2026流媒体演进传统广播模式的范式重构研究报告

The poThe powwer oer of engf engagagementementEngagement has always been critical to the TV industry. The medium’s ability to generate engaged audiences at scale, and reach those audiences with 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 and Digital platforms not only allow advertisers to reach 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 become 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 growing 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- But, while consumer time spent with TV and video continues to grow, competition for consumer engagement is much stronger than it was in theheyday of traditional linear TV. Indeed, traditional broadcasters don’t just have to compete with each other, but also a growing number of premium The shift (back) towards advertising as a key driver of revenue and profitability means that winning viewers – and keeping them engaged – is the This report explores how players across the TV and video space are adapting to generate, maintain, and monetize engagement with video through TTrrends in cends in consumeronsumervieviewing timewing timedemonsdemonstrtraatte the neede the needffor changor change fe forortrtraditional playaditional playererss Sorry, you must sign up in the online version to view this content. The bThe baatttle ftle fororaattttention is prention is proovvokingokingindusindustrtryycconsolidaonsolidation andtion andnenew kinds ow kinds of sf strtraatteegicgicppartnerartnershipshipss Sorry, you must sign up in the online version to view this content. NeNew cw contontent types arent types areeneeded tneeded to meeo meet thet thedemands odemands of af achangingchanging markmarkeetplactplacee Sorry, you must sign up in the online version to view this content. Ad tAd tech: the criticech: the criticalallink belink betwtweeneenengengagagement andement andmonemonetiztizaationtion Sorry, you must sign up in the online version to view this content. TTurning engurning engagagementementintinto sales: the ro sales: the rapidapidcconvonvererggencence oe of TVf TVand rand reettailail mediamedia Sorry, you must sign up in the online version to view this content. EExpert advicxpert advice one onnavignavigaating theting theeevvolving businessolving businessmodelsmodels Sorry, you must sign up in the online version to view this content. Thank yThank you fou for ror reeadingading SStrtreeaming Eaming Evvolutionolution Complete the form for more information