Speaker 1: Welcome to Strictly Business, Variety's weekly podcast featuring conversations with
Speaker 1: industry leaders about the business of media and entertainment. I'm
Speaker 1: Tyler Aquallina with Variety Intelligence Platform. Today's episode is all
Speaker 1: about the connected TV AD market, that segment of the
Speaker 1: digital advertising business that includes almost all streaming video ads,
Speaker 1: as well as advertising on the smart TV interfaces many
Speaker 1: of us use every day. The CTV market is expanding rapidly,
Speaker 1: but it's also facing some major growing pains. The digital
Speaker 1: ad pipelines remain complicated and often confusing. Amazon Prime Video
Speaker 1: recently brought a flood of new inventory to market, depressing
Speaker 1: ad prices. And then there's YouTube, which is increasingly dominating
Speaker 1: TV screens as well as mobile, making it difficult for
Speaker 1: other players to compete for viewers and ad dollars. There's
Speaker 1: a lot to discuss, and today's guest will get into
Speaker 1: all of it. Dave Bernath is General manager of The
Speaker 1: America's at World, a subsidiary of appleven that helps connect
Speaker 1: streaming content owners and advertisers. Dave began his career in
Speaker 1: the cable TV business, but now he has a front
Speaker 1: row seat to the changes playing out in the streaming
Speaker 1: TV space. He's an expert in content strategy as well
Speaker 1: as the fast space that's free ed support and streaming
Speaker 1: TV and the perfect guest to break down this complex
Speaker 1: but vitally important business. All Right, Dave Brenath, the general
Speaker 1: manager for the Americas at World. Welcome to the podcast, Dave, So,
Speaker 1: I do want to start off by talking a little
Speaker 1: bit about what World does and your place in the
Speaker 1: obviously very complex connected TV landscape. Can you tell us
Speaker 1: just a bit about what you guys do?
Speaker 2: Sure? Yeah.
Speaker 3: World is really the power the tech behind a lot
Speaker 3: of streaming channels and programmatic advertising across CTV. So think
Speaker 3: of big brands like A and E Networks or Bloomberg
Speaker 3: or Scripts with Ion, and then endpoints like Samsung and
Speaker 3: LG and Pluto. We power those channels that are on
Speaker 3: those services. Really thousands of channels globally across you know,
Speaker 3: hundreds of endpoints, and that means you're talking about literally
Speaker 3: billions of hours of viewing every month and across that footprint,
Speaker 3: then giving our advertising partners access to really over ninety
Speaker 3: billion of als a month. So we're we're a key
Speaker 3: technology provider across the ad supported streaming space. And we're
Speaker 3: also fortunate to be owned by a company called app Lovin,
Speaker 3: who's a dominant player in the mobile performance marketing ecosystem,
Speaker 3: and we sort of act as their streaming arm.
Speaker 2: They brought us a number of years ago.
Speaker 3: They're a great owner and together we have sort of
Speaker 3: a you know, a robust innovation culture which is kind
Speaker 3: of there in their DNA, and so it's exciting to
Speaker 3: be in the space we're in and also to have
Speaker 3: the backing of ownership like app love and yeah.
Speaker 2: Yeah, for sure.
Speaker 1: So it sounds like you guys have have a pretty
Speaker 1: you know, up close view to you know, what's going
Speaker 1: on in the streaming space and the streaming advertising space specifically,
Speaker 1: and you know that space really seems to be poised
Speaker 1: at a transformative moment right now. What are some of
Speaker 1: the big picture questions that the industry has been grappling
Speaker 1: with recently based on the conversations that you've been having.
Speaker 3: Yeah, I mean, I think at the highest level, if
Speaker 3: we're being very simplistic about it, historically, money usually follows
Speaker 3: the audience from platform to platform, and we're in a
Speaker 3: lag right. I don't know what the exact numbers are.
Speaker 3: I've seen graphs from Evan Shapiro and other people that
Speaker 3: you know, and we have the Nielsen.
