Target Launches Pay-As-You-Go Video Streaming Service Linked to UltraViolet

Target launched a subscription-free streaming video service for “anytime, anywhere” viewing. Called Target Ticket, the service is billed as “ideal for families with children” with “no hidden costs” and includes reviews from Common Sense Media, a non-profit organization that provides reviews, ratings and forums to give families “a choice and a voice about the media they consume.”

Target said its customers view streaming video as a complicated process, which it believes it has simplified by partnering with Common Sense. When users register for Target Ticket they're given the option of linking their UltraViolet account. A promotion that runs through Feb. 22 rewards members with 10 free downloads on select titles when they set up billing information and link to an UltraViolet account, according to the website.

As part of the UltraViolet arrangement, any Ultraviolet movie a consumer has previously purchased can also be viewed on the Target Ticket app, Kristy Welker, Target spokeswoman, told Consumer Electronics Daily in an email. When consumers buy select Blu-ray videos and DVDs at Target, they will come with an UltraViolet code, enabling Ticket members to either wirelessly download the movie to a smartphone, computer, tablet, or smart TV, or stream it to a device, she said.

Disney titles are presumably not one of the select DVD or Blu-ray titles to come with an UltraViolet code. Lori MacPherson, Disney executive vice president-home entertainment, told Consumer Electronics Daily Tuesday that the studio’s position on UltraViolet’s digital rights authentication and cloud-based licensing system “hasn’t changed” and Disney has “made no plans” to support UltraViolet (CED Sept 25 p8).

Target’s family-friendly aspect of the Ticket service offers parents the ability to filter content according to age-appropriateness, levels of violence and profanity and ratings from the MPAA and TV Parental Guidelines, the retailer said. Filters can be customized for individual family members. Target claims a download library of 30,000 titles, starting at 99 cents, but we found pricing to be higher on all titles we scanned for purchase and/or rental. The Big Wedding listed Wednesday for $4.99 as an SD rental, $12.99 for purchase. Disney’s Super Buddies listed for $2.99 as an SD rental and $17.99 for purchase. HD added $5 to the purchase price to Super Buddies and a dollar to the rental. Episodes of Breaking Bad were competitive with those of Netflix at $1.99 for an SD rental and $21.49 for a season purchase, we found.

Target Ticket members have 48 hours to view content once they've begun and can view as much as they want within that time. They have 30-day viewing window after purchase, terms said. REDcard members get a 5 percent discount, Target said.

In its welcome email to users who sign up for the service, Target said Ticket customers will have “instant access to movies before they release to DVD” and will be able to access “most” popular TV shows next day after airing, plus complete seasons so viewers can catch up on previous episodes.

Studio partners for Target Ticket include Disney, Fox, Lionsgate, Paramount, Relativity, Sony, Starz, Universal, Warner Bros., Independent, Cinetic, Magnolia, Millennium, New Video and Phase 4, according to Welker. TV networks include CBS, AMC and MTV.

Target chose to launch now in response to customers’ movie viewing preferences for more digital options, Welker said. With Target Ticket, “we are expanding our entertainment offerings to make them more accessible to guests, she said. Target Ticket is currently available on Windows and Mac PCs, Android and iOS devices, Roku, Xbox and Samsung smart TVs and Blu-Ray players. Additional devices will be announced in coming months, Welker said.