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LA Virtual Screenings: what buyers like about online
LA Virtual Screenings 2022 has had two healthy first days. The figures are as good as at the last two VS events, but this time the value is double, because this LAVS is held after the pandemic, with NEM Croatia and other ‘in person’ events around.Almost 600 buyers from +80 countries have already entered the VS platform, generating 2200 screenings (image 1). All types of interesting buyers are present. What do they like?
In the image 2 we’ve selected just 15 attending buyers, but there are OTT platforms as Disney Germany or HBOMax Latam, broadcasters as ABS-CBN The Philippines, 1+1 Ukraine, pubcasters as NPO The Netherlands, Pay TV operators as Puls TV Poland, tech AVODs as Samsung TV Brazil, Singapore Airlines, big e-tailers as Mercado Libre Latam, advertising companies as Publicis Group from Mexico. Online events empower the access to new buyers, complementary sectors.
PRENSARIO has interviewed about two dozens of these VS buyers, from traditional to new ones. They agree to answer this event format is good, because they are not obliged to have meetings, and they can do ‘binge watching’ of contents. The sales interaction takes place when they enter the booths and show interest in the contents, pushing healthy relationships. They all like to manage lots of stats, rankings and digital tools to make their searches faster. The VS Figures rankings and the VS Browser are well commented.
What type of contents are watching these buyers? We use now the analytic stats of the platform. Image 3: though again the TV series are the leaders --US, Turkish and Latin ones-- comparing to previous VS events, there is a growth of unscripted formats, led by Banijay, docs & factual, led by European providers, and kids & family. Films have better numbers too, because there are higher providers this time.
It is good to see also the screenings share per origin. Image 4 shows a predominance of Europe because it has the majority of providers, but all regions have good performance, with a technical tie between Turkey, Latin America and US/Canada. The rankings of Top 15 booths and contents (image 5) show the same: there are a good mix of origins and genres at every step. Buyers love variety in this kind of events, to make time more productive.
Anything to add? VS Next is again a big success, with strong issues at its panels and testimonials. In two days it has generated almost 300 video reproductions, with Global Streaming: AVOD/FAST takes the scene, as the far favorite session. Since VS has VS Next, buyers spend more time and visits in the platform. See the complementary articles below.
Nicolás Smirnoff and Fabricio Ferrara