Ryvalmedia Pulse (Vol.42)


This fortnight we highlight the rising costs of subscription and streaming services, IAB's affiliate & partnership marketing industry review and BBC Studios first-ever brand campaign outside of the U.K.

Video Streamers Growing Weary Of Inflated Subscription Prices

While subscription/streaming video on demand (SVOD) household penetration has increased by 0.9% from Q4 2023 to Q1 2024, with now 7.8 million Australian households subscribed to at least one service, there has been in increasing number of service cancellations, with most major providers experiencing a churn rate spike in Q1 2024. Average household spend across all SVOD services have increased for the 3rd quarter in a row which means many Australians are now paying $45 a month across an average of three services. With financial pressures still plaguing many Australians, 42% of churners have stated that the need to save money was the driver behind cancellations, however value-driven cancellations such as not wanting to pay after a free trial are becoming more common. With all this considered, it is no surprise that advertising-based VOD (AVOD) services are increasing in popularity, with the format seeing a +7.4% growth over the past year. With SVOD services aiming to keep consumer churn low with additional ad-supported options, consumers continuing to seek out price friendly and flexible viewing options, and the increase in AVOD adoption, it's clear that the video landscape has never been more fragmented. This points to the necessity of having a diversified screens buying strategy across all Video on Demand (BVOD, SVOD & AVOD). Learn more

Affiliate & Partnership Marketing – Industry Review 2024

The annual industry review from IAB Australia on Affiliate & Partnership marketing has recently been released, shedding light on an area of marketing that many brands are getting increasingly more involved in to increase revenue streams. While ongoing reductions in data signals and the eventual deprecation of third-party cookies add uncertainty on how to future-proof affiliate & partnership models, this problem is not unique to the affiliate channel and the report aims to highlight how much value there is to be gained from advertisers and publishers developing an affiliate marketing strategy. From an advertiser perspective, over a third of affiliate advertisers see 10% of online revenue attributed to this channel with 60% of current advertisers intend to increase spending over the next year. Similarly, from a publisher perspective, over half of affiliate publishers are seeing 25% or more of their online revenue attributed to affiliates. Affiliate and partnership marketing offer innovative and powerful tools for advertisers to drive sales, acquire new customers, and build mutually beneficial relationships with affiliates. In today's economic climate, where consumers are increasingly cost-conscious, brands that leverage affiliate marketing can provide valuable guidance and information to potential customers. Learn more

BBC Studios launches first-ever brand campaign outside the U.K

The recent launch of BBC Studios “Made to make you think” campaign signifies a brand-first for the company that is the commercial arm for the BBC Group. The first ever BBC brand campaign will reach a global audience outside of the UK, with a heavy paid media push across social media, out-of-home and more to amplify the message. The tagline “made to make you think” aims to reintroduce the BBC in key markets such as Australia by highlighting its brand principles of providing impartial information, inspiration and stories that connect beyond borders. The campaign comes at the same time as the brands relaunch of its website and app to go to a global market with an all-new product suite that will remove previous iterations of the BBC brand under different content areas and brings them all together under a single unified global BBC identity. The BBC's revamped platform, with its improved user interface and trusted reputation, is poised to drive significant reach and engagement. This will not only build on the BBC's already expansive audience in Australia, but also presents advertisers with a unique opportunity to target a highly engaged demographic searching for impartial journalism. Learn more

The Ryvalmedia Pulse is prepared fortnightly by Alex Pupko (Strategy Manager), with this issue in collaboration with Oliver Hempsall (Business Manager).


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