Ad-Supported Streaming Tiers Vie for Piece of the Upfront Pie

Streamers will have a major presence at the TV Upfront presentations to advertisers in New York this week. Research firm Antenna says nearly 25 percent of domestic customers of Disney+, Netflix and Max opted for reduced-price, ad-supported subscriptions in February, while more than half the customers for Hulu+ and Peacock opted for the same. Antenna CEO Jonathan Carson said that “given the choice, Americans are choosing ads,” which is good news for marketers, who were initially concerned that the shift from cable to a la carte subscription streaming would edge out advertising. Continue reading Ad-Supported Streaming Tiers Vie for Piece of the Upfront Pie

Almost Half of YouTube Viewers Watch Video on TV Screens

Google appears to be in control of a major television network. According to internal data obtained by The Information, nearly half the time spent viewing the Alphabet company’s YouTube platform — 45 percent — now takes place on TV screens. That’s a significant increase from the 30 percent viewership the company reportedly logged for 2020. Coming on the heels of the IAB NewFronts, where digital platforms including Meta, TikTok and Snap were among those vying for advertiser attention, the story is well timed to help YouTube distinguish itself from competitors that seem focused largely on reaching mobile viewers. Continue reading Almost Half of YouTube Viewers Watch Video on TV Screens

Peacock and Paramount+ Generate Bulk of Q1 SVOD Growth

Those who thought Netflix’s losses in Q1 meant consumers were falling out of love with premium SVOD subscriptions overall are wrong, according to research firm Antenna, which has issued a new report indicating the streaming category continues to grow, up 4 percent in Q1 compared to Q4 2021, with a 24.7 percent jump compared to the same period the prior year. The growth the first quarter of 2022 “was largely driven by Peacock and Paramount+,” according to Antenna, which says the “two services combined to add over 6.1 million U.S. subscribers,” 80 percent of category growth. Continue reading Peacock and Paramount+ Generate Bulk of Q1 SVOD Growth

YouTube Adds ‘Green Screen,’ Most-Played, Gifting Features

YouTube is amplifying shopping features, adding an effect that lets creators use other backgrounds for shorts and offers a new monetization opportunity through gifting subscriptions. YouTube teased upcoming features that it claimed would make it easier for viewers to discover and buy from brands. At its Brandcast event in New York City, the Google unit touted new ways to engage shoppers, users and advertisers. One new feature allows two creators to simultaneously go live and co-host a single shopping stream, the idea being to double the audience for such events by drawing the fanbase of both creators. Continue reading YouTube Adds ‘Green Screen,’ Most-Played, Gifting Features

YouTube Is Pursuing Upfront Ad Deals for Its Pay-TV Service

YouTube is pitching its pay-TV service to advertisers with the aim of getting them to spend money they ordinarily allocate to traditional and, increasingly, streaming TV platforms. Marketers, however, still think of YouTube as a mobile (and desktop) video platform with a lot of lower-quality user-generated content rather than a TV service such as Hulu. YouTube and YouTube TV garner 100 million U.S. viewers each month, with watch time up 80 percent year-over-year in March. Continue reading YouTube Is Pursuing Upfront Ad Deals for Its Pay-TV Service

Pandemic Disrupts Traditional TV Upfronts and Ad Spending

Spring is when the television industry holds glitzy upfronts to showcase their fall TV lineup to advertisers in impressive locations like Carnegie Hall and the Beacon Theatre. NBCUniversal, for example, typically holds its upfront at Radio City Music Hall. This year, however, the coronavirus pandemic is impacting the traditional approach to upfronts. NBCUniversal chair of advertising & partnerships Linda Yaccarino held court over a livestreamed presentation from her home, joined by two celebrities making remote appearances. Advertisers accessed the upfront by clicking on a private link. Continue reading Pandemic Disrupts Traditional TV Upfronts and Ad Spending

Coronavirus Leads to an Increase in TV Viewing and Streaming

Nielsen revealed that, as coronavirus cases rose in South Korea, TV viewership increased 17 percent. In Italy, it rose 6.5 percent, with a 12 percent spike in Lombardy, particularly hit hard by the virus. That trend has arrived in the U.S. where, said Nielsen, in the Seattle area total television use (which includes live TV, on-demand viewing, streaming and gaming) rose 22 percent on March 11 from the week before. Streaming also increased 20 percent globally. Still, it may be a short-lived panacea for many media companies. Continue reading Coronavirus Leads to an Increase in TV Viewing and Streaming

