The rollout of Prime Video ads will initially commence in the US, UK, Germany, and Canada, followed by expansion to France, Mexico, Spain, Italy, and Australia. IPG Mediabrands will provide support across all these regions in 2024.

Main details of Amazon and IPG Mediabrands deal

Eileen Kiernan, global CEO of IPG Mediabrands, expressed excitement about the collaboration. He highlighted Amazon’s unique opportunity for comprehensive consumer outreach. The partnership aims to integrate marketing strategies with Prime Video audiences globally. It also offers new ad formats and content sponsorships in different regions.

Amazon Ads will provide IPG Mediabrands’ clients access to valuable data on Amazon customers. They also offer advertisers opportunities for customization and effectively reaching audiences. Prime members will also have the choice to subscribe to an ad-free version of Prime Video.

According to Alan Moss, VP of Global Sales at Amazon Ads, we are gradually introducing ads in Prime Video content. It will become a significant premium ad-supported service in many countries. This positions Prime Video to provide brands with unparalleled reach and frequency to support their business objectives.

How will it impact the users?

Alan Moss, VP of Global Sales at Amazon Ads, notes that IPG Mediabrands has eagerly embraced the opportunity for their clients to be among the first engaging audience in nine countries from early 2024. As limited ads are introduced to Prime Video content, it’s poised to become a significant premium ad-supported service in many countries. Moreover, it gives brands unparalleled reach and frequency to meet their business goals.

Amazon’s advertising push aligns with the growing trend in streaming ads, with Disney+ and Netflix now offering ad tiers. This expansion joins platforms like Tubi, Paramount+, Peacock, and Pluto in the evolving landscape.

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Disney+ Hotstar, India’s top streaming platform, has introduced a handbook to enhance the brand building and named “Winning in the OTT era with Disney+ Hotstar. This guide imparts insights from analyzing more than 200 campaigns. This Disney+ Hotstart handbook comprehensively explains why marketers should incorporate OTT into their strategies.

Developed in partnership with industry experts such as Kantar, Integral Ad Science, Mediasmart, Neurons, and Metrix Lab, the playbook outlines fundamental media planning regulations and creative best techniques for video ads. It enables advertisers to move beyond standard advertising by collaborating with Disney+ Hotstar’s CreativeWorks team for tailored, contextually impactful campaigns. The handbook also shares tips on leveraging connected TVs (CTV) as a source to engage with potential customers effectively.

Their official statement

“The evolving landscape of advertising demands brands to adopt OTT platforms. The company has been a frontrunner in the dynamic OTT industry, consistently innovating for exceptional experiences. We’re thrilled to introduce the ‘Winning in The OTT Era with Disney+ Hotstar’ playbook. It unveils the success recipe, empowering advertisers to tap into our platform’s full potential and maximize campaign impact. Developed with enterprise experts, the guide provides crucial guidance for data-driven findings, enhancing advertising ROI significantly,” shared Ajit Varghese, Disney Star’s Head of Network – Ad Sales.

Disney+ Hotstar Handbook Details

The handbook outlines critical practices for brands to boost their ROIs when promoting with Disney+ Hotstar Handbook:

• Drives with three or more video ads excel in favorability, purchase intent, and driving brand awareness.
• The campaigns showcasing more than 20-second ads have been hitting the bullseye in terms of success.
• When these are blended into midroll campaigns alongside other innovative formats, there’s a remarkable 30% surge in effectively conveying brand messages and driving purchases.
• Stepping up the frequency to six or more times further amplifies the impact, improves brand attention by 50%, and boosts investment intent by 70%.
• Longer campaigns (over six weeks) produce higher success in lower and upper funnel metrics.

Campaigns adhering to these techniques on Disney+ Hotstar achieved a 10% increased success rate compared to Kantar’s industry benchmarks for digital campaigns.

Let’s delve into some standout case studies that highlight these strategies in action:

• During Season 7 of Koffee With Karan, sponsors experienced a remarkable 3X uplift by integrating their brand into the show and crafting branded vignettes. This move spiked brand awareness and significantly boosted online ad attention, message association, and purchase intent.
• Dance+ new season sponsors also struck gold by capitalizing on impactful advertising within the show, securing double the organic value. This achievement is a testament to the most thriving campaigns within the industry.
• Tanishq’s collaboration on the reality series “The Great Indian Bride” with Disney+ Hotstar CreativeWorks took a creative leap in reaching modern brides. The outcome? A staggering fivefold increase in buy intent and a substantial 2.3x uptick in brand awareness.

