Video Půjčovna

In March 2019, FTV Prima launched TVOD Video Půjčovna (video rental) service, where users can buy a previews of the series 7 days before its broadcast on TV via online platforms, including HbbTV. Since the first month, this service has been a great success in HbbTV:
- Over 30% of purchases are made in HbbTV
- During the course of a month, over 10,000 users purchased a pre-premiere in HbbTV
- Double the revenue of the NO ADS service (which has been running for 3 years)
- The service does not have a negative impact on watching series in linear broadcasts, while on the other hand, the discussion about series on social networks is increasing

Description

The Video Půjčovna TVOD service allows viewers to purchase a previews of a series 7 days before its airing in liner broadcast. The price for one episode is 1.2 euros. The HbbTV application allows playing of the trailers for all available previews, their simple purchase and watching it on HbbTV. The service is promoted, among other things, at the end of the broadcasting series, when a red button appears one minute before the end of the show, prompting you to purchase the next episode. After pressing the red button, the user selects the next episode, pays by SMS, confirms the purchase and can immediately continue watching of the series. The entire payment process is extremely easy. The purchased episode can be viewed 48 hours from its first launch, in HD quality, without ads and on up to 6 devices. You can start watching the episode in HbbTV and finish it on a PC, mobile phone, tablet or other HbbTV. The success of the service in HbbTV, which is an extension of the television program, exceeded our expectations. More than 30% of purchases occur in HbbTV. Over 10,000 users bought a previews in HbbTV in the first month since the service was launched. This has resulted in unexpected revenues that are twice as high as the NO ADS service, which is also possible in HbbTV.

Impact

The launch of the TVOD service in HbbTV, which allows the purchase of previews of original series, convinced us that our viewers love original series and are willing to pay for watching the next episode of the previewss repeatedly. The hypothesis that the release of the previews into the online environment would have a negative effect on linear broadcasting has been refuted. Conversely, discussions about these series have increased on social networks. The engagement on the series` FB pages increase significantly. Revenue from the service is twice as high as the ad-free service. With this in mind, we are planning to expand this service with the option to purchase a full series before it is featured in a linear broadcast. Given that over 30% of previews purchases take place in HbbTV after the last episode is broadcast, HbbTV is an integral part of this service. In addition, the HbbTV presence in TVOD service continues to grow.