nScreenMedia OTT multiscreen media analysis

CandW discuss how internet TV bests linear TV, and HBO Max

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New data shows that many people are more engaged with online TV than traditional channels. It also shows consumers are keen for more, with a strong interest in new services from Disney and Apple. HBO Max looks like it could do well too. All of the internet TV activity from mainstream content providers is liable to kick off a new round of cord-cutting.

Chapter 1: Online TV the source of most people’s favorite show (1:20)

New Hub Entertainment Research data shows that far more people found their latest favorite show from online TV sources than from traditional television.

Chapter 2: Online TV as popular as regular TV (4:30)

Limelight fielded a survey in nine countries looking at video viewing behavior. It found that online TV was watched almost as much as traditional television in all the covered countries.

Both the Hub and Limelight data emphasize that Internet TV is at least as important as traditional television. It also lends credence to Netflix’s claim that its shows are so popular they are creating stars from new actors cast in prominent roles.

Chapter 2: Interest in new online TV services high (7:00)

Hub found that many people have already heard of Disney+ and Apple TV+. Other data from TV Time found even higher awareness of the services among TV enthusiasts. The data suggests both services could do well with consumers.

Chapter 3: Awareness of the Disney bundle also high (12:00)

Disney has also created a special bundled price for Disney+, basic Hulu, and ESPN+ of $12.99 per month. Hub and TV Time data show there is almost as much interest in the bundle as in the standalone Disney+ service.

Chapter 4: Services use free to boost sign-ups (13:15)

AT&T, Disney, and Apple are including their internet TV products for free with other services to grow the subscriber numbers as quickly as possible.

Chapter 5: HBO Max becomes clearer (16:40)

AT&T announced more details of its upcoming HBO Max service. There will be much original content created for it, and pricing is the same as the existing HBO Now service. AT&T was constrained in what it could charge for HBO Max due to the low introductory price of Disney+.

Chapter 6: AT&T’s aggressive approach to pay TV (21:30)

AT&T wants every HBO subscriber, including those subscribed through pay TV operators, to switch to HBO Max. Such an aggressive approach, along with all the other TV content switching to online delivery, will likely set off another round of cord-cutting in 2020 and 2021.


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