Streaming Made Easy

What are retailers waiting for? Across most demos, retail came out of 2nd in terms of subscriptions held by Americans. 3 things come to mind: → I guess most subscriptions come from Prime. According to Emarketer, in June 2024, 65% of US adults have a Prime subscription, Costco 27%, Sam's Club 26% and Walmart+ 26%. → It's a utility subscription on which Prime has built a lot of addl perks. Other retailers need to beef up their membership programs to have a shot at competing with Amazon. Superbundling is one way to do that with limited investment (vs building a standalone streaming platform and a content studio). → With high churn being the new normal, a retail membership is a fantastic opportunity for media companies to get bundled with a utility membership. Paramount+ is bundled with Walmart+. In Europe, except for a partnership between Carrefour & Netflix last year, I haven’t seen many Retailers x Streamers partnerships. Have you? ---------------- Hungry for more data? Grab the deck and listen to our convo with Bango (links in the comments). #streamingmedia Sources: Emarketer E-commerce Survey - June 2024

I have a soft spot for Telcos in the Super Aggregation race. Americans seem to agree with me in Bango's latest report. Granted, I spent 8 years at French telco, Orange, who experimented with all sorts of bundles but there is more to it: ✅ What Telcos have going for them: → Internet, Mobile (we can’t live without) → A solid multi-vertical content offering (beyond entertainment) → A 1st party data relationship with their customers → Multiple touch points on and off platform (stores, sms) → Billing which is the biggest weakness of CTV (except for big tech). On most platforms, billing happens off platform leaving customers having to manage their subscriptions on their own. Billing also facilitate bundles which CTV doesn’t do except for one off operations with one device + one subscription bundles. ❌ What Telcos should work on: To be a super aggregator, you need to offer a stellar UX and UI with curation, discoverability and personalisation features. Providers haven’t deployed the technology and commercial strategy to turn their UI into billboards like CTV does, leaving a lot of money on the table. For years, especially in Europe, providers stayed clear of CTV thinking they could do without, they could resist, they can’t. They need to be device agnostic to ensure they are the go to platform for their customers on devices that aren't theirs. Who's your go to source for subscription bundles? ---------------- Snatch the Bango research here: https://lnkd.in/ehgHGS_F Listen to our convo with Anil Malhotra there: https://lnkd.in/eZ93ScQk #streamingmedia

Subscriptions assemble 🙌 This week on The Media Odyssey podcast, we have teamed up with Bango, to get an exclusive first look at their latest research about the Bundle Economy. Bundle debate winner Evan Shapīro and I got to dig into the data before everyone & we interviewed Bango co-founder & CMO Anil Malhotra about how and why bundles matter now more than ever. Get our analysis and convo first thing tomorrow. Click, catch up, and subscribe 👇 https://lnkd.in/eH9igpcx Get your hands on the full report by Bango👇 https://lnkd.in/eXWhb6mg Out tomorrow at 10am GMT / 11am CET. #streamingmedia #podcast #bundle

Time’s (way) up for the Apple fortress. Pre-2019, Apple used to embrace the fortress strategy. Everything was done to have Apple devices and services be the centre of a user’s universe. Thing is, producing content is expensive and even with 2.35B devices in market, the economics of exclusivity simply don’t add up. Hence why Apple TV+ keeps breaking free from the Apple fortress to embrace ubiquitous distribution: → Proof n°1: Apple TV+ is device agnostic now and in 5 years time, it has built an impressive 3rd-party distribution network. https://lnkd.in/emAwtY3k → Proof n°2: The MLS Season Pass is now available on DirecTV, Comcast and T-Mobile https://lnkd.in/eJFTDGaS → Latest proof: They sold an original show (via Fifth Season) to ITVX. https://lnkd.in/e7X4tahC If you had told me 5 years ago that Apple would be in the business of selling/reselling, I wouldn’t have believed you. Question: is this strategy paying off? Come share your thoughts. ----------------- Your latest weekend wrap from Streaming Made Easy is here: https://lnkd.in/edG-QUhs We chat Apple and much more. Come with.

