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Building the Perfect OTT Pricing Model May 2017 An eBook from the editors of Building the Perfect OTT Pricing Model 2 OTT Market Overview: The ‘Big Four’ 7 Sponsored Content How to Use Blended Video Business Models to Keep Audiences Happy A Look At Hulu’s Decade In 9 OTT 12 Sponsored Content Flexible OTT Monetization Models: What’s Your Possible? ISPs Add Video To Arsenals, Thank you to our sponsors: 14 Complicating Pricing Strategies 16 Sponsored Content What Will Subscribers Pay for OTT Content? 17 The Truth about Cord Cutting share: share: An eBook from the editors of OTT Market Overview: The ‘Big Four’ By Kendra Chamberlain 2 OTT Market Overview: The rapid expansion of OTT video services coming to The ‘Big Four’ market during the past two years has catapulted online video into the mainstream. By the end of 2016, 64% 7 Sponsored Content How to Use Blended of broadband households in the United States were Video Business Models subscribing to at least one on-demand OTT service, to Keep Audiences and 54% of U.S. adults were streaming video from Happy one of those services on a monthly basis, according to Leichtman Research Group’s “On-Demand TV XV” 9 A Look At Hulu’s report. Decade In OTT “The past couple of years have been kind of crazy in this 12 Sponsored Content Flexible OTT space. It’s not just the growth in subscribers, it’s just the Monetization Models: number of services,” said Ali Choukeir, research analyst What’s Your Possible? at S&P Global Market Intelligence’s media research group, Kagan. “We’ve seen an explosion, starting from Netflix, ranking it as the most-used OTT service in 14 ISPs Add Video To 2014 through last year. People like to view on-demand the United States. Amazon came in at No. 2, with 26% Arsenals, Complicating content.” reporting they use the video service; Hulu was a distant Pricing Strategies third with 11% of respondents reporting using it. The U.S. OTT video market is largely dominated by 16 Sponsored Content What Will Subscribers the “Big Four” in online, on-demand video: Netflix, TiVo’s statistics generally line up with new figures Pay for OTT Content? Amazon, Hulu and YouTube—though YouTube is often from comScore. According to the research company’s considered in a league of its own, as it stands out in December data, 49 million homes—or 53% of U.S. 17 The Truth about Cord terms of content, format and audience from the other households with Wi-Fi—accessed at least one OTT Cutting services. service. The firm said Netflix reached fully 75% of those OTT homes, while YouTube claimed around 53% of There’s no question that Netflix, with about 50 million those homes. Amazon Video clocked in third at 33%, U.S. subscribers at the end of 2016, is the king of OTT. while Hulu was fourth at 17%. “In fact, there are now 11 According to TiVo’s fourth-quarter 2016 Video Trends OTT services that reach one million or more homes in a report, 53% of respondents to its survey reported using given month,” comScore noted. Building the Perfect OTT Pricing Model // May 2017 // share: An eBook from the editors of Netflix Pioneers the Original and five times as much as 21st Century Fox’s FX or Content Model CBS’ Showtime. “Netflix and Amazon are very different from the rest of the space. They’re in their own orbit,” said Choukeir, And Netflix’s strategy has largely paid off. As of the 2 OTT Market Overview: explaining that both companies outpace the rest of end of 2016, 10 years since Netflix first introduced The ‘Big Four’ the industry in terms of both paying customers and streaming to its service, the company counted 49.93 the amount of money they spend on content. Indeed, million subscribers in the United States and over 90 7 Sponsored Content How to Use Blended Netflix and Amazon have locked horns in their million worldwide. At the end of the first quarter, Netflix Video Business Models competition for eyeballs because both subscription reported that customer figure ballooned to 100 million. to Keep Audiences video on demand (SVOD) services have similar Happy strategies, from licensing content, producing content, to In terms of Netflix’s pricing, after some experimentation even pricing. “We’re seeing them spend a lot of money and a few price hikes, Netflix now offers three tiers of 9 A Look At Hulu’s on original content,” Choukeir added. service: Decade In OTT In the world of OTT content, though, Netflix has • A basic streaming plan offering SD content and one 12 Sponsored Content Flexible OTT largely outmaneuvered everyone, including pay TV stream for $7.99. Monetization Models: networks. • The standard plan offering HD content and two What’s Your Possible? simultaneous streams for $9.99. • And the premium tier, which gives viewers access 14 ISPs Add Video To “The