Published July 14th, 2017
Netflix is continuing to dominate streaming services in the U.S., not only in terms of penetration in cord cutters’ homes, as reported in April, but also in time spent watching. According to data from comScore, cord cutters are watching more Netflix each month than YouTube, Hulu and Amazon Video combined. But Hulu users are more engaged with the service on a daily basis, the study indicates.
The data from comScore was cited by MarketingCharts in its own report released this morning, and follows on earlier findings that the user base for subscription video services has now topped the cable TV audience, indicating a shift in how people in the U.S. are today watching television.
Netflix in April accounted for 40 percent of over-the-top viewing hours, compared with 18 percent for YouTube, 14 percent for Hulu, and 7 percent for Amazon Video. It also has the most monthly viewing days per household at 12.3 days.
But when you look at viewing behavior on a day-by-day basis, Hulu is far ahead of the pack.
On average, U.S. cord cutters are watching 2.9 hours of Hulu per day, which is ahead of Netflix (2.2 hours), YouTube (2.1 hours), and Amazon Video (2 hours).
Though MarketingCharts’ report didn’t delve deeply into why that’s the case, the primary reason is simply due to the fact that Netflix has higher penetration in the U.S.
However, the new figures may point to key differences in how consumers watch the different streaming services, too.
Netflix, for example, likely encourages more binge watching sessions, because of how it drops entire seasons of shows at once – like the recent release of Season 5 of “Orange is the New Black,” where a single event – a prison riot – is told across 13 episodes. The entire season feels like one, long story, not a dozen or so separate ones.
Meanwhile, Hulu’s partnerships enable streaming access to network and cable TV programming, which in turn has people tuning into its service on a more regular basis to see if new episodes of their favorite shows are available.
Or, in other words, Hulu is taking the place of traditional TV in the cord-cutting era, while Netflix has become associated with an entirely different style of viewing.
In fact, Netflix has been credited with the invention of this new storytelling “art form” – something that sits in between being a TV show but isn’t quite a film, either. Storytellers have adapted their content to cater to binge watchers, too, by telling these longer stories, and sometimes even crafting entire first seasons that function as the “pilot,” instead of just the first episode.
Plus, these TV stories don’t have to rely as much on things like manipulative cliff-hangers – a holdover from the network TV era where shows needed a hook to pull people back next week. Now, storytellers can instead count more on Netflix’s auto-play feature, which loads up the next episode immediately after the current one ends.
On Netflix, it takes more effort to stop watching than to keep bingeing.
The new data doesn’t definitively prove that these factors have contributed to why Netflix is capturing more viewing hours, but they likely play a role.
Jul 29, 2020
This week we are celebrating the launch of our all-new Video Experience Platform. In the latest episode of the ‘In Conversation With…’ video series, Pim Verbij, VP Product at 24i, explains the ins and outs of the new platform.
The Video Experience Platform in short, is the latest evolution in the 10+ years 24i has spent innovating the video experience. Over the past years, 24i has developed and released applications on many devices, including, but not limited to: web; mobile; SmartTV, consoles and Set Top Boxes. The Video Experience platform is the logical successor to all that experience amassed over the years.
Being able to deliver apps at a quick pace (fast time to market/revenue), while still being highly configurable and scalable, lies at the heart of what the Video Experience Platform offers. It is a combination of technology, a way of thinking and a way of working, all in order to accelerate how we develop and publish video applications to market. But what exactly does that mean? Let’s break it down.
When you read the subtitle above, you might begin to wonder what I mean with this. Why the Three Musketeers? That’s exactly what the Video Experience Platform is: a combination of three products, that combined, make the ultimate video experience.
Going top to bottom, you obviously need a website and apps, that will be used by your users. That’s where the Smart Apps product comes in. Comprised of a single code base for all types of devices, and heavily relying on microservices and ready-to-use components; we leverage the Smart Apps product to quickly setup and create applications.
So now you have your app. But what does the app look like, how do you position and display content in such a way that it attracts users and keeps them on your platform? That’s where the second musketeer comes into play: Backstage. Simply put: Backstage is a CMS and integration manager that allows you to configure almost every aspect of your application. You can adjust the branding, determine the content shown, and even leverage partner-integrations in order to get the most out of your application.
Finally, you obviously need to make sure that there is actual video content making their way to your apps. That’s the third musketeer: Smart Video. Whether you need Video on Demand, Live Video, Catchup and many more; Smart Video is there to handle any type of content.
