jeudi 21 décembre 2017

A new business model for TV: virtual MVPDs (Hulu Live TV, YouTube TV...)

Hulu is an American streaming platform (or virtual MVPD) jointly owned by three national networks (ABC/Disney, Comcast/NBCUniversal, Fox) and, since 2016, by Time Warner (which soon could be part of AT&T). Hulu was created in 2007, ten years ago; it now boasts 17 million-plus subscribers ($7.99/month).
Since Disney acquired the 30% Fox owned in Hulu (December 2017), it is now the major stakeholder with 60%.

In June 2017, Hulu launched a new live TV service. The service includes the four major legacy networks (ABC, CBS, NBC, Fox) and will also give access to parent cable channels: Fox News, ESPN, etc. Fox did not negotiate with its local affiliated stations: instead of local programming, the network will air national programs from Fox channels (Fox News, National Geographic, etc.). Missing, for the time being, are Univision and PBS (public TV).
Hulu Live TV has also inked a deal with Turner Networks (CNN), A&E Networks (Lifetime, The History Channel, etc.) and Scripps Network Interactive (HGTV, Food Network, Travel Channel, Newsy).
Of course, it also includes the Hulu SVOD service.

Major virtual MVPDs. Philo is a sports-free service, was first incubated at Harvard Innovation Lab (2009).
Updated March 8, 2018

New and noticeable features
 for Hulu Live TV

  • Cloud DVR and unlimited number of screens per subscriber ($19.99)
  • Episode badging (shows if there is something new to watch)
  • Optional commercial-free service ($4 / month)
  • Up to six individual profiles (personalization algorithm: viewing habits, device, schedule)
  • Available on Apple TV, iOS, Android, the console Xbox One, Amazon Fire TV but remains unavailable on Roku
  • Nielsen includes Hulu viewership in the standard TV rating (C3 and C7)
  • Soon (spring 2018), a TV guide
Advertising and measurement tools for Hulu Live TV
  • Interactivity, local advertising: T-commerce (Brightline platform) will let viewers engage directly with a commercial to locally purchase advertised products.
  • Dynamic ad insertion on local level two minutes per hour: Hulu sells advertising pods on cable networks or in the cloud DVR environment (ads in recorded programming)
  • Streaming advertising campaigns will be measured using DAR (Digital Ad Ratings, Nielsen: all viewing devices included)
  • Campaign effectiveness management with interactive TV platform Samba TV (campaign is extended to all devices - hence cross-device, de-duplication, programmatic segments, TV DMP) and Nielsen Catalina. N.B. Since May 2017, Samba TV partners with Kantar Millward Brown for a single-source solution (TV advertising effectiveness analytics). Samba TV is a data and analytics company. Holistic measurement across screens.
  • Since August 2017, AWS (Amazon) is the cloud provider for Hulu and its cloud DVR (N. B.: AWS provides also Netflix and Amazon Prime Video).
  • In Sept. 2017, Hulu received a "Primetime Emmy Award for Outstanding Drama Series" for "The Handmaid’s Tale".
It should be noted that virtual MVPDs do not profoundly revolutionize TV yet. They carry the same commercial networks, the same stations, the same programming. But YouTube TV is streaming a MLB network (baseball)...
Hulu Live TV counts mainly on Nielsen for advertising management. In fact, the seven streaming services mentioned in our chart are but a kind of MVPD (Multi Video Programming Distributor): is Hulu competing against cable operators?

1 commentaire:

Anonyme a dit…

ce marché de la TV américaine est vraiment très complexe à suivre vu d'Europe et de France. J'ai du mal à vraiment comprendre ls valerurs ajoutées de ces ensembles tels que hulu ou youtube TV par rapport aux cablo operateurs. help... ;-).
merci pour vos articles que je suis depuis 3/4 ans maintenant...