Comments
clrmoney
2/13/2017 3:11:55 PM
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Video is for everyone
I think Youtube, Vevo and many other play a large part in it as well as big corporations so they are so many for the customers to use.
elizabethv
2/14/2017 9:25:16 AM
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Content, Distribution and Platform
I would say OTT providers with a wide selection base at an affordable rate exist already - in Netflix and Amazon Prime.
I would also assert that some cable-TV providers are working on offering everything a customer might want. Some providers allow customers access to Netflix, giving them the option of OTT with their cable-TV experience. This is a "best of both worlds" type idea, and probably is appealing to a lot of people. I know my Mom has this option, and when we are at her house, my kids are definitely never lacking in things to watch.
I don't know that I would say any of the options are "king" but more a combination of the 3 will always create a winning combo for any company willing to create it with a good price tag.
Adi
2/14/2017 11:45:07 AM
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Re: Content, Distribution and Platform
elizabethtv - Yes, I think it's more being able to address a more diverse set of requirements now. Aggregate as much content as possible, and package and price it in ways that appeal to the various groups. The "king" bit is mostly for bumper stickers. And always has been, I think.
afwriter
2/14/2017 12:30:58 PM
User Rank Platinum
Re: Content, Distribution and Platform
I think that Amazon has the most potential right now because you get all of their content and then have the option to add Amazon channels on top of that.
I would not be surprised in the future if we see some loose partnerships in the future between OTT providers. I could see something like Netflix and Hulu teaming up to create a "bundle" package which gets you both services for less.
Michelle
2/14/2017 1:49:47 PM
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Re: Content, Distribution and Platform
That would be really neat. I wonder how they'd get to that deal. I would expect some disagreements about pricing early on.
Adi
2/15/2017 10:13:29 AM
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Re: Content, Distribution and Platform
It's an interesting idea. If we do see Hulu's skinny TV bundle take off, then it might be a good fit. Netflix for the bingeing and premium viewing, Hulu for the day-to-day. But that depends on a lot of factors, including how Hulu's more premium fare is doing and what its costing them.
I would also look to Amazon as the best positioned for an OTT aggregator role. The company is already looking for ways to take on that role, and with Prime essentially subsidizing the video service, they might have a bit more financial leeway than the other "pure-play" OTT providers.
Ariella
2/15/2017 10:43:08 AM
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Re: Content, Distribution and Platform
@Adi Would that fit with the current level of consumer subscribtions? Do Hulu subscribers also subscribe to Netflix?
Adi
2/15/2017 11:09:56 AM
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Re: Content, Distribution and Platform
Ariella - Great question. Don't have current numbers, but I recall seeing that approximately 1/3rd of US HH have more than one OTT subscription. The most common "double" is Netflix + Amazon (which is a bit more complicated because there are a lot of Prime subscribers who don't use video), but that's about 10-15%. My very speculative guess would be that about 5% or less of US households have both Hulu and Netflix.
Adi
2/15/2017 11:37:10 AM
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Re: Content, Distribution and Platform
But I think the opportunity for overlap would be more with the Hulu skinny bundle, which is yet to be launched. Last I heard launch date was spring 2017.
Ariella
2/15/2017 11:38:25 AM
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Re: Content, Distribution and Platform
@Adi Thanks. I don't know if FB is spying on me here because just now I saw a Hulu ad in my feed that said this: "Don't miss all seasons of the Golden Girls now streaming on Hulu! Watch now: https://hulu.tv/GoldenGirlsOnHulu"
It seems Hulu wants to also be considered for binge watching. I don't believe I've given FB any indication I'd be interested in seeing all the seasons of the sitcom, though. I often am puzzled at what FB thinks is a targeted ad for me.
elizabethv
2/27/2017 6:39:32 PM
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Re: Content, Distribution and Platform
@Ariella - my guess would be there's a cookie on your computer/phone that recognized you typing Hulu, and Facebook is taking that as a cue that you have some interest in Hulu, so they are throwing an ad your way. The targeting of ads these days have become crazy! I look at something on Amazon or Walmart, but if I don't buy it, the ad for that item haunts me for weeks all across the internet! I have to wonder if the targeting of ads has made businesses more successful. Because if I decided I wasn't going to buy something, making it haunt me about the internet isn't going to change my mind any. (Though for some people it might.)
elizabethv
2/27/2017 6:30:05 PM
User Rank Platinum
Re: Content, Distribution and Platform
@Adi - Are you saying 10-15% of Amazon Prime holder's aren't using the OTT service? Just want to be sure I understand, because that's an interesting statistic. If I were to be fair, I definitely had Prime long before I ever used the OTT. But now I'm an addict (or my kids are?) and they're watching it as I type this. That's crazy though that you would guess only about 5% of households have Netflix and Hulu. My family would definitely be in that tiny number. I can't imagine why there wouldn't be more, they are more different than Netflix and Amazon (in fact those to have a decent amount of overlap) whereas there isn't a whole lot of overlap with Netflix and Hulu. I'd watch more on Hulu if my work didn't have the it blocked for reasons I can't even begin to understand..... (Netflix and Amazon aren't blocked, and I am very much allowed to watch movies while I work, I promise.)
