付费和免费OTT内容策略有何不同
When it comes to leveraging and building an audience for premium OTT content, how do strategies differ for premium ad-supported content and subscription-based content? 首席执行官埃文•夏皮罗 ESHAPJennifer Vaux，内容获取副总裁 & 编程, Roku媒体, discuss how and why these strategic approaches differ in this clip from 流媒体连接2023.
夏皮罗说 to Vaux, “To a certain extent, you have your own bundle on the Roku channel itself. It's a lot of different content from a lot of different sources, 你通过收购和收入分成做了很多事情. But then you're also making your own original content and doing some exclusive licensing. What's the overall strategy that's different from a premium content standpoint for free than it might be from a paid ecosystem? Is there a major difference [in the] strategy that you take versus what a Netflix or a Hulu 谁有带广告的付费版本?”
Vaux emphasizes Roku’s advantageous position in CTV because of its highly direct and optimized relationship with viewers. “We can be laser precise with what we buy based on what we see pop on the platform,” she says. “We have a machine learning algorithm that drives people a personalized view of the Roku channel, 但我们也有AVOD和FAST. 我们对 Roku原件 在这两个地方. 所以我们努力满足消费者的需求, depending on the viewing experience they want to have or the type of content they want to have, 我们使用这些数据来获取有关AVOD经济学的内容.”
夏皮罗说, “AVOD is a relatively newish component to what you guys have been doing from the beginning. It's expanding…do you see that as a kind of co-equal with the linear experience on FAST? Do you see AVOD and FAST working in tandem together across the two experiences?”
沃克斯说:“我们肯定有. “You can watch Martha Stewart in the library, but then go and watch a Roku original, which is 玛莎厨师 or 玛莎花园, and then go and lean back and watch more Martha in the Martha FAST Channel, just as an example. 我们用同样的方法处理 美国烘焙秀. 所以我们试图利用所有这些接触点, how a consumer wants to interact with the content and the brand that they've decided to hang out with in that day.”
夏皮罗说, “然后到了一定程度, being able to program for both those arenas in kind of a playlist version in the VOD. And then, on the linear ‘lean back’ fashion on the Roku Channel, it lengthens the stay. You don't necessarily have the churn in the same way that the paid services do, 但是你有一个搅拌器, “我要去别的地方.所以你要给他们掌控自己经历的能力, 这样就能让他们活得更久.”
Vaux agrees and adds, “And just to understand the user pathing in general, what do they watch next? 并且总是试图理解这种结构.”
Learn more about a wide range of streaming industry topics at the next 流媒体连接将于2023年11月实现.
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