Morning Brew - ☕ I can see clearly now

Streaming stats, year-end edition
November 14, 2022

Marketing Brew

Attest

Welcome to Monday. On Friday, Twitter Blue seemed to disappear. And over the weekend, the Wall Street Journal reported that the company’s “advertising exodus” is “accelerating.” At this point, we should just start a newsletter called Musk Brew.

In today’s edition:

—Katie Hicks, Kelsey Sutton, Jeena Sharma

LEGISLATION

I NY’s new pay transparency law?

Stacks of cash in different amounts appear in thought bubbles above people's heads. Francis Scialabba

This month, pay transparency in NYC finally went into effect, meaning private employers must now disclose a “good faith estimate” of salaries for positions based in the city or risk being fined.

By now, many have seen the Citibank listing with a salary range of $0–$2 million. While Citi subsequently updated the listing and blamed the error on “a technical issue,” it’s not uncommon: The Wall Street Journal reported that many job seekers have encountered extremely wide pay ranges since the law went into effect.

So how does the marketing industry—which has faced scrutiny for pay discrepancies in recent years—compare?

Wide-open ranges

It’s not zero-to-two-mil’, but the pay ranges on many marketing job listings also seem to be wide:

Lola Han, CEO and founder of compensation management program Kamsa, which works with  marketing agencies to help determine employee salaries, told us exorbitant ranges can “seem shady from a prospective employee perspective.”

Keep reading here.—KH

        

TOGETHER WITH ATTEST

When ya know, ya grow

Attest

Confident decision-making is a crucial skill for every biz, especially during a downturn. But how do you move into the growth column without employing a li’l bit of guesswork?

With Attest, you can base your decisions on solid data from target consumers—not your friend’s unprompted opinions—and leverage professional insights to take decisive action. Plus, their data is triple-checked with AI and humans. Knowledge is power, folks.

Setting up a survey is quick and easy, and it takes only a few biz days for you to receive results from Attest’s audience of 125m peeps across 58 countries.

There’s no better feeling than that eureka moment. Gift your team some professional insights and book a demo with Attest.

STREAMING

Subs, stacked

Streaming TVs Francis Scialabba

Yeah, yeah, there’s plenty of talk about free ad-supported streaming. But we still love to see the number of subscribers that the major subscription streaming players are bringing in quarter after quarter.

After this quarter’s earnings season, we collected the last reported subscriber figures of 2022 to see how major streamers stack up ahead of 2023. Here’s our rundown:

  • Netflix ended its final quarter without an ad-supported tier with roughly 223 million global subscribers, the first time this fiscal year in which the streaming giant reported subscriber growth.
  • Disney+, which is readying its own ad-supported tier for next month, counted 164 million global subscribers, an increase of more than 12 million from the prior quarter.
  • Warner Bros. Discovery, which operates streamers including HBO Max and Discovery+, ended the quarter with nearly 95 million total streaming subscribers—but the company has stopped breaking out HBO Max and Discovery+ subscribers separately. (With that said, it’s likely the majority of those subs are from HBO and HBO Max, based on figures released earlier this year.)
  • Hulu, the highest revenue-per-user streamer in Disney’s portfolio, ended the quarter with 47.2 million total subscribers, which includes subscribers to its Live TV offering.
  • Paramount+ is gaining on Hulu, reaching 46 million total subscribers in the quarter, and Paramount’s entire streaming portfolio (which includes Paramount+ as well as Showtime, Noggin, and BET+) neared 67 million global subs.
  • ESPN+, another Disney-owned streamer, reported 24.3 million total subscribers.
  • Peacock ended the quarter with “more than 15 million highly engaged paid subscribers,” as well as 14 million free users or users who receive Peacock as part of a bundle, Comcast chairman and CEO Brian Roberts said.

Look, over there! But streaming companies don’t appear to be so keen on highlighting streaming subscription size and are trying to shift the focus on other figures, like revenue and profit, due to Wall Street pressures.—KS

        

BRANDING

Can luxury retailers and discounts get along?

Schitt's Creek gif Schitt's Creek/CBC via Giphy

Retail Brew’s Jeena Sharma recently looked into how discounting can impact a luxury retailer’s brand image. Read a snippet below, or click here for the full read.

Most loyal luxury shoppers fall in the high-income bracket (duh!) and tend to shop luxury items for their “perceived value,” Swarooprani Muralidhar, senior analyst at Coresight Research, said, adding that in economics these goods are termed “Veblen goods,” “where the demand for such goods rises as their prices rise, thus reversing the law of demand.”
“Deep discounts in luxury would therefore be detrimental to the consumer perception of the brand and erode the value of the brand that the company has spent years building,” Muralidhar said.
        

TOGETHER WITH IMPACT.COM

Impact.com

Pivot your partnerships. The economy has not been kind to bottom lines lately, and you may need to rethink your affiliate and influencer strategies to keep these programs afloat. impact.com’s new guide has the tools you need to weather economic downturns and uncertainty. Read it here.

FRENCH PRESS

French press Francis Scialabba

There are a lot of bad marketing tips out there. These aren’t those.

You’ve got mail: These are some of the most important metrics to track on email marketing campaigns.

Bueller? Life moves pretty fast—at least when it comes to the skills social media marketers need in 2022 and beyond. Find out more from this infographic.

Make it happen: On deadline for a blog post? Write one with help from these six steps.

LIVESTREAM

Can’t join us in person? The Brief is going virtual!

Can’t join us in person? The Brief is going virtual!

We know life gets busy, and it might be tough to make it to NYC to attend The Brief in person. Well, there’s no need for FOMO anymore. In partnership with Vimeo, we’re bringing The Brief to you via livestream so you can tune in from wherever you are (well, wherever you are that has internet access).

You’ll be able to livestream our first IRL Marketing Brew Summit, which will spotlight innovations, highlight strategies, and provide solutions to today’s biggest challenges. Industry leaders from HBO, McDonald’s, Vans, Poshmark, and many more will share their knowledge about these topics, giving you actionable insights straight from your laptop.

Get 50% off your livestream pass today only using code TheBrief at checkout.

Tune me in!

WHAT ELSE IS BREWING

  • TikTok Shop, the app’s in-platform e-commerce feature, rolled out tests last week.
  • FTX and the Miami Heat are going through a drama-filled breakup as the crypto exchange files for bankruptcy.
  • NBCUniversal’s chairman of global advertising sales partnerships, Linda Yaccarino, said she wouldn’t “bet against” Elon Musk just yet as he leads Twitter.
  • Netflix’s first live-streamed event will be a comedy show from Chris Rock.

AD ANTIQUES

Citröen via Reddit

We may or may not have found this ad while browsing a Reddit thread about Mad Men late last night. Hit Reply if you think Don Draper would approve.

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Written by Katie Hicks, Kelsey Sutton, Phoebe Bain, and Jeena Sharma

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