作为全球许多客厅的基石，电视机仍然是媒体消费的固定装置。然而，这种消费方式与几年前大不相同。正如 Netflix 的诞生地美国市场一样，联网电视（CTV）的采用和流媒体的启用正在重新定义全球消费者的电视消费方式。
总体而言，线性电视仍是覆盖大众受众的最佳方式，但随着流媒体内容日益丰富，收视行为碎片化，覆盖率每年下降 2% 至 3%。
尽管收视率不断下降，但与许多营销人员所说的计划支出不同，在去年全球广告回落之后，全球线性电视广告支出的反弹力度超过了所有媒体的支出。尽管去年大范围的收视增长已经消退，但这种重新焕发活力的投入说明了线性电视的持久影响力。
Outside of traditional TV programming, platforms like Netflix, YouTube, Facebook, Amazon Prime, Tencent Video, TVING and Nordic Entertainment have established streaming footholds in an array of established global markets, including Mexico, Poland, Sweden, South Korea and Hong Kong. As these players grow their libraries and seek increased engagement, there’s no question that the TV screen will remain the most valuable media real estate in the household, with rapidly expanding content options. In the U.S., for example, streaming video accounted for 27% of viewers’ total TV time in June 2021.
正如我们在美国所看到的那样，在全球电视领域已站稳脚跟的大型媒体公司正在进行创新，建立广播视频点播（BVOD）库，让观众有机会在方便的时候观看优质内容，并推动广告销售的增长。媒体公司也在尝试动态广告插播，以便在其线性电视节目中提供可寻址性和个性化信息。
Multichannel video programming distributors (MVPDs) and virtual MVPDs (vMVPDs), many of which are operated by traditional TV companies, are also gaining traction among viewers, as they offer viewers tailored content flexibility without a commitment to a cable or satellite subscription. In the U.S., Nielsen Streaming data shows that ad-supported video-on-demand (AVOD), multichannel video programming distributors (MVPDs) and virtual MVPDs (vMVPDs) accounted for 36% of the total minutes streamed in June 2021.
总共有六大趋势正在推动电视时间的增长，这是线性节目无法单独做到的。这就是电视收视的演变过程，而这些趋势为电视行业带来了下一场大战：争夺消费者的电视时间份额。
重要的是，碎片化的视频收视环境重新强调了对受众的了解，而不仅仅是了解他们是谁。随着频道、平台和内容选择的增加，消费者会选择对他们最有吸引力的内容，这将继续影响传统的电视收视趋势。从流媒体视频到可寻址广告再到瘦身电视捆绑包，CTV 正在改变人们的收视体验，并在这一过程中带来新的广告机会。
In Europe, recent IAB research found that more than 50% of advertisers and nearly 100% of agencies cite CTV/addressable as a key growth area for digital video over the next 12 months. That growth expectation is backed by growing consumer demand, with the IAB citing eMarketer forecasts that over-the-top (OTT) subscribers in Western Europe will increase from 133 million in 2019 to 159 million by 2023. Just last year, 50% of the CTV audience in Europe watched streaming content daily, according to Statista survey findings.
内容的日益多样化为消费者带来了福音。这也说明电视观看方式在不断演变，所有各方都需要与时俱进，才能知道眼球在哪里，以及哪些选项最能吸引他们。
For additional insights, watch the on-demand recording of our recent State of Global Media event.
