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The Rundown: Five questions (new) to ask Netflix about its ad-supported plan

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The Rundown: Five questions (new) to ask Netflix about its ad-supported plan

Advertisers and media buyers are anticipating details on Netflix’s plans to integrate advertising into its streaming service starting in the fourth quarter. Netflix’s content is highly regarded and could be able to fetch high ad rates in an increasingly competitive market.

The decision to include ad sales seems a little inevitable in this digital-first world. Rajeev Goel CEO of PubMatic, which is a potential SSP partner to Netflix, stated that advertising is the main business model for the internet. Advertising is a way to make content more accessible, regardless of whether it’s news, entertainment, or sports. It’s clear that ad-funded models are significantly more scalable than subscription models.”

Dinner at Netflix, executives Digiday interviewed (all under anonymity) wanted to know more about the company’s close-to-the vest efforts to create what is seen as a significant revenue stream in light of declining subscriber numbers.

And though Digiday’s senior multimedia editor Tim Peterson asked five questions about Netflix in April ,, this round of questioning focuses more on:

Which ad-tech partner(s) will Netflix choose?

Word has revealed that the company plans to outsource and automate its ad-sales efforts rather than build a custom ad-sales team in time for a fourth quarter start. According to most reports, the Trade Desk is often mentioned as the most likely partner. CEO Jeff Green stated recently on an earnings call that “We have had a great relationship and partnership with Netflix because [David Wells, who was the CFO of Netflix, but joined The Trade Desk’s board almost five years ago]..” And I am extremely optimistic about the potential for us partner with Netflix .”

But Netflix needs an SSP in order to market its advertising opportunities ,. Sources with knowledge of Netflix’s plans have mentioned that Comcast’s Freewheel, Google and Comcast’s Freewheel are possible partners. A source familiar with Netflix’s plans said that Amazon could be a potential partner.

Netflix will select its partner(s), according to one source who is familiar with its plans.

Will there even be an ad sales chief?

Two executives who were aware of Netflix’s plans said that it was unlikely that the streaming service would tap one the high-ranking executives whose names have been circulated, including Carolyn Everson (ex-Facebook ad sales chief), Snap Peter Naylor (vp), and Tara Walpert Levy (gm Tara Walpert Levy). It won’t happen this year.

A chief investment officer of a major holding company stated that it’s difficult to find a head of advertising sales and the engineering talent to launch ads in the fourth quarter.

What will the ad-supported tier look like?

At this stage, it appears that Netflix will offer something similar to a $5. 99 monthly sub option that carries ads, although it’s been reported that the spots will not interrupt programming, they’ll run as pre- or post-content spots. According to a source familiar with the plans of Netflix, they are considering trying out this plan in international markets without the same attention it would get in the U.S.

.

While he was not addressing the statement of the executive, PubMatic’s Goel spoke about Netflix’s global ambitions and how they could impact its ad strategy. If you take a look at emerging markets like India and Indonesia, where almost 2 billion people live in those countries, the ability of these people to pay for content subscriptions is much lower than that of the average person in the U.K. If you offer an ad-supported model .”

, it really opens up your content model to more users.

How much data will Netflix share?

The company has a reputation of being very guarded about its data and rarely sharing any insight into how its more high-profile programs have performed. Media agency executives are naturally curious about the company’s plans to share data once they purchase ads on the platform.

” They don’t like sharing data. So how will they share data with their partner? One media agency executive said [the partner] will [need to] have a lot of information about the world. He also wondered how deals would be structured. “That’s a difficult one. Are [advertisers] only paying X amount to be part of Stranger Things?” It’s hard to know who will do it in this world .”

Long-tail or high-brow?

CEO Reed Hastings has a reputation for approaching problems from an engineering perspective. This could make it possible for Netflix to offer deep-diving addressable advertising opportunities. The streamer has many programming options, such as Bridgerton and Stranger Things, which could lead to high ad rates due to their popularity.

“Will it be possible to target someone who is watching the seventh serial-killer documentary and make them all addressable?” asked a media agency executive. “Or will they do a more Hulu-style approach with top-tier programming?” The exec thinks Netflix will favor the former.

Seb Joseph, Digiday senior news editor, contributed to this story.

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Nothing announces official launch date for new Ear (stick) AirPods alternatives

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Nothing announces official launch date for new Ear (stick) AirPods alternatives
Nothing Ear (stick) held by a model on white background



(Image credit: Nothing )

True to form, Nothing has just announced the full reveal date for its upcoming audio product, Ear (stick). 

So, an announcement about an announcement. You’ve got to hand it to Carl Pei’s marketing department, they never miss a trick.

What we’re saying is that although we still have ‘nothing’ conclusive about the features, pricing or release date for the Ear (stick) except an image of another model holding them (and we’ve seen plenty of those traipsing down the catwalk recently), we do have a date – the day when we’ll be granted official access to this information. 

That day is October 26. Nothing assures us that on this day we’ll be able to find out everything, including pricing and product specifications, during the online Ear (stick) Reveal, at 3PM BST (which is 10AM ET, or 1AM on Wednesday if you’re in Sydney, Australia) on nothing.tech (opens in new tab)

Any further information? A little. Nothing calls the Ear (stick), which is now the product’s official name, “the next generation of Nothing sound technology”, and its “most advanced audio product yet”. 

