如何让OTT消费者接受付费墙后的内容
What are some possible pathways available to attract viewers to check out premium paid streaming content? 首席执行官埃文•夏皮罗 ESHAP，与CRO的菲利普·圭尔顿讨论了这个话题， 心灵娱乐鸡汤，在这个演讲中 流媒体连接2023.
夏皮罗提到，像 孔雀 允许观众访问免费内容，如 NBC新闻, which gives them a chance also to investigate what’s behind their paywall for other options. “That to me feels like a really good gateway product to kind of ease the consumer in for something that they want and that they're fine watching ads in, 它是可扩展的, 然后你再让他们轻松进入付费墙,他说. 他询问圭尔顿对这个话题的看法.
Guelton emphasizes the newer trends towards bundling services – especially ones that are based on TV OEMs – as ideal gateways for introducing users to paid content. “I think TV OEMs are for consumers a new bundling mechanism,他说. “不管你买什么牌子的电视，它甚至可能是 Roku 现在，你会发现一个内置的免费产品. 这就像免费增加有线电视一样. And I think it empowers the consumers to then select what they want to pay for. So that is important for companies like us, because they are more likely to need our content. So that's the opportunity for independent programmers and streamers to have their content distributed but also promoted. I think you're going to see more and more of them producing original content.”
“免费广告支持电视(FAST)平台夏皮罗说。.
“或者基于广告的视频点播(AVOD)，”圭尔顿说. “因为 Vizio, 三星在美国，他们也都在做AVOD业务.”
“你不觉得成本太高了吗??夏皮罗说. “我的意思是, 你看看Roku昨天的财报电话会议, 他们的收入季度环比持平, 但今年以来上涨了20%, but their net income dropped like a stone almost entirely driven by content costs…”
“It is but look at the Subscription Video on Demand (SVOD) platforms and how much money they’re losing,圭尔顿说. “内容成本对生态系统中的每个人来说都是一个问题, 我认为你必须要灵活.”
“Do you see that shifting [with] the unbundling of this ecosystem and the kind of leaking out of a lot of the economic underpinning of it?夏皮罗说. “你认为每小时的内容成本正在逆转吗? 因为它真的是天文数字般的膨胀, 我认为它已经上涨了，可能接近1500或2000% 《百家乐软件》. 你现在看到事物在自我重塑了吗, 每个内容的小时成本是相反的? 你在这个问题上有自己的看法是很特殊的.”
“Our cost of content is so low compared to the other big [streamers],圭尔顿说.
夏皮罗说, “把它看作是整个生态系统, 你卖给其他第三方的东西, 因为你生产的是高端产品，而且你的客户是他们 网飞公司 还有其他一些优质服务……”
“是的，我们卖给 迪斯尼+，我们卖给 Amazon Prime圭尔顿说:“这是我们做的事情之一.
“你认为脚本化和长篇内容的经济状况会发生变化吗?夏皮罗说.
“他们正在删减内容，”圭尔顿说. “毫无疑问，他们正在削减开支. They're shutting down series and they're becoming…I wouldn't call it nimble, 但他们在内容上的花费肯定少了数十亿美元.”
“And is that money coming out of the ecosystem or is it redirecting into things like sports rights?夏皮罗说.
“体育版权价格一直在上涨，对吧?圭尔顿说. “That's something that's global, and that is driving a lot of marketing efforts from those platforms. 所以这是毫无疑问的, but I do think that it opens up an opportunity for TV OEMs and the homegrown platforms to become more competitive and offer maybe not the same [type of] high-value original series, 但内容对消费者来说可能更重要.”
Learn more about OTT service bundlings and the business of other streaming service offerings at 流媒体东部2023.
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