Tag: Streamers

Streamers Top 2023 Golden Globes Nominations

Streaming video platforms again mark a strong presence as the entertainment industry gears up for the 2023 awards season, beginning with the controversial Golden Globes Awards.

Best drama series nominees include AMC’s “Better Call Saul,” Netflix’s “Ozark” and “The Crown,” HBO’s “House of the Dragon,” and “Severance” on Apple TV+.

Best Musical or Comedy series nominees include ABC’s “Abbot Elementary,” FX on Hulu’s “The Bear,” HBO Max’s “Hacks,” Hulu’s “Only Murders in the Building,” and Netflix’s “Wednesday.”

Best limited or anthology series nominees include Apple TV+’s “Black Bird,” Netflix’s “Dahmer — Monster: the Jeffrey Dahmer Story,” Hulu’s “The Dropout” and “Pam & Tommy,” and HBO’s “The White Lotus.”

Abbot Elementary earne the most total nominations with five. “The White Lotus,” “Dahmer,” “The Crown,” “Pam & Tommy” and “Only Murders in the Building” each generated four nominations.

Amazon Prime Video’s expensive series “The Lord of the Rings: The Rings of Power” was not nominated.

Netflix earned a best picture — musical/comedy nomination for original movie Glass Onion: A Knives Out Mystery, starring Daniel Craig, who picked up a nomination for best actor in a motion picture — musical/comedy.

Julia Garner picked up a nomination for best actress in a limited series, anthology series or television motion picture for Netflix’s “Inventing Anna.” Ana de Armas earned a best actress in a motion picture — drama nomination for Netflix’s fictionalized Marilyn Monroe biopic Blonde.

With the 80th annual Golden Globes Awards set to return to NBC on Jan. 10, 2023, following a one-year break after the awards’ parent organization, The Hollywood Foreign Press Association, was beset with legal and diversity issues, questions remain which Hollywood stars will actually attend the event.

Report: Streamers Targeting Older Viewers

Subscription streaming VOD isn’t just for the younger demo. New data from Ampere Analysis found streaming services are actively targeting viewers aged 35 and over in their content commissioning strategies. These audiences have traditionally been linear TV’s core viewers, but now SVOD pioneers such as Netflix, Amazon Prime Video and Hulu have turned their attention — and programming budgets — to older viewers, according to Ampere.

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London-based Ampere noted older viewers covet documentaries, dramas and crime thrillers, which are now among streamers’ top five commissioned genres. Netflix is the largest original content commissioner worldwide, with more than 100 titles ordered between January and March. This amounts to more than 30% of the number of titles ordered by Netflix in 2020. In March, Netflix ordered more doc titles than any other genre, with over half true crime.

“The fastest growth in uptake of VOD viewing is now in the 35–44-year-old age bracket,” Minal Modha, consumer research lead at Ampere Analysis, said in a statement. “Nearly twice as many in this age group are now high VOD viewers compared to two years ago.”

At the same time, Ampere noted consumers who don’t engage with VOD are 55% more likely to be older than 45. The report classified TV viewers based on the time they spend watching TV or online video on a typical day. “Medium” viewers watch for two to four hours a day, and “high” viewers more than four hours a day. About 50% of “medium” linear TV viewers are over 45 years old, with this group often watching locally produced TV series. “High” linear viewers are in the same age range with 57% aged over 45. They are driven by a love of sports and TV shows, with one third (35%) focusing on live sports.

To persuade these viewers to become subscribers, Ampere noted streaming platforms need a three-pronged approach, combining adjustments to genre focus, sport programming and availability of local language content.

  1. They must continue to invest in factual and crime and thriller content. Ampere’s data suggests that this shift is already underway among many of the more established VOD services.
  2. They should expand the array of sports-related content. Sports rights are going to be an important part of any conversion strategy. In the United States, live sports is already beginning to move to some of the newer studio-backed streaming services, but rights in international markets are often difficult to justify for global players. One approach these global streamers might take is to create ancillary sports content. Factual and reality documentary series around players, teams and events are cheaper than live rights, have a better shelf life and offer a draw to die-hard sports fans.
  3. To compete with the local players more effectively, especially in those markets with historically high engagement with linear, and strong local content industries — such as France, Germany and Japan — Ampere recommended more local language programming.

 

“The laser-like focus on matching commissioning strategies with the favorite genres of the older demographics in question is evident, but to more fully compete with linear TV players, local language content is going to be key, as will some sports content, be it live or ancillary,” Modha said in a statement.