\u4ec0\u4e48\u662fOTT\u5e7f\u544a?(\u5b8c\u6574\u3001\u6613\u6d88\u5316\u3001\u4e0d\u65e0\u804a\u7684\u6307\u5357)OTT\u7684\u4e16\u754c\u79bb\u6211\u4eec\u5982\u6b64\u8fd1\uff0c\u5374\u53c8\u5982\u6b64\u9065\u8fdc\u3002\u4e00\u65b9\u9762\uff0c\u6211\u4eec\u975e\u5e38\u719f\u6089Netflix\u548cYouTube\uff0c\u6211\u4eec\u6709\u6216\u8ba4\u8bc6\u7684\u4eba\u6709\u667a\u80fd\u7535\u89c6\u6216Roku\u3002\u4f46\u53e6\u4e00\u65b9\u9762\uff0c\u6211\u4eec(\u6216\u81f3\u5c11\u5927\u591a\u6570\u4eba)\u751a\u81f3\u4e0d\u77e5\u9053OTT\u662f\u4ec0\u4e48\u610f\u601d\u3002\u4f46\u522b\u62c5\u5fc3\uff0c\u8fd9\u5c31\u662f\u6211\u5199\u8fd9\u672c\u6307\u5357\u7684\u539f\u56e0\u3002<\/p>\n
\u60a8\u5728\u8fd9\u7bc7\u6587\u7ae0\u3002\u5728\u8fd9\u91cc\uff0c\u6211\u5c06\u628aOTT\u5a92\u4f53\u548c\u5e7f\u544a\u5206\u89e3\u6210\u7b80\u5355\u7684\u82f1\u8bed\uff0c\u8fd9\u6837\u4f60\u5c31\u53ef\u4ee5\u7406\u89e3:<\/p>\n
OTT\u7684\u786e\u5207\u542b\u4e49\u548cOTT\u5a92\u4f53\u662f\u5982\u4f55\u4f20\u9012\u7684\u3002OTT\u5e7f\u544a\u662f\u5982\u4f55\u8fd0\u4f5c\u7684\uff0c\u5305\u62ec\u5b9a\u4ef7\u6a21\u5f0f\u548c\u7ee9\u6548\u6307\u6807\u3002OTT\u5e7f\u544a\u7684\u597d\u5904(\u5373\u4f7f\u662f\u5bf9\u672c\u5730\u4f01\u4e1a)\u53ca\u5176\u6311\u6218\u3002\u5236\u4f5c\u5438\u5f15\u4eba\u4e14\u6709\u6548\u7684OTT\u89c6\u9891\u5e7f\u544a\u7684\u6280\u5de7\u3002<\/p>\n
\u4e00\u8def\u4e0a\u4f34\u968f\u7740\u7b11\u58f0\u3002<\/p>\n
\u597d\u5417?<\/p>\n
OTT\u662f\u4ec0\u4e48?<\/p>\n
OTT\u4ee3\u8868\u201cover the top\u201d\u3002\u8fd9\u662f\u4e3a\u4ec0\u4e48\u3002\u6240\u4ee5\uff0c\u6709\u7ebf\u7535\u89c6\u76d2\u7684\u5b9e\u9645\u672f\u8bed\u662f\u673a\u9876\u76d2\u3002\u56e0\u4e3a\u5728\u90a3\u4e2a\u7535\u89c6\u53c8\u5927\u53c8\u7834\uff0c\u6709\u7ebf\u7535\u89c6\u76d2\u53c8\u5c0f\u7684\u5e74\u4ee3\uff0c\u5b83\u4eec\u90fd\u662f\u653e\u5728\u7535\u89c6\u4e0a\u9762\u7684\u3002\u4f46\u662f\uff0c\u5373\u4f7f\u5f53\u5c4f\u5e55\u53d8\u5f97\u6241\u5e73\uff0c\u6709\u7ebf\u7535\u89c6\u76d2\u88ab\u5b89\u7f6e\u5728\u5176\u4ed6\u5730\u65b9\uff0c\u673a\u9876\u76d2\u8fd9\u4e2a\u8bcd\u4ecd\u7136\u5b58\u5728\u3002<\/p>\n
