Company / division: NBCU
NBCU to Shut Down Seeso Comedy Subscription Service (Aug 9, 2017)
Snapchat Launches Daily NBC News Show (Jul 19, 2017)
Netflix and HBO Lead Emmy Nominations (Jul 13, 2017)
TV Networks Score Growth in Upfront Ad Commitments (Jul 13, 2017)
Netflix Squeezes Fox Out of Top 4 Must-Keep Viewing Options (Jul 12, 2017)
NBCU has announced a new subscription offering for watching England’s Premier League soccer games, which will cost $50 per season when it launches in August this year. The catch is that these games were previously available online and through NBC’s apps to authenticated pay TV subscribers as an additional offering over and above the games shown on its live linear TV channels. So it is taking what used to be a perk for authenticated pay TV subs and making it a separate, $50 service, making this a bid for new revenue from dedicated soccer watchers. What that means in practice is that viewers who care about this will now need to subscribe to TV packages that include the NBCU channels and to this separate subscription if they want to watch all possible games. This is definitely part of a trend towards direct-to-consumer offerings, many of which are coming from traditional players not willing to offer full cord-cutting solutions, which means that they actually end up setting the user experience back instead of moving it forward, as in this case. The traditional TV players continue to be more interested in experimenting and dabbling with services that can provide new revenue than – to use an analogy from a different sport – skating to where the puck will be by offering truly new offerings that allow users more control. I continue to believe that there will come a tipping point when we see real innovation in giving users just what they want because the alternative is rapid decline, but we’re clearly not there yet. But it’s also notable that both Fox (through the deal announced earlier today with Facebook) and NBCU are seeking new ways to monetize their second-tier sports content which otherwise doesn’t appear on TV.
I’ve been watching the news from the recent TV upfronts and waiting for the definitive article that summarizes what’s been said and done, and while I’m not convinced this is it, it does a good job of characterizing the basic trends at issue. The two big underlying trends are the continuing decline of live linear viewing of traditional TV and the massive growth of online advertising, which could be presumed to have put an enormous dent in TV ad spending but actually haven’t. However, the TV companies still see online advertising platforms as a big threat, and spent an unusual amount of time during the upfronts trashing Facebook and Google (though mostly not by name) while talking up their own massive reach. At the same time, though, these companies are increasingly mimicking the very same things that make Facebook and Google’s ad platforms attractive: detailed targeting of ads and tracking of what happens after viewers see them. At the same time, the TV networks seem somewhat lost on the content side, rebooting old shows and formats, latching onto new gimmicks like live musicals, and generally showing a lack of imagination in protecting and rejuvenating their brands. Meanwhile, the strongest audiences on traditional TV are live sports fans and older generations watching procedural franchises like CSI and NCIS. And of course the big online platforms are investing in lots of both traditional sports content and some new formats of their own. Therefore, though each side would like to paint itself as providing unique value, the two are increasing converging on a similar set of content and ad capabilities, while the audience continues to shift from traditional linear TV to a host of online and streaming alternatives, which will inevitably pull ad dollars that way too.
via LA Times
Comcast reported Q1 2017 results this morning, and in keeping with past trends, the numbers were generally good. It saw another rise in TV subscribers as the cable companies continue to take share from the telcos, despite the overall trend of cord cutting, and it also saw strong growth in broadband subscribers, which now significantly outnumber its TV subs. Interestingly, it also began placing more emphasis on its home automation and security business this quarter, and reported that it has almost a million subscribers, or around 4% of its broadband base. The big theme that’s emerging from this quarter’s earnings reports from these providers is bundling – Comcast continues to see the percentage of customers taking more than one product rise over time (it’s now reached 71%), while AT&T suffered precisely because it can’t offer broadband/TV bundles to DirecTV customers. The wireless-TV bundles it can offer aren’t the ones consumers are looking for, which makes Comcast’s push into wireless somewhat questionable too. At NBCU, we’re seeing many of the same trends we’ve seen before too – subscriber numbers and viewing are down, but contractual rate increases with MVPDs are driving revenue growth anyway (of course those rate increases are rising costs on the cable side). Ad revenue was down in the cable networks business but up slightly in the broadcast business despite lower ratings because prices have been rising, though my analysis across the TV industry suggests the rate of price increases is slowing dramatically. Comcast continues to be a powerhouse across the categories where it competes (which also includes movies through Universal) but it’s facing some significant headwinds in the form of cord cutting, ratings declines, and rising content costs, which are going to take an increasing toll over the long term.
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