不可否认，流媒体服务和顶层设备等非传统视频选择为消费者带来了巨大影响。最近，Disney+ 推出仅一天，用户数量就突破了排行榜的记录。随着设备、平台和频道的激增，争夺眼球和钱包的竞赛也在进行。但是，消费者可以选择多少内容呢？
It’s a big question, largely as audience viewing hours are currently expanding. That said, however, there are answers—answers that a single source of measurement can provide. To dig into the future of television, David Kenny, Nielsen CEO & CDO, recently participated in a lively panel discussion at the Paley Center for Media’s IC Summit that explored the future of streaming. Kenny, alongside other industry leaders, commented on how shifting audience preferences and further fragmentation of over-the-top offerings continue to shake up the TV landscape.
尽管存在碎片化现象，但收视时长的增加带来了更大的商机。然而，这一机遇正吸引着源源不断的竞争。Netflix、Disney+、亚马逊和 Hulu 等订阅视频点播（SVOD）服务的数量急剧增长，而广告视频点播（AVOD）的出现（已占电视收视率的约三分之一）又为这一复杂的领域增添了新的内容。
Kenny 在小组讨论中指出，在这种复杂的环境中取得成功的关键在于了解不断变化的受众。在收视模式不断变化的时代，"拥有单一的真相来源从未像现在这样重要。他补充说："能够对受众和受众的结果进行可靠的衡量是关键所在。
So what’s the key to attracting audiences? Content. Subscription services have been successful by offering premium, original content, Kenny said; however, as the number of platforms increases, the search for content becomes more and more challenging. “When people spend more than 10 minutes searching for content, they just decide not to watch. Having good, free programming that’s ad-sponsored is only going to grow,” Kenny stated. “The AVOD model is successful because for many viewers, watching an ad to access quality content cost-free is a small price to pay. Live TV still has a place among audiences as well.“Live TV will always matter from an entertainment standpoint,” he added.
随着观众行为的不断变化，电视行业也必须紧随其后，行业领导者认为合作是关键。合作将能够衡量更多的库存，从而尽可能满足观众的需求。肯尼表示："尼尔森的货币是唯一的真理--我们的收视率使所有平台和买家能够协同工作。
