Omdia：2026流媒体演进：传统广播模式的范式重构研究报告（英文版）（17页）.pdf

1、Click here or press enter for the accessibility optimised versionS Str tre eamingamingE Ev volutionolutionChanging the channel on traditionalbroadcast modelsClick here or press enter for the accessibility optimised versionIntrIntroducoductiontionDigital platforms not only allow advertisers to reach

2、huge,but also augment and analyze campaigns using vast swathes of content,user,and increasingly direct sales data.Meanwhile,the ascent of SVOD services,such as Netflix,during the 2010s conditioned audiences to becomeaccustomed to ad-free premium TV and video consumption.For a time,the number of payi

3、ng subscribers looked like it would become the mostimportant measure of success in the TV and video industry.The poThe pow wer oer of engf engagagementementEngagement has always been critical to the TV industry.The mediums ability to generate engaged audiences at scale,and reach thoseaudiences with

4、attention-grabbing audio-visual advertising,made it the largest and most important segment in the brand advertising spacefor decades.However,the advent of online media and entertainment has flipped the script.By 2030,the combined subscription andadvertising revenue of online video i.e.subscription v

5、ideo on demand(SVOD)and connected TV(CTV)advertising will surpass that oftraditional TV.Yet the past few years have driven a resurgence of audience engagement as the most important metric for TV and video players.The addition of anad-supported tier to Netflix in 2022 served as a bellwether for the g

6、rowing reliance on advertising within the online video space,with all majorinternational SVODs now offer ad-supported tiers in select markets.Meanwhile,the advent of free-ad-supported streaming TV(FAST)and ad-supported video on demand(AVOD)is further driving up the viewing time and volume of availab