Innovations in streaming video

Distribution

It's basically a simple game of optimising and maximising the distribution power.

• Apps portfolio. Involves revenue sharing deals with operators, hardware maunifacturers. STB integration, commercial integration. Latest example: Verizon to offer The Disney Bundle (Disney+, Hulu, ESPN+) free with certain subscriptions.
• Join Amazon Channels or comparable platforms
• Bundling
• With own services, such as Amazon Prime (incl. free delivery) or Apple One (incl. storage). Google could potentially do the same.
• With third-party streaming services, such as Apple TV+ with CBS All Access and Showtime.
• With third-party TV services, such as Netflix with Mediapro's Téléfoot
• Shorten windows. Universal Pictures agreed with AMC Theaters a shortened theatrical window of 17 days (3 weekends) for selected movies. Thereafter, AMC will share in revenues from a TVOD window.
• Global expansion. Disney+, Starzplay (Lionsgate), MGM and others are in the midst of a global expansion program, as are HBO Max, Peacock and others.
• In-game streaming. Warner Bros with Epic Games for screenings within Fortnite. NBA with Facebook for watching live games in Oculus Venues.
• Theatrical release for selected films
• Expand TVE as a stand-alone OTT app, for non-subscribers. Examples: TV Vlaanderen/Telesat, MultiChoice (ZA), Telia Play, ComHem Play+ (Tele2).
• Forward/vertical integration: Netflix buying stakes in prodcos (Broke and Bones) and movie theaters.
• Free viewing on YouTube. Example: certain Netflix documentaries.

Advertising

Netflix has no intention to add an AVOD tier, for lacking afdvertising capabilities. This leaves a lot of money on the table for services that do include advertising.

• Peacock apparently focuses on its AVOD tier.
• Videoland (RTL NL) added an AVOD tier, from which it may upsell to higher tiers. Same as Hulu. Quibi launched an AVOD service in Australia/NZ.
• There have been several AVOD acquisitions:
• Fox Corp: Tubi
• Comcast: XUMO and (through Fandango) Vudu (also does TVOD)
• ViacomCBS: Pluto TV
• Other AVOD services: Plex.

Features

Again, maximising the possibilities is simply best.

• Generally available features:
• HD
• Profiles, recommendations
• Number of simultaneous screens
• Downloads for offline viewing
• Parental controls
• Localisation: pay in local currency, subtitles or dubbing (also: content and pricing)
• Netflix recently added several features
• Playback speed control (between 0.5x and 1.5x)
• Shuffle feature
• Top 10's by country
• Watch Now (auto play from personal list) and Play Something Else

Content offering

This is not necessarily about maximisation, but about focus and clarity or transparency as well: is it clear what the service has to offer? Also: breadth (volume) versus depth (quality).

• Originals, also localised from selected countries.
• Library, especially important for the studio majors (Disney+, HBO Max, Peacock, Paramount+). With a limited library, cooperations or mergers can be expected.
• Licensed content:
• No: Disney, Star (Disney)
• Yes: Hulu (Disney)
• For further differentiation:
• Add some live programming (sports, news): Amazon Prime, Peacock, Tennis Channel (Sinclair), PGA Tour, fuboTV (Disney 17%).
• Add live linear TV: Videoland (the broadcast RTL NL channels), Peacock (NBC Road To Tokyo channel, NBC Sports on Peacock)
• Factual: Discovery, CNN (WarnerMedia), Fox News International (Fox Corp). Discovery sees itself as a companion to the big streaming services.
• Genres: AMC Networks' Shudder (horror), WarnerMedia's Crunchyroll (anime)
• Localised content: Netflix

Pricing

Probably the hardest part. What is feasible? How to position the service (relative to other services)? How to balance price and volume?

• Discount for existing customers: broadband (Peacock), devices (Apple TV+), deliveries (Amazon Prime). An instrument fo lock-in, possibly even a loss leader.
• Family account (Apple), partner account (Spotify), number of simultaneous screens.
• Mobile-only tariff (Netflix).
• Long term subscription (Netflix trial in India: 3, 6 or 9 months). Hulu added a 1 year subscription.
• Bundling with other video services:
• The Disney Bundle (Disney+, Hulu, ESPN+)
• ViacomCBS's upcoming Paramount+ (2021)
• Discovery bundling all brands (2021)
• Tiering
• With or without ads
• Additional functionality
• Add a high-end tier, such as Showmax Pro (ZA) with additional content
• Add TVOD (Premium VOD or Premier Access): Disney+ (for the new Mulan live-action film, $30).
• Localised pricing