1. Binge-Release Versus Periodically
Let's start by winding the clocks back to 2019. That year marked a pivotal moment in the television distribution landscape, one that ultimately backfired for companies and their distribution methods: binge releases.
Once hailed as a groundbreaking alternative to traditional episodic airing, the binge-release strategy has now laid bare its shortcomings in terms of audience engagement. Netflix, once a staunch advocate of this method, has significantly altered its course. New seasons of shows like "The Watcher" and "Stranger Things" have adopted a two-part release schedule.
Drawing insights from Google Trends, Nielsen Data, and Parrot Analytics, we arrive at several conclusions entering Q2 (2024).
Analyzing the impact of different release methods on show demand during the initial weeks yields valuable insights. Demand typically surges after a new episode and gradually wanes. In 2023, Netflix released "The Night Agent," which experienced approximately 34 days of elevated demand before plateauing, maintaining a consistent level for the subsequent weeks. Disney+'s "Secret Invasion," released episodically, witnessed recurrent demand spikes after each episode, resulting in about 56 days of heightened demand. While "The Night Agent" and "Secret Invasion" both experienced similar peak demands, the latter demonstrated greater longevity.
However, certain binge-released shows have managed to sustain interest over extended periods. Netflix's crown jewels like "Wednesday" and "1899," along with Disney+'s "Tales of the Jedi," maintained high demand for nearly three months post-release.
Conversely, episodically-released shows such as Prime Video's "The Peripheral," Paramount+'s "Tulsa King," and Disney+'s "The Mandalorian" Season 3 have also captured audience attention for extended durations.
Examining significant streaming releases over the past few years reveals that binge-released shows average 52 days of high demand, while episodically released shows average 68 days. Hence, while some binge-released shows demonstrate longevity, a clear dichotomy exists in approaches to garnering attention and sustaining excellence.
2. Streaming Services and Sports
It has become increasingly evident that streaming services exhibit considerable hesitancy regarding sports content. The bulk of the revenue continues to flow toward linear TV. Netflix, in particular, exercises caution in its approach to live sporting events, with the solitary announcement of their one-off event, 'Jake Paul Versus Mike Tyson,' and Peacock's single purchase of just one game in the first week of the autumn NFL season next fall.
Why aren't streaming services fully embracing sports? Let's examine two key aspects: linear TV and the performance of sports docu-series on streaming platforms.
In terms of linear TV, ESPN has played its cards strategically, recently announcing a hefty investment of $1.3 billion in College Football Playoffs. ESPN+ is poised for growth, leveraging its dual-cast strategy—broadcast and linear—unlike Netflix.
Turning to Netflix and its sports docu-series, we gain insights into viewers' interest in sports content on streaming platforms. Despite Netflix's foray into sports via live events, docu-series, and one-off stunts, the ratings have been lackluster. Recent Netflix sports programs like "Full Swing," "Formula 1: Drive To Survive," and "The Netflix Slam" have underperformed. For instance, "Formula 1: Drive to Survive" fell off the charts within two weeks of its release, failing to gain traction on the platform. Netflix's recent cancellation of the tennis sports docu-series, "Break Point," underscores the challenges in capturing viewer attention.
In light of the tepid response to sports docu-series, one may question the viability of live events on Netflix.
Final Note: Second Window Rights
A noteworthy development in 2024 seems to have flown under the radar in Hollywood circles. This development echoes a timeless adage from Wall Street: "everybody lives by selling something." Interestingly, the original buyers appear less adamant about securing exclusivity in 2024.
Fifth Season (owned by Endeavor) has produced several Apple TV+ shows in recent years. Now, they are capitalizing on these shows by selling them to other networks, thereby ending Apple's exclusivity window. Notably, Fifth Season is poised to sell nearly $1 billion worth of Apple TV+ content at London TV Screenings. Prentiss Fraser, Fifth Season's head of TV distribution, has recognized the strategic value in securing big-streamer shows that can be sold in a second window to smaller buyers. She emphasizes the financial opportunity inherent in second-window deals, particularly in markets like the UK, where linear broadcast viewership remains significant despite modest Apple TV+ subscriptions.
Comentarios