Loyalty360 Reads: December 14th, 2018

Popular OTT Platform to Become Mostly Original
 
New research by Parrot Analytics and Kagan, a media research group within S&P Global Market Intelligence, shows support for one of Netflix’s strategic goals: to have 50 percent of its content be comprised of Netflix originals. According to the report, which uses Parrot Analytics’ globally standardized Demand Expressions metric1, demand for Netflix Originals is estimated to overtake the share of demand for licensed titles by October 2019.
 
“The future for the industry is likely to be even more crowded and the winners are still unknown,” says Deana Myers, Research Director at S&P Global Market Intelligence. “Walt Disney is expected to debut its SVOD service in 2019 and its proposed buy of the studio and libraries of 21st Century Fox will add a vast amount of content to this service. Other anticipated SVOD launches include those by Apple and Warner Media. We estimate the overall US SVOD industry has many strong years of growth in its future, particularly as competition from Disney and Apple could impact the market.”
 
Podcasts May Be the Next Big Thing in Advertising
 
A new report indicates that the number of podcast listeners will continue to grow. Podcast listenership may be over 100 million by 2023. Given this trend, ad spots on podcasts are expected to become increasingly desirable, as they reach a regular, captive audience. The audio medium’s listeners are more likely than TV or streaming service viewers to complete the entirety of their favorite podcast. This presents a unique opportunity for marketers.
 

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