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State of “Video & Connected TV Survey” measured what attracts different generations of audiences to streaming.
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Netflix debuted an advertising subscription format similar to that used by competitors such as Disney+ have.
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the entrance of Netflix The advertising market is followed by product placement, which has been extensively tested on this platform.
The CEO of Netflix, Reed Hastingsassured that in Netflix an attention mistake was made, which led the company to lately launch the ad-supported subscription format that has become the norm in the streaming.
Within streaming, there is a study titled “State of Video & Connected TV Survey” where it was revealed that what most attracted 50 percent of streaming millennials was that it helped them stay at home during the health contingency, while what least motivated them was being able to watch live programs or events in real time.
Hastings’ error
An error of care was accepted by the CEO of Netflix, Reed Hastingswho recognized that being focused solely on platforms such as Facebook and Google led to the delay in the subscription format with ads, which was recently presented by the platform.
“He didn’t believe in the publicity tactic for us. I was wrong on that. Hulu showed that it could do that on a large scale and offer customers lower prices (…) I wish we would have changed a few years earlier, but we will catch up,” he explained at a press conference organized by The New York Times.
In this meeting, the current CEO of Netflix He said that he had a very rigid conception of subscription, when he was a member of the Facebook board, assuring at the time that data was the best CPM driver for a brand than any other alternative.
According to the manager, at the time when he had not yet decided to implement the subscription model with Netflix ads, the demand from advertisers was increasing on TVs connected to the Internet.
“We didn’t have to steal advertising revenue. She was raining on the connected tv. The inventory was there,” she explained.
Like Hastings at Netflix, we have seen very drastic changes in technological media, which had sworn to follow tradition in this segment and ended up betraying their promise.
One of these was Twitter’s decision to break the old rule of certifying only certified accounts with a blue dove and start charging for its use. The measure came with the acquisition of this social network by Elon Musk, who devised it as a way to generate new revenue channels for the platform.
These cases have made technology an entity in constant transformation and adapting to the capacity with which a product is demanded in the market based on needs and opportunities due to its digital nature, provides the market with new challenges, especially due to adjustment to the that brands are adapting and the way in which they manage to transcend before the consumer.
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