Newsletter 11th of October
11 October 2023
These are the main topics this week:
- Nielsen ONE Ads now measures advertising on Netflix ad tier
- Spotify’s “Superpremium” offer may near launch
- Disney exploring possible live-sports tier on Disney Plus outside the US
Nielsen measures ads on Netflix for first time as HVOD category grows
Nielsen has officially launched ads measurement for Netflix’s ad-supported tier in the US, via Nielsen ONE Ads. This allows Netflix’s advertisers to validate ad performance, including co-viewing metrics, and provides a cross-platform view of the audience.
The measurement solution leverages a direct integration with Netflix’s first-party data, along with Nielsen’s representative panel. It covers all ad impressions on any digital platform, including CTV, desktop and mobile. Nielsen will capture 15- and 30-second pre-roll and mid-roll monetizable ads.
Hybrid Video on Demand (HVOD) is a growing phenomenon, both globally and here in the Nordics. Notably, industry giants such as Netflix, Disney, Amazon, and Warner Bros Discovery have already introduced or plans to introduce ad-supported subscription tiers in the US (and elsewhere). In the Nordics, Disney is set to launch its ad-supported offering in the beginning of next month. Additional actors in the Nordics that already provides ad-supported subscriptions are Discovery Plus, Ruutu Plus, TV2, TV4 Play.
This analysis covers both the TV- and streaming markets in the Nordic countries. It rests on three pillars: the consumers, the market, and the actors. Analyzing the consumers takes us far – but not all the way. Studying the actors and the market as a whole is just as important.
Spotify’s “Superpremium” offer may near launch
Spotify’s rumored Superpremium subscription is reportedly being prepared for launch. According to references discovered in the Spotify app code, the new subscription tier now has its own logo and a list of new features, in addition to the previously reported high-quality audio feature.
Rumours of Spotify’s Superpremium tier has been circulating for some time now. Additional details of the subscription have now been found in the app – providing a better picture of what the new subscription is likely to offer. The Superpremium is reportedly priced at USD 19,99 per month and in addition to the high-quality audio, it will offer AI-created playlists, the ability to filter the library by mood, activity or genre, and advanced mixing tools.
Furthermore, Superpremium reportedly will include 20-30 hours of audiobook listening per month — slightly more than the recently announced 15 free hours, that now is included for premium users in Australia and the UK. Spotify has yet to officially comment the information or the launch of the new tier.
This analysis provides in-depth understanding of the entire audio market – including audiobooks, music, podcasts, and radio. The analysis focuses on the digital transformation of both listening and consumer payments, on both aggregated and actor specific levels.
Disney explores live-sports tier on Disney Plus outside the US
Disney’s ESPN Plus serves as the primary sports streaming service in the US, while its international availability has been varying. Disney recently closed its ESPN Player app in several regions in Africa and Europe. However, ESPN also renewed its broadcasting rights for Eredivisie (men’s top domestic football league) in the Netherlands, just last month.
Now, according to WSJ, Disney is considering introducing of a new sports tier to Disney Plus in international markets. WSJ states that several streamers are starting to look at how they can create new pricing tiers around exclusive programming, such as live sports, without running the risk of pushing people away from their core offerings. Just a few weeks ago, Warner Bros. Discovery announced the launch of a sports tier to streaming service Max in the US, for an additional USD 9.99 per month.
Disney has not officially confirmed or commented the possible launch of an international sports tier. For Warner Bros. Discovery’s Max, the service is set to launch in the Nordics next year. It is currently unclear whether a sports tier will be included, as no information regarding pricing or different tiers of Max in the Nordics has been released as of now.
This analysis covers both the TV- and streaming markets in Sweden. It rests on three pillars: the consumers, the market, and the actors. Analysing the consumers takes us far – but not all the way. Studying the actors and the market as a whole is just as important.
Mediavision in the News
Trots tuffa tider för hushållen – många fortsätter betala för strömningstjänster – SVT
Eksplosiv vækst i tv- og streamingindhold overvælder seere og får flere til at give op – Mediawatch
Så slår krisen mot tv-tittarna – Göteborgs-posten
Markant flere husstande har en internetforbundet tv-enhed – Mediawatch
Research: Streaming heightens demand for connected devices – Advanced Television
Trots krisen – betalningsviljan för rörligt ökar – Dagens Media
Svenskarnas kontodelning kostar jättarna nära 1 miljard kronor – Dagens Industri
Trendbrott: Fler svenskar piratkopierar film och tv – Dagens Nyheter
MIPCOM: 16-19 October 2023, Cannes, France
Stockholm Film Festival: 8-19 November 2023, Stockholm, Sweden**
MIPTV: 15-17 April 2024, Cannes, France
* Mediavision will attend
** Mediavision will present