Vizio is outperforming Roku in Q3 2023, with 12% higher engagement and 9% higher ARPU. Despite a tough ad market, Vizio has leveraged the home screen to capture more revenue and increase its ARPU by 14%. Conversely, Roku saw a 7% decline and higher Platform+ revenue from strong home screen revenue.
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Vizio enters TVOS space with SmartCast OS to grow ad business, compete with Google, Amazon, Roku, etc. It offers unique FAST WatchFree+ service to succeed against competition and increase households with greater scale in advertising.
Read MoreVizio’s decision to license their Smartcast TV OS to other TV OEMs gives them access to a larger market, but they must compete with 8 other streaming OSs such as Roku OS, Google TV, Android TV, and Fire TV. It may be difficult for Vizio to give better deals than competitors, making it too late to fully leverage this strategy shift.
Read MoreVizio plans to license its Smart TV software to third-party OEMs, increasing addressable market and ARPU. Q3 saw 66 new advertisers, 20% direct ad relationships growth, 14% ARPU growth, and 21% more hours streamed. WatchFree+ doubled content and nine new apps launched, including ESPN and Pet Collective, bringing total native apps to 200.
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47% of Kantar’s survey participants use FASTs each week in Q3 2021; however, 9-31% may be paying attention while watching. In Q2 2023, Vizio showed 17.4% of opt-in pay TV subscribers had reduced viewing time by 50% or more.47% of Kantar’s survey participants use FASTs each week in Q3 2021; however, 9-31% may be paying attention while watching. In Q2 2023, Vizio showed 17.4% of opt-in pay TV subscribers had reduced viewing time by 50% or more.
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Charter Spectrum TV Select customers can now access Disney+’s ad-supported streaming tier at no additional cost; Vizio smart TV owners will gain access to ESPN and subscription services through Disney Bundle (Disney+, Hulu, ESPN+). ESPN app allows customers to stream ESPN networks and sign up for ESPN+ for $9.99/month.Charter Spectrum TV Select customers can now access Disney+’s ad-supported streaming tier at no additional cost; Vizio smart TV owners will gain access to ESPN and subscription services through Disney Bundle (Disney+, Hulu, ESPN+). ESPN app allows customers to stream ESPN networks and sign up for ESPN+ for $9.99/month.
Read MoreCharter Spectrum TV Select customers can now access Disney+’s ad-supported streaming tier at no additional cost; Vizio smart TV owners will gain access to ESPN and subscription services through Disney Bundle (Disney+, Hulu, ESPN+). ESPN app allows customers to stream ESPN networks and sign up for ESPN+ for $9.99/month.Charter Spectrum TV Select customers can now access Disney+’s ad-supported streaming tier at no additional cost; Vizio smart TV owners will gain access to ESPN and subscription services through Disney Bundle (Disney+, Hulu, ESPN+). ESPN app allows customers to stream ESPN networks and sign up for ESPN+ for $9.99/month.
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In Q2 2023, Vizio delivered strong revenue and ARPU growth due to its Platform+ business driven mainly by advertising. However, unexplained weakness in Smartcast active user growth combined with potential losses from the WGA/SAG-AFTRA strikes could hinder success in the second half of the year.
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TV manufacturers are increasing the ads in their smart TVs, making the screen a billboard with no control over the ads. Vizio and LG are both cranking up the ads to boost their profits, and even free TV services like Telly’s have second screens devoted to ads. This trend is expected to continue until viewers start to push back.
Read MoreSmart TV manufacturers are increasingly using ads in their smart TV experiences, turning screens into a billboard over which viewers have limited or no control. Ads are helping boost revenue and profitability for TV manufacturers, who earn advertising revenue in three main ways: Ads placed in the smart TV interface, Ads on built-in FAST services, and A share of ad revenue from AVOD and FAST services. However, viewers are not always aware that they are being served ads, making this advertising strategy quite controversial.
Read MorePeacock, NBCUniversal’s streaming service, is using a new Vizio feature called Content Connections to let Vizio users preview episodes of 16 popular Peacock titles. As they watch, the platform delivers “intuitive” messages directing them to the Peacock subscription video-on-demand/SVOD streaming app. Those who have an account or sign up on the spot can then explore or stream the app’s paid content. The preview experience, located in the Movies & TV category of the WatchFree+ programming guide, will be available for three weeks.
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