IMDb Competitors, Part 3

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Part
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IMDb TV Competitors: Disney+

Column I, rows 3-9 and 15 of the attached spreadsheet have been completed. Disney+ has attracted over 10 million subscribers after only one day after launching the service. It is estimated that Disney+ had 24 million subscribers as of December 20, 2019.

Selected Findings

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IMDb TV Competitors: Apple TV+

The projected number of Apple TV Plus streaming content subscribers before the end of this year is 9 million. More information about this platform has been entered on this attached spreadsheet. Below is an overview of the research.

Number of Subscribers

  • Apple TV Plus was launched on Nov 1, 2019. Currently, the number of streaming content subscribers both in the USA and around the globe in the public domain is unavailable. However, on its first week after the launch, the platform collected 1.1 million subscribers.
  • Also, it's estimated that Apple TV Plus streaming service could have about 9 million subscribers by the end of this year, 2019, and 18 million subscribers by the end of 2020.

Business Model

Key Programming

Target Market

  • According to Apple TV Plus executive, Zack Van Amburg, they are not targeting any demographic instead they are focusing on quality content that everyone can enjoy. Therefore, the target market for this platform is a general audience.

Channels

  • Apple TV Plus content can be streamed on iPhone, iPad, Apple TV, Mac, and on Smart TVs, Roku, and Amazon Fire TV devices. The platform services are also available on the web at tv.apple.com for those who don't have Apple devices.

Identity/Strategy

  • Apple TV Plus strategy is providing the best original stories for its consumers instead of licensing any third-party content. The platform is only featuring Apple Originals. Unlike its competitors, Apple is starting from scratch, and currently, it does not have a vast catalog of the popular library to build its services on.
  • Additionally, Apple provides a one-year free subscription to those who purchase a new Apple hardware device.
  • Although it began with a dozen shows on November 1 during its launch, Apple is planning to triple the shows on Apple TV Plus in the coming year, 2020. Also, in the beginning, Apple's original content investments for this platform was $1 billion; however, the company has increased this amount to $6 billion.

Research Strategy

During our search, we could not find the number of streaming content subscribers in the USA. We used the following strategies in search of this information.

We began our search by going through the platform's website. Here, we hoped to find the number of people who have subscribed to use Apple TV Plus services. However, after a deep scan on this website, we could not find the number of subscribers. We could only find the type of shows offered by the platform, the devices that can stream the content, among others.

Next, we went through third-party websites such as CNET, Fortune, The Verge, among others. Using this strategy, we were hoping on finding the precompiled data on how many people have subscribed to Apple TV Plus, specifically in the USA. Our aim here was to find interviews by top officials and any information that could help us answer the research question. After a deep search on these sources, we could discover that Apple TV Plus is less than two months old. The platform was launched on November 1, 2019. Though we could not find the number of streaming content subscribers in the USA, we could find that the streaming service of this platform could sign up as many as 9 million subscribers by the end of this year and 18 million by the end of next year, 2020.

Finally, we tried a triangulation approach. Since we had found the number of projected subscribers, we searched for the percentage that could represent the USA subscribers from the total subscribers. Our aim here was to find this percentage and use it to calculate the Apple TV Plus subscribers in the USA. We employed the above sources again in search of this information. However, after utilizing all sources, we could not find any information to help us in calculating the required data. We could only find that one week after the launch of Apple TV Plus, it collected about 1.1 million subscribers.

NOTE: The lack of information on the total number of streaming content subscribers in the USA could be because the platform is still new, and it's still picking up.

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Part
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IMDb TV Competitors: HBO Max

Column K, rows 3-9 and 15 of the attached spreadsheet have been completed. HBO Max will launch in May 2020. AT&T has forecasted that it would attract 50 million subscribers in the US by 2025.

