Netflix Has First World Problems
India To Netflix: The Price Is Too Damn High
You may remember us?banging on about this?before (multiple times) but one of the biggest challenges facing Netflix and the rest of the U.S. Flixes as they set out in their respective quests for Total World Domination is that in countries like India and the rest of the developing world, The Price Is Too Damn High.
Like seriously too damn high.
LG/iSpot Deal Another Blow To Old School Measurement
Even more significant is that?iSpot is now able to provide ACR measurement data from 39 million TV sets?to an industry that for years was content to receive extrapolations based on just 20,000 panelists. That’s an increase of almost (wait for it)...200,000%.
Given that the real competition for TV ad dollars is a digital industry that promises “census-level” 1:1 measurement, having that sort of scale as a rebuttal is huge.
And that’s before you add in the emotional impact of sight, sound and motion.
Time To Call Time-Out On Sports??
Watch time has become the currency of record for media conglomerates, who?are increasingly prioritizing their streaming programming.?
The problem is that every media company is just loading up on whatever rights they can get their hands on, with sports becoming a significant differentiator:?
But sports rights are premium inventory, and even the most ardent fans can only watch so much of it. Library content that doesn’t require live viewership (see The Office reruns on Peacock or Friends on HBO Max) could wind up being the better long-term spend.
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NEWS YOU CAN USE
Ads are now free agents. They show up where their audience is, on a range of different devices at different times of day. Often as not several of them show up at once, depending on who is watching and where they live. And yet we keep measuring them as if they were inextricably bound to the shows they run on.
The all-cash deal is part of UTA’s ongoing strategy to diversify its business at a time when its traditional revenue streams are under pressure from changing industry economics and consolidation. Rival agencies are also bulking up and expanding either through mergers or entering new lines of business including sports and podcasting.
This past week’s unraveling of Steven Spielberg’s “West Side Story” was another example of what simply doesn’t work in today’s market: movies for which the primary audience is well over 35 — and, relatedly, musicals that aren’t “Hamilton.”
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EVEN MORE NEWS YOU CAN USE
Advertising
Streaming Wars
Data & Measurement
Sports
The Media Landscape
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