Name: YouTube 如何在流媒體大戰中擊敗 Netflix 和迪士尼 (How YouTube Beat Netflix And Disney In The Streaming Wars)
Uploaded: 2024-06-27T06:32:59.000Z
Duration: 13 min 56 s

The transition from traditional television to streaming services has led to a major cord cutting across the country.

從傳統電視向流媒體服務的過渡導致了全國範圍內的大範圍斷線。

程度副詞

So did Netflix just win the latest round of the streaming wars?

那麼 Netflix 剛剛贏得了最新一輪的流媒體大戰嗎？

I see them as winning the streaming wars.

我認為他們贏得了流媒體戰爭。

Netflix, the great media disrupter, a company that turned the entertainment industry on its head.

Netflix，偉大的媒體顛覆者，一家顛覆娛樂產業的公司。

In light of Netflix's ability to just be and be the king in this sandbox.

鑑於 Netflix 能夠在這個沙盒中稱王稱霸。

As established media companies struggled to turn a profit on their own streaming services, many pundits crowned Netflix the winner in the streaming wars, the OG of subscription streaming, the king of digital content.

當老牌媒體公司都在為自己的流媒體服務盈利而苦苦掙扎時，許多專家都將 Netflix 冠以流媒體大戰的贏家、訂閱流媒體的鼻祖、數字內容之王的稱號。

I always say the crown as a program may be over, but it has been crowned the most successful media company and most valuable, and it will continue.

我總是說，作為一個節目，它的王冠可能已經結束了，但它已經被冠以最成功的媒體公司和最有價值的媒體公司的稱號，而且它還將繼續下去。

Netflix makes up more than 7% of total TV usage in the U.S.

Netflix 佔美國電視總使用量的 7% 以上。

But surprise, it's technically not winning the streaming wars.

但令人驚訝的是，從技術上講，它並沒有贏得流媒體戰爭。

I'm going to spend the next 50 hours buried alive in this coffin.

接下來的 50 個小時，我將被活埋在這個棺材裡。

I've got to be honest, I kind of think I can do expert.

老實說，我覺得我可以成為專家。

The most-watched streaming platform is YouTube.

觀看人數最多的流媒體平臺是 YouTube。

I kind of have a different take on this. 3, 2, 1.

當然，YouTube 並不是什麼新鮮事物。

But what is new is its accelerating domination of the living room.

但新的是，它正在加速主宰客廳。

More than half of all YouTube viewing is now done on a traditional television.

現在，超過一半的 YouTube 觀看都是通過傳統電視完成的。

The Alphabet-owned video streaming platform has led the entire streaming space in overall time watched for 15 consecutive months, ahead of Netflix.

Alphabet 旗下的視頻流媒體平臺已連續 15 個月在整個流媒體領域的總觀看時間上領先於 Netflix。

And if you zoom out to the entire TV world, we're talking cable, broadcast, and streaming.

如果把視野放大到整個電視世界，我們就會看到有線電視、廣播和流媒體。

YouTube is still watched more than every other media company's platforms other than Disney, which owns Disney+, Hulu, ESPN, ABC, and other cable networks like FX and NatGeo.

除了擁有 Disney+、Hulu、ESPN、ABC 以及 FX 和 NatGeo 等有線電視網絡的迪斯尼之外，YouTube 的收視率仍然高於其他所有媒體公司的平臺。

Whether we're talking Disney+, or Hulu, or Paramount+, you look at who's still growing, growing the greatest share year over year.

無論是迪斯尼+，還是 Hulu 或派拉蒙+，你都要看看誰還在增長，誰的份額逐年增長最大。

It is insane that YouTube is still dominating the growth rate, even despite their size.

儘管規模龐大，YouTube 的增長速度仍然遙遙領先，這實在是太瘋狂了。

Any competitor for time and attention is obviously not good for streamers.

任何爭奪時間和注意力的競爭者顯然都不利於流媒體。

If YouTube is already this far ahead and growing, should other streamers be worried?

如果 YouTube 已經如此領先並不斷髮展壯大，其他流媒體是否應該擔心呢？

It's been almost two decades since Netflix's move to online streaming kicked off a massive shift in the entertainment industry.

Netflix 的在線流媒體業務掀起了娛樂業的巨大變革，距今已有近二十年的時間。

A race to the top that would eventually be deemed the streaming wars.

這場競爭最終被視為流媒體大戰。

Currently, almost every major media entity is represented in the space in one way or another, all vying for the attention of a massive digital audience dominated by younger viewers.

目前，幾乎所有主要媒體都以這樣或那樣的方式參與到這一領域，爭奪以年輕觀眾為主的大量數字閱聽人的注意力。

So many media executives that we would run into is they always sort of try to silo and say, OK, there's this thing called premium content.

我們遇到的許多媒體高管總是試圖把自己孤立起來，說 "好吧，有一種東西叫優質內容"。

That's what you make for TV or for streaming.

這就是你為電視或流媒體制作的內容。

Then there's this other stuff that you watch on YouTube.

然後是你在 YouTube 上看到的其他東西。

Now, you may be thinking, isn't YouTube a social media site?

