• As streamers look for new ways to diversify revenue streams, live and unscripted content deliver a host of opportunities that can increase audience engagement and allow brands to connect with audiences in new ways
• Snap & Live Nation introduce a new and innovative way for brands to connect directly with music festival audiences
• Brands that support diverse content creators have a growing opportunity to align with more stories in more ways to grow their customer base and overall business
• Sky expands more production hubs in the U.K., increasing the opportunity for brands activating a global product placement strategy
• As advertisers think about their Upfront commitments this year, they’ve realized that streaming is integral to their commitments with major networks
Netflix Exploring Live Streaming For First Time; Plans To Roll Out For Unscripted Series & Stand-Up Specials
Netflix is going live for the first time. It plans to roll out the live streaming, which Netflix confirmed was in the early stages of development, for its swathe of unscripted shows and stand-up specials. It would mean that Netflix would be able to use it for live voting for competition series and talent contests. In the future, it could potentially air shows live, albeit with a few seconds of delay in case things get saucy. Live and unscripted content deliver a host of opportunities that can increase audience engagement, drive more revenue from more sources, and allow brands to connect with audiences in new ways on Netflix. — READ MORE
Snap Is Partnering With Live Nation To Enhance The Experience Of Going To Concerts And Festivals Via Its AR Technology
The goal of the partnership is to create a deeper connection between artists and fans via immersive AR created with the help of Snap’s creative studio, Arcadia. Fans at select concerts will be able to use Snapchat’s camera to launch and view AR experiences at venues and will be able to use AR to try on merchandise, find friends, and discover landmarks featured on festival grounds. This new Snap/Live Nation AR allows artists to create their own unique experiences during their shows to elevate their performances and connect with their fans on a deeper level. There are also limitless opportunities for brands within these AR experiences and we will likely see other companies copy this strategy moving forward. — READ MORE
‘Fresh Off the Boat’ Was Just the Start, as Melvin Mar and Jake Kasdan Expand TV’s AAPI Representation
The success of the ABC sitcom, which spanned six seasons and made it to syndication, finally inspired a long-overdue boom in series and films featuring Asian American leads. “Fresh Off the Boat” may have ended, but Kasdan and Mar are continuing to lead TV’s expansion in Asian American and Pacific Islander representation. Stories with AAPI lead characters have found widespread appeal with U.S. audiences of all backgrounds. Further proof that representation matters and is essential to creating great content. Brands that support diverse content creators have a growing opportunity to align with more stories in more ways to grow their customer base and overall business. — READ MORE
Sky Triples Down on U.K. Content with 200 Originals, $610 Million Investment
The Comcast-owned outfit has trebled its output of U.K.-originated content from 2019 to 200 originals in 2022 with an investment of £500 million ($610 million). “We’re very excited about it, there are 13 sound stages and [Sky Studio] Elstree will bring £3 billion [$3.6 billion] of production into the U.K. over five years, and thousands of jobs opportunities,” Sky Group CEO Dana Strong said. As the production world moves into the era of 1,000 Hollywoods, the U.K. is flexing its muscles as a key market for outstanding story creation. This investment emphasizes major studio commitment to expanding more hubs and reinforces the growing opportunity for brands to find alignments inside global content. — READ MORE
35% Of CTV Ad Buyers Plan To Increase Upfront Commitments
A new survey confirms that advertisers are planning to increase their connected TV (CTV) commitments during this year’s Upfronts — in part in anticipation of high demand and higher prices in the scattered market. As more ad dollars flow into the universe of streaming platforms, product placement becomes an even more powerful play for brands. The opportunity to engage audiences both in and around content provides a multi-touchpoint marketing opportunity that greatly increases the value of a campaign. — READ MORE
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