\u8bb0\u5fc6,\u6709\u4eba\u77e5\u9053\u5417?\u53e6\u4e00\u65b9\u9762\uff0c\u6d41\u5a92\u4f53\u5185\u5bb9\u4e0d\u9700\u8981\u6709\u7ebf\u7535\u89c6\u76d2\uff0c\u56e0\u4e3a\u5b83\u662f\u901a\u8fc7\u4e92\u8054\u7f51\u4f20\u9001\u7684\u3002\u5b83\u7ed5\u8fc7\u6216\u8d8a\u8fc7\u673a\u9876\u76d2\u3002\u56e0\u6b64\u624d\u6709\u4e86\u201c\u5938\u5f20\u201d\u8fd9\u4e2a\u8bcd\u3002\u201cOTT\u548c\u7f51\u7edc\u7535\u89c6\u4e00\u6837\u5417?\u201d<\/p>\n
OTT\u548c\u8fde\u63a5\u7535\u89c6(CTV)\u4e0d\u4e00\u6837\u3002ctv\u53ea\u662f\u4f60\u53ef\u4ee5\u89c2\u770bOTT\u5a92\u4f53\u7684\u4e00\u79cd\u8bbe\u5907\u3002<\/p>\n
OTT\u8bbe\u5907<\/p>\n
\u57fa\u672c\u4e0a\uff0c\u4efb\u4f55\u663e\u793a\u89c6\u9891\u5e76\u8fde\u63a5\u5230\u4e92\u8054\u7f51\u7684\u8bbe\u5907\u90fd\u662fOTT\u8bbe\u5907\u3002\u8fd9\u5305\u62ec:<\/p>\n
\u667a\u80fd\u624b\u673a\u3001\u7535\u8111\u3001\u5e73\u677f\u7535\u8111\u3001\u7b14\u8bb0\u672c\u7535\u8111\u3002\u667a\u80fd\u7535\u89c6(Apple TV, Amazon Fire TV, Android TV)\u3002\u4f7f\u7528\u8bbe\u5907\u7684\u666e\u901a\u7535\u89c6(Roku, Amazon Fire TV Stick, Chromecast)\u3002\u4f7f\u7528\u6e38\u620f\u673a\u7684\u666e\u901a\u7535\u89c6\u3002Wifi\u84dd\u5149\u64ad\u653e\u5668\u3002\u4ec0\u4e48\u662fOTT\u670d\u52a1?<\/p>\n
OTT\u670d\u52a1\u662f\u4e00\u79cd\u5e94\u7528\u7a0b\u5e8f\uff0c\u53ef\u4ee5\u5c06\u8fc7\u5ea6\u7684\u5185\u5bb9\u6d41\u5230\u60a8\u7684\u8bbe\u5907\u4e0a\u3002\u73b0\u5728\u6709\u5f88\u591aOTT\u670d\u52a1\u548c\u5e94\u7528\uff0c\u5b83\u4eec\u9075\u5faa\u4e0d\u540c\u7684\u6a21\u5f0f\u3002<\/p>\n
TVOD\u4ea4\u6613\u89c6\u9891\u70b9\u64ad<\/p>\n
\u8fd9\u662f\u4f60\u4e3a\u5355\u4e2a\u5185\u5bb9\u7247\u6bb5\u4ed8\u8d39\u7684\u5730\u65b9\u3002TVOD\u6d41\u5a92\u4f53\u670d\u52a1\u7684\u4f8b\u5b50\u5305\u62eciTunes\u3001\u8c37\u6b4cPlay\u3001Vudu\u548cVimeo\u3002\u57fa\u4e8e\u5e7f\u544a\u7684\u89c6\u9891\u70b9\u64ad(AVOD)\u5728\u8fd9\u91cc\uff0c\u4f60\u53ef\u4ee5\u514d\u8d39\u8bbf\u95ee\u6d41\u5a92\u4f53\u5185\u5bb9\uff0c\u4f46\u6709\u5e7f\u544a\u3002AVOD\u6d41\u5a92\u4f53\u670d\u52a1\u7684\u4f8b\u5b50\u5305\u62ecTubiTV, YouTube, Hulu, Pluto\u548cCrackle\u3002<\/p>\n
