In November, Netflix unveiled its long-anticipated ad-supported tier which offers customers in select markets, including the U.S., the ability to offset the cost of a Netflix subscription by allowing their viewing to be interrupted with ad breaks. At the Consumer Electronics Show in Las Vegas, Netflix President of Worldwide Advertising, Jeremi Gorman, offered some initial insight into how the product has been performing as well as the streamer’s future plans.
During an interview at Variety’s Entertainment Summit at CES, the exec said the company has been happy with the debut selection of advertisers and their diversity.
“It’s really across the board,” said Gorman, of the variety of brands participating. “We’re seeing CPG companies, luxury companies, automotive companies…[and] retail. We’re seeing a broad swath.” This is also good for the consumer experience, she noted, as it means viewers won’t be bored by one car ad after another. “There’s a wide variety of advertising types, and I think we’ll continue to see that,” Gorman predicted.
The interview also touched on some of the early complaints and concerns about Netflix’s foray into ads.
Among them is the key pushback the company has been receiving over its high ad prices, asking for what one industry exec dubbed “Super Bowl CPMs.” Gorman, however, justified the pricing but admitted the market will ultimately dictate what sort of pricing Netflix will be able to get.
“From a supply-demand perspective, the premium CPMs are reflective of two things: one is that we just couldn’t take that many advertisers. We certainly didn’t want to disappoint anybody. Then secondarily, the premium content environment in which the ads run I think warrants a high CPM.”
Whether Netflix constitutes a “premium environment” is up for debate, of course. But Netflix seems to be adjusting its expectations.
“I think we’re certainly humble enough to very much understand we’re top of market, and in addition to that, the market will more or less dictate to us what are reasonable CPMs,” Gorman said.
Another concern about Netflix’s ad-supported service has to do with which content can include ads. As the streamer wasn’t set up as an ad-supported service to begin with, many of its content deals didn’t include AVOD rights (advertising video on demand). That means Netflix has limited ad inventory, and couldn’t even run ads against some of its own “Netflix Originals” if the deals didn’t include the proper rights.
Gorman addressed this as well, saying Netflix was actively working on the licensing issues.
“That’s progressing, as we speak, day by day. We’re renegotiating deals we made a long time ago,” she said, adding that the “vast majority” of content that people watch regularly is available in the ad tier surface. In the meantime, Netflix has about 85% to 95% of its content available on the ad tier, Gorman said.
Then there’s the real concern that, from a business perspective, offering a lower-cost tier has the potential to cannibalize Netflix’s existing subscriptions as customers drop to cheaper tiers at a quicker rate that’s not offset by growth in the ads tier. Gorman, though, downplayed those concerns saying Netflix customers historically have remained on the plan they’re currently on.
The exec, unfortunately, couldn’t speak to the uptake of the ads-supported product, as Netflix is poised to announce earnings, but said “we’re pleased with the growth we’re seeing.”
At present, Netflix’s ad tier is available in the U.S., the U.K., France, Germany, Spain, Italy, Australia, Japan, Korea, Brazil, Canada, and Mexico. The company has no immediate plans to expand, but longer-term would aim to target any larger ad market. In addition to ads, subscribers on the Basic with Ads plan have to deal with lower video quality (720p HD) and are limited to streaming from one device. They also can’t download content to their devices for offline viewing.
Going forward, Netflix aims to do a bit more than just running typical ads, including things like dynamic insertion of ads near moments that are relevant to marketers, single-show sponsorships, and more. It will also later allow marketers to target ads by age and gender.
Despite challenges, Netflix says its ad tier is doing well by Sarah Perez originally published on TechCrunch
Despite challenges, Netflix says its ad tier is doing well
Архив рубрики: Netflix
Netflix branches out into fitness content with upcoming launch of Nike Training Club classes
Netflix is officially branching out into fitness content, as the company announced today that it’s going to start streaming Nike Training Club classes next week. The streaming service will release a total of 30 hours of exercise sessions in two separate batches. The programs, which include workouts for all fitness levels, will be available in multiple languages on all Netflix plans.
The first batch of fitness classes will launch on December 30, with the second batch releasing in 2023. A total of 45 episodes will be part of the first batch, which will include the following classes: Kickstart Fitness with the Basics, Two Weeks to a Stronger Core, Fall in Love with Vinyasa Yoga, HIIT & Strength with Tara, and Feel-Good Fitness. Once the classes are released, Netflix users will be able to search “Nike” to access them.
For those unfamiliar with the Nike Training Club app, it offers a range of options for people of all fitness levels, including strength training, yoga and high-intensity workouts led by Nike’s certified trainers. Nike Training Club can in some ways be compared to Apple Fitness+ or Peloton.
“It’s not always easy to motivate yourself to exercise, but the option to feel the burn and then directly transition into one of your favorite shows does have a certain appeal,” the company wrote in a blog post. “And now, that’s exactly what you can do.”
