Name: Data Is the New King of TV and Streaming
Uploaded: 2017-07-18
Duration: 3 min 36 s
Description: Mike Hopkins, CEO of Hulu, and Charlie Collier, president of AMC and Sundance TV, explain.

So what's king today? I mean it's long been said that content is king and that doesn't change. But today is it your social media following and your ability to connect one on one, or at least give the perception that you're connecting one on one with the fans? Is it your platform and the ownership of the platform? What is it? I think for us, you know, we've really enjoyed, in the hand made cells, the perfect example of that is having the data or about your customer, that one- to- one personal relationship that we have with our users gives us an ability to communicate with them in different ways. You know, not every subscriber of Hulu is a hand made cell watch. Or they watch They may watch " Fear the Walking Dead ", which we have the first season of, and they may watch a variety of other things. Only the first season? Come on. Well, it's coming. It's coming. [ cross talk, laughter ] And so we have 3500 series of TV, and so we have these different groups of people watching different things, and that knowledge and information allows us to really go out and And communicate with them in unique ways, both on the platform and off. So for us, I think that's really critical, and I think it's an advantage that we bring to the market. For us, it's not who's king. It's Elizabeth Moss, she is queen. If you're gonna launch a new programming venture, mad men Elizabeth Moss, [ UNKNOWN ] when we you know started at Sundance Elizabeth Moss and- Well we've basically been taking. We have Aaron Paul and Demarsos. We're just- But also, your Chief Content Officer. Joel. Joel Simmons. He coached from him, right? [ LAUGH ] Well, I don't know if I would use that word, but yes. [ LAUGH ] Well you know what, at the core of this is talent. We can joke, but truly it is still a talent- driven business. We still, both, and all of us nurture talent, In meaningful ways, and I want that next person who's got their creative vision to bring us their next big idea. Okay, so talk some more about the way that you're using data, both of you. But what, for example, have you found out about fans of Handmaid's Tale that have helped you in any way, to connect with them, to get them to distribute / what they want. Well, you know, you can look at exactly what they're watching. Watching. So we know that the Handmaid's Tale viewer correlates really well to another original that we have called Harlots. And so we can really look at those customers, really look at the unique attributes of them and we can do look- alike marketing to bring new people in. And then as the database that we're collecting over time and as each and every year that goes by, you just get better and better at that. So that's a pretty unique insight. And actually when I think about what Charlie has to do when he looks at Neelson's ratings, it doesn't really tell you what the viewers of Walking Dead are also watching. Mm- hm. On your platform or any other platforms, I think that kind of data really helps you in a variety of ways not just for marketing back to new customers. But for what kinds of programming you should be making in the future. Sure. And well we very much jumped into it. Built platforms better based on not just the Olsen data at large but respondent level data, we work with a lot of third parties to build on our data sets, and get pretty meaningful patterns. And what's interesting is, you know, you talked you launched Handmaid's Tale. And you did it with Superbowl spots. Yeah. So there was an example this year where we used our analytics to look at our advertising on The Walking Dead and whether or not a Superbowl spot would matter. It's the number one show on television. Right. So does it need reach, does it need frequency, where is that event approximate to ous? And we very much used analytics in a way that again, I don't know if you were generally surprised, but 15 years ago that wouldn't have been an analytics based decision. [ BLANK_AUDIO ]

Mike Hopkins, CEO of Hulu, and Charlie Collier, president of AMC and Sundance TV, explain.