This week’s Way forward for TV Briefing goals to outline a few of the key phrases that may trigger confusion when speaking concerning the TV, streaming and digital video trade.
The way forward for TV, outlined
A 12 months in the past, we printed a glossary of key phrases that folks within the TV, streaming and digital video trade use and, typically, misuse. A 12 months later, a lot of these phrases proceed for use and, sadly, misused. So we’re republishing the information — with a couple of new additions for 2022 — that search to move off any future confusion in conversations concerning the Way forward for TV.
What it stands for: Related TV
What it refers to: TV screens which might be related to the web. This may be both a sensible TV with its personal built-in working system or an everyday, “dumb” TV hooked as much as an internet-connected system like an Apple TV field, Roku streaming stick or Chromecast dongle. The purpose is that CTV considerations the TV as a tool by means of which individuals stream companies like Netflix and Disney+ — it’s not synonymous with streaming.
Learn how to use it: To consult with the TV display as an internet-connected system or to consult with the audiences, programming or advertisements which might be accessed by means of an internet-connected TV display. Think about CTV to be the TV trade’s analogue to the cellular trade’s smartphone.
Instance sentence: I don’t need to watch “Home of Dragons” on my laptop computer, so I’ll stream it by means of HBO Max’s CTV app.
What it stands for: Excessive
What it refers to: The strategy of distributing TV exhibits outdoors of — or, excessive of — a cable field or satellite tv for pc dish. At the least that was the unique definition. This acronym was launched to explain TV networks making their programming accessible on their web sites and different digital properties. Finally, that included Hulu, which was one of many pioneering streaming companies and sure a significant cause why OTT has develop into synonymous with streaming and conflated with CTV.
Learn how to use it: Don’t. Repeat: Don’t use this acronym. Please. OTT was advantageous for a time, however that point has handed. As talked about above, OTT has develop into synonymous with streaming, so let’s simply say streaming as a substitute. That means our family and friends members will know what the hell we’re speaking about.
Instance sentence: Keep in mind once we used to say OTT? I’m so glad all of us simply say streaming now.
What it stands for: Free, ad-supported streaming TV
What it refers to: Streaming properties that resemble linear TV by carrying channels that air 24/7 primarily based on a set programming schedule, can be found free of charge and have advertisements that interrupt the programming.
Learn how to use it: To consult with the subsection of the ad-supported streaming market that mimics pre-DVR broadcast TV. The time period FAST might be utilized to the companies themselves or to particular person 24/7 channels that the companies carry.
Instance sentence: I don’t really feel like determining what to look at. Simply placed on a FAST cooking channel so we will begin consuming.
What it stands for: Advert-supported video on demand
What it refers to: Video programming, akin to TV exhibits and films, that may be accessed at any time, can be found both free of charge or a charge and carry advertisements that play earlier than, throughout and/or after this system. AVOD’s distinguishing side is that programming is accessible on demand somewhat than requiring folks to tune in at a given time.
Learn how to use it: With care. Earlier than the rise of FAST companies, AVOD was successfully synonymous with ad-supported streaming. Then FAST companies got here alongside and cut up the ad-supported streaming market into two sides — just like how conventional TV has linear channels and programming accessible on demand.
However the line between AVOD and FAST is blurring.
Numerous FAST companies, akin to ViacomCBS’s Pluto TV, have added programming that’s accessible on-demand and carries advertisements. In the meantime, initially AVOD companies like Amazon’s IMDb TV and Roku’s The Roku Channel have added FAST channels alongside their on-demand programming libraries. In brief, solely use AVOD when referring to a subsection of the ad-supported streaming market as a way to differentiate from the FAST subsection. If the excellence is pointless, go for the umbrella time period “ad-supported streaming.”
Instance sentence: I’m solely all for shopping for AVOD stock as a result of I determine these viewers usually tend to be paying consideration when my advert airs.
What it stands for: Tv
What it refers to: 1) The big display(s) in folks’s properties by means of which they watch video programming, starting from dwell sports activities to sitcoms to motion pictures to clips of cats. 2) The video programming that folks watch on screens, together with, however not restricted to, the massive display(s) of their properties.
Learn how to use it: To replicate the convergence between conventional TV and streaming. If a chunk of programming might be watched on a TV display, then it’s TV. Somebody who watches a chunk of programming or an advert on TV is a TV viewer. An advert that performs on a TV display is a TV advert.
