Streaming power


For a lot of industries, the COVID-19 pandemic offered a requirement shock — and nowhere was it larger than in streaming. The numbers are staggering. Netflix, Amazon Prime Video, and Hulu noticed their subscriber counts increase massively, whilst new entrants resembling Disney+ and HBO Max garnered tens of hundreds of thousands of latest prospects in a matter of months. Within the U.S., the variety of streaming subscribers doubled up to now seven quarters from an already giant base (see chart under). In keeping with PwC’s World Leisure & Media Outlook 2021–2025, world over-the-top (OTT) revenues rose a powerful 26.2 p.c in 2020, to US$58.4 billion.

Every month appeared to deliver blockbuster numbers:

• DreamWorks’s Trolls World Tour, unable to be launched in theaters, as a substitute launched in April 2020 as a rental on platforms together with Apple, and garnered almost $100 million in income.

• Within the first month after its March 2020 debut, greater than 64 million Netflix households watched Tiger King. That quantity was then topped by Bridgerton, the Shonda Rhimes bodice-ripper that was seen by 82 million households inside the first months of its launch.

• On Christmas Day 2020, WarnerMedia launched Surprise Girl 1984 concurrently on HBO Max and in theaters.

WandaVision, the newest addition to the Marvel universe, actually broke the web when the discharge of its seventh episode on February 19, 2021, brought about Disney+ to crash owing to viewing quantity.

The streaming increase of 2020 has positioned the trade on a brand new progress trajectory. The PwC World Leisure & Media Outlook estimates that world streaming video-on-demand (SVOD) revenues will develop at a ten p.c CAGR by 2025, by which level SVOD can be an $81 billion trade (see chart under). That’s spectacular. However success — and even survival — isn’t assured for immediately’s streaming gamers. They will’t all develop just by doing what has introduced them this far. The competitors for content material is intense, and there may be probably a restrict to the variety of streaming subscriptions a family is keen to purchase. Certainly, within the first quarter of 2021, Netflix added only one million new subscribers. And as customers begin to really feel assured leaving their properties, they might be much less fascinated about binge-watching on small screens. The subsequent part of progress for corporations on this trade must be pushed by a special set of strategic targets. The truth is, we could also be transferring into a brand new part of streaming progress — one that’s extra measured, extra targeted on bettering the expertise of shoppers, and extra intent on retaining and creating worth from the immense subscriber bases which have materialized. The winners of the following streaming wars will construct communities round universes of content material, depend on agile groups who can assemble a number of income streams, and produce compelling experiences at scale.

We predict this problem is finest understood by 5 key journeys.

Social discovery

Suggestion algorithms, which Netflix started utilizing in 2000 to recommend DVDs for customers to lease, have developed in sophistication to turn into complicated predictive fashions. Incremental funding and innovation in personalization have turn into desk stakes, as audiences have come to anticipate that suggestions from the corporate will drive discovery whereas they’re on the platform. However lately, we’ve seen that gamifying and social-ifying suggestions could be a highly effective type of engagement, whether or not prospects are streaming train lessons or movies. Peloton, for instance, has constructed an immensely highly effective and interactive neighborhood by permitting customers to provide each other digital excessive fives and compete furiously on the leaderboard.

The evolutionary subsequent step of discovering new content material is to deliver individuals to the forefront, enabling viewers to affect each other’s content material consumption. On this new ecosystem, Sarah watches a present and enjoys it. Utilizing the platform, Sarah recommends it to John by direct link-sharing, public evaluations, creation of watch lists, or TikTok-style sharing of favourite clips. Folks thus construct communities surrounding their curiosity in a present, or a set of movies, and take cues from one another for additional exploration. By leveraging the social interactions that internet-connected customers have turn into accustomed to lately, streaming corporations can create a brand new and extra human means for subscribers to find their subsequent favourite present.

Universe constructing

Traditionally, streaming platforms tried to draw subscribers by securing unique entry to confirmed content material, resembling The Workplace or Pals. Subsequent, they started to construct their very own multi-season exhibits, resembling Home of Playing cards or Stranger Issues, to draw customers. However even one of the best collection are finite, and exhibits that had been blockbusters within the 2000s or Nineteen Nineties can appear dated to modern viewers. It’s onerous to make vital investments in tales, characters, and worlds that streaming executives know have a restricted life span.

