Last week marked our final visit to MIPTV in Cannes (everyone’s, to be specific), and it was nothing short of memorable. The event may be leaving the French Riviera, but it went out with a bang, fully charged with engaging meetings, lively discussions, and in-depth sessions. The buzz centered around some of the hottest topics in the media and entertainment world as we head into late 2023 and 2024 — from the burgeoning world of FAST channels to the complexities of streaming TV advertising and the strategies for financial success in a global recession. Here are the key insights from the last-ever MIPTV on the Riviera and our take on them.
MIPTV: FAST channels emerging as a significant player globally, especially in the U.S.
Yes indeed, it's no secret that the US has been setting TV and entertainment trends for centuries, and FAST channels are no exception. As of mid-2023, there were over 1,400 FAST channels worldwide, with 1,050 of them available in the U.S.
Despite the US being an unbeatable leader, the global landscape for FAST channels shows significant growth. According to Omdia, although the US will continue to dominate the market, a $1.6 billion revenue opportunity will emerge for FAST channels outside of the US by 2027. Looking at specific countries, the United Kingdom, Canada, Australia, Germany, Brazil, Italy, Mexico, France, Spain, and Sweden are poised for significant expansion. By 2027, these markets are forecasted to experience substantial growth in FAST revenue, with Germany expected to generate over $200 million and Brazil projected to reach $100 million, indicative of the strong potential for non-English content in these diverse markets. Yet, the top three markets for FAST channels are expected to be English-speaking countries—the US, UK, and Canada—as it is easier to scale English-language content from one country to another.
Another study highlights the current growth of FAST channels’ consumption in the APAC region, which includes some countries consuming content in English (Singapore, Hong Kong, the Philippines, and others). The Asia Pacific region has emerged as the fastest-growing market, with a staggering increase in viewing hours by 181% from the previous year. Latin America and the EMEA regions have also shown robust growth, with Latin America reporting a 20% increase in viewing hours, and EMEA seeing a 58% increase in viewing hours.
Forecasts may differ, but the fact remains—FAST channels are taking over the world.
MIPTV: Soon, People will Forget the Word “FAST” and Begin to Simply Call It “TV”
The concept of FAST channels is nudging its way to become the new norm in TV viewing, much like the good old traditional TV. Viewers are warming up to FAST as it mixes the best of both worlds: the scheduled, live programming we’ve always loved, alongside the cherry-on-top that is on-demand content—all without the strings of a subscription attached. This blend is getting so cozy and familiar that soon, we might just drop the 'FAST' label and call it all 'TV'—because, let's face it, right now it seems like we’re the only ones (the industry guys) still calling it “FAST”.
MIPTV: Major Studios Are Getting into The FAST Business
In recent years, there's been a clear trend of big industry players strategically entering the FAST channel industry, recognizing the immense potential of ad-supported streaming (and by industry players we mean an entire video entertainment industry, including TV manufacturers, streaming platforms, telecoms, production studios and more). For instance, in 2023 NBCUniversal has made significant strides by launching a variety of FAST channels including entertainment, news, Spanish language, and sports channels, utilizing its vast library of content from networks such as NBC, Bravo, and Telemundo.
Can’t make it – acquire it. Fox Corporation's acquisition of Tubi in 2020 and ViacomCBS's acquisition of Pluto TV in 2019 demonstrate how major media companies are expanding their digital footprint by integrating established FAST services. These companies, in particular, are very open about a continuous synergy between their FAST and VOD offerings, the examples of which we covered last week.
Even tech giants like Amazon have also ventured into this space with the launch of Freevee, formerly known as IMDb TV. This service signifies Amazon’s commitment to enriching its advertising business by offering a variety of content, including originals, entirely supported by ads. Additionally, manufacturers like Samsung, LG, and Vizio have developed their own OEM FAST services—Samsung TV Plus, LG TV, and Vizio WatchFree—which come pre-installed on their smart TVs, enhancing consumer accessibility and engagement directly from their devices.
In which car of this swiftly moving FAST train is our great-grandfather of VOD streaming located? Netflix, like a hawk, hovers over this train of change, “keeping an eye” on it. We already know how Netflix has changed its long-standing views, for example, about AVOD.
MIPTV: Two Main Strategies - Single or Multiple IP Channels
These two approaches are different, but not mutually exclusive.Single IP FAST channels are particularly effective with TV series structured so that each episode stands alone—like sitcoms or certain procedural dramas where a sequential storyline isn't necessary to enjoy the show (“Black Mirror?” - just an idea.). This format allows viewers to jump in at any episode without feeling lost, making these channels perfect for casual viewing and attracting continuous traffic.
For example, Peacock and Pluto TV take full advantage of this by offering channels dedicated to specific shows, usually the audience’s all-time favorite IPs, such as "The Office" or "CSI." Viewers can drop into any episode and get engaged immediately, which is beneficial for those who may only have a few minutes to spare and want something familiar and enjoyable without commitment.
Moreover, the focused nature of Single IP channels allows platforms to tailor their advertising strategies more effectively. Ads can be targeted based on the known preferences of the show’s audience, enhancing engagement and conversion rates. This targeted advertising, combined with the high engagement of episodic content, creates a robust revenue stream while enhancing the viewer's experience by keeping ads relevant and minimally intrusive.
