Tubi’s new audience report “The Stream: 2021 Actionable Audience Insights for Brands” makes a compelling case that streaming gives advertisers incremental reach to younger viewers and that Tubi itself is a strong complement to linear TV advertising. The broad industry trends are well-understood: for younger audiences especially, cord-cutting is up, linear viewing is down and streaming is soaring. All of this means advertisers are having a harder time reaching younger viewers.
Specifically, Tubi revealed that 48% of its viewers don’t have pay-TV, contributing to Tubi’s growth to 33 million monthly active users in 2020, with 2.5 billion hours streamed across its 30K titles. Importantly, Tubi’s audience is over 20 years younger on average than linear TV viewers. Tubi said that 80% of its streamers can’t be reached via the top 25 cable TV networks, 68% can’t be reached via other AVOD services, and 64% can’t be reached via Fox, Tubi’s parent. Tubi also noted that 84% of its viewers watch Tubi on a connected TV.
Topics: Tubi TV
Netflix reported its Q4 and full year results late yesterday, ending 2020 with 203.7 million global subscribers. For the full year Netflix gained 36.6 million subscribers, expanding its base by nearly 22%. Approximately 43% of the year’s gain, or 15.8 million subscribers, came in Q1, as Covid-related sign-ups surged in the last few weeks of the quarter.
In Q4, Netflix added 8.5 million subscribers, beating its forecast of 6 million additions. EMEA was the biggest contributor in the quarter, up 4.5 million subscribers, or about 53% of total. EMEA is Netflix’s second-biggest region, with 66.7 million subscribers, or 32.7% of total. The UCAN region (U.S. plus Canada) remains the biggest region by subscribers and average revenue per subscriber. UCAN accounted for 73.9 million subscribers at year end, or about 36.3% of total. However, UCAN grew by just 860K subscribers in Q4, the lowest of the four regions.
Paramount+, the new streaming service from ViacomCBS, will launch in the U.S. on March 4th, the company announced today. Paramount+ will also launch in Latin America on March 4th, and in Canada, CBS All Access will be rebranded on that date, though a broader content rollout won’t happen until later in 2021. Paramount+ will also launch in the Nordics on March 25th and in Australia in mid-2021 according to the release.
ViacomCBS will share more details of its streaming strategy at an investor event on February 24th.
Welcome to the 544th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.
Kids movies were a big part of the success of Disney+ in 2020, with the service having seven of the top 10 streaming movies, according to Nielsen. But as Colin and I discuss, Disney+ will be challenged this year by Netflix, HBO Max and others. With theaters still running at low capacity due to Covid, 2021 is setting up as a game-changing year for streaming movies.
Separate, this week AT&T pulled the plug on its AT&T TV Now virtual pay-TV service, which at one point a couple years ago led the category with nearly 2 million subscribers (when it was called DirecTV Now). Colin and I examine what went wrong and why AT&T shifted its strategy so dramatically.
Click here to listen to the podcast (25 minutes, 13 seconds)
2020 was a strong year for streaming across the board, but newly released Nielsen data reveals some of the biggest winners. At the top of the list was “The Office,” which racked up the most viewership of any TV show, with 57.1 billion minutes streamed for its 192 episodes on Netflix.
Along with “The Office,” 6 of the top 7 streamed shows in 2020 were licensed content (and all were on Netflix). The only original show in the top 7 was “Ozark” with 30.4 billion minutes streamed. Ahead of it were “Grey’s Anatomy” (39.4 billion minutes) and “Criminal Minds” (35.4 billion minutes) and just behind it were “NCIS” (28.1 billion minutes), “Schitt’s Creek” (23.8 billion minutes) and “Supernatural” (20.3 billion minutes).
Data released by ad tech provider The Trade Desk from two separate surveys indicates that cord-cutting could increase dramatically in 2021 and that advertisers are shifting budgets to connected TV (CTV) advertising. The Future of TV survey fielded by YouGov for The Trade Desk found that 27% of U.S. cable TV subscribers plan to cut the cord by the end of 2021, compared to 15% who planned to do so in 2020.
With the rise of streaming, there are more alternatives to pay-TV than ever, creating more incentive for consumers to drop their subscriptions. A 27% rate of cord-cutting in one year would be a significant increase from prior periods and would have major industry implications. By comparison, according to MoffettNathanson’s analysis of cord-cutting as of Q3 ’20, the traditional U.S. pay-TV industry contracted at a year-over-year rate of 7.4%.
Topics: The Trade Desk
For 13-24 year olds, online video viewing is approximately equal to traditional TV viewing, according to Hub Entertainment Research’s new Video Redefined study based on a December, 2020 survey. Hub said that 13-24 year olds who watch online video at least weekly reported they watch 11.4 hours of such content per week, compared with 11.8 hours per week spent watching TV content (TV shows and movies).
(Hub defines online video viewing to include YouTube plus social media sites and apps. It excludes streaming services like Netflix, Amazon, Disney+, etc).
Topics: Hub Research
Happy New Year and welcome to a new year of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.
Roku continues to grow, announcing over 50 million active accounts at the end of 2020. On this week’s podcast Colin and I dig into the data that Roku revealed.
The explosion of premium content for streaming no doubt is helping Roku’s account growth and viewership. A recent entrant is Discovery+ and Colin shares his initial review of the service, including a few surprising limitations he found.
Click here to listen to the podcast (25 minutes, 24 seconds)