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Apple TV+ and Paramount+ May Soon Join Forces in a Bundle Deal!

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Apple TV+ and Paramount+ are discussing a potential bundled offering of their streaming services to lure and retain choosy subscribers. It is aiming for a more budget-friendly option than separate subscriptions. Amid the ongoing streaming wars, companies recognize the challenge of balancing profitability and appeal to discerning consumers. The emerging solution? Collaboration and partnerships.

What are Apple TV+ and Paramount+ integration all about?

Apple TV+ and Paramount+ are in talks to offer a discounted bundle for subscribers. As The Wall Street Journal reported, both platforms aim to be more cost-effective than separate subscriptions. The hassle of jumping between platforms to find content is a known pain point for users, prompting companies to explore partnerships.

While discussions are in the early stages, Paramount has shown openness to collaborations, evident in its deals with cable providers and inclusion in a Walmart+ subscription.

Discovery is considering an exclusive pairing of its Max service with Netflix for Verizon subscribers, while Disney offers a discounted package of Disney+, Hulu, and ESPN+. In contrast, the global streaming giant Netflix embraces third-party licensing to enhance its content library, considering licensing deals with Disney.

These shifts in the streaming landscape come as competitors, once focused on rapid subscriber growth, face the reality of unsustainable losses. Investors, now prioritizing profits over relentless expansion, are urging a shift in strategy amid inflationary pressures impacting user growth.

What lies in the future?

As streaming prices have surged in recent years, people are understandably unhappy, leading to defections and cancellations. However, bundling multiple services in one package, as revealed by data from subscriber-measurement company Antenna cited by The Wall Street Journal, appears to reduce the likelihood of subscribers canceling.

Streamers are encouraging the adoption of more affordable ad-supported options to entice consumers further. These plans prove more lucrative for companies, generating subscription and additional brand ad revenue.

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The entertainment giant plans a broader launch of the integrated service in March, aiming to simplify access to programming for fans and enhance user retention. Subscribers still have the option to use Disney+ and Hulu separately. The bundle comes in two flavors: $10 monthly with ads and $20 without.

Why are they labeling it as the “beta” phase? When can we expect the official launch?

What Bundle subscribers are getting today is a limited beta version. The official launch is scheduled for March 2024. Earley says it’s a significant step for Direct-to-Consumer. However, he emphasizes the importance of managing expectations about the experience.

Before the official spring launch, the beta version aims to help Disney understand consumer needs and preferences regarding Hulu on Disney+. It also allows parents to set up controls to ensure everyone in their household is watching age-appropriate content.

Will Hulu’s more adult-oriented series and films clash with the family-friendly vibe of Disney+? 

According to Earley, not at all. He pointed out that the company has already found international success, where Disney’s classics and general entertainment coexist in a single app.

He emphasized that ensuring Disney+ remains a safe family space is a top priority. The two-step launch approach allows Bundle subscribers with a Disney+ subscription to dive into Hulu content, giving Disney+ users time to tweak parental controls and set up family profiles if needed.

Earley says this will be an exciting new experience for our subscribers for a few reasons. Even before Disney+ launched, research clarified that consumers crave ‘kid time,’ ‘we time,’ and ‘me time.’ They want fantastic content for their kids, family-friendly shows, and the option to enjoy more adult-oriented content after putting the kids to bed.

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What’s new in Amazon Prime?

In the U.S., Amazon’s new ad-free tier will set you back an extra $2.99 per month, tacked onto the existing $14.99 monthly Prime subscription or $139 annual fee. International pricing details are still in the pipeline, according to the company.

Taking a cue from Netflix and Disney, Amazon is diving into the ad revenue game, aiming to offset the sluggish growth in subscriber numbers. However, ad-supported plans have differed from the rocket boosters they hoped for. Netflix, for instance, ditched its basic commercial-free plan in the U.S. and U.K. to amp up tier subscriptions, while Disney took the route of hiking prices for its ad-free tiers. The streaming wars are evolving!

A new experience with Prime Video

Amazon isn’t holding back on ads during live events like the NFL’s Thursday Night Football, even if you’re rocking the ad-free plan you paid for, the company clarified.

