在大数据时代，个性化对于希望与消费者建立真实、有意义关系的营销人员来说至关重要。内容平台也是如此，这也是我们在一些新进入的视频流媒体平台中看到的趋势。在流媒体发展的早期，平台的主要目标是在内容上一举满足所有受众的需求，相比之下，少数平台正在采取一种更有针对性的参与方式。
We know that streaming platforms are steadily evolving their user experiences to help connect audiences with content, but as competition rises, platforms will be more likely to target specific audiences—through marketing, content and ads—rather than hope for the best by trying to appeal to everyone. When we look at the total U.S. TV universe, we see that White audiences account for 66% of the minutes of linear TV programming viewed in the month of June 2021. Across linear TV programming and some of the major subscription on-demand (SVOD) platforms, the percentages were even higher. And although Gracenote 融合分析 shows shifts in representation of many diverse identity groups in content, there is still a notable opportunity for publishers outside of the more traditional channels seeking to engage racially and ethnically diverse viewers with unique content that reflects their unique experiences.
在越来越多的选择中，内容成为关键的差异化因素，尤其是当出版商发现需求未得到满足时。SVOD 仍然是流媒体领域最大的亮点（2021 年 6 月占 51% 的观看时长），但广告支持视频点播（AVOD）、多频道视频节目发行商（MVPDs）和虚拟 MVPDs（vMVPDs）已增长到占总观看份额的 36%。与传统电视和 SVOD 相比，这些类别中的一系列发行商正在吸引更多样化的受众。
例如，6 月份黑人观众占所有 AVOD 服务总观看时长的 24%。在 AVOD 平台中，福克斯旗下的 Tubi 吸引了最多的黑人观众：6 月份，黑人观众在该平台的观看时长占 39%，大大高于他们在线性电视上观看时长的 17%。ViacomCBS 旗下的 Pluto TV 也吸引了大量黑人观众，占该平台 6 月份观看时长的 36%。
Hispanics account for 19% of the U.S. population, which is very close to their representation in the U.S. TV universe (18%). This community, however, spends notably less of its time with traditional TV than it does with streaming services, including newcomer AVOD platforms like Pluto TV and Tubi. The real standout, however, is YouTube, which accounted for 21% of viewing minutes among Hispanics in June.
然而，种族和民族并不是内容出版商可以关注的唯一人群。不出所料，Disney+ 吸引了 2-17 岁人群的最大收视份额，因为它拥有大量经典动画片以及来自迪斯尼相关品牌和特许经营（如皮克斯、漫威和星球大战）的内容。55 岁及以上的观众则与之相反，他们是线性电视收视的主力军。但这并不意味着他们不使用流媒体，因为这部分观众在亚马逊 Prime Video 和几家较新的 AVOD 和 MVPD/vMVPD 公司的节目中占据了相当大的时间份额。
Knowing who’s watching what and for how long has always been critical for brands, but the increasingly fragmented media landscape makes it more challenging to track everything—especially as new options come online. And given the growth of ad-supported streaming services, connected TV (CTV) ad spend is one of the most rapidly growing areas in advertising. In fact, eMarketer forecasts CTV spend to reach just over $13.4 billion this year, including almost a 50% increase in spending during the TV upfronts.
Importantly, TV is no longer just a tool for mass reach. Consumers today would be hard-pressed to find a TV that is not internet-capable, and nearly 80% of U.S. homes now have at least one enabled device, according to Nielsen’s national TV panel. That connectivity and growing options in the streaming video space provide advertisers and media buyers the ability to engage with viewers in live, linear, on-demand and streaming environments. Importantly, audience targeting was the top marketing tactic cited by the marketers surveyed for this year’s 尼尔森年度营销报告, yet more than half have yet to consider real-time targeted ads.
尽管流媒体不断发展，但品牌和媒体购买者不应放弃更多的传统媒体选择，尤其是在它们不断发展的时候。例如，线性流媒体电视节目已成为一种媒体主流，在 2021 年 6 月期间，每天吸引电视观众注意力的时间长达三个小时。
无论在哪个平台上，创造能引起独特受众共鸣的内容，尤其是那些历来被排除在电视屏幕之外的受众，都是一种能继续赢得观众、广告商和新加入流媒体大战者青睐的策略。
