Finding the Key to SVOD Success

Original content has been the star on SVOD services such as Netflix, Amazon and Hulu, with upcoming services Apple TV+ and Disney+ teasing originals in celebrity-filled press conferences. But catalog content is an important supporting player.

Certainly, originals can attract eyeballs, said the NPD Group’s Kathi Chandler-Payatt at last month’s EMA summit. She noted that while both original movies and episodic shows are a small percentage of content on Netflix, they garner an outsized share of viewing.

Subscribe HERE to the FREE Media Play News Daily Newsletter!

Still, originals aren’t the only shows that keeps viewers subscribing, noted Screen Engine/ASI’s Mark Orne at the event. Subscribers often stay with a service based on go-to backup shows, mostly long-running hit comedy series, such as “The Office,” “Friends,” “South Park” and “Family Guy.” It’s why Disney+ streaming “The Simpsons” from its Fox acquisition is a smart move, he noted.

No wonder WarnerMedia pulled “Friends,” and Universal “The Office,” from Netflix for their upcoming services.

Indeed, speakers on a consumer panel at the EMA summit said that they like to stream while doing other activities, such as cleaning a room, not the kind of thing one can do while viewing a gripping original. One even noted she likes to go to sleep to certain familiar shows.

Meanwhile, a few hits might not be enough to keep viewers subscribing, as consumers are willing to pay for a month or take the free trial, watch and cancel, or share passwords, Orne said.

While they may like the occasional title equivalent of a gourmet meal, consumers also like to binge on titles that are comfort foods. SVOD services that can offer a wide menu may be the winners in the OTT race.

Leave a Reply

Your email address will not be published. Required fields are marked *

four + seventeen =

This site uses Akismet to reduce spam. Learn how your comment data is processed.