I’m pleased to present the 426th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.
First up on this week’s podcast, we discuss Magid’s latest research showing another uptick in cord-cutting intent among pay-TV subscribers, especially for millennials. Even sports fans are now considering cutting the cord. Perhaps most surprising, cost is no longer the main motivator; it’s not watching enough TV to make it worth it.
That’s indicative of more pay-TV subscribers shifting their viewership to SVOD, and suggesting an opportunity for low-cost virtual pay-TV operators to gain momentum. One such player, Sling TV just made some interesting updates to its service this week which we discuss.
I think the Magid research is part of the reason why we need to revise how we talk about cord-cutting. Increasingly, I think an equally, if not more appealing, option for prospective cord-cutters will be downgrading to a skinny bundle, rather than dropping entirely. More on this on VideoNuze soon.
Listen in to learn more!
Click here to listen to the podcast (24 minutes, 45 seconds)
Magid released highlights from its new Media Consumption Survey 2018 at VidCon last week, including unsurprisingly, that cord-cutting intent is continuing to rise, especially among millennials. 7.9% of pay-TV subscribers age 18-64 years-old said they were “extremely likely” to cancel their service in the next 12 months, up from 6.1% in 2017. But 14% of millennials said they plan to do so. Even 10% of live sports enthusiasts said they are “very likely” to cut the cord.
I'm pleased to present the 329th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.
There was lots of data this week showing the continued evolution of TV and video, with viewers taking further control of their experiences. On this week’s podcast we discuss some of the most relevant findings. We start with Nielsen’s Total Audience Report, which among other things highlighted a 13% year-over-year decline in linear viewing by 12-17 year-olds and SVOD pulling even with DVRs in U.S. household penetration. Separate, Nielsen also gave a glimpse of its ability to track viewership in SVOD services this week, citing Netflix's season 4 premiere of "Orange is the New Black" as attracting 6.7 million viewers, which would make it the second-most watched show on cable.
Nielsen also noted the increasing role of connected TV devices, a point that new Magid research also emphasized. Colin and I agree that the virtuous cycle of proliferating connected TVs, strong SVOD content and robust broadband infrastructure are contributing to a leveling of the playing field in the living room between OTT and pay-TV.
A key ingredient in OTT’s rise is delivery quality, and Colin also touches on new research he did for Verizon Digital Media Services that reinforces viewers’ intolerance for lower-quality experiences. Colin will be doing a webinar next Wednesday, further digging into his findings.
Listen now to learn more!
Click here to listen to the podcast (24 minutes, 12 seconds)
The use of connected TVs and mobile video continues to increase, particularly among younger audiences, according to new data from Frank N. Magid Associates.
Connected TVs were used by 74% of respondents vs. 59% in 2015 Magid research. Video game consoles continued to have the highest share at 33% (up from 30% in 2015), but the biggest increases were recorded by Internet streaming devices (31%, up from 20% in 2015) and Smart TVs (26%, up from 16% in 2015). 42% of respondents said they now have a Smart TV, up from 25% in 2015 and just 17% in 2013 as falling prices have steadily fueled purchases.
It’s no secret that the content monetization models of yore have had a tough run over the past decade. Newspaper print revenues are down 70% in that time period. The decline in home video sales is outpacing growth in digital options. CD sales dropped 30% between mid-2015 and 2013, and digital downloads fell 13% over that same span. Then there’s pay TV, which has lost nearly 900,000 net subscribers in 2015 alone.
Clearly, the Internet has fundamentally changed the way people think about paying for content. Particularly with video content, there are some big success stories. Over The Top (OTT) video services like Netflix, Hulu, and Amazon have been able to monetize shifting consumer attitudes through lucrative subscription models. As a result, the OTT video market has been on a big growth path.
Magid has released new research commissioned by Watchwith finding that in-program native video ads have higher levels of unaided ad recall and improved brand metrics vs. traditional TV ads.
Watchwith recently unveiled the in-program native ad format which is an interactive overlay placed on a TV program streamed to a desktop, mobile device or connected TV. The ads can be contextually relevant to the underlying program itself using frame-by-frame metadata. Watchwith is positioning these ads as creating new, high-value inventory for TV networks to monetize their streamed TV programs.
Research firm Magid has released new survey data showing that robust OTT options are by far the most important driver of cord-cutting interest among those who say they’re likely to cut the cord. Magid found that OTT-related reasons were cited by a combined 77% of would-be cord-cutters, up from the 76% that cited OTT reasons in 2014 and 54% in 2013.
