AMC partners with Netflix
AMC Networks will be adding some of its most popular original programming to Netflix. There will be thirteen different series including The Walking Dead: Daryl Dixon Season 1, Anne Rice’s Interview with the Vampire Season 1, Fear the Walking Dead Seasons 1-8, and Preacher Seasons 1-4. Most of the shows will launch on Netflix on August 19 and be available for one year. They will also be AMC-branded which will help drive traffic to AMC. Of note, the shows will be available commercial-free, even on Netflix’s ad tier which will also likely increase engagement. AMC has previously licensed shows to Netflix including The Walking Dead, Mad Men and Breaking Bad which resulted in higher viewership on AMC.
The Circana Take:
- Netflix has a track record of increasing audience scale for programming; this is likely to have the same positive impact.
- Targeted services such as AMC Networks will need to do more of this sort of thing, partner with the top providers to generate licensing revenue and drive subscribers to their own SVOD services.
Disney+ plans to add features
Disney is developing additional features to increase the amount of time subscribers spend watching Disney+, Hulu, and ESPN+ content. The changes include offering personalized recommendations, custom promotional art aligned to match viewers interests, and email reminders prompting viewers to complete shows they started watching. They are also considering adding linear channels to its streaming services that show content on a loop such as older episodes of The Simpsons and films from the Marvel Cinematic Universe.
The Circana Take:
- While content is a key driver in attracting consumers, spending more on UI becomes critical to increase subscriber engagement. As subscribers have come to expect an overall seamless experience, this trend is likely to continue.
PS teams up with Apple TV+
PS4 and PS5 users are being offered a free new three-month trial for Apple TV+. It requires a PS Network account and an Apple ID and is only available to new and qualified returning subscribers to Apple TV+. The deal is available through September 22nd, and the subscription automatically renews at the end of the trial period. The offer can only be redeemed through the Apple TV app on the console itself. It is a great deal for non-Apple TV+ subscribers who want to catch up on popular exclusive shows like Ted Lasso, Severance, Monarch: Legacy of Monsters and Dark Matter.
The Circana Take:
- As we have seen, collaborations have become the norm and provide opportunities for SVOD services to attract new subscribers. With the new season of Severance starting up in January, timing looks good for Apple.
- Look for more partnerships like these as SVOD services compete for consumers’ share of wallet.