Is The 2010 TV seasons online yet?

Over the last few weeks, we’ve look at the state of Internet streaming. In this final data-heavy post, I am revisiting the 2010 TV season to assess if the situation has gotten better.

How I did this?

Last year, I did some research that served as the basis for this series. In it, I detailed the availability of  the top 50 shows of 2010 as legal online streams.

This year, I pulled the list up and assessed whether things had changed. For each show, I pulled up the wikipedia entry and checked what show seasons ended in 2010. I then checked which of these seasons were completely available (as in every episode of that season) on Netflix, Hulu, Amazon and iTunes. In the case of Amazon and iTunes, I noted if the season was available for purchase or rent, a distinction that sometimes has an impact on price.

If only part of the season was available, I did not tally it up as available in the final tally.

The list

So without further ado, here’s the list of top 2010 TV shows available for streaming on the internet:

RankNameNetflixHuluAmazoniTunes
1NCISNoNoNoPurchase only
2The MentalistNoNoNoNo
3CSINoNoPurchase onlyPurchase only
4NCIS: LANoNoPurchase onlyPurchase only
5Two and a Half MenNoNoPurchase onlyPurchase only
6The Big Bang TheoryNoNoPurchase onlyPurchase only
7Desperate HousewivesYesYesPurchase onlyPurchase only
8Criminal MindsNoNoPurchase only – Season 6 onlyPurchase only
9Grey’s AnatomyYesSeason 6 onlyPurchase or PrimePurchase only
10The Good WifeNoNoYesYes
11CSI: MiamiNoNoPurchase onlyPurchase only
12HouseNoNoPurchase onlyPurchase only
13CSI: NYNoNoPurchase onlyPurchase only
14LostYesYesPurchase or PrimePurchase only
1524YesNoPurchase or PrimePurchase only
16CastleNoNoPurchase onlyPurchase only
17BonesYesNoPurchase onlyPurchase only
19Brothers and SistersYesNoPurchase onlyPurchase only
20Cold CaseNoNoNoNo
21GleeYesNoPurchase or PrimePurchase only
22Human TargetNoNoPurchase onlyPurchase only
23Romantically ChallengedNoNoNoPurchase only
24Modern FamilyNoNoPurchase onlyPurchase only
25Private PracticeYesNoPurchase onlyPurchase only
26VNoNoPurchase onlyPurchase only
27The OfficeYesYesPurchase onlyPurchase only
28How I Met Your MotherYesNoPurchase onlyPurchase only
29Three RiversYesNoPrime or PurchasePurchase only
30FlashforwardYesYesPurchase onlyPurchase only
31Rules of EngagementNoNoPurchase onlyPurchase only
32Numb3rsYesNoPrime or PurchasePurchase only
33Law and Order: SVUYesYesPurchase onlyPurchase only
34Ghost WhispererYesNoNoPurchase only
35Lie to MeYesNoPurchase onlyPurchase only
36MediumYesNoPrime or PurchasePurchase only
37Family GuyNoNoPurchase onlyPurchase only
38ParenthoodYesNoPurchase onlyPurchase only
39Accidentally on PurposeYesNoNoPurchase only
40Cougar TownYesYesPurchase onlyPurchase only
41FringeNoNoPurchase onlyPurchase only
42Law and OrderNoNoPurchase onlyPurchase only
43The SimpsonsNoNoPurchase onlyPurchase only
44Miami MedicalNoNoNoNo
45The ForgottenNoNoNoNo
46HankNoNoNoNo
47MercyNoYesNoNo
48The MiddleNoNoPurchase onlyNo
49The New Adventures of Old ChristineNoNoPurchase onlyPurchase only
50Gary UnmarriedNoNoPurchase onlyPurchase only

What can be rented?

The Netflix and Hulu business models are largely predicated on a single-fee, all you can eat approach. By comparison, Amazon and iTunes have generally been more focused on a pay per view model but some surprising things popped up in the research.

