1 00:00:07,160 --> 00:00:10,720 Speaker 1: Welcome to Strictly Business, Variety's weekly podcast featuring conversations with 2 00:00:10,760 --> 00:00:13,680 Speaker 1: industry leaders about the business of media and entertainment. I'm 3 00:00:13,680 --> 00:00:17,520 Speaker 1: Tyler Aquallina with Variety Intelligence Platform. Today's episode is all 4 00:00:17,520 --> 00:00:19,880 Speaker 1: about the connected TV AD market, that segment of the 5 00:00:19,880 --> 00:00:23,080 Speaker 1: digital advertising business that includes almost all streaming video ads, 6 00:00:23,239 --> 00:00:25,680 Speaker 1: as well as advertising on the smart TV interfaces many 7 00:00:25,720 --> 00:00:29,080 Speaker 1: of us use every day. The CTV market is expanding rapidly, 8 00:00:29,200 --> 00:00:31,960 Speaker 1: but it's also facing some major growing pains. The digital 9 00:00:32,000 --> 00:00:35,880 Speaker 1: ad pipelines remain complicated and often confusing. Amazon Prime Video 10 00:00:35,920 --> 00:00:38,599 Speaker 1: recently brought a flood of new inventory to market, depressing 11 00:00:38,640 --> 00:00:42,040 Speaker 1: ad prices. And then there's YouTube, which is increasingly dominating 12 00:00:42,080 --> 00:00:44,680 Speaker 1: TV screens as well as mobile, making it difficult for 13 00:00:44,720 --> 00:00:47,440 Speaker 1: other players to compete for viewers and ad dollars. There's 14 00:00:47,440 --> 00:00:49,400 Speaker 1: a lot to discuss, and today's guest will get into 15 00:00:49,440 --> 00:00:51,720 Speaker 1: all of it. Dave Bernath is General manager of The 16 00:00:51,720 --> 00:00:54,800 Speaker 1: America's at World, a subsidiary of appleven that helps connect 17 00:00:54,840 --> 00:00:58,040 Speaker 1: streaming content owners and advertisers. Dave began his career in 18 00:00:58,040 --> 00:00:59,800 Speaker 1: the cable TV business, but now he has a front 19 00:00:59,840 --> 00:01:01,720 Speaker 1: row seat to the changes playing out in the streaming 20 00:01:01,760 --> 00:01:04,840 Speaker 1: TV space. He's an expert in content strategy as well 21 00:01:04,840 --> 00:01:07,120 Speaker 1: as the fast space that's free ed support and streaming 22 00:01:07,160 --> 00:01:09,720 Speaker 1: TV and the perfect guest to break down this complex 23 00:01:09,720 --> 00:01:13,640 Speaker 1: but vitally important business. All Right, Dave Brenath, the general 24 00:01:13,680 --> 00:01:20,640 Speaker 1: manager for the Americas at World. Welcome to the podcast, Dave, So, 25 00:01:21,360 --> 00:01:23,759 Speaker 1: I do want to start off by talking a little 26 00:01:23,760 --> 00:01:27,080 Speaker 1: bit about what World does and your place in the 27 00:01:27,880 --> 00:01:31,080 Speaker 1: obviously very complex connected TV landscape. Can you tell us 28 00:01:31,160 --> 00:01:32,560 Speaker 1: just a bit about what you guys do? 29 00:01:33,480 --> 00:01:34,680 Speaker 2: Sure? Yeah. 30 00:01:34,720 --> 00:01:39,480 Speaker 3: World is really the power the tech behind a lot 31 00:01:39,520 --> 00:01:44,040 Speaker 3: of streaming channels and programmatic advertising across CTV. So think 32 00:01:44,040 --> 00:01:47,840 Speaker 3: of big brands like A and E Networks or Bloomberg 33 00:01:47,960 --> 00:01:52,920 Speaker 3: or Scripts with Ion, and then endpoints like Samsung and 34 00:01:53,080 --> 00:01:56,160 Speaker 3: LG and Pluto. We power those channels that are on 35 00:01:56,200 --> 00:02:00,400 Speaker 3: those services. Really thousands of channels globally across you know, 36 00:02:00,520 --> 00:02:04,000 Speaker 3: hundreds of endpoints, and that means you're talking about literally 37 00:02:04,040 --> 00:02:07,800 Speaker 3: billions of hours of viewing every month and across that footprint, 38 00:02:07,800 --> 00:02:11,680 Speaker 3: then giving our advertising partners access to really over ninety 39 00:02:11,720 --> 00:02:14,600 Speaker 3: billion of als a month. So we're we're a key 40 00:02:14,919 --> 00:02:20,200 Speaker 3: technology provider across the ad supported streaming space. And we're 41 00:02:20,240 --> 00:02:23,440 Speaker 3: also fortunate to be owned by a company called app Lovin, 42 00:02:23,560 --> 00:02:28,240 Speaker 3: who's a dominant player in the mobile performance marketing ecosystem, 43 00:02:28,720 --> 00:02:30,400 Speaker 3: and we sort of act as their streaming arm. 44 00:02:30,440 --> 00:02:31,720 Speaker 2: They brought us a number of years ago. 45 00:02:31,760 --> 00:02:34,600 Speaker 3: They're a great owner and together we have sort of 46 00:02:34,639 --> 00:02:37,200 Speaker 3: a you know, a robust innovation culture which is kind 47 00:02:37,200 --> 00:02:40,480 Speaker 3: of there in their DNA, and so it's exciting to 48 00:02:40,600 --> 00:02:42,120 Speaker 3: be in the space we're in and also to have 49 00:02:42,200 --> 00:02:45,880 Speaker 3: the backing of ownership like app love and yeah. 50 00:02:45,720 --> 00:02:46,320 Speaker 2: Yeah, for sure. 51 00:02:46,880 --> 00:02:48,560 Speaker 1: So it sounds like you guys have have a pretty 52 00:02:48,720 --> 00:02:51,240 Speaker 1: you know, up close view to you know, what's going 53 00:02:51,240 --> 00:02:55,200 Speaker 1: on in the streaming space and the streaming advertising space specifically, 54 00:02:56,200 --> 00:02:58,160 Speaker 1: and you know that space really seems to be poised 55 00:02:58,160 --> 00:03:01,320 Speaker 1: at a transformative moment right now. What are some of 56 00:03:01,320 --> 00:03:04,079 Speaker 1: the big picture questions that the industry has been grappling 57 00:03:04,080 --> 00:03:07,320 Speaker 1: with recently based on the conversations that you've been having. 58 00:03:08,120 --> 00:03:10,280 Speaker 3: Yeah, I mean, I think at the highest level, if 59 00:03:10,280 --> 00:03:15,160 Speaker 3: we're being very simplistic about it, historically, money usually follows 60 00:03:15,200 --> 00:03:18,560 Speaker 3: the audience from platform to platform, and we're in a 61 00:03:18,639 --> 00:03:21,240 Speaker 3: lag right. I don't know what the exact numbers are. 62 00:03:21,280 --> 00:03:24,960 Speaker 3: I've seen graphs from Evan Shapiro and other people that 63 00:03:25,480 --> 00:03:27,000 Speaker 3: you know, and we have the Nielsen. 