VideoNuze Posts

Comcast Advertising will license aggregated viewership data from its devices to VideoAmp, the companies announced today. VideoAmp will incorporate the data into its cross-platform measurement solution which spans and de-duplicates set-top box and SmartTV data sets.

The deal is the latest industry move to innovate measurement and develop alternative currencies to Nielsen heading into the upfronts. The rise of streaming, VOD, CTV and direct-to-consumer businesses along with the desire to compete more effectively with digital alternatives have compelled the industry to develop more audience-based measurement approaches.

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Welcome to this week’s edition of Inside the Stream, the podcast where nScreenMedia’s Chief Analyst Colin Dixon and I take listeners inside the world of streaming video.

Last Sunday’s Super Bowl was viewed by over 112 million people with around 10% or more streaming the game. On today’s podcast Colin and I discuss the mostly positive experiences that streamers had, albeit with latency that ranged up to 40+ seconds.

We also discuss strong results for Paramount+ and what’s ahead for the company.

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Welcome to this week’s edition of Inside the Stream, the podcast where nScreenMedia’s Chief Analyst Colin Dixon and I take listeners inside the world of streaming video.

Disney+ added nearly 12 million subscribers in the recent holiday quarter, an encouraging sign that bundling Disney+ with Hulu and ESPN+ is a highly effective strategy. Disney+ also had strong gains in the US and Canada market, adding 6.6 million subscribers in the quarter, while Netflix by comparison added only 1.2 million. Colin and I dig into all the Disney+ numbers and discuss what might be next.

Listen to the podcast (24 minutes, 47 seconds)

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Tubi streamed 3.6 billion hours in 2021, a 40% increase over 2020, with 56% of its viewers unreachable by advertisers through linear TV and 27% of them unreachable through other free AVOD services. 71% of Tubi’s viewers don’t subscribe to a pay-TV services. Tubi’s median viewer age is 39 years old, 16 years younger than non-streamers, with 2 out of 3 viewers age 18-54 years old.

All of the data is from Tubi’s newly released report, “The Stream: 2022 Audience Insights for Brands” which explains key trends in consumer behavior with streaming and the impact that ad-supported streaming is having. The report draws research from multiple third-party sources, proprietary Tubi data and results of a survey of 6,000+ consumers fielded by MarketCast. The report highlights the value of AVOD for advertisers and how it complements linear TV.

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Screen-based activity for older and younger viewers is increasingly diverging, according to the Hub Entertainment Research’s latest “Video Redefined” survey. For 13-24 year olds, just 25% of their screen-based leisure time was spent watching TV and movies, as compared with 60% for 35 years old and older.

Across the entire survey, Hub found that 48% of screen-based leisure time was spent watching TV and movies, down from 53% in 2020.

Younger viewers split their time between TV (13%) and movies (12%) while older viewers focused mainly on TV (45%) vs. movies (15%).

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Buy-side ad management platform Innovid has announced it will acquire TVSquared, a measurement platform for linear, connected TV and addressable TV. The deal’s value is $160 million, including $100 million cash and the remainder in stock. The companies said that TVSquared had 2021 estimated revenue of $20-22 million, meaning the Innovid is paying about 8 times revenue. The deal is expected to close in Q2.

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Welcome to this week’s edition of Inside the Stream, the podcast where nScreenMedia’s Chief Analyst Colin Dixon and I take listeners inside the world of streaming video.

Google reported another strong quarter of advertising revenue for YouTube in Q4 ’21, up 25% to over $8.6 billion. For the entire year YouTube ad revenue was nearly $29 billion. Add in subscription fees from YouTube and YouTube Premium and the company’s total revenue in 2021 was likely in the $35 billion range.

Colin and I discuss the details. Colin also shares new data from Conviva highlighting Roku’s viewership advantage vs. all other streaming devices.

Listen to the podcast (24 minutes, 47 seconds)

Browse all previous podcasts

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