相比传统方式,流媒体月费较低,随着供给内容质量的逐年提升,更凸显性价比。
流媒体企业大致分为SVOD供应商和音乐流媒体平台两种。龙头公司有Netflix,Spotify,Apple,Amazon和Google等。其他还有媒体、电信和更广泛的电子消费类公司,如AT&T和Sony等。
除了视频和音乐,订阅制的电子游戏也是增长亮点。此板块仍处于发展初期,有赖于技术水平的进一步提高。
流媒体的一个重要商业模式是包月付费点播(subscription-based video on demand 简称SVOD),SVOD的基本策略是为订阅用户提供独家内容。之前只能通过影院和传统电视渠道获得的优质内容,现在足不出户就能观看收听。疫情隔离助推了此趋势。代表公司有奈飞,迪斯尼+,以及亚马逊的Prime Video。全球SVOD销售额在2019到2025年间预计将增长500亿美金,总量达980亿美金。
2010年,SVOD先锋奈飞,凭借着与各类电影制作室和电视网络的良好关系,迅速扩张业务。彼时,这些内容制造者期望利用奈飞这样的平台提高销售额。随着SVOD壮大,用户开始取消有线电视订阅,这些内容生产方与奈飞这样的平台终究成了直接竞争对手,逐渐中止了合作。SVOD开始自己制作电影电视剧。
部分制作室和有线电视决定搭建自己的线上平台,并获取终端客户。但只有极少数制作室能最终抗衡奈飞。
为了从内容上突围,今年五月 Spotify推出了独家播客——Joe Rogan的秀“The Joe Rogan Experience”。
音乐流媒体的竞争呈现Universal Music, Sony Music, Warner Music三足鼎立的格局。
流媒体在过去十年的爆发式发展远未结束,激烈竞争仍将继续,多巨头并存的行业格局仍将持续存在。疫情加速了客户累积,而不断增长的订阅量使平台有能力产出更优质的内容,从而吸引更多的用户,形成正向循环。
[1]来源:Digital TV Research, Global OTT TV and Video Forecasts, 2020年5月
The information contained in the website is solely intended for professional investors. Some funds shown on this website fall outside the scope of the Dutch Act on the Financial Supervision (Wet op het financieel toezicht) and therefore do not (need to) have a license from the Authority for the Financial Markets (AFM).
The funds shown on this website may not be available in your country. Please select your country website (top right corner) to view the products that are available in your country.
Neither information nor any opinion expressed on the website constitutes a solicitation, an offer or a recommendation to buy, sell or dispose of any investment, to engage in any other transaction or to provide any investment advice or service. An investment in a Robeco product should only be made after reading the related legal documents such as management regulations, prospectuses, annual and semi-annual reports, which can be all be obtained free of charge at this website and at the Robeco offices in each country where Robeco has a presence.
Please confirm that you are a professional investor and/or institutional investor and that you have read, understood and accept the terms of use for this website.