YouTube TV’s first subscriber loss, tied to NFL Sunday Ticket churn, shows no virtual MVPD can defy the pay TV exodus.
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Are we reverting back to traditional media?? --- Back when my parents were kids, all they had was the TV. They were told what they would consume. Ads, news, sports, movies, the radio. Most of their media consumption was chosen for them. --- Then fast forward to the 2010's. Netflix, Hulu, YouTube and countless other streaming platforms... If you didn't want to watch it, you didn't have to. The power was given to the hands of the consumer. For the first time, people got to choose what they consumed. --- Now we're in 2023, almost 2024. And dare I say, the power has been taken away from the consumer again. It's all up to the algorithm and my "For You Page" what I watch. I get on Tiktok and Instagram every day, ready to consume whatever is pushed my way. On average, Gen Z spends the length of a movie on TikTok every day. --- I guess everything really is cyclical.
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The NFL is Dominating What is Left of Live TV Viewership. ESPN’s Monday Night Football season was its most-watched ever, Amazon’s exclusive Thursday Night Football broadcasts were up 24% year-over-year in 2023, and the NFL’s Thanksgiving games set an all-time viewership record last year. As on-demand content moves to streaming, live TV events - mainly sports - are the only thing left that can coral millions of Americans together at the same time. Expect a more competitive ad market for live broadcast sporting events between major broadcast networks and streaming. #marketing #advertising #broadcast
NFL dominates what's left of live TV viewership
axios.com
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I did some writing and editing on this NFL TV advertising report with my clients EDO, Inc., and I think it came out really nicely. Our new report has lots of info on what did and didn't work for TV advertisers during last year's NFL season—and plenty of insights for marketers looking to improve their performance this time around. https://lnkd.in/eGt9tth4
NFL TV Outcomes Report 2022-2023 Season
landing.edo.com
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YouTube has become a major player in the TV space, and has continued to gain share in recent months. This April nearly 10% of the total time that Americans spent in front of TV screens was spent on the YouTube smart-TV app, according to Nielsen. And this doesn’t even include time spent watching on the YouTube TV platform. YouTube is the largest streamer by view time, even higher than Netflix–which accounted for nearly 8% of total TV view time in April–and has been since early 2023 Tapping into YouTube is a no-brainer for any advertiser looking for relevance and reach in the CTV space. When you pair its reach with the relatively low barrier to entry for YouTube buying via Google vs. buying CTV via a DSP, Google’s varied targeting options, and the its CPM efficiency, YouTube becomes an attractive option & great entry point for advertisers looking to branch out into CTV for the first time or round out their CTV strategy. Read more about this at: https://lnkd.in/eUbiPsUU
What’s on TV? For Many Americans, It’s Now YouTube
wsj.com
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What is the future of sports on TV? A couple of interesting quotes: As on-demand content moves to streaming, live TV events — especially sports — are the only thing left that can draw huge swaths of Americans together at the same time. In reference to TV execs making decisions: "Nobody ever got fired for cutting a deal to air some NFL games. People get fired all the time for taking a shot on a pilot that might or might not work." What to watch: Aside from sports on ESPN, the vast majority of live television viewership is happening on broadcast, not cable. Like everything in this world, things are changing! But one this is clear, sports is still major, and should be on everybody's radar. Full article here: https://lnkd.in/eaM_yUX8 #sportsmarketing #sportsbusiness #sportsindustry
NFL dominates what's left of live TV viewership
axios.com
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Is YouTube killing cable TV? You've probably noticed the surging popularity of YouTube's live TV streaming service that mimics traditional cable packages. It's now the largest internet pay-TV provider, with over 8 million subscribers. However, behind that remarkable growth are some long-held misconceptions about YouTube TV's simple strategy of imitating cable TV. Myth #1: It replicates a defunct model consumers are ditching. In reality, there's still massive demand for bundled live TV channel access alongside on-demand content - it's the bloated pricing people hate. Myth #2: There's no innovation happening. False - bundling live sports rights like NFL Sunday Ticket with targeted digital content is a novel hybrid experience. Myth #3: The competition will quickly crush it. While Disney/ESPN's rival bundle is looming, tech giants like YouTube have major monetary advantages in future sports rights negotiations. The real truth? YouTube TV's familiar yet modernised approach to pay TV resonates because it solves consumer pain points around convenience, pricing, and programming integration. Do you think YouTube is onto something by imitating cable? Or is this just the latest TV bundle fad?
