MediAvataar's News Desk
Given the circumstances surrounding the outbreak of COVID-19 (coronavirus) and the future being uncertain in terms of timings, we have no choice but to postpone the Promax India Conference and Awards Show in Mumbai.
For more than 17 years, we have the honour to be your association for the community of entertainment marketers and creatives in India. Representing your professional and career development needs remain the benchmark of our organisation, but we take your health and well-being just as seriously.
While we await the green-light from the authorities, we are exploring alternative dates and related details so that we can bring you the event later in the year. We will release more information in the weeks to come.
We have at members' request to further push back the Promax India Awards judging, to allow a little extra time needed for submitting entries for those working from home during the lockdown.
The campaign, created by ViacomCBS in partnership with the Ad Council, educates audiences on the importance of social distancing and drives unity through entertainment.
Even in isolation, we’re not alone. That’s the message that’s at the core of the #AloneTogether campaign, which calls on audiences around the world to stay at home amid the coronavirus crisis.
Created by the ViacomCBS Entertainment and Youth brands and distributed widely via a partnership with the Ad Council, the goal of #AloneTogether is to educate audiences about the importance of social distancing and to promote a sense of unity through entertainment during a time of self-isolation. The campaign is purposefully brand and media agnostic, enabling it to scale quickly through additional media partners who can tailor the message to their audiences and platforms.
“The COVID-19 virus has impacted our lives in every possible way. There is no doubt that we are in uncharted territory, and with that comes so many unknowns. But it’s important that we focus on what we do know and how we can help,” says Lisa Sherman, president and CEO of the Ad Council. “The #AloneTogether work is a needed rallying cry—one that shows how we can unite as one, even when we feel most alone. The message has already been embraced by media partners and influencers across the country, proving once again that we are a powerful force when we work together.”
The campaign kicked off on March 16, with a social-led effort by ViacomCBS’ Entertainment and Youth brands (which include MTV, Comedy Central, Paramount Network, Smithsonian Channel, Pop TV, CMT, VH1, TV Land, and Logo).
Since then, other companies and partners have used the campaign toolkit to customize and share the #AloneTogether message. iHeartMedia is airing audio versions of the PSA, Clear Channel Outdoor plans to extend the campaign across its out-of-home media, Snapchat is featuring #AloneTogether creative throughout its platform and developing two custom filters, and Twitter developed a custom emoji users can share.
Influencers and celebrities have also found creative ways to drive awareness. YouTube star Peter Hollens created an acapella parody, Love is Blind’s Giannina Milady Gabelli offered her support on Instagram, and child actor Ocean Maturo posted a light-hearted spoof of the Full House opening credits called “The Quaran-Teens.” ViacomCBS talent, including Trevor Noah, Pauly D, Nicole “Snooki” Polizzi, Stephen Colbert, and Debi Mazar (who tested positive for COVID-19) also lent their digital voices.
“We initiated this campaign to ensure that people around the world understand the importance of staying at home for the safety and health of everyone, as well as to support our fans at this moment,” says Jacqueline Parkes, CMO & EVP, Digital Studios for ViacomCBS’ Entertainment & Youth Brands. “For ViacomCBS’ Entertainment and Youth brands specifically, we wanted to ensure that young people understand the important role they can play in stopping the spread of this virus.”
During the first week of the campaign, ViacomCBS’ Entertainment and Youth brands—as well as supporting efforts from CBS, BET, Nickelodeon, Showtime, Pluto TV, and Awesomeness—created more than 500 social posts, leading to over 3 million engagements, 43 million video views, and 127 million impressions. ViacomCBS brands will continue to create original social content to amplify the campaign’s mission. This content will include live takeovers and messages from talent, as well as profiles of young people who are helping create positive change during the pandemic.
The campaign has also extended to air across ViacomCBS’ linear networks around the world. Each brand again tailored the messages to their audiences. MTV made custom linear spots featuring talent including DJ Khaled, Justina Valentine, and Pauly D, Paramount Network plugged a stay-at-home movies night, and Comedy Central even developed original linear programming with The Daily Show with Trevor Noah spin-off, The Daily Social Distancing Show, which launched on digital before moving to linear.
