Meanwhile, at Amazon Prime...

[michael hagerty]

The Hollywood Reporter on what some say will be a "tornado" when Amazon Prime launches its ad-supported tier, making ad-free a $3 per month add-on that is an opt-in, rather than ad-supported being an opt-out:

Amazon Is About to Eat the TV Universe

On Jan. 29, Prime Video will make its ad tier the default for its tens of millions of subscribers, a move that could unravel how advertisers deal with TV broadcasters and scare off rivals with its massive scale.

www.hollywoodreporter.com

 

[Kelly A]

I saw this the other day. I'm not so sure it will be some sort of massive seachange to the industry. Will it completely upend the existing media ad model as implied? Doubtful. But it could increase the headwinds for traditional media buying that much more because Amazon will claim to be taking 50M viewers away from linear TV. But when you think about it, streaming has already done that.

 

[michael hagerty]

I saw this the other day. I'm not so sure it will be some sort of massive seachange to the industry. Will it completely upend the existing media ad model as implied? Doubtful. But it could increase the headwinds for traditional media buying that much more because Amazon will claim to be taking 50M viewers away from linear TV. But when you think about it, streaming has already done that.

The thing the piece focuses on is that 167 million viewers who were not accessible to advertisers on that platform will instantly be so, apart from those who actively opt out and pay an extra $3 a month. Amazon believes that will be a minority.

 

[wadio]

Isn't this the National RADIO forum?

 

[michael hagerty]

Isn't this the National RADIO forum?

This is the successor to @DavidEduardo’s “Media Companies Are Ready To Sell” thread, which he saw fit to put in this forum.

 

[tall_guy1]

I am pretty out of the loop when it comes to this service. I use other retailers for delivery (like Thriftbooks) as they are cheaper, but not sure how many people actually use Prime Video. When I did have it, a large portion seemed like it was behind another paywall. They have a few acclaimed shows I know, but do not know if many use it the way they would Netflix. It has a few shows in its back catalogue, but even this article gave kind of an estimate. If I were an advertiser, I would ponder.

 

[michael hagerty]

I am pretty out of the loop when it comes to this service. I use other retailers for delivery (like Thriftbooks) as they are cheaper, but not sure how many people actually use Prime Video. When I did have it, a large portion seemed like it was behind another paywall. They have a few acclaimed shows I know, but do not know if many use it the way they would Netflix. It has a few shows in its back catalogue, but even this article gave kind of an estimate. If I were an advertiser, I would ponder.

Asked and answered in the last thread:


Updated estimate as of the end of Q4 2023:

Amazon Prime subscribers in the U.S.: 167.2 million

Amazon Prime subscribers in the U.S. who use Amazon Prime Streaming Video: 157.1 million


So---94% of Amazon Prime subscribers use the video service. Six percent don't.

 

[Kelly A]

Isn't this the National RADIO forum?

What's a radio?

 

[Larry]

Amazon Prime subscribers in the U.S.: 167.2 million

Amazon Prime subscribers in the U.S. who use Amazon Prime Streaming Video: 157.1 million

The article lined above has lower estimates of Prime users who watch Prime video based on viewing time.

“The latest Nielsen Gauge reported that 3.4 percent of TV viewing in November was Prime Video, compared to 2.7 percent for Hulu, 7.4 percent for Netflix and 9 percent for YouTube.

The Gauge certainly suggests that if Hulu has just shy of 50 million subscribers, as Disney has reported, then Amazon is at least in the same ballpark in terms of Prime subs that watch video content.”

 

[davideduardo]

“The latest Nielsen Gauge reported that 3.4 percent of TV viewing in November was Prime Video, compared to 2.7 percent for Hulu, 7.4 percent for Netflix and 9 percent for YouTube.

And we also have to look at what brings YouTube numbers. What percentage are watching movies (either "free with ads" or paid) and how many are looking at music and concert videos and every possible thing from how to put thermal paste on a CPU to how to retrofit your toilet with a bidet.

 

[davideduardo]

What's a radio?

Interestingly, in research we find a generalized condition to be that those that grew up when radio was still strong.... the period ending around 2008-2010... tend to call all audio without pictures services "radio" while the latest generation (born about 1998 onward) does not use the radio term broadly or at all.

Obviously, there are large percentages that deviate from this, but the majority follow this pattern.

 

[Kelly A]

Interestingly, in research we find a generalized condition to be that those that grew up when radio was still strong.... the period ending around 2008-2010... tend to call all audio without pictures services "radio" while the latest generation (born about 1998 onward) does not use the radio term broadly or at all.