Admittedly, increasing TV past the normal definition goes to take a while, particularly with TikTok having a CTV app in order that short-form video will also be thought-about TV. However if final 12 months’s upfront negotiations are any indication, that broader that means is gaining traction, particularly with digital video platforms like YouTube rivaling Netflix’s TV watch time.
Instance sentence: I’m gonna go watch TV now.
What it refers to: The measurement metric(s) used as the idea for transactions between advert patrons and sellers. Traditionally, this has referred to Nielsen’s Gross Rankings Level metric that gauges how many individuals could have seen a model’s advert on TV, however it might additionally apply to different forms of measurement. For instance, since Google sells search advertisements on a cost-per-click foundation, clicks are the foreign money for search promoting.
Learn how to use it: To consult with measurements strictly when a measurement is the metric dictating how a lot cash is to be exchanged between advertisers and media firms or tech platforms.
Instance sentence: I don’t care how many individuals noticed my advert. I care how many individuals bought my product after seeing my advert, so let’s use gross sales raise because the foreign money for this marketing campaign.
What it refers to: Movies which might be 10 minutes or shorter in size and printed on vertical video platforms like TikTok, Instagram Reels and YouTube Shorts — for essentially the most half. If that sounds incorrect, that’s comprehensible. So let’s spend numerous time speaking concerning the class of movies which might be speculated to be concise.
For years, “short-form” referred to movies that had been shorter than half-hour TV episodes and sometimes meant 10-minute-or-less YouTube movies. Then YouTube creators began making 10- to 20-minute-long movies, which begat the time period “mid-form video.” Then Snapchat created a marketplace for sub-10-minute-long vertical movies, and TikTok shrunk the market much more with sub-60-second-long vertical movies.
As a result of nothing can ever be so simple, TikTok and Instagram have been blurring the definition of short-form video by extending TikTok video lengths to 10 minutes and Reels to fifteen minutes. However somewhat than saying, “Screw it. It’s all video” and sacrificing any shorthand for delineating amongst totally different video codecs, let’s stick to the historic 10-minute marker and add the vertical format as a filter
Learn how to use it: With context. If it isn’t already clear, “short-form” is a relative time period. A TV or streaming present producer could take into account any YouTube video to be short-form, whereas a TikTok creator could take into account any YouTube video to be long-form. So somewhat than use the time period “short-form video” by itself, it’s good to quote an instance on the identical time.
Instance sentence: Our short-form video technique proper now’s reducing clips from our TV exhibits and YouTube movies and reformatting them vertically to submit to TikTok.
What it refers to: Movies which might be greater than a minute lengthy and printed on horizontal video platforms like YouTube, Fb and streaming companies. Principally any video that doesn’t qualify as short-form video.
As talked about above, for years long-form video implicitly meant TV-length or longer movies. However then platforms like Vine, Snapchat and TikTok have pulled on the different finish of the video spectrum to make 10-minute-long movies really feel comparatively lengthy. And a few TikTok creators even take into account plus-60-second-long movies to be long-form. That line of delineation is strengthened by YouTube’s TikTok clone Shorts capping video lengths at 60 seconds, implying that YouTube considers 60 seconds to be the brink between short-form and not-short-form, which we’ll name long-form (a minimum of for now).
Learn how to use it: With context. Identical with short-form video, which isn’t the identical as long-form video.
Instance sentence: My long-form video technique is stitching collectively a bunch of my TikToks into one video and zooming in to fill the display horizontally so that they appear to be an episodic TV or YouTube present.
What we’ve heard
“The one factor that was by no means handled within the final [Writers Guild of America] negotiation, as a result of no one wished to close down the enterprise, was they by no means handled the residuals subject. That scares me a bit bit. That’ll be [an issue] in 2023.”
— Leisure govt
Conventional TV’s overexposure subject
Streaming companies catch numerous flak for exhibiting folks the identical advert over and over. However conventional TV additionally has an issue with overexposing audiences to advertisements.
In accordance with measurement agency Samba TV’s “The State of Viewership” report, the overwhelming majority of advertisements that aired on conventional TV within the first quarter of 2022 solely reached roughly half of U.S. households.