VOD Streaming Service

Presented by: Dylan Ries Austin Burke Michael Esse Kevin Little fullscreen Overview of Article

● Multi-channel network: thousands of creators produce hundreds of hours of content to satisfy millions of subscribers. Video collectives are built on the platform YouTube. ● Fullscreen subscription launches April 26th ○ CEO George Strompolos on target customers ○ “We’re very specifically going after the teen and young audience that grew up in the social and mobile-first environment.” ● Free videos (with ads) moving to paid subscription app

+ Dylan Ries Industry Customer 201 201 201 201 201 20 Satisfaction 0 1 2 3 4 15 ● Big competitors established standards for (highest possible customers to expect; Netflix, Amazon, Hulu. score=100) ○ HD streaming Subscription TV 66 66 66 68 65 63 ○ Original and licensed content with occasional Services updates AT&T U-Verse 72 68 68 71 69 69 ○ Simple user interface ● Decline in satisfaction of video streaming Netflix 86 74 75 79 81 76

related services Others 70 69 68 69 66 66

(ACSI)

Dylan Ries Fullscreen

● 5 years building on YouTube ● Network of creators = 5 billion video views per month ● Fullscreen’s experience on YouTube pushed them to address different standards ○ Community building on Fullscreen ■ Share and discuss ■ Tools to create ○ Rapid updates ○ Giving customers content they actually want ■ Specific focus on social/mobile millennials

Dylan Ries Positives

● Fullscreen buys Stagebloc ● Hires Carryl Pierre-Drews as VP Sales of Marketing ● Only 5 dollars a month ○ Ad-free ● AT&T and DirectTV ● George Strompolos ○ 600 million YouTube subscribers ● People (Fifth P)

Austin Burke Negatives

● Great amount of competition ○ Netflix, Hulu, HBO Now among biggest competition ● Licensing ○ New, not yet spending as much as competitors ● Content ○ Fullscreen approximately 800 hours of content ○ Netflix over 34,000 hours

Michael Esse Recommendations

● Differentiate ○ Reddit style sharing and interaction ● Produce desirable original content ● Sports streaming ○ NFL Sunday Ticket ● Market research ○ Understand where competitors have failed ● Prepare for high volume launch ● Gather Feedback ○ Service Performance Indexes ○ Respond

Kevin Little Customer-Defined Service Standards

● Reliability ○ Service platform performs up to standard ● Responsiveness ○ 24/7 customer service ○ Up-to-date and desired streaming material

Kevin Little Questions? References

Baysinger, Tim. "Launching a Subscription Service of Their Own, Fullscreen Joins Crowded Streaming Market." Ad Week. Ad Week, 30 Mar. 2016. Web. 19 Apr. 2016. .

Gaegler, Jonathon. "Netflix Statistics." Automated Insights. Automated Insights 2016, 26 Aug. 2015. Web. 19 Apr. 2016. .

Spangler, T. (2016). Fullscreen Unveils $5 Subscription Video Service, Taking on Netflix and YouTube Red. Retrieved April 19, 2016, from http://variety.com/2016/digital/news/fullscreen-subscription-video-service-launch-1201741933/

Zeithaml, Valarie A., Mary Jo Bitner, and Dwayne D. Gremler. Services Marketing Integrating Customer Focus Across the Firm. 6th ed. New York: McGraw-Hill, 2013. Print.

"Benchmarks By Industry." ACSI. American Customer Satisfaction Index, 31 Dec. 2015. Web. 19 Apr. 2016. .