64 00:03:26,639 --> 00:03:28,919 Speaker 2: Gauge, but roughly, let's call it. 65 00:03:29,400 --> 00:03:32,240 Speaker 3: You know, ten to fifteen percent of television ad spend 66 00:03:32,280 --> 00:03:36,440 Speaker 3: is in the streaming space, but forty five and growing 67 00:03:36,520 --> 00:03:39,920 Speaker 3: percent of the viewership is in streaming, So there's a 68 00:03:39,960 --> 00:03:43,640 Speaker 3: really big imbalance. So at the highest level, that kind 69 00:03:43,680 --> 00:03:45,400 Speaker 3: of is the beginning and the end of the discussion. 70 00:03:45,480 --> 00:03:48,040 Speaker 3: What are the things that need to happen to get 71 00:03:48,080 --> 00:03:50,600 Speaker 3: that money to move to where the audience already is. 72 00:03:52,000 --> 00:03:54,480 Speaker 3: So I think that's probably it's probably worth pausing after 73 00:03:54,560 --> 00:03:57,000 Speaker 3: that comment because that's kind of that kind of is 74 00:03:57,000 --> 00:03:59,200 Speaker 3: the is the overarching theme. There's a lot of things 75 00:03:59,240 --> 00:04:02,840 Speaker 3: inside of that, but I think that that is that, 76 00:04:02,920 --> 00:04:04,880 Speaker 3: you know, that's certainly the main point. 77 00:04:05,760 --> 00:04:08,880 Speaker 1: Yeah, well, what does need to happen for that? You know, what, 78 00:04:09,040 --> 00:04:11,640 Speaker 1: in your opinion, are some of the things that would 79 00:04:11,640 --> 00:04:15,480 Speaker 1: help to you know, help the industry move to a 80 00:04:15,520 --> 00:04:19,000 Speaker 1: more to a space that you know, more adequately represents 81 00:04:19,000 --> 00:04:20,440 Speaker 1: where the viewership is actually going. 82 00:04:21,000 --> 00:04:24,080 Speaker 3: Yeah, I think, you know, a common currency around measurement 83 00:04:24,320 --> 00:04:27,960 Speaker 3: and standardization is definitely an issue we all, you know, 84 00:04:28,960 --> 00:04:31,640 Speaker 3: groaned about Nielsen forever, and I come from the cable 85 00:04:31,680 --> 00:04:34,919 Speaker 3: TV business by background, But as imperfect as the currency was, 86 00:04:34,960 --> 00:04:39,919 Speaker 3: it was a currency, g RPS, you know, Nielsen Ratings Share. 87 00:04:40,000 --> 00:04:44,480 Speaker 3: All these kind of basic fundamental building blocks of measuring 88 00:04:44,560 --> 00:04:49,159 Speaker 3: audiences were there, agreed upon, transacted upon. We don't have 89 00:04:49,279 --> 00:04:54,279 Speaker 3: that in CTV. And so every year I see the panels, 90 00:04:54,320 --> 00:04:58,320 Speaker 3: Everyone talks about collaboration, everyone talks about getting there, but 91 00:04:59,160 --> 00:05:01,919 Speaker 3: I'm still waiting to significant movement in that regard, and 92 00:05:01,960 --> 00:05:05,600 Speaker 3: that that's certainly needed because planners need to be able 93 00:05:05,640 --> 00:05:09,160 Speaker 3: to measure cross platform and buy across the ecosystem in 94 00:05:09,200 --> 00:05:13,799 Speaker 3: a consistent fashion rather than you know, buy multiple campaigns 95 00:05:13,800 --> 00:05:16,800 Speaker 3: instead of various walled gardens with different metrics and first 96 00:05:16,880 --> 00:05:21,039 Speaker 3: party reporting, et cetera. So I really hope with ib's 97 00:05:21,120 --> 00:05:24,800 Speaker 3: leadership and everyone's saying the right thing that that will 98 00:05:24,800 --> 00:05:27,280 Speaker 3: start to move in that direction. 99 00:05:27,320 --> 00:05:29,360 Speaker 2: But I certainly certainly measurements. It is a big one. 100 00:05:30,520 --> 00:05:32,960 Speaker 1: Yeah, what about you know, the I think we hear 101 00:05:33,000 --> 00:05:36,599 Speaker 1: a lot about how how complicated the CTV marketplaces are. 102 00:05:37,200 --> 00:05:39,839 Speaker 1: You know, is that an issue that continues to be 103 00:05:39,839 --> 00:05:41,599 Speaker 1: a headache for for the key players? 104 00:05:42,120 --> 00:05:44,480 Speaker 3: Yeah, I think you're right. You know, if you look 105 00:05:44,520 --> 00:05:46,440 Speaker 3: at a loom escape charter. It can be a little 106 00:05:46,480 --> 00:05:50,359 Speaker 3: mind numbing across all the different DSPs and SSPs and 107 00:05:50,480 --> 00:05:53,680 Speaker 3: d MPs and other providers that are part of the 108 00:05:54,440 --> 00:05:56,719 Speaker 3: programmatic ad stack, if you will. 109 00:05:57,000 --> 00:06:00,800 Speaker 2: And you obviously have big players like the tra A Desk. 110 00:06:00,760 --> 00:06:04,599 Speaker 3: You know, but where buyers can buy you know, across 111 00:06:05,000 --> 00:06:07,640 Speaker 3: various platforms, and we have the Roku Amazon announcement. But 112 00:06:08,160 --> 00:06:10,760 Speaker 3: it's just so much more complicated, you know, than it 113 00:06:10,839 --> 00:06:15,880 Speaker 3: is in legacy television. I know, I'm not an expert 114 00:06:16,040 --> 00:06:18,640 Speaker 3: on on you know, on these various pieces. I just 115 00:06:18,640 --> 00:06:20,360 Speaker 3: know enough to be dangerous and to try to help 116 00:06:20,440 --> 00:06:23,320 Speaker 3: us grow our business. And we certainly are in the 117 00:06:23,360 --> 00:06:26,880 Speaker 3: solutions business. So world's really focused on how to make 118 00:06:27,880 --> 00:06:31,480 Speaker 3: any part of this ecosystem more efficient, more optimized, more 119 00:06:31,600 --> 00:06:34,640 Speaker 3: more understandable, more you know, transactable. 120 00:06:35,800 --> 00:06:39,680 Speaker 2: But but it is very complicated. I was at. 121 00:06:39,520 --> 00:06:42,120 Speaker 3: A I think it was maybe the Ad Club of 122 00:06:42,160 --> 00:06:44,479 Speaker 3: New York, or maybe it was an IV event. But 123 00:06:44,640 --> 00:06:47,400 Speaker 3: some some luminary got have made a quip about how, 124 00:06:47,839 --> 00:06:49,960 Speaker 3: you know, we the collective we had kind of blown 125 00:06:49,960 --> 00:06:52,960 Speaker 3: it with the first you know, sort of chapters of 126 00:06:53,000 --> 00:06:55,240 Speaker 3: how CTV had been created and we need to kind 127 00:06:55,279 --> 00:06:56,640 Speaker 3: of undo and rebuild a little bit. 128 00:06:56,640 --> 00:06:59,040 Speaker 2: And I thought that was kind of funny. Interesting. 129 00:07:00,200 --> 00:07:03,520 Speaker 1: So then you say, world's kind of focused on you know, solutions. 