Pluto TV just struck a licensing deal with BBC Studios for more than 200 “Doctor Who” episodes:
with BBC Studios for more than 200"Doctor Who" episodes — along with other shows from the British studio, per Variety.The deal comes as AVOD providers have been making a bigger push to score popular content: One of Pluto TV's top competitors, Tubi,
Licensing content allows Pluto, and AVOD services in general, to quickly attract loyal fanbases of certain shows. Shows with large, established, loyal fanbases like"Doctor Who" can offer that growth by attracting new viewers to the platform. Strategically choosing which shows to commit licensing dollars to will be critical, as competition in the AVOD space grows and platforms license more content. Potential shows include older, archival shows that don't appear on television or SVOD, for instance.
Uncertainty surrounding the measurement of ads served on OTT video content has proven to be a barrier to the growth in ad revenue on free streaming platforms.Traditional TV and digital contentinto one overall"video" category, it's difficult for brands to discern where exactly their ad dollars should be going, and even more difficult to determine ROI. Brands are likely wary to shift from a proven, comfortable medium to a new one without compelling evidence of its upside.
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