Against this, when leisure corporations create universes, they depart room for progress and sustained engagement. George Lucas created Star Wars in 1977 with a funds of $11 million. Lucas created a number of licensable characters, story arcs, and worlds for followers to fall in love with. In 2012, having added 5 extra motion pictures, two animated collection, and dozens of latest characters to the unique franchise, he bought the Star Wars universe to Disney for $4 billion. In flip, followers have paid to expertise this universe in video video games, comics, toys, amusement parks, clothes, and, after all, movies. Streaming corporations should take this similar universe-building method to content material creation to maximise their income per subscriber.

Disney has lengthy excelled at strategically constructing out universes of content material, and has kicked issues into a better gear since its acquisition of Marvel in 2009. Avengers: Endgame, launched in 2019, turned the highest-grossing field workplace hit ever, with $2.8 billion in revenues. Sturdy streaming platforms and universes can create a virtuous circle. The profitable launch of Disney+ was made doable partly by new installations of the Star Wars (The Mandalorian) and Marvel (WandaVision) universes.

Different streaming corporations are following go well with. At HBO, the place Recreation of Thrones ended its exceptional run within the spring of 2020, a prequel — Home of the Dragon — is underneath improvement. And Amazon Prime Video is launching a Lord of the Rings collection later this yr.

As they assemble new universes, executives ought to give attention to fan engagement — and harness the facility of knowledge to take action. After all, a universe begins within the thoughts of a single creator. However sooner or later, textual content evaluation of scripts, sentiment evaluation by way of social networks (or by way of streaming platforms’ personal social capabilities), knowledge from fan boards and fan-fiction web sites, and underlying content material metadata will assist predict which tales, episodes, characters, and even moments will most interact followers.

Strategic groups

Large-name off-screen expertise has dominated current streaming information. Netflix landed Ryan Murphy, creator of Glee and American Horror Story, with a reported $300 million deal. When director J.J. Abrams was in search of a brand new studio house, WarnerMedia provided him a contract price an estimated $500 million to create content material for HBO Max. However such approaches will be dangerous, particularly as a result of constructing universes of content material that may interact viewers in new methods immediately could be very a lot a group sport.

In 2021 (and past), the commercialization of a artistic asset requires that enterprise executives, artistic administrators, knowledge scientists, and fan advisors collaborate within the improvement course of. To this finish, streaming corporations would do nicely to borrow a web page from Silicon Valley and incorporate agile methodology into the artistic technique of universe-building. In an agile content material improvement mannequin, a strong group of stakeholders would have frequent contact factors to make sure alignment between artistic and enterprise targets each step of the way in which.

Writers may nonetheless preserve artistic integrity whereas figuring out that the content material they’re engaged on wouldn’t be altered to suit a special enterprise mannequin. Executives would not sit again ready to see drafts after which taking days or even weeks to supply commentary. As an alternative, the studio could be represented by group members who’re embedded within the improvement course of whereas proudly owning the enterprise case. Changing the linear content material creation course of with an agile group of engaged stakeholders will help streaming platforms and executives restrict the legal responsibility of enormous content material investments whereas supporting the collaboration required to show a single piece of content material right into a universe.

It is likely one of the oldest narratives in Hollywood that filmmakers must deal with the bitter actuality of studio budgets and govt rebukes. In March 2021, the director’s lower of Zack Snyder’s Justice League was launched on HBO Max, 4 years after the (considerably shorter) movie first appeared in theaters. Inside 5 minutes of changing into obtainable, the Snyder Reduce attracted 1.8 million households, and it has since turn into much better reviewed than its predecessor. After all, a movie longer than 4 hours could be a troublesome promote on the field workplace. However the streaming medium offers extra flexibility.

The search for monetization

Streaming is an costly enterprise, and because the trade strikes into its subsequent stage of evolution, many gamers face a dilemma. Traditionally, buying and producing proprietary content material has been the trail to gaining and retaining new subscribers. And the one solution to recoup the funding has been to have subscribers stick round. However as competitors has elevated, the price of buying content material and prospects has elevated, as has the potential for buyer churn. Even at Netflix, the trade chief, the ratio between the lifetime worth of a buyer — the income a typical buyer would supply over the lifetime of his or her subscription — and the price of buying a buyer has fallen over time (see chart under).

So as to enhance that ratio, corporations can both decrease the client acquisition price or improve the lifetime worth of a buyer. And since spending much less on content material isn’t a robust technique for long-term viability, streaming corporations should give attention to boosting the quantity of income they will get from every subscriber.

