Dive Brief:
- MGM's Epix has partnered with Honda to stream its library of over 2,000 movies, including the "James Bond" and "Star Trek" franchises, into the 2018 Odyssey minivan's rear-seat entertainment systems, according to Variety. The deal marks the first time an entertainment service is available directly through an internet-connected vehicle, the publication said.
- Honda owners will have to have an existing Epix subscription through a participating pay TV provider in order to access the content, however. DirecTV and Comcast — two of the largest premium TV providers — don't offer Epix, and Variety questioned whether the partnership will actually result in increased subscriptions for the network.
- The technology behind Honda’s connected-car platform includes Delphi Automotive and OpenMobile World Wide. OpenMobile provides Android-based solutions for the automotive and transportation sector.
Dive Insight:
Where people choose to consume their content is quickly fragmenting as mobile and connected devices advance and become more capable of streaming high-quality video for longer periods. For Honda, offering up a more robust, connected entertainment system might better accommodate the Odyssey minivan's target audience of families who often have young children.
The deal also points to how both premium and broadcast TV networks are stretching the number of screens they reach as television ratings and subscriber numbers continue to decline. TV networks face stiff competition, not just between each other, but more often from over-the-top digital streaming services like Netflix and Hulu. Experimenting more with cutting-edge technology in connected vehicles might help Epix reach new markets.
Integrations with Honda mark Epix’s second brand partnership this week. The premium TV service previously teamed up with Domino’s Pizza to stream "Ferris Bueller's Day Off" for free on Facebook Live on Sunday, June 11, in celebration of the anniversary of the iconic '80s film's release.
