On today's episode, we discuss which ad-supported video-on-demand (AVOD) services Americans are using, why they're using them, and if these types of viewers are different from those using subscription video-on-demand (SVOD). We then talk about what livestream TV could do to help users sign up at a faster clip, how SVOD players can reduce churn, and what to make of Disney+ considering an ad-supported tier. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Paul Verna.
YouTube viewers are pivoting to TV screens as their method of choice for watching content, a trend that experienced significant growth before and during the height of the pandemic. We estimate that 113.1 million US YouTube viewers, 52.8% of total viewers, watched the platform's content on connected TV (CTV) devices in 2020. Those numbers will increase to 130.8 million and 57.7% by 2022.
YouTube TV and NBCU's carriage disputes show the fragmentation of the skinny bundle space: This is only one of many disputes YouTube TV and other vMVPDs have faced, many of which hinge on sports channels.
YouTube Shorts is bringing its Shorts Fund to over 30 new countries: The platform is stressing the importance of original content as it goes up against TikTok for creators.
In the US, Netflix is the top video streaming platform on connected TV devices, drawing 26% of all viewing time via devices like smart TVs and game consoles in June 2021.
Gaming is a key component of Netflix’s lofty franchise goals: On its own, gaming can help Netflix increase time spent. But it’s especially valuable in its push to build popular properties into full-fledged multimedia “universes.”
Netflix is betting big on original content and foreign markets for future growth: The streaming service has lost big shows to new streaming services and is now betting on its own pop culture hits.
Amazon looks to compete internationally with new Prime Video Channels in India: The streaming service has a remarkably small footprint in India compared with services like Disney+.
Disney+ weighs ads to reinvigorate user growth: A cheaper subscription tier could help broaden its audience domestically and internationally—and give marketers access to its strong brand and wealth of viewer data.
Netflix ups the ante against other streamers with Roald Dahl IP acquisition: This could also help the platform branch out from streaming and into games, publishing, and more.
Twitch’s deal with the National Music Publishers’ Association must be the first of many: The platform will need to ink deals that actually let streamers use copyrighted music in order to fend off competitors and support its growing music community.
YouTube is the most popular platform for non-TV video content in the US, with 65% of the country’s short-form video viewers using the service to watch user-generated content, video game livestreams, and the like.
Cable is getting in on the CTV rush: Comcast is planning to launch its own line of CTVs to attract cord-cutters and advertisers alike.
Digital video viewership passed 3 billion people worldwide in 2020 as growth outpaced pre-pandemic expectations. By year-end 2021, that number will hit 3.26 billion, but growth is expected to slow.
HBO Max takes a big financial risk—but consumer data is worth it: The service is offering half off its ad-free subscriptions for six months after it leaves Amazon Prime Video Channels, but accessing consumers directly instead of via Amazon will be a huge boon.
Streaming services hit highs and lows at this year’s Emmy Awards: While Netflix and Apple TV+ swept categories and broke records, Paramount+ users struggled to simply watch the event.
Instagram wants users to turn their Stories into Reels: The biggest influencers already post videos to their Stories more often than smaller accounts, making them perfect to promote Instagram’s TikTok competitor.