The television upfront season generates a great deal of anticipation, as it often foreshadows the performance of the wider premium video industry. This year, the U.S. TV upfront market outperformed expectations, increasing revenues by 6% over last year to reach $19.7Bn. Similar to how several of the new fall shows plan to bring viewers back to familiar territory, with throwback revivals, advertisers have gradually turned back to the TV ecosystem, both linear and digital, amidst concerns around the safety and effectiveness of other digital marketing channels.
Over the past two weeks since returning from the Cannes Lions International Festival of Creativity, I’ve had a chance to reflect on the stellar opportunities afforded by this truly unique global event. After all, Cannes Lions doesn’t just play host to the largest gathering to worldwide advertising professionals but also to 15,000 marketing and media executives— a collective intersection of advertising, entertainment, media, and technology unlike any other. South of France setting aside, is there a better setting for our global teams to bring industry leaders together to strategically drive the industry forward?
As we turned the corner into 2017, one thing became clear: the industry has never been closer to true unification in premium video than it is now. The FreeWheel Video Monetization Report: Q1 2017 highlights how the boundaries between what we consider “traditional TV” and digital video are dissolving, and that at the end of the day, it’s all just video. Live and full-episode TV-quality content grew at double-digit rates across the board and nearly half of all digital video consumption occurs on the big screen. New MVPD subscription models are emerging. Viewers have high expectations around all components of the premium content experience, and publishers and advertisers alike are recognizing that cooperation will be crucial in driving the industry forward. Here are a few trends we observed in this quarter’s report to highlight.
In the FreeWheel Video Monetization Report: Q4 2016 (VMR) we observed first-hand the tremendous growth of over-the-top (OTT) devices over the past two years. These connected devices have evolved from just 8% share of premium video ad views two years ago in Q4 2014 to a solid 27% in Q4 2016. The message from consumers to publishers aiming to increase viewership and buyers hoping to reach an engaged audience is clear: video will always have a home on the big screen.
The FreeWheel Video Monetization Report: Q4 2016 (VMR) launched on March 21st. The VMR takes a full-year look at 2016 as a whole, as well as quarter-specific trends, through the lens of general trends and themes that speak to the value of premium content and environments. For the 24th consecutive quarter, the upward trends in video continue, with no sign of slowing down. While our data highlights the opportunity in premium video, it also shines a light on just how complex managing a digital video business is today.
There’s no denying that 2016 has been a unique 12 months in the premium video industry as trends in consumer viewing behavior shift and new platforms and technologies emerge. As we review these evolving trends in our Video Monetization Report: Q3 2016, we’re able to provide the insights the industry needs to move forward.
The FreeWheel VMR: Q2 2016 Executive Summary Infographic provides an illustration of how we define three distinct example audience segments based on engagement with premium long-form video, coupled with some of the most important takeaways from the report.
FreeWheel’s position at the center of the premium video economy gives us unique insight into the themes that are top of mind for the ecosystem. While there’s always noise around the ad tech topic du jour, improving user experience has been a persistent theme throughout 2016. Take a look inside the FreeWheel Video Monetization Report: Q2 2016 which identifies opportunities for premium players to drive increased revenue by creating monetization strategies that consider how different user segments engage with a Publisher’s content.
As we approach the launch of our 22nd edition of the FreeWheel Video Monetization Report (VMR), here’s a look into the archives examining how the report has evolved over time.
Long-time readers of our quarterly Video Monetization Report noticed a big change in our recently launched Q1 2016 VMR. Beyond the exciting new analyses based on previously untapped data, we’ve evolved the report to showcase our data in a new way. Here’s a peek inside the report revealing our top seven takeaways from the Q1 2016 Executive Summary Infographic which illustrates how content, viewers and experience reign the shared throne of premium video.