Selected Findings

  • HBO Max costs $14.99 per month.
  • The types of programming that HBO Max streams include television shows, movies, original productions, and documentaries/docuseries.
  • The target market of HBO Max is the younger demographics.
  • People may stream the content offered by HBO Max via smartphones, tablets, computers, 3rd-party media players, and video game consoles.
  • HBO Max is the most deluxe version of the brand’s existing streaming services, which also include HBO Go and HBO Now.
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IMDb TV Competitors: Quibi

Quibi is a premium content subscription-based mobile application that will launch in 2020. Its market position is mostly hypothetical (as they have not launched yet), however, the service is expected to do well due to its variety in content, smooth business model, and potential target audience's interests. This spreadsheet holds more information on Quibi's market.

Quibi's Market Position in the United States

  • Quibi, a premium subscription-based mobile platform featuring 10-minute episode series, will launch in April 2020. The platform, unlike it's competitors, will be strictly mobile, arriving to subscribers in the form of a phone application.
  • Quibi’s subscription costs are $5.00 per month with ads or $8.00 per month for the ad-free version.
  • Since the platform has yet to launch, there are no actual statistics on their subscription base; however, the company's projected financials for its first five-years is based on 20,000,000 to 70,000,000 subscribers.
  • Quibi's target market are millennials aged 25 to 35. The service may expand to include those ages 18 to 44.
  • Programming on Quibi features 10-minute or less episodes of high-quality television series ranging in genre from reality television to horror to documentary.
  • Quibi makes well-financed high-quality content that can be viewed throughout the day on mobile devices. Its platform is to feature "quick bites" of content to its subscribers which they can view in high volume since the viewing time per episode is so short.
  • Quibi is distinguished from similar services because its investors are companies that are big players in media such as Disney, Fox, MGM, Sony Pictures, and many others.
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IMDb TV Competitors: Roku

Roku connects consumers to various streaming services and content providers, helps content providers to monetize audiences, and lets marketers advertise to its consumers. Rows 3-9 and 15 of column M in this spreadsheet have been completed. Roku reported over 32 million active accounts as of November 2019.

Number of Subscribers

  • Roku reports 32.3 million active accounts that streamed a combined 10.3 billion hours for their latest quarterly financial report dated November 6, 2019. It is estimated that 23.6 million accounts watch their free TV content supported by ads.

Market Position

  • The company estimates 50% of cord-cutters- individuals or households that have canceled their cable or satellite TV subscriptions turning into their customers.
  • The Roku OS is the “number one licensed TV OS in North America”, installed in over one in three smart TVs sold in the U.S. for 2019.

Business Model

Types of Programming

  • Roku offers a vast selection of types of programming through thousands of channels and content providers on its platform. This includes streaming services that cover a multitude of programming types like Netflix and Hulu, program-specific channels like HBO and ESPN, and digital content platforms such as Google Play Store and Amazon store. 
  • Some highlighted programming types include movies and shows through services like Netflix, Hulu, Disney+, and Amazon Prime Video; sports programs through channels like ESPN, Fox Sports, NFL Channel, and NBA Channel; live news programs through channels like NBC News, ABC News, CBS News, and Reuters TV; international/ foreign language programs through channels like Crunchyroll, Telemundo, Haiti TV, and Korea On Demand; and children/ cartoon programs through channels like PBS Kids, Nick, Disney, and Cartoon Network.

Target Market

  • The company focuses on marketing to households that have traditional cable or satellite TV so that they will convert to their streaming service. They use messaging that highlights the cost savings of switching to a streaming service, and made clarifications to answer expected questions regarding the conversion. 
  • Roku’s official website also features a dedicated page that targets existing cable and satellite TV owners. 

Delivery Channels

Company Identity & Strategy


Research Strategy

Roku reports that 73% of surveyed respondents watch free TV content supported by ads. We estimated the number of users that watch Roku's free TV content by multiplying that percentage with the total number of subscribers as so: 32.3 million x 73% = 23.6 million accounts.
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IMDb TV Competitors: Pluto


All the requested information on Pluto TV is both included in the attached spreadsheet and summarized below.

Pluto TV

1. Number of Streaming Subscribers

2. Market Position Data

3. Business Model

4. Programming

5. Target Market

  • Pluto TV was designed with a cross-generational appeal to broadcast premium TV content to the OTT audience. If we assume that the demographics of its customer base accurately represent its target market, then its target market also includes millennials, especially millennials between the ages of 18 to 34 that presently represent 50% of its viewers.

