Direct-to-consumer enablers

Presented by 43Twenty

How Amazon’s winning the TV game

According to Strategy Analytics, Amazon’s Fire TV has become the market leader of connected TV devices with a market share of 12.1%. What Programmers Can Learn From the Fall of Toys “R” Us is an article I wrote almost three years ago and it’s just as relevant today as ANTENNA just released a report stating that 70% of Showtime and Starz subscribers are being billed by Amazon and Apple. Look, Amazon (and Apple) are great partners, however, if your company has any direct-to-consumer aspirations (such as HBO Max), numbers like these should scare the shit out of you. The same companies that allowed Netflix to build its business off of their content are allowing Amazon to do the same thing. And don’t be surprised when Amazon comes knocking on the door looking for more money. Link


Sling TV last week quietly eliminated its three-day free trial

The service joins Netflix, HBO Max, Disney+, and CuriosityStream. Link


Netflix confirms that it’s testing a new feature to prevent subscribers from sharing their passwords

Last week, Netflix sent a message to some accounts with multiple users, threatening them with a service cut-off if illegally sharing passwords but offering the incentive of a free 30-day trial in certain territories. The message read: “If you don’t live with the owner of this account, you need your own account to keep watching.” Netflix said the move was “designed to help ensure that people using Netflix accounts are authorized to do so.” According to data gathered by LendingTree, nearly 4 in 10 Americans are sharing streaming logins — and a third of those do it without the account owner’s knowledge. Link | Link


Could Netflix license its content to others?

The approach could offset the billions it invests in programming every year. Netflix has discussed licensing older movies like its 2018 thriller “Bird Box,” which starred Sandra Bullock, to ViacomCBS’ CBS network, for example. Similarly, late last year, Netflix and NBCUniversal, which had just launched its Peacock streaming service nationwide, discussed Peacock licensing some older movies and shows from Netflix, such as the 2018 film “The Christmas Chronicles” starring Kurt Russell and Goldie Hawn. Netflix’s willingness to discuss licensing older programs suggests the company has concluded that older movies, at least, don’t help bring in new subscribers or retain old ones. Link


Roku announces its first original series

CYPHER will launch free on The Roku Channel this Friday. Earlier this year, Roku acquired Quibi’s entire library of content, including more than a dozen new programs. Link


Tubi planning to branch out into original programming

They’ll most likely start with original movies but are also exploring episodic TV shows, and are speaking with potential advertisers about partnerships. Tubi is expected to generate $300 million in ad revenue this year. Link

France Channels, a Britbox-style streaming service dedicated to French content, will launch next quarter

The service will feature more than 2,000 hours of content focused on French culture. It will also provide access to news service France 24 in both French and English. Link


WarnerMedia to launch ad-supported HBO Max tier in June. Expects 120-150 million global HBO Max and HBO subscribers by the end of 2025

Which is a significant increase on the forecast of 75m-90m issued in the pre-launch days of October 2019. By the end of 2021, HBO Max and HBO subscribers are forecast to reach 67m-70m. By 2025, half of HBO Max subscribers are expected to come from outside the U.S. The service is on track to be operational in 60 markets by the end of the year. International launch markets this year include 39 territories in Latin America and the Caribbean region in late June, followed by 21 European territories in the second half of the year. Link


Disney Plus surpasses 100 million subscribers

Though not a fair comparison, it took Netflix 10 years to do the same. Disney executives originally predicted that Disney Plus would amass between 60 and 90 million subscribers by 2024. The company has blown past that goal and is now targeting between 300 and 350 million subscribers across all of its streaming platforms (Disney Plus, Hulu, ESPN Plus, Star Plus, HotStar) by 2024. Link


WWE Network (in the US) will go dark on April 4

Let’s pour one out of one of the OG direct-to-consumer video services. This Thursday, NBCUniversal will begin rolling out WWE content on Peacock. While the service is shutting down in the U.S., it will continue to operate in other global territories. Link


A MESSAGE FROM 43TWENTY


We help (DTC) streaming services and (B2B) solutions providers accelerate their OTT businesses. 43Twenty is an OTT growth consultancy and digital marketing agency. We help media, entertainment, and technology companies unlock customer growth and revenue.

