Enders News

The Guardian 11 November 2019

James Barford was quoted in The Guardian on BT on defensive as Sky prepares to bid for Champions League. James said “The Champions League matches are a core part – along with Premier League matches – of BT’s offering, and their loss would have implications for BT’s pricing across retail and wholesale, but it would be unlikely to be terminal for BT Sport."

He added that “From the perspective of BT’s shareholders, a rise in Champions League rights costs would be totally unacceptable in our view." 

The Telegraph 11 November 2019

Jamie MacEwan was quoted in The Telegraph on  How ByteDance became the first Chinese tech giant to break the West. Jamie said "Bytedance's ability to expand internationally is an asset in its rivalry with Chinese platform companies, which have struggled to gain a foothold outside Asia. Its teams have a knack of creating user-friendly apps like TikTok that spread virally through other social networks. [TikTok's] simply video creation tools and its low-friction and sticky interface" – meaning that it's easy to start using and hard to stop – appeal to under-25s across the world." 

The Times 11 November 2019

Douglas McCabe was quoted in The Times on Will Middle England pay for a digital Daily Mail? Douglas believes a subscription model is the right step. “By building a premium solution with audio, email alerts and video, the Mail is starting to create a more sustainable multimedia future. Too much reliance on either social platforms or online advertising creates volatility, and they are also restrictive.”

Financial Times 11 November 2019

Douglas McCabe was quoted in the Financial Times on Ties fray between Daily Mail and MailOnline. Douglas said market forces may eventually push the MailOnline and Mail titles towards a more co-ordinated approach for its digital businesses. “The Mail is unique: two distinct powerhouse media assets overseen by separate leadership teams that share a brand. Online supply and demand dynamics, a too-low ceiling on advertising and the rise of premium consumer services, may be a trigger for some convergence as the brand designs a sustainable multimedia model.”

Financial Times 11 November 2019

Claire Enders was quoted in the Finanial Times on Online streaming: Television’s looming car crash. Claire said “We are looking at a multibillion-dollar car crash coming, funded by US capital markets."

The Guardian 4 November 2019

Tom Harrington was quoted in The Guardian on Apple hopes its new streaming service will make a splash. Tom said “They’re trying to get to scale very quickly. They’re basically giving it away for free. Apple wants to make the app a destination and once you’re there you sign up for third-party subscription and then Apple takes a cut. It’s a gateway to entertainment.”

“They’ve got scale, they’re making more than anyone else, they understand what shows work in streaming – more than anyone else does,” Tom said of Netflix. “But in developed markets like the US and the UK, growth is difficult and if growth is slowing for Netflix, and you’re coming in and being supplementary to them, it’s going to be hard for you.”

IBC 1 November 2019

Tom Harrington was quoted in IBC on Apple bites into the streaming market. Tom said “As it stands $4.99 is probably cheap enough for inquisitive Apple customers to take a plunge on." He says the price is “cheap enough to worry Netflix” – not necessarily because it will lose subscribers to Apple – but because for Netflix “reaching sustainability requires raising prices.”

He added that “it will take years to build the cohesive library that many consumers will expect from a paid service.”

DIGIDAY 1 November 2019

Alice Pickthall was quoted in Digiday on Why Future has turned into a media consolidator. Alice said “What Future does with those brands is the most interesting aspect of this. [Future’s] strategy has been calculated thus far. It’s very data-driven. It’s done a phenomenal job in applying that strategy to other brands.”

“The entire model is to take a category and work out how to monetize readers in the most circular and holistic ways. Often, traditional publishers approach serving content and building a brand. Future looks at things in a circular way at how best to optimize and appeal to readers, whether that’s e-commerce or even B2B.” 

She Concluded that “Future stands out in terms of other magazine publishers. Not just from their acquisition pathway, which has been forceful, but the way it looks at monetizing brands and maximizing their assets. It’s clearly leading.”

The Economist 1 November 2019

Claire Enders was quoted in The Economist on Who will buy Britain's Telegraph? But with an unpredictable election due, the Telegraph's role as Downing Street’s paper of choice is also up in the air. What is clear, says Claire Enders, is that “it is not going to be evaluated as a purely financial investment”. As with the cocktails at the Ritz, its worth will be less about its intrinsic value than what it represents.

The Hollywood Reporter 31 October 2019

Tom Harrington was quoted in The Hollywood Reporter on How HBO Max May Approach Its Global Rollout. Tom said "Currently, HBO content is piped into 20 million-plus households where it is treated with almost reverence by Sky and given great attribution, marketing etc while providing a guaranteed revenue stream. It's a good deal for HBO. Most of the shows don't even do particularly well, with an obvious exception [in Game of Thrones]Succession season 2, for example, was watched by under 100,000 [viewers] per episode in the U.K., but there is undoubted prestige that can be marketed."

Tom believes Sky was willing to pay up to keep HBO's content given that prestige and what the streaming wars have meant for content from other entertainment giants. "Given that Sky's Disney/Fox deal will be severely downgraded going forward due to so much content destined for Disney+, there would have been a willingness on their part to hold onto, pay more for the ultimate in premium content."

DIGIDAY 30 October 2019

Douglas McCabe was quoted in Digiday on The balancing act facing the next Guardian CEO. Douglas said “The first phase is to take the business by the scruff of the neck and say, ‘We are a business’ and be unapologetic about that. The next stage poses a complex dilemma that involves balancing two very different business models. The readers who pay and monetizing the ones who don’t."

