Amazon Prime

SVOD Is the Clear OTT Winner

Amazon Prime Instant Video’s expansion and the introduction of BritBox drive home the point: SVOD will be the leading OTT business model for the foreseeable future. Amazon’s global launch of Prime Video and the announcement by UK broadcasters BBC and ITV of a U.S. launch for a new streaming service BritBox should seal the deal for subscription on demand. SVOD has won. “In retrospewww.streamingmediaglobal.comct, if you were starting out a few years ago pushing video OTT then it is blindingly obvious that SVOD would be the most successful online video model,” says Ovum senior analyst Tony Gunnarsson. It is still early days, but the world has already been sliced up between the all-powerful Netflix and a handful of local or regional competitors. Multiple pay-TV OTT initiatives around the world indicate that OTT video is becoming increasingly core to service providers’ product portfolios. The Q1 2017 launch of BritBox is one example. The venture pairs BBC Worldwide, the commercial arm of the BBC, with commercial network ITV and U.S. network AMC (which partners with the BBC for cable channel BBC America). BritBox will offer a collection of British content including dramas that have long been unavailable in the U.S. such […]

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Netflix and Amazon drive Western European SVOD

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Quick Take: Amazon Music Unlimited Comes To The UK

Amazon announced the anticipated launch of Amazon Music Unlimited in the UK today. For my full take on Amazon Music Unlimited see my previous post here. Make no mistake, Amazon are taking this launch seriously, with a coordinated PR campaign and press release quotes not only from Amazon’s head of streaming music Steve Boom but also from Jeff Bezos himself. So why the big deal? Music is a low revenue, low margin business for Amazon, just as it is for Google and Apple. But that’s not the point. Music always plays a special role for tech companies, sometimes because the CEO is passionate about music, but normally because it is the service off which other things can be hung. Amazon, like Apple, is starting the transition towards becoming a services company. While Amazon has made much more progress on video than Apple has, it has made much less progress than Netflix has. Music is the wide appeal proposition that can be used to get people onto the first rung of the services ladder. Just like the CD got people onto the first rung of Amazon’s ladder back in the 90’s. Amazon’s approach to streaming music has thee notable assets that stand it apart from the pack: Targets mainstream music fans: 9.99 AYCE streaming services have drawn most of their users from music aficionados, super fans who like to spend money every month on music and who have the inclination and expertise to lean forward and routinely discover new music. Innovations like Discover Weekly and $1 for 3 months promotions from Spotify have helped broaden appeal but these are tweaks to the model, not revisions. Amazon set its sights on the more mainstream user with Amazon Prime Music, with a smaller, curated catalogue that is free to Prime Users. Pricing […]

Les services de SVOD bouleversent le marché TV américain

Les services de SVOD bouleversent le marché TV américainSelon GFK, un simple service de SVOD ne serait pas suffisant pour les consommateurs « voraces » de vidéo. L’étude démontre, qu’aux Etats-Unis, 16% de la population des téléspectateurs (qui inclut tous les américains qui visionnent de la vidéo au moins une fois par semaine sur n’importe quel terminal. Soit 95% de la population américaine âgée de 13 à 64 ans) ont des abonnements multiples à la SVOD, contre 10% il y a 3 ans, c’est-à-dire une augmentation de 50% en 3 années. L’étude de GFK précise le profil de ces abonnés : ceux qui payent pour une combinaison entre Netflix, Amazon Prime, Hulu et les autres sites de SVOD, sont plus susceptibles d’avoir des enfants de moins de 18 ans dans leur foyer (50% contre une moyenne de 41% chez les autres téléspectateurs). Evidemment, ces téléspectateurs privilégient l’usage de leur téléviseur pour regarder les programmes en SVOD : 25% utilisent leur Smart TV pour streamer un service de SVOD. Dans le même temps, de plus en plus d’américains utilisent des “Digital Media Players” pour faire de la SVOD : les usages mensuels progressent régulièrement et Roku continue de dominer le marché. Ceux que GFK appelle les « self-bundlers » ont aussi des revenus supérieurs à la moyenne des téléspectateurs : 90.000 $ annuels contre 76.000$ et sont moins enclins à souscrire à des services de télévision payante traditionnelle : 67% contre une moyenne de 75% sur l’ensemble des téléspectateurs. Pour GFK, les téléspectateurs sont considérés comme des « Self bundlers » dès qu’ils sont abonnés à au moins 2 services de SVOD : 49% de cette population sont abonnés à au moins un de ces services ; 17% sont abonnés à Netflix et Amazon Prime ; 9% ont souscrit un abonnement à Netflix et Hulu Plus et 5% […]

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