#AloneTogether PSAs are airing English and Spanish across the U.S., with 14 local language versions airing in 50 countries across Western, Eastern, and Central Europe, the UK, the Middle East, and Africa, as well as all of Latin America and parts of Southeast Asia. It also appears across CBS Interactive’s digital platforms and on Pluto TV in the U.S., Latin America, and Europe.
During the first three days of the linear campaign, the #AloneTogeth PSAs aired more than 750 times in the U.S., including on CBS during primetime. They were also inserted into consumer streams on Pluto TV, the company’s ad-supported streaming platform, more than 600,000 times.
In a complement to #AloneTogether, other brands within the ViacomCBS portfolio kicked off efforts specific to their audiences. CBS launched #InThisTogether, a campaign featuring personal videos from CBS Entertainment, All Access, News, and Sports stars comforting fans with messages that focus on social distancing, community, and the power of entertainment.
Nickelodeon created #KidsTogether as a spinoff of the #AloneTogether campaign. Delivered in 14 languages for kids and families around the world, the pro-social initiative features Nick IP and talent—like Spongebob Squarepants, Bubble Guppies, and The Casagrandes —providing tips on staying healthy and suggesting activities to do while they’re at home.
Across its portfolio, ViacomCBS reaches every demographic in the U.S., with the largest share of linear viewing and a social media following of 825 million.
“The key to this campaign is to engage audiences across all ages and demographics, which is something ViacomCBS has unique experience in given our portfolio of brands,” says Josh Line, chief brand officer for ViacomCBS. “We know how to talk to diverse audiences with a tailored approach across platforms, and we’re lucky to be in a position to leverage that expertise in a way that can hopefully help to keep people safe and healthy.”
Early Q1 data shows global news stories driving a surge in streaming news
Brightcove Inc, the leading provider of cloud services for video, published the Q4 2019 Brightcove Global Video Index, a report that analyzes hundreds of millions of recent data points from Brightcove’s global platform to provide insights into how viewers are watching video content, which devices they use, and the types of content they consume across various devices.
The Q4 Index found consumers increasingly turn to streaming services for entertainment and, even more so, for news. And, in times of natural disasters and health emergencies, those numbers increase even more. During the first two weeks of March, for example, global viewers have consumed 31% more news streams than they did during the same period a year ago. On March 13, the day President Trump declared a national emergency, the number of video views increased 66% from March 13, 2019 – which is the most news-driven video views in Q1 over the past two years. Time spent watching streaming news videos increased by 47%.
The Index found that media and entertainment consumers globally are increasingly watching video on smartphones, compared to other devices such as desktop computers, tablets, and connected TVs. This data was measured using a number of engagement factors including video views, time watched, and video completion rates.
“Broadcasters used to be the go-to source for developing news stories, but the COVID-19 crisis has shown that consumers eagerly turn to streaming news sources for the latest updates – as well as in-depth coverage of news that’s important to them,” said Jim O’Neill, Principal Analyst at Brightcove. “With streaming, news providers can update news on the fly, provide broader, deeper coverage, and pull in points of view from around the globe. And, they don’t need to worry about fitting reports into arbitrary time slots. They have the flexibility to truly tell a better story.”
Over the course of 18 months, video views on computers have decreased by 12%, with smartphones being the beneficiary. Tablets and smartphones have seen the total number of views increase more than 43%, with smartphones alone making up 54.6% of all video views – up from 40% just 18 months ago.
Other notable trends the report uncovered include:
Tablet’s share of all views declined between Q3 and Q4 to 7.8% from 8.2%. That decline follows on the heels of a year-over-year decline between Q3 2018 (11.3%) and Q3 2019 (10.4%). These declines can be attributed to the rise in video views on smartphones.
Over the past 12 months, the number of video plays on tablets increased by more than 20%, while the number of plays on smartphones jumped more than three times that amount to 77%. The number of plays on computers was down 10%.