Obviously, there are large percentages that deviate from this, but the majority follow this pattern.

I was kidding.

 

[michael hagerty]

The article lined above has lower estimates of Prime users who watch Prime video based on viewing time.

“The latest Nielsen Gauge reported that 3.4 percent of TV viewing in November was Prime Video, compared to 2.7 percent for Hulu, 7.4 percent for Netflix and 9 percent for YouTube.

The Gauge certainly suggests that if Hulu has just shy of 50 million subscribers, as Disney has reported, then Amazon is at least in the same ballpark in terms of Prime subs that watch video content.”

That’s an average daily viewing snapshot for the month of November.

The Gauge

Navigate the TV landscape with precision. Examine audience viewing behaviors across key TV delivery platforms in a monthly macroanalysis.

www.nielsen.com

YouTube’s numbers are impressive, but the content consumed is very different from that watched on Prime, Netflix, Hulu or Max, with an enormous amount of it being shorter-form user-generated material:

75+ YouTube Statistics 2022 - Usage, Facts and Trends

YouTube Statistics: In 2021, YouTube Premium and YouTube Music have recorded 50 million subscribers collectively worldwide.

www.enterpriseappstoday.com

 

[davideduardo]

This is the successor to @DavidEduardo’s “Media Companies Are Ready To Sell” thread, which he saw fit to put in this forum.

And, again for the newer participants, we have here a very loose policy on keeping threads "on subject" because some of the most interesting topics are derivatives or offshoots from the initial subject.

If the moderators had infinite time on our hands, we'd take the most interesting of those offshoots and create new topics. But can even monitor all the daily posts, let alone analyze and categorize them!

 

[tall_guy1]

The article lined above has lower estimates of Prime users who watch Prime video based on viewing time.

“The latest Nielsen Gauge reported that 3.4 percent of TV viewing in November was Prime Video, compared to 2.7 percent for Hulu, 7.4 percent for Netflix and 9 percent for YouTube.

The Gauge certainly suggests that if Hulu has just shy of 50 million subscribers, as Disney has reported, then Amazon is at least in the same ballpark in terms of Prime subs that watch video content.”

Speaking of which, I wonder why there were so many articles about Netflix slowly dying in 2022 when they lost subscribers for the first time? It seems like for a period of time, Netflix was falling a bit, but has recovered.

 

[davideduardo]

I was kidding.

I know. I just added the comment for those who are either new here or who don't see the bigger picture. Those are the ones who might think that streaming audio is not considered "radio" by a big percentage of people.

 

[RadioGuy1864]

Interestingly, in research we find a generalized condition to be that those that grew up when radio was still strong.... the period ending around 2008-2010... tend to call all audio without pictures services "radio" while the latest generation (born about 1998 onward) does not use the radio term broadly or at all.

Obviously, there are large percentages that deviate from this, but the majority follow this pattern.

Yes, that is what I've found too. It does not bode well for OTA radio in 10-15 years.

 

[Mikey Radio]

Speaking of which, I wonder why there were so many articles about Netflix slowly dying in 2022 when they lost subscribers for the first time? It seems like for a period of time, Netflix was falling a bit, but has recovered.

Keep in mind that during the covid pandemic when many were working from home or out of work, and they were stuck there for days at a time, lots of households signed up for Netflix to help keep them busy and occupied. 2022 was the year when many in the workforce returned in earnest and had less time or need to watch as much TV or movies so naturally, they cancelled their subscriptions.

 

[Theater of My Mind]

And, again for the newer participants, we have here a very loose policy on keeping threads "on subject" because some of the most interesting topics are derivatives or offshoots from the initial subject.

If the moderators had infinite time on our hands, we'd take the most interesting of those offshoots and create new topics. But can even monitor all the daily posts, let alone analyze and categorize them!

Respectfully, this is not a radio topic that has drifted "off subject". It's a streaming TV topic from the outset, and there is a National TV forum where it would be a much better fit. Same with the recently started Paramount Saga thread.

At least the "Media Companies are Ready to Sell" topic encompassed "media" more generally, which does actually include radio.

 

[tall_guy1]

Keep in mind that during the covid pandemic when many were working from home or out of work, and they were stuck there for days at a time, lots of households signed up for Netflix to help keep them busy and occupied. 2022 was the year when many in the workforce returned in earnest and had less time or need to watch as much TV or movies so naturally, they cancelled their subscriptions.

That makes sense, but it seemed like there was a lot of bad press towards Netflix due to this, and thought the company's outlook was grim.