04/22/14: Netflix ends Q1 with 48M global subs and $1B revenue, Oxygen revamps site with new digital slate, Facebook expected to reveal mobile ad network this month



CYNOPSISDIGITAL
04.22.14

Good morning. It’s Tuesday, April 22, 2014, and this is your first early morning digital briefing.

NEW PROGRAMMING + DEALS

Netflix ended the first quarter with 48 million global subscribers and $1 billion in streaming revenue. U.S. membership grew by 2.25 million to 35.7 million members, and in a statement to shareholders yesterday, Netflix forecast a lower growth rate of 0.11 more subs in Q2 due to the summer season. Netflix’s sights are surely set on its international growth, with global subs up 72 percent over Q1 2013. House of Cards Season 2 was obviously a winner for the service in Q1; Orange is the New Black Season 2 is the big release set for Q2 on June 6.

Oxygen redesigned its website to make room for a new slate of digital content and integrate social TV network Beamly. Oxygen.com will feature more full eps, weekly blogs, Twitter, Facebook and Instagram accounts from talent and casts. The new digital lineup includes: a companion series to Conversations with Legends called Sisterhood of Hip Hop, interactive nail-art series Nail’d it!, transmedia show Street Art Throwdown, and romance-gone-too-far reality show My Crazy Love.

Social video platform SnagFilms will premiere a new film each week for free on its site. The first flicks to hit SnagFilms.com will include Sundance Audience Award-winner Kinyarwanda along with Let Fury Have the Hour, Rabbit Fever and Remember Where You Are. The independent movies Magic Camp, RasTa: A Soul’s Journey, The Carrier, Until They are Home, Return from Tarawa and Spilt Milk will debut in May.

Discovery Communications is selling its site HowStuffWorks in a $45 million cash exchange with digital media company Blucora. Variety reports the deal will still allow Discovery to have access to the site’s video components and clients and will partner with Blucora for native-advertising opportunities. HowStuffWorks brings in more than 200 million page views a month, with 38 million monthly unique visitors. Discovery bought the site for $250 million just seven years ago.

CONTENT MEDIA

YouTube channel Official Comedy (200,000+ subs) launched a new series from Los Angeles comedy troupe The Midnight Show called Action Chefs. The show features two "celebrity chefs" on a cooking show, but matters get mixed up when they’re pulled into action-film parodies. The first two episodes premiered yesterday, with two additional eps hitting the channel on April 23, and the final two on April 30.

MOBILE ADVERTISING

Facebook is on the verge of unveiling a native mobile advertising network this month. ReCode reports FB will pitch ads to publishers and developers to take advantage of its one billion+ users. The social network announced in January it was experimenting with ways to sell ads on other apps – no surprise, since its mobile ads garnered $1.24 billion at the end of 2013 (with half coming from app-install ads, which Twitter recently launched as well). FB is expected to announce the new ad network at its F8 conference in San Francisco on April 30.


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MOBILE GAMING + APPS

Apple TV now includes TV Everywhere apps from A&E, History and Lifetime networks. The apps are free and ad-supported, and with free full eps, movies and exclusive clips from shows like Bates Motel, Storage Wars and Project Runway.

SOCIAL MEDIA

Kraft Macaroni and Cheese chose tech start-up Ditto Labs from a competition pool of more than 100 other start-ups to ramp up its social media strategy. Ditto Labs analyzes photos on social media and how people interact with them to come up with marketing strategies. The New York Times reports more than 500 million photos were uploaded with the brand and shared on Twitter, Tumblr and Instagram, which will be used by Kraft to better understand their own consumers as well as which other brands they like in order to identify affinities for partnerships and cross-merchandising. In the past, the Cambridge, Massachusetts company has worked with Cadillac, Coca-Cola, MLB and Michael Kors.