This latest move from Netflix marks yet another way that the streaming service is branching out from its core business of TV shows and series. Over the past year, we saw the company delve into the world of gaming with the launch of Netflix Games. Now we’re seeing another departure from its core business as the streaming service begins testing the waters with fitness content.
The timing of the release likely isn’t a coincidence either, given that people around the world will soon make working out their New Year’s resolution. Considering that Netflix already has a significant user base, the streaming service may be able to entice people into trying out fitness content directly on the platform that they already regularly visit.
It’s worth noting that the launch won’t mark Netflix’s first foray into health-related content, as the streaming service launched mindfulness and meditation content from Headspace last year.
Depending on how successful the launch is, Netflix may decide to add even more fitness content to its platform to compete with the likes of Apple Fitness+ and Peloton. Beyond that, the company may even decide to produce its own fitness content if it can get enough people to see it as a viable option when it comes to fitness.
Netflix branches out into fitness content with upcoming launch of Nike Training Club classes by Aisha Malik originally published on TechCrunch
Netflix branches out into fitness content with upcoming launch of Nike Training Club classes
HBO/HBO Max and Netflix are top streamers among Golden Globe nominees
Nominations for the 2023 Golden Globe Awards were announced this morning, with HBO, HBO Max and Netflix tied for the lead in the TV category, getting 14 noms each. Major contenders include HBO’s “The White Lotus,” “House of the Dragon” and “Hacks,” as well as Netflix’s “Wednesday,” “Ozark” and “The Crown.”
While the two streaming giants are neck and neck overall, HBO Max had one more TV show on the list. Seven HBO series had a total of 14 nominations, whereas just six Netflix shows made the cut.
HBO/HBO Max shows include “The White Lotus” with four noms, “Hacks” with three, “House of the Dragon” with two, as well as “Euphoria,” “The Staircase” and “The Flight Attendant” with one nomination each. “Barry” also made the nominee list with two.
Netflix, on the other hand, received four Golden Globe nominations each for “The Crown” and “Dahmer – Monster: The Jeffrey Dahmer Story,” three for “Ozark,” two for its latest hit “Wednesday” as well as “Better Call Saul.” Plus, “Inventing Anna” actress Julia Garner was nominated for best performance by an actress in a limited series.
On the film side, Netflix had nine nominations, including movies “Blonde,” “Glass Onion: A Knives Out Mystery,” Guillermo del Toro’s “Pinocchio,” “Where the Crawdads Sing,” “The Good Nurse,” “White Noise” and German film “All Quiet on the Western Front.” HBO Max’s parent-company Warner Bros. nabbed three Golden Globe noms for its biographical film “Elvis.”
Last year, Netflix had the most Golden Globes nominations out of any streamer, with 17 total. The company received its first-ever Best Motion Picture (Drama) Golden Globe for “The Power of the Dog.”
HBO and HBO Max earned 10 nominations in the TV category of the 2022 Golden Globes. Earlier this year, the company earned the most Emmy wins overall for shows like “Succession,” “Euphoria” and “Hacks.”
Netflix gets its first Golden Globe for best motion picture (drama) in a bizarre, live-tweeted event
Hulu’s TV shows performed well this year, with 10 Golden Globe nominations. Hulu series that were nominated include “Pam & Tommy,” “The Bear,” “The Dropout,” “The Patient” and “Only Murders in the Building.”
Selena Gomez, who stars in the hit Hulu series “Only Murders in the Building,” picked up her first-ever Golden Globe nomination for acting. Her co-stars, Steve Martin and Martin Short, are also nominated for best performance. In total, “Only Murders in the Building” has four noms.
Earlier this year, Hulu broke its own record by getting 58 Emmy nominations, which was mainly thanks to its series “Only Murder in the Building” and “Dopesick.
The FX series “Abbott Elementary” was by far the most nominated TV show, with five noms in total. The workplace comedy has its streaming rights shared between HBO Max and Hulu.
Apple TV+ pulled six TV noms, including Best Drama Series for “Severance” and Best Limited Series for “Black Bird.” The two shows got three nominations, respectively.
Disney had 3 films nominated, including “Black Panther: Wakanda Forever,” “Avatar: The Way of Water” and “Turning Red.” The Disney+ show “Andor” was nominated for Best TV Actor with Diego Luna, who plays the lead role as Cassian Andor. The company had six total nominations across four titles.
Both Paramount Pictures and Universal Pictures pulled seven films on the Golden Globes nominees list, which will all likely premiere on their respective streaming services, Paramount+ and Peacock. Paramount’s “Top Gun: Maverick” was nominated for Best Picture (Drama) and Best Song and is set to make its streaming debut on Paramount+ on December 22.
“Yellowstone,” a Paramount Network series that streams on Peacock, was nominated for Best TV Actor (Kevin Costner, who plays John Dutton).
Dark comedy “The Banshees of Inisherin” was the most nominated film for this year’s Golden Globes, with eight nominations. It will stream on HBO Max starting tomorrow, December 13. Other major films in contention for awards are “Everything Everywhere All at Once,” “The Fabelmans,” “Tár,” “Babylon” and “Triangle of Sadness.”
