随着生态系统的成熟，战略的变化有多快
随着我们顺利进入FAST 2时代.0, will the strategies that brought FAST success in its early days still pay off and ensure continued growth? 现在是FAST先锋们重新创新的时候了吗? And what can the success of primetime YouTube channels teach FAST brands about evolving their strategic roadmap in a mature, 少了狂野西部式的FAST生态系统? Evan Shapiro, CEO, ESHAP，与首席商务官卡梅伦·萨莱斯讨论了这些问题， 值得信赖的媒体品牌克里斯·奈特，总裁 & CEO, Gusto全球传媒和Evan Bregman，流媒体总经理， Tastemade in this clip from 流媒体连接2023.
Shapiro mentions that 值得信赖的媒体品牌 were innovators and early movers in FAST. 他问萨利斯:“你是如何模仿先发优势的? How are you emulating that innovation cycle in your business now that you see the changing nature of the ecosystem take hold?”
Saless emphasizes that building brand equity is essential for any media business due to the abundance of choices. “We're not just taking the content that we have in these different platforms and slapping it on FAST,” he says. “我们组建了一支来自电视行业的团队. We build television shows and formats that are talent-driven with high production value. 所以你必须创造一种不同的体验, 然后你要想办法支付这些费用. 其中一部分是包装. We're doing really big deals with folks like Toyota and KitchenAid where we're helping them reach audiences in various ways, and going forward, 我们想深入研究这个问题.”
Gusto TV的克里斯·奈特说, “We're working on four different co-productions with four different platforms.”
Shapiro says, “So, just to clarify, you're making different shows for distribution partners that would air on your channels and their platforms?”
“If there's a show that resonates with a particular platform partner, we co-produce it,” Knight says. “We split the costs.” This further underscores the importance of using co-productions with different platforms to differentiate themselves and generate income.
Tastemade的Evan Bregman谈到了不断发展的“渠道”概念,” which now include branded pages with free and paywall content that can be consumed in various ways. “如果你想看到一个频道的未来,” he says, “我强烈建议每个人都花点时间看看这些 YouTube channels 都有黄金时段的频道. The NFL 显然是大的那个. 还有很多其他的，包括 Tastemade，那里有黄金时段频道. 这就是未来频道的样子. 这是一个有免费和付费内容的品牌页面. It has a short-form and mid-form content that's distributed in various different ways. It's merchandised in such a way as to lead you into a paid experience clearly, 但是你可以以任何你想要的方式消费这些内容. The key to that, 就像卡梅伦(萨莱斯)说的那样, is you are familiar with the brand and coming there to consume from that brand.”
Watch full sessions 来自流媒体连接2023年11月. 流媒体连接2024 is also currently running through February 22. Register here. 我们将于2024年5月20日至22日亲自回来参加纽约流媒体大会. More details here.
Related Articles
2024年是最终选举年. 包括美国在内，共有91个国家加入了该组织.S., the U.K.美国、印度和27个欧盟国家将举行选举. In this context, it's no surprise to witness platforms and news outlets finessing their FAST channel strategy. 在这方面，BBC新闻快速频道的推出恰逢其时. BBC新闻现在可以在Pluto TV等平台上作为FAST频道收看, Samsung TV Plus, Xumo Play, VIZIO, and more.
25 Apr 2024
Tubi, 福克斯公司的广告支持流媒体服务, released findings from The Stream 2024: Streaming Insights for Marketers. 在今年的报告中, Tubi, 与哈里斯民意调查合作进行调查的人, provided a deep dive into the behaviors and preferences of today's streamers to help inform marketing strategies. 流媒体的泰勒·内斯勒采访了Tubi的辛西娅·克莱文格, B2B营销高级副总裁, 关于该报告的许多主要发现及其揭示的内容
04 Apr 2024
What do Walmart's recent acquisition of Vizio and rumors of Amazon Prime absorbing Freevee tell us about the state of the FAST ecosystem? How can companies like Tubi and Fremantle optimize their FAST offerings in a shifting media landscape? Tubi's Sam Harowitz and Fremantle's Laura Florence offer their takes in this discussion with Media Cartographer Evan Shapiro at 流媒体连接2024.
03 Apr 2024
Google TV Senior Director of Engineering Shobana Radhakrishnan discusses ongoing shifts in M&E content consumption like the growth of CTV and streaming relative to traditional linear broadcast, 流媒体内容市场的持续分化, and how the transition to more advertising-based monetization models will impact the overall revenue picture in 2024-26 in this clip from her Streaming Media Connect keynote.
23 Feb 2024
从FAST的早期开始, the agility and strategic innovation that are hallmarks of startups and niche content companies have been critical to success in the FAST world. As the Independent Streaming Alliance (ISA) emerges to heighten the advocacy of niche FAST providers, ESHAP的埃文·夏皮罗报道, TMB的卡梅伦·萨莱斯报道, and Gusto TV's Chris Knight discusses how the FAST market began and has matured around nimble startups in this clip from 流媒体连接2023.
31 Jan 2024
It's well-established that the FAST market matured in the US years earlier than in Europe and other parts of the world. 但随着欧洲市场的增长, 它的发展是否与美国市场相同, and are there lessons in where the US market stumbled that inform FAST strategy in Europe? Streaming Made Easy newsletter author Marion Ranchet and ESHAP的埃文·夏皮罗报道 discuss the state of the FAST ecosystem in Europe in this clip from 流媒体连接2023.
22 Jan 2024
在没有订阅收入的情况下，订阅SVOD服务, what's the ideal balance of original and licensed programming for FAST brands, 小型和大型供应商有什么不同? ESHAP的埃文·夏皮罗报道, 来自TasteMade的Evan Bregman, and Chicken Soup for the Soul's Philippe Guelton dissect the intricacies of FAST monetization-particularly for niche outfits-in this clip from 流媒体连接2023.
19 Jan 2024
所有关于FAST 2的讨论.0 and the explosion of FAST channels to the point of approaching market saturation, FAST的自我改造是否已成定局, 甚至在这个节骨眼上也不明智? What are the new and emerging FAST growth strategies that are driving growth today, 与一两年前不同? And how have the strikes in Hollywood that consumed at least 2 quarters of the year impacted channel and content development?
07 Nov 2023