Originals Only Part of the Streaming Story

Jeff Baumgartner — Mon, 08 May 2017 12:00:00 +0000

Original series help subscription video-on-demand services differentiate themselves in the market and lure in customers. But licensed programming still drives the most traffic in the U.S. for Netflix and Hulu, according to a March 2017 study from 7Park Data.

Granted, the picture might change during months in which new original series premiere on these OTT services, but more than 80% of TV streams in Q1 2017 were of licensed, non-original shows, 7Park Data found in its latest Streaming Intelligence report. Its findings were based on a proprietary mapping process paired with standard metadata that relies on numbers culled from more than 1 million active OTT users that collectively stream more than 1 million hours of content each day.

“Licensed TV is watched during windows when viewers are waiting for their favorite originals to return,” 7Park Data said. “Licensed TV is watched during that post-binge ‘cool down’ and watched in the run-up to a new season on broadcast.”

In addition to classics and cult programming, SVOD subs also gravitate to “micro-episode” series that are shorter-form (15 minutes or less), and therefore require a smaller time commitment.

For Hulu, it’s become a secret weapon of sorts, as the most popular micro-episode titles were Adventure Time, Steven Universe, Regular Show and Aqua Teen Hunger Force. According to the study, 7% of all TV streams on Hulu are for episodes of 15 minutes or less, up 19% from the prior year.

By comparison, micro-episode viewing on Netflix is miniscule, presenting a “rare weak point for the service (and an opportunity as well),” 7Park Data said.

The popularity of TV genres also differ between Hulu and Netflix subs.

The family genre was tops on Hulu, up 2.9%, versus a year ago, while horror led the way on Netflix, up 17.1%, aided by shows such as Supernatural, The Vampire Diaries and original new series Santa Clarita Diet.

By comparison, mysteries (-43.9%) on Hulu, and family (-39.2%) on Netflix were the genres that were falling behind the curve for the respective services.

Acquired Content: Cable's Cornerstone

Steve MacDonald — Tue, 05 May 2015 16:45:00 +0000

As the cable industry descends upon Chicago this week for INTX, town cars, taxis and Ubers will undoubtedly pass the Willis Tower. Once known as the Sears Tower, this famous building spent a quarter-century leading the skyscraper section of the Guinness Book of World Records.

Where most see an obligatory sightseeing stop, I see an analogy for the programming schedule of a basic-cable network.

The antennas adorning the top of this landmark skyscraper represent the pinnacle achievement of a cable network — a showcase of highly acclaimed, attention-getting, critically-applauded original series. Like those originals, the antennas provide the building with even greater height and stature; they send a commanding signal to those in the immediate vicinity.

The tallest Willis Tower antenna stands at nearly 300 feet high; but even at that height, it makes up only a small fraction of the overall 1,700-plus-foot tall structure. Below the antennas are 109 stories of steel, supports and foundation.

Similarly, the strong foundation that acquired content brings to leading basic-cable networks should not, and cannot, be ignored. Acquired series and movies are the brick, mortar and building blocks of entire networks.

Consider this: Off-net shows and movies represent 72% of all programming hours between 4 p.m. and midnight on the top 10 basic-cable networks (among adults 18-49, per Nielsen).

In today’s challenging environment we must remember that now more than ever, off-network and movie product is an integral, highly successful component of a top-rated basic-cable network.

• Advertisers pay for results. Off -net series and movies are proven performers with strong historical track records.

• Cable networks can leverage these established brands to energize their existing audiences, bring in new viewers, grow their cume distribution and provide potent launch platforms for their original series.

• Acquired content delivers existing mass-market appeal and powerful accumulation of episodes. These qualities give cable networks the versatility and flexibility to turn proven assets into ratings-and-revenue producing machines.

• The right formula of acquired content can empower, revitalize and even single-handedly drive a network up the cable ranks overnight. We’ve seen it happen time and again.

This week, as you admire the Chicago skyline, let it remind you that both famous buildings and top-ranked networks stand on strong foundations — foundations built from proven materials. Remember that acquired content makes up 72% of the 4 p.m.-midnight programming hours across the top 10 cable networks. Acquired series and movies are the tempered steel and concrete of the top-ranked networks.

Steve MacDonald is executive vice president and general sales manager of cable sales at 20th Television.

Latest from Next TV in Acquired-content

Originals Only Part of the Streaming Story

Acquired Content: Cable's Cornerstone