They promise fewer ads than your typical TV experience and other streaming services. Good news for your wallet: Amazon assures no price hikes for the current Prime membership plan in 2024.

While the e-commerce giant doesn’t spill the beans on exact Prime membership numbers, Insider Intelligence takes a swing, estimating Amazon Prime as the third-biggest video-streaming player in the U.S. with a whopping 157.3 million subscribers, trailing only YouTube and Netflix.

After a couple of lackluster earnings reports, Amazon bounced back in August with better-than-expected sales growth and profit, thanks to a boost in e-commerce and cloud computing—the power duo driving their success.

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YouTube is now diving into the gaming realm exclusively for its paying members. Premium users can now enjoy online games directly within the mobile or desktop app. Dubbed “YouTube Playables,” this experimental feature was initially rolled out to a select group in September. Recently, YouTube notified Premium subscribers about Playables, inviting them to try it. Opting in grants access to 37 mini-games seamlessly integrated into YouTube—no downloads or installations required. Enjoy gaming without the hassle!

YouTube Playables Details

The game selection isn’t too harsh or unconventional—YouTube’s got crowd-pleasers like Angry Birds Showdown, Brain Out, Daily Solitaire, The Daily Crossword, and many arcade games. But here’s the catch—they might not stick around. YouTube Ad Free heads up says these games are up for grabs until March 28th, 2024. Premium peeps can dive into the entire game library under the “YouTube Playables” section in the Explore tab.

YouTube’s jumping on the gaming bandwagon, following a trend of tech companies leaping, with varying success. Google ditched its Stadia service in January after years of anticipation. Just weeks ago, Amazon cut over 130 jobs in its free games division, opting for a “refocus.” TikTok talked a big game about a “major push” in gaming in 2021, only for ByteDance to drop the bomb on Monday about laying off around 1,000 workers in its gaming unit.

What’s the intake of tech giants?

Despite some hiccups, other tech giants still charge ahead into the gaming scene. Meta’s been at it for about seven years with Instant Games. This month, they rolled out a new deal letting developers drop beta versions of their games straight on Facebook. Netflix is in the game, too, dropping mobile-exclusive games (with reviews all over the place) and eyeing a move into cloud gaming. But don’t hold your breath—YouTube Playables might be a bit before they’re up for grabs by the public. The gaming arena is buzzing with activity!

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COAI emphasizes the need for telecom operators to earn revenue from OTT players. The telecoms invest in networks, enabling OTT platforms to deliver quality services. COAI asserts that sharing a portion of revenues with telecom providers is essential for OTT service providers.

COAI highlights that OTT service providers generate revenue from advertisers and consumers, yet they must share it with telcos investing in network infrastructure. Moreover, Drawing parallels from other industries, COAI underscores the telecoms’ disadvantaged position in the B2B sector.

What did COAI say about OTT Players?

COAI highlights an interesting parallel in the broadcasting sector, where Content Providers (CPs) earning from subscriptions and advertising share a segment of their subscription revenues as port charges with Network Service Providers. This means that when a subscriber pays ZEE TV for content, a portion of that sum is reciprocally shared with the network provider.

For premium or HD channels, CPs incur higher port charges, aligning with the elevated fees imposed on consumers for accessing these specialized channels. This practice ensures a fair and reciprocal arrangement between content and network service providers in the broadcasting domain.

Will this impact OTT Platforms?

COAI asserts that those investing in infrastructure deserve fair usage charges from those commercially utilizing the property. With OTT players offering high-definition streaming, the burden on mobile service providers’ networks intensifies. Telcos consistently invest in network enhancements, yet the returns from consumers are minimal due to low tariffs in India.

Highlighting this issue, COAI urges the government to establish a legal framework. This framework ensures that significant traffic generators contribute somewhat to telcos for the services provided. This request emphasizes the need for a balanced system where the heavy demand on networks is met with equitable compensation. Moreover, It enables telcos to sustain and enhance service quality.

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A month after Disney’s payment revealed its plan to shell out at least $8.61 billion to Comcast’s NBCUniversal. It is for the remaining Hulu stake; news of the check clearance surfaces. This sum is based on a 2019 agreement setting Hulu’s floor value at $27.5 billion. However, Disney’s payment final price is anticipated to exceed $8.61 billion. In a deal with Comcast, an appraisal process was set in motion in September. They are considering Hulu’s tech platform, content, and bundling components. The results are expected by 2024, determining if Disney owes NBCU a percentage above the agreed floor value.

