Comcast and Verizon are the latest comms outfits to pile into video streaming — Comcast with its standalone Watchable service, and Verizon with its OTT streaming app go90. However, the two companies clearly aren’t aping Netflix and Amazon Prime by going the original-content route. Watchable will serve up free, advertising supported video from over 30 digital production outfits, among them BuzzFeed, AwesomenessTV, Newsy and Vice Media. That means different kinds of content from regular TV and movie output.
Netflix is going head-to-head with Amazon Prime but there’s very little content duplication as the two video providers have very different approaches to acquisition, something which also defines their brand propositions, says Ampere Analysis. Netflix’s content is typically more recent as it opts for high-profile titles earlier in their release cycles — as of August 2015, 11% of Netflix movies were released in 2013, and 9.5% in 2014, while it has twice as many TV shows from 2015 as Amazon Prime. No surprise, then, that Netflix spent over $3.1 billion on content in 2014, compared to Amazon Prime on $1.3bn.
Binge viewing has rapidly become a key part of the TV and media experience, and a huge 87% of subscription video-on-demand users do a spot of video gorging at least once a week, while close to three-quarters of non-VOD subs have also picked up the habit. And old-fashioned TV is struggling as half of linear viewers say they can’t find anything to watch at least once a day, while over 60% of 25–to–34 year-olds come up against this problem on a daily basis, according to the Ericsson ConsumerLab TV & Media 2015 study.
News Corp has stumped up £114 million to acquire London-based ad tech outfit Unruly. The media behemoth called video specialist Unruly a “feisty and creative company with a start-up sensibility that fits perfectly with our own approach to developing businesses in the digital age”.
A wave of video-on-demand services is spreading globally and targeting connected kids, according to IHS Technology research, which has identified the launch of seven online video services aimed at a children’s audience in 2014, and a further six by end-June 2015. The ability to reach children on personalised, Internet- connected devices is a feature they have in common, says IHS.
Tuesday metric: Close to one in 10 consumers globally watching YouTube for more than three hours per day, according to Ericsson research,
Video-streaming apps had a ‘fantastic’ second quarter with HBO Now and Hulu leading revenue growth in the US, while the former also landed on Android devices in July and Showtime’s streaming service also increased its footprint with rollouts on the iOS, Apple TV and Roku platforms. App Annie says it now believes cordcutting on a mass-market scale could soon be a reality in the US market as TV subs go OTT.
YouTube is taking on Amazon-owned Twitch with the launch of YouTube Gaming, with the new service pulling in all gaming-related videos and live streams from the YouTube platform.