No ads for kids on Netflix AVOD tier
It’s reported that when Netflix launches its ad-supported tier, original movies and children’s programming will remain ad-free. There are numerous factors that may be contributing to this including the procurement of programming licenses that include advertising, a desire to slowly lean into the ad-load, child privacy laws that place challenges on target ads to children and retaining an uninterrupted experience for Netflix original films. Further, the upcoming AVOD tier may also prohibit advanced features such as the ability to download content for offline viewing.
The NPD Take:
- As the company builds to launching a more nuanced offering, the differentiation between tiers will continue to evolve. It’s unlikely the look of the AVOD tier at launch will remain the same in years to come.
- Streaming is starting to look more like a modified old school cable package; balancing ad-supported basic cable with a premium ad-free on-demand offering.
Peacock gets Big Ten Saturday night
NBCUniversal and its Peacock streaming service will become the exclusive home of Big Ten Saturday Night football. Peacock will also get an additional eight Big Ten football games each season. It’s been suggested that rights deal will yield more than $7 billion for the Big Ten over its seven-year term. CBS and Fox will split the rest of Saturday football, with Fox keeping the noon game and CBS (with its Paramount+ service) taking over the mid-afternoon game. ESPN, meanwhile, will end a 40-year streak of carrying Big Ten football games.
The NPD Take:
- Sports continue to be the glue that drives viewership and ultimately subscriptions. As such, we’ll continue to see an increase in rights transferring to streaming services as they aim to minimize churn.
- Given the fierce competition for top tier streaming sports rights the cost will challenge the ability to retain lower tier leagues.
Disney+ Day to Offer Content Exclusives
Disney announced that it would offer multiple content premieres from its Pixar Animation, Marvel Studios, Star Wars, National Geographic, and The Simpsons brands on its annual Disney+ Day happening Sept. 8. The event is designed to promote Disney+, including its pending ad-supported subscription tier. New titles debuting on the platform include “Thor: Love and Thunder”, “Obi-Wan Kenobi: A Jedi’s Return,” (with never-before-seen, behind-the-scenes footage), “Dancing with the Stars: The Pros’ Most Memorable Dances,” “Frozen and Frozen 2 Sing-Alongs”, and “Welcome to the Club,” a new short from The Simpsons.
The NPD Take:
- Disney is relying on a strong and concentrated content push to strengthen brand awareness and interest in its service right as subscription rates increase significantly.