Broadcast TV Programmers Move Upfronts to Online Platforms

Due to concerns regarding the coronavirus, broadcast TV programmers have canceled their in-person Upfront pitches to advertisers, scheduled for May in New York City. Viacom’s CBS, NBCUniversal, Fox Corp. and ABC parent Disney are calling off their annual stage shows, although advertisers will still seek to ink deals with them. NBCUniversal’s chair of advertising and partnerships Linda Yaccarino noted that, “this year’s Upfront presentation will ensure everybody’s safety, while allowing us to give fans and marketers a preview of the upcoming season.” Continue reading Broadcast TV Programmers Move Upfronts to Online Platforms

E3 Joins Growing List of Canceled Media & Technology Events

The Entertainment Software Association announced that E3 2020, slated for June 9-11 in Los Angeles, has been canceled. “After careful consultation with our member companies regarding the health and safety of everyone in our industry — our fans, our employees, our exhibitors and our longtime E3 partners — we have made the difficult decision to cancel E3 2020,” explained ESA in a statement. “Following increased and overwhelming concerns about the COVID-19 virus, we felt this was the best way to proceed during such an unprecedented global situation.”  Continue reading E3 Joins Growing List of Canceled Media & Technology Events

TV Execs Push to Include Out-of-Home Viewing in Ratings

Local TV station executives are increasingly aware that viewers watch content on all kinds of devices. Accordingly, NBCUniversal and Hearst have stopped using traditional ratings and switched to total viewer impressions, which will count all the ways a show is viewed. Other local TV groups vowed to do the same by 2020. At the same time, national TV executives also plan to add in those who view shows outside the home, in offices, hotels and the like, into final ratings. Nielsen has long dominated ratings of linear TV viewership. Continue reading TV Execs Push to Include Out-of-Home Viewing in Ratings

Facebook Watch Readies Original Content for Summer, Fall

Social giant Facebook revealed that its strategy for building viewership of Facebook Watch is paying off, saying it is experiencing “big momentum” for the platform with original shows such as Jada Pinkett Smith’s “Red Table Talk” and “Sorry for Your Loss” with Elizabeth Olsen. Facebook Watch, since its launch two years ago, has a global daily user base of 140 million people who each spend an average of 26 minutes per day watching videos, nearly double from 75 million daily users in December who watched 20 minutes daily. Facebook has inked a series of partnerships and has more original content on its way. Continue reading Facebook Watch Readies Original Content for Summer, Fall

Facebook Debuts Showcase Upfront-Style Advertising Sales

Facebook debuted Facebook Showcase, a premium video-ad program to let buyers for online video/TV ads nail down guaranteed rates and impressions up to one year in advance. With the program, Facebook makes a more aggressive move into upfront buys for its content; its previous program only let advertisers buy video ads one quarter in advance. The Showcase program, which is now only available for ad campaigns aimed at U.S. audiences, coincides with the company’s increase in original content for its Watch video service. Continue reading Facebook Debuts Showcase Upfront-Style Advertising Sales

Discovery’s Snapchat, Amazon Channels to Extend Franchises

As the annual upfront ad sales season begins, Discovery Communications has made it clear it plans on a path to growth through international expansion and digital content for Snapchat and similar platforms. The company recently inked a deal to develop shows for Snapchat’s Discover platform and will also add a Snapchat channel to its sport network Eurosport. It plans Winter Olympics content for the latter outlet. Discovery also is starting a wedding-oriented Amazon channel that takes off from the “Say Yes” franchise. Continue reading Discovery’s Snapchat, Amazon Channels to Extend Franchises

Live Streaming Will Get its Own Upfronts in NYC This October

“Today” show host Al Roker’s newly-formed Roker Media is teaming up with Brave Ventures to launch the “Live Fronts.” The NewFronts-style event, which will provide live-video companies with the chance to pitch to advertisers, will be held in New York City in October. Attendance will be open to “anyone in the business of live-streaming,” said Brave Ventures co-founder Jesse Rednis. Advertising Age describes the event “as a way to showcase the opportunities for marketers and content producers on platforms like Facebook Live, Periscope and YouNow, while at the same time hanging the open-for-business sign.” Continue reading Live Streaming Will Get its Own Upfronts in NYC This October

Advertising Spend at This Year’s Upfronts Predicted to Spike

The move to new technology has thrown a monkey wrench in a roughly $70 billion TV advertising industry that has endured without much change for decades. Since then, television and advertising executives have been trying to determine what the future will look like among a range of competing and confusing scenarios and how to monetize it. That all comes to bear as we approach this season’s upfronts, and some sources are predicting, perhaps counter-intuitively, that ad rates will spike this year for the first time in awhile. Continue reading Advertising Spend at This Year’s Upfronts Predicted to Spike