Friday, August 25, 2017, 8:57 AM ET|Posted by Will Richmond
I’m pleased to present the 385th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
On today’s podcast, Colin and I discuss the role of advertising and subscriptions for premium video. I wrote about this topic earlier this week, observing that video providers today are experimenting with all models to see what succeeds. The urgency to find the successor to the lucrative multichannel bundle approach is becoming more urgent as cord-cutting increases.
Colin and I both believe the picture is currently quite murky. We contrast the success Netflix, for example has had with ad-free viewing while subscribers to both CBS All Access and Hulu still appear to prefer to pay less and get a full ad load.
I think there’s real power in a brand’s original identity and it’s quite hard to transition from one model to another. Colin sees more upside from “freemium” approaches that introduce viewers to content with ads but then try to upsell them to subscriptions.
Listen in to learn more!
Click here to listen to the podcast (25 minutes, 1 second)