Hong Kong – April 19, 2016 – Media landscape is evolving rapidly where consumers have more choices than ever in the way they consume video entertainment. New data from Nielsen shows 34% of respondents in Hong Kong say they pay to watch VOD programming via pay TV service providers, where just only one-tenth of respondents in Hong Kong (11%) say they pay to watch VOD programming via subscription to an online-service provider. Nevertheless, four-out-of-five (81%) respondents are using their TVs, computers, mobiles or other online devices to watch any type of VOD programming.
“Today’s media landscape is complex, but the growth of video-on-demand programming services can create opportunities for all players in the media ecosystem,” said Angel Young, managing director, Nielsen Hong Kong and Macau. “For audiences, advertisers and content providers alike, an advantage will be gained with an in-depth and keen understanding of not just how consumer viewing dynamics are changing, but why they are changing. Two things were never truer than they are today: Content will always be king and consumers will continue to demand greater control and customization of the viewing experience. Providers who exceed standards on both fronts will have an advantage.”
尼尔森全球视频点播调查对 61 个国家的 30,000 多名在线受访者进行了调查，以了解全球对视频点播观看和广告方式的看法。自报点播观看者的数量相当可观。近一半（49%）的受访者表示，如果内容是免费的，他们可以接受广告。
全速前进？
调查显示，69% 的香港观众使用电脑观看视频点播节目，67% 使用手机观看。在观看任何类型视频点播节目的观众中，近一半（47%）表示他们每天至少观看一次视频点播节目。
"在线视频观看服务的日益普及将继续给广播公司和付费电视服务提供商带来压力，但两者之间不可能出现实质性的取而代之。"对于大多数香港观众来说，在线和传统服务并非相互排斥，而是相辅相成的。此外，在线视频观看、网络和多频道视频节目发行商面临着许多相同的挑战，包括消费者喜好的快速变化、选择过多以及内容成本的上升。
在当前的媒体环境中，唯一不变的就是变化。VOD 可能是最近才进入碎片化领域的，但它代表了十多年来该行业狂飙突进的延续。而且变化的步伐不会很快放缓。赢得观众从未像现在这样具有挑战性。虽然变化和不确定性可能会带来困难，但内容提供商必须保持敏捷、灵活，并领先于接下来的任何挑战。
关于尼尔森全球方法
本调查的结果基于 61 个国家的上网受访者。 虽然在线调查方法具有巨大的规模和全球影响力，但它只能提供现有互联网用户的使用习惯，而不是总人口的使用习惯--在报告观看视频点播等活动时，这一点尤为重要。在网络普及率较低的发展中市场，受众可能比该国总人口更年轻、更富裕。此外，调查回答是基于声称的行为，而不是实际的计量数据。报告情绪的文化差异可能是影响各国前景的因素。所报告的结果并没有试图控制或纠正这些差异；因此，在比较不同国家和地区，尤其是跨地区时，应谨慎行事。
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90% of the world’s population. For more information, visit www.nielsen.com.
