connecting with consumers to surface the right content ... · major (netflix, hulu, amazon)...

Connecting with Consumers to Surface the Right Content

During Massive Social Shifts

Carol HanleyChief Revenue & Strategy Officer

Whip Media Group

© 2020 Whip Media Group22

Transforming how content is bought and sold throughout the entertainment ecosystem with a unique,

integrated solution to intelligently acquire, distribute and monetize your content.

The Leading Content Value Management Platform

The World’s Largest TV & Movie Tracking Platform

The Community-Driven Entertainment Database

Confidential ©2020 Whip Media Group

© 2020 Whip Media Group

Powering the Leading M&E CompaniesStudios, Operators, Broadcasters and OTT Platforms depend on Whip Media

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▪ Remote workforce tune-in

▪ Unemployment rise

▪ Live events cancelled/postponed

▪ Education campus shut-down

▪ Theaters shut down

▪ Theatrical window reduced

▪ Theater on-demand in the home

▪ Disc-to-home window collapse

TV Viewership is UpMany factors fueling content consumption

© 2020 Whip Media Group© 2020 Whip Media Group

In a Time of Uncertainty,

What is the Quarantined Consumer Sentiment?

Not just what they’re watching, but why…


▪ Vast majority of respondents (91%) are planning to socially distance/isolate to some degree

▪ Of those planning to isolate, 84% are intending to increase TV consumption

▪ No respondent said they will decrease their TV consumption

Most Plan to Self-Isolate & Watch More TVAre you planning to stay home or limit social interaction?

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▪ Dramas and Comedies most popular

▪ Top 5 choices indicate that viewers want some relief from ominous headlines

▪ Low intent for Children’s programs likely due to timing of survey. Schools were just starting rolling closures

▪ Low intent for Sports-related Programs like due to timing as well

Consumers Want Drama & ComediesWhat content do you WANT to watch?


▪ Most respondents want to watch what is on their playlist, which may not be in the programming window

▪ Program availability could be a motivation to stay with or consider a new service

▪ Popular motivations further imply a reason to escape from reality and make them laugh

Consumers Want to Watch Their WatchlistWhat do you REALLY want to watch?


Shift from Mobile to the Big ScreenCOVID-19 taking us “back to the future”


▪ All Rise drama from CBS first virtually-produced primetime scripted services

▪ Filmed extensively using FaceTime, WebEx, Zoom and other available social media and online technology

▪ Scripted around the “new normal” of social distancing and self-isolation and impact on the characters lives.

Virtual TV Production Experiment UnderwayPrimetime series may be able to return soon


▪ In times of crisis, TV viewership increases

2016 Snowpocalypse: +45%

2017 Hurricane Harvey: +58%

2020 COVID-19: +60%*

▪ Unstoppable cord cutting trend

▪ Cadence of new streaming services coming to market, globally

Streaming Services Poised to Benefit from COVID-19

*Nielsen Total Audience Report, March 2020


▪ Top motivators are Curiosity (26%), Variety of Content (23%) and Talent (23%)

▪ Motivators and Subscription Tiers varies by age and lifestyle (Gen Z, Millennials, Gen X)

▪ New and unique content is key to attracting paid subscribers

▪ One the service was described, people are 4X more likely to subscribe

Quibi Launches Paid Short-Form MobileA-Talent fuels followers; 1.7 million downloads in 1st week after launch


▪ Top motivators are Current NBCU Shows (51%) and NBCU’s movies and TV libraries

▪ Among Likely/Very Likely, interest in all types of content rose sharply

▪ Ad-supported tier most attractive among Total (45%); Premium more attractive to Very Likely/Likely (47%)

▪ Content variety and choice in subscription tiers are key

More Services Continue to LaunchNBCU bets on the bird: Will the Peacock streaming service fly?


Most Anticipated Shows1st Party data insights powered by the TV Time app


What Are They Binging1st Party insights powered by the TV Time app


▪ Far reaching impact on the industry

▪ TV viewing at historical highs

▪ Trend reversal from the small mobile screen to the large TV screen in the home

▪ Streaming companies poised to benefit if they make smart content choices

▪ Programming choices should capitalize on consumer sentiment and a premium assigned to the value of that content

▪ Consumer sentiment will continue to evolve and data insights critical to react in real-time

Insights from the Quarantined ConsumerLarge scale shifts in viewing behavior


Industry Implications


It’s a New World for Media & EntertainmentThe Covid Impact

FRICTIONLESS

DISTRIBUTION

INSIGHTFUL

AUDIENCE DATA

CUSTOMERS ARE

IN CONTROL


The Streaming Wars Have Changed EverythingCOVID-19 is giving these platforms more momentum


Competition for the Connected Consumer

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Let’s not forget about mindshare…

SOCIAL NETWORKS PUBLISHERS INTERESTS


Will Theatrical Attendance Continue to Decline?Straight-to-home strategies likely to pressure the established theatrical window

This has been the largest growth segment at the box office

With the exception of 2016, admissions have held steady

over the past six years.

This includes comedies, dramas, horror films, action/thrillers,

documentaries, live-action family

*2020 Study by United Talent Agency

Budget>$100M Animation Everything Else

Admissions by Year (in millions)*


▪ Back in 2015, there was only three feature-length original film on the major (Netflix, Hulu, Amazon) streaming services

▪ Not only did two new streamers enter the mix in 2019 (Disney+, Apple TV+), but the number of original films ballooned to 88

▪ These films compete most directly with the films in the “EE” Group

Original Streaming Films


COVID-19 Has Not Stopped Content SpendingMore critical now to offer the right content on the right platform

Source: Variety Intelligence Platform 2020 and Corporate Financial Statements23


The Why Behind the Watch

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How do you better predict the audience?

100+ Countries, Regions, Custom Geographies

Followers

Viewers

Affinity Index

Device Watched

Engagement Score

Character Favorites

Binge Rate

Views

Share of Viewers

Viewer Drop Off

Completion RateShare of Binges

Engagers

Rating

Meme Count

Meme Engagements

Emotion Votes

Viewer Index

Country Index

Churn


Case Study

YOU: Lifetime to Netflix

Finding the best content-to-platform fit


Lifetime Then

Anticipation Report (Global)

Published in Aug. for Sep. 2018 shows

Netflix Now

Anticipation Report (Global)

Published in Nov. for Dec. 2019 shows

YOU Is A Hit On NetflixWe predicted its success even before it’s original premier on Lifetime


▪ YOU had momentum in followers leading up to its premiere and the first few months (post-launch) on Lifetime

▪ Demographics for “YOU” skew female and young

▪ Lifetime demographics skew female, so high demand anticipated

▪ Landing on Netflix exposed the show to both a female AND younger global audience, driving a higher demand trajectory

Data Insights Predict A HitNot all channels are created equal for the same piece of content

YOU hits Netflix

LifetimePremier


Conclusion: Lifetime to Netflix

Data insights enabled rights holder to target right content to

platform and capitalize on that content


Surfacing Smarter Choices in a Fluid World

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What’s needed now and for what’s next

AUDIENCE ENGAGEMENT

AUDIENCE INSIGHTS

CONTENT CHOICE

QUESTIONS?

Carol [email protected]

Whip Media Group

Download the latest reports at www.whipmedia.com

connecting with consumers to surface the right content ... · major (netflix, hulu, amazon)...

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