2021年的顶级OTT趋势

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Eric Schumacher-Rasmussen: What do you see the future holding and how has COVID impacted the trajectory of that future?

彼得·沃顿商学院: For a lot of linear channels, live television is what really drives them. So we're seeing more and more the ability to do live television in the cloud and through remote production. When sports comes back, that's really going to transform that, especially. 所以我认为会有很大的变化. 老实说, 我不会感到惊讶，如果, 在路上, we see somebody like Amazon Prime Video and the bidding on Olympics, 因为他们有更高的PBE比率, their cost of acquiring some of that content is going to be very competitive against the traditional companies that are fighting.

So I think we're going to see some really interesting changes. The other thing I think is interesting is that we're now building systems where we're much more aware of who's watching what, 时间和方式, and we'll see more interactive content where with the viewer responses or engagement we'll be able to use those metrics and interactions to actually change the content while we're producing it. 我们还没有看到它真正起飞, but gamers are used to being involved directly in what the content looks like on screen, 电视主要是被动的. And I think we're going to start seeing a middle ground emerge where the viewers are actually going to affect the content as it's being delivered. 我还不知道那是什么样子. Somebody far more creative than I is going to come up with that, but that's now possible.

乔恩·Giegengack: People are going to be used to consuming content from lots of different sources, the way that they were before and the way that the pandemic has accelerated that. 现在最大的机会, and the most important priority for lots of companies is to bear in mind that what consumers really need the most is simplicity. 因此，他们的电视作为一种产品从未如此引人注目, 这真的很好, because it's facing a lot of competition from things like video games, 例如. But their biggest frustration--if you can call it a frustration, it's a first-world problem--is managing all of these different options and making it simple to find the next thing they're going to watch, and making it simple to ideally access lots of these different platforms without having to change the remote control or without having to manage lots of different passwords. 如果这个问题得到解决，消费者会更开心. 他们看得更多, 他们消费更多, and the brands get bigger audiences and the best content wins this way to the top. So I think that's going to be the biggest competition for people's eyeballs and people's time in the future is who can deliver the simplest experience and make it so their content can be found that way, 太.