在一个流媒体内容的世界, Asians Lead the Way Reveals Horowitz 研究 《聚焦亚洲:2019年媒体展望 report

纽约州新罗谢尔(2019年9月10日)

Asians continue to lead the market in streaming TV content, according to the latest 《聚焦亚洲:2019年媒体展望 霍洛维茨研究公司的报告.

这份报告, 包括电视和视频订阅, 浏览行为, attitudes towards TV content and more among Asian TV content viewers, found that about eight in 10 (78%) Asian TV content viewers are streamers, 相比之下，65%的电视内容观众这样认为. 整体, the average Asian TV content viewer spends more than half (52%) of their viewing time with streamed content; just 39% of content is watched live through traditional TV platforms. 此外，四分之一的亚洲人是流媒体 all 他们的内容.

Asians streaming content from the internet is not a new development, and much of it is driven by the demand for culturally resonant content from their countries of origin. In-language and international content play an important role in the viewing ecosystem of most Asian TV content viewers, with six in ten (59%) Asians watching at least some in-language content weekly.

在亚洲语言观众中, 59% say they access Asian-language content via streaming frequently, vs. 只有31%的人通过传统的有线/卫星/天线上网. 阿德里安娜·沃特斯顿说, 霍洛维茨研究公司的高级副总裁, “即使是在上世纪90年代, when internet meant dial-up and streaming videos was not even in our consideration sets, we found that many tech-forward Asian households had found ways to access and download content from their countries of origin to their computer— a painstakingly slow process that would take all night— so that they could watch their episode the next day.”

为亚洲观众准备的《完美风暴》
技术精湛的结合, the demand for international content that was generally unavailable or expensive to subscribe to stateside, and the programming and marketing challenges the pay TV industry faced in serving a culturally and linguistically diverse consumer segment, created the perfect storm for Asians to become the leading-edge streamers that they are today.

While Asians tend to over-index on being connected, internet access, smartphones, etc., Asians continue to under-index for pay TV: Only 71% of Asians report having a traditional MVPD, 远低于整个市场的82%. 值得注意的是, 在订阅付费电视的人群中, 38%的亚洲人还会付费购买语言或国际套餐, 最高的是印度人(38%)和菲律宾人(36%), 华人最低(19%).

随着付费电视和互联网流媒体服务的融合, 是否有新的机会为亚洲市场提供服务? 根据霍洛维茨的说法，答案是肯定的. 在最近的FOCUS亚洲研究中, Horowitz found that having access to channels geared toward Asian audiences and international content in general are important factors that impact TV subscription decisions for over four in ten Asians. The question is, which of the providers will best address this opportunity?

Netflix已经成为主要的供应商 亚洲内容, with 39% of in-language viewers saying they access Asian-language content through the service. New internet-enabled streaming TV 服务 like Sling TV and DIRECTV NOW are specifically targeting Asian audiences with packages of in-language content.

有线电视和宽带提供商，如康卡斯特, Cox, 宪章, and Altice have internet and TV cross-platform 服务 that allow subscribers to search across broadcast, cable, 溢价, 以及国际渠道, 按需服务, 他们的DVR, 以及流媒体应用程序来发现内容. 随着互联网和电视的融合, it may become more feasible for traditional operators to offer international content to their customers without being tied down to markets.

对付费电视的挑战
"The Asian market has always been a challenge for the pay TV industry," Waterston notes. "We have always known that there is a strong market for in-language and culturally relevant content, but with the Asian population hailing from so many countries and with so many linguistic and cultural nuances, 可扩展性一直是一个主要障碍. The efficiency and personalization of streaming solves many of the inherent challenges of serving this audience. 现在的问题是，哪些球员能够应付自如."

完整的 《聚焦亚洲:2019年媒体展望 报告提供了对美国经济的分析.S. Asian TV content viewers 18+ by key demographic and viewer segments, 包括原产地(中文), 印度, 和菲律宾), age, 和文化适应. The survey was conducted in January/February 2019 in English among 307 Asian TV content viewers.

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