Tim Mulligan

Tim is MIDiA's research director and senior video analyst. His research focus is streaming TV, and the intersection between established and emerging monetisation and engagement models for consuming TV and film. Underpinning this is a focus upon the business strategy and financial environment around which video services compete. Supporting this supply side coverage is a detailed overview of the consumer dynamics driving engagement from fandom to subscription challenges and video ad responsiveness.

Prosus – The Prometheus Rising of the Tech Major Era

Tim Mulligan

17 Sep 2019

Amsterdam Euronext

Johannesburg Stock Exchange

Post-war western alternative culture was distilled in Robert Anton Wilson’s cult classic Prometheus Rising . First published in 1983, it was considered a guidebook of “how to get from here to there” and described by its author as an “owner’s manual for the human brain”.

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The Rationale Behind Apple TV+’s Debut Pricing

Tim Mulligan

11 Sep 2019

Yesterday, (September 10th 2019), Apple announced both a launch date and new pricing for its video subscription service Apple TV+. This follows on from the March Showtime event where Apple rolled out the Apple TV+ brand and the big names it has engaged to build out a premium video content offering.

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International Consumer Sentiment for Streaming Video Monetisation
2019

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Tim Mulligan

September 2019

100 million subscribers

Introduction This slide deck highlights consumer demand for video subscription services and preferred features, with detail for sub-segments such as country, age, streaming service and video genre The data is pulled from MIDiA’s Q1 2019 Consumer Survey...

Netflix’s Binge-Watching Problem

Tim Mulligan

9 Sep 2019

Netflix has announced that it is going to start releasing new episodes of The Great British Bake Off and reality series Rhythm + Flow on a weekly basis . For a company which de-facto created the phenomenon of binge-viewing, this decision brings it more into line with current market trends in streaming where scheduled releases for big-budget originals with significant marketing clout are increasingly becoming the norm.

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Does Disney+ Make Disney Recession-Proof?

Tim Mulligan

5 Sep 2019

Media and Marketing

The storm clouds of recession continue to spread across the world. In the US, the inversion of the treasury bond yield which occurred in March of this year has meant that financial asset allocators are now prepared to pay more for less as they bid up the price of long-term government debt issuance.

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Hasbro and the Lure of Peppa Pig

Tim Mulligan

29 Aug 2019

Astley Baker Davies

The decision by US toy company Hasbro’s decision to acquire UK-listed Entertainment One shines a light on the content land grab currently underway in the wake of the direct-to-consumer big bang moment of 2019.

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Is Facebook Ready to Step into the World of Portal?

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Tim Mulligan

8 Aug 2019

Facebook’s intent to partner with major video content companies though their nascent Portal video streaming device has once again brought the role of long-form video to the fore for the social media hegemon.

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The Mouse That Roared; Disney Calls Time on Traditional Pay-TV and Netflix in the US

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Tim Mulligan

7 Aug 2019

As predicted , Disney has decided to flip the switch and unleash a pay-TV (and Netflix) killer by announcing a Q4 bundle of its streaming services in one joint aggressively-priced offer. On November 12 th , 2019 when Disney launches its new direct-to-consumer (D2C) service Disney+, it will be possible to subscribe to a bundled version of Disney+, ESPN+ and Hulu’s ad-supported tier all in one offering for $12.

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US SVOD Subscriber Deep Dive
2019

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Tim Mulligan

July 2019

Streaming

Streaming video

Netflix

In the build-up to the Disney+ launch in November 2019, the US market is dominated by the big five of Netflix (currently number one for paid subscriptions with 60.2 million), Amazon Prime Video, Hulu, HBO Now and CBS All Access. Hulu showed the most dramatic growth, with a 41% increase in subscribers between Q1 2018 and Q1 2019.

Thinking the Unthinkable – Netflix As Gatekeeper

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Tim Mulligan

29 Jul 2019

Life after Netflix’s disappointing Q2 earnings has been challenging for the iconic global streaming hegemon. Netflix has achieved hegemonic global subscription video on demand (SVOD) status through a smart combination of serving up second-tier licensed content alongside zeitgeisty original and exclusive content.

