It's the Great Unbundling, Charlie Brown.
The Diffusion Group’s latest research said that by 2022, all major programming networks will have “stand-alone, single-brand subscription offerings in which a TV Network brand such as HBO or CBS can bypass traditional gatekeepers and engage the end user directly.”
For the consumer, the report noted, “this allows access to individual TV networks on an a la carte basis, without the requirement of buying into a bundle of channels across multiple network families via a pay TV service (legacy or virtual). As TDG’s new research indicates, consumers see this type of TV plan as much more attractive than traditional channel bundles.”
According to the report, longwindedly titled “The Future of Direct-to-Consumer (DTC) Video Services – Analysis & Forecasts, 2018-2028,” 63% of U.S. consumers surveyed said they’d prefer to build their own programming selection independently. Only 19% said they want to pick from preset packages and 18% said they had not preference.
Notably, TDG’s report is authored by Mike Berkley, the former Comcast, Viacom and Spotify digital executive who was just hired as chief product officer for Moviepass.
Berkley calls services like CBS All Access and HBO Go "arly signs of an emerging media tribalism.”
”Major networks will increasingly reserve their best titles for their own direct-to-consumer services, which will help drive total network DTC subscriptions close to 50 million by 2022,” he said in a statement hawking the report.