6. Streaming Delivery Channels

7. Company Identity Overview

  • Pluto TV maintains this identity by continuous updates to its platform and by continuing to add third-party integrations, the most recent of which was the addition of CBSN Los Angeles, CBSN New York, and ET Live.
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IMDb TV Competitors: Vudu

Vudu users view, on average, about 1.9 hours worth of content each week. The requested information regarding Vudu is available in the attached spreadsheet.

vudu

  • Vudu's US market position trails behind other services like Netflix, Amazon, and Hulu.
  • The total number of users on the Vudu platform was higher than 25 million as of October 2018. Information on the total number of users who stream content was unavailable. The company has declined to comment on the current number of users or the number of people using Vudu's streaming features.
  • Users on Vudu watch an average of 1.9 hours of content per week.
  • Five percent of consumers who subscribed to an online video or music service had an active Vudu membership in 2017.
  • Vudu's target market appears to be those who are interested in new releases, as this is the company's primary advantage over other major streaming services like Netflix. The recent introduction of advanced parental control features also suggests that the company is interested in targeting families with young children.
  • Vudu's streaming service works on smart TVs, connected Blu-ray players, game consoles (Xbox and PlayStation), streaming devices (Apple TV, TiVo, Roku, Chromecast), Nvidia Shield, Android devices, Apple devices, and Windows 10 devices. The streaming works through the Vudu website or through the company's apps, which are available through the Google Play Store, the Microsoft Store, or the Apple App Store. Some eligible titles from Vudu may also be accessed through the Movies Anywhere app if the user has linked a Vudu account to Movies Anywhere.
  • The company's identity is centered on being a service created by movie and TV lovers for movie and TV lovers. Vudu differentiates itself from other streaming services by having the newest releases and content, being a "one-stop shop for movie lovers," and bringing movies to customers "anytime and anywhere". The company's strategy for maintaining this identity is to focus on maintaining a team passionate about the service and remaining flexible enough to allow for innovation.

Research Strategy:

All information about Vudu's business model, pricing, identity, technical capabilities, and content was sourced from Vudu's website. Information about the company's market share was sourced from Statista and articles about the video streaming market.

Details about the number of people who currently use Vudu's streaming service were not available on the company's website. Searches of the Statista database did not yield information on this topic. A scan of relevant industry, media, and technology journals did not provide further insights on the number of streaming subscribers.

We also explored the most recent news pieces, publications, reports centered on Vudu for this information, including Digiday, the New York Times, etc. The latest available figure for the total number users of the service was sourced from an October 2019 article wherein the company specifically declined to update the number from the previous year. Relevant links are available in the attached spreadsheet.

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Part
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IMDb TV Competitors: Crackle

Crackle is a free streaming service owned by Sony with roughly 26 million registered users. During our research, we were able to provide an overview of the company's number of subscribers, business model, key programming, channels, its identity, and how it maintains its identity. We placed these findings into column P, rows 3-9 of the attached spreadsheet. Below is an overview of our findings.

Number of Subscribers

Business Model

  • Crackle is owned by Sony, and it is 100% free.
  • However, because it is free, users have to sit through ads during their programming.

Key Programming

Target Market

Channels

  • Users may stream the company's content through their iOS devices, Sprint TV, T-Mobile, Verizon VCAST, VuClip, Boxee, Google TV, Logitech Revue, Roku, Sezmi, Tivo, Verizon FiOS and Xbox.
  • Users may also use Sony devices to watch the content, such as,Blu-Ray Player, Bravia TV, Dash, Internet TV, Network Media Player, Streaming Player and PlayStation 3.
  • There is also select programming through Google Chrome, Hulu, and YouTube.

Identity/Strategy

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IMDb TV Competitors: Disney+, Part 2

Details on how Disney+ markets itself in the US are provided in the attached spreadsheet.