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What A Post-Peak Netflix Could Look Like

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Tim Mulligan

25 Jul 2019

emerging markets

Last week was a bumpy ride for Netflix – a company that is used to being on the right side of Wall Street and the consumer. The world’s leading streaming service made a noticeable miss with is quarterly membership growth numbers increasing by 2.

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Netflix After Q2 2019
Post-Peak or Strategic Reset?

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Karol Severin, Tim Mulligan and Amanda Stears

July 2019

Streaming

Streaming video

Apple TV

With a market capitalisation 122 times its current annual net income, Netflix suddenly finds itself scrambling to justify its price-to-earnings ratio. The July 17th earnings call knocked 11% off the market capitalisation of the poster-child of the streaming era in a matter of two days – equivalent to the entire market capitalisation of Snap Inc, another former darling of the tech and media landscape.

Why Video Is King in the Peak Attention Economy

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Tim Mulligan

11 Jul 2019

As we move firmly into the peak attention economy, the value proposition of entertainment is becoming increasingly nuanced. While consumers have dramatically made the switch to digital consumption following on from the smart phone revolution post-iPhone launch 12 years ago, trends forged in the analogue era still dominate entertainment consumption.

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The Genre Strikes Back-Why TV Networks Need To Be Wary of Unbundling

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Tim Mulligan

4 Jul 2019

With direct to consumer (DTC) the great buzzword for video in 2019 it comes loaded with risk for TV networks which have risen to prominence and financial success on the traditional carriage deals struck with cable and satellite operators.

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HBO, Game of Thrones and the Warner Media D2C Dilemma

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Tim Mulligan

26 Jun 2019

Game of Thrones

May 2019 saw the controversial final episode of HBO’s flagship scripted drama series, Game of Thrones. With the final season alone taking up an estimated quarter of HBO’s entire original content budget, Warner Media’s premium TV network invested heavily in transforming a niche TV show into the flagship title for the whole network.

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Why Streaming Is Redefining Network Fandom

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Tim Mulligan

19 Jun 2019

As MIDiA Research has already called out in its report on the direct to consumer (D2C) services launching in 2019, Direct to Consumer | Video’s Big Bang Moment , this year is shaping up to be pivotal moment in streaming video.

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Why LA’s Finest Could Be Pay-TV’s House of Cards Moment

Tim Mulligan

12 Jun 2019

Gabrielle Union

When an irresistible force comes along there are two options: either get out of the way, or go with the flow. Charter Communications, the third largest US traditional pay-TV operator, has decided to do just that by buying for its Spectrum cable service the exclusive rights to Sony Pictures production LA’s Finest – a project brought to fruition by actor and producer Gabrielle Union.

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New MIDiA Research Report on the Direct to Consumer Big Bang Moment for Video

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Tim Mulligan

10 Jun 2019

2019 will see the launch of a wide number of heavily backed direct to consumer (D2C) video services led by Disney+, Apple TV+, and the as-yet-unnamed Warner Media D2C offering. Each of these new players have very different strategic motivations for going direct, as well as significantly different attributes which they can bring to bear.

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Direct to Consumer
Video’s Big Bang Moment

Cover image for Direct to Consumer

Tim Mulligan

June 2019

Streaming

Apple

Spotify

2019 marks the biggest shift in the US video market since Netflix’s pivot into streaming in 2007. Apple, Disney and AT&T-owned Warner Media are preparing for their direct-to-consumer (D2C) launches into the US market in Q3/Q4 2019. How they fare will have a significant impact on the global evolution of video subscriptions.

How Drama can Underpin Reality in the Age of Post-Truth

Tim Mulligan

6 Jun 2019

Some of the most impactful scripted dramas of the last five years have been led by narratives infused with the overlapping uncertainties of conviction-driven truth versus the messy reality of everyday life.

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