Streaming

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Consumers have access to an overwhelming variety of content across a myriad of platforms, with choice paralysis set to increase as new streaming services roll out across Europe early next year. Netflix currently dominate the streaming market, tipping over 10m UK subscribers at the end of 2018, taking it past the number of households with a Sky subscription. All of the major players have seen year on year growth, Netflix and Amazon made gains of 25.9% and 23.3% respectively compared to Q1 2018, while Now TV added 10.8%. The landscape is set to become more fragmented in 2020 with Disney+, Apple TV+ and HBO Max offering consumers yet more choice. How can OOH help broadcasters, streaming services and film studios stand out in an increasingly cluttered market?

Netflix have become one of the biggest advertising buyers in the entertainment industry - and that spend continues to grow as the company ramps up its original content programming.

The UK Streaming Market

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Be Confident

To find out more contact:

from 2017 to 2018

Source: Nielsen

65%

Nihal De Silva Client Partner - Entertainment

nihal.desilva@clearchannel.co.uk

Tell the world what you stand for

Netflix marketing spend increased by

Digital OOH offers the flexibility to contextualise and compliment your broadcast message in the moments that matter. With dynamic feeds, the use of first or third party data can enable you to react to those moments in real-time. Brands who do this will give themselves an edge over competitors, and lodge themselves in the mind of consumers.

Be Relevant

Netflix OOH spend significantly ramped up in 2018

use a streaming service more often than their pay TV service

Out of Home is

54%

Source: Binet and Field, Marketing Effectiveness in a Digital Era, 2017)

of the UK population use a video subscription service

38%

Source: Ofcom

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Delivering a helpful message in the right place, at the right time will reduce the effort required by the consumer to act? A message delivered on Pay Day, within walking distance of a store, and directions of how to get there.

Be Helpful

Increase the motivation and ability to make a purchase

more likely to notice DOOH in the past week

Out of Home super-users see a

29%

Source: TGI, Q1, 2019 (Those who spend at least 6 hours a week watching VOD)

Clear Channel have 1,500+ Adshel Live screens in walking distance to phone retailers

In an increasingly cluttered market using Super Premium out of home sites can help deliver mass coverage and generate brand fame*. With the flexibility that digital out of home offers, deliver tune in or catch up messages to consumers during commuter hours to stay top of mind.

Drive Brand Fame

Make your brand famous!

agree that special builds position a brand as more exciting

67%

Source: Talon

OOH boosts fame

+32%

*vs. non-users of OOH Source: Clear Channel, Brand Fame Uncovered, 2016

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of UK households have two or more video subscription services

1/3

more likely to take action in response too OOH

35%

visit a supermarket at least 2-3 times a week

3in4

more likely to visit the cinema more than once a month

61%

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Netflix and Amazon made £1.1bn in revenue from streaming customers in 2018 between them, double that of the commercial broadcasters own streaming services. Now TV, the ITV Hub, All 4 and My5 took in around £530m in comparison.

Netflix & Amazon make double the revenue of UK broadcasters

The release of the eagerly-awaited Game of Thrones finale saw Sky playfully showcase an epic TV moment across our Adshel Live and Wrap digital screens. The names of notable characters in the series were cleverly turned into a collection of puns and was a great way to directly thank fans for watching the show whilst still in the hype. This campaign ran as a two-day DOOH takeover by Sky.

Be in the moment

Sky - Game of Thrones

Ability To Perform Behaviour Availability: - Can watch it now - Clear which platform show is on

Sufficiently Motivated Social Acceptance/Rejection: - Positive critical reviews

How OOH delivers Activation

Using +15% of media budget in OOH is proven to boost short-term sales

Source: IPA and Rapport, Standing on the Shoulder of Giants, 2018

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Out of Home reaches on-demand audiences

Visit a supermarket at least 2-3 times a week

3in4

more likely to notice DOOH in the past week

29%

Source: TGI, Q1, 2019 (Those who spend at least 6 hours a week watching VOD)

More likely to visit the cinema more than once a month

61%

@clearchanneluk

clearchannel.co.uk