Hulu: 63% of Live TV Subs Streamed Winter Olympics

Hulu said 63% of Live TV subscribers streamed 6.5 million hours of coverage at the 2018 Winter Olympics in Pyeongchang, South Korea, which equates to 15 hours per viewer during the 18-day quadrennial event.

Most streamed events included women’s figure skating, bobsledding, snowboarding, alpine skiing, ski jumping and freestyle skiing, according to MultichannelNews.com.

The data isn’t surprising considering Hulu is co-owned by NBC Universal parent Comcast. It also offered a Winter Olympics customized interface enabling users easier selection of their favorite events.

The $39.99 live TV service launched last May and reportedly has about 450,000 subs.

 

NBC Universal Cutting TV Commercials 20%

In an era of ad-free subscription streaming video, NBC Universal Feb. 28 announced it would air 20% fewer commercials during original primetime programing – decreasing overall ad-time by 10% this fall.

The company is launching/marketing a new 60 second contextually-programmed “prime pod” in the first or last break of a show to two advertisers for stronger impact with viewers.

“Sometimes, a little bit less means a whole lot more,” Linda Yaccarino, chairman, advertising and client partnerships, NBC Universal, said in a statement. “We need to make the [TV] experience better for viewers.”

NBC isn’t alone. Turner and Viacom are experimenting with fewer ads across all of its networks.

Over the past five years, the video viewing environment has become more cluttered with more than 400,000 ads, according to Nielsen. As consumer behavior has shifted and viewers have migrated to other platforms, mass TV advertising effectiveness has waned.

As a result, NBC Universal is making reductions in more than 50 Primetime original shows across its entire portfolio. It will also unveil a suite of new ad products, including “interactive picture in picture,” and “social commercials,” and “social first pods.”

The new ad formats were experimented with during NBC’s telecast of the Winter Olympics in South Korea.

NBC contends contextually targeted ads fuel greater consumer conversion and will use a new artificial intelligence (AI)-based content targeting product that comb through scripts and data sources to make every ad that much more relevant to its audience.

“In TV now, what’s largely done is we don’t program our pods the way we program our networks,” Yaccarino told AdAge.com. “This is a wholesale effort to stop doing that and start programming our pods in a way that marry advertisers creative with our originals.”

 

FuboTV Streaming Pyeongchang Winter Olympics

FuboTV has inked a streaming deal with NBC Universal for access to 2,400 hours of the network’s multiplatform coverage of the Olympic Winter Games Feb. 8-25 from Pyeongchang, South Korea. Financial terms of the deal were not disclosed.

Sports-themed fuboTV, whose investors include 21st Century Fox, Sky and Scripps Networks Interactive, costs $34.99 monthly for 42 channels following an introductory two-month $19.99 monthly fee.

Live streaming of the Games is available only in markets where fuboTV carries the NBC network – about 70% of U.S. households.

“The Winter Olympics is a great example of the breadth and depth of live sports that our subscribers can stream … thanks to our partnership with NBC Universal,” Ben Grad, head of content strategy and acquisition at fuboTV, said in a statement.

In addition to coverage on NBC, NBCSN, CNBC, USA Network and Olympic Channel, viewers can access competition and ceremonies online at NBCOlympics.com, the NBC Sports app, Hulu With Live TV, YouTube TV, Sling TV Blue, DirecTV Now, PlayStation Vue and CenturyLink Stream.