130 00:07:03,680 --> 00:07:06,920 Speaker 1: What are some of the strategies that you guys are 131 00:07:06,920 --> 00:07:08,680 Speaker 1: looking at to help with that process. 132 00:07:09,560 --> 00:07:11,040 Speaker 2: Yeah, I'll give you a perfect example. 133 00:07:11,200 --> 00:07:14,840 Speaker 3: You know, you might think that in a digital age 134 00:07:14,840 --> 00:07:16,760 Speaker 3: because obviously at a high level, right, what makes c 135 00:07:16,920 --> 00:07:20,040 Speaker 3: TV so exciting, Well, what makes it so exciting is 136 00:07:20,040 --> 00:07:25,120 Speaker 3: that it's a digital delivery method that brings to television 137 00:07:25,400 --> 00:07:27,600 Speaker 3: some of the capabilities that have worked on the webin 138 00:07:27,640 --> 00:07:30,640 Speaker 3: and mobile right in terms of targeting. And you know, 139 00:07:30,720 --> 00:07:32,320 Speaker 3: you're going to see a different ad than I will 140 00:07:32,360 --> 00:07:34,560 Speaker 3: because you live somewhere different. I'll see the Tri State 141 00:07:34,640 --> 00:07:38,160 Speaker 3: FOD dealership, You'll see the southern California Ford dealership, assuming 142 00:07:38,200 --> 00:07:41,160 Speaker 3: that you might be in LA and on and on 143 00:07:41,200 --> 00:07:46,800 Speaker 3: and on, right, And so that's super exciting. And you 144 00:07:46,800 --> 00:07:50,440 Speaker 3: would think that the signals that are flowing through the ecosystem, 145 00:07:50,560 --> 00:07:54,040 Speaker 3: like what's the genre of the show that's playing right now, 146 00:07:54,560 --> 00:07:59,040 Speaker 3: would be consistent and easily you know, pass through the bidstream. 147 00:07:59,480 --> 00:07:59,880 Speaker 2: It isn't. 148 00:08:01,200 --> 00:08:03,560 Speaker 3: Folks have got you know, maybe not great systems that 149 00:08:03,600 --> 00:08:06,280 Speaker 3: manage their content. You know, it's been moved to digital, 150 00:08:06,320 --> 00:08:09,000 Speaker 3: but certain things were never created in the first place, 151 00:08:09,160 --> 00:08:11,680 Speaker 3: or spellings are different as the whole can of worms's 152 00:08:11,720 --> 00:08:14,120 Speaker 3: about something as simple as what is the genre of 153 00:08:14,200 --> 00:08:18,000 Speaker 3: the program that you're watching. And so at Whirl we 154 00:08:18,080 --> 00:08:20,680 Speaker 3: have the ability because we're very content centric. We power 155 00:08:20,760 --> 00:08:23,520 Speaker 3: fast channels, we work with content, we spin up all 156 00:08:23,520 --> 00:08:24,600 Speaker 3: these channels globally. 157 00:08:25,160 --> 00:08:26,640 Speaker 2: We have the tools to be able. 158 00:08:26,440 --> 00:08:30,520 Speaker 3: To, for example, normalize genre metadata across streams so that 159 00:08:30,920 --> 00:08:33,439 Speaker 3: the buyer is able to count on gaining a consistent 160 00:08:34,360 --> 00:08:37,600 Speaker 3: information in order to buy across say news or you know, 161 00:08:37,760 --> 00:08:41,240 Speaker 3: or sports or drama or something like that. So that's 162 00:08:41,240 --> 00:08:42,840 Speaker 3: a big thing that we do, like we can help 163 00:08:43,160 --> 00:08:46,840 Speaker 3: improve and normalize metadata, and I think that speaks to 164 00:08:46,880 --> 00:08:49,160 Speaker 3: what I would say would be sort of our core 165 00:08:49,240 --> 00:08:53,439 Speaker 3: competency is that our supply and our ability to enhance 166 00:08:53,559 --> 00:08:58,760 Speaker 3: supply with sharper signals, whether that's brand safety, whether that's 167 00:08:58,960 --> 00:09:02,280 Speaker 3: brand discoveries, you know, emotional contextual targeting, which I'm sure 168 00:09:02,280 --> 00:09:05,800 Speaker 3: we'll talk about, which is super cool because that that's 169 00:09:05,800 --> 00:09:08,360 Speaker 3: really going to help, right is because if the signal 170 00:09:08,440 --> 00:09:11,600 Speaker 3: is unclear, then people can't buy what they want to buy. 171 00:09:11,760 --> 00:09:14,040 Speaker 3: And so you know, we're sort of in the supply 172 00:09:14,240 --> 00:09:18,080 Speaker 3: enhancement signal business in many ways on the ad side, 173 00:09:18,480 --> 00:09:20,960 Speaker 3: and I'm really excited about what we're able to add 174 00:09:20,960 --> 00:09:22,600 Speaker 3: to the to the situation there. 175 00:09:23,440 --> 00:09:26,720 Speaker 1: Yeah, yeah, you know, I'm curious, how has the kind 176 00:09:26,760 --> 00:09:30,440 Speaker 1: of the increases in supply in the streaming ad space recently, 177 00:09:31,080 --> 00:09:33,600 Speaker 1: you know, how is that impacting things? Obviously, Amazon Prime 178 00:09:33,720 --> 00:09:36,640 Speaker 1: Video launched advertising recently and there's been a lot of 179 00:09:36,720 --> 00:09:39,400 Speaker 1: chatter about how that's kind of flooded the market with 180 00:09:39,400 --> 00:09:41,280 Speaker 1: with supply. You know, what's been the impact of that 181 00:09:41,400 --> 00:09:43,080 Speaker 1: from from your perspective. 182 00:09:43,920 --> 00:09:47,280 Speaker 3: You know, just downward pressure own CPMs to put it simply, 183 00:09:48,000 --> 00:09:49,920 Speaker 3: you know, and you know, like I said, I come 184 00:09:49,920 --> 00:09:51,640 Speaker 3: from the TV business, so I'm not like I'm not 185 00:09:51,679 --> 00:09:54,600 Speaker 3: a legacy like display or web guy, but I know 186 00:09:54,679 --> 00:09:57,240 Speaker 3: enough about that space to know that in some ways 187 00:09:57,240 --> 00:09:59,880 Speaker 3: that has become a race to the bottom with endless 188 00:09:59,880 --> 00:10:03,880 Speaker 3: and depressions and smaller and smaller rates. God forbid, we 189 00:10:03,960 --> 00:10:07,080 Speaker 3: let that happen to CTV because it is the largest 190 00:10:07,120 --> 00:10:10,360 Speaker 3: scream in the household. These are non skippable units, you know, 191 00:10:10,400 --> 00:10:13,120 Speaker 3: the time spent on of people's eyeballs on the glass 192 00:10:13,160 --> 00:10:16,199 Speaker 3: when an AD plays is unbelievable compared to mobile and web. 193 00:10:16,880 --> 00:10:19,320 Speaker 3: Now we add on the layer of digital targeting. CPMs 194 00:10:19,320 --> 00:10:23,959 Speaker 3: should be you know, macroeconomic conditions notwithstanding, they should be 195 00:10:24,000 --> 00:10:27,760 Speaker 3: healthy and growing. And I think people say this at 196 00:10:27,760 --> 00:10:29,880 Speaker 3: every cocktail party. It can right, It's like, you know, 197 00:10:29,960 --> 00:10:32,199 Speaker 3: the downward pressure on CPMs is very concerning. 