ONLINE VIDEO ROUND UP: Spotify Goes After Video, NBC Universal and Latin Video, Piracy, Ad Blocking Trends in LatAm


Join us at the 2017 Sports Marketing Forum.. The first day of #Portada17 (Sept. 13, 2017 in NYC) will be all about Sports Marketing and insights and best practices on how best to use sports content to connect with the exploding multicultural demographic!

A summary of this week’s most exciting news in online video in the U.S. and Latin American markets. If you’re trying to stay up-to-date with these constantly-evolving markets, look no further.

U.S./U.S. HISPANIC MARKET

spotifySPOTIFY BETS ON VIDEO: Spotify announced that it will be revealing an Android app as well as an iOS app by the end of next week. Can't say we're surprised, as the company's biggest competitors, like Facebook, YouTube and Snapchat, have embraced online video content.

MORE HISPANICS TUNING IN: A new comScore report shows that in 2015, NBC Universal's Hispanic Plus channel reached four-fifths of all Hispanic online video consumers. This means it reaches 14.8 million Hispanics between the age of 18 and 34, and 90% of all millennial Hispanic online video consumers. Univision Digital alone reaches 7.6 million Hispanics. Social media following on Facebook, Twitter and Instagram grew 60% in 2015, with a total of 10.6 million fans worldwide. In November 2015, Telemundo became the first ever Spanish-language television network to surpass the one million subscriber mark, receiving YouTube's Gold Button Award.

Providing further proof that everyone is betting on online video, tennis stars and man and wife Andre Agassi and Steffi Graf have invested in Unscriptd, a site re-launched last week that will promote videos filmed by athletes themselves. The idea is that the videos be personal, showing a different and real side of their everyday lives. Unscriptd was originally launched as a content provider for sports video clips in 2013.

FLASH DOOMED WHILE HTML5 BOOMS: This, along with other data collected about video streaming today, were released by Encoding.com recently in its 2016 Global Media Format Report. H.264 has 72% of all encoding activity worldwide, followed by WebM with 12%, and HEVC and Flash with 6%, respectively.

AD BLOCKING TRENDS: Video advertising platform Teads announced a global study detailing how people block ads, finding that 80% of those surveyed would consider installing an ad blocker if it would help them avoid or close an ad. Pop-ads are the most commonly-mentioned reason for installing an ad blocker, and 67% used ad blockers on Chrome, while 38% used Firefox. Interestingly, on mobile, users were 78% more likely to are Hispanic.

INSTAGRAM VIDEO ADS SELLING BIG: The company registered a CPM price increase from $5.21 to $7.20 between September and November 2015.  The Facebook owned company also said that it expects to top 1 billion monthly ad impressions on Instagram during the first quarter of 2016.

LATAM MARKET

PIRACY HUGE IN LATAM: Anti-piracy association Alianza piracyreleased a study of online video piracy in South America, developed by consulting firm NetNames and found that almost half of the 222.3 million Internet users had downloaded content from pirated content through cyberlockers (62.7 million unique users/month), peer-to-peer networks (46.1 million unique users/month) and IPTV streaming sites (8.8 million unique users/month).

 


Gretchen Gardner @gardnergretchen

Gretchen is a communications specialist and owner of GMG Strategic Communications. She currently lives in Buenos Aires, Argentina, where she works with Argentine and international ventures on shaping their content, branding and marketing strategies to position them for success in global markets. She is also a lover of all things information and has worked consistently in journalism since college, most recently as a writer at Portada and as the deputy editor of The Bubble, the first informal, English-language news portal in Buenos Aires. She hails from Washington, D.C. and has a bachelor's degree in history and Hispanic studies from Hamilton College as well as a master's in international relations from the Argentine university Universidad Torcuato Di Tella.
Gretchen is a communications specialist and owner of GMG Strategic Communications. She currently lives in Buenos Aires, Argentina, where she works with Argentine and international ventures on shaping their content, branding and marketing strategies to position them for success in global markets. She is also a lover of all things information and has worked consistently in journalism since college, most recently as a writer at Portada and as the deputy editor of The Bubble, the first informal, English-language news portal in Buenos Aires. She hails from Washington, D.C. and has a bachelor's degree in history and Hispanic studies from Hamilton College as well as a master's in international relations from the Argentine university Universidad Torcuato Di Tella.

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