Updates and Changes to the Media Landscape Put Into Effect During 1Q21

During 1Q21, broadband-only homes have been added to the DMA universe measurement. This includes homes that subscribe to a vMVPD that carries local programming, such as Hulu Live, YouTube TV, and Sling TV. For those unfamiliar, the DMA universe is the geographical region where local TV or radio signals are measured. IE: Your local media landscape.

Depending on the market, these broadband-only homes generally make up a minimum of 15% of households. These homes account for much of the variances we previously saw between total households and TV households. This will increase impressions since there are more available viewers being captured. However, this may have the opposite effect on ratings which are based on percentages.

Discovery+ – A New Way to Binge Watch Cable Networks

Discovery + is a new streaming service that gives subscribers access to 55,000 episodes of 2500+ current and classic shows from HGTV, Food Network, TLC, ID, Animal Planet, Magnolia Network, OWN and more.

Discovery+ is available to stream on popular devices like Roku and Amazon Fire.  There are two subscription tiers – an ad-free subscription that and an ad-supported.

Verizon Unlimited Customers are eligible for a special offer: free for 12-months/ $6.99/month after.

Wall Street analysts are predicting Discovery+ to have about 15-20 million US subscribers by the end of 2021.

Paramount+ – A Change in Subscription Services Content

CBS All Access will change its name to Paramount+ sometime in early 2021. This service will still be CBS All Access, but with the additional content from the following Viacom CBS Networks: Paramount Network, MTV, Comedy Central and Nickelodeon.

There will be two subscription tiers: an ad-free subscription that and an ad-supported.  CBS All Access is currently available on popular devices like Roku and Amazon Fire.

Looking towards 2Q21

2Q21 will remain a changing media landscape. Homeowners have more and more options around the DIY, home remodeling, and home repair content across the viewing universe. RCG Contractor Marketing is continuously looking at these opportunities and tracking the on-going audience shifts. If you are curious whether OTT might be the right choice for your business, we recommend you contact our team to provide you with more insight on targeting your specific audience.