Speaker 2: Gauge, but roughly, let's call it.
Speaker 3: You know, ten to fifteen percent of television ad spend
Speaker 3: is in the streaming space, but forty five and growing
Speaker 3: percent of the viewership is in streaming, So there's a
Speaker 3: really big imbalance. So at the highest level, that kind
Speaker 3: of is the beginning and the end of the discussion.
Speaker 3: What are the things that need to happen to get
Speaker 3: that money to move to where the audience already is.
Speaker 3: So I think that's probably it's probably worth pausing after
Speaker 3: that comment because that's kind of that kind of is
Speaker 3: the is the overarching theme. There's a lot of things
Speaker 3: inside of that, but I think that that is that,
Speaker 3: you know, that's certainly the main point.
Speaker 1: Yeah, well, what does need to happen for that? You know, what,
Speaker 1: in your opinion, are some of the things that would
Speaker 1: help to you know, help the industry move to a
Speaker 1: more to a space that you know, more adequately represents
Speaker 1: where the viewership is actually going.
Speaker 3: Yeah, I think, you know, a common currency around measurement
Speaker 3: and standardization is definitely an issue we all, you know,
Speaker 3: groaned about Nielsen forever, and I come from the cable
Speaker 3: TV business by background, But as imperfect as the currency was,
Speaker 3: it was a currency, g RPS, you know, Nielsen Ratings Share.
Speaker 3: All these kind of basic fundamental building blocks of measuring
Speaker 3: audiences were there, agreed upon, transacted upon. We don't have
Speaker 3: that in CTV. And so every year I see the panels,
Speaker 3: Everyone talks about collaboration, everyone talks about getting there, but
Speaker 3: I'm still waiting to significant movement in that regard, and
Speaker 3: that that's certainly needed because planners need to be able
Speaker 3: to measure cross platform and buy across the ecosystem in
Speaker 3: a consistent fashion rather than you know, buy multiple campaigns
Speaker 3: instead of various walled gardens with different metrics and first
Speaker 3: party reporting, et cetera. So I really hope with ib's
Speaker 3: leadership and everyone's saying the right thing that that will
Speaker 3: start to move in that direction.
Speaker 2: But I certainly certainly measurements. It is a big one.
Speaker 1: Yeah, what about you know, the I think we hear
Speaker 1: a lot about how how complicated the CTV marketplaces are.
Speaker 1: You know, is that an issue that continues to be
Speaker 1: a headache for for the key players?
Speaker 3: Yeah, I think you're right. You know, if you look
Speaker 3: at a loom escape charter. It can be a little
Speaker 3: mind numbing across all the different DSPs and SSPs and
Speaker 3: d MPs and other providers that are part of the
Speaker 3: programmatic ad stack, if you will.
Speaker 2: And you obviously have big players like the tra A Desk.
Speaker 3: You know, but where buyers can buy you know, across
Speaker 3: various platforms, and we have the Roku Amazon announcement. But
Speaker 3: it's just so much more complicated, you know, than it
Speaker 3: is in legacy television. I know, I'm not an expert
Speaker 3: on on you know, on these various pieces. I just
Speaker 3: know enough to be dangerous and to try to help
Speaker 3: us grow our business. And we certainly are in the
Speaker 3: solutions business. So world's really focused on how to make
Speaker 3: any part of this ecosystem more efficient, more optimized, more
Speaker 3: more understandable, more you know, transactable.
Speaker 2: But but it is very complicated. I was at.
Speaker 3: A I think it was maybe the Ad Club of
Speaker 3: New York, or maybe it was an IV event. But
Speaker 3: some some luminary got have made a quip about how,
Speaker 3: you know, we the collective we had kind of blown
Speaker 3: it with the first you know, sort of chapters of
Speaker 3: how CTV had been created and we need to kind
Speaker 3: of undo and rebuild a little bit.
