I’m pleased to present the 473rd edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia.
Connected TV is one of the hottest trends in the video industry today. So is mobile video, and with 5G rolling out and mobile-first services like Quibi launching, mobile is going to get even more attention.
But there is some conflicting data which Colin and I discuss this week. For example, a report from Extreme Reach this week showed that CTVs’ share of video ad impressions has grown to 49%, partly at mobile’s expense, and that 30-second ads which are CTV-friendly, now account for 69% of video ad impressions. Yet Colin shares Pew data that at least 17% of smartphone users now don’t even have a wired broadband connection, which likely means CTV isn’t meaningful to them. How can CTV and mobile coexist and how should content providers be thinking about these trends?
Listen in to learn more!
Click here to listen to the podcast (21 minutes, 32 seconds)
Last Wednesday I shared research highlights from Adobe and Limelight showing how millennials and younger audiences are shifting their viewership to online sources. Later that day I noticed new data from Pew Research that adds to the theme and clarifies the big generational divide that is opening up over pay-TV subscriptions.
According to Pew, 61% of 18-29 year-old Americans it surveyed say that streaming services are the primary way they watch TV, vs. 31% cite pay-TV and 5% cite a digital antenna. 18-29 year-olds are the only age group where streaming surpasses pay-TV. Even one age group up, 30-49 year-olds still favor pay-TV over streaming, 52% to 37%. For older Americans, it’s even more skewed: for 50-64 year-olds, it’s 70% to 10% and for 65+ year-olds, it’s 84% to 5%. Overall, pay-TV is the primary way to watch TV for 59% of Americans, compared to 28% for streaming and 9% antenna.
It's common knowledge that watching online videos has become hugely popular, but it turns out that posting videos has also experienced a huge surge recently. According to new research from Pew, 31% of adult Internet users now post videos, more than double the 14% that did so back in 2009. Though posting is still most common among 18-29 year-olds (with 41% doing so), 30-49 year-olds are right behind (36%), trailed by 50+ year-olds (18%). See chart below.
Categories: Mobile Video
Following are 4 news items worth noting from the week of July 27th:
New Pew research confirms online video's growth - Pew was the latest to offer statistics confirming that online video usage continues to soar. Among the noteworthy findings: Long-form consumption is growing as 35% of respondents say they have viewed a TV show or movie online (up from 16% in '07); watching video is widely popular, draw more people (62%) than social networking (46%), downloading a podcast (19%) or using Twitter (11%); usage is up across all age groups, but still skews young with 90% of 18-29 year olds reporting they watch online vs. 27% of 65+ year olds; and convergence is happening with 23% of people who have watched online reporting they have connected their computers to their TVs.
FreeWheel has a very good week - FreeWheel, the syndicated video ad management company I most recently wrote about here, had a very good week. On Monday, AdAge reported that YouTube has begun a test allowing select premium partners to bring their own ads into YouTube, served by FreeWheel. Then on Wednesday, blip.tv announced that it too had integrated with FreeWheel, so ads could be served for blip's producers across their entire syndication network. I caught up with FreeWheel's co-CEO Doug Knopper yesterday who added that more deals, especially with major content producers, are on the way. FreeWheel is riding the syndication wave in a big way.
Plenty of action with CDNs - CDNs were in the news this week, as Vusion (formerly Jittr Networks) bit the dust, after going through $11 million in VC money. Elsewhere CDN Velocix (formerly CacheLogic) was acquired by Alcatel-Lucent. ALU positioned the deal as fitting with its "Application Enablement" strategy, supporting customers' needs in a "video-centric world." Limelight announced its LimelightREACH and LimelightADS services for mobile media delivery and monetization (both are based on Kiptronic, which it acquired recently). Last but not least, bellwether Akamai reported Q2 '09 earnings, that while up 5% vs. year ago, were down sequentially from Q1. Coupled with a cautious Q3 outlook, the company's stock dropped 20%.
IAC is making big moves into online video - IAC is making no bones about its interest in online video. Last week the company unveiled Notional, a spin-out of CollegeHumor.com, to be headed by that site's former editor-in-chief Ricky Van Veen. Then this week it announced another new video venture, with NBCU's former co-entertainment head Ben Silverman. IAC chief Barry Diller seems determined to push the edge of the envelope, as IAC talks up things like multi-platform distribution and brand integration. With convergence and mobile consumption starting to take hold, the timing may finally be right for these sorts of plays. At a minimum IAC will keep things interesting for industry watchers like me.