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What Is SVOD: A Guide To Subscription Video On Demand
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Transactional Video on Demand, Premium Video on Demand, Subscription Video on Demand, 和新的AVOD/SVOD混合平台,这些天从事街头斗争的在线观众.

这是加拿大28软件平台探索不同数字娱乐交付平台系列文章的第二篇. 加拿大28软件平台正在探索加拿大28软件平台今天生活的娱乐随需应变的世界,一次一个平台.

We started with a dive in on advertising supported video on demand (AVOD); in case you missed it, and want to catch up, you can find it here. 本博客的重点是订阅视频点播,通常称为SVOD. Let’s start with a short history lesson.

The History of SVOD is the History of NETFLIX

加拿大28软件平台今天所知道的SVOD是1999年9月Netflix在美国推出其每月订阅网站时发明的. 上世纪90年代末,Netflix以电影租赁服务起家,通过电影递送服务削弱了Blockbuster Video的实力. Netflix的客户可以通过互联网订购一捆电影,然后送到他们家里,在那里他们可以欣赏DVD. Famously, there were no late fees. You returned the bundle of titles when you had finished with them, and could then go ahead and order more.

The experience wasn’t perfect. It wasn’t immediate. Blockbuster customers on the other hand, would walk down to their local shop (it’s hard to believe now, but they were everywhere), select a title off the shelf, pay $4.99 for library titles to rent them for 2 nights. Or pay $6.99 to rent the latest release for one night. Should you return them late, you would be charged late fees. These fees could be considerable, and consumers hated them bitterly. 在最后一刻拯救自己的最后一招百视达干掉了他们, but too late. The late fees were also controversial within the industry, 因为百视达没有向这些电影的版权所有者支付这些滞纳金的一部分.

In a typical arrangement with a supplier, Blockbuster将支付一笔收入分成,发行商将从影片的租赁费中获得一定比例的收入,作为交换,发行商将为Blockbuster提供向公众出租影片的权利.

Netflix正确地发现,如果客户知道他们不会在24或48小时内看完所有电影而面临滞纳金,他们可能会一次租更多的电影. 他们也知道百视达的商店经常无法满足公众对新发行游戏的需求. While this unfulfilled demand was great for the movie industry, 因为顾客几乎总是会选择另一部电影,而不是空手而归, it was an ongoing source of frustration for the consumer. Because Netflix didn’t rely on physical stores, they were better positioned to meet demands for the newest releases.

1999年,网飞公司(Netflix)以每月9美元的订阅费为条件,向消费者提供“所有你能吃的东西”的选择,这让整个行业都为之震惊.99. 当时,你能吃到的东西仅限于美国的付费电视网络,比如HBO, or TMN (The Movie Network) in Canada. 有线和卫星电视分销商已经开始试验视频点播服务,以此作为丰富有线或卫星电视订阅价值的一种手段. 这些服务是新的,并且比加拿大28软件平台今天所看到的更严格的发明者限制. 可供“吃到饱”的电影数量受到付费网络播放时间表的限制, 以及有线电视和卫星电视公司提供给他们的库存数量.

Netflix on the other hand, had massive inventories of titles available. 订阅者可以在网站上订购他们想看的电影,网站会将电影发送到订阅者的家中,在那里他们可以观看DVD, much like they had done with rental. 有些节目可以直接在互联网上播放,但绝大多数内容都是光盘驱动的, and ready to go to consumers homes after just a few clicks.

21世纪初,百视达(Blockbuster Video)拒绝了收购Netflix的要约, Netflix doubled down on their efforts to be a lean, mean , entertaining machine. 他们利用了美国高速互联网服务日益增长的优势.S. and Canada, 他们开始专注于把越来越多的作品放到网上供人们观看. As the rental component of their business declined, and the subscription side leapt forward, Netflix started to become the streaming giant we know today.

