by Ajey Anand
Oct 18, 2022
Blog
Did Netflix Get Soft?
How will this impact Ad-tech for OTT in general? What does Microsoft´s foray into the globally lucrative video advertising market? And how would this impact Google´s strong foothold in the business of TV?
All official announcements from Netflix are rightfully consumer-focused. Fair play to the first global OTT provider who tried long enough to have an ad-free stance for binge watching quality content. With content being the central focus, and arguably with good price-points across the world, it could only last that long. The sustenance of such a business model makes the pre-summer announcement not surprising. One can only imagine the amount of work spent ahead of this time in deciding the choice to use the Xandr /Microsoft as well other trials which surely have taken place.
It is incredible how swift the launch plans were announced across all continents last week to offer the ad-based tire across every continent in November. It seems to be as rapid as they became globally available in the first place. But the question is if the 30% price-cut is a good enough, where consumers will need to watch 4 minutes of advertising, every hour, for now. It is of course a great call to not impact existing customer choices, while Standard and Premium subscribers will not have this option as yet.
Netflix is certainly bold enough to insert 30-second adverts where 4-6 such ads or many more shorter ones will be inserted every hour as pre-roll and mid-roll ads. Netflix has referred to this as “light” which means it would increase – and if the consumers don’t complain too much? While they have showcased only how one single 15-second advert feels, we should expect to get used to more right away.
Is it really a downgrade to choose the ad-tier subscription? This will depend if the 4 mins of advertising remains so or not. I don’t think the reduced content offered in this tier is the problem as much as the price point, which still seems high for a consumer with all the other options available today. Especially when many already complain of reduced content as Disney and other content providers have taken off their shows over the past many months.
Netflix has already prepped themselves with content tagging teams to choose the right points where the mid-roll adverts will be inserted. This is extremely important for the user who would already be on the edge, literally speaking.
How would this work for measurement and viewing of ads within downloaded content – is understandably a plan for 2023. Netflix is working with DoubleVerify, IAS and Nielsen for making sure view-ability is confirmed as well as audience reach is tracked.
Netflix has taken a hard stance that the Price & Plan is a much needed stance for all Parties and time will tell, if they need to soften it a bit more or not.
With my professional foundations set at NewsCorp´s Ad-sales teams, of course a lifetime ago, I find it most natural for Netflix to finally include adverts back into TV, where they belong!
BLOGS & PRESS
A Guide To Making TV Streaming Services More Accessible
Digital Accessibility is one of the strongest focuses in the current decade. As TV Streaming becomes a commonplace, technology and apps need to become less challenging for one of the most common media consumption… This article illustrates some examples of what needs to be considered to make TV Streaming services more accessible.
Introduction to Digital Accessibility: Apps & Websites
Digital accessibility is the technological consideration for removing barriers and which helps interaction with digital products. It is meant for people NOT ONLY with disabilities or socio-economic restrictions, but also helps a larger section of society than one would imagine it to be.
The Endless Guide to Quality Assurance
To flourish businesses in the present competitive world, applications best fitted and adapted to their users are the most successful ones. There has been a demand for OTT apps, while the supply is also getting ample in the present tech world. The minute a customer is unhappy with the smallest thing in the OTT application of name X, he would choose another subscription with the OTT app Y.
Northern Waves TV Conference 2022, Speakers Update!
Northern Waves TV has confirmed the agenda for the OTT TV conference planned on Thursday, the 13th of October 2022 in Oslo, Norway. The presentations include a range of OTT Tech, Product and business-related keynotes from leading Nordic Broadcasters and Pay-TV operators.
Northern Waves TV Conference 2022
The OTT TV conference for the latest updates in TV technology, products and business model trends is confirmed to be in person on the 13th of October 2022 in Oslo, Norway. Northern Waves TV organisers have announced speakers representing leading broadcasters and operators from across the Nordics and Europe.
Norigin Media selected by Vevo for CTV App Validation
Vevo, the world’s leading music video network has partnered with Norigin Media to validate a range of Connected TV (CTV) Apps across Android TV, Roku, Vizio, Fire TV and Apple TV.
A Guide To Making TV Streaming Services More Accessible
Digital Accessibility is one of the strongest focuses in the current decade. As TV Streaming becomes a commonplace, technology and apps need to become less challenging for one of the most common media consumption… This article illustrates some examples of what needs to be considered to make TV Streaming services more accessible.
Introduction to Digital Accessibility: Apps & Websites
Digital accessibility is the technological consideration for removing barriers and which helps interaction with digital products. It is meant for people NOT ONLY with disabilities or socio-economic restrictions, but also helps a larger section of society than one would imagine it to be.
The Endless Guide to Quality Assurance
To flourish businesses in the present competitive world, applications best fitted and adapted to their users are the most successful ones. There has been a demand for OTT apps, while the supply is also getting ample in the present tech world. The minute a customer is unhappy with the smallest thing in the OTT application of name X, he would choose another subscription with the OTT app Y.
Northern Waves TV Conference 2022, Speakers Update!