Video views on connected TVs were up nearly 25% in the quarter from one year ago, and nearly double what they were in Q2 2018.
Video Time Watched
Time watched, which is classified as the amount of time spent on each device, increased globally by 23%. The largest screen in most homes today is still the TV, therefore it stands to reason that viewers spend more time watching content on TV than any other screen – especially as live sports and premium content becomes available over-the-top.
Additional trends the data revealed include:
Time spent viewing content on smartphones increased 30%, with tablets up 6% and desktop computers being the only devices that saw total viewing time decline (down about 2%).
Total viewing time increased in most regions.
Time spent watching content on connected TVs was up 114% globally – which is more than double what it was one year ago.
Video Completion Rates
A shift in viewing habits have also impacted completion rates on smartphones, tablets, and computers, with computers remaining the device with the highest completion rate (59%). This is likely because computers have the most short-form content, however, that number has decreased slightly over the past three quarters – with Q2 and Q3 both seeing completion rates of 61%.
On the contrary, connected TVs usually show only long-form content, as there’s virtually no short-form content (0-5 mins) consumed on connected TVs in any region. This has resulted in lower completion rates on connected TVs (below 40% globally) than on any other device (with the exception of the Japan/Korea region).
Other notable trends the report uncovered include:
Smartphones and tablets were both just below 50% in completion rates (46% and 47% respectively) in Q4.
Since Q2, smartphone completion rates have increased from 44%, while tablets have seen completion rates decline from 52%.
Coronavirus Expected to Add 5% to Global Video-on-Demand Subscriptions In 2020
Growing number of consumers adopting social distancing or forced into quarantine are driving short-term subscriber growth but mid-to-long term impact depends on length of the pandemic and resulting economic damage
Strategy Analytics has recently published its latest forecast for Subscription Video-on-Demand (SVOD) services such as Netflix. The forecast took account of the expected impact of the Coronavirus (COVID-19) pandemic, and although the longer term impact clearly remains uncertain, early evidence suggests that a boost to SVOD usage globally can be expected. As a result the forecast for global subscriptions was increased by 5% in comparison to the pre-pandemic model. The projection is now 949 million paid subscriptions globally by the end of 2020, suggesting an increase of 47 million compared to earlier forecasts.
Longer term, the forecast predicts that paid SVOD subscriptions will grow by 621 million between 2019 and 2025, reaching 1.43 billion, according to Strategy Analytics, TV & Media Strategies (TMS) “Global SVOD Forecast, by Service (2010 - 2025),” Currently, China and the U.S. combined account for nearly two-thirds (65%) of paid SVOD subscriptions globally, however, as these markets mature and approach market saturation and paid subscriptions, particularly in Southeast Asia grow, their share of global SVOD subscriptions will fall to 55% in 2025.
“One significant factor affecting future SVOD growth is the impact of the Coronavirus in both the short and long term,” said Michael Goodman, Director, TV & Media Strategies. “In the near term the Coronavirus will actually boost SVOD subscriptions, as well as viewing of these services, as an ever growing number of consumers adopt social distancing or are forced into quarantine. In the mid-to-long term much depends on the length of the pandemic and resulting economic damage. As businesses shut down and individuals are laid off consumers are going to have to make hard decisions about how they spend their money and as wonderful as Netflix, Amazon Prime Video, Disney+ and other SVOD services may be, they are not essential services.”
“Despite declining global share, China will remain the largest SVOD market with 438 million paid subscriptions in 2025, up from 131 million from 2019. The U.S. will follow with 342 million subscriptions in 2025, up from 125 million from 2019. With nearly three-quarters of U.S. TV households subscribing to one or more SVOD service the U.S. SVOD market is becoming saturated,” Goodman added, “ but with U.S. SVOD households continuing to add additional services such as CBS All Access, Disney+, and the soon-to-launch HBO MAX the total number of SVOD subscriptions in the U.S. will continue to grow.”
