FASTs Finally Figuring It Out

The Year Of The FAST

The Stream TV Show in Denver is a phenomenal event in general, but especially phenomenal if you want to get a sense of where the industry is headed. It’s a good mix of people from the advertising, content, distribution and tech sides of the industry, so a more all-encompassing point of view than many of the industry’s more ad-focused events.

In other words, not a lot of people there were headed to Cannes next week. 

There were two key themes this year: the growing ubiquity of FASTs (both channels and services) and the trend towards personalization.

But what struck me more than the massive focus on FASTs was the massive disconnect between the FAST channels so many people are trying to “stand up” and the more premium content plays the major FAST services are actually looking for.

It’s a big ass gap. [READ MORE]

Generative AI and Personalization

A more positive theme from the Stream TV Show was the potential of generative AI (or algorithms called “generative AI” by the marketing department) to personalize everything from programming schedules to recommendations to ads.

It’s one of the most promising ways I’ve heard of to make use of all the data that is now available in a way that makes the whole experience better for all parties involved, everyone from viewers to advertisers to the FASTs themselves. 

Provided, of course, we don’t start using the data in ways that seem creepy and intrusive.

You know, like the internet. [READ MORE]

READ THE FULL WEEK IN REVIEW ON TVREV

(or listen to it here)

 FASTs Are The New Cable, Part 2: Advertising

A long awaited follow up to our primer on free ad-supported streaming TV services (FASTs).

Part 2: Advertising goes deep into the ins and outs of advertising on the FASTs. In this report you will learn:

• Why FASTs are on track to surpass broadcast and cable for ad spend,
• Why contextual advertising might be the solution for many of the issues that streaming advertising is facing,
• And much more...

Download The Report

LATEST FROM TVREV

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In this video, CCR media executives explain what exactly media monitoring is, what makes them the gold standard, and how it impacts so many areas of the TV industry.

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Franchise IP comes in all different shapes and sizes, as Paramount Global can attest to.

Subscription Fatigue: Reshaping The Future Of Streaming With In-Show Monetization — Gary Mittman

Kerv’s Gary MIttman explores how AI-driven commerce integration can serve as the cure for shrinking streaming margins.

Netflix Can Do Live Sports That Are Made For Netflix — John Cassillo

Netflix is interested in live sports… sort of. But the service is smartly taking its time and handling things its own way.

Sports, Led By NBA Finals, Dominate Weekly TV Watch-Time — Eleanor Semeraro

Six of the top ten most-watched programs on TV were sports-related, per Inscape data.

NEWS YOU CAN USE

Does A ‘Hit’ Show Need Time To Warm Up? – John Cassillo

Amazon Prime Video’s Citadel series has been out for six weeks, yet the show hasn’t appeared to catch on yet in the U.S. In response, Amazon indicates that domestic audiences may need time to “warm up” to the spy thriller. But can streaming shows really work like that today, when releases are year-round, the marketplace is crowded and Citadel, in particular, cost a reported $300 million to make?

• If any company can take a flier on a $300 million Russo Brothers action project, it’s Amazon, but one would assume even they would need to see some measurable return on that type of investment.
• After being given the reins to build The Gray Man Universe at Netflix, it’s interesting to see the Russos (of Avengers movie directing fame) getting what’s essentially the same opportunity with Citadel, netting mixed returns on both so far.
• U.S. viewers may very well come around on these would-be action franchises, though it’s not as if action movies and shows usually have a hard time finding initial audiences…
• As the writers strike and subscriber growth plateaus create more pressure for streaming services, it seems likely that Apple, Amazon and Netflix may need to start mimicking network decision-making trends when it comes to betting on certain titles (no matter how much or little the shows/movies cost).

Featured

The Binge Purge [Vulture]

Once, in a more rational time, there was a direct relationship between the number of people who watched a show and the number of jets its creator could buy. More viewers meant higher ad rates, and the biggest hits could be sold to syndication and international markets. The people behind those hits got a cut, which is why the duo who invented Friends probably haven’t flown commercial since the 1990s. Streaming shows, in contrast, have fewer ads (or none at all) and are typically confined to their original platforms forever. For the people who make TV, the connection between ratings and reward has been severed.

Ad Tech Firm Madhive Raises $300M From Goldman Sachs [Axios]

The investment signals momentum for an industry reeling from a market slowdown, and is one of the largest ad tech deals since January 2022, according to data from Luma Partners. Goldman's cash will give it a minority stake in the company as well as three of nine board seats.

It’s The Age Of Pique TV: How Consumers And Creators Soured On Streaming [LA Times]

The giddy excitement viewers once felt about discovering a seemingly endless supply of new shows — and having almost instant access to old favorites — has given way to bitterness over rising subscription costs, password crackdowns, unceremonious cancellations and the general sense that there is a glut of TV, much of it bad.

Advertising

• Weak TV Upfront Market Has Advertisers Pushing For Pricing Rollbacks [Variety]
• Global Advertising Forecast To Speed Up After A Slower Start In 2023 [WSJ]
• Crackle, Revry, Vevo Execs Talk New ISA Forum [FierceVideo]

Streaming Wars

• Peacock First Partner For VIZIO's Content Discovery Feature On WatchFree+ [FierceVideo]
• The Next Phase Of The Global Streaming Wars [Bloomberg]
• Magnite Launches Omnichannel Audience, Data, Identity Suite [NextTV]

Data & Measurement

• Truthset’s Data Collective Adds Experian To Efforts To Improve Accuracy [NextTV]
• 'Vanderpump Rules' Is Finding A Whole New Audience Thanks To #Scandoval, And Bravo's Sister Streamer Peacock Is Cashing In [Business Insider]
• How Amagi’s Addressing Transparency Issues For FAST Advertising [FierceVideo]

Sports

• How MLB Took Over A Regional Sports Network In 24 Hours [THR]
• ‘The Last Dance’ Started A Flood Of Sports Docs. And The ‘Danger Of Oversaturation’ Is Real [LA Times]
• As USWNT Eyes Three-Peat, Fox Women’s World Cup Ad Sales Soar [Sportico]

Landscape

• How MrBeast Became The Willy Wonka Of YouTube [NY Times]
• Netflix To Launch Pop-Up Restaurant In Los Angeles Featuring Curtis Stone, Rodney Scott And More Star Chefs [Variety]
• What Makes A Streaming Hit? Desperate Fans ‘Game The System’ To Save Favorite Shows [LA Times]

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