Welcome to Inside the Stream, the weekly podcast where nScreenMedia’s Chief Analyst Colin Dixon and I take listeners inside the world of streaming video.
Deloitte recently released the 15th edition of its Digital Media Trends survey, and this week we’re pleased to have Kevin Westcott, Deloitte’s vice chairman and leader of its telecom, media and entertainment group join us to discuss key findings.
The survey shows that SVOD churn has doubled, with many viewers binging hit content and then churning out. Kevin believes services need to focus on retention, adding non-video content (e.g. music, games, audio, etc.) to become more compelling and perhaps most important, offering lower-priced, ad-supported tiers.
Many like Hulu, Peacock and Paramount+ already have these tiers and HBO Max intends to introduce one. We discuss why others like Netflix and Disney+ are resistant and the implications.
Kevin speaks at length about the role AVOD services are playing, and especially how different age groups relate to advertising. He notes that for younger viewers, gaming is now their preferred media, with watching TV shows and movies falling to number five.
These are just a few of the subjects we discuss during the wide-ranging interview.
Listen to the interview (33 minutes, 32 seconds)