2023上半年視頻市場(chǎng)報(bào)告（英）

1H2023VIDEO

MARKETPLACE

REPORTTHEGROWTH

OF

HYBRID

VIDEO

ONDEMANDThe

FreeWheel

Video

Marketplace

Report

(VMR)

highlights

thechangingdynamicsofhowenterprise-class

content

owners

anddistributorsaremonetizingpremium

digital

videocontent.The

data

set

used

for

thisreport

isoneof

thelargest

available

on

theusageandmonetizationof

professional,rights-managedad-supported

videocontentworldwide

andisbasedonaggregated

advertising

data

collected

throughtheFreeWheel

platform.In

thiseditionof

the

VMR,

we

explore

videoadvertising

trendsfor

the

?rsthalf

of2023(1H

2023).

This

report

includes

?ndings

that

buildon

theinsightsunveiled

in

theprevious

VMR(2H

2022)

and

willincludenewinsights

for

theUnitedStates

(U.S.)

andEurope

(EUR).*1H2023#FreeWheelVMR*European

countries

included:

Belgium,

Estonia,

Finland,

France,

Germany,

Italy,

Latvia,

Lithuania,Netherlands,

Spain,

Nordics,

andthe

United

KingdomTABLE

OF

CONTENTSIntroduction

........................................................................................

4Key

Takeaways

....................................................................................

5Ad

Growth

Persists

............................................................................

6Where

Audiences

AreWatching

.......................................................

7Re?ning

TheViewerExperience.....................................................

11Audience

Targeting

..........................................................................

12What

Audiences

AreWatching

.......................................................

13Programmatic

Snapshot

................................................................

15Conclusion

.........................................................................................

19About

TheAuthors

..........................................................................

20Glossary

..............................................................................................

21Sources

.............................................................................................

223

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FreeWheel

VMR

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1H2023

|

#FreeWheelVMR?2023FreeWheel,

A

ComcastCompany.

Allrightsreserved.INTRODUCTIONPublisher

andconsumer

needshave

convergedtocreate

a

newageofpremium

video,

withad-supported

videoondemand(AVOD)

platforms

growingtocomplement

subscription

videoondemand(SVOD).

Publishersare

nowprioritizingrevenue

growthandpro?tability

rather

than

focusing

heavily

onsubscriber

growth.Simultaneously,

many

consumersare

looking

tokeep

householdstreaming

costsmanageableas

they

addservices.

The

result?

Anincrease

inad-supportedsubscription

tiers.mixofo?ers

–

usually

includinga

discountedsubscription

tier

thatcontains

ad-supportedcontent

as

well

aspaid/free

o?ers,

with/withoutsubscription

fees.

Assubscription

servicesexpand

theuseofadvertising,

publishersmustlook

toward

creating

optimalviewer

experiences

across

devices

andcontent

types.This

season's

Video

Marketplace

Report

explores

topicsimportantto

today's

premium

videoecosystem,

includingad

view

growthinboth

theUnitedStates

andEurope,

theimpactofscreen

sizeon

viewer

experience,

a

snapshot

ofprogrammatic

transactions,as

well

asa

glimpseinto

howFreeWheel's

new

ViewerExperienceLabcanhelpbolster

future

consumer-focused

insights.This

mixed

approach

iscalledhybrid

videoondemand(HVOD),

anewindustry

term

forhowconsumersare

engaging

withpremiumvideo.

HVOD

describes

videoondemandplatforms

that

have

a4

|

FreeWheel

VMR

|

1H2023

|

#FreeWheelVMR?2023FreeWheel,

A

ComcastCompany.

Allrightsreserved.KEY

TAKEAWAYSAsHVOD

Grows,

Advertising

Remains

Core1BUSINESSMODELS

AREEVOLVING:

Hybrid

videoondemand(HVOD)

servicesare

becomingmore

prevalent

in

theshift

toward

amore?nancially

sustainableapproach

to

thestreaming

business.23AD

VIEWERSHIP

CONTINUES

TO

GROW:

Ad

view

growth

hasincreased

at

a

healthy

rate

inboth

theU.S.

(6%)

andEUR(15%)duringatimeofindustry-wide

change.VIEWEREXPERIENCEREMAINSESSENTIAL:

Optimization

ofthe

viewer

experience

isofincreasing

importance,asaudiencesare

inundated

withchoices.45SCREENSIZEMATTERS:

81%ofU.S.

and53%ofEURad

viewsoccur

onlarge

screens.PRECISION

WILL

HELP

FUEL

ENGAGEMENT:

Targeting

basedonaudiencecharacteristics

(behavioral,

demographic)

hasexpanded+80%

year-over-year(YOY)

in

theU.S.5

|

FreeWheel

VMR

|

1H2023

|

#FreeWheelVMR?2023FreeWheel,

A

ComcastCompany.

