Spotify partners with Disney, Netflix launching a mobile-only streaming plan and other top news
Few key things that happened around the Ad Tech & Media Tech world this week.
Spotify partners with Disney
In an effort likely aimed at boosting family memberships, Spotify this morning announced a new partnership with Disney on the creation of a Disney Hub on its streaming service. Here, Disney fans in select markets including the U.S. will find a selection of Disney playlists, like soundtracks from Disney, Pixar and Marvel movies, Star Wars instrumentals, classics, sing-alongs and more. The Disney Hub is also live in the U.K., Ireland, South Africa, Canada, Australia, and New Zealand. It can be discovered by doing a search for “Disney” in the Spotify app. Disney songs in particular appeal to families with children and Spotify memberships that offer multiple profiles for both parents and kids alike are of more value to the streaming service. For example, Spotify Premium in the U.S. is $9.99 per month, but the Family membership is $14.99 per month. Of course, kids could just listen in under mom or dad’s account, but every parent knows that ruins one of Spotify’s best value propositions — its personalized playlists, like Discover Weekly.
Netflix launching a mobile-only streaming plan
After giving it a test run in a few countries earlier this year, Netflix has confirmed it will officially introduce a new plan that only lets customers stream content on a mobile device. The plan, set to launch in India during the third quarter, will be priced lower than the company’s existing subscriptions. In a letter to investors released this afternoon, Netflix said the mobile-only plan “will be an effective way to introduce a larger number of people in India to Netflix and to further expand our business in a market where Pay TV ARPU (average revenue per user) is low (below $5).” Netflix announced the new plan alongside financial results that revealed a big miss on customer growth that was way off the mark of the company’s forecast. Net subscribers in the US actually declined during the quarter. That miss is partially being attributed to price hikes, so why not go in the opposite direction and come up with a cheaper plan?
Blackstone to buy mobile ad tech company Vungle
Private equity firm Blackstone announced today (15 July) it is buying Vungle for an undisclosed amount. The mobile ad tech company runs in-app ads across over one billion unique devices and has partnerships with brands such as Zynga, Pandora and Microsoft. “As a best-in-class performance marketing platform, Vungle represents a key growth engine for the mobile app ecosystem,” said Sachin Bavishi, principal at Blackstone. “Our investment will help deliver on the company’s tremendous growth potential and we look forward to partnering with management to extend Vungle’s strength across mobile gaming and other performance brands.” Vungle was founded in 2011. In 2017, it had to remove founder Zain Jaffer as chief executive officer after he was arrested for assault with a deadly weapong, among other charges.
DAZN To Offer Eurosport Channels On Its OTT Streaming Platform
Sports streaming service DAZN has reached an agreement with Discovery to distribute Eurosport 1 HD and Eurosport 2 HD and to sublicence live Bundesliga matches in certain territories. From August 1, DAZN subscribers in Spain and Italy will be able to access the channels through the Over-the-Top (OTT) platform, while users in Germany and Austria will not only get Eurosport but 45 live Bundesliga games a season. Bundesliga coverage begins with the DFL SuperCup between Bayern Munich and Borussia Dortmund on August 3, with the majority of matches shown on Friday nights. Other games will be broadcast on Sundays and Mondays, while four relegation play-off matches will be shown.
ID5 Integrates With Prebid as Ad Tech’s Identity Wars Persist
ID5’s matching technology will now be available to publishers and ad tech players by integrating with Prebid.js, a move it claims will bring scale to its independent identifier plus reduce the sector’s reliance on third-party cookies. The collective that is independent ad tech, i.e. programmatic players outside of Amazon, Facebook and Google, wants to rival the scale of walled gardens by converging around a handful of “independent” identifiers. The theory is that if independent ad-tech vendors can pool their targeted media offerings around fewer identifiers they can rival the scale of a Facebook or Google, whose huge swaths of logged-in data help them garner more than 50% of online media revenue. Since the early era of ad tech, media traders and their independent programmatic intermediaries have had to literally synchronize hundreds of such IDs to match advertisers to audiences. And recent years have witnessed disparate efforts to galvanize the sector with efforts to reduce such requirements including the Advertising ID Consortium, the IAB Tech Lab’s DigiTrust plus Unified ID Solution.
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