Launch date:
Content:
- focus on 3 areas
- kids/family
- millennials/Gen-Z
- adults (focus on women)
- new series rolled out one episode at a time
- total 10k hr at launch o/w 1800 films, incl
- originals (31 series in 2020, 50 in 2021)
- library content from Warner Bros, New Line, DC, CNN, TNT, TBS, truTV, Turner Classic Movies, Cartoon Network, Adult Swim, Crunchyroll, Rooster Teeth, Looney Tunes etc
- 3rd-party licensed content
- to add live special events
Pricing:
- 15 $/mo
- free for 10m existing AT&T HBO subs & HBO Now direct-billed subs
- plans new bundles with free HBO Max for premium video, mobile, BB subs (total 170m D2C relationships, 5500 retail stores)
- to add AVOD tier within 1 yr (with added content)
Tools:
- personalised profiles & homepages
- curated recommendations
- co-viewing (shared homepages separate from personal homepages)
- parental PINs
- downloads for offline viewing
Targets:
- 75-90m subs in Americas & Europe YE 2025 o/w 50m in US
- incremental investment $1.5-2.0b in 2020 (for new content, foregone licensing revenue of own content, operating expense for the technology platform, marketing)
Disney+
- to launch 191112, first in US, near-global after 2 yr
- 7 $/mo, 69 $/yr, ad-free (number of screens: unknown)
- downloads for offline viewing, parental controls, personalisation, supports 4K & HDR
- portfolio
- at launch: 7500 past episodes, 25 original series, 10 original movies/specials, 400 library movies, 100 recent movies
- growing to in yr 5: 10k past episodes, 50 original series, 10 movies/specials, 500 library movies, 120 recent movies
- to include all 2019 film releases after theatrical & home entertainment windows close; plans original series from Marvel, Star Wars, Pixar, Disney Animation, NatGeo
- targets 60-90m subs YE 2024 (o/w 1/3 in US long term)
- expenses
- original content spending $1b in 2020 (amortisation $500m), growing to $2.5b (for 50 originals) in 2024 (amortisation $2b)
- licensed content expense $1.5b in 2020, $2.5b in 2024
- operating expenses $1b in 2020, peak losses in 2020-2022
- profitability by 2024
- considers discounted bundle with ESPN+ & Hulu
Hulu
- 25m subs
- ad-free 12 $/mo or limited ads 6 $/mo; Live TV tier 45 $/mo
- targets 40-60m subs YE 2024
- peak operating loss $1.5b in 2019, profitability in 2023/2024
- plans international expansion
ESPN+
- 2m subs
- limited ads 5 $/mo or 50 $/yr
- targets 8-12m subs YE 2024
- operating loss $650m in 2019 & 2020, profitable by 2023
- plans international expansion
Hotstar
- 300m MAU
- free+ads or premium
- in Asia
Apple TV Plus (Apple TV+)
- SVOD, ad-free
- with original content (from Oprah Winfrey, Steven Spielberg, Jennifer Anniston, Reese Witherspoon, Steve Carrel, JJ Abrams)
- with downloads
- commercial autumn 2019 in more than 100 countries
Apple TV Channels
- to expand Apple TV app with Apple TV Channels
- aggregator (current iTunes portfolio of movies & series; access to access DirecTV, Spectrum, Hulu, PlayStation Vue, etc; access to HBO, CBS All Access, Showtime, Starz. Epix, Comedy Central Now etc)
- a la carte sign-up, personal recommendations (AI-based, curated)
- with Family Sharing
- May 2019, more than 100 countries
Apple News Plus
- launches in US & Canada, 10 $/mo
- access to 251 mags and ?? newspapers (NatGeo, Sports Illustrated, Fortune, New Yorker, LA Times, WSJ); value of individual titles 8k $/yr
- with personalised recommendations
- no tracking of what is read
- with Family Sharing
- Apple News app (free) has 85m users
Apple Arcade
- subscription gaming service, ad-free
- 100 exclusive titles (from Sega, Konami, Disney)
- with AR
- no in-app purchases
- with offline playing
- autumn 2019 in more than 150 countries
Apple Card
- free (no fees), low interest fee
- no CVV code, no signature, no expiration, authorisation via Face ID or Touch ID
- cc (with Goldman Sachs & MasterCard), tied to Apple Pay (target 10b transactions in 2019, available in over 40 countries end 2019); part of Apple Wallet app; integration with Apple Maps
- no purchase tracking
- with Daily Cash (daily rebates)
- support via Messages app
- summer 2019 in US
TiVo Video Trends Report January 2019 (survey of 4,458 in US & Canada)
OTT subscriptions
- 69.3% subscribe to OTT SVOD o/w
- 50.4% Netflix
- 21.8% Amazon Prime
- 11.9% YouTube TV
- 9.5% Hulu
- 7.5% HBO Now
- 6.9% Hulu Live TV
- 6.3% DirecTV Now
- 5.2% CBS All Access
- 4.4% Sony PS Vue
- 4.1% Showtime
- 3.6% Starz
- 3.2% Sling TV
- Essential packages
- 1 Netflix
- 2 YouTube
- 3 CableTV
- 4 Amazon Prime
- Free service usage
- YouTube 57.9%
- Facebook 43.9%
- Twitch 19.9%
- Snapchat 18.1%
- Pluto TV 17.7%
- Crackl 14.7%
- Vevo 14.3%
Bundling
- Number of OTT SVOD subscriptions: average 2.75 subscriptions (2017: 2.18)
- Most popular content bundles
- PayTV + Netflix + Amazon Prime (10.6%)
- PayTV + YouTube + Facebook (7.5%)
- PayTV + Netflix + YouTube (7.5%)
- PayTV + YouTube TV + Netflix (6.3%)
- PayTV + Netflix + Facebook (5.4%)
- Netflix + YouTube + Facebook (5.4%)
- PayTV + Netflix + Hulu (4.9%)
- PayTV + Amazon Prime + YouTube (4.4%)
- PayTV + Hulu Live TV + Netflix (3.8%)
- Amazon Prime + YouTube + Facebook (3.7%)
Hardware
- TV screen usage
- 72.7% watch TV shows
- 45.4% live sports
- 33.1% YouTube
- 27.3% gaming
- 17.9% personal videos
- 15.6% casting
- Streaming devices
- smart TV (27.1%)
- consoles (19.4%)
- Roku (17.7%)
- Amazon Fire (15.7%)
- Apple TV (13.3%)
- Google Chromecast (12.5%)
