So with the summer upon us in earnest, it is a good time to
take a quick inventory of the space through the lens of “Engage, Monetize, and
Acquire”:
Engage. While there has been much press around zeebox
and Viggle having a combined 8m users, Xbox SmartGlass has quietly been
downloaded 17m times. So targeting the
right demographic and leveraging the “passive but pervasive” capability of a
second screen ecosystem seems to create utility and enough value to generate
significant consumer activity.
Monetize. There are more opportunities than ever these
days to find real examples of monetization.
March Madness, for example, pushed 49 million live streams out (vs. 18
million the year prior) and 14 million hours of live video during the 3-week
event. 69% of fans used the mobile app
while watching the game and 26% of them watched some of the games live on their
mobile app. During the weekends, mobile
viewing exceeded PC-based viewing. Even
if you assume only 1/3 of those streams went through their second screen app at
a nominal CPM rate for sports, they generated sizable millions in second screen
revenue from that event.
Acquire. Once there is real engagement and a
monetization model, app publishers can focus on attracting large numbers of
consumers. Viggle (3 million
subscribers) and zeebox (5+ million downloads) have this figured out, with both
leveraging online marketing and zeebox leveraging the TV channel power of their
strategic partners, growing at steady rates.
March Madness had 3+ million unique mobile viewers through their app in
the 3-week-long event. Xbox clearly
figured out a formula with their existing install base (30 million subscribers
in the US alone). Scripted TV shows and
sports networks are promoting their apps as well, often giving exclusive
content in the apps as an incentive for utilization.
So enjoy your summer and, despite the dynamics of this young
and emerging market, take comfort in the fact that with each passing week,
smartphone and tablet penetration continues to accelerate in the western world,
fueling the potential for 2nd screen engagement and monetization.
We’re looking forward to discuss engagement and monetization
with a focus on the growing European 2nd Screen industry at the 2nd Screen
Summit: Amsterdam to be held on Sunday, September 15that the
Okura Hotel. Early registration is now
open and we’ll be announcing a great set of anchor keynotes for the event this
week. Stay tuned!
@ChuckParkerTech
@S32Day
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