Speaker 2: And I thought that was kind of funny. Interesting.
Speaker 1: So then you say, world's kind of focused on you know, solutions.
Speaker 1: What are some of the strategies that you guys are
Speaker 1: looking at to help with that process.
Speaker 2: Yeah, I'll give you a perfect example.
Speaker 3: You know, you might think that in a digital age
Speaker 3: because obviously at a high level, right, what makes c
Speaker 3: TV so exciting, Well, what makes it so exciting is
Speaker 3: that it's a digital delivery method that brings to television
Speaker 3: some of the capabilities that have worked on the webin
Speaker 3: and mobile right in terms of targeting. And you know,
Speaker 3: you're going to see a different ad than I will
Speaker 3: because you live somewhere different. I'll see the Tri State
Speaker 3: FOD dealership, You'll see the southern California Ford dealership, assuming
Speaker 3: that you might be in LA and on and on
Speaker 3: and on, right, And so that's super exciting. And you
Speaker 3: would think that the signals that are flowing through the ecosystem,
Speaker 3: like what's the genre of the show that's playing right now,
Speaker 3: would be consistent and easily you know, pass through the bidstream.
Speaker 2: It isn't.
Speaker 3: Folks have got you know, maybe not great systems that
Speaker 3: manage their content. You know, it's been moved to digital,
Speaker 3: but certain things were never created in the first place,
Speaker 3: or spellings are different as the whole can of worms's
Speaker 3: about something as simple as what is the genre of
Speaker 3: the program that you're watching. And so at Whirl we
Speaker 3: have the ability because we're very content centric. We power
Speaker 3: fast channels, we work with content, we spin up all
Speaker 3: these channels globally.
Speaker 2: We have the tools to be able.
Speaker 3: To, for example, normalize genre metadata across streams so that
Speaker 3: the buyer is able to count on gaining a consistent
Speaker 3: information in order to buy across say news or you know,
Speaker 3: or sports or drama or something like that. So that's
Speaker 3: a big thing that we do, like we can help
Speaker 3: improve and normalize metadata, and I think that speaks to
Speaker 3: what I would say would be sort of our core
Speaker 3: competency is that our supply and our ability to enhance
Speaker 3: supply with sharper signals, whether that's brand safety, whether that's
Speaker 3: brand discoveries, you know, emotional contextual targeting, which I'm sure
Speaker 3: we'll talk about, which is super cool because that that's
Speaker 3: really going to help, right is because if the signal
Speaker 3: is unclear, then people can't buy what they want to buy.
Speaker 3: And so you know, we're sort of in the supply
Speaker 3: enhancement signal business in many ways on the ad side,
Speaker 3: and I'm really excited about what we're able to add
Speaker 3: to the to the situation there.
Speaker 1: Yeah, yeah, you know, I'm curious, how has the kind
Speaker 1: of the increases in supply in the streaming ad space recently,
Speaker 1: you know, how is that impacting things? Obviously, Amazon Prime
Speaker 1: Video launched advertising recently and there's been a lot of
Speaker 1: chatter about how that's kind of flooded the market with
Speaker 1: with supply. You know, what's been the impact of that
Speaker 1: from from your perspective.
Speaker 3: You know, just downward pressure own CPMs to put it simply,
Speaker 3: you know, and you know, like I said, I come
Speaker 3: from the TV business, so I'm not like I'm not
Speaker 3: a legacy like display or web guy, but I know
Speaker 3: enough about that space to know that in some ways
Speaker 3: that has become a race to the bottom with endless
Speaker 3: and depressions and smaller and smaller rates. God forbid, we
Speaker 3: let that happen to CTV because it is the largest
Speaker 3: scream in the household. These are non skippable units, you know,
Speaker 3: the time spent on of people's eyeballs on the glass
Speaker 3: when an AD plays is unbelievable compared to mobile and web.
