This is all going to be made possible by FIDO.
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That’s Android and iOS mobile operating systems Chrome, Edge, and Safari browsers and the Windows and macOS desktop environments - which is a pretty comprehensive list. Three of the largest tech giants Apple, Google, and Microsoft, certainly the three that control most of the browser-based access to the internet, have committed to building support for passwordless sign-in across all of the mobile, desktop, and browser platforms that they control in the coming year. “Media buyers indicated they were a little surprised by the amount of control the company is exerting over the potential ad roster for the service,” said Variety, “but also noted the dynamic might create a sense of scarcity for Disney+ commercial inventory, which could in turn increase demand from marketers interested in the service.” Passwordless sign-in coming to all major platforms
It is also, according to reports, not interested in carrying any ads for rival entertainment services. Happily, this is all something that is easily achievable with Targeted Advertising. That means no alcohol or politics at all, nor will it allow ads to be served when the individual user profile controlling the viewing is a very young child (its Disney Junior cable channel typically doesn’t run any commercials). It’s also much less than Disney-owned Hulu, which currently runs anything up to 9-12 ads per hour.ĭisney also plans to make sure that the ads it carries match its family-friendly branding. Movies or shows that last an hour or less will only feature four minutes of ads per hour, the same as HBO Max but less than Peacock (five minutes). “I ’m sure we ’ll just get in and figure it out - as opposed to test it and maybe do it or not do it.”ĭisney meanwhile has been talking about the low ad load it will be offering when its AVOD service goes live later this year. “I don ’t think we have a lot of doubt that works,” added Hastings, citing Hulu and HBO Max as well as Disney Plus ’s plans to launch an AVOD platform. Initially mentioned in a timeframe of “over the next year or two,” as TVB Europe reports that could be brought forward to the end of this year. Netflix’s downturn created a huge amount of stories and articles, not least due to CEO Reed Hastings' remarks about the potential for launching an AVOD service as a consequence. Streaming giants flirt with AVODĬontrasting fortunes in the first quarter of 2022 for Netflix and Disney+, Netflix losing subscribers and forecasting more losses to come, totaling about 1% of its user base, Disney growing by around 10%.
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Industry insights: Streaming giants promise AVOD deployments, passwordless sign-in could ease password sharing problems, a fork in the road for video codecs, and more.
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