Hawk Talk- “Voices of Innovation”

Survy: 42% of USA consumers Re-suscribe to SVoD services

Research from Ampere Analysis indicates that Disney+ subscribers who previously churned and then returned to subscribe to the Disney+/Hulu/ESPN+ bundle are 59% less likely to churn within 12 months compared to those subscribing to Disney+ alone. This finding highlights the significant impact bundling streaming services can have on the 42% of US streaming subscribers who frequently subscribe, cancel, and resubscribe, according to Ampere Consumer data.

Recently, bundling of streaming services has gained popularity, with companies like Disney, Warner Bros. Discovery, and Comcast offering multiple services through a single subscription. Ampere Consumer data shows there is currently limited overlap in uptake between these services, indicating significant potential for upselling and reducing churn. Could this be the future of SVoD subscriber retention?

Stream Viaplay on Prime Video UK

Viaplay Content Distribution will launch the Viaplay channel as an add-on subscription on Prime Video via Prime Video Channels in the UK on July 9th. Viaplay’s UK content offering will focus on Nordic series and films. Subscribers will have immediate access to thousands of hours of Nordic and European content.

Gerald Biart, Viaplay Group’s VP of Partnership, Growth & Marketing, commented: “With the strong appeal of high-quality Nordic and European content and our extensive content library in the UK, we’re thrilled to launch the Viaplay subscription channel in the UK. This will provide viewers with access to a diverse range of premium exclusive titles, including The Bridge, Threesome, and the upcoming UK premieres of top-performing dramas Börje – The Journey of a Legend and Murderesses. The Viaplay channel in the UK offers a wide variety of content, from thrilling crime dramas and relatable character-driven dramedies to captivating true stories and gripping documentaries.”

How IA is revolutionizing retail media

A recent survey by Cooler Screens reveals that 53% of marketers believe AI will significantly enhance the targeting and relevance of ads for shoppers. As both AI and retail media continue to evolve, the integration of AI promises to amplify the effectiveness of retail media data. Here are some key ways AI is improving retail media:

• Ad-targeting and personalization: Cooler Screens reports that 52% of marketers predict AI will enable highly personalized shopper experiences. Data from 84.51° shows brands using AI and machine learning to personalize ads have seen a 1.3 times increase in incremental return on ad spend.
• Personalized ad adjustments: Kroger Precision Marketing demonstrates how AI personalizes ads by tailoring copy and imagery based on target audiences, such as pet owners, eco-friendly shoppers, or health-conscious consumers.
• Generative AI for contextual adjustments: Generative AI can modify campaigns based on contextual data like location. For instance, a beer ad can be adjusted to feature different football teams depending on the state.
• AI-generated content: Generative AI is also used to create entire images, as seen with Amazon Ads.

England’s Victory Over Switzerland Draws 16.8 Viewers on BBC

The BBC’s coverage of England’s triumph over Switzerland at Euro 2024 on July 6th captivated more than three-quarters of the nation’s TV viewers. The match concluded with a dramatic penalty shootout after Breel Embolo’s goal for Switzerland was equalized by Bukayo Saka’s late strike, the only two goals in regular time.

The event peaked at 16.8 million viewers across BBC TV and iPlayer, with 8.9 million streams on BBC iPlayer, the BBC Sport website, and the BBC Sport app. The average match audience reached 13.6 million, accounting for a 77% share. This viewership was slightly lower than the 18.4 million who watched England defeat Slovakia on ITV on June 30th.

The BBC Sport website also saw significant traffic, with 10.5 million visitors throughout the day, 5.3 million following the match online, and the page being viewed 16.6 million times during the thrilling game.