Name: 愛追劇嗎？看串流平台如何改變我們的生活 (How binge-watching is changing everything | CNBC Reports)
Uploaded: 2019-08-22T21:01:10.000Z
Duration: 5 min 35 s

情態副詞

We used to have to wait for days to watch the next episode of our favorite shows and then sit through ads when it finally came on.

過去，我們總得等上好幾天才能看到我們最喜歡的節目的下一集，而觀賞時還得呆坐在那裡，等廣告過去。

But how we watch television has changed in the last ten years.

但過去十年，觀看電視的型態已有很大的改變。

A larger number of us are opting to watch multi-episodic shows in a single sitting without any ads.

更大一部分的人傾向一次看很多集，並在沒有任何廣告干擾的情況下觀賞節目。

This phenomenon is called, you guessed it, binge-watching.

這個現象稱為，沒錯，就是「追劇」。

Thanks to cable TV, DVDs and online downloads, binge-watching has existed in some form for a number of years.

因為有線電視、DVD 和線上下載影片的觀賞方式出現，追劇已經以某種形態存在多年。

But now the pervasiveness of streaming services such as Netflix, YouTube and Hulu have made it into a cultural phenomenon.

然而現今，像是 Netflix、YouTube 和 Hulu 的串流平台服務之興起都已讓「追劇」變成文化的一部分。

A survey in 2015 found that upwards of 75% of American television viewers and 85% of Chinese viewers binge-watch television shows.

一個 2015 年的問卷顯示超過百分之七十五的美國電視觀眾和百分之八十五的中國觀眾有追電視劇的習慣。

And in the United States, those 24 years old and younger, often called Generation Z, are binge-watching more than any other generation.

在美國，那些二十四歲以下的年輕人，通常被稱為 Z 世代的年輕人，比其他的世代更常追劇。

Ninety-one percent of Gen Z say they binge-watch shows, compared to 86% of millennials and 80% of Gen X.

百分之九十一的 Z 世代說他們會追劇，相較之下，千禧世代是百分之八十六，而 X 世代則是百分之八十。

Here at the Cannes Lions festival, marketers are carefully watching these trends in order to figure out how to best reach you, the consumer.

在坎城國際創意節，行銷商人正仔細地關注這個趨勢以想出如何更加貼近你，也就是消費者。

At this marketing festival, I met up with Pranav Yadav, a neuro-marketer who studies consumer behavior, to learn about the culture shift.

在這場行銷盛會中，我和 Pranav Yadav，一位研究消費者行為的神經營銷專家見面，以學習這個文化上的改變。

This culture of binge-watching is actually a culmination of a lot of things.

這個追劇的文化事實上是很多因素一起匯聚而達到的一個頂峰。

The fact that streaming is actually available.

I remember the time when opening a website in India meant you know you'd actually have to wait for the head to load first, and then the forehead, and then the eyes and if you were lucky, and the connection didn't break, you'll get to see the face.

我記得以前在印度你開一個網站，你必須等頭先跑出來，再來是前額，然後是眼睛，如果你幸運的話，網路沒有斷掉，你就可以看到整張臉。

From that time, we finally moved to a point where even in countries like India, there's 4G access.

自那時起，我們終於進步到甚至像是印度這樣的國家，都可以使用 4G 網路。

While faster connection speeds make streaming possible, Pranav says it's the new streaming ecosystem that has us hooked.

當更快的網速實現了串流的可能性時，Pranav 說新型態的串流生態才是讓我們深深著迷的原因。

First: Produce good content that not only captures people's attention, but also builds loyalty.

首先，產出好的內容，這內容不僅要能攫取人們的注意，還要培養觀眾的忠誠。

Loyalty brings in revenue for the company, which allows it to invest in more compelling and higher-quality content to keep us glued to our screens.

忠誠度能為公司帶來營收，這將使公司可以投資更吸引人又高品質的內容以讓我們持續收看。

Take Netflix for example, the biggest streaming platform on the planet boasts about 140 million subscribers.

以 Netflix 為例，這家全球最大的串流平台以擁有一億四千萬的訂閱者而感到自豪。

It premiered 139 original shows in 2018 and accounted for over half of the estimated $19.5 billion spent on programming by Netflix, Amazon and Hulu combined.

它在 2018 年時首先推出 139 齣原創的節目，這超過 Netflix、Amazon 和 Hulu 加起來總共花在播送節目的大約一百九十五億美金的一半。

Besides owning popular titles such as Stranger Things and Orange is the New Black, Netflix also carries fan-favorites such as The Office and Friends.

除了擁有熱門的節目像是 Stranger Things 以及 Orange is the New Black，Netflix 也有粉絲最愛的像是 The Office 和 Friends。

Ad breaks are typically a major revenue stream for traditional broadcast companies.

