2023年12月18日
By 维萨姆Sabbagh 首席执行官 & 创始人Mangomolo
博客

Deploying a Hybrid Monetization Strategy: Simplicity, Agility and Visibility in Content Management

Flexibility and adaptability are essential for monetizing video content in new markets and in new ways. No one monetization model will serve all audiences or support the monetization of every type of content. This means providers have to be ready to shape their offerings to meet audience expectations and capture new revenue. 否则，他们将失去增长机会，同时失去受众.

危险在于盈利模式与消费者期望不一致. Subscription models that work in developed and affluent markets might alienate audiences in lower-income markets where advertising-based monetization is a better fit. 类似的, high-value content like a new Hollywood release can be monetized via a one-off rental or purchase, while a terrestrial TV show is better suited to the Fast Ad-Supported Streaming Television (FAST) model or simply an AVOD model.

What matters is that providers are thinking strategically about how they monetize content in unique markets and deploy management platforms that support hybrid monetization. 在竞争激烈、瞬息万变的市场中, they need the freedom to continually adapt to user behaviors and enter new markets with different monetization models. Just like how localization is now key on the content level for platforms targeting different markets, it has become essential to look at different monetization strategies for different markets.

全球OTT视频市场的收入预计将达到434美元.到2027年将达到50亿美元，复合年增长率为16%.5%，根据… MarketsandMarkets. 如果提供商能够吸引新的受众，他们就有机会利用这种增长, 赢得用户, 并通过不断学习和发展他们的产品来留住观众. Hybrid monetization empowers players in the OTT space to get creative about the bundles and offerings they are delivering and use analytics to drive their decision-making.

客户体验和盈利模式

货币化不仅仅是关于组织的底线或投资回报(ROI)。. 它与客户体验直接相关. 供应商关注其目标市场的人口统计数据至关重要, 消费者和文化规范以及可支配收入. Monetization models shape experiences often from a consumer’s initial engagement with a provider.

Providers work hard to attract and engage new audiences and have to be wary of putting off audiences by misaligning perceived content value and the monetization model. 什么被认为是高价值和必要的观看，在不同的市场可能会有很大的不同.

印度观众对内容的消费方式与北美观众不同. The question for providers is are they are ready to analyse this with data and bring some precision to their offerings? This means that providers must have the agility to develop different packages based on the content type and how it can be monetized, 例如, 为优质内容付费.

Misaligning content with monetization models impacts audience engagement and in turn revenue as well as marketing ROI. Providers must win audiences over every step of the way and that includes the monetization phase.

权力在平台上

正确的混合盈利策略始于OTT视频管理解决方案. Platforms have to be able to support multiple monetization models within a single experience. 这使得供应商可以不断调整他们的产品以适应市场, 受众和内容，而无需部署多个解决方案或集成. Enabling different monetization models shouldn’t be complicated, timely or costly for providers.

在内容管理平台中, a provider must be able to deploy these models with the same experience and ease of delivery:

基于广告的视频点播(AVOD Relies on advertisers to generate revenue while users access the content for free in exchange for viewing advertisements, 例如, YouTube.

交易视频点播(TVOD) - Users are charged a one-time fee for a certain allotted number of views crossed with device concurrency limitations, 例如, 举办新上映的电影或现场活动.

订阅-视频点播(SVOD) 允许用户访问内容，每周收取经常性费用, 每月或每年取决于服务, 例如, 网飞公司.

免费广告支持的线性流媒体电视(FAST) - These channels combine traditional lean-back television with OTT capabilities like custom content curation. 他们免费获得有针对性的广告.

A combination of all of the above with different audiences and markets in mind drives a hybrid monetization strategy. 同时, having multiple payment gateways within a single platform enables further tailoring of services to markets, 受众和内容. An OTT platform has to offer a range of different payment gateways to enable providers to offer audiences recognizable and easy payment options. For example, debit or credit cards are commonly used in some countries but are rarely used in others. They need to be prepared to accept payments via a variety of means to ensure customer experiences remain simple, 无缝的, 和端到端.

Rather than limiting their targeting pool by not being able to integrate a variety of payment methods, providers can deploy a hybrid model and offer several payment gateways for different customers. This immediately enables providers to easily cater to audience needs and expand their services.

All of this has to be underpinned with analytics and business intelligence that provides visibility into audience behaviors, 观看习惯, 内容盈利能力. 分析驱动围绕盈利的优化和决策. This level of access to data and analytics allows providers to continually evolve offerings and retain viewer loyalty and engagement. 结合集成一个混合模型, 这使供应商处于加速增长和创造收入的最佳位置.

The result is a data-driven approach to monetising video content with the ability to adapt, 调整和改变以满足观众的需求. 在单个平台内, 提供者可以尝试不同的模型, test offerings and change without needing to invest new resources in integrations or developments. 有了合适的平台, 混合货币化加速了用户增长, 增加观众的满意度, 并带来新的收入机会.

[编者注:这是来自 Mangomolo. 流媒体接受供应商署名完全基于它们对我们读者的价值.]