The Resilient Advertiser-Support Video Content Model

             Changes in the rates for Netflix and other video content show a major nudge (make that push) toward a cheaper advertiser-supported option.  Just now, Netflix has raised its ad-free plans to $11.99-22.99 monthly, but kept its newly offered ad-supported plan at $6.99. https://www.cbsnews.com/news/netflix-price-increase-2023/.  Apparently, the company can accrue higher revenues and profits by combining monthly subscriber payments with advertising revenues.  I expect the number of advertising minutes to creep up incrementally, but who counts?

            The more things change, the more they remain the same.  Not too long ago, pundits touted the pay per view, and all you can eat pricing models, often with no advertising.  HBO considered ad free a competitive advantage underscoring its premium status. Now, the new HBO, called Max, offers an ad-supported option, for $9.99 compared to the $15.99-19.99 ad-free option. https://www.cabletv.com/hbo-max.

            The ad-support model comes at a time when consumers appear inclined to trim their monthly video content expenditures.  Increasingly, cable subscribers have “cut the cord,” no longer willing to pay an average $112.70 monthly for an array of content, much of which they do not watch. https://cordcuttersnews.com/the-average-cable-tv-bill-from-comcast-spectrum-more-is-now-112-70-a-month-just-for-tv-in-2023/. Why pay a cable operator $9.42 or more a month for ESPN channels (https://www.sportico.com/business/media/2023/sports-tv-cable-bundle-license-to-print-money-1234734446/) if you don’t care about sports programming?

            The resiliency of the advertiser supported pricing model presents consumers with a mixed bag.  On one hand, advertising interferes with the flow of programming, especially long form content, such as movies.  While Max currently emphasizes that it will interrupt programming with comparatively fewer minutes, it will join the bandwagon of incrementally more and more ads.  I recently watched programming on Amazon’s Freevee, https://www.amazon.com/gp/video/splash/freevee_findus and YoutubeTV.  It seemed that viewers face a sequence of 5 minute content blocs followed by 5 minutes of advertising.  A two hour movie extends well beyond three hours. 

            On the other hand, while you have to tolerate interruptions, you do not have to consume the products and services advertised.  You are not a complete “free rider,” as you still pay for a subscription, but there are growing out of pocket savings compared to the ever increasing ad free option.

            Content vendors will do more with less as they reduce programming expenses.  Another economic fact of life comes to mind: you get what you pay for.  Expect a speedy decline in the value proposition from streaming video.