comments by ViacomCBS CEO Bob Bakish. And that viewership is translating to ad revenue: Part of the 9% increase in domestic ad revenue at ViacomCBS in Q4 2019 was driven by Pluto TV, per CFO Christina Spade.
Traditional media ownership won't automatically bring the usage of these platforms in line with SVOD giants, even if it can enhance the platforms with more premium content. By owning these platforms, traditional media companies can easily supply ad-supported platforms with owned content and build out branded channels designed to highlight existing IP.
For example, since buying Pluto TV, ViacomCBS has launched new channels based on content from Viacom's cable networks, and CBS to add its own channel on Pluto TV. But it's unclear whether simply migrating programming will translate into more than incremental jumps in viewing, particularly as streaming video viewers spend the overwhelming majority of their time per viewing session on SVOD services.
Among North American internet users, viewers spent just 17.3 minutes per viewing session each time they used an AVOD service, compared with 80.4 minutes per session spent on SVOD services, TiVo. Further, these platforms will likely continue to be overshadowed by more dominant ad-supported players, like YouTube, Hulu, and the Roku Channel, which make up the bulk of connected-TV ad spending, and buzzy newcomers like Quibi, Peacock, and HBO Max.Check to see if you already have access to Business Insider Intelligence through your company, or inquire about access if you don't.
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