北美新媒体新技术及业务研究分析.pptx

北美新媒体新技术及业务分析Agenda数字内容运营领域的发展趋势一切以数据驱动广告不可或缺、视频广告增长社交媒体改变数字内容消费模式数字内容生态链角色互相渗透，新角色参与 数字内容运营生态链OTT内容发布网络（Netflix）OTT内容发布网络比较 电视网络运营商（Comcast）电视网络运营商比较媒体内容商（Disney）媒体内容商（NBCUniversal）媒体内容商比较（2016 TOP 10）社交媒体平台（Facebook）社交媒体比较广告商（Google）媒体及平台商（Apple）数字媒体技术Cloud VideoVR Update数字媒体投资趋势Media InvestmentDeal Insights结论及建议数字内容运营领域的发展趋势趋势#1：一切以数据驱动 Data Driven ProductionDeep/broad analytics on Hollywood titlesCommon interest analysis on mass audience Why the content is more popularData Driven Distribution Personal level watch preferenceAnalytics of watch habitsHow does the content spread on Social mediaData Driven MonetizationData-driven recommendationPricing and retentionTiming to publish the contentA/B testing Quality content = Engaging= Revenue $Case Study：Netflix Netflix, a data driven company 83M customers,Content costs will reach $5 billion this year and are projected to rise 20% to $6 billion in 2017. Producing 600 hours of original TV shows and movies in 2016, up 22% year over year.Production: Outbid HBO, AMC on “House of Cards” (3/2011), 2 seasons with 13 episodes in each, Over $100M Because we have a direct relationship with consumers, we know what people like to watch and that helps us understand how big the interest is going to be for a given show. It gave us some confidence that we could find an audience for a show like?House of Cards.DistributionNetflix success rate will be about 70%, double the industry rate of 35%MonetizationUses data to help them decide which movie to license, including studying piracy sites Data CollectedWhen you pause, rewind, or fast forwardWhat day you watch content (people watch TV shows during the week and movies during the weekend.)The date you watchWhat time you watch contentWhere you watch (zip code)What device you use to watch (Do you like to use your tablet for TV shows and your Roku for movies? Do people access the Just for Kids feature more on their iPads, etc.?)When you pause and leave content (and if you ever come back)The r