Outside of Netflix, no one actually knows how successful their shows actually are. Like Netflix, other streaming services such as Hulu and Amazon also keep quiet on the streaming figures.
Nielsen, in a bid to stay relevant has announced that it has found a way to analyse Netflix's viewing figures. In a two month trial the company has been using audio recognition software in the 44,000 Nielsen-rated homes in the US. However Nielsen have not as yet made the data available. It has privately released the date to media companies that have subscribed to its services, including the Walt Disney Company, Warner Bros. and Lionsgate etc.
At Rerun we think its long overdue that Neilson start to account for viewership among streaming services. However, given the growing concerns on data protection and the multiple types of platforms users can access Netflix on, we think Nielsen has a long way to go before it gains accurate data. So far, Netflix’s Chief content officer, Ted Sarandos, has said the numbers by Nielsen are inaccurate.
It seems Snapchat are getting very serious about content.
Snapchat and NBCUniversal have partnered to create a new digital content studio that will make made-for-mobile programming. The joint initiative will initially focus on developing and producing scripted and other genres for release on Snapchat. One such show will be a creation by the brains behind The Office (US), Parks and Recreation.
Discovery Communications’ Eurosport has announced it is also partnering with Snapchat for the 2018 Olympics, in a bid to reach younger audiences who may be tuning out TV. Content created will include Olympics-related Our Stories, curated posts submitted by Snapchat users and Publisher Stories. Content will also be created in multiple languages and span multiple countries
Like most publishers, GQ places a lot of importance in video. However, its approach is more quality than quantity. While other publishers chase views on social platforms, GQ is focusing on engagement and on bringing people back to the GQ website. This approach has their lean video team operating in the black.
“Like everyone, we’re mindful of scale,” GQ digital director Mike Hofman said. “But when our video team was starting out, the emphasis was on engagement. No one owes you their attention on the internet.”