\u8ba2\u9605\u70b9\u64ad\u89c6\u9891(SVOD)\u5bf9\u4e8e\u90a3\u4e9b\u4e0d\u60f3\u770b\u5e7f\u544a\u7684\u4eba\uff0c\u4f60\u53ef\u4ee5\u4ed8\u8d39\u8ba2\u9605\u770b\u65e0\u5e7f\u544a\u7684\u5185\u5bb9\u3002SVOD\u6d41\u5a92\u4f53\u670d\u52a1\u7684\u4f8b\u5b50\u5305\u62ecDisney Plus\u3001Hulu Plus\u3001Amazon Prime Video\u548cNetflix\u3002\u591a\u901a\u9053\u89c6\u9891\u7a0b\u5e8f\u53d1\u884c(mvpd)<\/p>\n
\u8fd9\u662f\u4e00\u79cd\u6d41\u5a92\u4f53\u5185\u5bb9\u63d0\u4f9b\u5546\uff0c\u4f60\u53ef\u4ee5\u4e3a\u6d41\u5a92\u4f53\u548c\u5e7f\u64ad\u5185\u5bb9\u7684\u7ec4\u5408\u4ed8\u8d39\u3002mvpd\u7684\u4f8b\u5b50\u5305\u62ecAT&T Now\u3001Sling\u6216YouTube TV\u3002\u6240\u4ee5\uff0c\u628a\u5b83\u4eec\u653e\u5728\u4e00\u8d77\uff0c\u4f60\u901a\u8fc7OTT\u6d41\u5a92\u4f53\u670d\u52a1(Netflix)\u5728OTT\u8bbe\u5907(iPhone)\u4e0a\u89c2\u770bOTT(\u6d41\u5a92\u4f53)\u5185\u5bb9(Schitt\u2019s Creek)\u3002<\/p>\n
\u660e\u767d\u4e86\u5417?\u4ec0\u4e48\u662fOTT\u5e7f\u544a?\u4e86\u89e3\u4e86OTT\u8bbe\u5907\u548c\u670d\u52a1\u4e4b\u540e\uff0cOTT\u5e7f\u544a\u7684\u5b9a\u4e49\u5c31\u66f4\u5bb9\u6613\u7406\u89e3\u4e86\u3002\u8fd9\u662f\u4e00\u79cd\u5728\u6d88\u8d39\u8005\u89c2\u770b\u6d41\u5a92\u4f53(OTT)\u65f6\u5411\u4ed6\u4eec\u5c55\u793a\u5e7f\u544a\u7684\u505a\u6cd5\u3002\u60a8\u53ef\u4ee5\u901a\u8fc7\u51e0\u79cd\u4e0d\u540c\u7684\u65b9\u5f0f\u505a\u5230\u8fd9\u4e00\u70b9:<\/p>\n
\u7a0b\u5e8f\u5316:\u5728\u8fd9\u91cc\uff0c\u81ea\u52a8\u5316\u88ab\u7528\u4e8e\u901a\u8fc7\u9700\u6c42\u7aef\u5e73\u53f0(dsp)\uff0c\u5982Rocket Fuel\u3001MediaMath\u3001APPNexus\u3001TubeMogul\u7b49\uff0c\u8de8\u591a\u4e2a\u7f51\u7edc\u63d0\u4f9bOTT\u5e7f\u544a\u3002\u7a0b\u5e8f\u5316\u7684\u6295\u653e\u6709\u66f4\u597d\u7684\u76ee\u6807\u5b9a\u4f4d\uff0c\u800c\u4e14\u6210\u672c\u66f4\u4f4e\uff0c\u4f46\u4f60\u5bf9\u5e7f\u544a\u51fa\u73b0\u7684\u4f4d\u7f6e\u63a7\u5236\u66f4\u5c11\u3002\u5e73\u53f0\u76f4\u63a5:\u5728\u8fd9\u91cc\uff0c\u60a8\u53ef\u4ee5\u76f4\u63a5\u4eceOTT\u8bbe\u5907\u7684\u4f9b\u5e94\u5546(\u5982Roku\u6216Amazon