現在，你可能會想，YouTube 不就是一個社交媒體網站嗎？

Is calling it a streaming service comparing apples to oranges?

說它是流媒體服務，是不是把蘋果和橘子相提並論？

When you think about time spent, it's absurd to separate it into different buckets.

當你考慮花費的時間時，把它抽成不同的桶是荒謬的。

Whether you're watching the NFL, or whether you're watching TikTok, or whether you're watching YouTube, it doesn't matter.

不管你是在看 NFL，還是在看 TikTok，還是在看 YouTube，這都不重要。

When Google bought YouTube back in 2006, it paid $1.65 billion for a platform that was only a year old at the time.

谷歌在 2006 年收購 YouTube 時，花了 16.5 億美元買下了這個當時只有一年曆史的平臺。

Fast forward to today, and analyst Michael Nathanson says YouTube alone could be worth $400 billion.

時至今日，分析師邁克爾-納坦森（Michael Nathanson）稱，僅 YouTube 一家公司的價值就可能達到 4000 億美元。

That's not only worth more than Netflix, it's worth more than Disney and Comcast combined.

這不僅比 Netflix 的價值高，而且比迪士尼和康卡斯特的總和還要高。

But YouTube is still the 800-pound gorilla in the space, and I do believe they're a pretty unstoppable juggernaut.

但是，YouTube 仍然是這一領域的 800 磅大猩猩，而且我相信他們是勢不可擋的巨無霸。

Globally, YouTube is the second most visited website in the world, sitting just behind its parent company, Google, in monthly traffic.

在全球範圍內，YouTube 是全球訪問量第二大的網站，月流量僅次於其母公司谷歌。

So they have two modalities, the traditional horizontal video, they have the vertical video, they have the personalization engine that I think is kicking in in a big way.

是以，他們有兩種模式，一種是傳統的橫向視頻，另一種是縱向視頻，還有一種是個性化引擎，我認為這種引擎正在大行其道。

That is increasingly one of the biggest and fastest growing platforms we're on.

這也日益成為我們最大、發展最快的平臺之一。

And when people are sitting down to watch TV, they're increasingly turning on YouTube.

當人們坐下來看電視時，他們越來越多地打開 YouTube。

And you see a lot of what you'd expect, which is that they are watching longer sessions, longer content.

你會看到很多你意想不到的現象，即他們觀看的時間更長，內容更長。

A lot of our biggest creators are starting to make longer content for the TV explicitly.

我們的許多大創作者都開始為電視製作更長的內容。

More than a billion hours of YouTube content is watched on TVs every day, with 150 million connected TV viewers tuning in each month.

每天有超過 10 億小時的 YouTube 內容在電視上播放，每月有 1.5 億聯網電視觀眾收看。

The amount of YouTube creators who say the majority of their watch time comes from TV climbed more than 400 percent in just three years.

YouTube創作者中表示大部分觀看時間來自電視的人數在短短三年內攀升了400%以上。

We're not talking about your mobile phone, your laptop that I'm sure you see your kids using all the time.

我們說的不是你的手機，也不是你的筆記本電腦，我相信你會看到你的孩子們一直在使用它們。

But on the biggest screen in the house, the TV, 25 percent of the streamed content is coming from YouTube.

但在家中最大的電視屏幕上，25% 的流媒體內容來自 YouTube。

Every executive has to be paying attention.

Another major factor behind YouTube success is the cost or lack of it.

YouTube 成功背後的另一個主要因素是成本或成本不足。

While younger audiences have shied away from $100 per month for cable TV, nothing is more appealing or user friendly than free.

雖然年輕觀眾對每月 100 美元的有線電視望而卻步，但沒有什麼比免費更有吸引力或更方便用戶了。

YouTube makes a lot of money because they keep it free.

YouTube 賺了很多錢，因為他們保持免費。

The minute you put up that wall, a literal paywall between the product you're trying to push and the people you want to push it to, people aren't going to care.

一旦你在你想要推廣的產品和你想要推廣的人群之間豎起了一堵付費牆，人們就不會在意了。

And that brings us to YouTube's other secret weapon.

這就是 YouTube 的另一個祕密武器。

They're producing at a level that is consistent with what we've traditionally expected from Hollywood.

他們的製作水準與我們對好萊塢的傳統期望是一致的。

The beauty of it and the evolution of what the platform has become is that whatever you want to find on YouTube, you will find it.

這個平臺的魅力和演變之處在於，無論你想在 YouTube 上找到什麼，你都能找到。

YouTube's bread and butter is its user generated content, or what YouTube likes to call creator led content.

YouTube 的麵包和黃油是用戶生成的內容，也就是 YouTube 喜歡稱作的 "創作者主導內容"。

YouTube sees about 3.7 million new videos uploaded to its platform daily.

YouTube 平臺上每天上傳約 370 萬部新視頻。

That's more than 271,000 hours of fresh content each day.

這意味著每天有超過 271,000 小時的新鮮內容。

The responsibility of content generation falls solely on creators, not the company, saving YouTube billions of dollars.

內容製作的責任完全由創作者而非公司承擔，這為 YouTube 節省了數十億美元。

Our business is much more about scale and audiences and technology, and that's the base that we came from.

