Everyone Wants To Be Netflix
Long-form, on-demand video accounted for 61% of all online video traffic last year, according to Cisco and is expected to account for 82% of all Internet traffic by 2021. In 2015, Netflix alone accounted for 37% of peak download Internet traffic in North America.
Since the explosion of Netflix’ popularity, everyone else has been playing catch up.
The Original TV Programming Arms Race
Amazon added video to it’s Prime service, bought Twitch, the live broadcast service for video games, and started pumping money into original programming with shows like Transparent and The Man In The High Castle and landed NFL Thursday Night Football games.
Broadcast television providers coalesced around Hulu and the streaming service recently gained traction with the addition of the original The Handmaid’s Tale program.
YouTube has tried to spin off it’s home grown YouTube stars into original programming and is funding YouTube Red Originals.
Twitter has been cutting deals with professional sports leagues (and despite losing NFL Thursday Night games, has a live game day NFL talk show) and news providers like Bloomberg TV and Cheddar.
LinkedIn bought Lynda.com to add on-demand professional development videos to its lineup.
Disney has announced plans to launch its own streaming service.
Facebook flagged the launch for me today with a notification that the Watch tab had been added to my navigation menu.
Click on the the Watch button takes you to the Facebook Watch page, where you can choose among the launch shows:
Here’s what the show page looks like for Humans of New York. You can watch on the episode page or flip the program to full screen.
You can even embed individual episode, a smart marketing move on Facebook’s part.
And now that Facebook has joined the original television programming party, we await Apple’s next move, with Variety reporting this month that it will invest $1 billion in original feature films and television series over the next year.
Get The Success @ Creative PR Newsletter
The mission of the Success @ Creative PR newsletter is to help you succeed in your communications career by giving you valuable tips, trends, cool tools, insights and inspiration that will help you throughout your career. Get new marketing stats every week! Click the button below to subscribe: