Lo streaming it changed the way we watch content forever. Films, sports, series, cartoons: everything passes through the internet. But not necessarily through a monthly subscription. Rakuten TV in fact, it offers both titles for purchase or rental, but also a wide range of free content: sia on demand which through channels FAST, like the one on Science Fiction that launched just last month. TV channels that follow users' tastes. And that, above all, they are free and supported by ads.
An interesting alternative for many users, who perhaps have grown tired of the ever-increasing costs of streaming subscriptions — and of infinite scrolling to find a movie or series to watch. Marcos Milanez, Chief Content Officer of Rakuten TV, gives us an in-depth look at this type of streaming offering. Which is growing a lot, even in Italy.
Rakuten TV and free FAST channels: interview with Marcos Milanez
As “Chief Content Officer,” Milanez strategizes and approves acquisitions of films, TV series and various programs that Rakuten TV offers in streaming. Both paid, with European and Hollywood films that we can purchase on the online store (TVOD, Transactional Video On-Demand), and free. The offer of free TV series, programs and films in streaming is divided into on-demand content supported by advertising (AVODor Advertising Video On Demand) and the so-called “FAST channels” (Free Ad-supported Streaming Tv).
This category particularly interested us, because it represents an already known category, that of TV channels, revolutionized by streaming technology. On the Rakuten TV website and on the dedicated app on many televisions (you can often also find the dedicated button on the remote control), you will find many examples of these channels. We go to those monothematic (the Doctor Who channel, for example) to those dedicated to genres (science fiction, western) or categories (sports, news). Rakuten TV has over 500, in addition to more than ten thousand on-demand titles.
Free streaming, to complete the offer
With such a huge offering, managing these three different distribution mechanisms can become complex. But Milanez explains to us that “they complement each other”. In fact, if for rent or purchase we find “films that have just been released at the cinema” due to the strategies of the film producers, with whom the Rakuten TV manager works daily, the free offer is aimed at “a wider audience, which does not necessarily requires seeing content that has just come out of theaters, but wants to watch quality content.”
Marcos Milanez, Chief Content Officer di Rakuten TV
In this case, the difference is the price. “There is nothing better than zero costs, especially in this period” explains Milanez. The ability to provide free, but ad-supported content allows Rakuten TV to offer little-seen gems or older titles to customers who already buy or rent the latest releases. But it also serves to attract new users, who perhaps wouldn't spend money on a digital copy of a film or TV series.
Rakuten TV's FAST channels: a “classic” experience in the streaming era
Although there is a segment of the audience that uses all three of Rakuten TV's offerings (TVOD, AVOD and FAST), Milanez explains that it is a “small segment”. They often find convergence on who appreciates on-demand, both paid and free. But there is an ever-increasing portion of users who prefer a “linear experience”, like a classic TV channel. But they want the enormous choice of streaming.
The growing data makes Rakuten TV's Chief Content Officer think that the choice to launch FAST channels in 2019 was a winning one. Above all because it represents an extremely familiar experience: “In the end, it's just free TV. The average consumer, unfamiliar with media industry terms, has no idea what FAST means” — and we think rightly so. Whether it is broadcast on “classic” television or in streaming, the thing that matters is that it is free and has good content.
Give the public what they want
The proposal of the FAST channels It immediately interested us due to its simplicity: choose the type of content you like and then watch the channel, without having to select the right movie, series or program. A way to avoid spending an hour choosing which content to stream, spending more time in the menus than watching what we like. “The customer knows what to expect” Milanez explains to us, but he also has the possibility of discover unknown pearls within his favorite genre.
Marcos Milanez explains to us that Rakuten TV buys FAST channels from other partners, but also develops them internally. “Our goal is to try to have a complete television experience: not only movie channels, but also channels for children, sports, entertainment, lifestyle and so on”.
But to do this, listen to user needs by doing market research and analyzing data from on-demand offerings. For example, in the case of the recent launch (first in Italy) of the channel Rakuten TV Science Fictionthe Rakuten TV team has seen the success of “science fiction films and content in our other channels, but also in the AVOD section [contenuti on-demand gratuiti]. This justified the launch of the channel.”
An effort that comes from both the content acquisition team and the programming and marketing teams. But also by working with local managers, because “if at the launch in 2019 we relied on global FAST channels, we saw that without a localized channel it's harder to succeed. This is why, today, most channels are.” Milanez explains that it's not just a matter of dubbing or subtitling content: “it's not just a question of language, but of a different editorial strategy”.
A channel for everyone
The strong localization and the great offer (we repeat: over 500 channels), allow everyone to find a FAST channel perfect for their tastes. Milanez reveals to us that he, personally, would choose “a movie channel: I'm passionate about cinema. But I also understand the desire of those who follow channels with a single product, especially fans of TV series” from Doctor Who to Baywatch, just to name a few.
If you also want to try these streaming channels, the advice is to “check the platform, because I think there is excellent content for all types of audiences. Not just films, but also entertainment, documentaries, children's content, lifestyle, sports.” Even for those who are used to enjoying titles on demand, “because every now and then you discover hidden jewels that you've never seen, films you didn't know about by an appreciated actor”.
And then, on the FAST or AVOD platforms, free but with advertising, you can also find “films with Hollywood or European casts, which would not have the right exposure for rental or purchase. Many titles, newly released for home entertainment, arrive on free channels today — also because the distributors have seen the public success of this proposal.”
You can find the Rakuten TV app pre-installed in many smart TVs, often even with a dedicated button on the remote control. But you can download it and watch the contents online from any connected device: find all the information here.
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