廣告片段是傳統電視節目公司最主要的營收來源。

But if our shows are uninterrupted, then how are companies like Netflix and Hulu making money?

但假使我們節目都不中斷，那麼像是 Netflix 和 Hulu 的公司該如何獲利呢？

Netflix and Amazon Prime are doing a pretty good job at product placement and brand placement within their content.

Netflix 和 Amazon 在其內容的產品定位和品牌定位做得很好。

If you look at the show called the Stranger Things, there's a character who ends up falling in love with Eggo.

如果你去看一個稱為 Stranger Things 的節目，裡面有一個角色最後愛上 Eggos。

Now what better way in the world to find an engaging story and to be able to reinforce your brand attributes through a long-form content?

現在世界上有什麼比一個動人的故事和透過一個長內容的型式更能強化你的品牌特色呢？

Netflix says it inked deals with around 75 brands for the upcoming series of Stranger Things, including Coca-Cola, H&M and Baskin-Robbins.

Netflix 說它為了即將到來的 Stranger Things 系列，和大約七十五個品牌簽訂契約，包括可口可樂、H&M 和 31冰淇淋。

Netflix's biggest rivals are also working on innovative ways advertise to us without interrupting our marathon-viewing sessions.

Netflix 最大的競爭對手也正開發創新的方法來投放廣告，卻不會中斷我們如馬拉松般的觀賞時段。

To learn more, I met up with the Head of Research at Hulu, to find out how the company has adapted its marketing strategies to ride the binge-watching wave.

為了獲得更多資訊，我和 Hulu 的首席研究員見面，以找出該公司如何運用其行銷策略，搭上追劇的熱潮。

We're able to recognize when a person is beginning a binge-viewing session.

我們有辦法看出一個人要開始追劇的時刻。

So maybe you offer an ad unit in the first episode and you say look we know you're settling in to watch a few episodes, maybe now is the time you order your pizza, or to get your taxes done, or whatever it is you might need to do.

所以你也許在第一集投放一則廣告，顯示說我們知道你要開始看幾集，也許現在是你叫披薩的時間，或是去付完你的稅，或是任何你可能必須做的事。

And then maybe you offer the rest of the experience commercial free or with limited interruptions.

然後你也許在接下來的幾集都沒有廣告或是只有少數的中段。

These strategic partnerships are paying off.

這些策略性的合作關係有其價值。

Standalone streaming services hit $38.2 billion in revenue last year.

獨立的串流服務在去年營收達到三百八十二億美金。

That number is expected to almost double by 2023.

那個數字預計在 2023 年會近乎翻倍。

Only 5% of ad dollars go to streaming platforms, even though 50% of the audience is there.

只有百分之五的廣告收入是因為串流平台，即使百分之五十的觀眾在那裡。

YouTube has also become a major player in the streaming service industry.

YouTube 也是串流服務產業中的要角。

It announced last year that its rebranded subscription service, YouTube Premium, will offer viewers access to original content as well as ad-free music and video streaming.

它去年宣告說它再造的訂閱服務，YouTube Premium 將會提供觀眾原創的內容及沒有廣告的音樂和串流影片。

Traditional broadcasters are getting into the streaming game too, but they'll need to act fast.

傳統電視台也進入串流服務的遊戲中，但他們必須反應快點。

For the first time this year, adults in the United States will spend more time on their mobile phones than on their televisions.

今年美國成年人首度花更多的時間在他們的手機，而不是電視上。

American adults are projected to spend 3 hours and 43 minutes on their phones each day, compared to an average of 3 hours and 35 minutes watching TV.

美國成年人估計將每天花三小時又四十三分鐘在他們的手機上，相較之下，他們平均花三小時又三十五分鐘觀看電視。

Media companies like Disney and British broadcasters BBC and ITV have already announced plans for new streaming platforms.

媒體公司像是 Disney 和英國廣播公司 BBC 以及 ITV 已經公告有關新型串流平台的計畫。

Most recently, NBC stated it will be pulling what's widely considered Netflix's most popular title The Office, and putting it on its own streaming platform in 2021.

最近，NBC 聲明它將會撤下 Netflix 公認最受歡迎的節目 The Office，並在 2021 年把它放到它自己的串流平台。

Traditional broadcast is in huge danger and if they actually do not get their act together, they'll be eaten alive.

傳統播放公司正面臨危機，而如果他們不採取行動，他們會被生吞活剝。

As more and more streaming players get into the game, the question becomes, how much we're willing to stretch our wallets and attention spans to include new services.

隨著越來越多的串流平台加入戰局，現在的問題變成，我們會願意花多少錢和注意力在新服務上。

And advertisers will have to work even harder to get between us and that next episode.

而廣告商將必須更努力好讓我們買單繼續觀看下一集。

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愛追劇嗎？看串流平台如何改變我們的生活 (How binge-watching is changing everything | CNBC Reports)

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