198 00:10:32,320 --> 00:10:38,200 Speaker 1: So just to clarify, CPMs are this this AD standard 199 00:10:38,360 --> 00:10:41,920 Speaker 1: that's cost per meal, that's the cost for delivering a 200 00:10:42,000 --> 00:10:42,720 Speaker 1: thousand views. 201 00:10:44,760 --> 00:10:48,640 Speaker 3: Yeah, to my earlier macro point, the audience is growing, so, 202 00:10:48,880 --> 00:10:52,000 Speaker 3: you know, and the demand has been you know, has 203 00:10:52,040 --> 00:10:54,760 Speaker 3: not followed. So then you throw on top of that, 204 00:10:55,000 --> 00:11:00,400 Speaker 3: you know, increased supply, more viewership, more potential impression, but 205 00:11:00,600 --> 00:11:03,440 Speaker 3: a lot of money that's not already there, you know. 206 00:11:03,600 --> 00:11:05,960 Speaker 3: I mean, so we're not really poised to take advantage 207 00:11:06,000 --> 00:11:10,360 Speaker 3: of the growing audience at the moment, which is obviously 208 00:11:10,360 --> 00:11:13,440 Speaker 3: another factor that's going to hurt us, you know on CPM. 209 00:11:13,640 --> 00:11:17,880 Speaker 3: So and then the sort of economic uncertainty around the 210 00:11:18,240 --> 00:11:22,960 Speaker 3: economy is an additional probably drag on the situation. 211 00:11:23,760 --> 00:11:27,240 Speaker 1: Yeah, as has that been you know, the focus of 212 00:11:27,280 --> 00:11:29,360 Speaker 1: a lot of conversations you've been having recently. The kind 213 00:11:29,360 --> 00:11:31,880 Speaker 1: of uncertainty in the economic climate right now. 214 00:11:32,800 --> 00:11:35,480 Speaker 3: I would say from what I'm hearing from our teams 215 00:11:35,520 --> 00:11:38,280 Speaker 3: is that, you know, people say it, but we're not 216 00:11:38,360 --> 00:11:41,280 Speaker 3: really seeing it turn up too much in the business yet. 217 00:11:41,440 --> 00:11:43,880 Speaker 2: And I think maybe what I just said is true 218 00:11:43,880 --> 00:11:44,400 Speaker 2: for everything. 219 00:11:44,520 --> 00:11:47,440 Speaker 3: The stock market, you know, unemployment, everything's just kind of 220 00:11:47,480 --> 00:11:50,480 Speaker 3: still the quote the same. What we all feel like, 221 00:11:51,200 --> 00:11:55,080 Speaker 3: there's these larger shifts happening that could turn south. So 222 00:11:56,559 --> 00:11:58,640 Speaker 3: you know Q four will be the big question mark, 223 00:11:58,720 --> 00:12:02,000 Speaker 3: right because that is such a big quarter for everybody, 224 00:12:02,600 --> 00:12:04,720 Speaker 3: you know, we have we don't have the political year 225 00:12:05,160 --> 00:12:08,839 Speaker 3: that we had last year, so you know, that'll probably 226 00:12:08,840 --> 00:12:11,320 Speaker 3: that'll be the ultimate verdict probably on twenty twenty five, 227 00:12:11,400 --> 00:12:12,480 Speaker 3: is what happens in Q four. 228 00:12:13,400 --> 00:12:13,640 Speaker 2: Yeah. 229 00:12:13,880 --> 00:12:18,000 Speaker 1: Yeah, So let's shiftgures a little bit. You know, the 230 00:12:18,280 --> 00:12:22,200 Speaker 1: the rise of YouTube on connected TVs has been a 231 00:12:22,200 --> 00:12:25,160 Speaker 1: big topic of discussion recently. I mean really it's been 232 00:12:25,440 --> 00:12:27,760 Speaker 1: an ongoing thing for a long time, but the amount 233 00:12:27,800 --> 00:12:31,520 Speaker 1: of press attention on it has kind of multiplied more recently, 234 00:12:32,960 --> 00:12:35,000 Speaker 1: you know, and I know you just did a presentation 235 00:12:35,040 --> 00:12:38,600 Speaker 1: on this recently at the stream TV show. So what 236 00:12:38,600 --> 00:12:41,800 Speaker 1: we're seeing is consumers spending more time with YouTube on 237 00:12:42,240 --> 00:12:45,160 Speaker 1: big screens. Basically, you know, what are some of the 238 00:12:45,240 --> 00:12:48,160 Speaker 1: key trends that have driven this this shift in consumption. 239 00:12:49,200 --> 00:12:51,400 Speaker 3: Yeah, well, I think, I mean, I can talk about 240 00:12:51,400 --> 00:12:53,800 Speaker 3: this subject for a while because it's so fascinating to 241 00:12:53,840 --> 00:13:00,839 Speaker 3: me on many levels. I think people we'd all probably 242 00:13:00,880 --> 00:13:04,080 Speaker 3: agree that it's been a big surprise, and that you know, 243 00:13:04,120 --> 00:13:06,400 Speaker 3: when we think of YouTube as an app on CTV, 244 00:13:06,679 --> 00:13:09,760 Speaker 3: if we're going back five six years, you know, we 245 00:13:09,800 --> 00:13:11,320 Speaker 3: think of it as kind of a utility. 246 00:13:11,360 --> 00:13:13,840 Speaker 2: It's not really an entertainment destination. You know, of course 247 00:13:13,880 --> 00:13:14,360 Speaker 2: it's there. 248 00:13:14,240 --> 00:13:18,559 Speaker 3: Because everyone's got to get an app everywhere, right, and 249 00:13:18,559 --> 00:13:22,240 Speaker 3: and no economic arrangements with the platform to participate at 250 00:13:22,240 --> 00:13:24,240 Speaker 3: that time. But maybe you don't think it's important if 251 00:13:24,280 --> 00:13:27,400 Speaker 3: you're Sam sunger Roku, right, because it's it's just the 252 00:13:27,440 --> 00:13:30,560 Speaker 3: second largest video search engine. You know, it's not an 253 00:13:30,679 --> 00:13:35,800 Speaker 3: entertainment destination, and just slowly but surely, you know, it 254 00:13:35,840 --> 00:13:39,480 Speaker 3: has just grown and grown and grown to where now 255 00:13:39,600 --> 00:13:42,960 Speaker 3: not only is it, you know, the number one essentially 256 00:13:43,040 --> 00:13:47,400 Speaker 3: platform on television even including like the Disney portfolio completely 257 00:13:47,440 --> 00:13:51,520 Speaker 3: and everybody else, but for itself, YouTube in the United 258 00:13:51,559 --> 00:13:54,079 Speaker 3: States TV is now the number one consumption platform in 259 00:13:54,160 --> 00:13:57,200 Speaker 3: terms of time spent, and so it's just kind of 260 00:13:57,240 --> 00:14:00,400 Speaker 3: this it's it's a sleeping giant. That's kind of I 261 00:14:00,440 --> 00:14:03,199 Speaker 3: think on the industry. And you're right, lots of attentions 262 00:14:03,240 --> 00:14:05,679 Speaker 3: being paid. But one of things I said in the 263 00:14:05,760 --> 00:14:08,800 Speaker 3: keynote was that I still don't think the industry fully 264 00:14:09,120 --> 00:14:14,320 Speaker 3: is grasping the trajectory YouTube is on and the implications. 