WHY SEGMENTING WORKS

There are some things that can only be understood by breaking them into smaller parts. This is certainly true for audience. For an online video service to understand their audience and predict changes in users’ behavior, they need plenty of user data but also plenty...

HOW MANY ADS ARE TOO MANY?

Online video viewers see ads as something to be tolerated, but rarely enjoyed. No matter an ad’s production quality, viewers may turn away if they feel overburdened. But as an essential source of revenue for many online video services, ads seems here to stay. Ad...

NEW MARKETS BELONG TO THOSE WHO UNDERSTAND THEM

In late 2015 Netflix reported profits dropping in the United States but growing quickly internationally. Their global expansion was offsetting slow growth in the domestic market, but they faced multiple challenges as they headed into dozens of new markets at once. In some countries subscriptions...

Lazy Bones & Eyeballs (yet nothing to do with Halloween)

In 1950, Zenith ran full-page ads for their new Lazy Bones remote control. This new wonder gadget promised to “eliminate the sound from annoying TV commercials.” This dazzling new device threatened to sink the business model of the nascent broadcast television industry. If viewers can...

Streaming live sports is a hassle, so why is it so popular?

Go into a large electronics store and you’ll likely find rows of televisions tuned to sports channels because retailers know sports are among the most tantalizing content for an old-fashioned, "lean back" viewing experience on a wide screen. But how this sports content arrives at...

Password Sharing: Friend or Foe?

Susan, a mother in Portland, signs up for a subscription-based, video-on-demand service (SVOD) for her family. The next month, her eldest son Tommy goes off to college in Chicago and takes the password with him. In his first week, Tommy shares the password with his...