The churn is real.
And by “churn,” we mean consumers signing up for a premium streaming service, watching the select shows that caught their eye, and unsubscribing to save some cash.
Serial churners (23% of the audience) rotate services to follow content. They’re cost-optimizing consumers responding to fragmentation.
It’s an issue, no doubt. Consumers who spent years paying huge fees for either cable or dish-like services don’t want to replace one system with a similarly priced competitor.
Enter platforms like Tubi, Pluto TV and The Roku Channel. Each offers a crush of existing content – both TV and films – for free.
Yes, free.
The catch? The platforms feature commercials to help keep the lights on.
They provide a valuable service for those watching their pennies, and the amount of available content is surreal. Old shows. New films. Indie favorites. B-movies. Films you never heard of, and after a good 20 minutes, you know why.
Now, one of those services is teaming up with TikTok, and it’s the kind of move that should scare Hollywood silly.
TikTok will work with Tubi to identify creators, and an initial cohort will be invited to the incubator program this summer. The shows, both scripted and unscripted, will debut exclusively on Tubi, with TikTok leveraging its Spotlight program to drive its users to the platform.
Is it a game changer? Likely, no. Does the partnership allow TikTok creators to expand their audience and compete with Hollywood and dart around traditional gatekeepers?
You betcha.
It’s one of many reasons Hollywood types should be nervous right now. YouTube is a massive threat to the traditional Hollywood system. Consider how a garden-variety cooking channel, like Sam the Cooking Guy, generates millions of subscribers and racks up thousands of views.
All for a very modest price point.
TikTok offers another challenge to the status quo. Now, some of the most imaginative TikTok accounts will get a Tubi-sized boost.
Still a good idea to insult half your potential audience, Hollywood?
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