Speaker 3: Now we add on the layer of digital targeting. CPMs
Speaker 3: should be you know, macroeconomic conditions notwithstanding, they should be
Speaker 3: healthy and growing. And I think people say this at
Speaker 3: every cocktail party. It can right, It's like, you know,
Speaker 3: the downward pressure on CPMs is very concerning.
Speaker 1: So just to clarify, CPMs are this this AD standard
Speaker 1: that's cost per meal, that's the cost for delivering a
Speaker 1: thousand views.
Speaker 3: Yeah, to my earlier macro point, the audience is growing, so,
Speaker 3: you know, and the demand has been you know, has
Speaker 3: not followed. So then you throw on top of that,
Speaker 3: you know, increased supply, more viewership, more potential impression, but
Speaker 3: a lot of money that's not already there, you know.
Speaker 3: I mean, so we're not really poised to take advantage
Speaker 3: of the growing audience at the moment, which is obviously
Speaker 3: another factor that's going to hurt us, you know on CPM.
Speaker 3: So and then the sort of economic uncertainty around the
Speaker 3: economy is an additional probably drag on the situation.
Speaker 1: Yeah, as has that been you know, the focus of
Speaker 1: a lot of conversations you've been having recently. The kind
Speaker 1: of uncertainty in the economic climate right now.
Speaker 3: I would say from what I'm hearing from our teams
Speaker 3: is that, you know, people say it, but we're not
Speaker 3: really seeing it turn up too much in the business yet.
Speaker 2: And I think maybe what I just said is true
Speaker 2: for everything.
Speaker 3: The stock market, you know, unemployment, everything's just kind of
Speaker 3: still the quote the same. What we all feel like,
Speaker 3: there's these larger shifts happening that could turn south. So
Speaker 3: you know Q four will be the big question mark,
Speaker 3: right because that is such a big quarter for everybody,
Speaker 3: you know, we have we don't have the political year
Speaker 3: that we had last year, so you know, that'll probably
Speaker 3: that'll be the ultimate verdict probably on twenty twenty five,
Speaker 3: is what happens in Q four.
Speaker 2: Yeah.
Speaker 1: Yeah, So let's shiftgures a little bit. You know, the
Speaker 1: the rise of YouTube on connected TVs has been a
Speaker 1: big topic of discussion recently. I mean really it's been
Speaker 1: an ongoing thing for a long time, but the amount
Speaker 1: of press attention on it has kind of multiplied more recently,
Speaker 1: you know, and I know you just did a presentation
Speaker 1: on this recently at the stream TV show. So what
Speaker 1: we're seeing is consumers spending more time with YouTube on
Speaker 1: big screens. Basically, you know, what are some of the
Speaker 1: key trends that have driven this this shift in consumption.
Speaker 3: Yeah, well, I think, I mean, I can talk about
Speaker 3: this subject for a while because it's so fascinating to
Speaker 3: me on many levels. I think people we'd all probably
Speaker 3: agree that it's been a big surprise, and that you know,
Speaker 3: when we think of YouTube as an app on CTV,
Speaker 3: if we're going back five six years, you know, we
Speaker 3: think of it as kind of a utility.
Speaker 2: It's not really an entertainment destination. You know, of course
Speaker 2: it's there.
Speaker 3: Because everyone's got to get an app everywhere, right, and
Speaker 3: and no economic arrangements with the platform to participate at
Speaker 3: that time. But maybe you don't think it's important if
Speaker 3: you're Sam sunger Roku, right, because it's it's just the
Speaker 3: second largest video search engine. You know, it's not an
Speaker 3: entertainment destination, and just slowly but surely, you know, it
Speaker 3: has just grown and grown and grown to where now
Speaker 3: not only is it, you know, the number one essentially
Speaker 3: platform on television even including like the Disney portfolio completely
Speaker 3: and everybody else, but for itself, YouTube in the United
Speaker 3: States TV is now the number one consumption platform in
Speaker 3: terms of time spent, and so it's just kind of
Speaker 3: this it's it's a sleeping giant. That's kind of I
Speaker 3: think on the industry. And you're right, lots of attentions
Speaker 3: being paid. But one of things I said in the
Speaker 3: keynote was that I still don't think the industry fully
Speaker 3: is grasping the trajectory YouTube is on and the implications.
