Monthly Archives: August 2016

Cutter Attention For New Entries Vies

AT&T made a play for the growing streaming TV market, announcing the launch of DirecTV Now, a cable-like over-the-top (OTT) live streaming service which will offer DirecTV’s satellite channels to subscribers.

AT&T’s move into streaming TV makes sense as more and more consumers are watching digital content on their TVs, laptops and mobile devices through OTT services. eMarketer estimates that there will be 188.1 million OTT video service users in 2016, rising to 206.1 million in 2020. YouTube is included in eMarketer’s estimates. Because its audience is so large and well-established, it makes the growth of the entire category appear to be less dramatic.

Many OTT viewers have increased their digital TV and video content consumption after cutting the cord to cable TV. eMarketer expects the number of cord-cutters (and cord-nevers—those who never have had pay TV) to rise substantially over the next few years, growing from 17.8% to 22.6% of the US adult population between 2016 and 2019. AT&T’s move into the live-TV streaming space is a new way to offer potential viewers access to traditional live TV content that they would typically view via cable subscription.

AT&T is looking to attract subscribers with a variety of deals, including an introductory pricing option of $35 a month for a package of more than 100 channels. AT&T is also including a fourth-generation Apple TV to customers who sign up for 3 months of pre-paid DirecTV Now service, and an Amazon Fire TV Stick with 1 month of pre-paid service. Additionally, AT&T mobile customers will be able to stream the content via the DirecTV Now app without worrying about monthly data limits.

While these offers may be tempting for some customers, it may not be a deal-driver for many, said eMarketer analyst Paul Verna. “Price is one of the factors people take into account when choosing a pay TV service, whether a cable- or satellite-delivered one or a digital streaming package,” he said. “However, consumers are also picky about what shows, movies, sports, live TV, and local channels they watch. In that regard, they tend to select services based on how closely they match their wish lists, as opposed to simply choosing on the basis of cost.”

DirecTV Now’s content does come with some caveats. It reportedly does not offer consumers a DVR option, excludes CBS (which offers its own live streaming service) and does not offer local networks not owned by ABC, NBC or Fox.

AT&T also faces competition with other existing cable-like streaming services such as Sling TV and Sony PlayStation Vue. The market is expected to become even more competitive in 2017 with Hulu’s expected move into live TV, which will include channels such as ESPN, ABC and Fox, as well as YouTube’s new “Unplugged” service, which will offer a bundle of not-yet-announced cable TV channels.

Monetization Audience Platorms and Content

This is the latest installment in an ongoing series of quarterly video ecosystem overviews focusing on monetization, audience, platforms and content. Our goal is to provide a summary of key developments each quarter on a need-to-know basis.

  • The US digital video market remains a tale of two monetization mechanisms: advertising and subscriptions. YouTube and Facebook, among others, solidified the case for video advertising in Q3 2016, while some services, notably Vimeo, Hulu and Amazon, doubled down on subscription-based approaches.
  • Connected TV users in the US jumped by more than 20% this year. However, as the format continues to approach saturation, growth rates will level off to single digits starting next year. Smart TV usage also increased significantly in 2016 and will remain a strong growth category.
  • Game consoles are the most popular devices for streaming videos on connected TVs and will stay there through the end of the decade. However, smart TVs will gradually close the gap, and specific devices like Amazon Fire TV, Google Chromecast and Roku will continue to gain momentum. Content platforms are led by YouTube, followed by Netflix and Amazon, both of which will keep surging over the next few years. Hulu will take a hit because of its recent decision to forgo free access in favor of paid content.

 

Games Player

Facebook’s launch of a new set of games, called Instant Games, available for play both on the core Facebook platform and its spun-off Messenger app, is a new step but also a bit of a throwback for the social network.

Facebook beta-launched 17 games, including old school titles like Pac-Man and Space Invaders, which can be played in app, whether the user is on a desktop, laptop or, more likely, a mobile device.

While Facebook’s sharing and communications utilities are what made it the cultural juggernaut that it is, gaming has played an outsized part in its history, contributing a significant amount of its revenue in the early days, when it was still experimenting with ways to unlock the advertising potential of the platform.

A survey by AYTM suggests that game-playing is still a widespread activity on Facebook. AYTM found that almost half of social network users said they played games on social platforms at least occasionally, and half of those said they did so regularly. While the survey didn’t ask about gaming on specific platforms, Facebook users predominated the survey group—92% of those who said they used social networks were on Facebook.

The AYTM survey suggests that, at least at the moment, user interest in playing games on a social platform is not likely to change much. When asked if they were likely to play a social game in the next year, 38.7% said they probably wouldn’t —almost the same number who said they had never played a social game.

Some 15% of the time users spend on Facebook is devoted to games, according to a report in the Wall Street Journal, and games generate $45 million in monthly revenue, down from $65 million in December 2011, according to a Piper Jaffray estimate.

At that level, games make up only small slice of Facebook’s overall revenue. Most gaming revenues are accounted for in Facebook’s financials as “payments and other.” eMarketer estimates that such revenues will make up less than 3% of the company’s total this year. That revenue mix is not projected to change much over the next two years.

 

Daily Activities in Japan

The widespread success of the location-based game Pokémon Go is inspiring a wave of interest in location-powered entertainment among consumers and businesses around the globe. In Japan, in fact, growing time spent by younger smartphone users with these mobile games is leading to potential marketing opportunities for businesses.

According to a September 2016 survey of location-based gaming habits in Japan conducted by JTB Tourism Research and Consulting, a growing portion of the country’s young smartphone users were interested in such games. Twenty percent or more of male and female smartphone user respondents in the 18-to-29 age segment said they spent between 0 and 60 minutes per day playing location-based smartphone games. In addition, a particularly engaged segment of smartphone users (7.8% of males and 8.7% of females) from the same 18-to-29 age group said they spent an hour or more playing them.

One consequence of the time spent playing location-based games is that they often lead to adjustments in game players’ real-world habits. For instance, in JTB’s survey, 13.4% of location-based smartphone gamers said they had made a purchase at a store in order to stay longer and continue playing. Meanwhile, a majority (55.4%) said they had gone on a detour from their daily commute in order to participate in such games.

 

While the popularity of specific games like Pokémon Go may rise and fall, it is entirely possible that the habits shaped by this phenomenon will see more consumer adoption in the future. Businesses that are able to use the rules of location-based games to encourage visits through paid sponsorships or active participation in the games could potentially reap significant benefits.