Telly's innovative business model, offering "free" televisions in exchange for advertising exposure and user data, faced significant logistical hurdles in its rollout, impacting its revenue projections. While the company touted the potential for substantial advertising revenue from its dual-screen TVs, a substantial gap emerged between initial projections and actual deliveries.
According to a Q3 2023 investor update cited by Lowpass, Telly had only managed to place 35,000 TVs in homes by November 2023. This figure starkly contrasts with the company's initial projection of shipping 500,000 units during the summer of 2023. While Telly announced in June 2023 that 250,000 people had signed up to receive a Telly, and later stated plans to ship millions more in 2024, the actual deployment rate lagged considerably. The company estimated the value of each TV at $1,000, a figure tied to the user data and advertising revenue it expected to generate.
The delayed rollout has implications for the burgeoning ad-supported TV (FAST) market. Telly's model hinges on capturing a significant user base to attract advertisers. The slower-than-anticipated deployment could affect its ability to compete with established players in the streaming and connected TV advertising space.
Telly, which debuted in May 2023, operates on the premise that consumers will accept constant advertising exposure on a secondary screen in exchange for a free 55-inch television. Users are required to complete a detailed survey and agree to constant tracking, with the threat of a $1,000 charge if they disable tracking or cover the secondary screen.
Looking ahead, Telly faces the challenge of scaling its production and distribution to meet its ambitious targets. The company's success depends on overcoming these logistical obstacles and demonstrating the viability of its advertising-driven business model in a competitive market.
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