Breaking Down Video Streaming’s Acronyms: SVOD, AVOD, FAST, and TVOD
深入研究视频流领域可能感觉就像在首字母缩略词汤中跋涉. 但随着全球视频流媒体市场在未来十年内有望实现重大增长——估计是这样 21% CAGR between now and 2031熟悉流媒体的各种货币化模式可以帮助品牌将视频流媒体作为主要的收入驱动因素，并改变他们的整体业务.
Video streaming is an umbrella term, 这个行业的许多首字母缩略词让我们了解到不同的分销和收入模式. Below, we’ll break down the big four: subscription video on demand (SVOD), ad-based video on demand (AVOD), free ad-supported TV (FAST), and transactional video on demand (TVOD).
In practice, most platforms adopt a hybrid video-on-demand (HVOD) approach, where they cultivate a strategic mix of SVOD, AVOD, FAST, and TVOD to drive reach, revenue, and engagement. 以亚马逊Prime Video为例，这是一个主要以订阅为基础的平台，它也有广告，并提供特定的视频，供用户分别租用和购买. Therefore, 你可以把这些模型看作是一个更大的媒体组合拼图中独立但兼容的部分.
Subscription Video on Demand (SVOD)
SVOD为消费者提供对内容库的无限制访问，以换取每月或每年的订阅费. 一些平台是无广告的，而另一些平台则提供包含广告的低价套餐. Gated behind a paywall, SVOD destinations are typically perceived as high-quality, 意义平台有责任为客户培育独家和优质的内容, a strong UX, personalization, and additional capabilities. Many of streaming’s biggest behemoths are primarily SVOD-based, including Netflix, Disney+ and HBO Max.
Of all the streaming models, SVOD is the most dominant, with 54% share of total streaming minutes. Market and Research’s 2022 Global SVOD Market Report predicts SVOD subscriptions will increase by 475 million by 2027, reaching 1.68 billion subscriptions and topping $132 billion in revenue.
- Benefits: Exclusive, paid destination services foster a sense of community among subscribers, resulting in enhanced loyalty. And, unlike advertising-based revenue, 基于订阅的收益更稳定，加上平台可以自己决定定价.
- Challenges: Stable earnings depend on subscriber base, but due to their ease-of-use, SVOD platforms are easy for consumers to opt out of. 这意味着平台需要持续投入时间和金钱来制作高质量的内容，以证明其高价点是合理的, retains customer engagement, and attracts new eyeballs.
Ad-Based Video on Demand (AVOD) and Free Ad-Supported TV (FAST)
从无处不在的角度来看，AVOD平台的普及率比SVOD低了一步 quarter of streaming viewership minutes. 盈利模式通过广告产生收入，并且对观众免费. Top players 市场份额方面包括冥王星TV、Tubi、The Roku Channel和孔雀的免费套餐. AVOD is poised to reach $70 billion in global revenue by 2027—a 112% increase from 2021.
Another advertising-based video streaming model is free ad-supported TV (FAST), wherein consumers can watch content in a familiar linear format vs. on demand. There are over 1,400 FAST channels in the U.S. today, and that number is on the rise. The quantity of FAST channels saw a 17% increase in the first half of 2022, with no signs of slowing down.
- Benefits: AVOD and FAST offer content owners an additional low-risk way to monetize IP. By eliminating price barriers, ad-supported models provide 通过多个发行平台访问大规模受众——甚至在自有和运营的应用之外. FAST can also be leveraged 将用户吸引到品牌的应用中，在那里他们可以直接以高价获利.
- Challenges: Advertising revenue may fluctuate more than subscription-based revenue. 同样值得注意的是，在第三方AVOD平台(如YouTube)上托管内容的品牌和创作者面临准入障碍, revenue cuts, and demonetization—making a great case for owned and operated AVOD platforms.
Transactional Video on Demand (TVOD)
TVOD是一种按次付费的系统，消费者可以根据个人情况购买他们想看的内容. Think of buying or renting a movie on Apple TV+, Google Play, or Amazon Prime Video, or purchasing a one-time paid event like a concert or UFC fight. TVOD对于想要销售内容的版权持有者和那些只想为他们要消费的内容付费的消费者来说是非常好的.
Although the TVOD market saw decreasing viewership pre-pandemic, the tides have now turned as the model gears up for a comeback. TVOD is expected to reach $13.25 billion by 2028 and grow at a compound annual growth rate of 8.9% between 2021 and 2028, according to research from Million Insights.
- Benefits: TVOD allows content owners to price content according to its value, thus granting them more flexibility over pricing. 这也是一种无需支付订阅费就能接触到客户的好方法.
- Challenges: Because of the one-off transactional nature of TVOD, 消费者通常只有在寻找特定内容时才会使用该平台. 这使得TVOD服务难以建立平台亲和力，难以形成专属社区. 因此，TVOD通常是品牌SVOD和AVOD战略的补充.
Finding the Right Streaming Model
The above video streaming models are far from mutually exclusive, and many entities leverage several, if not all, concurrently. To determine the most strategic way to monetize content through SVOD, AVOD, FAST and/or TVOD, you’ll need to evaluate the following:
- Content Strategy: Is your content considered premium? At what cadence is it released? Do you produce enough to justify charging consumers a subscription?
- Target Audience: What are their viewing behaviors? 他们是否对价格敏感，或者愿意为对他们重要的内容付费?
- Larger Business Objectives: What are the immediate and long-term goals of your organization, and how can video on-demand contribute to success?
- A Strategic Platform Partner: With the streaming space constantly evolving, 拥有一个技术和业务转型合作伙伴是至关重要的，它可以帮助你在每种盈利模式中导航和找到成功.
With video streaming poised for growth in the years ahead, content owners, rights holders, 媒体品牌应该积极主动地在视频点播领域寻找机会，使流媒体成为其业务持续成功的重要支柱.
[Editor's note: This is a contributed article from Endeavor Streaming. 流媒体接受供应商署名完全基于它们对我们读者的价值.]
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