更新自IBC 2023 -华纳兄弟. 发现着眼于广告视频点播的“巨大机遇”

尽管美国.S market leads the world in terms of ad supported premium content streaming services, 华纳兄弟. 发现 (WBD)认为，欧洲市场即将爆发.

“We call it ‘ad-lite’ and it’s a massive growth opportunity across the industry in EMEA,“利亚·霍珀·罗莎, 该公司的欧洲流媒体主管, 在某次会议上说 IBC 在阿姆斯特丹.

She characterized ad-lite as being of the order of 4-6 minutes of ads per hour rather than the 12-16 minutes per hour for typical FAST channels.

WBD已经推出了广告精简版的发现+ 在德国，计划在更多地区推出. 迪斯尼+ 广告支持的服务将于11月上线.

“It’s a really interesting business model for select markets. I think there will be an increase in ad-lite propositions across Europe and with that we hope to see an increase in the number of SVODs that households are taking,胡珀·罗莎说. “The European average is still under three SVODs per household [versus five in the U.S]. We hope that with the introduction of more lower-priced ad services we get less switching behavior between services and customers begin taking a broader sweep of streaming choices.”

She stressed the need to focus on getting the right ad product experience for European audiences bred on public service broadcasts. “You can’t just jam ads into every piece of content,” she said. “你需要定制广告产品.”

WBD has been on quite a journey this past year toward internal integration and launching or revising streaming platforms. 流媒体应用程序马克斯是在美国推出的.S, Hooper has responsibility for this rollout in EMEA due in the new year.

“到目前为止, they’ve taken the tech stack of HBO 马克斯 and that of 发现+ and created 一个新的 tech stack for 马克斯. 这只是美国的情况.S. In EMEA, we still have 发现+ and HBO 马克斯 on separate legacy tech stacks,” she says. “Part of the process of global rollout - to LATAM and APAC as well as Europe, 让技术团队和产品团队保持一致. It’s going through all the different components of the tech stack and picking the best of both worlds.”

她指出，设计系统就是一个很好的例子. “The look and feel of the brand that existed on HBO 马克斯 has been transferred to 马克斯. It had an inherent flexibility that could be easily integrated across partner integration systems. Another super important part of our integration was the underlying code that was built for 发现+ because that was seen as more robust and able to give us greater flexibility. 它被传送给了麦克斯.”

三硝基甲苯体育更新

三硝基甲苯体育双方是合资企业吗 BT的运动以及在发现+上播放的《百家乐软件app最新版下载》. 现在正在显示欧足联冠军联赛 matches on 发现+ in the UK and Ireland. In October, the BT的运动s app will close and 发现+ becomes the sole app until the 马克斯 launch.

“You can add 三硝基甲苯体育 to your subscription if you are a 发现+ customer. All the content previously under BT的运动 is now flowing through 三硝基甲苯体育 including 英超联赛和新的冠军联赛胡珀·罗莎说.

定制的操作

Also on the panel with Hooper Rosa was Lisa Watts, Manager of Partner Operations at YouTube 黄金通道. 去年11月，YouTube黄金时段推出了40个频道, 今年早些时候在德国有10个频道. 由于欧洲不像美国那样同质化.S.，在推出方面存在一些差异.

“European broadcasters tend to use different standards for metadata and delivery processes than the U.S., so you never really know what you’re going to find until you start doing the deliveries,瓦茨说. “The earlier my team is able to get into discussion with partners, 集成就越容易. 甚至在交易前阶段, it’s really important we understand where we might get stuck, 不是在最后一刻. 例如，我们如何计划接收线性流. Those willing to test with us early in those pre-deal stages are the best partners for us.”

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