Which brings us to the D’Artagnan of this story: the actual video content. The series and movies that your customers have grown to love and adore. The goal of the Video Experience Platform is in that sense also very simple. We don’t want you to worry about setting up apps, branding, or delivery of that video content. That’s what we do for you. Allowing you to fully focus on making sure that your users are getting the content they deserve.
The Video Experience Platform is not done, and it never will be. Like technology in general, we are continually evolving and adapting to the changes in the market. This allows our customers to continiously leverage the latest and greatest features offered by the platform.
People usually say that change isn’t always easy. That is however a key thought behind this platform. We want to change, we want to evolve and adapt. And that’s where the key architecture behind the platform comes into play. Everything is setup to be interchangeable, through the use of microservices.
As an example, the platform comes with recommendations built-in. We take user data, make some calculations and recommended content comes rolling out. There are however companies specialised in only that: recommendations. Our microservices architecture allows us to quickly switch between various recommendation engines. The input will still be used data, and the output will still be recommended content. In between is however a different microservice, that calculates the recommendations in a different way, leveraging the partner implementation. By switching between these microservices, the entire platform still continues to work as expected, but you are now using a completely different recommendation engine. Simple as that.
24i has always been at the forefront of the field. Over the past decade we have created many applications, where the focus has always been on delivering the best app-experience for the end-users. That remains unchanged. The Video Experience Platform only aims to accelerate that behaviour.
The experience from the past decade has shown us what is exactly needed from things like the backend, that we know are working well in the front-end apps. By having complete control over the entire video chain (from content ingestion to front-end application), we are able to deliver a seemless experience across all platforms. Each aspect of the Video Experience Platform is developed in such a way, that end users get the best experience.
We do however still want to offer maximum configurability. Apps should look exactly how you want them to look, and should present content in such a way that we know is working for your end-users. That’s why the platform caters to both aspects of the field. We make sure that end-users get the content in the best way possible, meanwhile enabling you to configure the apps in every way you see fit.
Short time to market, offering the entire video chain in a single package, end-user focused and with maximum configurability options; the Video Experience Platform aims to make things easy for you. We don’t want you to have to worry about getting your apps live on time, or having to resubmit applications only to change a little image. That’s what the platform handles for you. And it’s all ready for use. Right now.
If the video, or this accompanying blog, has interested you in the platform and are you keen to learn more? Feel free to get in contact so we can have a chat about the possibilities available to you or download the 24i Video Experience Platform brochure for more details.
This blog is also published on Medium by Matthijs Langendijk
Sep 09, 2020
Choosing a name is never easy, whether it is for a child, product or company. In episode 3 of IBC On Location, Kjeld Beijer, Partnerships Manager at 24i, visits our Amsterdam-based subscription technology partner, Cleeng to find out the origins of the company name and what that has to do with the popular Dutch vending snack bar the FEBO!
Talking outside his office on the Herengracht in the majestic heart of Amsterdam's Golden Corner, Luc Bleylevens, Senior Product Director at Cleeng, draws parallels between the district's role in the Dutch golden age of commerce and today's golden age of television.
With people in the US signing up to an average of four streaming video services during the COVID-19 pandemic, service providers are having to rapidly scale, offer new business models, and adopt smarter marketing tactics in order to keep pace with increased demand and competition. They also have to address the thorny issue churn. On this topic, Luc explains how, by using a mix of data and creativity, providers are able to recognize pre-churn indicators and then address them with their subscribers before it's too late.
Sep 11, 2020
In the last episode of our IBC On Location series, Florian Laroye, 24i's VP Design shares the journey the 24i brand is taking and the design principles that he and 24i Brand Designer, Katya Rassadina, are using to guide them along the way.
While 24i has developed enormously during its 11-year history, however, our brand has only had one update in all that time. About a year ago we decided it was time to apply the same creativity and innovation we bring to our industry to our own brand and give it a serious refresh.
To do this Katya and I have followed a few key principles:
Firstly, we removed the slash from the 24i logo to simplify it to the extreme. The numbers 24 and the letter 'i' are enough and say it all: 24i = 24 Innovation.
Secondly, we replaced our letter fonts with modern alternatives. This helps us stand out in an ecosystem where companies are mostly fairly conservative in their branding.
The third principle is the introduction of two, new, primary colors - Crimson (pink?) and Peacock. Crimson evolves us from our previous dark red color pallet, brightening up our brand and representing our passion for what we do. Peacock represents 24i's professionalism and offers a darker more stable complement to the bright and fiery Crimson color.
We have already rolled out our new branding across our social channels, marketing campaigns, and materials and we look forward to it taking centerstage in our new 24i website which is coming soon.