Brian Roberts, the Chairman and CEO of Comcast, has described Hulu as a rare and influential asset. He emphasized that it would attract significant interest if it were up for grabs in a regular auction.

Amidst Disney’s Payment, we’re still aiming for growth in broadband subscriptions.

Regarding Comcast’s broadband business, Cavanagh emphasized their commitment to achieving subscriber growth over time despite losing 19,000 subscribers in Q3 2023. He anticipates further losses in Q4 but refrains from specifying a turnaround date due to competitive pressures.

Cavanagh recognizes the competitive landscape, especially with fiber-to-the-premises (FTTP) and fixed wireless access (FWA) services impacting the lower end of the broadband market. While acknowledging the ongoing influence of FWA, he believes Comcast’s DOCSIS 4.0 upgrade positions them well against capacity constraints.

Highlighting fiber as a significant long-term competitor, Cavanagh notes that 50% of Comcast’s footprint faces fiber competition, a number expected to rise to 60% and beyond. Despite the competition, Comcast, after Disney’s payment, anticipates subscriber growth through expansions and opportunities from the $42.45 billion Broadband Equity Access and Deployment (BEAD) program.

With plans to pass an additional 1 million locations this year, Comcast sees potential for an increased annual pace, leveraging opportunities from the BEAD program for further expansion.

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GTA on Netflix: Unveiling the Release and Gameplay Experience

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This bold move shatters the norm, allowing gamers to plunge into Liberty City, Vice City, and San Andreas within the Netflix realm.

Introducing these timeless games to mobile devices is a game-changer, merging streaming and gaming in an exhilarating way. It’s like Netflix is transforming into a hub for movies and engaging interactive gaming experiences.

How can you play GTA on Netflix?

Playing Grand Theft Auto (GTA) on Netflix is a breeze – grab a Netflix subscription and your trusty mobile device or tablet. Download the Netflix app, and you’re all set!

Navigate to the games section within the app, and there it is the much-anticipated Grand Theft Auto. The Trilogy – The Definitive Edition, is ready for your gaming pleasure. Plus, snag a bonus by preregistering to secure your spot in the virtual criminal world before the official drop on December 14.

Netflix is set to whisk subscribers away on a thrilling journey through the chaos and allure of three iconic cities – Vice City, Liberty City, and San Andreas. They’re taking things up a notch, blurring the boundaries between streaming and gaming.

Release date and time of GTA

On December 14, 2023, Netflix is dropping GTA: The Trilogy – The Definitive Edition for all subscribers. This epic trilogy includes Grand Theft Auto III, Grand Theft Auto: Vice City, and Grand Theft Auto: San Andreas. These games are playable on platforms like the Apple App Store, Google Play Store, and the Netflix mobile app.

The best part? No extra charges! Subscribers can dive into the gaming goodness without pesky ads, in-app purchases, or hidden fees. While the exact release time is a bit fuzzy, Croma hints at December 15 in certain regions.

Countdown to an adventure through crime-filled streets in iconic cities, showcasing how Netflix is blending streaming and gaming seamlessly.

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Users Storm at Global OTT Market

The global OTT Video Market has made a real impact. Back in 2018, around 2.4 billion folks were into it. Skip ahead two years, and that number blew past 3 billion. Then, in 2021, it added another 300 million users. Sure, 2022 had a small dip of 82 million users, a rare blip, but things got back on track in 2023.

So, in these five years, more than a billion people joined the online video bandwagon, pushing it from 33.2% to a whopping 45.6% of the world. That’s a lot more people tuning in to watch stuff online!

Big companies like Netflix, Amazon Prime Video, Hulu, and Disney+ have seen a massive surge in subscribers. They’ve been throwing tons of cash at new content to get more people hooked. And guess what? All this competition has made these online videos rake in more money than ever.

What lies in the future?

They’re saying that in 2024 the Global OTT Video Market services will make around $295 billion! That’s three times more than what they made in 2018. And who’s contributing the most to this big pile of cash? The US, China, and the UK are expected to be responsible for about 70%.

The big money-spinner for these online videos is ads. This year alone, ads brought in a crazy $176.6 billion, almost 60% of all the money these videos made. That’s a lot of ads funding our binge-watching sessions!

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