This weeks Future of TV Briefing aims to define a few of the key terms that may cause confusion when discussing it, streaming and digital video industry.
The continuing future of TV, defined
This past year, we published a glossary of terms that folks in it, streaming and digital video industry use and, often, misuse. Per year later, a lot of those terms continue being used and, unfortunately, misused. So we have been republishing the guide with several new additions for 2022 that seek to head off any future confusion in conversations concerning the Future of TV.
What it means: Connected TV
What it identifies: TV screens which are connected to the web. This could be the smart TV using its own built-in operating-system or perhaps a regular, dumb TV installed to an internet-connected device as an Apple TV box, Roku streaming stick or Chromecast dongle. The main point is that CTV concerns it as a tool by which people stream services like Netflix and Disney+ it isn’t synonymous with streaming.
How exactly to utilize it: To make reference to it screen being an internet-connected device or even to make reference to the audiences, programming or ads which are accessed via an internet-connected TV screen. Consider CTV to function as TV industrys analogue to the mobile industrys smartphone.
Example sentence:I dont desire to watch House of Dragons on my laptop, so Ill stream it through HBO Maxs CTV app.
What it means: Outrageous
What it identifies: The technique of distributing Television shows beyond or, outrageous of a cable box or satellite dish. At the very least that was the initial definition. This acronym was introduced to spell it out TV networks making their programming on their websites along with other digital properties. Eventually, that included Hulu, that was among the pioneering streaming services and likely a significant reason OTT is becoming synonymous with streaming and conflated with CTV.
How exactly to utilize it: Dont. Repeat: Usually do not utilize this acronym. Please. OTT was fine for a while, but that point has passed. As stated above, OTT is becoming synonymous with streaming, so lets just say streaming instead. This way our relatives and buddies members will know very well what the hell were discussing.
Example sentence: Remember whenever we used to state OTT? Im so glad most of us just say streaming now.
What it means: Free, ad-supported streaming TV
What it identifies:Streaming properties that resemble linear TV by carrying channels that air 24/7 predicated on a collection programming schedule, are for sale to free and show ads that interrupt the programming.
How exactly to utilize it:To make reference to the subsection of the ad-supported streaming market that mimics pre-DVR broadcast TV. The word FAST could be put on the services themselves or even to individual 24/7 channels that the services carry.
Example sentence: I dont feel just like figuring out what things to watch. Just placed on an easy cooking channel so we are able to start eating.
What it means: Ad-supported video on demand
What it identifies:Video programming, such as for example Television shows and movies, which can be accessed anytime, can be found either free of charge or perhaps a fee and carry ads that play before, during and/or following the program. AVODs distinguishing aspect is that programming can be acquired on demand instead of requiring visitors to listen in at confirmed time.
How exactly to utilize it:Carefully. Prior to the rise of FAST services, AVOD was effectively synonymous with ad-supported streaming. Then FAST services arrived and split the ad-supported streaming market into two sides much like how traditional TV has linear channels and programming on demand.
However the line between AVOD and FAST is blurring.
Plenty of FAST services, such as for example ViacomCBSs Pluto TV, have added programming that’s available on-demand and carries ads. Meanwhile, originally AVOD services like Amazons IMDb TV and Rokus The Roku Channel have added FAST channels alongside their on-demand programming libraries. In a nutshell, only use AVOD when discussing a subsection of the ad-supported streaming market to be able to differentiate from the FAST subsection. If the distinction is unnecessary, choose the umbrella term ad-supported streaming.
Example sentence: Im only thinking about buying AVOD inventory because I figure those viewers will be attending to when my ad airs.
What it means: Television
What it identifies:1) The large screen(s) in peoples homes by which they watch video programming, which range from live sports to sitcoms to movies to clips of cats. 2) The video programming that folks watch on screens, including, however, not limited by, the large screen(s) within their homes.
