Exclusive Content Causes FOMO & Piracy
Things were back in the day that if you subscribed to cable, you could expect to watch any TV content that came along. You paid a single monthly fee to the local cable provider, and you got their slate of programming. If you wanted to expand your viewing horizons to include movies, you could either wait and rent the videotape—VHS or Beta!—or add one of the nascent premium channels like HBO, Showtime, Cinemax, or The Movie Channel. But all original programming was essentially available to anyone willing to pony up for a cable subscription.
But, boy have times changed. Today, some of the very best original content is exclusively available on paid services. This trend can be traced back to HBO’s experimentation—and success—with original programming starting in the early ‘90s
with such shows as Tales from the Crypt, Tracey Takes On . . ., and The Larry Sanders Show.
Today, however, it isn’t just one or two services offering exclusive content, but many, with more seemingly coming every day. Sure, there’s still HBO with its award-winning Westworld, Game of Thrones, True Detective, and more. And Showtime, with Ray Donovan, Billions, Homeland, and others.
Of course, you can’t forget the original streaming juggernaut, Netflix, which seemingly produces a new “must see!” show every day. In fact, Netflix has so much terrific original programming it barely seems to concern itself with providing Hollywood fare any longer. Besides its marquee titles like House of Cards, Orange is the New Black, The Crown, and Stranger Things, there’s recent epic fare like Birdbox, Taylor Swift’s Reputation Stadium Tour, Roma, and Black Mirror: Bandersnatch.
Beyond that you have Hulu, with The Handmaid’s Tale, 11.22.63, and Castle Rock (review coming soon), among others.
And don’t forget YouTube Premium, which is trying to get all those eyeballs that are already tuning in for free homemade videos to pay for new exclusive content. One of the first shows used to attract paying viewers was Cobra Kai, a continuation of the Karate Kid series. But the company recently announced it plans to release 50 original shows during 2019.
Even traditional network channels like CBS are getting involved in the premium streaming game. If you want to watch Star Trek: Discovery, The Good Fight, Tell Me a Story, or the upcoming Twilight Zone reboot, you’ll need a CBS All Access pass.
Plus you have Shudder offering original horror content, Apple announcing it plans to spend in excess of $1 billion to acquire and develop original content, DC Entertainment with its DC Universe streaming, and the elephant in the room: The upcoming
Disney streaming service, called Disney+. We’re not even sure what Disney+ will cost, what shows/movies it will have, or the quality of the original content, but already people are calling it the next must-have service. I mean, sure, it might be worth subscribing just to see Star Wars: The Mandalorian (shown above) and The Clone Wars.
But getting some shows isn’t always just as easy as pulling out your credit card and clicking the sign-up tab. For example, if you want to enjoy any of the original programming on the Audience network—like the fantastic Mr. Mercedes—you’ll need to subscribe to either DirecTV or AT&T U-verse—a pretty big commitment just to watch a few hours of some show.
Of course, exclusives aren’t anything new. They’ve been a part of the video-game industry since the start. For example, if you wanted to play Mario, you needed to buy a Nintendo, but playing Sonic required going with Sega. Still today, games like Halo or Forza require owning an Xbox One, while playing God of War or Spider-Man requires a PlayStation.
Back at the launch of 3D Blu-ray discs, Panasonic and James Cameron played with exclusivity, making the only way to get a copy of Avatar in 3D—the top-grossing film of all time and (arguably) the best use of 3D—by buying a Panasonic 3D TV.
This can all lead to a serious case of FOMO (Fear of Missing Out). And then anger. And then piracy.
In fact, the pirate streaming service BitTorrent is re-gaining popularity thanks in large part to these streaming exclusives. Cam Cullen, Vice President of Global Marketing at Sandvine commented, “To get access to all of these services, it gets very expensive for a consumer, so they subscribe to one or two and pirate the rest.”
People are clearly getting sick of being nickeled and dimed (or rather $10 to $15’d) to death every time they turn around because they want to watch some new show.
While unlikely, one solution would be some kind of unified “Premier Pass” where you pay some amount per month/year and have access to everything. Let the services divvy up the money based on a percentage of usage of each service. They now have the capability to see what and how often we’re watching something, so they could split the money up amongst themselves that way, but give consumers the ability to choose from everything available. Ultimately, the best content will win out by attracting the most eyeballs.
This seems to be something the music industry is already figuring out.
According to Troy Carter, Spotify’s Global Head of Creator Services, “Exclusive audio content, specifically with albums, is not within our playbook. I think people have learned over the last six months that it’s bad for the music industry, it’s not that great for artists because they can’t reach the widest possible audience, and it’s terrible for consumers. If you wake up in the morning and your favorite artist isn’t on the service that you’re paying ten dollars a month for, sooner or later you lose faith in the subscription model.”
Even Kanye West is against exclusives. Last year, he Tweeted that streaming wars were “f***ing up the music game.”
Amen, Yeezy. Amen.
Probably the most experienced writer on custom installation in the industry, John Sciacca is
co-owner of Custom Theater & Audio in Murrells Inlet, South Carolina, & is known for his writing
for such publications as Residential Systems and Sound & Vision. Follow him on Twitter at
@SciaccaTweets and at johnsciacca.com.