Pay TV Gets Serious 关于 免费的 Streaming
说到免费流媒体，美国.S. growth has been fueled by pure players like Pluto TV and Tubi and connected TV platforms like Roku and Samsung looking to feed cord-shavers and cord-cutters in need of a linear viewing experience. Sixty-three percent of Tubi streamers are indeed cord-cutters and cord-nevers according to MRI-Simmons’ November 2023 Cord Evolution Study.
These companies have had a head start and a clear path to test and learn for years. 然而，在过去的18个月里， 付费电视 players have decided that they too have a role to play in 自由流.
为什么搬家??
If alternatives to 付费电视 flourish and bring more 和更多的 premium content with the flexibility and ease to navigate among AVOD, 快, 和SVOD服务, then 付费电视 must take a hard look in the mirror and rethink its value proposition. It’s clearly imperative to stop the bleeding, as MVPDs lost 2 million subscribers in Q1 2024 and are estimated to lose another 10 million by 2029根据… 数码电视研究.
免费的 streaming offers more value for the money to existing subscribers and boosts time spent on the platform. It can also be used to acquire new subs or keep churners close by to then upsell them to the premium tiers or win them back. Finally, it provides a new revenue stream with advertising.
现在谁在这个领域活跃?
整个美国.S. vMPVDs have gotten into 自由流 by now. The channels are either included in their basic tiers or in a standalone free tier. 菲罗在一篇博客文章中宣布 that all you need now is a registered account to access the 70-plus 快 channels and save programs in a cloud DVR for 30 days. 富博推出了富博免费版, a free tier with more than 170 channels (without a DVR function), in a move to keep churners somehow engaged with the Fubo platform.
vMPVD channel count, February–May 2024
欧洲怎么样??
So far, cord-cutting has not taken Europe by storm (thanks to affordable and aggressive bundle strategies), but disruption is on its way there too. 数码电视研究 estimates that Europe will lose 9 million subscribers by 2029. Revenues will decrease faster, though, with €220亿美元(约合23美元).60亿美元)，到2028年下降 €50亿美元(约合50美元).360亿). 与此同时， 智能电视普及率 在欧洲迅速增长, with 65% of European viewers now connected to the internet directly through smart TVs, 自2022年以来增长了5%.
European 付费电视 stakeholders have learned from their U.S. counterparts and knew they had to make their move in 自由流. Here are a few examples of companies that launched 快 channel hubs in the U.K. 和德国:
- 德国vMVPDs waipu.tv and Zattoo smoothly integrated channels within their existing EPGs.
- K. operator TalkTalk powered by Netgem TV expanded their 快 channels aggregation 快 Lane.
- Virgin Media O2 launched a bouquet of 快 channels during summer 2023. 发行合作伙伴是A+E Networks EMEA, All3Media国际, Banijay权利, 蓝蚁传媒, 极端的国际, 弗里曼特尔, Little Dot工作室, 和Tastemade.
What Do Pay TV Players Bring to the Table?
Despite headwinds, 付费电视 providers bring scale (71.在美国有300万用户.S.根据… Leichtman研究小组, 和更多的 than 100 million subscribers in Western Europe by 2027根据… 数码电视研究). They excel at aggregating and driving viewers to their TV offers. They have done it with TV channels, then TVOD, and finally with SVOD for the past 10 years. 快 is just the streaming version of their TV bouquets.
是什么 Their Unfair Advantage in 免费的 Streaming?
The edge that all of these companies have is their existing EPGs, 哪些是由免费空气制成的, 付费电视频道和现在的快频道. To the consumer’s eye, these 快 channels are just additional channels in the EPG. Consumers benefit from this ease of access plus the aura of long-standing traditional broadcast TV channels, as well as the chance to leverage cloud DVR features.
By the end of 2024, I expect most, if not all, U.S. and Western European 付费电视 providers to have their own 自由流 channel hubs. 他们只是把快变成了电视.
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