THE FUTURE OF U.S. PAY-TV THROUGH 2025
U.S. pay-TV was already in decline before COVID-19, and now finds itself on the "short list" of entertainment expenses consumers may cut back should the economy not improve dramatically between now and September. This presentation examines the state of the U.S. pay-TV in Q2 2020 and its place in the "new normal." It also presents TDG's newest data on the likelihood of and rationale for service downgrades and cancellations, and forecasts of pay-TV subscriptions (both legacy and virtual) are headed in the next five years. Topics discussed also include pay-TV expenses, service bundling, and factors catalyzing new subscriptions.
OTT FORECAST AND STRATEGIES
The COVID-19 crisis is having a significant impact on how consumers live their lives and how companies, including OTT services, operate their businesses. As a result of shelter-in-place orders and work-at-home mandates, households are consuming in-home video content at historic levels while OTT services are rapidly adapting their business strategies to meet the demand. This presentation examines the latest consumer trends in OTT service uptake, trials, cancellations, and consumption, and details how OTT services are targeting video consumers via extended trials, promotional and bundling offers, and free content tiers, to increase viewer engagement during this unprecedented time.
CUSTOMIZING A “PACKAGE” IN THE WORLD OF STREAMING: A CONSUMER JOURNEY
The TV marketplace is more crowded than ever. There is more content than ever to choose from and more platforms on which to watch it. There are traditional, "virtual" TV bundles, paid streaming subscriptions, free and ad supported platforms. And things are poised to get even more complicated when new services from Disney, Apple and Time Warner enter the game. Hub Entertainment Research's Jon Giegengack shares insights gleaned over the past year and offers answers to questions such as: How do consumers evaluate all of these options to get what they want? What attributes make them choose one provider over the alternatives? How many platforms is the average consumer willing to adopt? Which providers are emerging as the default for consumers? And which platforms provide the best value?
SOCIAL VIDEO ADOPTION: TIKTOK, SNAPCHAT, FACEBOOK, AND MORE
Subscription streaming services have been displacing more traditional TV options over the past few years. We all know this and will see this happening increasingly more as consumers subscribe to a bevy of new services launching this year. However, more recently and without as much fanfare, social media platforms like Facebook, Instagram and YouTube have become prominent platforms for 'social video.' Beyond just user-generated content, these social media platforms have entered into partnerships to create both original scripted and unscripted shows. As these social platforms and emerging ones such as TikTok continue to garner greater share out of consumers' video viewing, we can expect to see more and more viewers embrace social as their new go-to destination for video content.
UNCOVERING THE MARKETING TACTICS BEHIND THE STREAMING WARS
Streaming providers are competing to win consumer consideration and premium subscriptions in an increasingly crowded space. With hundreds of options to consider, marketing strategy is key to winning the hearts and wallets of consumers. Top players, including Netflix, Disney+, HBO Max and others, are differentiating their services and building unique connections with inventive campaigns, channel strategy and message. We'll explore some of the best-in-class product-level strategies across 14 marketing channels including: direct mail, email, print, display, online video, native advertising, national TV, podcasts, owned, paid and earned social media, and paid and organic search. We will evaluate how well these services are performing, or are likely to perform, given our knowledge of consumer behavior and attitudes from Mintel's consumer research studies. Finally, we'll consider what the landscape may look like in the months ahead.