In contrast, Multiple IP FAST channels offer a broader variety of content, appealing to viewers with diverse interests. This approach is beneficial for platforms aiming to cast a wider net and appeal to families or households with varied tastes. For instance, a channel that includes sports, news, and a range of TV genres can keep viewers engaged for longer periods by offering something for everyone at different times of the day.
MIPTV: Sports and News are Coming to FAST
Sports and news have traditionally been some of the most in-demand genres on broadcast TV, and as FAST channels evolve, they're set to replicate this popularity in the new digital landscape. This transition is particularly significant as FAST channels are increasingly seen as the new form of broadcast TV, offering a modern twist on a traditional medium. News, for instance, is already the second most-watched genre on FAST as of 2023.
Speaking of news, the popularity reflects viewers' ongoing demand for real-time news updates and comprehensive coverages on a variety of topics. This genre's move to FAST platforms mirrors its traditional role on broadcast TV, serving the viewers' need to stay informed with the latest developments. As FAST platforms continue to grow, they are likely to become a primary source for news, much like traditional broadcast has been.As for sports, there's an interesting shift happening in the sports broadcasting space where non-premium and fan-intensive sports are increasingly being offered on FAST platforms (Deloitte speaks of fans as an asset for media and entertainment industry). This includes niche sports like MMA, auto racing, and poker, which might not draw the same huge crowds as major league sports but have dedicated fan bases eager for content. For instance, CBS has been proactive with its CBS Sports Golazo Network, focusing on soccer coverage, including live matches, news, and analysis, aiming to create a 24/7 destination for soccer fans. The channel has been beyond successful and has been called a “terrific growth engine” by the company executive Sean McManus. Another example is DAZN, that have launched channels such as DAZN Combat and DAZN Women’s Football, which not only showcase mainstream sports but also provide coverage for sports like women's football and mixed martial arts, increasing accessibility to diverse sporting events worldwide.
In addition to live events, viewers also show a great interest in behind-the-scenes moments in sports. These include pre-game preparations, post-match interviews, and insider looks at athletes' lives off the field. Such content provides a deeper connection between fans and their favourite sports or athletes, enhancing viewer engagement.
MIPTV: Heavy Focus on User Experience
Why? Because it's key to keeping subscribers glued to their screens and less likely to hit the cancel subscription button. It's about survival and growth in a crowded streaming market where viewer retention is as important as acquisition.
UX matters – it influences engagement and churn rates. When a streaming service is easy to use, quick to load, and seems to know just what a user wants to watch, users are going to enjoy using it more. It’s about creating an experience that feels tailor-made for them. This kind of smart personalization uses AI and machine learning to predict what they’ll probably want to watch next, sometimes even before they know themself, which is great because 20% of users will terminate the session when they can’t find something to watch. So, the better the prediction, the more likely they are to stick around.
Also, streaming services are getting smarter about using our feedback to make their platforms better. They're constantly tweaking things to make sure every scroll, click, and watch feels just right. This approach helps them to keep improving the user experience based on what real users like us think and want.
So, yes, the focus on UX by streaming and CTV platforms is a big deal. It’s about making sure we have such a good time watching that we never think about leaving.
MIPTV: Brands Are Diversifying from SVOD Revenues and Offering Multiple Revenue Streams Within a Single Brand
Streaming giants are getting savvy about not putting all their eggs in one basket when it comes to revenue. They're shaking things up by combining Video on Demand (VOD) with ad-supported models like AVOD and FAST. As we covered in our previous article, this approach allows brands to create synergies between the models, and it offers audiences a variety of entertainment options suitable for any budget, which is particularly valuable during economic downturns. Also, whether someone is a VOD or FAST user can be influenced by their viewing habits—some of us love the uninterrupted access of a subscription, while others may only pay for the occasional blockbuster or prefer free content with a few ads sprinkled in.
MIPTV: Innovation of Ads in The TV Streaming World
Streaming ad innovations are becoming crucial, especially as more of us are tuning into AVOD and FAST platforms. Nobody wants to sit through boring, pesky ads anymore. We're all about getting content that feels less like an interruption and more like part of the show. Interactive and shoppable ads are totally changing the game. They turn every ad spot into a cool chance to interact and even shop right from your couch. It’s like making the ads a seamless part of your binge-watching experience—less annoying, more engaging.
Interactive ads are gaining traction, offering viewers a chance to engage directly with ad content through their remotes. Companies like Brightline are leading the charge, developing ads that allow viewers to explore more about a product, make choices about what they see, and even participate in trivia directly through their TV. These ads not only make the viewing experience more interactive but have shown significant increases in engagement and brand recall. This move towards more engaging ad formats is really reshaping expectations around advertising on streaming platforms.
Shoppable ads are another innovative stride making waves. Platforms like Roku and Disney are integrating commerce directly into their streaming services, allowing viewers to purchase products spotted in shows or ads with just a few clicks. Disney, for example, has been enhancing its streaming ecosystem to make ads more interactive, aiming to reduce the friction typically associated with buying products seen on TV. This includes sending personalized emails and prompts for products seen during a stream, making the purchase process as seamless as possible.
The statistics are quite telling about the potential of these technologies. For instance, 70% of CTV users have expressed a liking for TV ads with QR codes, and a significant percentage would scan them if given the chance, highlighting the receptiveness of audiences to engaging directly with content and ads in new ways.
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