Analysis for 'Apple TV'

  • How Binge-Viewing Became a Cultural Phenomenon - A Brief History

    Binge-viewing is surely one of the most notable cultural phenomena of the past few years. Barely registering as a concept less than 3 years ago, many recent research reports now cite binge-viewing as having been adopted - if not regularly practiced - by a majority of TV viewers (examples here, here, here, here, here, here).

    The shift toward binge-viewing has immense implications for the TV and video industries, touching everything from the creative process to programming/distribution decisions to monetization approaches. Some companies are fully embracing binge-viewing and riding its wave, while others are taking a more cautious approach.

    Stepping back though, how exactly did binge-viewing become such a cultural phenomenon? I believe there are at least 5 key contributing factors, with the relationships among them creating a perfect storm of growth.

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  • Extreme Reach - full banner - 3-1-21
  • Survey: Price Sensitivity and Connected TV Devices Cloud Picture for Smart TV Adoption

    Today I'm pleased to introduce the newest VideoNuze contributor, Jose Alvear, who is a research analyst specializing in the pay-TV and online video industries. Jose has authored research reports on content delivery networks, IPTV, OTT video, cloud-based TV and social TV for leading firms in the industry. Jose is currently working on a book focusing on the disruption of the TV industry.

    Survey: Price Sensitivity and Connected TV Devices Cloud Picture for Smart TV Adoption

    by Jose Alvear

    Researcher IHS released survey results earlier this week suggesting a muted forecast for Smart TVs amid rising consumer price sensitivity and a proliferation of inexpensive connected TV devices. IHS found that 73% of U.S. consumers are not interested in buying a Smart TV in the next 12 months. IHS said that once consumers are educated about Smart TVs and learn more about their features, interest does increase. Overall awareness of Smart TVs is high, at 86%, with 30% expressing purchase intent over the next 12 months.

    But how intent translates into actual purchase is always tenuous and in this case, particularly so. That's because IHS also found that price has now vaulted to the top position as a driver for TV purchases, surpassing "screen size," which had been cited by more than 50% of respondents in 2012.

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  • VEVO Now Gets 50% of Its U.S. Video Views From Mobile, Tablet and Connected TVs

    There was an eye-opening data point in VEVO's viewership report for the first half of 2013, published this week: 50% of its U.S. video views now come from mobile, tablet and connected TV devices. In fact, in an interview on Bloomberg in late August (see below), VEVO CEO Rio Caraeff said non-desktop U.S. views are now over 500 million per month, more than half of its approximately 1 billion U.S. monthly views. He also characterized non-desktop as the fastest growing part of VEVO's business.

    The 50% non-desktop number is the highest I've seen disclosed by any online video content provider. Over the past year, when I've informally asked content providers about mobile/connected TV views, I've typically heard 25%-30%. By comparison, YouTube (note, VEVO is the largest partner) says on its site that mobile is 25% of its global watch time.

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  • 5 Items of Interest for the Week of Sept. 27th

    It's Friday and that means that once again VideoNuze is featuring 5-6 interesting online/mobile video industry stories that we weren't able to cover this week. Have a look at them now, or take them with you for weekend reading!

    Nielsen Unveils New Online Advertising Measurement
    comScore Introduces Digital GRP `Overnights` in AdEffx Campaign Essential
    Dueling initiatives from Nielsen and comScore were announced on Monday, aimed at translating online usage into comparable TV ratings information, including reach, frequency and Gross Ratings Points (GRPs). While online video ad buying is ramping up, the tools to measure viewership in a comprehensive way have been lacking. This is one of the main issues holding back content providers from participating in TV Everywhere. 

    Analyst: Cord-cutting fears overblown
    New research shared this week by BTIG analyst Rich Greenfield concludes that less than 8% of the market is actually interested in cord-cutting. The big impediment: losing access to sports and cable programming, which is unlikely to migrate to free over-the-top alternatives. Greenfield's conclusion is that cord-cutting isn't a major threat to pay-TV operators over the next 3-5 years. Notwithstanding the research, another factor I'd point to that could tip cord-cutting the other way is consumers' belt-tightening. Much as nobody wants to lose access to programming, if the price is perceived as too high, they'll make compromises.

    Why YouTube Viewers Have ADD and How to Stop It
    Abandonment rates for online video have always been a concern, and using new research, Visible Measures CMO Matt Cutler now quantifies the behavior. Expect 20% of the audience to drop out within 10 seconds of hitting play, 33% by the 30 second mark and 44% by 60 seconds in. Pretty sobering data but incredibly important in thinking about content creation and monetization.
     

    Networks Have Sharing Issues With Hulu
    Hulu's New Hoop
    On the one hand, Hulu's network partners, ABC, NBC and Fox are reportedly pulling back ad inventory that Hulu is allowed to sell, yet on the other, Hulu is reportedly out aggressively selling ads in Hulu Plus, its subscription service. Meanwhile this week Hulu also announced that Hulu Plus will be accessible on both Roku devices and TiVo Premiere, as it continues chasing Netflix in the subscription game.

    The New Apple TV Reviewed: It`s All About the Video
    Apple TV devices started shipping this week, and reviews began popping up all over the web. This mostly positive review indicates that the user experience is solid, but that content selection is still skimpy. That's no surprise given how few deals Apple has struck to date. Yet to be seen is how Apple TV performs when it can access other iOS apps.
     
  • Extreme Reach - full banner - 3-1-21
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