Key Findings

  • Compared to Netflix, Disney+'s main competitor, the platform includes 4K Ultra HD content and Dolby Vision and Atmos support at no additional charge.
  • Disney+ also offers a bundle package for ESPN+, Disney+, and Hulu at a discount compared to purchasing all three services separately.
  • One of Disney Plus' taglines is "Start Streaming now". This tagline is featured on billboards, as well as on Facebook and Twitter.
  • Disney Plus also uses the tagline, "Endless movies and TV shows. Always ad free." However, this tagline only appears on their website.
  • One interesting thing to note is that Disney+ also purchased rights for the Simpsons TV show. Hours before the service launched, a Simpsons episode featured a billboard that stated, "The Krusty the Clown Show — The only thing not on Disney+", referencing a fictional show that is sometimes featured in certain Simpsons episodes.
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IMDb TV Competitors: Apple TV+, Part 2

Details on how Apple TV+ markets itself in the US are provided in the attached spreadsheet.

Key Findings

  • Apple TV+ is "Always ad-free and on demand."
  • Apple TV+'s tagline is, "Let the shows begin."
  • Apple does not market the service directly. Instead, its marketing materials are focused on specific content that is exclusively aired on the service. Examples of marketing materials have been provided in a Google document.
  • Similarly, customer perceptions are mostly focused on the shows and movies themselves.
  • The rare comments that could be found about the actual service are overwhelmingly positive and generally show excitement for Apple's foray into content streaming. For example, "Is anyone else super excited to dig in to some Apple TV Plus tonight?! 🍎 #AppleTVPlus"
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IMDb TV Competitors: HBO Max, Part 2

HBO Max markets itself though press releases, a promotional video showcasing various shows that will be on offer, posts on social media and through creating an email list that potential customers can subscribe to on their website to receive promotional material.

Overview of how HBO Max markets itself in the US

  • The company's value /proposition is lots of quality entertainment with a promise of more than 10,000 hours of curated premium content at launch, new original series, fan favorites from Warner Media library
  • Key differentiators for the company include an offering of live sports and news sometime after launch, an advert free subscription fee of $14.99, a wide back catalog of old Warner Bros movies and TV shows, a licensing deal with BBC studios to stream "Doctor Who" and other shows on the service, mobile downloads and multiple streams with 4K HDR
  • The current tag line and messaging from website is " Get ready for HBO Max, a new streaming experience that will bring you closer to the entertainment your love, Launching May 2020". There is no difference between the messaging on the HBO Max website and what's in their social media. Emphasis is on the launch date, and the variety of shows that are going to be featured on the site.
  • Examples of adverts can be found on the goggle doc here their YouTube channel, Facebook, and Twitter, and the HBO Max's landing page


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IMDb TV Competitors: Quibi, Part 2

Quibi is a short-video streaming platform built exclusively for mobile devices. The platform offers two subscription plans — $5 per month with ads and $8 per month without ads. The price points of the two tiers offered by Quibi are significantly lower when compared to its competitors such as Netflix and Disney+.

The link to the spreadsheet is here.

OVERVIEW

  • The tagline of Quibi on its official website is quite unique and it highlights the definition of 'Quibi' which is 'quick bites' or 'brief'. The messaging, however, on Twitter is 'The next little thing'.
  • More than 100 pieces of original, high-quality content will be published every week. And, new titles will be released every two weeks.
  • Nearly 7000 unique and original videos or content will be available on the platform in the first year of its launch.
  • "Some shows will allow viewers to experience different points of view in the show depending on the way their phones are held". This is one of the key differentiators of Quibi.
  • The brand is yet to launch officially, however, the potential customers are intrigued by it. This is primarily due to the mystery surrounding the brand.
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IMDb TV Competitors: Roku, Part 2

Roku's main value proposition is that it is strictly a streaming service and does not product its own content. Additionally, the does not require a base subscription, offers thousands of channels, and is cheaper than other options. More details are below and on the attached spreadsheet.

Value Proposition

Key Differentiators

  • The main differentiator for Roku is that it does not require a base subscription for people to use the service.
  • While the company no longer lists that number of channels it offers, it is "well into the thousands, including the top ones for movies and TV programming: Netflix, Amazon Video, Hulu, Google Play, HBO GO/NOW, PBS, Lifetime, YouTube, WatchESPN, [and] WWE Network."
  • Finally, Roku is cheaper than other options. For example, it is $80 less than Apple TV.

