Comcast Corp. last week announced it will add Netflix to subscription packages to its cable services.
The move, according to Bloomberg, gives “the world’s largest streaming platform another way to boost its viewer base in the U.S., its biggest market.” Bloomberg also reported that Comcast customers, who can already watch Netflix shows like “House of Cards” or “Stranger Things” using the Comcast X1 cable box, will now be able to pay for it directly through a Comcast bundle.
Cable companies like Comcast have been concerned about so-called cord-cutters who eschew traditional cable packages in favor of streaming services like Netflix. Cable companies like Comcast previously viewed streaming services like Hulu and Netflix as threats to their business, but a move like this shows Comcast is embracing them and integrating them into their platforms as a way to retain customers.
The partnership could also be beneficial to Netflix, which operates on subscriptions and does not generate ad revenue. The U.S. is its largest market and the company is facing slowing subscription growth there; many of its new customers are from overseas.
Also last week, Spotify and Hulu introduced a combined subscription that reduces the monthly price of using both, a promotion designed to draw new paying users to the music and video services, according to Bloomberg.
Last year, Hulu and YouTube launched live TV. In their launch year, both stated their intent to eventually sell ads against the linear streams.
For brands, reaching consumers via live streams could be significantly more cost efficient compared to traditional TV buys, and therefore may be a game changer. However, potential reach within Live TV streaming will be a determining factor in how brands move forward once the inventory is available. The latest figures put Hulu Live TV at 450,000 subscribers, and YouTube TV at 300,000.
Both providers have grown their user base through free trial offerings. However, with cancellation requests at the conclusion of the trial period, it’s difficult to predict future audience sizes.
While neither company has stated how the inventory will be sold, Digiday writes, the offering can be pooled with on-demand inventory. This could help brands test live linear stream advertising, while still providing them with ample reach within the platform.
Industry execs predict live TV inventory to be part of the 2018 NewFronts. If this happens, we will look for Hulu and YouTube to address the following:
Scale: How will both companies build the scale necessary for brands to reach a wide audience?
Model: Will Live ads be available as a standalone ad buy or will they be sold along with on-demand inventory?
Technical Obstacles: Will the technology be in place to ensure seamless ad integration?
We’re thrilled to announce more of Audi of America’s work is being recognized, this time by the Art Directors Club! M/H and Audi are finalists in the Photography category for an Instagram series where we take Audi to the Mars Desert Research Station.
The work is part of our broader strategy to make Audi’s Instagram a story-driven and visually appealing channel. We like to call it “car porn with a plot.”
Automotive photography often sticks with the same backdrops: the summertime convertible shoot, the beach balls, coastal highways, the wind in your hair. It’s been done. It rarely sticks with you. We wanted Audi to be memorable, so we captured a series of photographs featuring the A5 Cabriolet for Audi’s Instagram in a surprising place.
We needed a unique location, so we chose one so otherworldly that you’d want the top down to take in the vastness of the breathtaking landscape. We went to Utah’s Mars Desert Research Station to tell its story of scientists investigating what it would take to live on the Red Planet — with the A5 in each picture.
Congrats to the team!
It was the yodel heard ‘round the world. Or, at least, around the Internet. Mason Ramsey, the 11-year-old whose yodeling session at a Southern Illinois Walmart went viral earlier this month, performed at music festival Coachella this weekend. There was nowhere to go but up for the young singing sensation, who reportedly just rode an airplane for the first time en route to appear on The Ellen Show.
But the true star of the show was Beyoncé, whose Coachella performance collectively shook the Internet this weekend. Beyond blowing up Twitter, Beyoncé also made history by being the first woman of color to headline the festival, which her fans have now appropriately dubbed “Beychella.” A surprise performance with husband Jay-Z, a dance-off with sister Solange, and the highly-anticipated Destiny’s Child reunion were intertwined with her Historically Black College and University-themed set.