Keys to maintaining direct-to-consumer video growth

Presented by 43Twenty

Last week, 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




Amazon prevents some device rivals, such as Roku, from buying advertising on search results tied to the company’s own products

This is according to a Wall Street Journal investigation. Among the findings were that device makers including Roku can’t purchase sponsored ads in search results for Amazon’s Fire TV, or for Roku’s streaming devices, the Journal found. The actions could attract the attention of regulators who are already examining Amazon’s business practices. Link


And speaking of devices, newly leaked images are giving us more insight into what Google TV’s user interface will look like

The homepage has Google TV branding at the top left corner, so 9to5Google predicts this will be the device’s final design. The new picture also shows “Search” “For you,” “Live,” “Movies,” “Shows,” “Apps,” and “Library,” tabs. It seems users will be able to create their own profiles, as there is a spot for a profile image on the top right corner. The homepage will also feature a background image from a show, selected as a “Google TV Staff Pick.” The image comes with a description, the name of the show, and says which streaming service the show can be found on. Link


Shudder has surpassed 1 million subscribers

AMC Networks launched the service in 2015. The company has pursued a niche streaming strategy, a contrast with larger media rivals launching mass-audience services like HBO Max, Peacock, and Disney+. Execs at AMCN have projected the company will end 2020 with close to 4 million total subscribers across Shudder and streaming siblings Acorn, UMC, and Sundance Now. Shudder is also expanding internationally. It launched in Australia and New Zealand in August, an expansion of its presence in the U.S., Canada, Germany, the UK, and Ireland. Link

Check it out: I recently wrote an article discussing OTT globalization and the most important considerations that streaming video providers, such as Shudder,  need to consider when expanding their services internationally. Link


The days of building that singular cable network with its own team and needs are long gone

For years, NBCU’s cable nets such as USA, Bravo, and E!, were power centers in the media company, each with a mandate to promote their own programming and brands. Those days are long gone.  As new CEO Jeff Shell reshapes the entertainment giant to cope with cable TV cord-cutting and the rise of streaming video, he is centralizing decision-making—from which shows get made to which networks those shows should run on—and dramatically slimming down the cable unit in the process. Link


Samsung’s TV Plus is coming to mobile

Samsung is doubling down on free, ad-supported streaming: After turning Samsung TV Plus into a massive success story on smart TVs, the company’s launching the service on some of its latest mobile phones this week. People who own a Galaxy Note20, Galaxy S20, Galaxy Note10, or Galaxy S10 will be able to access TV Plus on their devices. Link


The cable, satellite, and telecom TV industry is on track to lose the most subscribers ever

The pandemic has accelerated the adoption of a number of technologies, from online grocery to multiplatform gaming to streaming services and more. But one industry that has not benefited is traditional pay-TV. According to new research from eMarketer, the cable, satellite, and telecom TV industry is on track to lose the most subscribers ever. This year, over 6 million U.S. households will cut the cord with pay TV, bringing the total number of cord-cutter households to 31.2 million. Link

Quibi is exploring several “strategic options,” including a sale

Quibi is exploring “strategic options” for the company including a potential sale. Launched only five months ago, Quibi has raised about $1.75 billion from major studios and other investors and has banked dozens of original series coming from Hollywood A-listers. The major question is who, exactly, would be interested in acquiring the struggling Quibi venture, given the weak traction the service has seen to date? Link


MESSAGE FROM 43TWENTY


Helping (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


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

MORE FROM THE FRONT LINES


Several of Apple’s biggest critics, including Epic Games, Spotify, Basecamp, Match Group, Tile, Blix, and Deezer, have banded together to create the Coalition for App Fairness, a new group aiming to “create a level playing field for app businesses and give people freedom of choice on their devices.” Link


Spotify announced a partnership with Chernin Entertainment to develop TV and movie pitches based on Spotify-exclusive and original podcasts. The “first look” partnership means Chernin will get first dibs on developing pitches around Spotify IP. Spotify says its library now consists of more than 250 original shows from which Chernin can work off initially. Link


Chicken Soup for the Soul Entertainment Inc. announced that Crackle Plus networks recently signed VOD and linear distribution deals with Xfinity Flex, Plex, Xumo, fubo TV, and will be launching 15 additional Crackle and Popcornflix networks to be available on those platforms. Link


Sling TV announced a new feature called “Sling Watch Party” that will let customers text and video chat with their friends while watching Live TV at the same time. Link


Discovery acquired the assets of ad tech startup AdSparx as it prepares to launch a new ad-supported streaming video service in 2021. Link


INSIGHTS


Apple’s privacy push hurts media owners relying on advertising and subscription revenue. Link


What’s the difference between remarketing and retargeting? Link


There are only two ways to make money in business, bundling and unbundling. Link


Nielsen: 25% of U.S. homes stream video on the TV. Link


When people go to watch TV now, they’re more likely to turn to digital sources than pay-TV. Link


What are you getting out of your digital analytics?. Link


Streaming TV Is surging, but the ads remain on repeat. Link


How TV networks are setting up for the expanding ad-supported streaming war. Link


Samsung: more TV owners stream video than watch linear programming. Link


Pandemic accelerated cord-cutting, making 2020 the worst-ever year for pay-TV. Link


And millions of households will cancel TV subscriptions this year, eMarketer projects. 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


Manager, Globalization Program Management - Product Netflix Los Gatos, CA Payments AP Specialist Netflix Los Gatos, CA Product Designer, Studio XD - Content Intelligence Netflix Los Gatos, CA UI Engineering Manager Netflix Los Gatos, CA Marketing Manager Plex Los Gatos, CA Sr. Program Manager - Ad CX  Amazon Seattle, WA VP, Business Affairs (All Access) CBS Interactive Burbank, CA


VP Global Media Operations Analysis (Digital Transformation)

ViacomCBS

New York City


Vice President of Sales

NBCUniversal Media

San Antonio, TX


Product Manager, Connected Devices

NBCUniversal Media

New York City


Product Marketing Manager 

Stripe

San Francisco, CA


Senior Manager, Product Insights - Personalization

Spotify

Greater Boston


Client Services Manager - Performance

Roku

Santa Monica, CA


Principle Product Manager, Design Strategy

CNN

New York City


ICYMI: 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


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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