付费流媒体应用订阅将如何发展?
浏览今天的流媒体应用程序和订阅似乎不必要地复杂, particularly as paid subscription 和 free service apps from major content companies often sit side by side, 甚至看起来在相互竞争. Is this a necessary condition, what factors are driving it, 和 how is it likely to change? 首席执行官埃文•夏皮罗 ESHAPDaniel Trotta是内容参与产品经理 & 货币化, 华纳兄弟探索频道，以及全球商业事务和内容增长主管Jennifer Jones， 康泰纳仕，这段视频来自他们的小组 流媒体连接2023.
夏皮罗指出, 由于几个因素, 消费者一次只能接触有限数量的应用. 他说，在手机上，“第一屏幕上只能容纳这么多应用程序. The unlimited number of them doesn't really matter at the end of the day because the consumer tends to use about five to seven.他问大家，“你们认为我们会看到更多的‘最大化’吗? 发现+ 和 HBO马克斯 合为一，现在加一个 美国有线电视新闻网 它? And what do you think are some of the blockers of getting us from perhaps where we are in a cluttered ‘paradox of choice,’ to one with fewer walls between the gardens [which is] a little bit simpler to navigate?”
Trotta说, “我认为这是头号拦路虎, 没有人感到意外, 都是有线电视带来的钱吗. 这就是为什么公司不愿意进入 微软全国有线广播电视公司 or 福克斯新闻 or 美国有线电视新闻网 earlier 和 with two feet because you can't start screwing up that relationship with the Multichannel Video Programming Distributors (MVPDs). 我认为这将继续成为一个问题. Even Max doesn't have a hundred percent of what's on 发现+ because there's still enough viewership 和 interest in the 发现+ service to warrant it being a st和alone thing.” He mentions a point Shapiro earlier made about the issue of paid 和 free apps from the same service both on a user’s phone. “这对我来说是一个非常可怕的提议，”他说.
“什么是?夏皮罗说. “将免费和付费生态系统结合在一起?”
“是的，”特罗塔说. “Removing the friction for users to pay you more or pay you less based on how much they want to use your app at the time, because you want to be able to count on somebody as a subscriber six months down the line when you're launching your next thing in order to be able to invest in that next program.他举了一个更无摩擦的用户留存方法的例子. “Hulu 让你暂停订阅12周，”他说. “如果你正在看的东西没有播出, 你可以在停播期间暂停12周, 让它回来. 这是一个了不起的功能. 但同时, 这就引出了一个问题, 你会倾向于这种消费者行为吗, 或者你会制造更多的障碍? 如果要我打赌，我会说这是第二个. People will eventually start creating more barriers to that behavior to get between the [free 和 paid], 获得可预见性，让你做好长期规划.”
琼斯说:“我完全同意公司需要有长期规划. I think that as a business affairs exec who often sits in the back rooms to do all the planning, the amount of indecision in the marketplace right now is higher than it's ever been 和 is causing kind of this ‘throwing spaghetti at the wall’ approach to see what works unintentionally. 我不认为有人会认为他们是在往墙上扔意大利面, 但他们最终不得不这样做，因为他们一直在适应, 每个人都想要更多的确定性，这样他们才能制定计划. 但我要指出的是，即使你有确定性, 你不能总是计划, 即使你知道有一定数量的订阅者, 你不知道你接下来要拍的这部剧会不会达到这个水平.”
Jones notes the different approaches for audience attention taken by different providers. “ Roku FAST的模型是根据观众的注意力来衡量的. 所以你总是需要有足够的好东西. 然后流媒体模式更像是，‘来这里一次，留下!’”她还强调了内容可用性的法律障碍. “有些内容无法合并或移动, 否则你就得付钱，或者……”
“在里面放广告，”夏皮罗说. “在……的情况下 网飞公司.”
琼斯说:“你只是没有得到AVOD的权利. “所以它不能用于你的新产品. 并让它可用, 还得再等五年, 10年, 否则你就得回去付更多的钱. Sometimes these big decisions that we all think are super strategic 和 [are the] determination of the future of the industry are sometimes premised on like, ‘Oh, 我们没有谈判，因为没人让我们这么做.因此，我认为很多幕后工作决定了很多战略.”
夏皮罗说, “每一份合同实际上都只是对上一份合同的修改, 相对于一个全新的开始，我们能否从一个完全干净的合同开始? 不，你不能……”
“I firmly believe that most contracts 和 deals are done in a way the easiest deal to make is to say it's exactly what you already agreed to,琼斯说. “我们只是改变了一件事. 就是这样，但还有一件事. 如果你同意，我们就改这么多! 但问题是，这样你就把所有东西都变成了其他东西的一个版本. When you think about broadcast or cable, you got one run 和 one rerun at a set time in one country. 流媒体现在是无限运行，随时你想在世界上每一个国家. 这不是另一件事的版本. 这太不一样了, 我认为所有的系统都在慢慢地, 为了达成共识, 只适应小事. And so we've ended up at this place where the friction is so high that there are clearly industry impasses that we're dealing with right now. 所以我想代表所有的幕后工作人员, 我们得想办法勇敢地说出来, “是的, 这是一个版本, 但它也是新的. 我们如何积极地考虑新的?”
在下一篇文章中了解有关流媒体行业主题的更多信息 流媒体连接将于2023年11月实现.
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