Speaker 2: Of that trajectory.
Speaker 3: I feel like people have watched it, you know, rise
Speaker 3: to this level, but aren't necessarily thinking to themselves what
Speaker 3: if this continues? You know, I mean I made the
Speaker 3: point that you know, essentially one in four hours of
Speaker 3: streaming today in the US is on YouTube, a sentence
Speaker 3: that I still blows my mind. But it's likely to
Speaker 3: be one in three by the end of next year.
Speaker 3: And so you know, and you know, the platforms don't
Speaker 3: participate in the monetization. You know, it's it's taking time
Speaker 3: away from the other ad supported players in the space,
Speaker 3: and all the demos are watching. The fastest growing demo
Speaker 3: is sixty five plus, you know, which might make you say,
Speaker 3: as an advertiser, okay, well, you know, we know CBS
Speaker 3: is number one, but they I have eighteen to forty nine's.
Speaker 3: It's older people. But all the demos are growing. And
Speaker 3: if you look at the youngest demo, I think I
Speaker 3: equipped this in my keynote, the two to eleven's, they
Speaker 3: over indexed at one hundred and fifty percent, right, And
Speaker 3: so you have to ask yourself, if they over index
Speaker 3: at that level today as an eight year old, why
Speaker 3: would that change when they're fifteen, twenty one, twenty nine, right,
Speaker 3: And so call that like a demographic tsunami that's going
Speaker 3: to creep through the age groups over the next twenty
Speaker 3: thirty years. You know, if you're not sitting down with
Speaker 3: your partner to watch White Lotus season six right in
Speaker 3: an X number of years, but you just want to
Speaker 3: quote see what's on and that becomes YouTube period end
Speaker 3: of sentence.
Speaker 2: You know. That's uh, that's big news. It's scary a
Speaker 2: little bit. I think I.
Speaker 3: Went a little melodramatic on you there, but you know,
Speaker 3: you know, and in the presentation, of course, I talk
Speaker 3: about the you know, the Albanian Army quote of Jeff Bucus.
Speaker 3: You know, so dis missing Netflix and I think Netflix
Speaker 3: has just astounded us. All it's just unbelievable what they've achieved.
Speaker 3: It's literally mind boggling. You just got to tip your
Speaker 3: cap to what they've done. They've changed the whole entertainment
Speaker 3: landscape globally. I did have to laugh with Ted Sarandos's
Speaker 3: recent comment about you know, YouTube is in the killing
Speaker 3: time business and we're in the spending time business.
Speaker 1: I'm like, uh, yeah, yeah, you know, it's that certainly
Speaker 1: does seem to be to be changing. I think, you know,
Speaker 1: you mentioned YouTube has really built itself into this entertainment destination,
Speaker 1: you know, and I've had conversations where, you know, it's
Speaker 1: the creators there are really focused on, you know, driving
Speaker 1: more engagement, driving more kind of recognition for what they're doing,
Speaker 1: the viewership they're delivering things like that. So it really
Speaker 1: does seem to be again a transformative moment for how
Speaker 1: the industry is approaching YouTube. You know, what are some
Speaker 1: of the other implications you know, for major avon platforms,
Speaker 1: you know, other players in the CTV space. As YouTube
Speaker 1: kind of steals more time on these big screen devices
Speaker 1: that used to be the domain of these other platforms,
Speaker 1: you know, how do they continue to compete?
Speaker 3: I think, you know, on the panel that you and
Speaker 3: I did together. I made the comment about feeling like
Speaker 3: things were plateauing a little bit in the kind of
Speaker 3: the fast Davoud space, and we had some pushback on
Speaker 3: the panel from some of the folks.
