A Reuters report has announced that ABC will be relaunching its streaming video service with more shows available online for a shorter period of time per episode. The network has also tweaked its broadband player, created by the Disney Internet Group, following the successful test period.
The revamped service will have a slightly longer commercial inventory as well as window timing, allowing each episode to be aired the day after the original telecast and remain available for up to four weeks.
“Most people watch because they missed the episode, and that happens mostly within a discrete period of time,” said Albert Cheng, executive VP of digital media for Disney-ABC Television Group. “Once you let it sit there, it doesn’t get that much usage down the line.”
Following the two-month test, there were 5.7 million requests for episodes and 16 million video streams. Each hour-long episode contained four separate streams, kicked off by a brief ad. Other data showed that 87% of the online viewers were able to recall the advertisers who sponsored the stream, and the average age of online viewers was drastically lower than the median age seen during May sweeps.