265 00:14:13,679 --> 00:14:14,440 Speaker 2: Of that trajectory. 266 00:14:14,559 --> 00:14:17,439 Speaker 3: I feel like people have watched it, you know, rise 267 00:14:17,480 --> 00:14:21,160 Speaker 3: to this level, but aren't necessarily thinking to themselves what 268 00:14:21,240 --> 00:14:23,520 Speaker 3: if this continues? You know, I mean I made the 269 00:14:23,520 --> 00:14:25,800 Speaker 3: point that you know, essentially one in four hours of 270 00:14:25,840 --> 00:14:28,960 Speaker 3: streaming today in the US is on YouTube, a sentence 271 00:14:29,000 --> 00:14:32,000 Speaker 3: that I still blows my mind. But it's likely to 272 00:14:32,000 --> 00:14:34,280 Speaker 3: be one in three by the end of next year. 273 00:14:35,720 --> 00:14:40,200 Speaker 3: And so you know, and you know, the platforms don't 274 00:14:40,200 --> 00:14:44,520 Speaker 3: participate in the monetization. You know, it's it's taking time 275 00:14:44,560 --> 00:14:46,800 Speaker 3: away from the other ad supported players in the space, 276 00:14:47,640 --> 00:14:52,000 Speaker 3: and all the demos are watching. The fastest growing demo 277 00:14:52,280 --> 00:14:55,880 Speaker 3: is sixty five plus, you know, which might make you say, 278 00:14:55,920 --> 00:14:59,200 Speaker 3: as an advertiser, okay, well, you know, we know CBS 279 00:14:59,280 --> 00:15:01,160 Speaker 3: is number one, but they I have eighteen to forty nine's. 280 00:15:01,240 --> 00:15:03,800 Speaker 3: It's older people. But all the demos are growing. And 281 00:15:03,840 --> 00:15:06,680 Speaker 3: if you look at the youngest demo, I think I 282 00:15:06,760 --> 00:15:09,120 Speaker 3: equipped this in my keynote, the two to eleven's, they 283 00:15:09,160 --> 00:15:11,640 Speaker 3: over indexed at one hundred and fifty percent, right, And 284 00:15:11,680 --> 00:15:14,200 Speaker 3: so you have to ask yourself, if they over index 285 00:15:14,240 --> 00:15:16,640 Speaker 3: at that level today as an eight year old, why 286 00:15:16,640 --> 00:15:20,560 Speaker 3: would that change when they're fifteen, twenty one, twenty nine, right, 287 00:15:20,680 --> 00:15:24,400 Speaker 3: And so call that like a demographic tsunami that's going 288 00:15:24,480 --> 00:15:27,640 Speaker 3: to creep through the age groups over the next twenty 289 00:15:27,720 --> 00:15:33,000 Speaker 3: thirty years. You know, if you're not sitting down with 290 00:15:33,040 --> 00:15:36,400 Speaker 3: your partner to watch White Lotus season six right in 291 00:15:36,920 --> 00:15:38,880 Speaker 3: an X number of years, but you just want to 292 00:15:38,960 --> 00:15:42,520 Speaker 3: quote see what's on and that becomes YouTube period end 293 00:15:42,560 --> 00:15:43,160 Speaker 3: of sentence. 294 00:15:44,200 --> 00:15:48,000 Speaker 2: You know. That's uh, that's big news. It's scary a 295 00:15:48,080 --> 00:15:50,120 Speaker 2: little bit. I think I. 296 00:15:50,080 --> 00:15:53,040 Speaker 3: Went a little melodramatic on you there, but you know, 297 00:15:53,760 --> 00:15:55,760 Speaker 3: you know, and in the presentation, of course, I talk 298 00:15:55,800 --> 00:15:58,600 Speaker 3: about the you know, the Albanian Army quote of Jeff Bucus. 299 00:15:58,760 --> 00:16:02,200 Speaker 3: You know, so dis missing Netflix and I think Netflix 300 00:16:02,240 --> 00:16:06,160 Speaker 3: has just astounded us. All it's just unbelievable what they've achieved. 301 00:16:06,200 --> 00:16:08,480 Speaker 3: It's literally mind boggling. You just got to tip your 302 00:16:08,520 --> 00:16:12,120 Speaker 3: cap to what they've done. They've changed the whole entertainment 303 00:16:12,200 --> 00:16:18,320 Speaker 3: landscape globally. I did have to laugh with Ted Sarandos's 304 00:16:18,360 --> 00:16:22,200 Speaker 3: recent comment about you know, YouTube is in the killing 305 00:16:22,280 --> 00:16:24,240 Speaker 3: time business and we're in the spending time business. 306 00:16:24,240 --> 00:16:32,720 Speaker 1: I'm like, uh, yeah, yeah, you know, it's that certainly 307 00:16:32,720 --> 00:16:34,640 Speaker 1: does seem to be to be changing. I think, you know, 308 00:16:34,720 --> 00:16:38,800 Speaker 1: you mentioned YouTube has really built itself into this entertainment destination, 309 00:16:39,800 --> 00:16:42,400 Speaker 1: you know, and I've had conversations where, you know, it's 310 00:16:42,600 --> 00:16:46,640 Speaker 1: the creators there are really focused on, you know, driving 311 00:16:47,160 --> 00:16:50,720 Speaker 1: more engagement, driving more kind of recognition for what they're doing, 312 00:16:50,720 --> 00:16:54,040 Speaker 1: the viewership they're delivering things like that. So it really 313 00:16:54,080 --> 00:16:57,480 Speaker 1: does seem to be again a transformative moment for how 314 00:16:57,560 --> 00:17:01,600 Speaker 1: the industry is approaching YouTube. You know, what are some 315 00:17:01,640 --> 00:17:06,200 Speaker 1: of the other implications you know, for major avon platforms, 316 00:17:06,320 --> 00:17:08,639 Speaker 1: you know, other players in the CTV space. As YouTube 317 00:17:08,760 --> 00:17:12,640 Speaker 1: kind of steals more time on these big screen devices 318 00:17:12,640 --> 00:17:15,159 Speaker 1: that used to be the domain of these other platforms, 319 00:17:15,160 --> 00:17:17,040 Speaker 1: you know, how do they continue to compete? 320 00:17:18,000 --> 00:17:19,719 Speaker 3: I think, you know, on the panel that you and 321 00:17:19,760 --> 00:17:22,080 Speaker 3: I did together. I made the comment about feeling like 322 00:17:22,119 --> 00:17:24,240 Speaker 3: things were plateauing a little bit in the kind of 323 00:17:24,240 --> 00:17:27,560 Speaker 3: the fast Davoud space, and we had some pushback on 324 00:17:27,600 --> 00:17:28,959 Speaker 3: the panel from some of the folks. 