Connecting with Consumers to Surface the Right Content ... · major (Netflix, Hulu, Amazon)...
Transcript of Connecting with Consumers to Surface the Right Content ... · major (Netflix, Hulu, Amazon)...
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Connecting with Consumers to Surface the Right Content
During Massive Social Shifts
Carol HanleyChief Revenue & Strategy Officer
Whip Media Group
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© 2020 Whip Media Group22
Transforming how content is bought and sold throughout the entertainment ecosystem with a unique,
integrated solution to intelligently acquire, distribute and monetize your content.
The Leading Content Value Management Platform
The World’s Largest TV & Movie Tracking Platform
The Community-Driven Entertainment Database
Confidential ©2020 Whip Media Group
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Powering the Leading M&E CompaniesStudios, Operators, Broadcasters and OTT Platforms depend on Whip Media
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▪ Remote workforce tune-in
▪ Unemployment rise
▪ Live events cancelled/postponed
▪ Education campus shut-down
▪ Theaters shut down
▪ Theatrical window reduced
▪ Theater on-demand in the home
▪ Disc-to-home window collapse
TV Viewership is UpMany factors fueling content consumption
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In a Time of Uncertainty,
What is the Quarantined Consumer Sentiment?
Not just what they’re watching, but why…
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▪ Vast majority of respondents (91%) are planning to socially distance/isolate to some degree
▪ Of those planning to isolate, 84% are intending to increase TV consumption
▪ No respondent said they will decrease their TV consumption
Most Plan to Self-Isolate & Watch More TVAre you planning to stay home or limit social interaction?
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▪ Dramas and Comedies most popular
▪ Top 5 choices indicate that viewers want some relief from ominous headlines
▪ Low intent for Children’s programs likely due to timing of survey. Schools were just starting rolling closures
▪ Low intent for Sports-related Programs like due to timing as well
Consumers Want Drama & ComediesWhat content do you WANT to watch?
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▪ Most respondents want to watch what is on their playlist, which may not be in the programming window
▪ Program availability could be a motivation to stay with or consider a new service
▪ Popular motivations further imply a reason to escape from reality and make them laugh
Consumers Want to Watch Their WatchlistWhat do you REALLY want to watch?
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Shift from Mobile to the Big ScreenCOVID-19 taking us “back to the future”
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▪ All Rise drama from CBS first virtually-produced primetime scripted services
▪ Filmed extensively using FaceTime, WebEx, Zoom and other available social media and online technology
▪ Scripted around the “new normal” of social distancing and self-isolation and impact on the characters lives.
Virtual TV Production Experiment UnderwayPrimetime series may be able to return soon
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▪ In times of crisis, TV viewership increases
2016 Snowpocalypse: +45%
2017 Hurricane Harvey: +58%
2020 COVID-19: +60%*
▪ Unstoppable cord cutting trend
▪ Cadence of new streaming services coming to market, globally
Streaming Services Poised to Benefit from COVID-19
*Nielsen Total Audience Report, March 2020
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▪ Top motivators are Curiosity (26%), Variety of Content (23%) and Talent (23%)
▪ Motivators and Subscription Tiers varies by age and lifestyle (Gen Z, Millennials, Gen X)
▪ New and unique content is key to attracting paid subscribers
▪ One the service was described, people are 4X more likely to subscribe
Quibi Launches Paid Short-Form MobileA-Talent fuels followers; 1.7 million downloads in 1st week after launch
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▪ Top motivators are Current NBCU Shows (51%) and NBCU’s movies and TV libraries
▪ Among Likely/Very Likely, interest in all types of content rose sharply
▪ Ad-supported tier most attractive among Total (45%); Premium more attractive to Very Likely/Likely (47%)
▪ Content variety and choice in subscription tiers are key
More Services Continue to LaunchNBCU bets on the bird: Will the Peacock streaming service fly?
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Most Anticipated Shows1st Party data insights powered by the TV Time app
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What Are They Binging1st Party insights powered by the TV Time app
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▪ Far reaching impact on the industry
▪ TV viewing at historical highs
▪ Trend reversal from the small mobile screen to the large TV screen in the home
▪ Streaming companies poised to benefit if they make smart content choices
▪ Programming choices should capitalize on consumer sentiment and a premium assigned to the value of that content
▪ Consumer sentiment will continue to evolve and data insights critical to react in real-time
Insights from the Quarantined ConsumerLarge scale shifts in viewing behavior
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Industry Implications
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It’s a New World for Media & EntertainmentThe Covid Impact
FRICTIONLESS
DISTRIBUTION
INSIGHTFUL
AUDIENCE DATA
CUSTOMERS ARE
IN CONTROL
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The Streaming Wars Have Changed EverythingCOVID-19 is giving these platforms more momentum
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Competition for the Connected Consumer
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Let’s not forget about mindshare…
SOCIAL NETWORKS PUBLISHERS INTERESTS
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Will Theatrical Attendance Continue to Decline?Straight-to-home strategies likely to pressure the established theatrical window
This has been the largest growth segment at the box office
With the exception of 2016, admissions have held steady
over the past six years.
This includes comedies, dramas, horror films, action/thrillers,
documentaries, live-action family
*2020 Study by United Talent Agency
Budget>$100M Animation Everything Else
Admissions by Year (in millions)*
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▪ Back in 2015, there was only three feature-length original film on the major (Netflix, Hulu, Amazon) streaming services
▪ Not only did two new streamers enter the mix in 2019 (Disney+, Apple TV+), but the number of original films ballooned to 88
▪ These films compete most directly with the films in the “EE” Group
Original Streaming Films
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COVID-19 Has Not Stopped Content SpendingMore critical now to offer the right content on the right platform
Source: Variety Intelligence Platform 2020 and Corporate Financial Statements23
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The Why Behind the Watch
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How do you better predict the audience?
100+ Countries, Regions, Custom Geographies
Followers
Viewers
Affinity Index
Device Watched
Engagement Score
Character Favorites
Binge Rate
Views
Share of Viewers
Viewer Drop Off
Completion RateShare of Binges
Engagers
Rating
Meme Count
Meme Engagements
Emotion Votes
Viewer Index
Country Index
Churn
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Case Study
YOU: Lifetime to Netflix
Finding the best content-to-platform fit
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Lifetime Then
Anticipation Report (Global)
Published in Aug. for Sep. 2018 shows
Netflix Now
Anticipation Report (Global)
Published in Nov. for Dec. 2019 shows
YOU Is A Hit On NetflixWe predicted its success even before it’s original premier on Lifetime
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▪ YOU had momentum in followers leading up to its premiere and the first few months (post-launch) on Lifetime
▪ Demographics for “YOU” skew female and young
▪ Lifetime demographics skew female, so high demand anticipated
▪ Landing on Netflix exposed the show to both a female AND younger global audience, driving a higher demand trajectory
Data Insights Predict A HitNot all channels are created equal for the same piece of content
YOU hits Netflix
LifetimePremier
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Conclusion: Lifetime to Netflix
Data insights enabled rights holder to target right content to
platform and capitalize on that content
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Surfacing Smarter Choices in a Fluid World
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What’s needed now and for what’s next
AUDIENCE ENGAGEMENT
AUDIENCE INSIGHTS
CONTENT CHOICE
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QUESTIONS?
Carol [email protected]
Whip Media Group
Download the latest reports at www.whipmedia.com