For Content Providers, spring and summer are often considered to be the seasons of new seasons. They are an omen for mega TV productions to emerge or return: AMC’s Better Call Saul and FX’s Fargo have initiated their third season in April. the fifth season of Netflix’s House of Cards was released on the verge of June. HBO’s acclaimed Game of Thrones is scheduled for mid-July and Netflix’s promising Marvel show, Defenders is set to premiere in August.
The emergence of TV shows during these seasons is not Genre-Specific. New comedies, documentaries, and dramas are finding their ways to the screen while each content provider chooses which TV shows and genres to promote massively.
In fact, content providers like HBO, Netflix, Hulu, AMC and Starz have adopted a different approach in terms of number of publishers and YouTube channels, as well as in choosing YouTube as a primary or a secondary medium. Eventually, such emphasis translates into a digital strategy across YouTube and video publishers.
By extracting AdClarity data on the US market during April and May, we are able to point out the competitors’ focus on genres, TV shows, and preferred medium, thus enlightening the competitive landscape in that arena.
Medium Focus | Most activity takes place outside of YouTube
Within the given time frame (May-April 2017) Netflix is the only “Neutral” competitor. The competition benchmark is 21% on YouTube, but when excluding Netflix, the benchmark drops down significantly to a 14% level
Genre Focus | Comedy on YouTube while Drama takes place in Non-YouTube publishers
From a macro view, Drama and Comedy genres are taking the first and second places depending on the platform. YouTube activity is focused on comedy, while Non-YouTube publishers focus is on American Drama shows.
Competitive Analysis | Distribution and Diversity
The leading OTT providers, Hulu and Netflix are promoting their TV shows across the largest number of publishers, while HBO and AMC are using relatively small amount of video publishers. On the other hand, HBO and Netflix promote more TV series than the average.
The top 3 TV Titles | Drama is beating Comedy, but HBO and Netflix are comedy-oriented
From analyzing the top TV titles for each brand, Drama is the leader with 4 out of six players we examined. It is a bit surprising, though, that the two comedy titles belong to Netflix, HBO who scored highest in terms of activity, number of publishers and number of promoted TV shows.
YouTube Competitive Analysis | Netflix, Starz, HBO are using approximately 2000 top channels on average
As YouTube has its own ecosystem, each channel can be considered as a video publisher. Excluding Netflix, we found a correlation between a low number of publishers to a high number of different YouTube channels.[/av_image]
From an audience perspective, Music and Entertainment categories are the most dominant. However, the interesting insights are deriving from the residue. Hulu is focusing on News & Politics, Starz on Science & Technology, and HBO focuses its efforts on Gaming and comedy channels.
The difference between Netflix and HBO’s digital activity is mainly shown in distribution strategy and genre focus. On the one hand, Netflix uses high numbers of publishers and YouTube channels to deploy multiple TV shows across genres. On the other hand, HBO focuses on promoting the comedy show Silicon Valley and addresses its audience by using Gaming and Comedy channels.
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