325 00:17:29,000 --> 00:17:32,400 Speaker 2: I think some one person agreed with me a little bit. 326 00:17:32,320 --> 00:17:36,320 Speaker 3: And I meant it in a combination of monetization and 327 00:17:36,400 --> 00:17:38,639 Speaker 3: audience growth, but also I think in the experience, and 328 00:17:38,680 --> 00:17:41,320 Speaker 3: I say that in this moment answer your question, because 329 00:17:43,440 --> 00:17:47,159 Speaker 3: the ux of these devices you know, and these platforms 330 00:17:47,160 --> 00:17:50,440 Speaker 3: and apps you know are relatively similar, right, the sort 331 00:17:50,480 --> 00:17:54,800 Speaker 3: of tile based carousel and then an EPG for channels, right. 332 00:17:55,000 --> 00:17:58,480 Speaker 3: And I think that YouTube success with short form content, 333 00:17:58,520 --> 00:18:03,080 Speaker 3: which constitutes about half of the viewership on CTV, certainly 334 00:18:03,119 --> 00:18:05,840 Speaker 3: points to what you'd call the question of what is 335 00:18:05,880 --> 00:18:07,000 Speaker 3: your short form strategy? 336 00:18:07,119 --> 00:18:07,320 Speaker 2: Right? 337 00:18:07,840 --> 00:18:09,320 Speaker 3: You're not going to really be able to go after 338 00:18:09,440 --> 00:18:14,359 Speaker 3: YouTube holistically that well, that's crazy. But within sports, within 339 00:18:14,440 --> 00:18:19,160 Speaker 3: say lifestyle, within certain categories, is there a more short 340 00:18:19,240 --> 00:18:25,000 Speaker 3: form feed like personal way to consume content, discover content, 341 00:18:25,160 --> 00:18:29,920 Speaker 3: find shows, movies that is more akin to the way 342 00:18:29,920 --> 00:18:34,159 Speaker 3: that people bounce around social platforms and YouTube itself. I 343 00:18:34,200 --> 00:18:38,760 Speaker 3: think there needs to be some experimentation there and so 344 00:18:39,000 --> 00:18:42,720 Speaker 3: you know, like lessons from YouTube's success, You're clearly high 345 00:18:42,800 --> 00:18:46,800 Speaker 3: profile creators from mister Beast on down are getting shots 346 00:18:47,080 --> 00:18:49,920 Speaker 3: at having a show on Samsung or Prime Video whatever, 347 00:18:50,000 --> 00:18:54,280 Speaker 3: And that's great. I think that makes sense for both sides. 348 00:18:54,800 --> 00:18:57,399 Speaker 3: That won't really have an impact on the overall trend. 349 00:18:58,000 --> 00:19:00,359 Speaker 3: Those will just be the sort of the few that 350 00:19:00,560 --> 00:19:04,280 Speaker 3: could graduate quote unquote to having a legitimate quote unquote 351 00:19:04,280 --> 00:19:07,840 Speaker 3: show on these platforms. But the underlying overall trend of 352 00:19:07,920 --> 00:19:11,560 Speaker 3: how people are using YouTube and the role of that 353 00:19:11,640 --> 00:19:17,159 Speaker 3: short form, personalized kind of content experience, how can you 354 00:19:17,200 --> 00:19:20,720 Speaker 3: replicate that in some form that works for your platform, 355 00:19:21,119 --> 00:19:24,520 Speaker 3: I think is definitely a sort of thing to be 356 00:19:24,560 --> 00:19:29,560 Speaker 3: tackled and it could be very exciting, right for a platform. 357 00:19:29,800 --> 00:19:32,480 Speaker 1: Yeah, absolutely, I mean I completely agree. I think we're 358 00:19:32,520 --> 00:19:35,320 Speaker 1: long overdue for kind of a revolution in the streaming 359 00:19:35,440 --> 00:19:36,600 Speaker 1: UX space. 360 00:19:36,960 --> 00:19:40,000 Speaker 3: I mean love I love the twov scenes, you know, 361 00:19:40,160 --> 00:19:43,160 Speaker 3: product on their phone. I'm sure they're going to bring 362 00:19:43,200 --> 00:19:46,920 Speaker 3: it to CTV And that's a very smart idea, right. 363 00:19:47,000 --> 00:19:49,960 Speaker 3: I'm just scrolling through great moments from films and I 364 00:19:50,000 --> 00:19:52,800 Speaker 3: find something to watch that way versus going through key art. 365 00:19:53,000 --> 00:19:56,800 Speaker 3: You know what, a much more interesting, fun way to 366 00:19:56,960 --> 00:19:59,080 Speaker 3: interact with my TV to find a movie to watch 367 00:19:59,160 --> 00:20:02,040 Speaker 3: than rolling through still images, you know. 368 00:20:02,760 --> 00:20:08,240 Speaker 1: Right right, Yeah, that's fascinating. I do want to touch 369 00:20:08,320 --> 00:20:11,879 Speaker 1: on fast briefly because I know you deal with you know, 370 00:20:11,960 --> 00:20:15,160 Speaker 1: fast channels and providers quite a bit. You know, we've 371 00:20:15,160 --> 00:20:18,560 Speaker 1: talked about that space is also maturing and kind of 372 00:20:18,600 --> 00:20:23,639 Speaker 1: plateauing a little bit. You know, how has the fast 373 00:20:23,640 --> 00:20:27,880 Speaker 1: sector specifically kind of been changing recently as it matures. 374 00:20:28,359 --> 00:20:32,879 Speaker 3: Yeah, I think yesterday I was actually in the office 375 00:20:32,960 --> 00:20:35,600 Speaker 3: physically in the office in New York City with a 376 00:20:35,680 --> 00:20:39,600 Speaker 3: major cable company that we work with that has you know, 377 00:20:40,160 --> 00:20:43,680 Speaker 3: double digit numbers of fast channels, And what they said, 378 00:20:43,720 --> 00:20:46,760 Speaker 3: which I have heard from others, other big clients of ours, 379 00:20:47,080 --> 00:20:51,600 Speaker 3: is that their focus now is on sort of refining 380 00:20:51,680 --> 00:20:52,320 Speaker 3: their approach. 381 00:20:52,520 --> 00:20:53,480 Speaker 2: They've got their. 382 00:20:53,280 --> 00:20:57,000 Speaker 3: Twenty channels, their thirty channels, some of them are crushing it, 383 00:20:57,080 --> 00:20:58,960 Speaker 3: some of them are lagging, some of them maybe need 384 00:20:58,960 --> 00:21:02,240 Speaker 3: a little refresh, and so their focus is on really 385 00:21:02,359 --> 00:21:06,560 Speaker 3: quality and you know, honing in on what's working, maybe 386 00:21:06,560 --> 00:21:11,200 Speaker 3: making some decisions about sunsetting certain concepts or ideas, trying 387 00:21:11,280 --> 00:21:15,560 Speaker 3: new things. So there was kind of a rush there, 388 00:21:15,680 --> 00:21:19,480 Speaker 3: you know, five years ago, four years ago, a little 389 00:21:19,520 --> 00:21:22,920 Speaker 3: bit further back, WBD wasn't in the game, NBCU wasn't 390 00:21:22,920 --> 00:21:25,119 Speaker 3: in the game. They both both came to the market 391 00:21:25,119 --> 00:21:28,800 Speaker 3: with you know, literally dozens of channels. That's that wave 