2023年流媒体应用报告.pptx

Introduction The entertainment industry is undergoing a transformative shift, with streaming platforms taking center stage. A strategy that has garnered significant attention is Netflix’s crackdown on password sharing. While this move has been broadly successful across Netflix’s global markets, including the U.S., it encountered challenges in some countries. For instance, following Netflix’s password crackdown, free streaming platforms and public broadcasters have seen a significant increase in active users in both Spain and France. These shifts suggest that while streaming giants like Netflix are becoming more and more influential, traditional broadcasting channels and competing streaming platforms may still hold considerable sway. As the landscape continues to evolve, streaming platforms are adapting their strategies to enhance profitability while also refining their outreach methods to tap into diverse age groups. Some streaming platforms are finding success in acquiring new audiences by adjusting their digital ad strategies. For instance, platforms like Pluto TV have strategically increased their ad investments in platforms popular with younger audiences, such as TikTok, aiming to capture this vibrant market segment. On the other hand, Disney+, with a shift in advertising focus (alongside other strategic moves), has effectively drawn in a more mature audience, recognizing the potential of this demographic. Building on this momentum of strategic shifts, Disney+ faces its own challenges and opportunities: While it still struggles to be the most preferred alternative of both Netflix and Amazon Prime Video users across a number of countries, its upcoming plan to merge with Hulu into a single mobile app for the U.S. market could significantly boost engagement and present untapped opportunities for ad monetization next year. Furthermore, the platforms evident appeal within the gaming community suggests gaming could also emerge as a si