HBO, Paramount, Comcast: Balancing FAST, Subscriptions, and Content Licensing Amidst CTV Shift
Former Head of Sales at FreeWheel
inpractise.com/articles/hbo-paramount-pluto-balancing-fast-subscriptions-and-content-licensing-amidst-ctv-shift
Former Head of Sales at FreeWheel
Interview Transcript
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What do you think about Max, Paramount Plus, and Pluto in terms of the quality of their content and exclusivity?
It's going to be interesting to see whether they decide to continue being direct-to-consumer, managing the subscription business and all that comes with it, or if they choose to leverage their good content. They might opt for free ad-supported TV. Most of them have a FAST channel now - free ad-supported streaming television - like Comcast with Xumo or Paramount with Pluto. They could take a barbell approach, licensing premium content to Netflix, Disney, or Amazon, while keeping the long-tail content for their FAST channel. Currently, they're experimenting with paywalls, but companies like NBCUniversal are already licensing top cinematic content from Universal Studios to others. They're taking a piece-by-piece approach, maximizing revenue for each content piece without keeping everything behind a paywall, making decisions on an ad hoc basis.
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