We Told You So:The Three-Tier Streaming Future Is Happening
Peacock Gets Wings
NBC’s Peacock seems to really be hitting its stride. It was the second most popular streaming service in terms of sign-ups during Q4, jumping from 9% market penetration in Q3 to 12% in Q4.
It’s notable though, that the majority of those sign-ups (56%) were people signing up for the free (FAST) version of Peacock, with 26% choosing the ad-supported subscription version (AVOD) and 15% choosing the ad-free (SVOD) version.
Peacock provides a perfect case study of the Future According to TVREV.?
This is something we’ve been banging on about?for a while,?that the future of streaming is likely to be a three-tier system, where each service maintains a FAST, AVOD and SVOD version to create a funnel: bring them into the fold with the FAST and then work to upgrade them to an AVOD or SVOD subscription.?
The idea is that the various Flixes will use their FASTs to showcase prior seasons of series whose current seasons are available via their subscription services. At the same time, they will sync their FASTs with their current broadcast programming to avoid having two tiers of programming, one for linear and one for streaming.?
Google Finally Rolling Out A Budget Chromecast
Sleuths have uncovered Google’s plans to roll out a budget-priced (<$40) version of its new Chromecast streaming device.
At first glance, this seems like a curious move given that the “Death of Dongles” has achieved meme status, and the two companies whose dongles dominate the U.S. market—Roku and Amazon—have shifted their focus to smart TVs.
While it may indeed be a case of too little too late, it’s also possible that Google isn’t looking to the U.S. market for these devices, but rather to the rest of the world, where the market for both smart TVs and streaming devices is still wide open.?
Embracing New Approaches to Sports Tentpoles
As marketers gear up for a flurry of sports opportunities (Super Bowl AND Olympics) in the coming weeks, brand integration approaches continue to evolve.
Still, the two events (usually the two biggest for sports) should help?fuel a 9% YoY jump for Q1 advertising spend according to Dentsu.?While TV will take in plenty of that, you’ll see that rise extend to other mediums as well, as brands keep evaluating and unique new ways to engage with audiences.
Get Our New Special Report:?Why ACR Data Is Winning The TV Measurement Game
How do you measure today’s TV viewership? After speaking with a wide range of executives across the industry, the answer is clear—ACR data from smart TVs.
In this report, we remove the confusion that remains around ACR and explain, in plain English, how it works and what you need to do to take advantage of it.
We?also look at the?entire advertising ecosystem's roadmap, with predictions on what the future of measurement will bring.
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The first quarter is predicted to grow year-over-year by 8.9% with events such as the Winter Olympics and Paralympics taking place in Beijing while further growth across Q2 (10.3%) and Q3 (10.7%) will be buoyed by the U.S. mid-term election spend. Growth will slow slightly to 9.2% at the end of the year driven by the FIFA World Cup in Qatar and the holiday season.
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DER BUNTE VOGEL ?? Internationaler Wissenstransfer - Influencerin bei Corporate Influencer Club | Wirtschaftswissenschaften
2 年Thank you Alan Wolk - welcome ??
Media Consultant and Educator | Niche FAST, AVOD, SVOD, DOOH
2 年We talked about this exact scenario!