iWorld
YouTube, FB to corner major ad spend globally over 5 years
NEW DELHI: New data from UK-based Juniper Research has found that advertising spend on FVoD (free video on demand) content, such as media on YouTube and Facebook, will surge over the next five years reaching $37 billion by 2022. This is up from an estimated $16 billion in 2017.
In addition, unique users of such content will reach just under 4.5 billion globally by 2022 as the appetite for free video media continues its expanse, a statement from Juniper Research said on Tuesday.
The new research, Digital TV & Video: Network and OTT Strategies 2017-2022, found that leading FVoD provider YouTube, which sees over 1 billion hours watched per day, will face increasing competition from social media platforms. It observed that the delivery of live video content via social media channels will be one of the growth areas for 2018 as users increase the volume of live broadcast content posted to these platforms. Such examples include Instagram, which has over 800 million monthly active users, and Snapchat which has 178 million daily active users.
Said research author Lauren Foye, “This content will increasingly be of interest to advertisers, especially in view of Facebook’s monthly active user base of over two billion people. The company has launched an app and website ‘Facebook for Creators’ to help users refine video content and generate viewership.”
Juniper found that this will aid growth in content consumption, with data usage from OTT content surpassing 840 exabytes by 2022, the equivalent of 129 billion hours of 4K streaming.
Recent changes to YouTube’s Partner Programme means that it will only accept channels with more than 1,000 subscribers and 4,000 viewing hours acquired across a year to its shared advertising revenue programme, the research highlighted. This change in strategy results from increased advertiser pressure following several high-profile, offensive, video posts by users.
Nevertheless, Juniper forecasts YouTube to account for almost a quarter of all FVoD adspend by 2022.
Juniper Research provides research and analytical services to the global hi-tech communications sector, giving consultancy, analyst reports and industry commentary.
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iWorld
Amazon MX Player launches free micro-drama destination Fatafat
New platform offers serialized short-form stories with Munawar Faruqui campaign.
MUMBAI: Amazon MX Player just made micro-dramas free because the only thing shorter than the episodes is now the price tag (zero). Amazon MX Player has launched Fatafat, India’s first completely free premium micro-drama destination, giving mobile-first audiences access to fast-paced, serialized short-form stories without any paywall. Designed for quick viewing bursts, Fatafat features a growing catalogue of romance, drama, thriller and youth-led narratives in bite-sized episodes that are instantly bingeable. Unlike most micro-drama platforms that charge for access, Fatafat removes the barrier entirely, expanding the format’s reach across India.
The launch is supported by a humorous digital campaign fronted by comedian-actor Munawar Faruqui. The spots playfully highlight how small spends on paid micro-drama apps could be better used elsewhere, positioning Fatafat as the smarter, no-cost choice for engaging entertainment.
Amazon MX Player head Karan Bedi said, “Our vision has always been to make premium entertainment accessible to everyone, free of cost. With Fatafat, we are extending that promise to the rapidly growing micro-drama category quick, engaging and mobile-first while remaining completely free for viewers across India.”
Amazon MX Player head of content Amogh Dusad added, “Micro-dramas open up exciting creative possibilities for storytelling. With Fatafat, we are building a diverse slate of serialized stories across genres while keeping the experience fast, engaging and accessible to viewers everywhere.”
Munawar Faruqui said, “Today’s entertainment landscape is defined by content that is fast, engaging, and instantly accessible. Shooting for the campaign was a thoroughly enjoyable experience, especially as the scenarios felt incredibly authentic and relatable.”
Fatafat will continue to expand its library with several new titles in the coming months. The destination is available to stream for free on the Amazon MX Player mobile app.
In a country where attention spans are shrinking faster than episode lengths, Amazon MX Player isn’t just joining the micro-drama party,it’s throwing the doors wide open and telling everyone the snacks (and stories) are on the house.
