VideoNuze Posts

Peacock announced a savvy move yesterday, tiering access to “The Office” when it moves to Peacock on January 1st from its current home on Netflix. Peacock said that seasons 1-2 will be available for free, with ads, but that seasons 3-9 will only be accessible on its Peacock Premium (with ads, $5/month) and Peacock Premium Plus (without ads, $10/month) tiers. Paying subscribers will also get access to longer “Superfan Episodes” which are extended cuts with previously unseen footage, starting with season 5.

The tiered approach makes a ton of sense. Signing up for free is a no-brainer for existing fans who want continued access and will follow “The Office” from Netflix to Peacock. That will help drive up the number of Peacock signups which last week stood at 26 million. For now, this is the only metric Peacock is publicly reporting; it hasn’t yet revealed how many paying subscribers there are.

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When I originally gave Disney+ a test run a little over a year ago, following its launch, I wrote that “Disney+ is a Winner.”  Then, when Disney announced this past February that Disney+ had already accumulated 28.6 million subscribers, I wrote “Now It’s Really Official: Disney+ is a Winner.”

So what to say after last week’s Disney Investor Day, where it was announced that Disney+ is now up to a staggering 86.8 million subscribers? How many different ways can you say something is a winner? What seems more relevant is that Disney+ is likely to keep on winning, for years to come, totally transforming the Walt Disney Company, the streaming market and the broader media and entertainment industries.

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I’m pleased to present the 541st edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.  

This week Colin and I discuss the recent activation of a Showtime channel within the free Pluto TV service. Showtime and Pluto TV are both part of ViacomCBS and in this case Showtime is tapping into free streaming to drive more subscriptions and higher brand awareness. Colin sees it as part of a larger trend toward “virtual linear TV” channels that streaming offers and a potential alternative to free trials that SVOD services have long used.

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Connected TV’s ad impression share remained steady in Q3 2020 compared with Q2 2020 according to Extreme Reach’s new Video Benchmarks Report which is based on ad serving data from the company’s AdBridge platform.

CTVs accounted for 39% of impressions in Q3 ’20, essentially flat vs. 40% in Q2 ’20 and 37% in Q1 ’20. However CTV impressions were down from their peak of 51% share in Q3 ’19. Extreme Reach noted that the share reflects a “wide variety of strategies” for how its clients use CTV. The span includes clients who allocate as much as 72% of their impressions to CTV and others that focus on desktop and mobile.

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TV ad measurement provider iSpot has enhanced its unified ad measurement capability allowing brands to more accurately gauge incremental reach and effectiveness of cross-screen campaigns. iSpot has integrated demographic data into its Unified Measurement platform to provide person-level cross-screen ad measurement in real time across linear TV and 300+ streaming services. This includes age, gender, household occupancy and co-viewing measurement.

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Nielsen has unveiled Nielsen ONE, a single measurement solution that will span linear and digital video viewership. According to its press release, Nielsen ONE will give marketers “visibility into total video consumption regardless of platform or device.” Nielsen said the new solution comes as advertisers are “demanding a single deduplicated view of their audiences across all platforms and mediums.”

Nielsen ONE won’t launch until fourth quarter, 2022. At that time Nielsen will start releasing parallel “cross-media ratings that will deliver metrics at subminute intervals for individual ads and content.” The goal is for Nielsen ONE to become the “foundation of the cross-media buying and selling process, succeeding the current form of TV and digital measurement no later than the Fall 2024 season.”

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I’m pleased to present the 540th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.  

discovery+ is set to launch in the U.S. on January 4th and on this week’s podcast Colin and I share our thoughts on why we’re optimistic about the service, especially in international markets where live sports will be included. We both like the service’s positioning as a complement to major SVOD providers, mainly by focusing on unscripted content.  

Before we get into discovery+, Colin provides some highlights from his new “Making Screen Time Family Time” report which revealed viewing behavior for families with kids under the age of 12. Colin notes the data around co-viewing, especially on weekday mornings.

Listen in to learn more!

Click here to listen to the podcast (23 minutes, 50 seconds)

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Video advertising platform SpotX has released a new report detailing seven global video ad trends and predictions for 2021. Overall, the report points to a continued shift in video ad spending to data-centric, highly-measurable campaigns reaching viewers through connected devices. SpotX considers 2020 to have been the start of the “connected decade.” SpotX included insights from executives at Acxiom, AMC Networks, CCI, Discovery, DISH Media, GroupM, Samsung Ads, The Trade Desk and TransUnion in its report.

Following is a summary of SpotX’s seven predictions:

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