在2000年代中后期,我把电影卖给国内外的买家, 我可以告诉你,Netflix对市场的影响是巨大的. Every single territory they went into they disrupted. 如今,他们在全球拥有2.05亿订户的SVOD和PayTV市场处于领先地位. Amazon is close behind, at more than 150 Million Subscribers, 而迪士尼的SVOD服务Disney +则以超过9000万的订阅者排名第三.

 

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How the SVOD Market Works

There are a lot of SVOD platforms. 很容易就有几十个这样的平台存在,并在全球争夺用户. The platform may have been invented by Netflix, but the total market size is such that no one player will own the globe.

SVOD运营商向观众提供多种内容,并收取一定费用, paid monthly, weekly, or annually. Hallmarks of an SVOD service are: exclusive content, subscription fees, no advertising, with content delivered to audiences over the internet. Platforms typically look to license content on an exclusive basis, to draw audiences in based on the shows they have available. Typically these shows are paid a license fee in exchange for the rights. Some of these fees have bonuses, 或者采用可变的付费系统,内容提供商根据其节目获得的浏览量获得报酬. SVOD平台需要深层次的内容库来保持用户的兴趣, 以及独家访问首映付费内容以证明订阅的持续价值.

SVOD平台通过指向他们的独家内容来区分彼此, and the depth of their content catalogue. They court fans of known content franchises, 并且大肆宣传他们从竞争对手那里买来的新节目来吸引观众. Some mega franchises of the past like FRIENDS, and THE OFFICE have such intense, 加拿大28软件平台看到的铁杆观众是那些大公司为了获得这些节目的转播权而大把花钱的观众——也许更确切地说, 他们支付大笔费用,从竞争对手那里抢走这些固定的观众.

订阅者按月向平台支付费用,以换取在不受广告干扰的情况下无限制地查看可用内容的权利, at a time convenient to them, 高质量的格式和强大的技术使观看过程不受漏洞的干扰. 说到强大的技术,SVOD平台的生死取决于用户体验. If fans can’t find the shows they’re looking for, or can’t view it in high quality, or can’t finish watching an episode without the app crashing, they will leave the platform in search of an alternative.

运营商以有限的庭审经验(通常只有一周)吸引潜在用户, though some operators will offer more generous monthly trials. It’s essential the app is easy to navigate, that the available content is easily browsable, that suggestions are relevant to the user’s demonstrated preferences, 而且有足够的证据让他们在审判结束后再回来.

SVOD平台与AVOD或TVOD平台在兼容设备方面有一点不同. 将他们的服务放在所有或大量设备上的策略将给他们带来很多赢得新用户的机会, 而是因为观众对用户体验的高标准要求, the quality of the video feed, and the uptime of the service; this can be a risky strategy for any but the biggest players.

经验教训-如果要推出自己的SVOD平台,请避免这些陷阱

千禧一代的观众已经习惯了Netflix以付费换取优质体验. They expect an advertisement free experience. 他们希望能够轻松地浏览不同类型的内容组合. They expect an always-on experience, with all the episodes of a series available to binge in their entirety.

The best of the SVOD services are available on mobile platforms (Apple, and Android) with natively built experiences. 突出的溢价外观和感觉将真正有助于管理订阅者保留问题, and take pressure off of customer care. 越来越多的运营商能够利用像SVOD这样的数字市场 Amazon Channels, or ROKU Marketplace 聚集可用的SVOD服务,并将它们在平台上推广到他们庞大的用户基础. While these seem like ways to save money versus building your own 10 foot experiences; they can come with significant revenue sharing implications which will need managing.

Don’t over complicate your experience, or your model. Quibi learned this the hard way. Quibi开发了一种SVOD/AVOD混合解决方案,用户只需每月支付4美元,就可以获得广告支持的体验.99, and an ad-free experience for $7.99. 他们试图通过创建只能在移动设备的竖屏模式下查看的内容来打破界限, and all their episodes were shorts. Quibi failed quickly, and hard, despite all the buzz surrounding their launch, 尽管在高端内容开发上投入了数亿美元. While Quibi execs officially laid the blame on COVID-19, 考虑到SVOD行业的整体增长经验,这是很难接受的.

