Newsletter 8th of November
8 November 2023
These are the main topics this week:
- Apple’s Q3 earnings
- Netflix announces new ad offerings and prepares for first live sports event
- Viaplay puts several drama series on hold
Apple’s Q3 earnings
Apple’s CEO Tim Cook took the stage last Thursday to reveal the company’s third quarter earnings. Here are some of the highlights:
- Apple’s third quarter earnings beat analysts’ expectations for sales and earnings per share, but overall sales fell for the fourth quarter in a row.
- Every Apple hardware business, except the iPhone, declined YOY in revenue, with notably big drops for the iPad and Mac segments.
- The services division, including online subscriptions such as iCloud storage and Apple Music, grew 16% YOY to USD 22.31 billion.
- Apple shares fell over 3% in extended trading after executives signaled the company may not return to growth in the upcoming quarter.
We still got a few reports left this earnings season. Here’s a look at what’s coming.
This analysis tracks the progress of individual and household payments per service and actor, as well as overall media expenditures. The primary focus is mapping out the allocation of expenditures across audio, video, text, and access. Published biannually.
Netflix announces new ad offerings and prepares for first live sports event
A year ago, Netflix launched its ad-supported plan in the US. Now, the streamer has announced that the ad tier has reached 15 million global monthly active users. As recently as May, Netflix reported a subscriber base of five million for the ad tier. With the ad-tier’s one-year anniversary approaching, Netflix has presented a slate of new advertisement offerings.
Starting in the first quarter of 2024, Netflix advertisers will be able to use a new binge ad format, which taps into the viewing behavior of watching multiple episodes in a row. After three consecutive episodes watched, viewers will be presented a fourth ad-free episode. The viewer will then be informed that a certain sponsor is providing them an episode without ads. In the beginning of next year, Netflix will also launch the option to showcase QR codes in advertisements in the US.
Another new ad offering from Netflix is sponsorships, which is subcategorized as title, moment, and live sponsorship. Title sponsorships have already gone live in the US for the latest season of Love is Blind. Netflix will partner with additional sponsors for the new reality series Squid Game: The Challenge, and the final season of The Crown. A global roll out of the title sponsorship advertising is planed for next year. Moment Sponsorships will feature cultural moments for advertisers to tap into local holidays and will be available at the end of 2023 in the US and globally in 2024.
Next Tuesday, Netflix is hosting its first ever live sports event, The Netflix Cup. With that, the first live sponsorships will launch. T-Mobile and Nespresso, among others, will be sponsoring the event.
The Netflix Cup is a golf tournament, featuring athletes from the sport documentaries Full Swing and Drive to survive. One Formula 1 driver will team up with a PGA Tour golfer, who will compete together in an eight-hole match, where they will battle for the chance to win the inaugural Netflix Cup title. The event will stream live on Netflix the 14th of November at 3 PM PT, which is by midnight here in the Nordics.
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.
Viaplay puts several drama series on hold
Earlier this year, Viaplay Group announced that it has started a review of the entire operation. The company also postponed its publication of Q3 2023 financial results, to complete negotiations on how the business will be financed going forward. Now, several drama series that would have premiered this autumn are also affected.
Several of this autumn’s major drama series on Viaplay are being put on hold. So far, the second season of Strandhotellet is the only one of the autumn’s Viaplay series has been released on Viaplay. Börje, a drama series about hockey player Börje Salming, will also premiere on Viaplay the 19th of November. However, all other projects have been put on hold. Susanne Nylén, Head of PR & Communication at Viaplay, does not rule out that other actors may take over, or buy, some of the titles.
– It is no secret that Viaplay Group has financial challenges. Going forward, we will not uphold the same frequent releases of our own drama premieres as before. The management team has been open about reviewing collaborations with other actors and sales, comments Susanne Nylén.
Mediavision in the News
Sweden: Household media spend reaches record level in Q3 – Senal News
Köp av medietjänster ökar: ”Ett hyfsat billigt nöje” – SR
Svenske husstandes medieforbrug slår ny rekord – Mediawatch
Trots krisande marknad – medieutgifterna ökar – Dagens Media
Summerat: Svenskarnas kontodelning kostar en miljard – Tidningen Näringslivet
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
Svenskarnas kontodelning kostar jättarna nära 1 miljard kronor – Dagens Industri
Trendbrott: Fler svenskar piratkopierar film och tv – Dagens Nyheter
Stockholm Film Festival: 8-19 November 2023, Stockholm, Sweden**
MIPTV: 15-17 April 2024, Cannes, France
* Mediavision will attend
** Mediavision will present