Pluribus Boosts Light Viewer Engagement Over The Morning Show
When it comes to understanding the value of programming on streaming, Netflix wrote the manual. One of their key metrics is "Adjusted View Share". Do at-risk subscribers overindex as viewers of a given title? If yes, adjust the value of that title upwards. After all, that cohort might have churned without it! With @AntennaData's Subscriber Views offering studios & creatives can now assess Adjusted View Share across the market. Let's look at a couple of my favorite shows of the past year on Apple TV: The Morning Show vs. Pluribus – In the month of its S4 premiere, 17% of The Morning Show Viewers were Light Viewers on Apple TV – In the month of its series premiere, 31% of Pluribus Viewers were Light Viewers on Apple TV Translation: a lot of Pluribus Viewers weren't otherwise engaged on Apple TV (relative to The Morning Show). Of course, TMS was a returning show, so you'd expect a higher returning fan base but, nonetheless, it's likely that Pluribus re-engaged or "saved" a higher proportion of Apple TV Subscribers.
Video Success Mirrors Audio's Catalog‑First Strategy
We used to think audio was all about the catalog, but it turns out that might be just as true when it comes to video... h/t @michaelbeach https://t.co/RhM8t8AN6c