Per the chart below, the top 3 reasons cited by would-be cord-cutters were: “I am satisfied with online streaming options like Netflix and Hulu” (50%), “I can watch the TV shows and movies I like on the Internet” (41%) and “I have entertainment options on the Internet” (41%).
Categories: Cable TV Operators
Interest in cord-cutting remains relatively muted according to new data from Frank N. Magid Associates. The firm, which has been surveying consumers' attitudes towards cord-cutting each of the past 4 years, found 2.9% of respondents agreeing they're "very likely" to cancel their pay-TV service in the year ahead, a slight uptick from 2.7% found in 2013, 2.2% in 2012 and 1.9% in 2011.
Magid noted that the "very likely" level jumped to 4.9% for 25-34 year-olds, but dropped to 1.4% for those identifying themselves as ESPN viewers (live sports are widely believed to be the most formidable bulwark against cord-cutting).
YuMe, Frank N. Magid Associates and Razorfish have released results of a study on how consumers interact and view content/advertising on Connected TVs (CTV). Among the key findings are that consumers are receptive to CTV advertising and that choice and control in advertising are a priority for them.
For example, participants said that they have a low tolerance for interruption and would rather be shown ads that have relevant calls-to-action, rather than something completely unrelated to the content being viewed. Participants also said that their attention is drawn to on-screen animation but want ad interactions to be kept simple and easily accessible. Additionally, utilizing video advertising works best because CTV should be a lean-back experience.
Nearly 90% of connected TV viewers notice ads when they're watching video, and 66% of them are likely to interact with the ad according to a new study released this morning by video ad management/network YuMe and researcher Frank N. Magid Associates. The study, which included 736 connected TV users, is being called the most extensive research yet done on the burgeoning connected TV sector and underscores emerging advertising opportunities for brands to connect with viewers.
There were 4 separate research studies released yesterday from important video technology providers, all pointing to continued change and growth in video viewership and monetization. Below I've shared key highlights from each, along with links to obtain the original research.
Survey results being released this morning by Frank N. Magid Associates, a research consultancy, and video aggregator Metacafe provide fresh evidence that short-form video dominates online video consumption. Notably, the survey also goes a step further, finding that 28% of respondents who watch online video report watching less TV as a result.
Meanwhile though, on the same day earlier this week that I was talking to Mike Vorhaus, managing director at Magid, and Erick Hachenburg, CEO of Metacafe about this new survey, Mediaweek was reporting a separate Magid survey, commissioned by CBS, which found that "35% of the nearly 50,000 streamers surveyed...reported that they are more likely to view shows on the network as a result of having been exposed to content on the web."
As I learned from Mike, there's no actual contradiction in these 2 surveys' findings, but you do have to squint your eyes a bit to make sure you're understanding the data accurately.
First, the findings on short-form's domination. The Metacafe survey asked respondents about the most commonly viewed types of video and presented them with category choices. The top 5 selected were all short-form oriented: Comedy/jokes/bloopers (37%), music videos (36%), videos shot and uploaded by consumers (33%), news stories (31%) and movie previews (28%). TV shows comes in at #6 (25%), followed by more short-form categories of weather, TV clips and sports clips.
That short-form, snackable video dominates is not really a huge surprise, given YouTube's market share and the preponderance of virally shared clips. Yet Mike emphasized that short-form does not equal UGC, a point that Erick also highlights. Rather, Mike sees short-form as a legitimate alternative entertainment format that creatives are embracing and audiences are adopting. It is causing further audience fragmentation resulting in the TV audience erosion that the survey also uncovered.
Which of course begs how Magid's CBS survey data squares up. Mike explained that the key here is that the CBS survey is based solely on users of CBS.com. These people naturally have a greater affinity for CBS programming and their likelihood of watching CBS shows on TV will be far higher than randomly-selected audiences (such as in the Metacafe survey). Here's the CBS press release for more details.
So the CBS data suggests that networks should be encouraged that streaming their shows builds loyalty and broadcast viewership, and therefore that they should keep on doing it. Nevertheless they need to be mindful that their shows now compete in a far larger universe of video choices, and that short-form - as a new genre - is something they too should be looking to exploit. Appropriately, all the networks, and many studios, are doing exactly that.
There is no shortage of research concerning consumer media behavior floating around these days. As the two Magid surveys show, superficially data may appear to be conflicting, though in reality it is not. Observers need to make sure they're digging in, and taking away the right lessons.
What do you think? Post a comment now!