Verizon and Disney announced a promotional deal this morning which will give a free year of Disney+ to Verizon’s new and existing 4G LTE and 5G unlimited wireless subscribers and new Fios and 5G Home Internet subscribers. Some back of the envelope calculations show the promotion could quickly yield millions of new Disney Plus subscribers.
At the end of Q2 ’19, Verizon reported a total of around 94 million wireless retail connections. Verizon has been promoting new unlimited plans, and CFO Matt Ellis said on the Q2 ’19 earnings call that “less than 50% of our customer account base are on unlimited plans.” If say 35% are on unlimited, then around 33 million wireless subscribers would be currently eligible for the Disney+ free offer. If even 10% took advantage, that’s around 3 million new Disney+ subscribers.
You don’t have to wait very long for another “Connected TV vs. Mobile” stat to pop up, as industry watchers consider what connected TV growth may or may not mean for mobile video. For example, a recent well-circulated report from Extreme Reach showed that CTVs’ share of video ad impressions has grown to 49%, while mobile’s share of impressions is decreasing. The report pointed to a 60% YOY jump in CTV ad impressions in Q1, also asserting that this growth in CTV ad impressions is “encroaching on mobile devices, whose share of video ad impressions dipped to 25%, the lowest in two years.” Yet the comparison does not acknowledge evolving viewer behavior and the fact that both CTV and mobile video are each growing in terms of overall time spent.
AT&T is moving further away from the low-cost virtual MVPD (“skinny bundle”) model it helped pioneer with DirecTV Now back when it launched in 2016. Per multiple reports on Friday, AT&T will increase the monthly price of its “Plus” tier by $15 (to $65 per month) and its “Max” tier by $10 (to $80 per month) in November.
This past summer AT&T rebranded DirecTV Now as AT&T TV Now. DirecTV Now had already imposed a $10 per month price hike back in March and consolidated DirecTV Now’s original 3 tiers into the 2 current tiers and included HBO with both of them. If you were to back out the $15 per month that a standalone HBO Now subscription would cost, then the “Plus” and “Max” tiers would be $50 per month and $70 per month, respectively.
I’m pleased to present the 487th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.
Netflix reported its Q3 ’19 results this week, the last quarter before the onslaught of new SVOD competition begins from Disney+, Apple TV+, HBO Max and Peacock, among others.
In this week’s podcast Colin and I discuss the Q3 results, which were strong internationally and decent in the U.S. (better than Q2 ’19, but still well down from Q2 ’18 and below Netflix’s own forecast). But we focus mainly on where things go from here.
We agree that the days of Netflix’s robust U.S. growth are almost certainly over. But we also think Netflix’s content remains highly competitive and international could continue expanding strongly in the short-term, depending on how quickly Disney+ rolls out to other geographies. In short, there is a lot of uncertainty given all the new choices coming to market.
Listen in to learn more!
Click here to listen to the podcast (24 minutes, 39 seconds)
Netflix investors breathed a sigh of relief after yesterday’s Q3 '19 earnings report. The company missed its subscriber forecast of 7 million subscriber addition, but only narrowly by a few hundred thousand. Netflix added 500K subscribers in the U.S. vs. its 800K forecast. That was a far better performance than Q2 when it lost 130K subscribers in the U.S. Internationally Netflix gained 6.3 million subscribers, basically in line with the 6.2 million it forecast.
The U.S. miss was blamed mainly on an elevated churn rate that Netflix said hasn’t normalized since rate increases went into effect earlier this year. The good news is the higher rates translated into 16.5% increase in average revenue per unit in Q3.
With all the billions of dollars that are being invested in high-quality original TV shows, piracy prevention is becoming more important than ever. Content security is an imperative for video providers to keep valuable assets from being consumed illicitly online. Last Friday, Akamai introduced support for watermarking content to help prevent piracy and to help trace leaks to their source.
I’m pleased to present the 486th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.
Colin and I were both excited to see Hulu launch a mobile video downloading feature this week. Hulu had teased the feature over a year ago. As Colin notes though, because it’s only available with the Hulu (No Ads) service and only on iOS devices, just around 15% of Hulu’s overall subscribers will gain access to downloading (at least for now).
We then discuss reports that Disney doesn’t yet have an agreement with Amazon for its forthcoming Disney+ service to be included in Fire TV devices. The deal is held up due to Amazon’s attempt to wrangle more ad inventory in Disney’s other apps. The situation is typical of the complex and sometimes competitive relationships between big media and technology companies today.
Listen in to learn more!
Click here to listen to the podcast (22 minutes, 25 seconds)
Some marketers hold the misconception that ads on streaming TV can deliver the laser-sharp precision of Facebook combined with the scale of linear TV. Streaming does offer unique advantages, but the medium hasn’t matured enough to beat digital on precision, or traditional TV on scale.
What do we mean by streaming TV?
Over-the-top (OTT) TV is streaming video delivered over the internet, independently of a traditional pay-TV service, irrespective of device. There are subscription-based channels like Netflix, transaction-based channels like Google Play, as well as ad-supported channels like Sony’s Crackle. Hulu blends a couple of those models; you can opt to watch ads or pay for ad-free content. eMarketer forecasts that just over 61 percent of the US population will use OTT services this year.