Julia Zangwill Shares Results from FreeWheel's 10th Annual Video Marketplace Report

quotThe report started in 2010quot saidamp160Julia Zangwill director of advisory services at FreeWheel quotand we saw the need to highlight the trends in the premium ecosystemquot Over time it went from three pages to thirty pages and expanded from just the US market to the EU The basis of the analysis is derived from the rich data set culled from the FreeWheel platform on premium video quotIt39s all aggregated and anonymized and it is ad views data as well as video views dataquot she explainedPremium video is a term that can be loosely defined nowadays quotIt is a bit of a hot potatoquot Zangwill said quotThe way we define it is around professionally produced mostly longform videoamp160that has monetization rights Those are MVPDs distributors as well as programmers It is the traditional and newer television players that we focus onquotOver the past ten years we39ve seen incredible growthquot she continued quotTechnology was always one step ahead of consumers When TV Everywhere services first gained traction in 2011 there was a lot of confusion on 39how do I log in39 and 39on what devices does it work39 and 39what content is available inside or outside the home39 But fast forward to the past yearamp160we reached an inflection point where the technology and the content and the operations are starting to simplifyquot In 2020 TVE made up 40 of ad views but ad supported streaming services were 38 of ad views and continue to accelerate With all of the device fragmentation quotConnected TV has emerged as No 1 with close to 75 of device consumptionquot she notedWhat has facilitated CTV adoption according to Zangwill has been the rich choice of highquality content starting especially in 2013 She referred to it as quotthe Golden Age of TV comprised of high caliberamp160scripted shows including AMC39s Breaking Bad and FX39s The Shieldquot that consumers wanted to view on the larger screen This timing aligned with advanced technology like Roku boxes and Firesticks accelerated CTV adoption quotBack then it was two percent of ad views and it more than doubled the next year Seven years later CTV makes up 62 of ad views proving CTV is here to stayquot she assertedThe study also confirmed the power of live sports quotFive years ago the 2016 Olympics in Rio de Janeiro Brazil led consumers to watch more live sports on digital platforms than ever beforequot Zangwill recalled quotIn 2020 live content made up 55 of content consumption and we expect the 2021 Tokyo Olympics will set new records later this yearquotAnother takeaway is the rise of programmatic quotIt is another new data cut that we can now track moving forwardquot she explained quotIt was in its infancy in the past decade specifically around video But it has been in a mature state now for a long time In 2015 header bidding made the transition from display to video Today 24 of impressions are executed programmatically We expect to see that accelerate and continue in the next few yearsquotThe pandemic according to Zangwill created decision fatigue which led viewers to passively stream content throughout the day to fill the time This trend could continue with live sports now back on our screensIn order to keep the study up to date accurate and relevant in a highly changing and evolving ecosystem changes were made in the analytical structure of the study quotWe rearchitected the way we analyze the world39s largest dataset of premium video ad impressions to reflect the changes we39ve seen in the market over the last ten yearsquot she notedamp160quotThis year we see a long pattern of fragmentation across systems contentamp160and operations move towards integration with notable examples of content aggregation system simplificationamp160and operational consolidationquot To that end FreeWheel readjusted the way the database and queries were structured quotWe took last year39s study broke it apart and put it back together so we have a lot more flexibility going forwardquotLooking to the future Zangwill concluded quotThere is a lot of competition out there when it comes to ad supported services and there are going to be organizations to optin for a lowcost value proposition There will also be other players who are going to be more premium and have a higher price point that offers a different ad experience or different content The value proposition will become very importantquotClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

Julia Zangwill Shares Results from FreeWheel's 10th Annual Video Marketplace Report

Author

Publish date

Channel

Archived in

Charlene Weisler

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

Julia Zangwill Shares Results from FreeWheel's 10th Annual Video Marketplace Report

Enjoying This Commentary? There's More to Love

Charlene Weisler

Stay in the know with more from MediaVillage

TAGS:

Cookies