Fire TV)\u8d2d\u4e70\u5e7f\u544a\u3002\u53d1\u884c\u5546\u76f4\u63a5:\u5728\u8fd9\u91cc\uff0c\u4ea4\u6613\u76f4\u63a5\u4e0eOTT\u670d\u52a1\u63d0\u4f9b\u5546(\u6211\u4eec\u7684OTT\u6d41\u5a92\u4f53)\u8fdb\u884c\u7a7a\u5982\u4e0a\u56fe\u6240\u793a)\u3002OTT\u5e7f\u544a\u7684\u76f4\u63a5\u65b9\u5f0f\u53ef\u4ee5\u8ba9\u4f60\u66f4\u597d\u5730\u63a7\u5236\u5e7f\u544a\u7684\u6295\u653e\u4f4d\u7f6e\uff0c\u4f46\u53ef\u80fd\u6210\u672c\u5f88\u9ad8\uff0c\u65e0\u6cd5\u83b7\u5f97\u5e7f\u6cdb\u7684\u66dd\u5149\u3002\u56fe\u7247\u6765\u6e90:<\/p>\n
OTT\u5e7f\u544a\u6709\u54ea\u4e9b\u597d\u5904?\u6709\u5f88\u591a\u539f\u56e0\u5bfc\u81f4\u5e7f\u544a\u5546\u5c06\u5938\u5f20\u7684\u5e7f\u544a\u4f5c\u4e3a\u4e00\u79cd\u6709\u6548\u7684\u521b\u6536\u624b\u6bb5\u3002<\/p>\n
1\u3002\u6839\u636eCox Media\u7684\u6570\u636e\uff0c2020\u5e74\uff0c\u6709\u5e7f\u544a\u652f\u6301\u7684\u6d41\u5a92\u4f53\u670d\u52a1\u7684\u589e\u957f\u7387\u51e0\u4e4e\u662f\u65e0\u5e7f\u544a\u6d41\u5a92\u4f53\u670d\u52a1\u589e\u957f\u7387\u7684\u4e24\u500d\u3002\u662f\u7684\uff0c\u5927\u6d41\u884c\u4fc3\u6210\u4e86\u8fd9\u4e00\u70b9\uff0c\u4f46\u8fd9\u4e00\u8d8b\u52bf\u4ecd\u5728\u7ee7\u7eed\u3002\u4e8b\u5b9e\u4e0a\uff0c2021\u5e74\u7684OTT\u6d41\u5a92\u4f53\u4e0e\u524d\u51e0\u5e74\u76f8\u6bd4\u589e\u957f\u4e86115%\u3002\u56e0\u6b64\uff0c\u8bb8\u591a\u5a92\u4f53\u63d0\u4f9b\u5546\u5f00\u59cb\u610f\u8bc6\u5230\uff0c\u8981\u4e48\u5f00\u59cb\u63d0\u4f9b\u6d41\u5a92\u4f53\u5185\u5bb9\uff0c\u8981\u4e48\u63a8\u51fa\u5e7f\u544a\u652f\u6301\u7684\u670d\u52a1\u7248\u672c\u3002<\/p>\n
2\u3002\u4f46\u6d88\u8d39\u8005\u4e0d\u559c\u6b22\u5e7f\u544a\u3002\u90a3\u4e48\uff0c\u4e3a\u4ec0\u4e48\u5e7f\u544a\u652f\u6301\u7684\u6d41\u5a92\u4f53\u670d\u52a1\u4f1a\u589e\u957f\u5462?