Streaming has become the big hit of the last decade. It has taken viewers who until then followed other media, they have loyal audiences and have become one of the most decisive cultural vectors (you just have to think about Haiti Email List the impact that Netflix’s star series have to understand it). This changes how audiovisual products are consumed, but it has also had an indirect effect on brand strategy.The companies are a kind of collateral damage of the streaming boom, because these services usually go without ads. The consumer pays to access all this content and does so without having to suffer the advertising breaks that have burned television viewers.For brands, the presence in this environment is linked to other areas, such as product placement. Still, there are those who think that the market, as it exists right now, is unsustainable.Viewers have begun to show subscription fatigue, because they already pay too many services and are fed up with having to take on new fees.

If you add to that that other environments, such as digital media, have started to launch their own subscriptions and that more and more people are trying to convert their audiences into paying users, the situation is better understood.The costs of content production are also very high, because the different VoD services use star content as a way to connect with audiences.Todas estas razones han llevado a los analistas a hablar de que uno de los próximos caballos de batalla será el AVoD, un streaming con anuncios (y en el que ya existen ejemplos), y también ha hecho que algunos insistan en que los grandes players acabarán dando paso a un servicio con publicidad. Netflix ya ha dejado claro que ese no es el caso y que su modelo de negocio seguirá siendo el que es. Otros grandes players de la industria no lo tienen tan claro.HBO Max tendrá publicidadDe hecho, HBO Max va a salir con una versión con publicidad a lo largo del año. Por ahora no se sabe mucho del formato ni de cuándo y dónde se lanzará, aunque HBO tiene una voluntad global (HBO Max no es una marca global pero se espera que llegue a otros países) y las declaraciones de su CEO, Jason Kilar, hablan de forma general.

“It turns out that most of the people on the planet are not rich,” he told a technology conference. HBO Max therefore plans to launch a cheaper version of the service, which will include advertisements. Not much more is known yet, since as Deadline collects the manager pointed out that they are still experimenting with the format. The giant’s plans are, yes, for the launch to take place throughout this year.Ahora mismo, HBO Max está entre los servicios de VoD con una suscripción más cara de los que se ofrecen en EEUU. Su coste mensual es de 15 dólares. Lo interesante en esta maniobra es que sigue un camino que no es el habitual.

HBO va a seguir el camino a la inversa.The way to add publicity is not going to be easy. As noted in Deadline , Kilar’s statements seem to make it quite clear that understanding the challenge that will be for HBO’s brand image to include advertising. Messages should be organic and thoughtful (HBO’s brand image in the US is closely linked to the absence of ads).In the end, VoD companies face very high competition. There are more and more services of this type, which have to fight against many other types of subscriptions. Kilar believes that in the next few years each household will be subscribed to less than 7 or 6 VoD services.

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