The Business Of Data With Jon Lafayette: Streaming With a Main Course of Data
One of the benefits of growing in streaming is the data you get about your customers. That's something Fox is learning to enjoy. Of course, there can be too much of a good thing. Fortunately AI is coming to the rescue. Or is it? Read more below to find out.
Fox Shares Data About Streaming Viewing
'We’ve already gained meaningful insights into audience engagement trends,' said Lachlan Murdoch
Advertising spending on connected TV is growing at a rapid rate. Fox is a latecomer to streaming, but on its second-quarter earnings call Tuesday, the company shared some of the data that’s been rolling in since its launch of Fox One last year.
Speaking on the call, Fox CEO Lachlan Murdoch said management is “encouraged by consumer reception” for Fox One. He said it has exceeded expectations, but the company has not said how many subs it has. Research company Antenna estimated it had gained 2.3 million subscribers by the middle of football season.
With its new digital product, “we’ve already gained meaningful insights into audience engagement trends,” Murdoch said. “While live sporting events continue to drive the majority of engagement, news accounts for approximately one-third of total minutes viewed on Fox One.” [READ MORE]
How AI Is Changing the Business of Measurement
The huge amount of data available to marketers appears to be a double-edged sword.
While a big majority of buyers have adopted various forms of advanced measurement using the data available, most have discovered major shortcomings as they attempt to plug the data into their marketing mix models, according to the IAB’s new State of Data 2026 report, which was released at the group's annual leadership meeting this week.
Because so far, measurement of attribution, incrementality and return on investment have not been reliable, billions of marketing dollars have been mis-allocated, and time is being wasted stitching data together instead of generating insights. [READ MORE]
BrightLine Clicks With Disney’s Streaming Portfolio
In the technology business, being early often means failure because you were before your time. And the history of interactive TV goes back decades, without many examples of ringing success.
BrightLine seems to be an exception. The company, which builds interactive and immersive advertising experiences for TV, was founded more than 20 years ago, before YouTube streamed its first video. And BrightLine has stuck around long enough to enjoy a big boost as TV viewing shifts from linear to streaming.
Hulu, one of the earliest streamers, became a BrightLine customer 10 years ago. Now Hulu is part of Disney and Disney is expanding its relationship with BrightLine. [READ MORE]
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