How exactly to utilize it:To reflect the convergence between traditional TV and streaming. In case a little bit of programming could be watched on a TV screen, then its TV. A person who watches a bit of programming or an ad on TV is really a TV viewer. An ad that plays on a TV screen is really a TV ad.
Admittedly, expanding TV beyond the original definition will take the time, especially with TikTok having a CTV app in order that short-form video may also be considered TV. Butif last years upfront negotiations are any indication, that broader meaning is gaining traction, especially with digital video platforms like YouTube rivaling Netflixs TV watch time.
Example sentence: Im gonna go watch TV now.
What it identifies: The measurement metric(s) used because the basis for transactions between ad buyers and sellers. Historically, it has described Nielsens Gross Ratings Point metric that gauges just how many people could have seen a brands ad on TV, nonetheless it can also connect with other styles of measurement. For instance, since Google sells search ads on a cost-per-click basis, clicks will be the currency for search advertising.
How exactly to utilize it: To make reference to measurements strictly whenever a measurement may be the metric dictating how much cash is usually to be exchanged between advertisers and media companies or tech platforms.
Example sentence: I dont care just how many people saw my ad. I care just how many people purchased my product after seeing my ad, so lets use sales lift because the currency because of this campaign.
What it identifies: Videos which are 10 minutes or shorter long and published on vertical video platforms like TikTok, Instagram Reels and YouTube Shorts generally. If that sounds incorrect, thats understandable. So lets spend lots of time discussing the group of videos which are said to be concise.
For a long time, short-form described videos which were shorter than half-hour TV episodes and typically meant 10-minute-or-less YouTube videos. Then YouTube creators started making 10- to 20-minute-long videos, which begat the word mid-form video. Then Snapchat created market for sub-10-minute-long vertical videos, and TikTok shrunk the marketplace a lot more with sub-60-second-long vertical videos.
Because nothing can ever be so straightforward, TikTok and Instagram have already been blurring this is of short-form video by extending TikTok video lengths to 10 minutes and Reels to 15 minutes. But instead than saying, Screw it. Its all video and sacrificing any shorthand for delineating among different video formats, lets stick to the historical 10-minute marker and add the vertical format as a filter
How exactly to utilize it: With context. If it isnt already clear, short-form is really a relative term. A TV or streaming show producer may consider any YouTube video to be short-form, whereas a TikTok creator may consider any YouTube video to be long-form. So instead of utilize the term short-form video alone, its good to cite a good example simultaneously.
Example sentence: Our short-form video strategy at this time is cutting clips from our Television shows and YouTube videos and reformatting them vertically to create to TikTok.
What it identifies: Videos which are greater than a minute long and published on horizontal video platforms like YouTube, Facebook and streaming services. Basically any video that doesnt qualify as short-form video.
As stated above, for a long time long-form video implicitly meant TV-length or longer videos. But platforms like Vine, Snapchat and TikTok have pulled at another end of the video spectrum to create 10-minute-long videos feel relatively long. Plus some TikTok creators even consider plus-60-second-long videos to be long-form. That type of delineation is reinforced by YouTubes TikTok clone Shorts capping video lengths at 60 seconds, implying that YouTube considers 60 seconds to function as threshold between short-form and not-short-form, which well call long-form (at the very least for the present time).
How exactly to utilize it: With context. Same with short-form video, that is different then long-form video.
Example sentence: My long-form video strategy is stitching together a lot of my TikToks into one video and zooming directly into fill the screen horizontally so that they appear to be an episodic TV or YouTube show.
What weve heard
The thing that has been never handled within the last [Writers Guild of America] negotiation, because nobody wished to shut down the business enterprise, was they never handled the residuals issue. That scares me a bit. Thatll be [an issue] in 2023.
Traditional TVs overexposure issue
Streaming services catch lots of flak for showing people exactly the same ad again and again. But traditional TV also offers an issue with overexposing audiences to ads.
In accordance with measurement firm Samba TVs HAWAII of Viewership report, almost all ads that aired on traditional TV in the initial quarter of 2022 only reached roughly 1 / 2 of U.S. households.