OTT和FAST市场整合将如何引发新一波替代货币化策略
流媒体的出现对媒体和娱乐行业产生了变革性的影响. 流媒体服务提供商现在制作和提供的内容比以往任何时候都多, while traditional TV providers are also adding streaming services to their channel bundles to stay competitive. 但随着市场的成熟，全球品牌都在使用M&A是保持竞争力的一个不那么秘密的方法, 产生新的盈利模式和衡量策略. OTT and FAST markets have already gone through a heavy period of business and technology consolidation.
To highlight just a few: Fox 获得广告支持的流媒体平台 Tubi 4.4亿美元将2万多部电影和节目带到该平台; AT&T and Discovery 完成了430亿美元的合并，创建了一个大型媒体集团 Warner Bros Discovery; and Viacom acquired Pluto TV为了吸引年轻观众，并将旧内容货币化，netflix斥资3.4亿美元收购了旗下的FAST流媒体服务. These deals are about capitalizing on direct access to millions of viewers used to consuming cheaper and more accessible content, 并通过智能电视平台和移动应用为用户创造新的价值. However, this era of market consolidation is propelling opportunities to engage with new subscribers and explore new ways to retain them.
Integrating FAST channels
The popularity of FAST channels is paving the way toward new developments and a superior streaming experience. Video service providers looking to attract more consumers and monetize their content are looking at FAST channels as a strong way to enhance direct-to-consumer digital reach and engagement. According to OMDIA research, as of 2023, 仅美国的家庭就有超过1个,500 FAST channels, 预计到2028年全球收入将达到130亿美元. Yet, as of today, 全球FAST收入约为60亿美元, suggesting operators will need to adopt inventive monetization strategies to truly capitalize on the potential this model offers. An efficient way to do so is by integrating FAST into a more unified offering that leverages the strengths of the larger consolidated brands. 这包括对附加内容的访问, 现有订阅者关系, and, most importantly, user data. Data around consumer habits is vital to tailor FAST channel lineups and content and to enable targeted advertising that underpins the model. For brands such as Viacom, 从美国各地的电台到地方电视台，他们的兴趣各不相同, having the biggest FAST channel provides an opportunity to aggregate content and cross-pollinate audiences in exciting new ways.
利用超个性化
要真正利用这种垂直整合和整合, however, OTT和FAST玩家应该采用另一个关键策略:超个性化. 尽管冥王星经常被认为是FAST的典范, some argue that TikTok, 它源源不断地提供超个性化的内容, 是FAST的一个更好的代表, whendone well, 是否能够传达给受众. TikTok has over 1.全球用户6770亿，其中1.截至2023年，其月活跃用户为10亿. 根据…的最新数据 WARC在美国，TikTok的广告收入将达到13美元.2023年将达到20亿美元，比上年增长33%. 虽然与FAST的比较不准确, its hyper-personalization model highlights the potential of an algorithmic and data-driven approach to streaming content that could deliver real value for FAST and act as a critical differentiator. For example, a sports-themed FAST channel with a personalized lineup based on a subscriber's stated preferences - and suggested content based on demography or region - could prove an exciting prospect. Streaming operators can tap into new customer territories by understanding specific user needs and achieve scalability with customer acquisition and retention.
优先考虑积极参与
Another strategy that operators looking to consolidate their services could consider is active engagement. 这意味着要采用传统付费电视运营商已经采用的一些策略来进行转型, retain, 并让观众专注于他们的服务. Understanding how to track consumption and engage with subscribers through smart device apps is a powerful tool for understanding user behavior. Automated systems that inform viewers when a new program or channel that matches their desired profile is added to a FAST service is a simple but effective mechanism to drive engagement. Embedding links to FAST channels across relevant social media, based on interest groups, is another. This has the potential to engage and add value to audiences - especially younger audiences centered on digital media – as this isstill an underutilized model with plenty of growth potential.
利用智能实时数据洞察
Future market consolidation will allow OTT and FAST players to have a front-row seat when it comes to all the rich data that their viewers provide. 想想福克斯的内容组合吧, which includes sports, news, entertainment, local TV, and its TUBI FAST service. Designing a FAST channel lineup that compliments and potentially cross-sells its other business interests is a viable option that unlocks new user data and monetization options. 像这样的平台可以利用实时数据, user-generated analytics and enable new ways to measure and systematically manage subscribers across their ecosystem. 正确的解决方案可以利用更多的用户数据, 比如观看习惯和平台交易, 为了更好地预测行为, 提高平台性能, 增强客户体验.
It’s worth noting, though, FAST整合的炒作大部分仍集中在北美, 哪一项占收入的90%. Companies will eventually venture internationally to hit their forecasted US$13 billion global reach. This is the last area where intelligent engagement can adapt to local conditions for content and personalization. 这也是外联至关重要的地方. Operators can start laying the groundwork for monetization now to be ready to embrace global consolidation in the future.
[编者注:这是来自 Evergent. 流媒体接受供应商署名完全基于它们对我们读者的价值.]
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