Speaker 2: I think some one person agreed with me a little bit.
Speaker 3: And I meant it in a combination of monetization and
Speaker 3: audience growth, but also I think in the experience, and
Speaker 3: I say that in this moment answer your question, because
Speaker 3: the ux of these devices you know, and these platforms
Speaker 3: and apps you know are relatively similar, right, the sort
Speaker 3: of tile based carousel and then an EPG for channels, right.
Speaker 3: And I think that YouTube success with short form content,
Speaker 3: which constitutes about half of the viewership on CTV, certainly
Speaker 3: points to what you'd call the question of what is
Speaker 3: your short form strategy?
Speaker 2: Right?
Speaker 3: You're not going to really be able to go after
Speaker 3: YouTube holistically that well, that's crazy. But within sports, within
Speaker 3: say lifestyle, within certain categories, is there a more short
Speaker 3: form feed like personal way to consume content, discover content,
Speaker 3: find shows, movies that is more akin to the way
Speaker 3: that people bounce around social platforms and YouTube itself. I
Speaker 3: think there needs to be some experimentation there and so
Speaker 3: you know, like lessons from YouTube's success, You're clearly high
Speaker 3: profile creators from mister Beast on down are getting shots
Speaker 3: at having a show on Samsung or Prime Video whatever,
Speaker 3: And that's great. I think that makes sense for both sides.
Speaker 3: That won't really have an impact on the overall trend.
Speaker 3: Those will just be the sort of the few that
Speaker 3: could graduate quote unquote to having a legitimate quote unquote
Speaker 3: show on these platforms. But the underlying overall trend of
Speaker 3: how people are using YouTube and the role of that
Speaker 3: short form, personalized kind of content experience, how can you
Speaker 3: replicate that in some form that works for your platform,
Speaker 3: I think is definitely a sort of thing to be
Speaker 3: tackled and it could be very exciting, right for a platform.
Speaker 1: Yeah, absolutely, I mean I completely agree. I think we're
Speaker 1: long overdue for kind of a revolution in the streaming
Speaker 1: UX space.
Speaker 3: I mean love I love the twov scenes, you know,
Speaker 3: product on their phone. I'm sure they're going to bring
Speaker 3: it to CTV And that's a very smart idea, right.
Speaker 3: I'm just scrolling through great moments from films and I
Speaker 3: find something to watch that way versus going through key art.
Speaker 3: You know what, a much more interesting, fun way to
Speaker 3: interact with my TV to find a movie to watch
Speaker 3: than rolling through still images, you know.
Speaker 1: Right right, Yeah, that's fascinating. I do want to touch
Speaker 1: on fast briefly because I know you deal with you know,
Speaker 1: fast channels and providers quite a bit. You know, we've
Speaker 1: talked about that space is also maturing and kind of
Speaker 1: plateauing a little bit. You know, how has the fast
Speaker 1: sector specifically kind of been changing recently as it matures.
Speaker 3: Yeah, I think yesterday I was actually in the office
Speaker 3: physically in the office in New York City with a
Speaker 3: major cable company that we work with that has you know,
Speaker 3: double digit numbers of fast channels, And what they said,
Speaker 3: which I have heard from others, other big clients of ours,
Speaker 3: is that their focus now is on sort of refining
Speaker 3: their approach.
Speaker 2: They've got their.
