Filed under: iTS, Video, Internet, Internet Tools
More people watch free ABC stream than download from iTunes
Do you remember way back in May when we told you that ABC was experimenting with streaming some of their primetime shows on the web for free (with commercials, of course). It looks like the experiment was a success because according to ABC the streaming shows were viewed 11 million times in 2 months as compared to 6 million iTunes downloads over 9 months.
Does this mean that people are willing to watch commercials if the TV shows are free? Well, duh.
[via iLounge]
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Reader Comments (Page 1 of 1)
iMatt said 2:42PM on 6-20-2006
I just browsed over to the ABC web site. It's very nicely done, with an almost "Front Row" like fluidity. Aside from the lack of iPod-ability (and the addition of commercial ads), it's not a bad way to watch tv shows. I'm glad that ABC has found some success with this and I hope that others follow. Of course, I'd still like commercial free, iPod-able episodes of my favorite shows on iTunes!
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kevin said 2:56PM on 6-20-2006
the real question is which method makes more profit
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unreal mccoy said 3:00PM on 6-20-2006
I don't think that 11 million viewings equates to 11 million unique viewers. If someone had to stop watching the show, and return to it later, it would count as an additional viewing. Not so with a download. But, this type of report is exactly what the old-guard media is looking for to defend its ad-driven format, over the ariwaves, online, or otherwise.
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Jacob Varghese said 3:11PM on 6-20-2006
I am looking for convenience. I don't mind watching a few ads if I can watch the content for free or cheap on my schedule. I hope the other networks follow ABC's model of offering both options.
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John said 3:12PM on 6-20-2006
"Of course, I'd still like commercial free, iPod-able episodes of my favorite shows"
Has anybody ever heard of Bittorent?
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Josh said 3:25PM on 6-20-2006
The question is when will they allow iPod-ability? I would think sponsors wouldn't care if someone saw their commercials on a TV or iPod.
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Bryan Ribas said 3:26PM on 6-20-2006
I think that number is way off. 11 mil in 2 months. It most likly people clicking to see what it is then closing it out.
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BRockNYLA said 3:41PM on 6-20-2006
works for me. i'd much rather watch a few commercials than pay to see a tv show. now, where was Grey's Anatomy and 'All My Children' (lol) on that list? i just wish the networks would offer up everythig instead of the piecemeal helpings.
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Chris said 3:41PM on 6-20-2006
No they wouldn't care about commercials so long as they could guarantee that they wouldn't be remmoved and then given to other people to use. DRM will surely be in place just as the ABC site doesn't allow for downloads.
This study is purely a marketing technique that informs the reader of nothing comparable. As mentioned, I'm sure a partial viewing counts with ABC and they did well to make a fast and user friendly site that allows you jump to a slected timeframe. The Front Row-like interface is also very slick. Plus, 6 million Downloads can be watched over and over, and if you want to include how many of those iTunes downloads were only watched a fraction of it's time the number would surely exceed ABC's site.
The thing is, it worked on me a I actually went to the site and realized that there are shows I'd like to see. I tried find it months ago but ABC doesn't make it very obvoious fromt heir main site. That part does need work.
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yamarnez said 3:46PM on 6-20-2006
I'd like to see the 2 formulas in iTunes, with commercials (free) and without (pay). If Apple could have a deal with the add agencies, why not? So you have the choice (if you have the money...) ;
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Chris said 4:31PM on 6-20-2006
Perhaps I don't know enough about the econmics involced, but I agree with Yamarnez.
Even if the studios didn't want to get their funds directly from advertisers, Apple could still pay them per download as usual and the advertisers could pay Apple directly. The free version would still be Protected, be tied to the user's account and only be allowed once per account holder.
I imagine that an advertiser could agree to pay for X amount of advertisements, not an unlimited number for that show. So despite the kazillion "Lost" downloads the advert is only placed in certain type shows until that many downloads are complete. They could even go so far as to analyze the customer's previous iTunes purchases and other demographics (ie: age, gender, location) to dynamically input adverts into the video prior to downloading, in this way creating a advertising campaign that is more likely to appeal to the viewer and therefor be more lucrative.
If there is a reason this model wouldn't work, please explain it to me as I'd really like to know.
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Edsel said 5:25PM on 6-20-2006
I use to find commercials better scripted and more entertaining than regular programming. That was over ten years ago, the last time I spent more than three minutes watching TV "entertainment".
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random said 5:27PM on 6-20-2006
I have a lot of problems with viewing the ABC streams on a fast network connection. I have a good feeling that a lot of those so-called viewings consisted of a person starting to watch it and then getting fed up as the stream stops and refuses to start up again. Or gets stuck while going to the commercial break.
The commercials are fairly noninvasive though. There's usually one or two sponsors for the stream, and the 30 second commercials pop up maybe 2 or 3 times per stream.
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jeff said 5:43PM on 6-20-2006
imo, people want two things: free content, and be able to watch it whenver they want.
putting up with a few commercials is not a big deal, as long as the overall experience doesn't detract consumers from watching the show, such as breaks in the streaming, etc.. the attractiveness of tivo is never about being able to fast forward commercials (commercials have been around for a long time, and people have found ways to deal with them), but able to watch any show, any time you want conveniently.
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Jim said 7:34PM on 6-20-2006
Gee, free vs. $1.99. Whichever should I choose?
ABC: Stop blowing your own horn. Just. Blow.
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Mephistophelian said 7:56PM on 6-20-2006
USA only ... oh well looks like I will have to stick with Bittorent even though this is probably a much more efficient way to view the latest episodes.
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Steven said 4:13AM on 6-21-2006
I liked them, until I got to the season finale of desperate housewives, and the stream stopped every time at the 44 minute mark (where the normal show would normally end, but it's a double episode). Ended up downloading that episode using bittorrent.
....and the 44 before that one.
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