He concluded that “Structural change never comes without its challenges to business culture. Phase one has tackled many of these, but the underlying need for change has not stopped,” 

Variety 29 October 2019

Francois Godard was quoted in Variety on Could Banijay-Endemol Shine Deal Be Vivendi’s Ticket to Becoming Global Powerhouse? Francois said “It’s impossible to know for sure at this point." Right now, “it seems that Bolloré sees its participation in Banijay primarily as a good investment, and Stephane Courbit has a tight grip on the new group and has no intention of letting it go to Vivendi." Noting Vivendi remains a minority shareholder in Telecom Italia.

DIGIDAY 29 October 2019

Alice Pickthall was quoted in Digiday onThe Economist is trying to convert its 1m YouTube subscribers into paying members. Alice said “Sustainable video investment is a difficult thing to justify by itself as the ad revenue projections alone are rarely enough. So video strategy needs to include a combination of promotional value, revenue and value for the core audience.”

Alice added that The Economist has been spending more to attract new subscribers, marketing costs rose 14% in 2019, but subscriber numbers only rose 1%. “To succeed in the long term, they will need to address these rising costs.”

The Drum 29 October 2019

Julian Aquilina was quoted in The Drum on GolfTV is experimenting with Netflix-style 'Originals' to fuel streaming app. Julian said the difficulty for DTC sports broadcasters like GolfTV is in marketing the app. Linear TV partnerships are vital to this. "You still need to get into as many homes as possible." Few broadcasters will turn down events like The Challenge, but there is a balancing act in knowing how many rights to concede to a third party.Furthermore, producing such events can be costly.

Julian added that "If these events are profitable then do as many of them as you can. They will drive retention and drive interest in the service. If they are not profitable, then they are marketing exercises so how much you're willing to spend on marketing? And for how long before you're happy with the number of subscribers that you've got?"

The Times 28 October 2019

Claire Enders was quoted in The Times on Sir David and Sir Frederick Barclay prepare Telegraph titles for sale. Claire said “The Telegraph is still a trophy asset, it’s just not a great investment. And that’s why the Barclay brothers want out.”

DIGIDAY 28 October 2019

Joseph Evans was quoted in Digiday on The Financial Times is rolling out subscriber-only podasts. Joseph said “Podcasts are not like a news story, where a free title can come along and basically republish it, diluting the value of your paid offering. If you want a particular podcast, you have to go to the source. And they’re a lot cheaper to put together than video, particularly the kind of editorial podcasts that news sites are looking into.”

He added that “You either have to put your podcasts on your own app, so people can’t use their own chosen player, or you have to do a weird secret RSS feed workaround, which isn’t very user-friendly and can be easily pirated."

The Guardian 24 October 2019

Gill Hind was quoted in The Guardian on 'You can't stop people watching': why BBC subscriptions are a long way off. Gill said would take decades to reach a switchover given the broadcaster’s output is still mainly consumed over traditional free-to-air television and radio stations: “How do you suddenly stop someone someone watching BBC One when it’s free to air on Freeview? You can’t do it until the whole world is online.”

She added that another conundrum was how to maintain the current breadth of BBC services if people start picking and choosing their favourite aspects, with potentially major implications: “Your licence fee pays for everything, from news to sport to light entertainment and natural history. How do you go about slicing and dicing each of those individual parts? You have to think of the importance, especially nowadays, of having a good broadcast news service on TV and radio. The BBC gets across cultures and beliefs of different parts of the UK, while Netflix has a US-centric view of the world.”

Campaign 16 October 2019

Can Cetinyilmaz was quoted in Campaign on Are Publicis' problems reflective of a wider market malaise? Can said "Many factors contributing to Publicis’ current problems are industry-wide. Rivals Dentsu and WPP both reported negative organic growth in the first half of 2019. Although it is true that Publicis’ reliance on a few major clients for a substantial part of its revenue creates volatility, traditional advertising revenue is clearly declining globally and all major firms have seen growing debt over the past year as they have invested heavily to transform their businesses and move further towards platform-based digital marketing. This is especially to counter Google and Facebook’s exponential growth and their platforms. Crucially, in an effort to boost its access to data, Publicis recently purchased digital marketing firm Epsilon for $4.4bn. The pressure of these structural changes are only exacerbated by the ongoing negative cyclical changes in advertising, notably in declining markets such as France and Germany. On a larger scale, the global economic slowdown and increasing political uncertainty in many countries are underlying factors affecting the industry as a whole."

Campaign 15 October 2019

Claire Enders was quoted in Campaign on Enders Analysis founder sounds alarm over rise of unregulated TV content. Claire has warned UK advertisers that the rising popularity of non-public-service TV content is producing fundamental viewing changes from which "we will not go back." Speaking at the IPA's advertising effectiveness conference EffWeek, Enders, founder of Enders Analysis, highlighted data that showed children are now watching just 42% of the amount of traditional TV that they viewed in 2010.

The Telegraph 14 October 2019

Tom Harrington was quoted in The Telegraph on Why Netflix can’t afford to chill. Tom said ‘Given the choice of five or six services few people will subscribe to all of them. If at the end of the month you look at your bank statement and realise you haven’t used Amazon or whatever, you’re going to eventually unsubscribe. Netflix have 151 million subscribers worldwide. Everyone else is coming from a standing start. They make more new programming than anyone else. They are by far the dominant player; but the question is how do they maintain that?’