Speaker 3: Twenty channels, their thirty channels, some of them are crushing it,
Speaker 3: some of them are lagging, some of them maybe need
Speaker 3: a little refresh, and so their focus is on really
Speaker 3: quality and you know, honing in on what's working, maybe
Speaker 3: making some decisions about sunsetting certain concepts or ideas, trying
Speaker 3: new things. So there was kind of a rush there,
Speaker 3: you know, five years ago, four years ago, a little
Speaker 3: bit further back, WBD wasn't in the game, NBCU wasn't
Speaker 3: in the game. They both both came to the market
Speaker 3: with you know, literally dozens of channels. That's that wave
Speaker 3: has happened, and so the platforms themselves are starting to
Speaker 3: sort of look at, you know, winnowing the herd a bit,
Speaker 3: cutting back a little bit, wanted to make sure they've
Speaker 3: got the best channels the content providers themselves after rushing
Speaker 3: in with so many channels. So I think you're seeing
Speaker 3: a kind of refinement and you know, curation and kind
Speaker 3: of you know, that kind of approach versus you know
Speaker 3: five years ago when it was really kind of a
Speaker 3: land grab for beachfront property. So that that's what that's
Speaker 3: I say, that's what's happening broadly with the big guys.
Speaker 3: The smaller guys, you know, are facing that challenge. You know,
Speaker 3: maybe they were digitally native brand on YouTube or you know,
Speaker 3: and they were able to get fast carriage across the
Speaker 3: ecosystem six seven years ago and now they're maybe you know,
Speaker 3: dealing with some pressure on their numbers and how do
Speaker 3: they get them up? And so yeah, we're not We're
Speaker 3: not in a real big expansion. I think we're in
Speaker 3: kind of a solidifying and focusing on.
Speaker 2: Quality, which I think is good.
Speaker 3: It's good because you know, we don't we kind of
Speaker 3: quickly replicated some version of cable you know, two fifty
Speaker 3: three fifty before you know it, and I don't know
Speaker 3: that that's necessarily the way to go.
Speaker 1: So interesting to circle back to an earlier topic a bit.
Speaker 1: You know, I was just reading an article that the
Speaker 1: increase in supply, you know, among subscription ad supported platforms
Speaker 1: has has also put more pressure on the fast space
Speaker 1: because advertisers want to be on what they perceive as
Speaker 1: you know, these these premium platforms as opposed to these
Speaker 1: channels that are showing you know, older content. Have you
Speaker 1: been seeing the impact of that from conversations that you've
Speaker 1: been having.
Speaker 3: I would I would say the impact is maybe a
Speaker 3: little bit more back up this food chain or the
Speaker 3: upstream or some metaphor that I'm mangling in the sense
Speaker 3: that I think that.
Speaker 2: Advertisers, savvy buyers.
Speaker 3: I think understand that fast channels aren't in many ways
Speaker 3: just like cable. They are high quality library. That's what
Speaker 3: most of cable TV is, even if you're going to
Speaker 3: buy the Bear or the Daily Show right on Comedy
Speaker 3: Central or FX. Your buy includes a wide swath of
Speaker 3: run of network placements that are across repeats of old
Speaker 3: sitcoms and old shows from South you know, South Park,
Speaker 3: you name it, always Sonny, that's what you that's what
Speaker 3: you're getting, you know. And so Fast doesn't have that
Speaker 3: Tiffany premiere piece. But you know, if you're looking for
Speaker 3: the right audience, right, you're still talking about premium television content.
Speaker 3: So I think there's some level of Fast doesn't quite
Speaker 3: get its due, And so I think that's a bit
Speaker 3: of a factor before the s fods even bring in
Speaker 3: an ad tier, right, and so that that feeds into
Speaker 3: that probably reality a little bit, as you just mentioned,
Speaker 3: because they have those bright, shining, new fantastic shows that
Speaker 3: can be the hook for someone to make a buy.
Speaker 2: But so I think there's some education around that.
Speaker 3: But again back to my point, right, whether it's twelve
Speaker 3: thirteen percent of the money forty fifty percent of the viewing,
Speaker 3: do you want to reach the audience or not? Right,
Speaker 3: if you're trying to sell Hamburgers or get people to
Speaker 3: go on to vacations to the Bahamas, you know, with
Speaker 3: your ad and they're watching you know, the bay Watch
Speaker 3: channel on fast or you know Axe Men or you
Speaker 3: know Ion on a fast service, you know, for a
Speaker 3: couple hours on a Tuesday evening.
