不难理解，观众会对大量新的流媒体服务感到不知所措。事实上，服务的丰富性让许多人希望获得许多 "断线族 "曾经试图摆脱的东西：捆绑内容。
Despite the notable rise in streaming adoption, the premise of bundled content is rooted in something audiences have never wanted more than they do today: convenience. As detailed in our recent 游戏状态 report, 64% of streaming subscribers say they wish there was a single company that would allow them to choose as few or as many video streaming services as they wanted, “more like channels.”
While today’s TV landscape is much different than when multichannel programming started back in the late 1940s, bundled video content back then was rooted in the same idea: content access. Specifically, the advent of multichannel television gave national TV audiences access to a wide range of programming options through a single subscription. That model remained dominant until cord cutting picked up speed with the arrival of the Great Recession, at which time the average U.S. household had access to 189 different channels.
Despite the wealth of options, TV households only tuned into an average of 17 channels. That, combined with the weight of rising unemployment amid the recession, left many households unable to justify a monthly cable bill that averaged $71, resulting in a rise in cord cutting. But convenience has never fallen out of favor with audiences. It’s just evolved.
Today, 44% of U.S. households have cut the cord (i.e., they don’t rely on cable or satellite for their TV content), but cost isn’t the motivating factor that it once was. Today, the growing variety of over-the-top (OTT) streaming services—many with their own unique offerings—has many audiences adding to their existing options to avoid FOMO.
Today, cost is less of a concern than it was back in 2007-08, and consumers are gravitating to over-the-top (OTT) streaming options for choice of content—often as a complement to their existing TV services. In fact, 36% of streaming subscribers1 say they would add a new service as an incremental cost when faced with the prospect of missing content that’s available on a service they don’t currently have access to. Another 12% say they’d rather drop a non-video subscription before simply not adding a new video service.
如果说流媒体受众不关心成本，那就太天真了，但省钱已不再是视频流媒体所展示的价值主张。事实上，尼尔森最近的流媒体消费者调查发现，15% 的受访者现在每月在流媒体服务上花费 50 美元或更多，17% 的受访者花费在 30 美元到 49.99 美元之间。
The increase in consumer spending on services correlates with the growing wealth of streaming service choice, which some estimate exceeds 200. With more than 817,000 unique program titles2 to choose from across traditional TV and streaming services, it’s easy to see why audiences are increasingly subscribing to more than just one or two services.
随着视频流的兴起，电视行业也在不断发展，但方便性仍然是观众的首要追求，尤其是许多观众发现很难在众多平台中找到合适的选择。
46% of streaming subscribers: “It’s getting harder to find the video streaming content that I want to watch because there are too many streaming services available”
尼尔森流媒体消费者调查
事实上，对消费者来说，易用性（即便利性）和内容多样性几乎与成本同等重要。
Few would argue that more content is a bad thing, and the significant shift in how consumers engage with video content has forever altered TV viewing. Importantly, 93% of consumers say they plan to increase their streaming usage over the coming year, highlighting that the crowded industry isn’t having a negative effect on audiences’ overall experiences. The sentiment about feeling overwhelmed—while consumers simultaneously increase their streaming time and spend—highlights an opportunity to deliver on a need that continues to stand the test of time: convenience.
说明
- 尼尔森流媒体消费者调查
- Gracenote 全球视频数据