Planning on going OTT with your own SVOD platform? Having launched one myself, here are 3 tips:

Invest in premium content that will command an audience

The SVOD landscape is very competitive. 你的服务将与大公司Netflix竞争, Amazon, HBO Time Warner, CBS-Paramount-Viacom, ABC-Disney; and the other little fish. 每一个有想法的制片人都在寻找这些主要服务来投资他们的剧本. You won’t be able to compete with the big boys head-on at launch, you’re going to need to be creative.

This can take the form of aggressively courting producers, spending to advertise co-production opportunities, being prepared to take risks. But it can go another way as well. 一些最成功的SVOD服务开始于高度定向的内容提供,以吸引特定的受众, spending to deliver premium formats like 4k, and developing a reputation for excellence in a genre.

Examples of this include:

Love Nature – a service dedicated to wildlife content.

Pureflix – a service dedicated to spiritual programming

穆斯林儿童电视-一个为穆斯林儿童提供适当的教育内容的服务.

富波电视——一个致力于体育节目的服务,自那以来已经得到了长足的发展.

MetOnDemand – a service dedicated to broadcasting operas

By providing focussed content offerings to niche communities, 这些服务在目标受众中建立了卓越的声誉,不需要在内容上与主流竞争. 提供重点内容的分销商将把新内容带给这些买家,因为他们知道,与主流渠道相比,这些节目将更快地获得更多观众,并有更高的续订可能性.

Invest in premium user experience

Subscription video on demand is a competitive business. There are a lot of options for today’s consumers, 特别是在那些电缆剪工和电缆从来不使用的人中,他们把几个订阅服务连接在一起,以取代有线电视的体验. This customer is ruthless. If the service doesn’t meet their expectations for ease of use, and 24/7 uptime they will not stick around. Even if you have that ‘just gotta see it’ hit of the year show, 一旦你的用户消费, they’ll drop you like a hot potato. 你需要尽可能多地留住这些用户几个月,从而最大化你所购买的每个用户的价值.

Respect your investments in content, 还有促销广告,通过投资于你能负担得起的最好的用户体验来赢得新用户, and continue investing in it. 你需要长期坚持这一点,并持续投入资金以保持应用的稳定性, and improving with the times. Even if you have to limit yourself to one platform at launch. Do it extremely well.

Avoid the Apple tax

Did you know that Apple earns ___ billion from the app store alone? 苹果会从你的应用中抽取30%的收益,作为将你的应用在其应用商店中推广到全球苹果设备上的特权. 你们的SVOD业务利润率太低,如果没有30%的毛收入,就无法运营. You can’t, and shouldn’t avoid distributing your SVOD app in the App Store, 你需要有创造力和智慧,你可以绕过苹果税. If you’re interested in learning more, reach out – we should talk!

Closing thoughts:

Netflix诞生了SVOD,千禧一代全心全意地接受了它. Cable cutters and cable nevers are flocking to these solutions, are willing to subscribe to more than one service, and are willing to swap between providers month to month. This is a competitive landscape, with hundreds of options for consumers.

如果你想把你的娱乐产品提升到一个新的水平, 就像纽约大都会与MetOnDemand合作进入全球市场一样, it can be transformative. There is lots of room for new SVOD services, but you need to be prepared for the competitive landscape ahead, and ready to spend aggressively on technology, content, and advertising.

Globally as access to high speed internet improves, more and more potential viewers are coming online. 订阅式视频点播的市场潜力是全球性的. 许多用户会通过多个平台来享受他们喜欢的节目(就像他们过去在电视上做的那样)!)

Transactional Video on Demand, Premium Video on Demand, Subscription Video on Demand, 和新的AVOD/SVOD混合平台,这些天从事街头斗争的在线观众. 下一个问题,加拿大28软件平台将深入这些流战争,加拿大28软件平台继续加拿大28软件平台的系列.

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Not your cup of tea? Did I miss something? Friends in broadcasting, amigos in online video, online Madison avenue MadMen if you think I got it wrong, please get in touch, I’d love to hear from you!

 

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