我們的業務更注重規模、閱聽人和技術，這也是我們的基礎。

And that's why you see us typically not also getting into the traditional studio business.

這就是為什麼我們通常不會涉足傳統的工作室業務。

From the creator side, it's something that I think is very, very exciting in the sense of creators can have their work viewed on a television.

從創作者的角度來說，我認為這是一件非常令人興奮的事情，因為創作者可以在電視上看到自己的作品。

And the only barrier to entry is the upload button.

For years, traditional media executives viewed YouTube's creator led content as low quality, thinking, sure, it's free, but eventually users will want to watch something with more substance.

多年來，傳統媒體的高管們一直認為 YouTube 上由創作者主導的內容品質不高，他們認為，這些內容當然是免費的，但用戶最終還是會希望觀看更有內涵的內容。

But recently, the evidence suggests otherwise.

但最近的證據表明情況並非如此。

A 2023 survey found the majority of both Gen Z and younger millennials say user generated content is their preferred entertainment method.

2023 年的一項調查發現，大多數 Z 世代和年輕的千禧一代都表示，用戶生成的內容是他們首選的娛樂方式。

According to a Pew Research study, 71 percent of teens say they use YouTube daily, with one in five claiming they're on YouTube almost constantly.

根據皮尤研究中心的一項研究，71% 的青少年表示他們每天都使用 YouTube，其中五分之一的青少年聲稱他們幾乎經常使用 YouTube。

I think that's a big difference is I've seen the way that it has evolved and it has filled in the space between the streaming platforms.

我認為這是一個很大的區別，因為我看到了它的發展方式，它填補了流媒體平臺之間的空白。

I think there's a lot of like viewers fatigue.

我覺得有很多人都像觀眾一樣疲勞了。

There's so much media out there that when you find a person that you really like or that you really resonate with or a type of content that you like, it fits into a routine of your life.

外面有太多的媒體，當你找到一個你非常喜歡的人，或者你非常有共鳴的人，或者你喜歡的內容類型時，它就會融入你的生活日常。

Part of the draw is reliable, consistent contact, like a relationship, even if it's through a screen.

吸引力的一部分在於可靠、持續的聯繫，就像一種關係，即使是通過螢幕。

YouTubers are available to their audiences.

優酷用戶可以與他們的閱聽人交流。

Viewers aren't waiting for new seasons or renewals of their favorite series.

觀眾不再等待他們喜愛的劇集的新一季或續訂。

And comments and analytics mean creators get real time feedback on what is and isn't working.

評論和分析意味著創作者可以獲得實時反饋，瞭解哪些有效，哪些無效。

During COVID, with millions of people stuck in their houses around the world, YouTube provided people with something more than just passive content.

COVID 期間，全球數百萬人被困在家中，YouTube 為人們提供的不僅僅是被動的內容。

People feel like they know me because I'm a friend to them.

人們覺得他們認識我，因為我是他們的朋友。

They can throw me up on the TV and I'm sharing parts of my life.

他們可以把我扔到電視上，讓我分享自己的部分生活。

I'm sharing my opinions, what I'm doing every day.

我在分享我的觀點，我每天都在做什麼。

It's just throwing something in the background that is it's not risking missing out on a chapter.

這只是在背景中加入一些東西，這樣就不會有錯過一章的風險。

What I've appreciated about being a YouTube creator is having the opportunity to iterate, create content and receive feedback from an audience immediately.

作為一名 YouTube 創作者，我最欣賞的是有機會不斷迭代、創作內容並立即從閱聽人那裡獲得反饋。

We have so many creators like Red and Link, Jimmy Donaldson, MatPat, people who have spent years building their channels into something where you watch those channels and qualitatively can't tell the difference between what we think as traditional and what we think as what you would expect.

我們有很多像 Red and Link、Jimmy Donaldson、MatPat 這樣的創作者，他們花了數年時間建立自己的頻道，讓你在觀看這些頻道時，無法從本質上區分我們認為的傳統頻道和你所期待的頻道。

So if you think about it from the creator standpoint, they are getting something that no other platform can give them, which is massive global reach on every device, in every language, all over the world.

是以，如果從創作者的角度考慮，他們將獲得其他任何平臺都無法提供的東西，那就是通過各種設備、各種語言，在全球範圍內進行大規模傳播。

YouTube's revenue largely comes from advertising.

And while traditional media companies have struggled in recent years to attract ad dollars as cable TV subscriptions have declined, YouTube has soaked up the revenue.

近年來，隨著有線電視訂閱用戶的減少，傳統媒體公司一直在努力吸引廣告資金，而 YouTube 卻吸納了這些收入。

In Q1 this year, YouTube saw ad revenue growth of 21 percent year over year.

今年第一季度，YouTube 的廣告收入同比增長 21%。

YouTube's global advertising revenue in 2023 was around $31.5 billion.

2023 年，YouTube 的全球廣告收入約為 315 億美元。

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YouTube 如何在流媒體大戰中擊敗 Netflix 和迪士尼 (How YouTube Beat Netflix And Disney In The Streaming Wars)

perspective

ultimately

entire

eventually