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I was thrilled to talk about TV's evolving role in the performance advertising universe with #ToddCrawford on Impact.com's #ThePathershipEconomy podcast. TV has rapidly evolved from a reach and frequency medium to a performance medium, driven by the ability to deterministically measure the actual impact of TV ads on sales, similar to paid search and social advertising. This evolution is opening up the $72B TV market to a new class of performance advertisers from Search and Social, which promises to more than double the size of the TV ad market. TV will also evolve for the traditional large brand advertisers, as they learn they can now target and measure outcomes--like sales--instead of investing billions of dollars based on panel-based proxy KPIs. This will radically change TV advertisers' mindset and their TV investment strategies going forward. 🎧 Listen now: https://hubs.la/Q025T_nL0
S4E5: Jason Fairchild on the future of connected TV advertising
https://impact.com
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Just in Time for the Super Bowl -- YouTube TV Lets You Minimize Broadcast Delay But There's a Trade Off Live sports is one of the biggest reasons to use YouTube TV, and the service made it even better late last year with the introduction of an option to reduce the broadcast delay for a limited amount of time. Now, that option can be enabled permanently. https://lnkd.in/guEWpa9C
YouTube TV now lets you reduce broadcast delay for live sports for longer
https://9to5google.com
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FROM Cynopsis 8/18/23- Eighty-five percent of 13- to 15-year-olds and 78% of 16- to 17-year-olds said they watched YouTube recently, according to a report on teen viewing behavior from Precise TV. That compares to 57% of 13-to-17-year-olds who said they watched video on demand and 43% WHO WATCHED BROADCAST TV (Emphasis mine). ALSO FROM CYNOPSIS 8/18/23 - The WGA West released a report, “The New Gatekeepers: How Disney, Amazon and Netflix Will Take Over Media,” that accuses the three companies of “anti-competitive practices” and calls for MORE GOVERNMENT REGULATION (Emphasis mine). “Without intervention, these conglomerates will seize control of the media landscape and the streaming era’s advances for creativity and choice will be lost,” says the report. “These new gatekeepers have amassed market power through mergers and other anti-competitive practices, offering an alarming window into the future of media.” FROM ME: These two seemingly unrelated industry articles in today's issues of Cynopsis are apt and point to urgent needs 1) Update Broadcast TV Regulations- long overdue (i.e. why are broadcasters required to produce E/I, Educational & Informational programming when YouTube, which clearly attracts the vast majority of young eyeballs, is not?) 2) Once updated, broadcast regulations should be rolled out to critical mass streaming and video platforms. Using the first amendment as an excuse to allow an unregulated and unfair media environment is a cynical abuse of what the first amendment is meant to accomplish, allowing for our individual right to free speech. This is NOT absolute and does not give anyone an absolute right to disseminate that free speech on privately owned public platforms. One of the first things I learned as a student of Mass Communications Law was the concept that yelling "fire" in a crowded theatre when there is no fire, is not protected free speech. This is essentially what cable and the internet do on a daily basis with zero consequences to themselves, but only for their audience and society at large. #Regulation #FCC #broadcastTV #Media #firstamendment #FreeSpeech #streaming #youTube #television #TV
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For anyone who buys YouTube through Google ads, I wanted to share a bit of a hack that we are seeing right now to get into premium placements for cheap. In the placements (image below) you can select Google TV and in our current campaigns we're seeing a lot of the inventory pushed to YouTube TV on channels like ESPN, news stations, and entertainment channels. On top of that the CPMs are in the $5-$6 range with 95% plus completion rates. So in essence you can get into some fairly premium inventory for cheaper than a YouTube skipable unit. Make sure to go into your campaigns and check the new Google TV box and then monitor the section where your ads were shown to see if you get a lot of run in YouTube TV. #youtubeads #digitaladvertising #digitalmedia #adagency #connectedtv #streamingtv
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