Measurement is Having a Moment at Upfronts
At this year’s IAB UK Upfronts, Global announced their Dax ID will have cross-device measurement capabilities starting Q1 2026. The new AI-led device graph will aim to track patterns and connect “listening moments” to give more insight into individual listeners. The day before, Bauer Media announced AudioXi Moments, allowing advertisers on the Ireland-based AudioXi platform to target based off “in the moment insights.” The contextual targeting within AudioXi include “need states” like the time of day or listener’s mindset.
Can MrBeast optimize the clipping biz?
Alongside the rise of influencers and longform video has been the cottage industry of clippers. Those who, either through legitimate means or by freebooting content, slice up longform videos to post the most TikTok-able moments on their own accounts. Jimmy “MrBeast” Donaldson is trying to get in on the action by formalizing the process with the new platform Vyro. Effectively gig economy video editing gigs, Vyro clip makers are tasked with making social media clips of specific creators’ content that meets brand and creator specifications. One example campaign paid the editor $3 per thousand views, with Vyro paying out hourly based on video performance.
The creator is splintering as AI forces a new reckoning by Seb Joseph and Krystal Scanlon
A look at how a divide is forming between content creators who embrace AI and those who focus on the hand-made, human aspects of their content creation. Though, even those in the AI camp are not thrilled about the floodgates being opened for generated content with the release of Sora and Vibes. Though, one crucial point worth considering is the buzz behind AI tools has advanced quite a bit. While the average person colliqually means “generative tool like ChatGPT” when they say “AI,” there are quite a few creator tools out there that have “AI” stamped on them for marketing reasons. So while there is a divide growing between creators, we might be in a situation where people who aren’t necessarily using generative AI tools are being lumped in with those who do because they use a particularly fancy de-reverb tool to edit podcasts on occasion, or an auto-rotoscoper to isolate their cat in a video editor.
Netflix’s $1,600 Subs, Q3 Earnings: The SEV View
Owl & Co. takes a look at Netflix’s Q2 Steaming and Social Earnings report. As of last Friday the Enterprise Value stands at $542 billion, about $1,650 per subscriber, according to Q3 estimates of 317 million subscribers. O&C has been benchmarking average revenue per user across several streamers for months and uses that to estimate Netflix’s lifetime revenue per subscriber, dividing ARPU by churn. As such, back in Q2 of this year they estimate the lifetime revenue per subscriber is $387 for Standard with Ads tier, $881 for Standard subscribers, and $1,609 for Premium subscribers.
SSRS Welcomes Edison Research in Acquisition to Expand Election and Media Research Offerings
Market and survey research firm SSRS has announced the acquisition of Edison Research, with specific interest in boosting SSRS’ public opinion, election polling, and audience research. SSRS president Melissa Herrmann expresses excitement at combining the two teams. The release notes the two companies will continue to serve clients, with no mention of changing the Edison brand or restructuring.
As for the rest of the news…
- Right Side Up, Podscribe, and Ad Age are teaming up for a webinar on Tuesday, October 28th, on why radio belongs in your channel mix.
- The Roost and Muck Media have launched a new conversation podcast dubbed The Hidden Third with Mariana Van Zeller.
- Amplitude Media Partners have entered an exclusive partnership with Big Technology Podcast, opening up host-read advertisements on the show.
- A big announcement on Monday, Indigenous Peoples’ Day in the U.S., was the launch of Indigenous House, a digital media platform from Native women-led organization IllumiNative. Flagship content includes video podcasts, cooking content, art & culture review, and a travel vlog.
- Audacy has expanded their strategic partnership with Jenna Fischer and Angela Kinsey’s Office Ladies Network to include the sales and distribution of How We Made Your Mother, a How I Made Your Mother podcast hosted by Josh Radnor and Craig Thomas.
- Daylight Media, a new venture from the team behind QCODE, has signed a strategic partnership with Shawn Ryan for ad sales, distribution, audience development, IP expansion, and overall marketing of The Shawn Ryan Show.
