Pitch Brief: Playstation Vue

NEW BUSINESS PITCH BRIEF
PLAYSTATION VUE
CONTENT WORK PROJECT

OVERVIEW
Just five months after PlayStation tapped Johannes Leonardo to market its Vue service, the company is holding another review
for creative work. While it seems a little soon (Johaness Leonardo’s first TV spot only appeared in June), apparently the pitch
Johanness Leonardo won was just for the product launch. Now the brand’s review is aimed at finding ideas for the next phase of
marketing as Vue aims to expand.
Vue faces stiff competition from Netflix, Hulu, and Amazon Instant Video. It’s going to take an expertly targeted marketing
effort to break into those ranks.
BACKGROUND SUMMARY
PlayStation was first introduced on December 3, 1994 in Japan with the launch of the original PlayStation console - just a week
after Sega’s rival Saturn console debuted. The PlaysStaion brand now consists of four home consoles, as well as a media center,
an online service, a line of controllers, two handhelds and a phone, as well as multiple magazines. Sony has an existing user base
of 35 million PlayStations, PS3 and PS4 combined, in the US.
PlayStation Vue, a cloud-based TV service offering live television, movies and sports without cable or satellite subscription, was
launched in March 2015 with an entry price is $50 a month. It is entering into a market with stiff competition, like Netflix, Hulu,
Amazon Instant Video and the budget-savvy Sling TV, which launched just 1 month before Vue services.
Sony said it is introducing Vue as an entertainment solution for households that already have the company's PlayStation 3 and 4
gaming consoles.
"That gamer household is something we've defined even further," said Daniel Myers, Vue's head of product. "Lots of people use
these platforms to consume Netflix and other digital media. The household is bigger than just the guy who bought the
PlayStation."

PENETRATION ANALYSIS
Netflix is the largest player in the video streaming market, reaching 38% of Americans.
According to Janney analyst Tony Wible, one reason for Netflix’s supremacy is its huge content
budget which is expected to grow up to $6 billion in 2016. Moreover, 45 percent of Netflix
streaming subscribers say the types of shows they watch when they stream are original
content, such as House of Cards, Lilyhammer, Orange is the New Black, and Daredevil.
38%
18%
13%
http://www.statista.com/chart/1477/adoption-of-video-streaming-services/
http://www.statista.com/chart/1477/adoption-of-video-streaming-services/
http://uk.businessinsider.com/netflix-will-spend-5-billion-on-programming-in-2016-2015-2?r=US&IR=T

OVERLAP ANALYSIS
8.4%
o.05%
In measuring the penetration of the 3 OTT players within Sony PlayStation’s audience, we
weren’t surprised to discover that Netﬂix is the company with the largest share of
Playstation’s audience (8.4%).
o.3%

The proﬁle of the PlayStation customer who’s
already using OTT services like Netﬂix is a young
man under 25 who is in, or just graduated from,
college and makes between $40-$70K a year.
AUDIENCE ANALYSIS
TARGET SEGMENT: PLAYSTATION AUDIENCE SUBSCRIBED TO NETFLIX
POPULARITY
184191173179
16.01%
REACH
9.22% 12.56% 19.56% 23.22%
197
SPORT LOVERS
FOOD LOVERS
MOVIE LOVERS
BUSINESS
PEOPLE
FOOD LOVERS
FASHION LOVERS
SOCIAL
ACTIVIST
BEAUTY & WELLNESS
AWARE
TRAVEL LOVERS
GAMERS
PET LOVERS
PUBLIC FIGURES
FOLLOWERS
HOMEMAKERS
POLITICALLY
ACTIVE
OUTDOOR
ENTHUSIAST
TECHIES
HOME DECORATORS
& DIY’S
GENDER
Male (75%)
AGE
18-24 (46%)
STATUS
Single (53%)
FAMILY
No Kids (93%)
EDUCATION
College (68%)
INCOME
$40K - $70K (56%)
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 Gamers
Pet Lovers
Homemakers
Car Lovers
Techies
Business People
Book Lovers
Politically Active
Home Decorators ...
Outdoor Enthusiast
21.52%
14.27%
12.94%
17.31%
16.71%
9.22%
15.75%
12.45%
15.54%
11.29%
197.45
197.55
196.76
195.57
195.27
195.34
193.03
193.49
192.09
191.21
197.31
196.61
196.12
196.02
195.81
194.75
194.43
194.38
193.84
192.9

