2/26/2024 0 Comments Stream damned tv show episodes![]() ![]() They have mobile service, fixed broadband and now they have streaming bundles. If you are an MVPD, keep an eye on the mobile carriers. Just remember not to keep increasing the ad load because it will eventually catch up to you and consumers will go elsewhere. Which is why you still need to make a major push on ad-supported and bundling deals can help. I’m thinking that you want at least 60% to 70% of your users coming from your ad-supported tiers and none of you are anywhere close to that number. You want to make those as financially unattractive as possible in order to grow your ad-supported base.Īpple, Paramount mull streaming bundle – report You probably want to stop offering deals on your ad-free versions too. ![]() These can be with another subscription service (sort of what Paramount and Apple are looking to do) or solo (you’d need to bundle your service with something and/or give new subs a deal on a full year subscription.) If you are one of the other SVOD services, then you need to look at getting your own bundling deals in place. It also means that Netflix and Max will be able to hold on to that subscriber indefinitely, thus staying ahead of the dreaded churn cycle.įor Verizon it’s a win too, as they can then offer said subscriber a discounted uber-bundle including mobile phone service and mobile broadband, all for one low price on a two-year plan. That scenario, which places a premium on cost savings, makes the viewer far more likely to choose the ad-supported version. So there’s that, and it’s why ad-supported bundles make so much sense.įirst off, the impetus there is not “I want so see this show” but rather “there will likely be shows on Netflix and Max that I want to watch over the course of the year, and for $10/month I can save myself the hassle of unsubscribing and re-subscribing, let alone having to enter a new username and password into every TV-related device in my home.” Especially if the plan is to cancel their subscription once the show ends. So given that scenario, six dollars is a fairly paltry price to pay for the ability to avoid ads during all 10 episodes of Succession. Lean-in shows are those they purposely set out to watch (versus “let me see what’s on tonight”) and which they then pay close attention to, limiting the phone usage, conversation, snacking and bathroom breaks for that hour. People watch TV in one of two ways: lean-in and lean-back. Or they can pay six more dollars each month to watch them without ads. Now that person can sign up to pay $10/month to watch all those episodes of Succession with ads. This is key, in that these new “must see” shows seem to be key drivers of new subscriptions. A subscriber who has either never subscribed to Max or who has churned out of Max decided to sign up again to see Succession. The push to bundling makes eminent sense in that the current landscape offers limited growth potential for ad-supported subscriptions. And that one way they will do this is to create a much greater disparity between the cost of their ad-supported and ad-free services, with ad-free subscriptions hitting the $30 and possibly even $40 mark. That’s why both services have not yet seen a massive uptake on their ad-supported product and why they are amenable to bundling deals like the one Verizon is about to offer.Īs I may have mentioned once or twice, I am convinced this is just a part of a greater push to get consumers to subscribe to the SVOD’s ad-supported tiers. That’s a very different scenario than what Netflix and Max are asking users to do, which is to actively choose to spend a few less dollars each month in exchange for seeing ads.
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