  • Strategic Advisory - We provide boards and executives with forward-thinking strategies that drive sustainable competitive advantage and profitability.

  • Digital Marketing - We create custom digital marketing plans that boost online traffic and revenue for streaming services and OTT solutions providers.

  • CX Strategy - We help product and marketing optimize customer experiences that delight, increase customer acquisition, loyalty, and engagement.

  • Retention Marketing - We help streaming services strengthen their relationship with customers throughout the product lifecycle – helping reduce churn, and increasing lifetime value.

  • Workshops - We conduct workshops on customer-centric KPIs, which help prioritize investments and unlocks visibility into the downstream effects and impact of product development and marketing efforts.

  • Vendor Sourcing - We guide businesses through the maze of solutions providers that align with their business short-term and long-term business objectives.

Discover more here or send us email to schedule a meeting.

INSIGHTS


How a stay-at-home year accelerated three trends in the advertising industry. Link


In 2020 streaming accounted for 83% of the $12.2 billion in total US recorded music industry revenues and paid music subscriptions in the US reached an average of 75.5 million. Link


75% of TV, film broadcasters see engagement as a top priority according to a JW Player survey. Link


How Spherex is helping streaming TV services comply with local laws and avoid cultural missteps as they expand internationally. Link


ESPN’s NHL TV rights deal show new positioning for Hulu, ESPN+. Link


More than 40% of u.s. consumers report buying or renting digital titles since the pandemic hit. Link


Advertising makes comeback on new streaming services. Link


TV Networks are building internal ad tech as they dive deeper into streaming. Link


80% of OTT services concerned about post-pandemic churn and growth plateau. Link


Linear television is here to stay. Where, is another story. Link


Latin America to have 116 million SVOD subs by 2026. Link


JOIN THE RANKS

Here's a list of some available opportunities within the media and entertainment space. If you have any job listings that you'd like us to share, contact TheStreamingWars@43twenty.tv.


Director, Corporate Development Roku New York City Senior Product Manager - Ad Performance and Measurement Roku Boston, MA Director, On Channel Marketing - HBO Max WarnerMedia Culver City, CA Director, Analytics Engineering - HBO Max WarnerMedia Los Angeles, CA Senior Product Manager HBO United States, Remote Vice President, Business Development - Analytics Endeavor New York City


Sr. Director, Go-To-Market, Peacock

NBCUniversal

New York City


Senior Technical Product Manager

NBCUniversal

New York City


Senior Platform Product Manager - Android

Pluto TV

West Hollywood, CA


Product Manager, Marketing Products - Consumer Product

Pluto TV

West Hollywood, CA


Engineering Manager, Notebooks

Netflix

Los Gatos, CA


Senior Product Design Manager

Sling TV

Foster City, CA



IN CASE YOU MISSED IT

Ebook: Optimizing the OTT Customer Journey: Keys to maintaining Direct-to-Consumer Video Growth


We dropped an ebook called "Optimizing the OTT Customer Journey." It explains how streaming video services can increase awareness, inbound traffic, conversions, CLV, and more.


What you can expect to learn includes:


1. Why media companies need to start thinking like software companies


2. Why engagement and retention should be your biggest priorities


3. Nine engagement & #retention KPIs you should be tracking regardless if you're an ad-supported or subscription-based service.


4. How the OTT marketing funnel works




Deck: How to keep your subscribers from hurling their remote at the TV


We recently presented a workshop titled "How to keep your subscribers from hurling their remote at the TV". To attract, grow, and retain subscribers on platforms you own, scaling empathy across each touchpoint, including marketing campaigns, not only keeps consumers from launching the remote, but it is also the key to surviving the streaming wars.


Come grab a copy of the deck we presented, which delves into:

  1. Why OTT brands must focus on product experiences vs. relying on distribution or become faced-with both revenue leakage and data loss

  2. Why MAU is a vanity metric & how to grow subscribers/viewers with customer-centric KPIs

  3. Specific examples citing who is doing it right, and which brands have ample room for improvement




To explore partnership opportunities with The Streaming Wars newsletter, contact TheStreamingWars@43twenty.tv

The Streaming Wars is a weekly newsletter providing the most important

direct-to-consumer video news, insights and good eats directly to your inbox.

Curated by 43Twenty founder Kirby Grines.

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