Northern Waves TV has confirmed the agenda for the OTT TV conference planned on Thursday, the 13th of October 2022 in Oslo, Norway. The presentations include a range of OTT Tech, Product and business-related keynotes from leading Nordic Broadcasters and Pay-TV operators.
Northern Waves TV Conference 2022
The OTT TV conference for the latest updates in TV technology, products and business model trends is confirmed to be in person on the 13th of October 2022 in Oslo, Norway. Northern Waves TV organisers have announced speakers representing leading broadcasters and operators from across the Nordics and Europe.
Norigin Media selected by Vevo for CTV App Validation
Vevo, the world’s leading music video network has partnered with Norigin Media to validate a range of Connected TV (CTV) Apps across Android TV, Roku, Vizio, Fire TV and Apple TV.
A Guide To Making TV Streaming Services More Accessible
Digital Accessibility is one of the strongest focuses in the current decade. As TV Streaming becomes a commonplace, technology and apps need to become less challenging for one of the most common media consumption… This article illustrates some examples of what needs to be considered to make TV Streaming services more accessible.
Introduction to Digital Accessibility: Apps & Websites
Digital accessibility is the technological consideration for removing barriers and which helps interaction with digital products. It is meant for people NOT ONLY with disabilities or socio-economic restrictions, but also helps a larger section of society than one would imagine it to be.
The Endless Guide to Quality Assurance
To flourish businesses in the present competitive world, applications best fitted and adapted to their users are the most successful ones. There has been a demand for OTT apps, while the supply is also getting ample in the present tech world. The minute a customer is unhappy with the smallest thing in the OTT application of name X, he would choose another subscription with the OTT app Y.
Northern Waves TV Conference 2022, Speakers Update!
Northern Waves TV has confirmed the agenda for the OTT TV conference planned on Thursday, the 13th of October 2022 in Oslo, Norway. The presentations include a range of OTT Tech, Product and business-related keynotes from leading Nordic Broadcasters and Pay-TV operators.
Northern Waves TV Conference 2022
The OTT TV conference for the latest updates in TV technology, products and business model trends is confirmed to be in person on the 13th of October 2022 in Oslo, Norway. Northern Waves TV organisers have announced speakers representing leading broadcasters and operators from across the Nordics and Europe.
Norigin Media selected by Vevo for CTV App Validation
Vevo, the world’s leading music video network has partnered with Norigin Media to validate a range of Connected TV (CTV) Apps across Android TV, Roku, Vizio, Fire TV and Apple TV.
A Guide To Making TV Streaming Services More Accessible
Digital Accessibility is one of the strongest focuses in the current decade. As TV Streaming becomes a commonplace, technology and apps need to become less challenging for one of the most common media consumption… This article illustrates some examples of what needs to be considered to make TV Streaming services more accessible.
Introduction to Digital Accessibility: Apps & Websites
Digital accessibility is the technological consideration for removing barriers and which helps interaction with digital products. It is meant for people NOT ONLY with disabilities or socio-economic restrictions, but also helps a larger section of society than one would imagine it to be.
The Endless Guide to Quality Assurance
To flourish businesses in the present competitive world, applications best fitted and adapted to their users are the most successful ones. There has been a demand for OTT apps, while the supply is also getting ample in the present tech world. The minute a customer is unhappy with the smallest thing in the OTT application of name X, he would choose another subscription with the OTT app Y.
A Guide To Making TV Streaming Services More Accessible
Digital Accessibility is one of the strongest focuses in the current decade. As TV Streaming becomes a commonplace, technology and apps need to become less challenging for one of the most common media consumption… This article illustrates some examples of what needs to be considered to make TV Streaming services more accessible.
Introduction to Digital Accessibility: Apps & Websites
Digital accessibility is the technological consideration for removing barriers and which helps interaction with digital products. It is meant for people NOT ONLY with disabilities or socio-economic restrictions, but also helps a larger section of society than one would imagine it to be.
The Endless Guide to Quality Assurance
To flourish businesses in the present competitive world, applications best fitted and adapted to their users are the most successful ones. There has been a demand for OTT apps, while the supply is also getting ample in the present tech world. The minute a customer is unhappy with the smallest thing in the OTT application of name X, he would choose another subscription with the OTT app Y.
Northern Waves TV Conference 2022, Speakers Update!
Northern Waves TV has confirmed the agenda for the OTT TV conference planned on Thursday, the 13th of October 2022 in Oslo, Norway. The presentations include a range of OTT Tech, Product and business-related keynotes from leading Nordic Broadcasters and Pay-TV operators.
Northern Waves TV Conference 2022
The OTT TV conference for the latest updates in TV technology, products and business model trends is confirmed to be in person on the 13th of October 2022 in Oslo, Norway. Northern Waves TV organisers have announced speakers representing leading broadcasters and operators from across the Nordics and Europe.
Norigin Media selected by Vevo for CTV App Validation
Vevo, the world’s leading music video network has partnered with Norigin Media to validate a range of Connected TV (CTV) Apps across Android TV, Roku, Vizio, Fire TV and Apple TV.