PLAYSTATION CONSUMERS SUBSCRIBED TO NETFLIX PASSIONS - FOCUS: TV SHOWS
Looking at the TV content preferences, we learn that this audience is not interested in reality television - no talk shows or
reality shows, and they’re not fond of dramas either. They do like game shows and comedies, however, along with
family-oriented entertainment.
2
3
4
5
1 Family-Oriented S...
Game Shows
Comedies
Documentary & No...
Sci-Fi & Fantasy S...
58.25%
19.63%
88.70%
33.70%
59.96%
169.82
164.89
116.29
115.72
108.7
179.35
174.03
144.1
143.04
138.84
TRENDS
-31.78%
31.58%
-1.17%
16.67%
11.55%
2
3
4
5
6
7
8
9
10
1 American Dad
Beavis and Butt-H...
Rugrats
Futurama
Invader Zim
MythBusters
Wipeout
Rob & Big
Avatar: The Last Ai...
Robot Chicken
22.02%
11.32%
12.26%
33.38%
9.23%
18.30%
9.73%
9.64%
8.28%
7.19%
176.8
187.73
186.35
170.05
190
170.33
177.95
177.09
179.2
180.58
179.68
179.67
179.6
177.43
177.07
175.89
175.55
175.27
175.07
173.76
TV SHOW GENRES Top 10 Unisex Clothing Brands
IF YOU WANT KNOW MORE
ABOUT THIS AUDIENCE
CLICK HERE
http://bit.ly/1Rs8DvX

Their tastes in music, however, are far less family-friendly with genres like Metal, Urban & Hip Hop, Punk and Hard Rock gaining
popularity indexes of over 100 points.
Metal
Urban & Hip Hop
Punk
Hard Rock & Pro...
Pop Music
1
2
3
4
5
50.84%
70.45%
46.22%
49.22%
72.85%
149.70
121.09
116.93
113.86
91.75
166.03
147.23
144.18
142.21
122.71
TRENDS
-0.23%
-2.70%
19.57%
-7.94%
-7.66%
2
3
4
5
6
7
8
9
10
1 Disturbed
Slipknot
System of a Down
Korn
Ozzy Osbourne
Kiss
Megadeth
Marilyn Manson
Avenged Sevenfold
Bullet for My Vale...
15.01%
11.74%
17.48%
12.45%
9.95%
6.70%
5.76%
4.49%
11.07%
6.91%
170.69
173.32
164.97
165.86
165.93
164.36
167.81
175.41
157.98
164.76
174.53
174.11
171.81
170.34
169.37
165.74
165.62
165.58
165.38
165.13
TOP MUSIC GENRES TOP 10 METAL SINGERS
ABOUT THIS AUDIENCE
CLICK HERE
PLAYSTATION CONSUMERS SUBSCRIBED TO NETFLIX EMOTIONS - FOCUS: MUSIC
http://bit.ly/1jDRdCj

Television is the medium that best characterizes the audience with a popularity index of 138.4, while all the other media score
under 100 popularity points.
Comedy Central
Adult Swim
Cartoon Network
Animal Planet
MTV
1
2
3
4
5
17.25%
20.80%
11.64%
8.12%
16.12%
191.72
183.69
191.93
186
170.55
183.95
182.97
179.58
177.26
174.65
RELEVANCE
631082137
41.54%
REACH
0.16% 19.06% 68.25% 100.00%
185
MOVIES
CHANNELS
NEWS CHANNELS
LOCAL CHANNELS
ENTERTAINMENT
CHANNELS
RELIGIOUS
CHANNELS
SPANISH
CHANNELS
KIDS AND FAMILY
CHANNELS
EDUCATIONAL
CHANNELS
SPORTS
CHANNELS
MUSIC
CHANNELS
TOP 5 TV CHANNELSTV GENRES
PLAYSTATION CONSUMERS SUBSCRIBED TO NETFLIX MEDIA - FOCUS: TV
ABOUT THIS AUDIENCE
CLICK HERE
http://bit.ly/1GYUnWd

It shouldn’t be a surprise that this cartoon-oriented audience can be influenced by fictional characters.
The fictional character who thrills this audience the most is Batman, reaching 20% and ranking first by relevance index.
Whereas Netflix has the market cornered on gritty superheroes with Daredevil, PlayStation might have an opportunity with a
Batman-like series, or at least an edgy “Dark Knight” style marketing campaign with a dash of punk rock.
2
3
4
5
1 Batman
Cookie Monster
Patrick Star
The Annoying Ora...
Nemo
20.63%
8.86%
18.73%
8.39%
8.59%
189.24
186.52
171.07
178.79
179.64
186.81
176.57
175.46
173.22
173.13
REACH RELEVANCE
100581796.77%72.58%48.38%24.19%<0.01% 142 183
Fictional Characters
Actors and Directors
Artists
Models
Other Famous People
Writers
Politics
Chefs
FAMOUS PEOPLE GENRES TOP 5 OTHER FAMOUS PEOPLE
ABOUT THIS AUDIENCE
CLICK HERE
PLAYSTATION CONSUMERS SUBSCRIBED TO NETFLIX INFLUENCERS
FOCUS: FICTIONAL CHARACTERS
http://bit.ly/1PL98TB

If you need
more insights
on this target and
its competitors
click HERE
or drop us a line
normandin@cubeyou.com
We are here to help!
http://www.cubeyou.com/contacts

Pitch Brief: Playstation Vue

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Pitch Brief: Playstation Vue