Fueling Pluto
This one is simple: more content equates to more engaged viewers. As such ViacomCBS is leveraging its broader content array to further enable growth of its free streaming video service Pluto TV. With the upcoming expansion starting July 14, the service will offer over 100,000 hours of content to its users. The content array is also increasing in quality as the company handpicked series from around the organization to add to the service this summer. Look for Pluto TV’s new slate of programming that will feature shows such as “Survivor,” “America’s Next Top Model,” “CSI” “Star Trek: The Next Generation” and “South Park.”
The NPD Take:
- The data consistently shows that content is king. Free or paid, viewers value programing above all. While free services tend not to offer exclusive programming they can provide quality and volume. Pluto is focusing on both.
- The drive to expand programming and features is advancing their potential to replace basic cable TV.
1-year guaranteed & more
At a time where other virtual MVPDs are continuing to raise rates, Sling TV pivoted in the opposite direction. The company recently announced a 1-Year Price Guarantee for all new and existing customers. Not only is the company holding the line on price, it has also developed deeper integration with Amazon Fire TV. And, maybe the biggest advancement is the partnership with Comcast to be included on Xfinity Flex.
The NPD Take:
- The Xfinity Flex integration may be more of an indication that cable/broadband providers have realized that it’s more important to enable a competitive service such as Sling TV as many viewers no longer want a traditional cable TV bundle. The lost cable revenue can be made up through subscription fees and advertising.
- The virtual MVPD market has become crowded and as such it’s no longer just about procuring subscribers that are new to the category. Growth will also require grabbing share from competitors. To that end, competitive pricing strategies such as this will become more important.
Prime adds profiles
It’s happening, Prime Video is rolling out user profiles. User profiles have been a core feature of competitive services such as Netflix and Hulu. Further, new streaming services such as Disney+ and HBO Max launched with profiles. Oddly Amazon Prime hasn’t offered this level of customization. That’s all about to change as users of Amazon Prime video will begin to see a new UI which presents an option for up to six profiles allowing content personalization.
The NPD Take:
- What took so long? It’s unclear why it took so long to add a basic streaming video feature such as profiles.
- New features such as watch party and profiles shows Amazon’s commitment to advancing its TV offerings. Expect more to come.