392 00:21:28,920 --> 00:21:32,679 Speaker 3: has happened, and so the platforms themselves are starting to 393 00:21:32,680 --> 00:21:36,480 Speaker 3: sort of look at, you know, winnowing the herd a bit, 394 00:21:36,640 --> 00:21:38,600 Speaker 3: cutting back a little bit, wanted to make sure they've 395 00:21:38,600 --> 00:21:42,919 Speaker 3: got the best channels the content providers themselves after rushing 396 00:21:42,960 --> 00:21:44,639 Speaker 3: in with so many channels. So I think you're seeing 397 00:21:44,640 --> 00:21:50,440 Speaker 3: a kind of refinement and you know, curation and kind 398 00:21:50,440 --> 00:21:53,919 Speaker 3: of you know, that kind of approach versus you know 399 00:21:54,000 --> 00:21:56,520 Speaker 3: five years ago when it was really kind of a 400 00:21:56,640 --> 00:22:00,520 Speaker 3: land grab for beachfront property. So that that's what that's 401 00:22:00,520 --> 00:22:02,560 Speaker 3: I say, that's what's happening broadly with the big guys. 402 00:22:03,760 --> 00:22:07,600 Speaker 3: The smaller guys, you know, are facing that challenge. You know, 403 00:22:07,680 --> 00:22:11,479 Speaker 3: maybe they were digitally native brand on YouTube or you know, 404 00:22:11,520 --> 00:22:13,720 Speaker 3: and they were able to get fast carriage across the 405 00:22:13,760 --> 00:22:17,520 Speaker 3: ecosystem six seven years ago and now they're maybe you know, 406 00:22:18,040 --> 00:22:20,480 Speaker 3: dealing with some pressure on their numbers and how do 407 00:22:20,520 --> 00:22:23,480 Speaker 3: they get them up? And so yeah, we're not We're 408 00:22:23,520 --> 00:22:25,399 Speaker 3: not in a real big expansion. I think we're in 409 00:22:25,480 --> 00:22:28,720 Speaker 3: kind of a solidifying and focusing on. 410 00:22:28,800 --> 00:22:30,920 Speaker 2: Quality, which I think is good. 411 00:22:31,000 --> 00:22:33,879 Speaker 3: It's good because you know, we don't we kind of 412 00:22:33,960 --> 00:22:37,600 Speaker 3: quickly replicated some version of cable you know, two fifty 413 00:22:37,640 --> 00:22:41,040 Speaker 3: three fifty before you know it, and I don't know 414 00:22:41,040 --> 00:22:42,399 Speaker 3: that that's necessarily the way to go. 415 00:22:42,600 --> 00:22:47,560 Speaker 1: So interesting to circle back to an earlier topic a bit. 416 00:22:48,520 --> 00:22:50,400 Speaker 1: You know, I was just reading an article that the 417 00:22:50,520 --> 00:22:55,440 Speaker 1: increase in supply, you know, among subscription ad supported platforms 418 00:22:55,480 --> 00:22:58,399 Speaker 1: has has also put more pressure on the fast space 419 00:22:59,560 --> 00:23:02,480 Speaker 1: because advertisers want to be on what they perceive as 420 00:23:02,600 --> 00:23:05,400 Speaker 1: you know, these these premium platforms as opposed to these 421 00:23:05,480 --> 00:23:09,560 Speaker 1: channels that are showing you know, older content. Have you 422 00:23:09,600 --> 00:23:12,920 Speaker 1: been seeing the impact of that from conversations that you've 423 00:23:12,960 --> 00:23:13,560 Speaker 1: been having. 424 00:23:14,000 --> 00:23:15,800 Speaker 3: I would I would say the impact is maybe a 425 00:23:15,840 --> 00:23:20,240 Speaker 3: little bit more back up this food chain or the 426 00:23:20,359 --> 00:23:23,520 Speaker 3: upstream or some metaphor that I'm mangling in the sense 427 00:23:23,560 --> 00:23:24,440 Speaker 3: that I think that. 428 00:23:26,240 --> 00:23:29,120 Speaker 2: Advertisers, savvy buyers. 429 00:23:28,760 --> 00:23:31,240 Speaker 3: I think understand that fast channels aren't in many ways 430 00:23:31,280 --> 00:23:34,800 Speaker 3: just like cable. They are high quality library. That's what 431 00:23:34,840 --> 00:23:36,919 Speaker 3: most of cable TV is, even if you're going to 432 00:23:36,920 --> 00:23:40,479 Speaker 3: buy the Bear or the Daily Show right on Comedy 433 00:23:40,480 --> 00:23:43,800 Speaker 3: Central or FX. Your buy includes a wide swath of 434 00:23:43,880 --> 00:23:47,280 Speaker 3: run of network placements that are across repeats of old 435 00:23:47,320 --> 00:23:50,560 Speaker 3: sitcoms and old shows from South you know, South Park, 436 00:23:50,640 --> 00:23:53,560 Speaker 3: you name it, always Sonny, that's what you that's what 437 00:23:53,600 --> 00:23:56,040 Speaker 3: you're getting, you know. And so Fast doesn't have that 438 00:23:56,080 --> 00:23:59,679 Speaker 3: Tiffany premiere piece. But you know, if you're looking for 439 00:23:59,680 --> 00:24:03,920 Speaker 3: the right audience, right, you're still talking about premium television content. 440 00:24:03,960 --> 00:24:07,400 Speaker 3: So I think there's some level of Fast doesn't quite 441 00:24:07,400 --> 00:24:11,080 Speaker 3: get its due, And so I think that's a bit 442 00:24:11,119 --> 00:24:14,199 Speaker 3: of a factor before the s fods even bring in 443 00:24:14,240 --> 00:24:18,080 Speaker 3: an ad tier, right, and so that that feeds into 444 00:24:18,080 --> 00:24:20,000 Speaker 3: that probably reality a little bit, as you just mentioned, 445 00:24:20,040 --> 00:24:23,600 Speaker 3: because they have those bright, shining, new fantastic shows that 446 00:24:23,680 --> 00:24:25,680 Speaker 3: can be the hook for someone to make a buy. 447 00:24:25,840 --> 00:24:28,439 Speaker 2: But so I think there's some education around that. 448 00:24:28,600 --> 00:24:31,399 Speaker 3: But again back to my point, right, whether it's twelve 449 00:24:31,480 --> 00:24:34,520 Speaker 3: thirteen percent of the money forty fifty percent of the viewing, 450 00:24:35,359 --> 00:24:37,280 Speaker 3: do you want to reach the audience or not? Right, 451 00:24:37,400 --> 00:24:39,320 Speaker 3: if you're trying to sell Hamburgers or get people to 452 00:24:39,440 --> 00:24:41,399 Speaker 3: go on to vacations to the Bahamas, you know, with 453 00:24:41,440 --> 00:24:44,920 Speaker 3: your ad and they're watching you know, the bay Watch 454 00:24:45,040 --> 00:24:48,320 Speaker 3: channel on fast or you know Axe Men or you 455 00:24:48,320 --> 00:24:51,679 Speaker 3: know Ion on a fast service, you know, for a 456 00:24:51,680 --> 00:24:53,719 Speaker 3: couple hours on a Tuesday evening. 