Right here, once more, strengthening engagement with a universe of content material will be the trail to success. Merchandising, licensing, and a give attention to distinctive experiences will help streaming corporations leverage their subscribers’ need to work together with their favourite content material universe.

Streaming is an costly enterprise, and because the trade strikes into its subsequent stage of evolution, many gamers face a dilemma.

For example, Disney can accumulate $6.99 per 30 days from a Disney+ subscriber. This subscriber may also purchase a $30 official Raya and the Final Dragon T-shirt, a one-park ticket for Disneyland for $149, and even, on the excessive finish, a two-bedroom villa at Copper Creek Cabin at Disney’s Wilderness Lodge. By increasing its ecosystem of merchandise, theme parks, experiences, and extra, Disney creates an immersive expertise spanning the digital and bodily worlds. Not each firm can aspire to the depth and breadth of monetization that Disney manages. However whether or not it’s a new online game, park, cruise, or trip membership; new merchandise; or new occasions, streaming executives should decide what product or expertise they want to supply their hundreds of thousands of subscribers subsequent.

Workflow at scale

Scaling workflow is the fifth and ultimate journey Amid their progress spurts, many streaming providers have been working like startups. And as LinkedIn cofounder Reid Hoffman famously put it, a startup will be much like a pirate ship, the place not all the things has a longtime course of and guidelines are typically bent to provide the optimum end result. Groups evolve and mature utilizing completely different programs, whichever is most cost-effective and best to implement on the time. As corporations progress from promoting video streaming subscriptions to constructing fan-focused leisure universes with a number of income streams, these with essentially the most seamless and synchronized operations may have a major benefit. To efficiently scale, these pirate ships should rework into a strong navy with established processes, a {custom} CMS (content material administration system), and efficient knowledge integration.

The organizational construction should allow contributors to leverage related data, keep in shut communication with one another, and create monetization plans collectively. Agile content material improvement groups should be capable to report standing and progress to the suitable events within the product and expertise divisions to make sure a clean launch of all income streams. Monetization strategists have to remain carefully linked to knowledge groups figuring out and highlighting fan engagement metrics to make sure that the universes they’re constructing are absolutely targeted on the customers’ expertise.

Though the trade has grown massively, enterprise software program that gives the capabilities wanted to function seamlessly has not but arrived out there. If a startup doesn’t come up quickly to supply bespoke CMS service, or a big software program developer doesn’t quickly department into the house in a extra significant means, the streaming providers themselves could also be pressured to create an revolutionary answer. A custom-built CMS can incorporate the distinctive buyer and fan knowledge necessities, KPIs for monetizing universes, and agile content material improvement. The extra sturdy and correct a streaming firm’s knowledge is, the simpler it is going to be to construct a next-generation leisure conglomerate. Figuring out what knowledge is vital for content material creation, monetization, and consumer expertise can be a key test-and-adapt course of each streaming platform will undergo. Investing in a high-quality knowledge associate, group, and marketing consultant will help expedite this course of considerably.

A nonlinear world

The previous yr has been a time of monumental disruption — on this planet at giant, and within the streaming enterprise specifically. Simply as there was no singular path for corporations to pursue when establishing a foothold within the first part of streaming’s progress, there’ll probably be nice variation within the subsequent part of improvement. Relying on their beginning positions, their property, and their capabilities, corporations will search — and discover — alternative ways to attain relevance. However given the extraordinary competitors for purchasers and content material, and the truth that the variety of streaming subscriptions viewers are keen to buy is finite, it’s probably there can be some consolidation. Those that undertake the coincident journeys outlined above will be capable to forge their very own path.

Writer Profiles:

  • Kim David Greenwood makes a speciality of transformation, progress and innovation, and danger administration methods for Technique&, PwC’s technique consulting enterprise. Primarily based in San Francisco, he’s a principal with PwC US.
  • Kate Kennard makes a speciality of progress and innovation, transformation, and buyer technique for Technique&. Primarily based in New York, she is a supervisor with PwC US.
  • Mark Borao focuses on strategic expertise, IoT, digital twin, OTT, and clever automation for expertise, leisure, media, and shopper merchandise shoppers. Primarily based in Los Angeles, he’s a principal with PwC US.
  • Additionally contributing to this article had been senior associates Layton Cox, Daniel LeFoll, and Ryan Pennock of PwC US.

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