There’s no mistaking the dramatic impact that on-demand streaming video is having on the media industry, but it’s no easy feat to keep up with how rapidly the landscape is advancing-and fragmenting. For consumers, today’s on-demand options and platforms present seemingless endless variety. But what should content creators be focused on amid the burgeoning video environment ?
To offer new insights and trends into the streaming video arena, Ravi Rai, VP of Digital Product at Nielsen, and Harry Brisson, VP of Strategy and Innovation, took the stage last week at the 10th VidCon Conference and highlighted strategies for attracting, retaining and monetizing audiences. During their presentation, the pair explored new insights on streaming growth and diverse streaming audiences.
Ravi 指出，仅在过去一年，消费者通过联网电视设备观看节目的时间就增加了 21%，他们使用这些设备解锁流媒体内容，而多元文化观众在很大程度上推动了这一势头。
“Diverse audiences account for a growing share of viewing and purchase power, and streaming services are taking notice-creating content to appeal to these audiences and ultimately driving this growth,” said Ravi, who shared viewership insights on several Netflix original programs, including Beyonce’s Homecoming, Patriot Act With Hasan Minaj and others. “Content featuring underrepresented groups often has an advantage in attracting these audiences to SVOD platforms and securing their engagement amid a cluttered field of streaming options.”
除了强调流媒体内容消费受众的多样性，哈里还讨论了创作者和营销人员如何通过身临其境的体验吸引受众，并最终利用这些体验将受众的注意力货币化。
"我们研究节目如何从不为人知、即将播出的节目成长为观众反复观看的经典节目，重点关注关键的观众转化指标，"哈利说。"通过了解和改进这些关键阶段的表现，创作者可以有意义地增加最终观众数量。
资料来源 Nielsen Total Audience Report and Audience Insights Analysis