UK, Ireland, Germany, Italy, Spain, Austria, and Switzerland are the latest countries to launch Disney+
Disney+ to launch in France on April 7th
The service launches with 26 Disney+ Originals alongside an extensive collection of titles from Disney, Pixar, Marvel, Star Wars, National Geographic, and more
Disney+, the highly anticipated streaming service from The Walt Disney Company, launches today in the UK, Ireland, Germany, Italy, Spain, Austria, and Switzerland. The service will launch in France on April 7th. In light of concerns regarding the current ability of certain broadband infrastructure to handle the anticipated consumer demand for Disney+, the service will now feature a lower overall bandwidth utilisation by at least 25%.
With over 500 films, 26 exclusive original movies and series and thousands of television episodes from Disney, Pixar, Marvel, Star Wars, National Geographic and more, Disney+ is the new streaming home for some of the world’s most beloved stories.
“Launching in seven markets simultaneously marks a new milestone for Disney+,“ said Kevin Mayer, Chairman of Walt Disney Direct-to-Consumer & International. “As the streaming home for Disney, Marvel, Pixar, Star Wars, and National Geographic, Disney+ delivers high-quality, optimistic storytelling that fans expect from our brands, now available broadly, conveniently, and permanently on Disney+. We humbly hope that this service can bring some much-needed moments of respite for families during these difficult times."
Starting today, subscribers can enjoy 26 Disney+ Originals titles including “The Mandalorian,” the epic first-ever live-action Star Wars series; “Lady and the Tramp,” a live-action re-telling of the 1955 animated classic; “High School Musical: The Musical: The Series,” the all-new scripted series set at the real-life East High featured in the hit movies; “The World According to Jeff Goldblum” docu-series from National Geographic; “Marvel’s Hero Project,” which celebrates extraordinary kids making a difference in their communities; “Encore!,” executive produced by the multi-talented Kristen Bell; “The Imagineering Story” a 6-part documentary from Emmy and Academy Award-nominated filmmaker Leslie Iwerks and animated short film collections “SparkShorts” and “Forky Asks A Question” from Pixar Animation Studios.
Disney+ is also the new streaming home of the iconic animated series “The Simpsons,” with over 600 episodes available together on-demand for the first time. At launch, seasons 1 to 30 will be available, with season 31 coming to the service later in the year.
Watch Anywhere, Anytime
Audiences can stream Disney+ on nearly all major mobile and connected TV devices from today, including gaming consoles, streaming media players, and smart TVs. Subscribers can enjoy commercial-free viewing, up to four concurrent streams, unlimited downloads on up to ten devices, personalised recommendations, and the ability to set up to seven different profiles, including the ability for parents to set Kids Profiles that have an easy to navigate, child-friendly interface to access age-appropriate content.
Consumers can subscribe up for Disney+ directly or via in-app purchase from the following platforms and devices:
Amazon (Fire TV devices, Fire TV Edition smart TVs, and Fire Tablets)
Apple (iPhone, iPad, iPod touch and Apple TV, and fully integrated with the Apple TV app in the UK and Germany; customers can subscribe to Disney+ via in-app purchase)
Google (Android phones, Android TV devices, Google Chromecast and Chromecast built-in devices)
LG Smart TVs with webOS
Microsoft (Xbox One)
Roku (Roku® streaming players and Roku TV™ models) in the UK and Ireland from today, and France from 7th April
Samsung Smart TVs
Sony / Sony Interactive Entertainment (Android-based Sony TVs and PlayStation®4)
Through a comprehensive distribution plan and several strategic agreements, Disney+ is also available across multiple premier distributors in Europe with regional deals including:
Deutsche Telekom in Germany
O2 in the UK
Telefonica in Spain
TIM in Italy
Canal+ in France (from April 7th)
These providers will have the ability to include Disney+ in wholesale and retail packages for their subscribers. Specifics of those offers vary per company.
Disney also has a retail distribution deal with Sky, making Disney+ available in the UK and Ireland on Sky Q, to be followed by NOW TV in the coming months.