Speaker 2: You know that's a premium moment to catch them.
Speaker 1: You know, yeah, yeah, you know, I would be surprised
Speaker 1: if you know, after to be aired. You know that
Speaker 1: they're Super Bowl simulcast this year. I would be surprised
Speaker 1: if that trend didn't continue. I'm CBS has next year's
Speaker 1: Super Bowl if I'm not mistaken. So I'm curious if
Speaker 1: they'll integrate it with with Pluto TV in any way.
Speaker 3: And they made the savvy decision to require people to
Speaker 3: register because you know, there aren't things that just to
Speaker 3: do a little circle back when we talk about YouTube,
Speaker 3: you know, you have a lot of personal personalization, and
Speaker 3: not everyone you know, in my house when I hit on,
Speaker 3: when I hit YouTube on my CTV, it' asked me,
Speaker 3: you know, obviously which one of us. Because I have
Speaker 3: a couple of kids, I click on my icon boom
Speaker 3: them into Dave's YouTube. I know some households maybe it's
Speaker 3: moms or dads or but in general, you have a
Speaker 3: significant portion of people that are within their YouTube experience
Speaker 3: on CTV, which is the ultimate level of personalization. Whereas
Speaker 3: a Pluto or if to be heretofore right, wants to
Speaker 3: have as a free service as little friction as possible. Right,
Speaker 3: they might give you an option to sign in a register,
Speaker 3: but you can skip it, And so to B was
Speaker 3: wise to use the Super Bowl as a way to
Speaker 3: drive registration. I think you'll see Pluto on others and
Speaker 3: then you think of it beyond that, Well, how much
Speaker 3: more can we try to force this on our users?
Speaker 3: You know, we might lose a few folks, there might
Speaker 3: be some churn. But on the other side, right, if
Speaker 3: x percent say okay, cool, look at the way you
Speaker 3: could up your level of personalization and understanding your audience.
Speaker 3: So you know, that's another factor. And obviously the s
Speaker 3: FOD guys have a different dynamic. They've got that already
Speaker 3: because you're having to pay.
Speaker 1: Yeah, yeah, that's a really good point. Last question, do
Speaker 1: you have a go to fast channel that you go
Speaker 1: to for your personal quote unquote lean back viewing?
Speaker 3: You know, one of the things that you know fast
Speaker 3: is followed cable a little bit right in many ways,
Speaker 3: and like cable. It's largely you know, repeats of great
Speaker 3: library for now and over time it's going to slowly
Speaker 3: get more and more like TV and probably have some
Speaker 3: original programing. There are people actually making things for Fast.
Speaker 3: The reason why I'm saying this is because that means
Speaker 3: that sports will be the last thing to get to
Speaker 3: Fast in a meaningful way. But one of the first
Speaker 3: things that came into Fast, which is a really great product,
Speaker 3: isn't news. The news on Fast is awesome. I mean,
Speaker 3: you just turn on, you know, whether it's NBC Now
Speaker 3: or you know, Bloomberg, So, you know, I find that
Speaker 3: like having that right there. I can just pop on
Speaker 3: and watch the news and it's like as good as
Speaker 3: anything on quote television is pretty cool and it is
Speaker 3: a really strong value. And I don't I don't feel
Speaker 3: like I'm watching like some streaming lesser than version of
Speaker 3: regular television. So I would say news. I really in news.
Speaker 3: News is a big one for me on Fast.
Speaker 2: Interesting.
Speaker 1: Well, obviously lots to discuss with these topics, but unfortunately
Speaker 1: we're going to have to leave it there. But I
Speaker 1: want to thank you again Dave for joining us on
Speaker 1: the podcast today.
Speaker 4: Thank you Tyler, Thanks for listening, be sure to leave
Speaker 4: us a review at Apple Podcasts or Amazon Music. We
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Speaker 4: and don't forget to tune in next week for another
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