\u55ef\uff0c\u6d88\u8d39\u8005\u6b63\u5728\u8f6c\u5411\u6d41\u5a92\u4f53\u5185\u5bb9\uff0c\u8fd9\u6837\u4ed6\u4eec\u5c31\u53ef\u4ee5\u6309\u9700\u89c2\u770b\u89c6\u9891\u3002\u6bd5\u7adf\uff0c\u73b0\u5728\u4f60\u53ef\u4ee5\u901a\u8fc7\u6709\u7ebf\/\u536b\u661f\u7535\u89c6\u6765\u505a\u5230\u8fd9\u4e00\u70b9\u3002\u8fd9\u4e5f\u662f\u4e3a\u4e86\u7701\u94b1\u3002\u56e0\u6b64\uff0c\u8fd9\u4e9b\u88ab\u79f0\u4e3a\u201c\u526a\u7ebf\u8005\u201d\u7684\u4eba\u66f4\u559c\u6b22\u770b\u4e00\u4e9b\u5e7f\u544a\uff0c\u5982\u679c\u8fd9\u610f\u5473\u7740\u514d\u8d39(\u6216\u66f4\u4fbf\u5b9c)\u7684\u5185\u5bb9\uff0c\u8fd9\u662f\u6709\u9053\u7406\u7684\u3002\u751a\u81f3\u5728\u5927\u6d41\u884c\u4e4b\u524d\u4e5f\u662f\u5982\u6b64\u3002\u5fb7\u52e4(Deloitte)\u7684\u4e00\u9879\u7814\u7a76\u663e\u793a\uff0c62%\u7684\u6d88\u8d39\u8005\u66f4\u559c\u6b22\u4ef7\u683c\u8f83\u4f4e(\u6216\u514d\u8d39)\u7684\u6709\u5e7f\u544a\u652f\u6301\u7684\u670d\u52a1\uff0c\u800c\u4e0d\u662f\u4ef7\u683c\u8f83\u9ad8\u7684\u65e0\u5e7f\u544a\u670d\u52a1\u3002\u5373\u4f7f\u5728\u65b0\u51a0\u80ba\u708e\u75ab\u60c5\u4e4b\u524d\uff0c62%\u7684\u6d88\u8d39\u8005\u66f4\u559c\u6b22\u66f4\u4fbf\u5b9c\u7684\u3001\u7531\u5e7f\u544a\u652f\u6301\u7684\u6d41\u5a92\u4f53\u670d\u52a1\u3002\u53e6\u4e00\u4e2a\u6709\u8da3\u7684\u4e8b\u5b9e\u662f\uff0c\u6839\u636eNielson\u7684\u8c03\u67e5\uff0c\u6d41\u5a92\u4f53\u5185\u5bb9\u66f4\u5177\u591a\u6837\u6027\u548c\u5305\u5bb9\u6027\u3002<\/p>\n
3\u3002\u5bf9\u4e8e\u4f20\u7edf\u7684\u6709\u7ebf\u7535\u89c6\u5e7f\u544a\uff0c\u552f\u4e00\u7684\u65b9\u6cd5\u662f\u9009\u62e9\u6307\u5b9a\u7684\u5e02\u573a\u533a\u57df(DMA)\u3002\u8fd9\u4e9b\u90fd\u662f\u5f88\u5927\u7684\u5730\u533a(\u6574\u4e2a\u7f8e\u56fd\u53ea\u6709210\u4e2a\u5730\u533a)\uff0c\u8fd9\u610f\u5473\u7740\u4f60\u4e0d\u53ef\u907f\u514d\u5730\u4f1a\u5230\u8fbe\u4f60\u4e0d\u9700\u8981(\u6216\u4e0d\u60f3)\u53bb\u7684\u5730\u65b9\u3002\u901a\u8fc7OTT\u5e7f\u544a\uff0c\u4f60\u53ef\u4ee5\u5b9a\u4f4d:<\/p>\n
\u90ae\u653f\u7f16\u7801(\u5f88\u50cfPPC\u5730\u7406\u5b9a\u4f4d)\u8bbe\u5907\u4eba\u53e3\u7edf\u8ba1\u884c\u4e3a<\/p>\n
\u56fe\u50cf\u6765\u6e90<\/p>\n
OTT\u5e7f\u544a\u6ca1\u6709\u7b2c\u4e09\u65b9cookie<\/p>\n
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