Start With A Big Name To Market A Premium OTT Service

Some consumers already want Walt Disney’s new forthcoming OTT service, Disney+ — although they don’t know what it is.

Just over one quarter (27%) of respondents have awareness of the Disney+ service — 45% of 18- to-24-year-olds and 36% of households with children, per research from an Ampere Analysis survey conducted with 1,003 internet users via mobile phone.

Another 22% of respondents said they are “likely” or “highly likely” to subscribe.

The group that contains children can be particularly important for Disney — especially considering its wide range of TV and film content for all consumers, young and old. Adding to this mix movie and TV content — mostly older-skewing — from its acquisition of the Fox business.

What does this mean for the market overall? Skeptics might say this means about three-quarters of entertainment consumers in the U.S. are not aware of or not interested in Disney+.



To be fair, this survey comes with no consumer marketing from Disney.

No doubt the Disney name carries a lot of brand weight. If the same question were asked of NBCUniversal or WarnerMedia for upcoming OTT platform efforts, would you get the same results?

Corporate entertainment brand-name marketing can be tricky. Think about those big TV network names — NBC, CBS, Fox, or ABC. Do we know what those networks' brands really mean to consumers?

Viewers might identify specific program genres for certain brands. Does NBC still mean comedy for viewers? CBS has a lot of crime procedural dramas. Is that its brand identity? Do emotionally charged family dramas speak to ABC’s viewers?

In the 1990s, ABC’s “TV is Good” campaign ambitiously tried to push a tongue-in-cheek effort to promote TV overall. NBC also did a memorable marketing push with “Must See TV” in the 1990s, specifically for its comedies.

Cable networks are different, but changing. We quickly have an idea about MTV, Discovery, Food Network, and Fox News Channel. Still, some channels are morphing into other areas.

In this new age, however, there are major new players with different marketing efforts — Netflix, Amazon and Hulu (now fully owned by Disney) — on social media, on their own platforms, through electronic program guides, and other media.

So far, much of their premium digital video marketing has centered on TV series such as “Stranger Things” (Netflix), “The Marvelous Mrs. Maisel” (Amazon) and “The Handmaid’s Tale” (Hulu).

Will efforts from traditional TV/film companies mean finding a broader, more complex media marketing voice?

Maybe it's just the bottom line: the monthly price. Is $7.99, $12.99 or $16 a month the key marketing factor?

2 comments about "Start With A Big Name To Market A Premium OTT Service".
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  1. Mario L Castellanos from New Ventures Technologies, June 12, 2019 at 3:46 p.m.

    Yep. The need for a big name is absolutely right. As for those sketics? They probably grew up in a very sheltered life... or don't watch television... or go to the movies... or read publications... or venture out of their cave.

  2. Rhodes Mason from Internet Video Archive LLC, June 14, 2019 at 2:42 p.m.

    I think viewers care less about the network or the service than they do the content.  This was evident when GoT 8th season premiere drove record subscriptions on HBONow.  I wonder how many people canceled HBO after the Game of Thrones finale. 

    The marketing should not be centered so much on the network but on the shows of that network.  That means engaging with the services that fuel content discovery and ensure they are adding your data and all your promotional material.  

    Lastly, with the amount of new shows and movies being made now, how get canceled quickly like Whiskey Tango?  Consumers only have a finite amount of time to engage with content and many spend 15 to 20 minutes browsing before they decide on something or give up and do not tune-in to anything. Remember, Facebook and its ilk are always waiting for them to check in and waste their time there.

    Being able to show data, offer promotional videos, show what networks or services offer, have a direct link to where to see content and provide an engaging browsing experience is key to content discoverability across all platforms.  

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