457 00:24:54,840 --> 00:24:57,640 Speaker 2: You know that's a premium moment to catch them. 458 00:24:57,840 --> 00:25:01,200 Speaker 1: You know, yeah, yeah, you know, I would be surprised 459 00:25:01,240 --> 00:25:04,439 Speaker 1: if you know, after to be aired. You know that 460 00:25:04,600 --> 00:25:07,880 Speaker 1: they're Super Bowl simulcast this year. I would be surprised 461 00:25:07,880 --> 00:25:12,200 Speaker 1: if that trend didn't continue. I'm CBS has next year's 462 00:25:12,200 --> 00:25:14,560 Speaker 1: Super Bowl if I'm not mistaken. So I'm curious if 463 00:25:14,560 --> 00:25:17,120 Speaker 1: they'll integrate it with with Pluto TV in any way. 464 00:25:18,320 --> 00:25:20,960 Speaker 3: And they made the savvy decision to require people to 465 00:25:21,000 --> 00:25:24,199 Speaker 3: register because you know, there aren't things that just to 466 00:25:24,200 --> 00:25:26,359 Speaker 3: do a little circle back when we talk about YouTube, 467 00:25:26,720 --> 00:25:29,520 Speaker 3: you know, you have a lot of personal personalization, and 468 00:25:29,640 --> 00:25:32,240 Speaker 3: not everyone you know, in my house when I hit on, 469 00:25:32,320 --> 00:25:34,480 Speaker 3: when I hit YouTube on my CTV, it' asked me, 470 00:25:34,560 --> 00:25:36,080 Speaker 3: you know, obviously which one of us. Because I have 471 00:25:36,119 --> 00:25:38,560 Speaker 3: a couple of kids, I click on my icon boom 472 00:25:38,600 --> 00:25:42,280 Speaker 3: them into Dave's YouTube. I know some households maybe it's 473 00:25:42,359 --> 00:25:45,760 Speaker 3: moms or dads or but in general, you have a 474 00:25:45,800 --> 00:25:49,000 Speaker 3: significant portion of people that are within their YouTube experience 475 00:25:49,040 --> 00:25:52,639 Speaker 3: on CTV, which is the ultimate level of personalization. Whereas 476 00:25:52,680 --> 00:25:56,399 Speaker 3: a Pluto or if to be heretofore right, wants to 477 00:25:56,440 --> 00:26:00,280 Speaker 3: have as a free service as little friction as possible. Right, 478 00:26:00,320 --> 00:26:02,399 Speaker 3: they might give you an option to sign in a register, 479 00:26:02,480 --> 00:26:05,200 Speaker 3: but you can skip it, And so to B was 480 00:26:05,240 --> 00:26:06,760 Speaker 3: wise to use the Super Bowl as a way to 481 00:26:06,840 --> 00:26:10,480 Speaker 3: drive registration. I think you'll see Pluto on others and 482 00:26:10,520 --> 00:26:13,240 Speaker 3: then you think of it beyond that, Well, how much 483 00:26:13,320 --> 00:26:15,920 Speaker 3: more can we try to force this on our users? 484 00:26:16,520 --> 00:26:18,640 Speaker 3: You know, we might lose a few folks, there might 485 00:26:18,680 --> 00:26:21,520 Speaker 3: be some churn. But on the other side, right, if 486 00:26:21,680 --> 00:26:24,879 Speaker 3: x percent say okay, cool, look at the way you 487 00:26:24,880 --> 00:26:27,880 Speaker 3: could up your level of personalization and understanding your audience. 488 00:26:28,920 --> 00:26:32,159 Speaker 3: So you know, that's another factor. And obviously the s 489 00:26:32,240 --> 00:26:34,880 Speaker 3: FOD guys have a different dynamic. They've got that already 490 00:26:35,720 --> 00:26:36,880 Speaker 3: because you're having to pay. 491 00:26:37,880 --> 00:26:42,400 Speaker 1: Yeah, yeah, that's a really good point. Last question, do 492 00:26:42,440 --> 00:26:44,879 Speaker 1: you have a go to fast channel that you go 493 00:26:45,000 --> 00:26:48,639 Speaker 1: to for your personal quote unquote lean back viewing? 494 00:26:50,200 --> 00:26:52,840 Speaker 3: You know, one of the things that you know fast 495 00:26:52,920 --> 00:26:55,119 Speaker 3: is followed cable a little bit right in many ways, 496 00:26:55,280 --> 00:26:59,399 Speaker 3: and like cable. It's largely you know, repeats of great 497 00:26:59,440 --> 00:27:02,479 Speaker 3: library for now and over time it's going to slowly 498 00:27:02,520 --> 00:27:04,040 Speaker 3: get more and more like TV and probably have some 499 00:27:04,080 --> 00:27:07,119 Speaker 3: original programing. There are people actually making things for Fast. 500 00:27:07,320 --> 00:27:10,359 Speaker 3: The reason why I'm saying this is because that means 501 00:27:10,359 --> 00:27:12,520 Speaker 3: that sports will be the last thing to get to 502 00:27:12,600 --> 00:27:15,439 Speaker 3: Fast in a meaningful way. But one of the first 503 00:27:15,480 --> 00:27:18,520 Speaker 3: things that came into Fast, which is a really great product, 504 00:27:18,600 --> 00:27:22,280 Speaker 3: isn't news. The news on Fast is awesome. I mean, 505 00:27:22,280 --> 00:27:24,720 Speaker 3: you just turn on, you know, whether it's NBC Now 506 00:27:24,880 --> 00:27:28,600 Speaker 3: or you know, Bloomberg, So, you know, I find that 507 00:27:28,680 --> 00:27:30,920 Speaker 3: like having that right there. I can just pop on 508 00:27:31,000 --> 00:27:32,840 Speaker 3: and watch the news and it's like as good as 509 00:27:32,840 --> 00:27:37,520 Speaker 3: anything on quote television is pretty cool and it is 510 00:27:37,520 --> 00:27:39,680 Speaker 3: a really strong value. And I don't I don't feel 511 00:27:39,720 --> 00:27:43,679 Speaker 3: like I'm watching like some streaming lesser than version of 512 00:27:43,760 --> 00:27:48,119 Speaker 3: regular television. So I would say news. I really in news. 513 00:27:48,440 --> 00:27:50,359 Speaker 3: News is a big one for me on Fast. 514 00:27:51,160 --> 00:27:51,640 Speaker 2: Interesting. 515 00:27:52,640 --> 00:27:55,520 Speaker 1: Well, obviously lots to discuss with these topics, but unfortunately 516 00:27:55,520 --> 00:27:56,919 Speaker 1: we're going to have to leave it there. But I 517 00:27:56,920 --> 00:27:59,040 Speaker 1: want to thank you again Dave for joining us on 518 00:27:59,320 --> 00:28:00,080 Speaker 1: the podcast today. 519 00:28:00,840 --> 00:28:07,560 Speaker 4: Thank you Tyler, Thanks for listening, be sure to leave 520 00:28:07,640 --> 00:28:11,280 Speaker 4: us a review at Apple Podcasts or Amazon Music. We 521 00:28:11,440 --> 00:28:14,440 Speaker 4: love to hear from listeners. Please go to Variety dot 522 00:28:14,440 --> 00:28:18,520 Speaker 4: com and sign up for the free weekly Strictly Business newsletter, 523 00:28:18,840 --> 00:28:22,000 Speaker 4: and don't forget to tune in next week for another 524 00:28:22,119 --> 00:28:23,880 Speaker 4: episode of Strictly Business