WBD improves Discovery+ experience
WBD announced that Discovery+ will use the same technical platform that Max uses enabling the same features across streaming apps. Improvements to the app and video experience include a deeper color and design, polished homepage, easier navigation, more personalized recommendations, and in-player enhancements, where users can switch between episodes and personalized content recommendations within the video player. There will also be a user login through QR code, and the ability to share show recommendations via text or social media.
The Circana Take:
- WBD is unifying its brand experience. We are seeing more of these improvements surface of late, and it remains to be seen how much of this is aimed at fully integrating the company’s streaming services.
Netflix Sells Out WWE Raw sponsorships
Since its deal with WWE Raw in January, Netflix has sold out its ad inventory in title sponsorships for the next few quarters. On last week’s episode, TurboTax entered the ring with their “Now This is Taxes” campaign which featured a custom video including WWE stars Rhea Rhipley, Bron Breakker, and Rey Mysterio who were more than frustrated trying to file their taxes. They delivered it in their typical WWE high-powered form. This is the first custom campaign developed by Netflix for a brand partner of WWE Raw. Other sponsors include Snickers, Minute Maid, Cricket Wireless, and Wingstop. Of note, Netflix has heavily invested in the WWE with exclusive rights to other WWE shows including “SmackDown,” “NXT,” library content and all premium live shows such as WrestleMania, Royal Rumble, and SummerSlam.
The Circana Take:
- Netflix has taken the next step to driving equivalent ARM on their ad-tier as they do on the ad-free tier continuing to stay a step ahead of the competition. This will help attract new programming partners and brands.