What Happened
ABC has relaunched its over-the-air streaming service, adding seven short-form, web-exclusive series and 38 shows from its back catalogue. The service will remain free and ad-supported. The relaunch also comes with an interface redesign for its iOS apps that improves content discovery and navigation, as well as expanding its local live streaming to 14 markets in a new pact with Hearst.
What Brands Need To Do
ABC is taking a decidedly different approach in building out its OTT streaming service than its broadcast competitors. Last year, CBS and NBC both launched their own subscription-based SVOD services, CBS All Access and Seeso, respectively, whereas the alphabet network is sticking with the ad-supported model. Regardless, all three networks share the same strategy of developing exclusive content for their streaming services in order to capture an audience that is shifting away from linear TV. For brands, this primarily means two things: One, brands should consider increasing ad buys on ad-supported streaming services. Two, brands need to develop branded content or work with content creators on brand integrations in order to reach viewers on ad-free services.
For more information on how brands can reach viewers on OTT platforms with ads or branded content, please check out the Appified TV section in our Outlook 2016.
Sources: Variety