RESEARCH

A new study from TiVo Research shows large increases in commercial viewership that are not counted in the C3 metric. TiVo estimates that measuring viewing between Live+4 and Live+7 can increase commercial ratings by 5 to 17 percent – for Fox‘s American Idol, the difference between measuring out to 7 days past airtime versus 3 days adds up to $14.39 million dollars for a single season. "When you quantify the additional time-shifted viewership from days 4-7, it is clear that some networks are losing millions of dollars in potential revenue per program over the course of a single season," TiVo senior manager of media insights Alex Petrilli, tells Cynopsis.

OpenSlate Engagement Data for food/cooking channels, based on the engagement metric for the week ending4/20
Channel/(Engagement)/Monthly Views/Total Subs/SlateScore
CHOW
(9.0) / 736,080 / 140,932 /588
FastGoodCuisine
(8.4) / 1,175,280 / 98,170 /531
SaveurMagazine
(8.4) / 370,830 / 11,900 /453
The Official Hungry
(8.4) / 252,210 / 147,130 /551
RunnyRunny999
(8.4) / 592,260 / 283,320 /579
Asian Cooking Made Easy
(8.3) / 159,750 / 49,487 /478
FoodGloss
(8.1) / 525,660 / 55,960 /522
TasteMade
(8.1) / 893,850 / 298,964 /549
EZJapaneseCooking
(8.1) / 41,820 / 20,123 /402
BuzzFeedFood
(7.9) / 358,846 / 69,624 /521
Source: The Engagement metric is one of OpenSlate’s component scores, and is a measure of a producer’s ability to evoke meaningful interaction with their audience. It is calculated on a scale of 1 – 10 with higher being better. The OpenSlate Engagement score uses a subset of the data incorporated in the SlateScore to perform a set of unique calculations. It factors in views, comments, likes, and more.

Experian Marketing Services revealed 7.6 million U.S. internet users are cord-cutters, or those who don’t pay for a cable provider. That number translates into 6.5 percent of households, which is a 44 percent increase over the past three years. In addition, 12.4 percent of people 18-34 are waving goodbye to cable, a 57 percent rise. Instead, one in five households are using a high-speed broadband service along with Netflix and Hulu subscriptions.

NIELSEN TWITTER TV TOP TENfor the week of 4/14-20/2014
Program, Date,Unique Audience (000), Tweets (000)
30 for 30
(ESP), 4/173,395, 126
Scandal(ABC), 4/17,3,360, 697
Awkward.(MTV), 4/15,3,109, 193
Game of Thrones(HBO), 4/20,2,874, 102
WNBA Draft 2014(ESPN2), 4/14,2,297, 51
Dancing With the Stars(ABC), 4/14,1,809, 130
The Real Housewives of Atlanta(BRAVO), 4/20,1,806, 256
WWE Monday Night RAW(USA), 4/14,1,775, 199
The Voice(NBC) 4/14,1,703, 91
The Voice(NBC) 4/15,1,444, 55
Source: Nielsen SocialGuide. SocialGuide captures relevant Tweets from three hours before, during and three hours after an episode’s initial broadcast, local time. Unique Audience measures the audience of relevant Tweets ascribed to an episode from when the Tweets are sent until the end of the broadcast day at 5am. The data includes new/live primetime and late fringe episodes only and excludes sports events. Nielsen Twitter TV Ratings are only available for English-language U.S. Broadcast and Cable Networks


 A CYNOPSIS MESSAGE


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DIGITAL SPOTLIGHT OF THE DAY

HBO teased the final season of True Blood in a trailer released yesterday. Some of the show’s characters are back for the seventh season, but fan favorite (and hunk) Eric Northman (played by Alexander Skarsgard) was notably missing. True Blood returns June 22. Check out the trailer at www.cynopsis.com.

See you tomorrow,
Jessica Reese  @JMarieReese
04.22.14

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JOB OPENING: AD SALES MKTG/CNN/NY: Looking for seasoned mkting mgr, 5-8 yrs mkting exp. Build out creative, strategic cross platforms mkting plans for clients, supporting CNN. Resumes HERE (4/29)

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