But that’s not all! Apparently, Ear (stick) are “half in-ear true wireless earbuds that balance supreme comfort with exceptional sound, made not to be felt when in use. They’re feather-light with an ergonomic design that’s moulded to your ears. Delivered in a unique charging case, inspired by classic cosmetic silhouettes, and compactly formed to simply glide into pockets.” 

Opinion: I need more than a lipstick-style case

Nothing Ear (stick) – official leaked renders pic.twitter.com/FrhKmRttmiOctober 1, 2022

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It’s no secret that I want Nothing’s earbuds to succeed in world dominated by AirPods; who doesn’t love a plucky, eccentric underdog? 

But in order to become some of the best true wireless earbuds on the market, there is room for improvement over the Nothing Ear 1, the company’s inaugural earbuds. 

Aside from this official ‘news’ from Nothing, leaked images and videos of the Ear (stick) have been springing up all over the internet (thank you, developer Kuba Wojciechowski) and they depict earbuds that look largely unchanged, which is a shame. 

For me, the focus needs to shift from gimmicks such as a cylindrical case with a red section at the end which twists up like a lipstick. Don’t get me wrong, I love a bit of theater, but only if the sound coming from the earbuds themselves is top dog. 

As the natural companions for the Nothing Phone 1, it makes sense for the Ear (stick) to take a place similar to that of Apple’s AirPods 3, where the flagship Ear (1) sit alongside the AirPods Pro 2 as a flagship offering. 

See, that lipstick case shape likely will not support wireless charging. That and the rumored lack of ANC means the Ear (stick) is probably arriving as the more affordable option in Nothing’s ouevre. 

For now, we sit tight until October 26. 

Becky is a senior staff writer at TechRadar (which she has been assured refers to expertise rather than age) focusing on all things audio. Before joining the team, she spent three years at What Hi-Fi? testing and reviewing everything from wallet-friendly wireless earbuds to huge high-end sound systems. Prior to gaining her MA in Journalism in 2018, Becky freelanced as an arts critic alongside a 22-year career as a professional dancer and aerialist – any love of dance starts with a love of music. Becky has previously contributed to Stuff, FourFourTwo and The Stage. When not writing, she can still be found throwing shapes in a dance studio, these days with varying degrees of success.  

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YouTube could make 4K videos exclusive to Premium subscribers

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YouTube could make 4K videos exclusive to Premium subscribers
Woman watching YouTube on mobile phone screen



(Image credit: Shutterstock / Kicking Studio)

You might soon have to buy YouTube Premium to watch 4K YouTube videos, a new user test suggests.

According to a Reddit thread (opens in new tab) highlighted on Twitter by leaker Alvin (opens in new tab), several non-Premium YouTube users have reported seeing 4K resolution (and higher) video options limited to YouTube Premium subscribers on their iOS devices. For these individuals, videos are currently only available to stream in up to 1440p (QHD) resolution.

The apparent experiment only seems to be affecting a handful of YouTube users for now, but it suggests owner Google is toying with the idea of implementing a site-wide paywall for access to high-quality video in the future.

So, after testing up to 12 ads on YouTube for non-Premium users, now some users reported that they also have to get a Premium account just to watch videos in 4K. pic.twitter.com/jJodoAxeDpOctober 1, 2022

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It’s no secret that Google has been searching for new ways to monetize its YouTube platform in recent months. In September, the company introduced five unskippable ads for some YouTube users as part of a separate test – an unexpected development that, naturally, didn’t go down well with much of the YouTube community. 

A resolution paywall seems a more palatable approach from Google. While annoying, the change isn’t likely to provoke the same level of ire from non-paying YouTube users as excessive ads, given that many smartphones still max out at QHD resolution anyway. 

Of course, if it encourages those who do care about high-resolution viewing to invest in the platform’s Premium subscription package, it may also be more lucrative for Google. After all, YouTube Premium, which offers ad-free viewing, background playback and the ability to download videos for offline use, currently costs $11.99 / £11.99 / AU$14.99 per month.

Suffice to say, the subscription service hasn’t taken off in quite the way Google would’ve hoped since its launch in 2014. Only around 50 million users are currently signed up to YouTube Premium, while something close to 2 billion people actively use YouTube on a monthly basis. 

Might the addition of 4K video into Premium’s perk package bump up that number? Only time will tell. We’ll be keeping an eye on our own YouTube account to see whether this resolution paywall becomes permanent in the coming months.

Axel is a London-based staff writer at TechRadar, reporting on everything from the newest movies to latest Apple developments as part of the site’s daily news output. Having previously written for publications including Esquire and FourFourTwo, Axel is well-versed in the applications of technology beyond the desktop, and his coverage extends from general reporting and analysis to in-depth interviews and opinion. 

Axel studied for a degree in English Literature at the University of Warwick before joining TechRadar in 2020, where he then earned a gold standard NCTJ qualification as part of the company’s inaugural digital training scheme. 

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Europe sets deadline for USB-C charging for (almost) all laptops

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Europe sets deadline for USB-C charging for (almost) all laptops

USB-C als Ladestandard in der EU

Mundissima / Shutterstock


Author: Michael Crider
, Staff Writer

Michael is a former graphic designer who’s been building and tweaking desktop computers for longer than he cares to admit. His interests include folk music, football, science fiction, and salsa verde, in no particular order.

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