Sony is targeting PlayStation users with a new free streaming service designed to give advertisers access to its huge gaming audience.
The company unveiled “Live TV on PS5” on Monday. The service offers more than 100 free ad-supported channels through the PlayStation 5 console.
The service is currently available in the United States. Sony expects to launch it in Canada next. The company also plans to bring the service to Bravia television consoles later this year.
Sony targets PlayStation audience
Sony sees the service as a way to reach PlayStation users who may not watch traditional television.
The company says many of these consumers spend their time gaming and watching video content. However, they may not be easy to reach through other connected TV platforms.
“When you look at sort of the habits and behaviours of this community, they are gaming and engaging with video, and they’re probably not showing up in other connected TV environments often,” said Peter Wood, executive vice president of consumer platforms and services at Sony Pictures Entertainment.
Sony has sold more than 95 million PlayStation 5 consoles worldwide as of June 30. This gives the company a large audience that advertisers can target.
More than 100 free channels
“Live TV on PS5” will feature content from several major media and sports companies.
The lineup includes ABC News, A+E Global Media, AMC Global Media, Amazon MGM Studios, ESPN, Fox, Lionsgate, NASCAR, NBCUniversal, NFL Channel, Radial Entertainment and UFC.
Viewers can watch channels such as ABC News Live, Fox Sports, Fox Weather, LiveNOW from Fox, NBC News Now, NBC Sports Now and NFL Channel.
The service will also feature content from eCLUTCH and Spotify’s The Ringer.
Sony will offer channels dedicated to shows such as “Community” and “The Shield.” Sony One will also provide Action Hits and Horror Hits channels.
Crunchyroll and movie content
Two anime channels from Sony-owned Crunchyroll have been created for the new service.
Viewers will also have access to shows including “Hot Ones,” “Wicked Tuna” and “The Walking Dead.”
The movie selection will include titles such as “The Hunger Games,” “Hancock” and “Resident Evil.”
Sony expects the service to grow over time. New channels, themed programming and live events could be added to the platform.
Sony focuses on advertising
Sony will work with Publica and PubMatic to deliver connected-TV advertising on the service.
The company has spent years looking for ways to connect its different entertainment and technology businesses.
“Sony engages with tens of millions of customers around the world across our devices,” Wood said. “I don’t think it’s rocket science to look at trying to remove the friction of content discovery across different media.”
Sony believes advertisers will be interested in the platform if the ads are relevant to PlayStation users.
“This audience appeals to everyone,” Wood said. “We are just being very thoughtful” about ensuring the advertising presented is “relevant.”
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