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Final week, Wondery, an Amazon-owned podcast studio, introduced the launch of three new free ad-supported streaming TV (FAST) channels on Amazon’s FAST service, Freevee. These channels will be part of the lineup of over 400 current channels on Freevee and can function a brand new entry level for audiences to find Wondery’s premium content material. Notably, Wondery’s three new FAST channels would be the debut of podcast video channels on Freevee. The channels will function a set of greater than 20 Wondery collection that target true crime, sports activities, and leisure and popular culture. Ryan Pirozzi, the top of Freevee, was quoted stating:“We’re at all times innovating to supply an more and more higher FAST expertise and the addition of podcast video channels from Wondery is an entertaining and distinctive option to introduce a brand new format for our Freevee viewers.”
Welcome to the subsequent chapter of the media fusion.
Why podcasts and FAST are fusing collectively
The brand new Wondery FAST channel reveals will function a mix of on-camera interviews, animations, and visually-appealing podcast paintings designed for cell and TV screens. The evolution of podcast movies displays the broader development of podcast audiences more and more counting on video platforms to entry their podcast content material. In MIDiA’s Q2 2023 client survey, greater than half of all weekly podcast customers used YouTube to entry podcasts, making it the preferred podcast distribution platform. Of those customers, lower than 1 / 4 skipped podcast advertisements. Moreover, contemplating that podcast WAUs, who make up practically 1 / 4 of all customers, earn greater than the patron common underlines the FAST potential of linear video podcasts.
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TV monetisation
The third approach
The slowing of subscription progress in developed markets implies that streaming providers must look each in the direction of post-subscription and post-advertising fashions. A deal with retention will keep downward…
Audiovisual media distribution holds the important thing to unlocking extra advert revenues for media and tech firms, opening up a brand new viewers for advertisers eager to achieve more and more jaded and discerning digital customers. As MIDiA will reveal in subsequent week’s ASI presentation, The FAST benefit: Why free ad-supported streaming TV is the brand new audiovisual promoting alternative, there’s an rising alternative to make promoting each related and interesting for customers. This unlocks elevated receptivity to advertisements and a much more significant worth alternate for customers.
Digital customers are savvy and more and more format agnostic
The times of lazy pre-roll and show promoting are numbered for video as media fusion (the mixing of various codecs to create hybrid media experiences) breaks creativity out of constraining format silos and exposes customers to new and interactive methods to have interaction with content material and fandom. These customers have gotten more and more delicate to content material and business messaging. Nonetheless, they’re additionally receptive to related promoting, and podcast customers particularly usually tend to purchase merchandise which might be marketed to them than the patron common.
Wondery’s tie up with Freevee is, subsequently, a part of a wider transfer to make the advert expertise extra significant for customers confronting subscription fatigue, and for a tech main to higher leverage its varied overlapping media content material manufacturing and distribution belongings. Count on related initiatives to start out being rolled out by Amazon’s tech main rivals.
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