How do you bring creator content to big media? A simple copy and paste won't work. Each ecosystem has its codes which requires some finessing when moving content from one to the other. Watch my video interview with Jonitha Keymoore where we discuss how FilmRise brings creator content to the big screen. Streaming Made Easy is on YouTube too so here goes: https://lnkd.in/eaVkaFqF #streamingmedia

Show me the creator money. Fascinating data from Goldman Sachs because we assume creators make decent money from ads on YouTube given how big their audiences are on the platform and how much ad $ flow through YouTube (36.147B$ in 2024). Think again. 68.8% of creators generate revenue primarily from brand deals, while only 7.3% of creators generate revenue primarily from advertising. We discuss that and much more in today's edition of Streaming Made Easy: https://buff.ly/0jGEGDq #streamingmedia

Big media and creator media are on a collision course. One side has deep pockets, legacy influence, and decades of storytelling experience. The other? Unfiltered authenticity, a loyal community, and an ability to adapt at lightning speed. The problem? They often see each other as competition or worse one looks down on the other. But they don’t need to. The real opportunity lies in collaboration. The question though is how do we build that bridge between the two worlds? How do we protect what makes creator media so successful? Who is making moves in the space? Who’s best positioned to ensure everyone thrive? Find out tomorrow in Streaming Made Easy where you'll get a look at: -> The State Of The Creator Economy -> My video interview with Jonitha Keymoore to discuss how FilmRise brings creator content to the big screen Hit subscribe to get it first thing tomorrow: marionranchet.substack.com #streamingmedia #creatormedia

Meet Prof. Marlow schooling us on the science behind CTV advertising. Man that guy is smart. See for yourself in today’s episode of The Media Odyssey « Your Brain On Advertising »with Tony Marlow of LG Ad Solutions, Evan Shapīro and your Streaming Made Easy reporter. Hit the links in the comments. #streamingmedia #podcast

Disney+ experimenting with full episodes on YouTube. Here's how: As part of the release of "Bref" - Season 2, the 1st episode is live in full: 👉 on the Disney+ YouTube channel 👉 on the showrunner's YouTube channel (Kyan Kojhandi who does Hot Ones France) 👉 no ad breaks A trailer at the end of the episode acts as a CTA to go on Disney+ A sponsored ad with 2 links to take viewers to sign up to Disney+ 10 days in, the episode garnered: 🙌 1.5M views on Disney's channel (which has 50K subs, 83M views) 🙌 3.8M views on Kyan's channel (which has 562K subs, 100M+ views) 3 things come to mind: 🎤 YouTube creators acting as marketing amplifiers They bring more than the IP to the table, they bring their audience, even better their trusted community. It shows in the numbers of additional views he brought. 🔎 YouTube as a discovery platform With 42.6M MAUs in France, 41' spent per day spent on the platform, it's definitely one of the platforms you need to market your series on. 💰 YouTube goes full circle They get premium content in front of the paywall. It's an engagement driver. Streamers also invest in advertising as part of their subscription acquisition tactics. Of course, only D+ knows if it actually brought new subs or not but seeing that "Your Friendly Neighbourhood Spiderman" is now the one with a full episode live, I'd say it may have done well. Now tell me, are you buying this strategy or not? P.S.: "Bref", a great French show that you should watch #streamingmedia

The Media Odyssey is 2 months old 🥳 We've produced 8 episodes, 1 bonus one, distributed from day 1 across all audio & video podcast platforms. We've had our 1st guest. We have media partners keen to be part of the adventure. We're about to do a live taping in front of a MIP London audience. I'm taking a minute to stop and look at we've achieved in less than 4 months. From ideation on a sunny day on the French Riviera to today. I feel I've been on a treadmill for the last few months but what a thrill to work with Evan and our respective mighty teams. Now all of the above would be moot if you, our fellow industry friends, hadn't given us some of your weekly attention. For that, Evan and I will be eternally grateful. We'll keep the good work and hope to see you in London this week. #streamingmedia #podcast