OTT（Over-the-Top）观看方式越来越受欢迎，而且还在不断发展和壮大！这对营销人员、代理商和广告商来说意味着巨大的商机，他们可以利用这些新兴媒体平台吸引观众和消费者。
During the 2018 National Association of Television Program Executives (NATPE) conference in Miami Beach, Fla., Kelly Abcarian, SVP of Product Leadership at Nielsen, presented the state of OTT, including OTT viewing behaviors and the platforms’ growth in local markets.
Kelly 在台上谈到了 OTT 消费的兴起和订阅视频点播（SVOD）服务的大幅增长。她指出，美国 60% 的家庭拥有一种或多种 SVOD 服务。由于获取内容的方式比以往任何时候都多，2017 年美国 18 岁及以上成年人的媒体消费平均每周约为 73 小时，高于 2015 年的每周近 64 小时。
However, OTT has caught on differently among consumers. Time spent streaming varies by household type. Traditional cable plus homes spend the least amount of time streaming, about an hour per day for adults 25 to 54; whereas over-the-air households (those with digital antennas) spend twice that amount, about two hours. Streaming broadband-only homes spend the most, almost three hours, and like over-the-air homes, the lion’s share of broadband-only homes’ streaming occurs on an internet-connected device.
"凯利说："当你看到这一增长的来源时，你就会开始注意到 OTT 的兴起。"大约三分之二的美国电视家庭拥有能够向电视机传输流媒体内容的设备，其中包括支持互联网的视频游戏机、互联网连接设备或支持互联网的智能电视。这一数字比去年增长了近 10%。
Kelly 还深入探讨了当地市场在流媒体行为方面的差异，并分享了几条重要启示：
- 随着越来越多的家庭适应新技术，整体媒体消费正在增长，电视收视的变化是更大消费趋势的一部分。人们的收视时间已从传统电视转向流媒体设备和新的 OTT 服务，包括虚拟 "瘦身 "捆绑服务。
- 前 25 个市场的流媒体行为各不相同。在迈阿密、休斯顿和底特律等一些市场，25-54 岁人群中仅使用传统意义上的电视机的比例高于平均水平。明尼阿波利斯、西雅图和波特兰等市场则更多地同时使用电视和互联网连接设备，或仅使用互联网连接设备。这些市场也拥有最多的纯宽带家庭。
- Streaming behavior varies, not only by market type, but by consumer type (heavy, medium or light streamers). In most parts of the day, all three groups of people 25-54 watch about the same amount of broadcast TV. During the early morning news hours as well as access and primetime dayparts, however, the light and medium streamers watch more broadcast TV than the heaviest streamers. These segments help us understand how much streaming varies across the markets. For example, Miami has the highest percent of non-streamers and ranks last for time spent. Meanwhile Charlotte, Minneapolis and St. Louis are the top three markets for heavy streamers and rank near the top for total time spent streaming.
"在过去的五年中，SVOD 服务得到了迅猛发展，消费者拥有了大量的观看选择，"Kelly 说。"自 2011 年以来，OTT 在前 25 个 LPM（本地人流量计）市场的增长速度仍在继续。在制定战略时，不仅要了解 OTT 的增长，还要了解消费者在家中使用哪些类型的设备将内容传输到电视屏幕上。
Following the presentation, Jeff Wender, Managing Director, Nielsen Local Client Solutions, moderated a panel on opportunities in OTT, especially among local TV broadcasters. Federica Tremolada (Head of International Partnerships, YouTube TV), Shawn Makhijani (SVP, Strategy & Business Development, NBCUniversal Owned Television Stations) and Stacey Schulman (EVP, Strategy & Research, Katz Media Group) discussed consumer trends, future vision and the role OTT will play in local monetization in the years ahead.
"肖恩说："我们确实将 OTT 的扩展视为本地广播公司的一个绝佳机会，因为它让我们的内容出现在人们想要消费的任何地方。"OTT 表明，我们的内容仍能引起大量美国观众的共鸣。
"Stacey 说："这一切都与数据有关，如果我们无法测量数据，就无法将其货币化。"我们从事的是数据业务。未来是光明的，营销人员将希望参与其中，打造自己的品牌，从而能够向可寻址的受众发出独特的声音。
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