Video on demand growth stays strong into 2021

Video on demand growth stays strong into 2021

Growth in video on demand [VOD] has remained strong into early 2021, as ‘stay at home’ restrictions continue in the UK. Sky VOD is up 40% year-on-year, with boxset bingeing and news driving the increase. Entertainment viewing is up 33% year-on-year, with news up 23% as people continue to want to stay abreast of changing guidelines. Watching during the daytime, and on televisions, has also increased. Daytime VOD Viewing in 2020 increased by +60% y-o-y and television VOD viewing now accounts for more than 1 in 10 of all minutes viewed for Sky individuals. There has never been a better time to include video on demand in your marketing plans. The wealth of targeting opportunities suit any budget, and reporting helps track performance. The Media Angel can target VOD campaigns using location, postcode, age, gender, affluence, families with children, home owners, car owners pet owners, and so many more! If you’d like to find out more about including video on demand into your marketing campaigns, get in touch with our friendly...
How are our television viewing habits changing?

How are our television viewing habits changing?

Since the outbreak of coronavirus in the UK, and the following government restrictions, TV viewing has increased by 24%, according to BARB. Viewing figures increase across the board Television viewing year-on-year is up across every age from 15-75+ years however, younger audiences have seen the biggest increases with the largest jump with those aged 16-24 years old (+65%). 26-34 year olds and 35-44 year olds have increased by 51% and 44% respectively (Sky). Daytime television commute When we compare pre and post lockdown, ‘working hours’ during weekdays have seen the biggest levels of growth overall, with daytime (0600-1859) growing +16% and lunchtime (1200-1359) growing +31% overall (ITV). Sharing is caring (and good news for advertisers too) Our viewing habits are changing across the board. BARB data shows that shared TV viewing (multiple people watching one TV) has grown by 37% since lockdown began, versus a 15% increase in watching TV alone. We looked into the increase in shared viewing and the benefits for advertisers in a previous blog . Shared viewing is a positive experience and broadcaster-video-on-demand (BVOD) Platforms such as ITV Hub, All 4, 5oD) delivers a highly ‘absorbed’ viewing situation, something which produces greater happiness and engagement with the content. This in turn can have a halo effect on the brands investing in BVOD and result in them being viewed in a more positive light, and with greater brand impact Viewers return to nostalgic TV moments There are also been a resurgence in nostalgic viewing as people try to ‘escape from reality’ through light-hearted entertainment. This has been reflected in the viewing numbers.  Since the start of...
Streaming catching up to traditional TV viewing

Streaming catching up to traditional TV viewing

Streaming is catching up, but watching programmes on a TV is still the most popular way for UK audiences to watch television. Traditional viewing (which includes catch-up within 28 days), accounts for most TV viewing with an average of 3 hours and 12 minutes per day. However, this does mark a drop of 11 minutes since 2017, and average viewing of streaming services rose to 26 minutes per day last year. Netflix, Amazon Prime Video, Now TV…? The most popular subscription video on demand (SVoD) platforms in the UK are; Netflix,Amazon Prime Video,Now TV andDisney Life The number of UK households signed up to these platforms increased from 39% (11.2 million) in 2018 to 47% (13.3 million) in 2019. Two in five UK adults now consider online video services their main way of watching TV and film. Viewers are also subscribing to more than one SVoD service. Main broadcasters hold their share However, despite this, the five main public broadcasters (BBC One, BBC Two, Channel 4, ITV/STV and Channel 5) held their share of viewing at 52%. The decline of traditional TV viewing is most prevalent in the younger age group (16-24 years old) who have halved the amount of time they spend watching traditional TV since 2010. Younger viewers move away from traditional TV Since 2017, viewing by all people of subscription video on demand (SVoD) and YouTube content has grown. The four and a half hours of total video content watched by 16-34s includes three main components: Live TV (83 mins); YouTube (64 mins) and SVoD (52 mins). For the youngest adults (aged 16-24), the most-watched platform...
Our favourite brand partnerships in Netflix’s ‘Stranger Things’

Our favourite brand partnerships in Netflix’s ‘Stranger Things’

Brand partnerships galore help to promote Netflix’s ‘Stranger Things’ third season. Netflix has started partnering with brands to market original shows like ‘Stranger Things’, ‘Glow’ and ‘Queer Eye’. Partnerships have grown since the show debuted. This handy graphic from Business Insider shows how Netflix has introduced major partners into the show’s marketing strategy. Third season partnerships This season has seen partnerships with Baskin-Robbins, Burger King, Coca-Cola, H&M, Lego, Levi’s and Nike. These have helped get Netflix into physical stores. As the third season takes place during summer, it provided the perfect opportunity for Baskin-Robbins, especially as scenes took place in fictional ice-cream store ‘Scoops Ahoy’. The company released custom flavours and a TV advert. Merchandise releases This season, H&M launched a retro collection and Nike teased the release of their ‘Stranger Things Air Tailwind 79 OG Collection’ which mixes iconic design with ‘Stranger Things. imagery. All about the food In the US, focus has been on food partnerships. Burger King released the ‘Upside-Down Whopper’, a reference to the ‘hidden world’ in the show. Available in just 11 stores (another show reference), the brand also renamed themselves ‘Stranger King’ on Twitter and flipped their logo. Coca-Cola re-released the retro ‘New Coke. Ironically, the original drink was taken off sale after just 79 days after a barrage of complaints. However, after featuring in the new season of ‘Stranger Things’, Coca-Cola have released 500,000 cans in the US. Have you spotted these brand partnerships, are they any more in the show you’ve seen? Sources: https://www.campaignlive.co.uk/article/stranger-things-11-best-brand-collabs-series-three/1589953, https://www.businessinsider.com/what-stranger-things-says-about-netflix-marketing-strategy-2019-7?r=US&IR=T,...
How often are people in the room when TV ads are on?

How often are people in the room when TV ads are on?

According to a new study from IPG Media Lab, 71 percent of TV commercials are seen by viewers. The media agency worked with TVision to analyze six months of TV viewing behavior to assess how often people are actually seeing commercials. Using a term that’s more often used in the digital landscape, the study says that 71 percent of TV ad deliveries are “viewable,” meaning someone is in the room for at least two seconds while the commercial is airing. This compares to 69 percent of digital video being “viewable.” The study used technology that was installed in a panel of households, recording variables such as how many people were in the room when an ad aired, whether people were engaged with the specific ad and if the ad was viewed by its target audience. Some categories fared better than others: pharmaceutical ads were viewed 75 percent of the time, compared to 65 percent viewability for recreational ads, which includes entertainment venues, toys and games, and gyms and fitness. This could, in part, be due to the use of longer pharma ads, which tend to increase viewability. Could your advertising incorporate TV or VOD? Contact us to find out more. Source:...