How Inconsistent Reporting Hurts FAST Channels
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Allan McLennan: May I ask--give me a ballpark--about your audience size. Overall how many, how many viewers do you have on a daily or monthly basis?
Jeff Clanagan: That's an interesting question, and it's a data question. So here's one of the frustrations of having a FAST channel: My dashboard on Tubi gives me impressions and revenue, which is great because I can see the revenue every day. I can't tell you how big my artist is on Tubi. I can tell you I'm generating money and we're getting inmpressions. Now, if you go to my Pluto dashboard, I can tell you what my audience is on a daily basis, on a Monday. I can tell how many minutes they're watching. If I go to my Roku dashboard, it's giving me rankings and stuff like that. Every dashboard is different, and that's probably the biggest frustration for me. So I can't tel you how many people. I can tell you that last year when we were still building, we did over 3 billion minutes of a time. I could tell you on Pluto to the point exactly how many viewers we have, but I can't tell you necessarily all the raw data. I can give you some estimates and subs. Mike, I don't know if you have any input on it, but every platform, the way they are reporting, like with Pluto--even with Peacock, with revenue. I can't tell you how many numbers I've got.
Mike Green: Jeff, do you get more information back than if you had made the same channel and it sent it off to Comcast in the old model?
Jeff Clanagan: There you go.
Mike Green: I'm curious. Do you program the same virtual channel for all of those FAST partner platforms?
Jeff Clanagan: No.We have a channel, but I don't have the same content on every platform.
Mike Green: So that's where it gets interesting, is picking. And especially as you start having this greater direct-to-consumer relationship of your own, what you choose to put where, your windowing strategy, your programming and licensing strategy.
Jeff Clanagan: Exactly. And a lot of it is, I'm going to put my premium content where I've seen the most engagement and generated the most revenue. So I kind of keep that on our premium channels, but it's difficult because--and I'm sure this will resolve at some point--there's no uniform reporting across all these platforms.
Driven by the rise of connected TV, FAST is growing quickly in the U.S. and across the globe, according to Amagi Global FAST report analyzing 1200 channels
This potential for innovation and accessibility truly sets FAST platforms apart from both traditional over-the-air linear and on-demand streaming platforms. Over the coming years, we will increasingly see that impact as more device manufacturers and VOD platforms, both ad-supported and paid, enter the space, providing an ever more diverse set of curated and personalized linear channels to their users.
Hub Entertainment Research's Jon Giegengack discusses recent survey findings on ad-supported connected TV in this clip from Streaming Media Connect 2021.
With Tubi projecting $1 billion in revenue in 2021, smart TVs taking center stage, and the number and reach of FAST (Free Ad-Supported TV) channels growing rapidly, FAST's potential for engaging and drawing viewers at broadcast-like levels seems more likely than ever, predicts Xumo's Anthony Layser.