在线流媒体正从四大方面改变电视行业.

2017-08-13 作者： 26阅读

　　CBS Corp.’s Showtime—which amassed 24 Emmy nominations last year—on Wednesday became the latest to jump into the over-the-top video streaming rink with plans to launch on July 12.

　　去年拥揽了24项艾美奖提名的CBS电视网，于本周三成为最新转战OTT流媒体领域的企业，并计划于今年7月12日推出其OTT服务。

　　Showtime will join other content heavy-hitters such as Netflix, and Time Warner Inc.’s HBO, that are part of a rapidly changing Internet TV landscape that is disrupting traditional Pay-TV and cable.

　　CBS电视网将会同其他行业巨头携手合作，例如Netflix以及时代华纳旗下的HBO;而在快速变化的网络电视前景下，传统付费电视和有线电视领域正被逐渐瓦解，此次合作就是这一趋势的部分体现。

　　Here are four changes that streaming is expected to bring to the sector, according to PricewaterhouseCoopers in its 2015 Global entertainment and media outlook.

　　据PwC 2015年全球娱乐及媒体前景展望，流媒体发展将有望给整个行业带来4项改变。

　　Pay-TV growth will slow: While PwC is expecting subscription revenue for Pay-TV will reach $243.8 billion globally by 2019—at a 3.5% compound annual growth rate—they note that in mature markets like the U.S., Canada and France growth is slowing. This is in large part due to the saturation in those markets.

　　1、付费电视增速将放缓：虽据PwC预计，若以3.5%的复合年增长率计算，到2019年全球付费电视订阅总收入将达到2438亿;但他们也指出，在美国、加拿大、法国这样的成熟市场，付费电视的增速正有所放缓。而这很大程度上是因为这些市场已经饱和。

　　Viewers will expect more: Consumers want to watch high-quality original content when they want, where they want and however they want—and they clearly want to binge-watch shows. And according to PwC, “[Over-the-top] services offer the best outlet for this type of consumption.”

　　2、电视观众期待值上升：消费者希望能随时随地观看高质量的原创内容。PwC方面也表示，OTT服务就是此类消费倾向最好的出路。

　　This change in viewing behavior is the reason that the subscription TV penetration in North America is expected to fall to 78% market in 2016 from 79.8% in 2012.

　　这种收视行为的变化也就可以解释，为什么北美付费电视普及率将会从2012年的79.8%下降至2016年的78%。

　　Video streaming will change advertising: In 2014, broadcast TV accounted for 97% of all TV advertising revenue globally, according to PwC. This will change as online streaming continues to gain traction and consumers move toward these OTT services. PwC estimates that by 2019 broadcast TV will account for just 94.3% of all advertising revenue globally.

　　3、视频流媒体将改变广告业格局：据PwC显示，2014年广播电视收入占全球电视广告总收入的97%。而当在线流媒体不断获得发展动力，消费者开始更青睐于OTT服务时，这些都将发生改变。PwC预计，到2019年广播电视收入将占全球广告总收入的94.3%。

　　Analysts at PwC also expect the U.S. share of the total global TV advertising revenue will diminish as the online market establishes a strong foothold.

　　PwC的分析师也认为，当在线流媒体市场站住脚后，美国占全球电视广告总收入的份额也将会下降。

　　Smartphone growth will present opportunities and challenges: Smartphones are becoming the go-to device for viewing on the go, especially in foreign markets like China.

　　4、智能手机的增长将同时带来机遇和挑战：智能手机正逐渐成为移动式观看的首选，尤其是在像中国这样的国外市场。

　　PwC estimates that smartphone devices connected to video programing will rise to 3.85 billion in 2019 from just under 2 billion a year ago. Analysts expect this to create “significant new opportunities and considerable challenges for companies creating and distributing filmed entertainment content.”

　　PwC预计，连接到视频节目的智能手机数将会从去年20亿不到飞速上升到2019年的3850亿。分析师也预计，这将会“为企业创建和分发电影娱乐内容带来新的机遇和巨大的挑战”。