This week, we discuss ViacomCBS’ “house of brands” strategy for CBS All Access. How will the company price it, and what will be the market impact? The move is timely looking at the decline in TV ratings.
Chapter 1: ViacomCBS’ house of brands strategy (1:10)
ViacomCBS announced that it would broaden CBS All Access’ purview to include all the company’s brands. Showtime and Viacom brands like Nickelodeon, Comedy Central, and MTV will be included.
Chapter 2: Why free ad-supported is such a good move (4:30)
Pluto TV is powering the free ad-supported tier of CBS All Access “MAX.” I discuss why adding a free level of service is a smart move by ViacomCBS.
Chapter 3: The market context for CBS All Access MAX pricing (6:30)
There are many pricing constraints and opportunities for ViacomCBS to consider for the new product. We discuss the possible price tiers for CBS All Access MAX. We also look at the implications for competitor HBO Max. Noggin, ViacomCBS’ $5.99 a month kids service, wasn’t mentioned as being part of the House of Brands. However, it makes sense to put it under the same umbrella.
Chapter 4: Disney+ increase this year? (9:00)
With CBS All Access MAX and HBO Max pricing in the $15-$20 a month range, can it be long before Disney+ raises its price? We think it will be at least a year.
Chapter 5: CBS All Access MAX like Hulu? (12:30)
CBS All Access MAX is beginning to seem a little like Hulu. We discuss how similar and how different the two services will be.
Chapter 6: TV ratings continue to decline (14:30)
Will reviews new UBS data that shows ratings for broadcast TV will likely fall as much as 9.4% this quarter. At the same time, ad CPMs continue to increase. Nielsen’s latest Total Audience Report confirms that time spent viewing live and time-shifted TV continues to decline sharply.
Chapter 6: Connected TV the future of television (20:20)
As traditional TV declines, connected TV grows. We review the data and explain why we think connected TV is the real future of television.
Will’s Connected TV advertising summit is happening in New York on June 21st. He will discuss many of the subjects covered in this podcast, and much more. As usual, I will be moderating discussions there. We both hope to see you there.