big driver behind original to ultra HD content and up to four simultaneous Arsenals, Complicating content is differentiation.” streams for $11.99. Pricing Strategies –MICHAEL INOUYE, TV AND VIDEO ANALYST, ABI RESEARCH Amazon’s Content and 16 Sponsored Content What Will Subscribers A La Carte Channels Pay for OTT Content? Where Netflix has pioneered, Amazon has followed. “The big driver behind original content is Like Netflix, Amazon’s Prime Video offers lots of 17 The Truth about Cord differentiation. You wantDaredevil, Jessica Jones, or licensed TV shows and movies to stream, plus a Cutting any of the other Marvel characters, the only way to growing slate of originals produced by Amazon Studios. get that is with Netflix,” said Michael Inouye, TV and And at the end of 2016, Amazon matched Netflix’s video analyst and ABI Research. Indeed, the Wall Street international expansion by launching its SVOD service Journal recently reported that Netflix’s spending on across most international markets. programming this year, pegged at around $6 billion, will be more than double what Time Warner’s HBO spends But comparing the two beyond the basics is difficult. Building the Perfect OTT Pricing Model // May 2017 // share: An eBook from the editors of Amazon’s core business is as an online retailer, and all it one dollar per month less than Netflix’s comparable moves the company has made in OTT video, music, or tier, but without any of the Amazon Prime perks of free hardware should be considered through the lens of its shipping on online purchases, or access to its music retail business. That introduces a lot of ambiguity into streaming service. And not surprisingly, Amazon hasn’t 2 OTT Market Overview: its SVOD service’s performance. “Amazon Prime video yet said how many customers have signed up for its The ‘Big Four’ is somewhat opaque, because it’s bundled with Amazon standalone subscription. In October 2016, eMarketer Prime,” Choukeir said. “We don’t necessarily know how called Amazon the fastest growing OTT service in the 7 Sponsored Content How to Use Blended many regular users of the service it has.” In fact, little market, and predicted Amazon would have 76.2 million Video Business Models is known about Amazon Prime. The company doesn’t video streamers by the end of 2016. to Keep Audiences even release its Prime subscriber numbers. Happy Amazon has done some of its own pioneering, too. In Amazon’s SVOD service has tried some interesting 2016, it introduced its Streaming Partners Program 9 A Look At Hulu’s offerings, with the help of the online retail giant’s deep (now called Amazon Channels), which enables Prime Decade In OTT pockets. Amazon’s free shipping service is billed at a subscribers to add other OTT services to their Prime yearly rate of $99, which works out to about $8.25 per billing account as a sort of self-serve OTT bundle. One 12 Sponsored Content Flexible OTT month. But about a year ago, Amazon began offering of the benefits of this arrangement is that Amazon gets Monetization Models: Prime Video as a standalone service for $8.99, making to take a little slice of the subscription pie for everyone it What’s Your Possible? signs up—up to 30%, according to one source. While the product seems 14 ISPs Add Video To like a reasonable response to cord Arsenals, Complicating cutting, it’s unclear whether anyone Pricing Strategies is actually bundling services together through Amazon Channels. 16 Sponsored Content What Will Subscribers Pay for OTT Content? Alan Wolk, TV industry analyst and founder of Toad Stool Consultants, 17 The Truth about Cord doesn’t think Amazon Channels Cutting has gained much traction among consumers. “It’s an ease-of-use thing for people who might be a little bit tech phobic, and don’t know how to get all these extra things. But it seems pretty niche,” he said. Building the Perfect OTT Pricing Model // May 2017 // share: An eBook from the editors of Hulu’s Hybrid Model But Hulu is spending more and more on content Hulu, by contrast, has been a pioneer in its own right, acquisitions to help it remain relevant and competitive championing a hybrid ad-supported and subscription- with its two big brothers, Netflix and Amazon. J.P. based OTT video service. Hulu, which is owned by Morgan’s Alexia Quadrani estimates Hulu generated $2 2 OTT Market Overview: national broadcasters including NBCUniversal, 21st billion in revenue in 2016, with over half of that coming The ‘Big Four’ Century Fox and Disney’s ABC, began as a catch-up from subscriptions. TV service, offering viewers the chance to watch the 7 Sponsored Content How to Use Blended latest episodes of the networks’ shows after they’d YouTube’s User-Generated Video Business Models been broadcast on television.
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