Social TV is dead. What's next?
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Transcript of Social TV is dead. What's next?
!
WHAT DO I MEAN BY SOCIAL TV?
•Social TV apps based on check-ins
•“Rewards” are stickers and discounts
•Viggle, Miso, GetGlue, IntoNow etc.
•GetGlue/tvtag has 4.5m users (and investment of $24M)
!
“During the 2013 Super Bowl, 15% of all Pepsi mentions on
Twitter during the halftime show came from GetGlue.” Source: Wikipedia
But - are tweets like this really valuable?
!
THIS GRAPH CHARTS THE FALL
•Lots of investment 2 years ago
•More recently lots of deals (line graph)
•These deals are exit deals, at low value
• IntoNow, GetGlue, Miso all sold recently
•Viggle made $91M loss last year, now
about to IPO to raise $58M
!
THIS ACTIVITY IS STILL VALUABLE
•Most people regularly use a smartphone or
tablet to go online while watching TV
•Overall TV viewership is growing
•Brands want to be present on all the
screens in the living room
•Many successful cross-platform apps
already
!
SUPERFANS
• want exclusive access
• want to join a community
• want recognition
They are willing to pay for it, with
attention, data and money
Read “The Curve” - Nicholas Lovell
!
!
DEEP INTEGRATION WITH TV
•Strong, repeated calls to action
•Urgency
•Feed back / Payoff
MPD also had 4.5m users, for a single app and a single show - and
cost much less than $24M to build!
!
•Social TV didn’t get the viewers
•The money is still on the table
•Focus on shows and audiences
•Superserve our superfans
•Smart social
•Low friction
• Innovative monetisation