Discovery / Warner merger allows conglomerate to benefit from 150 million monthly views in the United States
Continuous wars have been going on for years, and recent movements have further intensified the arms race. Right on the heels of Discovery and WarnerMedia join forces in the name of video content, Amazonof MGM Studios buy could uplift the retail giant’s cinematic aspirations.
While there are various benefits for all parties to this deal, however, the end result ultimately comes down to audience acquisition. How many eyeballs combined will these companies be ahead? How many subscribers can they attract or retain as merged streaming properties? And most notably, what kind of audience are these companies commanding on social video to help make these things happen?
With data from Tubular laboratories, the picture becomes a bit clearer for both agreements, as social video plays a key role in customer acquisition and retention in the future.
Tubular Audience Ratings shows that through Facebook and Youtube, a Discovery / WarnerMedia combo becomes a real juggernaut, although you can tell Warner was already one. Warner had doubled the number of unique viewers in the United States than Discovery and five times the minutes watched in April 2021.
- 100.5 million unique viewers
- 3.8 billion minutes watched
- 49.5 million unique viewers
805.9 million minutes watched
Together, Discovery and Warner would be the third most viewed U.S. media and entertainment property on these platforms, behind ViacomCBS and Comcast. Not bad at all, as the merger allows both Discovery and WarnerMedia to fill gaps in their respective programming areas.
Less than 15% of WarnerMedia’s April minutes watched in the US on Facebook and YouTube were from audiences over 45. Discovery’s television programming is geared towards these same older audiences (iSpot.tv data shows that over the year, around 57% of TV ad impressions on Discovery chain being alone in front of an audience of 45 years and over). Together, the networks become complementary to each other to reach a greater number of viewers on both television and social video.
For Amazon and MGM Studios, the merger is a way for Amazon to boost its movie studio business both at the box office and on social media.
In the USA, Amazon Prime Video had 12.9 million unique viewers (185th overall) and 37.8 million minutes watched (385th overall) in April 2021, according to Tubular Audience Ratings. During the same period, MGM Studios had 2.7 million unique viewers and 9.6 million minutes watched in the United States.
The union could potentially provide additional eyeballs on MGM content that increases interest in theatrical releases, while also strengthening Amazon Prime Video’s US pages in general as a source for more trailers and other content. new and attractive. For example, Amazon Prime Video’s US YouTube page averages 1.5 video downloads per day, but also has a heavy focus on post windows. More content – and in particular more established intellectual property like that of MGM – increases what Amazon is able to send.
It also helps Amazon to strengthen its video operations in the United States in general. All of Amazon Studios’ 10 most viewed YouTube videos in 2021 were uploaded by its Latin American and UK accounts. MGM StudiosThe best YouTube videos for 2021, on the other hand, are all based in the United States, as the company works to rekindle interest in theatrical releases after the pandemic. A combined effort increases the footprint both at home and abroad.
We are obviously only in the early days of the two transactions, and there is still a lot to discover. But whatever the next steps for Discovery / Warner and Amazon’s acquisition of MGM, the increasing social video footprint will play a decisive role.