AVOD Acquisition Costs And Savings: Data Dose
Welcome to TVREV’s Data Dose, where we look at some of the week’s most interesting data points from around the industry. If you have data you’d like to share, hit us up.
1. Costly Customer Acquisition for AVODs
VIZIO released a new case study examining how smart TV home screens drive traffic to AVOD services. One interesting nugget in the analysis looked at the cost of acquisition for new users vs lapsed or retaining users. The results show that it is 82% more expensive to acquire a new subscriber than retain an existing subscriber, and 43% more expensive to acquire a new subscriber than regain a lapsed subscriber.
(via VIZIO)
2. Social Video’s Delicious Proposition
A new report from Tubular Labs looks at the value of measuring behaviors of social video audiences, and how those translate to sales. As Tubular points out using data around top food & beverage creator @FoodyFetish, if each of his 15 million viewers that shop for grocery & gourmet food spent $5, it could equal $75 million in sales. That sort of projection allows him to maximize brand partnerships, while brands get more transparency into how their investment with him could pay off.
(via Tubular Labs)
3. Mexican Beer Brands Bubble Up
Mexican brands have been growing their share of beer TV ad impressions over the last five years, and accounted for nearly 44% during the first seven months of 2022, according to a new report from iSpot. That emergence isn’t the only trend in beer, as seltzer and non-alcoholic options have grown to about 30% of the category’s TV ad impressions as well.
(via iSpot)
4. The Force Is Strong… With Prequels
Spin-offs and prequels are not just a strategy to keep franchise viewers on streaming services – these programs also drive interest in the source material. Data from Parrot Analytics shows how Disney+’s Obi-Wan Kenobi kept audience demand high on previous Star Wars films – even after the series finale.
(Data from Parrot Analytics, via The Wrap)
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