VideoNuze Posts

YouTube has thoroughly dominated free, ad-supported online video practically since its launch over 13 years ago. Over the years there have been lots of competitors who have come and gone, unable to compete with the sheer volume of traffic and monetization potential that YouTube offered independent content creators.

But a new battle is escalating for the attention of YouTube’s most important creators. Twitch, the e-gaming streaming site Amazon acquired 4 years ago for nearly a billion dollars, is making aggressive offers to YouTube’s top creators to help broaden Twitch’s appeal. Per a Bloomberg article yesterday, and others that have preceded it, Twitch is offering creators minimum guarantees that can run to several million dollars per year, plus shares of ad and subscription revenues.

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Late yesterday Verizon announced that Indianapolis will be the fourth city to get 5G residential service in the second half of 2018. The other 3 initial cities are Houston, Los Angeles and Sacramento. Potentially the biggest news from Verizon yesterday was that it would include both Apple TV and YouTube TV in the initial 5G offering for subscribers in all 4 cities.

It’s not clear from Verizon’s press release exactly what these offers will be or how the terms will work for subscribers. The cheapest Apple TV is currently $149 and YouTube TV runs $40 per month. If the promotion follows others we’ve seen from telcos, Verizon will likely require a minimum commitment to qualify for the Apple TV and will offer some type of monthly discount on YouTube TV. It’s also not clear what the monthly rate will be for 5G service itself.

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Over 1 billion connected TV (CTV) devices are now active globally according to Strategy Analytics’ just released “Global Connected TV Device Vendor Share: Q2 2018” report. Strategy Analytics said almost 60% of devices are smart TVs while the remainder are players like Roku, Fire TV and Chromecast accounting for the remainder.

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Video ad tech provider Telaria has integrated Nielsen’s Digital Ad Ratings (DAR) with its video management platform (VMR). DAR gives online video inventory TV-like audience metrics including age, gender, unique audience, reach, frequency and gross rating points. This data allows buyers to more easily create holistic TV/video campaigns that achieve their objectives.

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For all the talk about cord-cutting over the years, the most important trend in pay-TV these days isn’t consumers dropping out entirely, but rather shifting from traditional multichannel services to lower-priced virtual MVPDs or “skinny bundles.”

The trend of skinny bundle gains offsetting  multichannel losses continued again in Q2 ’18 where, according to Leichtman Research Group, the top traditional services lost approximately 800K subscribers. But just the 2 publicly-reporting skinny bundles, Sling TV and DirecTV Now, gained 383K (with the latter accounting for 342K).

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I’m pleased to present the 431st edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.

It’s been Q2 earnings season, which provides a valuable opportunity to check in on how different companies’ OTT strategies are flowing through to their financial performance. On today’s podcast Colin and I talk about two companies whose OTT fortunes are moving in opposite directions.

Moving the wrong way is Dish and its Sling TV skinny bundle. Sling TV was the first to market in the category several years ago. Though it quickly gained over 2 million subscribers, growth slowed to just 41K additions last quarter as others boomed. As Colin and I discuss, a key weakness in its service is the lack of broadcast channels. The other big skinny bundles, YouTube TV, Hulu Live and DirecTV Now have all decided to pay top dollar to include them, which is helping fuel their growth. Sling TV is at a competitive disadvantage requiring subscribers to install antennas which many people can’t or won’t do.

All broadcasters are benefiting from the shift to skinny bundles, but CBS’s Q2 results show that its OTT success extends further, to direct-to-consumer, targeted advertising and SVOD production, as well. CBS is benefiting from decisions it made years ago to retain digital rights (most famously by not joining Hulu), even though it wasn’t clear back then how the monetization of them would fully unfold.

Listen in to learn more!

 
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Former professional golfer Greg Norman’s Shark Experience gives golfers a range of video and other media options while on the course. Shark Experience’s new software development partner is Edison Interactive, an in-ride digital media firm co-founded by Jeremy Ostermiller, formerly CEO of Altitude Digital, a video ad tech provider which merged with Genesis Media last year.

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On Disney’s earnings call earlier this week, CEO Bob Iger was asked about the company’s video app strategy - would it be interested in launching one big “aggregated” app housing all of its content, or will it continue to pursue multiple apps with each targeting particular audience segments?

It’s an interesting question because it goes to the heart of whether consumers prefer a big basket of content at one price (the way the pay-TV industry’s multichannel bundle has been effectively offered) or more discrete content services that consumers individually choose to pay for (as has emerged with streaming video and music services, plus a wide variety of other apps)?

I believe Iger’s explanation of Disney’s app strategy was right on the mark:

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