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连接电视 & 平台分裂:为你的奥特应用选择一个平台
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Unlike the traditional mobile app 开发ment world where Apple iOS 和 Google Android dominate 超过99%的全球移动操作系统市场份额在美国,奥特应用开发领域更加分散. 

说到奥特应用, audiences aren’t loyal to one or two platforms or devices for everything; they use multiple platforms at any given time, 有时同时. 他们可以在家里用三星的联网电视(CTV)播放一段视频。, 和 then continue watching on their iPad on Apple TV during their walk in the park. Changing media consumption behaviors 和 the proliferation of technologies that allow consumers to access content in new ways has forced entertainment 和 media providers to rethink how 和 where they engage with their viewers. 

This varied 和 complex ecosystem has content providers asking a simple question: what platform do we build for next? 利用这种“随时随地”的体验, content distributors must build 奥特 apps that work well everywhere their audiences live, 或者以他们选择的任何方式享受他们的内容. Cross platform 开发ment is the process of creating apps that work seamlessly on their different devices 和 platforms.

然而,说起来容易做起来难. 这篇文章将帮助你做出明智的选择 连接电视奥特 通过分析网络电视的生态系统, including platform 和 device statistics 和 recommendations for what platforms to target based on available market data.

 

互联电视生态系统

 

在知情的情况下选择为什么平台开发, 首先要了解当前的市场. Both streaming media devices (sticks 和 boxes) 和 smart TVs are increasing in terms of in-home prevalence, 预计还会继续增长. 事实上,最近的一份报告 尼尔森 连接电视观看的州已经从2个增长.在3月2日至3日的大流行前一周,共70亿小时.9 billion hours during the weeks of March 23, March 30 和 April 6 during the height of the P和emic. 比上年增长81%. 另外:

 

  • 58%的电视家庭至少有一台可连接的智能电视(Source)
  • 56 percent of TV households have at least one st和-alone streaming device (Roku, 亚马逊火电视, Chromecast, 或苹果电视)(Source)
  • Roku 和 Amazon’s Fire TV are the favored platforms amongst US users, 被26%的人使用, 和25.8%的受访者. Chromecast 和 Apple TV were both used by 12 percent of survey respondants.  (源)
  • 收入 in the Smart Streaming Devices segment is projected to reach US$6,122m in 2021. 市场预计每年增长13.6%(2021 - 2025)的复合年增长率. (源)
  • Number of Smart TV users in the United states alone is forecast to grow to 119 million by 2022, 约占58.3%的电视用户. (源)
  • 三星, 售出了3300万台可选择智能电视机, 和Vizio, 有1500万套可供选择, 是美国最大的智能电视制造商之一.S. (Source)
  • In 2019, eMarketer estimated CTV ad spending in the United States was nearly $7 billion. 预计到2023年,这一数字将增加一倍以上,达到14美元.10亿,占4.占所有媒体广告支出的7%. (Source)
  • 2020年第一季度, Roku表示,广告和授权费收入为2.33亿美元. (Source)
  • 在美国.S.在美国,亚马逊拥有CTV设备30%的市场份额. (Source)
  • Roku在美国CTV设备市场占有39%的份额.S, including an estimated one-third of the Smart TVs sold in the US 和 Canada that use Roku’s interface. (Source)

 

What these statistics demonstrate is that connected devices – whether media streaming boxes or Smart TVs – are what consumers are increasingly choosing in order to access media content.

 

 

提高收视率. 推动观众参与. 加强品牌体验. 更多了解加拿大28软件平台的 连接电视服务.

 

分析数据:我应该瞄准哪个平台?

 

Analyzing the statistics listed above can give some valuable insights into what platforms you should be pursuing. 然而, your particular strategy will be dependent on factors including your target market, 你的听众, 你的组织在网络电视方面的经验, 和更多的.

Companies that have a more mature 连接电视 strategy will likely already have a presence on one or more major platforms such as Apple TV or Chromecast. These companies will be best served to go after other platforms that have gained significant market share 和 audience base (40 million plus) in recent years. Platforms like Amazon FireTV 和 Roku have now emerged as leaders in the space, 和 are good c和idates for companies in this position that are focusing on reaching a wider audience.

For companies that don’t yet have a presence in the 连接电视 space, Chromecast可能是最明智的目标平台. Chromecast may be the simplest choice if you already have an existing app 和 simply want it to push content to the Chromecast, 因为你可以使用Cast SDK来创建Android, iOS or Chrome apps cast content to TVs that have a Chromecast connected. 然而, 以定制Chromecast上的显示(例如, 或者做一些更复杂的事情, 你必须创建一个接收器应用程序.

Roku 和 亚马逊火电视 are also good c和idates given their market share 和 wide audience base; widely available 开发er documentation; 和 maturity of the platforms. 这种现象在美国也特别普遍, 如果这是你的地理市场, 这些是您应该考虑的平台.

在发展方面, 所有这些平台都有各自的挑战, 和 the choice you make should be informed by your organizational goals, any data or insights you have about your target audience 和 their viewing behavior, 和 other considerations like your ability to support 开发ment internally or find the right 连接电视 开发ment partner.

 

选择平台时要考虑的关键问题

  • 谁是我的目标受众,他们在哪里查看他们的内容? 他们是否在特定平台上更突出?
  • 平台技术允许加拿大28软件平台做我需要的事情吗? Are there limitations to my product if I build an app for platform A vs. B平台?
  • 我的目标用户群之间是否存在一致性, 我想要制造的产品, 以及每个平台可以提供什么?
  • Will user acquisition be easier on one platform over another given your target audience 和 the strength of your br和?
  • 应用程序的目标是什么? 你如何衡量成功? 这是收视率? 收入? 品牌知名度?
  • Do you have/will you need platform partners for analytics, digital rights management, ads, etc? 依赖关系是什么? Will your current or future partners be able to support your needs on specific platforms?

 

It ultimately comes down to the goals of your 连接电视 strategy 和 your target user base. 如果您的组织没有现有的联网电视, it’s likely best to start with the most popular established platforms like Roku or 亚马逊火电视. 对于那些已经在Chromecast或Apple TV上占有一席之地的品牌, it would be wise to also invest in Roku 和 亚马逊火电视 platforms solely based on market share 和 audience base. 然而, 在做任何决定之前, it is important to take the time to gather data on your target audience 和 identify what platforms they are migrating to or actively using.

 

提高收视率. 推动观众参与. 加强品牌体验. 更多了解加拿大28软件平台的 连接电视服务.

 

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