Messaging

  • Roku's current tagline is "More than a smart TV — a better TV."
  • On its website, Roku highlights its numerous choices by saying, "Roku TV delivers the best smart TV experience on the market, with a simple, responsive user interface, thousands of apps and constant feature upgrades."
  • It also stresses the simple user interface and the fact that it offers 500,000 movies and TV episodes.
  • The company is also currently advertising for the holidays, saying it will be "the most-loved gift under the tree" and "There's a Roku product for everyone."
  • On its social media pages, Roku advertises individual shows and movies rather than its products.
  • It also advertises its sports programming and the new channels added for 2020.

Advertising Examples

  • Roku's Stream Big commercial can be found here.
  • Roku's app commercial can be found here.
  • Examples of print and billboard advertisements can be found here.

Consumer Perceptions

  • According to Forbes, more people are talking about Roku. For instance, In January 2018, 8% of Americans said they had discussed Roku with their friends and family, but by May 2018, that percentage had increased to 11%.
  • Awareness of Roku is also growing as 65% of the public said they were aware of Roku at the beginning of 2018. However, five months, later, that had increased to 68%.
  • Roku is seen as the number one option for cord cutters because of its selection of channels and its ease of use.
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IMDb TV Competitors: Pluto, Part 2

Details on how Pluto markets itself in the US are provided in the attached spreadsheet.

Key Findings

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IMDb TV Competitors: Vudu, Part 2

Vudu is owned by Walmart and offers exclusive access to MGM's content, which is one major part of its value proposition. Additionally, the platform is positioning itself as the "streaming platform for families." There is no subscription required and there are many more 4K HDR movies available than on other platforms. Additional details are below and on the attached spreadsheet.

Value Proposition

  • One aspect of Vudu's value proposition is its 2018 partnership with MGM that exclusive access to MGM's content such as the James Bond, Rocky, RoboCop and The Hobbit franchises, and the TV series “Stargate SG-1,” “Fargo” and “The Handmaid’s Tale.”
  • Secondly, the platform, which is owned by Walmart, is positioning itself as the "streaming platform for families."
  • According to AdExchanger, "It’s making Vudu family-friendly by investing in technology that gives parents granular controls to block content they think is inappropriate for their children."

Key Differentiators

  • Vudu's key differentiator is that it only shows ads that consumers can buy at Walmart, which owns the Vudu platform. This allows advertisers to target specific consumer segments.
  • A second differentiator for Vudu it is number of 4K HDR movies. As CNET stated, "Amazon's own library of 4K HDR movies to rent and buy is paltry in comparison to Vudu's."
  • Vudu does not require a subscription and viewers can pay for only what they watch.

Messaging

  • Vudu's current tagline is "Watch TV like a superhero."
  • On its website, Vudu advertises a "new user sign up offer," which allows users to create an account and get their first move for $0.99.
  • It also advertises various movies that are available, such as Joker, Adventure Force 5 (a Vudu original), a holiday sale on select holiday movies, and free holiday movies. There is another offer for up to $5.00 off a movie ticket to see Bombshell in theaters when renting select titles.
  • Vudu's social media pages focus on its original content, pre-orders of upcoming movies, and sales on select movies. They also post many memes and polls to engage followers.

Examples of Advertising

  • Vudu's current commercials can be found here and here.
  • Examples of Vudu's print, billboard, and digital advertisements can be found here.

Perception

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IMDb TV Competitors: Crackle, Part 2

Details on how Crackle markets itself in the US are provided in the attached spreadsheet.

