借助流媒体，游戏节目拥有了全新的观众群

流媒体服务和内容的激增不仅推动了电视观看方式的演变，还扩大了某些类型节目对新观众的吸引力。这一点在游戏和问答节目中体现得最为明显。

There’s no denying that the overwhelming majority of game and quiz shows were developed for traditional TV, but many have migrated to streaming platforms, where they are engaging with new audiences. Additionally, some, such as Floor is Lava, Is it Cake? 和 Bullsh*t, are only available on streaming platforms. In aggregate, streaming has effectively changed the profile of the game show audience.

这一转变是节目表如何影响观众参与度的又一例证。就线性电视而言，2022 年 5 月，超过一半（56%）的游戏和问答节目观众年龄在 65 岁及以上。如果考虑到游戏节目在早晚时段的盛行--"白天时段 "许多消费者没有时间在电视机前放松，这就不足为奇了。但是，如果不考虑时间安排，该类型节目吸引的是完全不同的年龄层。

在许多情况下，这些年轻的流媒体受众代表着一家之主。

也许最有趣的是，半数以上（54%）的线性游戏节目观众的家庭拥有智能电视，63%的观众订阅了流媒体视频点播（SVOD）服务。

流媒体平台上的内容越来越多，这为观众提供了想看就看的能力。这也让那些不看线性节目的观众有机会看到他们可能错过的节目。流媒体平台还让观众参与到原本在线性电视上播出的节目库内容中。

Today, it’s rare to see content solely available to linear TV audiences. In fact, Nielsen’s 游戏状态 report found that just 16% of the titles that are available are exclusive to linear TV¹. That, combined with the fact that streaming claimed the largest viewership share of total TV usage in both July 和 August 2022, serve as further evidence that streaming-first mindsets—inclusive of quiz and game shows—will be best positioned to engage audiences as video channel fragmentation continues.

备注

1. Gracenote 全球视频数据