In its first quarter 2019 presentation to analysts, which ended last December for Viacom, the company announced that new free linear OTT Pluto TV -which will buy for USD 340 million- ‘offers a near-term Spanish language opportunity, both in the U.S. and Latin America’.
According to Viacom, ‘Pluto TV is currently ‘the largest free streaming TV platform in the U.S., with more than 12 million monthly active users -7.5 on connected TVs-, double its nearest competitor’. It is also the second most used app in Roku.
Unlike other OTTs focused on mosaic format, Pluto TV’s strength is its EPG with more than 100 linear channels, although it has a more than 5,000 hour VOD library. And it has more than 130 content partnerships with TV broadcasters and major TV producers and film studios (including Paramount and Awesomeness).
In addition, Pluto TV is especially strong in smart TV integration. It is the largest Samsung’s TV Plus service channel provider and has a co-branding with Vizio’s free WatchFree service. Both brands represent 60% of smart TV market in the US.
For Viacom, Pluto TV provides a platform to grow in ‘direct-to-consumer’ business, serving as ‘a marketing engine for targeted subscription products, like Noggin, Comedy Central Now, and others’. It also makes its ‘addressable advertising’ business stronger, which leads an Advanced Marketing Solutions unit.