Key Findings

  • Crackle is free to access. The service provides unlimited access to all of its content. It offers a carefully curated library of content, ranging from TV shows and documentaries to full-length movies.
  • Crackle's current tagline is "STREAM FREE" This tagline is used on its website, as well as on Twitter and Facebook.
  • Crackle also uses another tagline, "IT'S ON", on YouTube and some advertising materials.
  • The customer perception of Crackle is generally mixed. It has a 2.7 star rating on Sitejabber and the Crackle mobile app has a 3.2 customer review score on Amazon.
Sources
Sources

From Part 02
Quotes
  • "But outside analysts have made their own appraisals. IMA Research estimated Apple TV Plus collected 1.1 million subscribers in its first week, compared with Disney Plus' 15 million."
Quotes
  • "Krish Sankar, an analyst for Cowen, is particularly bullish about Apple TV+. In a note published on Wednesday, he estimates the streaming service could sign up as many as 9 million subscribers by the end of 2019 and 18 million by the end of 2020."
Quotes
  • "Apple TV Plus will cost just $4.99 / £4.99 AU$7.99 per month– and, if you buy an iPhone, iPad, Mac, or AppleTV, you'll get a year's subscription for free."
Quotes
  • "Apple TV+ is Apple's new service that offers up originally-produced TV and movie content from Apple. Content is produced by the likes of Steven Spielberg, J.J. Abrams, Octavia Spencer, and Reese Witherspoon."
Quotes
  • "No one here is sitting around saying we need to find the next show for males 18 to 34, or the next show for females older than 32. We're defining our programming by quality."
Quotes
  • "Apple TV Plus will only feature Apple Originals."
From Part 04
Quotes
  • "Quibi, a Hollywood-based streaming company that stands for “quick bites” of video, plans to take new, premium films shot by award-winning directors like Steven Spielberg and Catherine Hardwicke and present them in short episodic chapters about 10 minutes long. The twist: the stories will be developed exclusively for viewing on mobile phones."
  • "But Quibi, which will charge about $5 a month with ads and $8 without ads, will face an increasingly crowded video streaming market when it launches next April. Already, there are large subscription platforms like Netflix and Amazon Prime Video, as well as free, mostly ad-supported sites like YouTube and Facebook."
Quotes
  • "Quibi has shown investors at least two projections that outline what the company’s finances would look like based on getting to 20 million or 70 million subscribers in five years, sources said. The company is aiming for subscriptions to account for roughly 60-70 percent of total revenue, sources said. A Quibi spokesperson did not return a request for comment."
Quotes
  • "Quibi’s target audience is people ages 25 to 35, and its larger demographic could include people ages 18 to 44."
Quotes
  • "With the TV landscape already more crowded than ever, Jeffrey Katzenberg is looking to reinvent the very medium with Quibi, a streaming service that will deliver “quick bites” of content — episodes or installments running 10 minutes or less."
Quotes
  • "f Quibi’s licensing deals seem a bit unorthodox, the company’s investors are traditional Hollywood: Disney, Warner Bros., Fox, MGM and Sony Pictures. It’s an impressive group and it’s matched by the auspicious creators and brands that Quibi has already done deals with like MTV, Guillermo del Toro and Justin Timberlake. It’s a growing list and it sets Quibi apart from failed services like Go90."
From Part 11
Quotes
  • "With 10,000 hours of curated premium content anticipated at launch, HBO Max will offer powerhouse programming for everyone in the home, bringing together HBO, a robust slate of new original series, key third-party licensed programs and movies, and fan favorites from Warner Media’s rich library including Warner Bros., New Line, DC, CNN, TNT, TBS, truTV, Turner Classic Movies, Cartoon Network, Adult Swim, Crunchyroll, Rooster Teeth, Looney Tunes and more."
Quotes
  • "HBO Go, HBO Max, HBO Now ... It looks like somebody is confused, LOL. Reminds me of Kodak when they were desperately trying to hold on to their old core business despite the market telling them otherwise already."
  • "Basically if you have HBO Now, you're getting a ton of new content for the same price. I don't why AT&T is making this so confusing..."
Quotes
  • "Weeell we might have to ditch netflix for this and disney plus lol "
  • "RIP Netflix"
  • "Now this a show can pay 15$ happily than that of pathetic Apple Tv or Disney Plus. "
Quotes
  • "Scott Saxton.. wonder if we will be able to get this in the UK? x "
  • "Will this be available in Mexico?? I hope so "