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How Premium and Freemium OTT Content Strategies Differ

当涉及到利用和建立优质OTT内容的受众时, 付费广告支持的内容和订阅内容的策略有何不同? Evan Shapiro, CEO, ESHAP, and Jennifer Vaux, VP, Content Acquisition & Programming, Roku Media,讨论这些战略方法的不同之处和原因 Streaming Media Connect 2023.

夏皮罗对沃克斯说:“在某种程度上,你在Roku频道上有自己的捆绑包. 有很多不同来源的不同内容, and you do a lot through acquisitions and revenue shares. 但你也在制作自己的原创内容,并进行一些独家授权. 从免费内容的角度来看,与付费生态系统相比,付费内容的整体策略有何不同? 你采取的策略和什么有很大的不同吗 Netflix or a Hulu who has a paid version with ads might do?”

Vaux强调了Roku在CTV中的优势地位,因为它与观众的关系非常直接和优化. 她说:“我们可以根据我们在平台上看到的流行内容精确地购买。. “我们有一种机器学习算法,可以让人们对Roku频道产生个性化的看法, but we also have it in AVOD and FAST. And we program the Roku Originals in both places. So we try to meet the consumer where they want to be, 这取决于他们想要的观看体验或他们想要的内容类型, and we use the data to source the content on AVOD economics.”

Shapiro says, “与你们从一开始就在做的事情相比,AVOD是一个相对较新的组成部分. 它正在扩展……你是否认为这与FAST的线性体验是等同的? 你认为AVOD和FAST在两种体验中协同工作吗?”

“We definitely do,” Vaux says. “你可以在图书馆里看玛莎·斯图尔特(Martha Stewart)的节目,然后去看Roku的原创节目 Martha Cooks or Martha Gardens然后再去玛莎快速频道看更多玛莎的节目,这只是一个例子. And we do the same thing with the Great American Baking Show. So we're trying to leverage all those touchpoints, 消费者想要如何与他们决定在那一天一起出去玩的内容和品牌进行互动.”

Shapiro says, “And then to a certain extent, 能够在视频点播的播放列表版本中为这两个领域编程. 然后,在Roku频道的线性“向后倾斜”时尚中,它延长了停留时间. 你不需要像付费服务那样出现用户流失, but you have a churn of like, ‘I'm going somewhere else.’ So you give them the power to run their own experience, and it keeps them around for a longer period of time.”

Vaux对此表示赞同,并补充道:“为了了解用户的总体路径,他们接下来会看什么? And always trying to understand that construct.”

在下一篇文章中了解有关流媒体行业主题的更多信息 Streaming Media Connect in November 2023.

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