只有 11% 的荷兰人考虑取消电视收视费
Diemen – March 16, 2016 – Although the media landscape is changing rapidly and consumers are more than ever able to choose for themselves how they use video entertainment, traditional television is still the platform of choice worldwide. New data from Nielsen shows that just over a quarter of respondents from around the world (26%) say they pay for broadcasts or Video on Demand (VOD) programs through a subscription with an online provider like Hulu, Netflix or Amazon , while 72% say they watch through a traditional TV connection. North America and Asia/Pacific are leading the way. 35% of respondents in North America and 32% in the Asia/Pacific region say they pay an online provider for programs. Self-reported use in Europe at 11% is much lower than the global average, although use in the Netherlands was significantly higher (19%). Just over a fifth of online respondents in South America and the Middle East/Africa say they subscribe to an online provider (21% each).
"尼尔森产品领导力总监梅根-克拉克恩（Megan Clarken）说："当前的媒体格局错综复杂，但视频点播服务的发展为媒体领域的所有参与者提供了机遇。"观众、广告商和内容提供商可以从对收视消费者的动态变化及其原因的全面而详细的了解中获益。然而，有两点比以往任何时候都更加真实：内容仍然是王道，消费者将继续要求对他们的观看体验拥有更大的控制权和自主权。作为供应商，谁能在这两方面提供额外的服务，谁就能获得优势。
在全球视频点播调查中，尼尔森对 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。很多人表示他们会观看视频点播。全球近三分之二的受访者（65%）表示他们观看某种形式的视频点播节目，包括长视频和短视频。
电视订阅未大规模取消
在全球在线调查中，虽然大多数受访者（68%）表示无意将现有的常规电视服务更换为只能在线观看的服务，但也有近三分之一（32%）的受访者表示会这样做。亚太地区的这一比例最高，44% 的受访者希望将有线电视或卫星电视更换为在线服务。在南美（24%）、北美（22%）和欧洲（17%），不到四分之一的受访者有取消计划，而在荷兰，这一比例甚至更低（11%）。然而，尼尔森公司最近在美国进行的一项研究表明，在希望取消有线电视和卫星电视连接的受访者中，只有一小部分人真正取消了连接。
“The increased popularity of online-only video services will continue to put pressure on broadcasters and cable and satellite TV providers, but it’s unlikely there will be massive adoption,” Clarken said. “While some consumers are less likely to watch TV in the traditional way, they are often not ready to switch completely. For most viewers, online and traditional services are not mutually exclusive, but complementary. In addition, online-only services, broadcasters and distributors of multi-channel video services face many of the same challenges, including rapidly evolving consumer preferences, excess choice and rising content costs. and consider smaller packages that better suit their preferences and financial capabilities.”
In today’s media environment, change is the only constant factor. While VOD is one of the more recent entrants in this entire spectrum, it is yet another step in the turbulent developments the industry has been experiencing for more than a decade. And those changes will only follow each other more quickly for the time being. Bringing in viewers has never been such a challenge. While change and uncertainty can be difficult, content providers must remain flexible to meet every new challenge.
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关于尼尔森全球研究方法
本调查的结果基于 61 个国家（除非另有说明）可上网的受访者。虽然在线调查具有巨大的规模经济效益和全球影响力，但它也只能片面反映现有互联网用户的使用习惯，而不能反映整个人口的使用习惯，而这与视频点播的使用研究密切相关。在网络普及率较低的发展中市场，观众往往比该国的一般人口更年轻，更具代表性。此外，调查中的答案是基于所谓的行为而非实际测量数据。文化差异可能是影响几个国家回答时的情况的一个重要因素。报告结果中没有试图控制或纠正这些差异。因此，在对国家和地区进行比较时，尤其是进行跨地区比较时，应谨慎从事。
超过尼尔森
Nielsen Holdings plc (NYSE: NLSN) is een mondiaal opererend performancemanagementbedrijf dat inzicht biedt in het kijk- en koopgedrag van consumenten. De divisie “Watch” van Nielsen levert kijk- en luistermeetdiensten aan media en adverteerders voor alle devices waarop content – video, audio en tekst – wordt geconsumeerd. De divisie “Buy” biedt fabrikanten en retailers van verpakte consumentengoederen als enige in de sector een mondiale blik op retailperformancemeting. Door informatie van beide segmenten te integreren met andere gegevensbronnen voorziet Nielsen haar klanten van metingen en analyses die helpen de performance van bedrijven te verbeteren. Nielsen, een S&P 500-onderneming , is actief in meer dan 100 landen die samen meer dan 90% van de wereldbevolking beslaan. Voor meer informatie, ga naar www.nielsen.com.
CONTACTPERSONEN: Andrew McCaskill +1 347 331 5725 andrew.mccaskill@nielsen.com Stephanie Manning +31 (0)20 398 8328 stephanie.manning@nielsen.com