NBC and Peacock will stream the 80th Annual Golden Globe Awards on January 10, 2023. This year marks the ceremony’s return to television after it was criticized for lacking diversity. The Hollywood Foreign Press Association (HFPA) noted in today’s announcement that this year is the first time there were 103 international voters, making the total Golden Globe Awards voting body “51.8% racially and ethnically diverse,” HFPA wrote.
HBO and HBO Max nabbed the most wins at this year’s Emmy Awards
HBO/HBO Max and Netflix are top streamers among Golden Globe nominees by Lauren Forristal originally published on TechCrunch
HBO/HBO Max and Netflix are top streamers among Golden Globe nominees
Chris Rock is set to be the first to perform live on Netflix
After Netflix’s historic launch of an ad-supported tier, a very unexpected move from the streamer, Netflix will make history again with its first-ever livestreaming event starring comedian Chris Rock. The company announced on Thursday that Rock’s live comedy special is set to stream in early 2023, with more details to be announced later.
“Chris Rock is one of the most iconic and important comedic voices of our generation,” Robbie Praw, Netflix vice president of Stand-up and Comedy Formats, said in a statement. “We’re thrilled the entire world will be able to experience a live Chris Rock comedy event and be a part of Netflix history. This will be an unforgettable moment, and we’re so honored that Chris is carrying this torch.”
Netflix confirmed in May that it would roll out a livestreaming capability. The company said it would focus on unscripted content, competition shows, reality reunion specials, live comedy shows and a future “Netflix is a Joke” festival.
Rock is an easy choice for the streamer as he will likely draw in thousands, if not millions, of viewers. This will be his seventh stand-up special overall and his second Netflix special after “Tamborine” premiered in 2018. He also made an appearance at the 2022 “Netflix is a Joke” festival.
Plus, many people will want to tune into Rock’s live comedy special to hear all the Will Smith-related gossip. Rock has yet to talk about the Oscars slap incident with Smith. During a show in London, the comedian told the audience, “People expect me to talk about the bull****, I’m not going to talk about it right now. I’ll get to it eventually, on Netflix,” Deadline reported.
Netflix subscribers may be getting a livestreaming option for unscripted shows and stand-up specials
However, livestreaming tech is complex and typically more unreliable than video-on-demand. A few months ago, many live TV apps crashed across the sports streaming space. If Netflix’s first test with Chris Rock goes well, it will potentially clear the way for dozens of Netflix titles to get the live treatment.
Netflix will also get to compete head-to-head with other live TV streaming services. Most recently, Disney+ had its first-ever live TV show when it debuted Season 31 of “Dancing with the Stars.” While Disney+ didn’t experience any major crashes, there were still reports of the app crashing as well as minor delays and lags.
Now that Netflix has ads and eventually livestreaming, it’s a no-brainer that Netflix should invest in live sports next. Earlier this week, The Wall Street Journal reported that the streaming giant is “warming up to the idea” of live sports coming to the platform.
Netflix is not yet considering live sports — but here’s why it should
Chris Rock is set to be the first to perform live on Netflix by Lauren Forristal originally published on TechCrunch
Chris Rock is set to be the first to perform live on Netflix
Netflix is bringing back Stranger Things: Puzzle Tales with new gameplay
Netflix is bringing the Stranger Things: Puzzle Tales game to its platform with new gameplay based on the content from Season 4 of the show. Users will be able to play as new characters features in Season 4 in this no-ads game as the company continues its push toward gaming.
Users have to solve puzzles in this game to beat enemies like Demogorgons and other supernatural monsters. In the process, they can collect up to 50 versions of characters from the show. The company describes the game’s graphics as “nostalgic 1980s Saturday morning cartoon art style.”
Stranger Things: Puzzle Tales was first released in 2021 and it was removed from the App Store and Play Store in August after Netflix acquired the game’s publisher for $72 million. At that time, the streaming service announced that it is working on revamping the game and moving it to Netflix exclusively.
Users can download the updated game starting today using this link. This release of the title joins other Stranger Things games like Stranger Things: 1984 and Stranger Things 3: The Game.
The game also builds on Netflix’s efforts to let fans engage with the show in various ways. Earlier this year, the streaming company partnered with Reddit for Stranger Things-based customized avatars and teamed up with Spotify for personalized playlists.
At TechCrunch Disrupt, the company’s VP for gaming Mike Verdu said that Netflix is exploring avenues to get into cloud gaming. He added that the streaming giant is also opening its second gaming studio in California after establishing its first studio in Helsinki in August. The company also launched game handles that can be used across exclusive titles in September.
While the company is putting a lot of effort into making gaming a success, it hasn’t seen stellar results. According to a report from Apptopia published in August, Netflix games were only averaging 1.7 million daily users. During its Q3 2022 earnings, the company announced that it now has 223 million subscribers.
Netflix is bringing back Stranger Things: Puzzle Tales with new gameplay by Ivan Mehta originally published on TechCrunch
Netflix is bringing back Stranger Things: Puzzle Tales with new gameplay