Vizio earns almost as much revenue from advertising and data as it earns from TV
Vizio eventually became a public company, and its subsequent 2015 IPO plan derailed in LeEco's chaotic acquisition attempt, which ultimately ended in failure. The company released its first public earnings report earlier today, revealing that in the first three months of 2021, its Platform+ business (selling the portion of audience data and advertising space through the SmartCast platform) made a profit of $38.4 million.
As execs said on the call, the company continues to court relationships with brands and agencies, following the same plan laid out six years ago with a business built on its Inscape Automated Content Recognition tech.
Its device business (the part that sells TVs, sound bars and the like) had a gross profit of $48.2 million in the same period, up from $32.5 million last year. While the hardware business has significantly more revenue, profits from data and advertising spiked 152 percent from last year, and are quickly catching up.
Vizio did say that hardware profits were affected by products getting stuck at ports due to a shipping glut that has impacted many companies over the last year, buts forecast is that Platform+ revenue and profit will continue to grow in Q2, as device profit margins "trend toward the single digits."Vizio
The FTC slapped Vizio on the wrist for its Inscape efforts back in 2017, saying that data collection was done without properly informing viewers. Now the company's products are a bit clearer about what you're opting into, but also rely on many connected features like AirPlay and Cast that encourage people to use internet features, where it can track their usage and sell the data to advertisers.
Vizio said it now has 13.4 million active SmartCast accounts, with viewers spending 52 percent of their viewing time on SmartCast inputs (the built-in apps, or casting from another device). 34 percent of viewing time went to linear TV, with 7 percent for game consoles or over the top devices.
So what can we expect from Vizio going forward? More low-priced TVs with lots of connected features and the HDMI 2.1 support they already have. However, as profit margins on the TVs themselves narrow, Vizio is going to keep pushing connected features, as well as ad-supported streaming options (it just added several new free channels earlier this month) that give it more of an opportunity to make money with its Platform+ business.
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