Michelle
2/15/2017 1:46:20 PM
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Re: Content, Distribution and Platform
The way content is licensed and distributed has really changed over the years. It's very interesting to watch OTT players bend and shift to meet customer demands. Amazon has been adding more benefits to Prime membership. They may well be gearing up for the next chapter in streaming.
Ariella
2/16/2017 12:05:17 PM
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Re: Content, Distribution and Platform
@Michelle It definitely pushes that benefit. One of my kids got the free trial run of Prime for college students, and it puts up reminders about its video streaming benefits.
Michelle
2/16/2017 1:48:21 PM
User Rank Platinum
Re: Content, Distribution and Platform
I wondered how they were promoting video to new subscribers. Bundling video, books, and shipping all together is a lot. I'm really curious how the Amazon pick up stores will influence new subscribers. You get video AND 1-day shipping.
mpouraryan
2/17/2017 2:45:22 AM
User Rank Platinum
Re: Content, Distribution and Platform
As I read through this discourse, what I know (as someone who is part of the "cord cutting" generation), I will tell you that at least with Prime--it is relentless and the banner adveritising is quite vibrant--we just need to be smart @Michelle not to just fall for it. For instance, one of the latest "banner ads" was hosting an Oscar Party!! :) :)
Michelle
2/17/2017 1:48:00 PM
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Re: Content, Distribution and Platform
TV watch parties definately aren't my thing. I think I'll be good ;)
mpouraryan
2/17/2017 3:30:11 PM
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Re: Content, Distribution and Platform
On a serious note, though, the message is that "traditional TV" is dying-and it includes stuff like ESPN et. al as Disney is continuing to struggle. The question continues to be: Who will be left standing?
dlr5288
2/28/2017 4:00:26 PM
User Rank Platinum
Re: Content, Distribution and Platform
Don't get me wrong I can definitely sit in front of the television and watch shows, if im interested in them..otherwise it would be torture.
elizabethv
2/15/2017 8:46:26 AM
User Rank Platinum
Re: Content, Distribution and Platform
@afwriter - I completely agree about the option to add channels on to your Amazon subscription. I recently added HBO onto my Amazon subscription and I haven't looked back. The additional content is really nice to have, even if I'm not a big fan of the price. They do at least make it worth it. HBO is even a pricey channel to add-on (obviously) smaller channel options like UP are only an additional $5 a month. And you get a decent amount of content access for that extra $5 a month. It was definitely good for everyone when Amazon branched out with channels. If only there was a "Disney" channel, that option would be amazing.
srufolo1
2/15/2017 5:36:48 PM
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Re: Content, Distribution and Platform
@elizabethv How does what you pay for HBO through Amazon compare with if you used a cable provider? I know that Premium channels like ShowTime and HBO get expensive to add on with cable. They suck you in by giving it to you for free for the first several months of the subscription, but then it becomes inaffordable.
elizabethv
2/27/2017 6:35:26 PM
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Re: Content, Distribution and Platform
@srufolo1 - It's been a few years since I've had cable so I'm honestly not sure what a cable provider might charge for HBO access. A definite advanatage to having HBO through Amazon (it's $15 a month BTW) instead of cable though is that I believe all of their content is just available for streaming right now, instead of waiting for any movie you might want to watch to come on during a scheduled playing time. And in my opinion, the movies are really pretty decent movies. I'm justifying it by saying I'm not spending that money at RedBox, like I might have otherwise. We like to have a family movie night at least once a week, and then I watch movies while I work too, so the access and variety have been really nice to have.
srufolo1
2/28/2017 6:13:58 PM
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Re: Content, Distribution and Platform
@elizabethv I can see the advantage of that, and the price seems decent. I am exploring a number of options right now, including AT&T's DirectTV. I just wish AT&T would offer Wi-Fi, so I could get a package deal.
srufolo1
2/14/2017 12:26:22 PM
User Rank Platinum
Rambles & Rants
I guess you can say the real monarch here is the audience. Think about radio and how millions of people were will willing to pay for radio to follow "King of all Media" radio shock jock Howard Stern when he decided to leave public broadcasting 11 years ago? His followers, mostly commuters on their way to work, couldn't live without him. So they paid to listen to his show on Sirius. How is it possible for one operator or cable TV provider to zone in on everyone's tastes in one package? Guess that's why skinny bundles will rule because it will keep costs down for both the provider and the consumer. As far as the platform, here again, I argue that the consumer is king. Why are Apple devices so popular?
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