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 * INSIDE THE STREAM: NETFLIX IS WELL-POSITIONED TO LEAD IN BUNDLING AND CTV ADS
   
   Friday, May 17, 2024, 11:05 AM ET
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   Posted by Will Richmond
   
   [UPDATED]
   
   Netflix revealed at its Upfront this week that it now has 40 million monthly
   active users on its lower-priced ad-supported tier. It’s not clear how
   monthly active users and subscribers relate to each other. But I think it’s
   probably fair to assume that closer to around 10% of Netflix’s 270 million
   global subscribers are now ad-tier subscribers (Colin and I will clarify this
   further on next week's podcast). Not too shabby since the ad tier only
   officially launched in November, 2022. No surprise, Netflix is also creating
   its own ad-tech stack with partners.
   
   In addition Hub Research released survey data showing that 15% of respondents
   cited Netflix as the brand that would most likely make them sign up for a
   bundle (Amazon followed with 12%, followed by AT&T with 10%).
   
   As Colin and I discuss, all of this nicely positions Netflix to play a lead
   role in the “streaming bundles” age that has already begun (note that Comcast
   announced a Netflix-Peacock-Apple TV+ bundle this week, pricing TBD). And
   with the Netflix app ubiquitously available, it could be a key “on ramp” to
   targeted streaming bundles, based on viewers’ demonstrated interests. Given
   Netflix’s newfound scale in CTV ads, a bundling play could also find Netflix
   with a lead role in selling/managing ads across bundled services.
   
   Listen to the podcast to learn more (25 minutes, 7 seconds)
   
   
   
   
   Browse all previous podcasts
   
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   Categories: Advertising, Podcasts, SVOD
   
   Topics: Netflix, Podcast
   
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 * INSIDE THE STREAM: AMAZON CRANKS UP AD-TIER SUBSCRIBERS; DISNEY’S DTC
   PROGRESS
   
   Friday, May 10, 2024, 10:05 AM ET
   |
   Posted by Will Richmond
   
   According to new data from Hub Entertainment Research, Amazon’s Prime Video
   now has the highest percentage any major SVOD provider taking its
   ad-supported tier. And it happened by Amazon simply flipping a switch at
   Prime Video to make ads the default for all subscribers. Perhaps most
   interesting is that two other major SVOD providers - Netflix and Disney+ used
   completely different strategies in introducing their ad tiers. Colin and I
   discuss why Amazon’s move is so significant for the company and the broader
   streaming industry.
   
   Meanwhile this week Disney reported a $47 million profit in fiscal Q2 ’24 in
   its DTC segment, which includes Disney+ and Hulu. Profitability hadn’t been
   forecast until 6 months from now. It also added 8 million D+ subscribers
   domestically in the quarter. But as Colin details, closer analysis shows that
   Disney’s recent deal with Charter somewhat obscures the gains. There’s also
   the pressing question of whether DTC can be sustainably profitable.
   
   We tackle lots of other juicy topics this week too: Tubi’s continued growth,
   advertising’s increasingly important role in supporting the streaming
   ecosystem, WBD’s cost-cutting and bundling plans with Disney, plus more.
   
   Listen to the podcast to learn more (37 minutes, 3 seconds)
   
   
   
   
   
   Browse all previous podcasts
   
   Subscribe to Inside the Stream
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   Categories: AVOD, Podcasts, SVOD
   
   Topics: Amazon, Disney+, Podcast, Tubi TV, Warner Bros. Discovery
   
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 * INSIDE THE STREAM: 3 KEY THEMES FROM THIS WEEK’S NEWFRONTS
   
   Friday, May 3, 2024, 9:59 AM ET
   |
   Posted by Will Richmond
   
   This week’s NewFronts highlighted three key and interlocking themes: TV OEMs’
   emphasis on FASTs, AI’s role in driving video ads’ value, and CTV evolving to
   full funnel. We discuss each of these and how specific NewFront presentations
   addressed these points.
   
   All of these feed a broader belief I’ve had for while: the value of a CTV ad
   - as measured by the financial return derived from gaining a unit of the
   viewer’s time - is only going to increase in the years ahead. Ads will
   continue to be more targeted and personalized, and also drive KPIs across the
   full funnel as viewers’ opportunities to engage soar.
   
   Separate from video ads, I share highlights from IAB’s three-part session on
   Monday afternoon called “Spotlight On: News” which focused on the value of
   news media for brands and society. Huge credit to IAB for convening numerous
   C-level news executives to discuss the important role of trusted news in
   democracy and why it is good business for advertisers to be involved.
   
   Listen to the podcast to learn more (36 minutes, 59 seconds)
   
   
   
   
   Browse all previous podcasts
   
   Subscribe to Inside the Stream
   Apple Podcasts  Google Podcasts  Spotify  Amazon Music  RSS
   
    
   
   Categories: Advertising, AI, FAST, Podcasts
   
   Topics: IAB, Podcast
   
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 * INSIDE THE STREAM: INTERVIEW WITH WURL’S CEO ON AI’S ROLE IN CTV ADS
   
   Friday, April 26, 2024, 11:01 AM ET
   |
   Posted by Will Richmond
   
   This week we’re delighted to interview Wurl’s CEO Ron Gutman who discusses
   the company’s new AI-powered BrandDiscovery product that allows ads to be
   aligned with content in real time.
   
   Ron explains the eight key emotional reactions to specific scenes in
   entertainment programming, and how ads that are consistent with these
   emotions deliver far higher conversion. He also details the critical role AI
   plays in enabling improved personalization and targeting. The discussion
   further demonstrates how units of advertising are going to become ever more
   valuable as technology enriches them.
   
   Listen to the podcast to learn more (33 minutes, 10 seconds)
   
   
   
   
   Browse all previous podcasts
   
   Subscribe to Inside the Stream
   Apple Podcasts  Google Podcasts  Spotify  Amazon Music  RSS
   
    
   
   Categories: Advertising, AI, Podcasts
   
   Topics: Podcast, Wurl
   
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MORE POSTS ON VIDEONUZE

 * Inside the Stream: NAB 2024 Showcases AI, Blockchain and More
 * Inside the Stream: AI Drives New Value for Cineverse-Gracenote and Others
 * Inside the Stream: TiVo’s Q4 ’23 VTR: Service Declines, Discovery Challenges
   and More
 * Inside the Stream: Disney+/Hulu UX Lags, ESPN and RSNs, NFL Skeptical of
   Sports JV
 * Inside the Stream: New Data Shows Streaming’s Dominance Over Traditional
   Media
 * Inside the Stream: FAST Euro Limits, TV OS Wars, Broadcaster Super Apps
 * CTV’s Measured Embrace of Programmatic Is a Long-Term Win for Advertisers

See more Posts


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EXCLUSIVE NEWS ROUNDUP

 * The new ‘Hulu for Sports’ streaming service has a name: Venu Sports The Verge
 * Roku-MLB Highlights Free Sports Streaming as Fubo, Others Dive in Sportico
 * Netflix to stream 2 NFL games on Christmas Day The Athletic
 * Netflix ad-supported tier has 40 million monthly users, nearly double
   previous count CNBC
 * Disney Is ‘Pretty Dramatically’ Reducing Spending on Traditional TV Content,
   CEO Iger Says Variety
 * Paramount Holds Talks With Amazon About Expanded Partnership Bloomberg

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