First, the entry of Amazon Prime in the market seems to signal to that company preparing for a single-fee all-you-can-eat approach to augment its pay-per-view model. Secondly, one show (The good wife) was available for rent on iTunes at the time of the research (it has since moved to a Purchase only offering). Whether this was the product of error or a test trial cannot be assessed but it was an interesting development.

So does the rental picture look better this year for shows that are 2 years old? Let’s look at the data:

RentalNet­flixHuluAma­zon PrimeiTunes
20102011Change20102011Change20102011Change20102011Change
Top 1002+221–1NA2+281-7
Top 2518+762-4NA5+5211–20
Top 50220+18127-5NA8+8391-38

Netflix here is the big winner, reflecting what has been guessed at but never proven empirically until now: the company’s focus on getting older TV show collections seems to appeal to its customers and the company has been aggressively growing its catalog in this area.

Surprisingly, however, Hulu has lost considerable ground here, losing about 10% of the content it was offering only a year ago. This appears to reflect a strategy whereas Hulu works as a catch-up TV model but once shows get older, they are dropped altogether.

While only a few months old, the Amazon Prime offering has been playing catch-up in this area, and is apparently aggressively going after the Netflix model. I wouldn’t be surprised if we were to see a match in the catalogs of those two companies next year.

Meanwhile, iTunes has mostly gotten out of the rental market for those shows, opting instead for a sales-focused model.

Can I buy a show?

PurchaseAma­zoniTunes
20102011Change20102011Change
Top 1068+289+1
Top 251420+62122+1
Top 502839+113942+3

For people who prefer purchasing complete seasons as online streams (probably the same people that used to purchase those as DVDs in the past), the story looks really great. Both Amazon and Apple have made strong headway in making that content available. However, surprisingly, there are still a few holdouts who are making their shows unavailable for online streaming even over a year after those seasons ended.

The distribution of shows actually seems to shrink when you go further down the catalog. This could be because the studios don’t feel like investing further into shows that were not at the top of the list. While this is an interesting concept, it completely goes against the idea of long tail availability of content on the internet. Even in a word where the marginal cost of putting a show online is very low, the studios are deciding that the low cost is not even worth it, leaving potential audiences without a legal way to get to that content. If I were an online streaming service content acquirer, I would offer a revenue sharing deal on this content in exchange for unlimited exclusivity to it. I might even go as far as taking care of the digital conversion, with the idea that costs would be covered  under the revenue sharing agreement, with the first few dollars required for conversion going back to the party that did the conversion. This model would allow properties that had only a niche appeal to find new life as new people joining that niche could now get access to that content.

Conclusion

The first thing one notices is that older TV shows are still hard to find on all-you-can-watch subscription based types services. While Hulu seems to be focusing on the catch-up TV model and fails drastically on keeping longer terms archives, Netflix’s offering is still relatively weak, with less than half of the top TV shows of 2010 being available over a year after they ended. TV studios seem to have opted for selling this content to consumers, an option that may end up producing less revenue to them in the long run as the cost of such shows is still relatively high (between $20 and $40 per show season).

While the TV studios may look at streaming as equivalent to DVD ownership, the consumers are still considering streams as a cheaper alternative to the plastic disks and thus will probably not go for the same price levels on streams as they do on DVDs. This kind of price pressure is pretty common in digital media and has already been witnessed in music and books.

As we’ve seen over the last few weeks, availability of recent content is relatively limited when it comes to legal streaming. What is more worrisome is that while time has some impact on available content, a lot of shows still are not made available as legal stream.

In a world where TV studios complain about their shows being made available online by pirates, they should first look at why people are pirating these shows: by failing to provide a legal alternative, the TV studios are partly responsible for the piracy problem and should first focus on providing legal ways to access all old content before complaining that individuals are making that content available.

Piracy will always exist but consumers may be more inclined to support the people fighting piracy if legal alternatives to piracy are avalaible. It is thus incumbent on the TV studios to make all their content available online for people who are willing to pay for it.

 

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