Allrightsreserved.ADGROWTHPERSISTSDuring

the

?rsthalf

of2023,both

theU.S.

andEURhadhealthy

ad

view

growthonpremium

video.

Holistically,theU.S.

andEURexperienced

9%

YOY

growth,

withEUR,onceagain,seeinggrowth

in

thedouble-digits.

This

increase

continues

theoverall

upwardtrend

inad

views

seenover

thepast

four

years.CHART

1AD

VIEW

GROWTHDownload1H2022

vs.

1H20236%15%YOY9%+YOY++YOYUnitedStatesEuropeU.S.

+EURSource:

FreeWheelVideo

Marketplace

Report,

1H

2023.The

Growth

ofHybridVideo

On

Demand.6

|

FreeWheel

VMR

|

1H2023

|

#FreeWheelVMR?2023FreeWheel,

A

ComcastCompany.

Allrightsreserved.WHERE

AUDIENCES

ARE

WATCHINGAudiencesin

theU.S.

andEURhave

signi?cantly

di?erenthabits

whenchoosingdevices

to

watch

ad-supportedcontent.

Large-screen

viewing

through

CTV

andSTBplatforms

makes

up81%ofad

views

byU.S.

audiences.InEUR,audiencesare

more

balanced

whenchoosingbetween

large

(53%)

versus

smallscreens

(47%).Determining

theoptimal

viewer

experience

fordi?erenttypesofdevices

issomething

premium

publisherscarefully

consider.Content

streaming

onmobiledevices

isoften

where

publisherscraft

speci?cadchoreographies

tokeep

viewers

engaged,whilelarger

screens

allow

formore?exibility

innumber

ofcommercial

breaks

andnumber

ofads

withina

singlebreak.CHART

2AD

VIEW

COMPOSITIONBY

DEVICEDownload1H2023U.S.76%CTV5%13%6%DesktopSTB

VOD

MobileEUR26%CTV27%STB

VOD32%Mobile15%DesktopSource:

FreeWheelVideo

Marketplace

Report,

1H

2023.The

Growth

ofHybridVideo

On

Demand.7

|

FreeWheel

VMR

|

1H2023

|

#FreeWheelVMR?2023FreeWheel,

A

ComcastCompany.

Allrightsreserved.CHART

3ADCOMPOSITIONBY

CTV

DEVICEDownload1H2023UnitedStates44%Roku16%Fire

TV12%Smart

TVs6%Chromecast3%GamingConsoles19%OtherEurope9%Roku26%Fire

TV24%Smart

TVs4%Chromecast7%30%OtherGamingConsolesSource:

FreeWheelVideo

Marketplace

Report,

1H

2023.The

Growth

ofHybridVideo

On

Demand.8

|

FreeWheel

VMR

|

1H2023

|

#FreeWheelVMR?2023FreeWheel,

A

ComcastCompany.

Allrightsreserved.CHART

4UnitedStatesEuropeCTV

ANDMOBILEAD

VIEW

GROWTH1H20231H20221H20221H2023CTVCTVDownload11%28%++1H2023YOYYOYDEEP

DIVEINTO

CTV

ANDMOBILEGROWTH1H20221H20221H2023Regardless

ofscreen

size

preference,theU.S.andEURhave

both

seenCTV

andmobilegrowby

double-digits

YOY.MobileMobile19%13%++1H2023YOYYOY9

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FreeWheel

VMR

|

1H2023

|

#FreeWheelVMRSource:

FreeWheelVideo

Marketplace

Report,

1H

2023.The

Growth

ofHybridVideo

On

Demand.?2023FreeWheel,

A

ComcastCompany.

Allrightsreserved.DistributionBreakdownTV

Everywhere

or

TVE(authenticated

streaming

servicesaccompanying

a

cable/satellitesubscription)

remains

themostcommondistributionplatform

typeinboth

theU.S.

andEUR.However,

di?erences

indistributionplatform

usagebetween

thesegeographic

regionspersist.

This

isprimarily

due

toEUR's

(France

inparticular)

signi?cant

useofSTB

devices.TRENDSINSERVICE

BUNDLESAsaudiencesnavigatea

fragmentedmarket,OTTstreamingbundlingisonemechanism

tostreamlineaudiencesubscriptionmanagementandreducecosts

for

consumersandmediacompanies.According

to

Variety's

Streaming

Service

Bundlesreport,streamingbundleshave

evolved

to

two

forms:CHART

5AD

VIEWS

BY

DISTRIBUTION

PLATFORM1H2023Download1||"softbundling"

whereonepaymentprovidesaccess

tomultipleseparateapps

thatareownedbyonespeci?ccompany,

andUnitedStates53%Europe2"hardbundling"

whichmorede?nitivelycombinesmultipleapps

fromacompany'sportfoliointoasingular

o?ering

withoneaccesspoint.147%Operator

Authentication19%OTT81%Operator

AuthenticationOTTMorerecentheadlinesexemplify

further

servicebundlingopportunitiesasCharter

andDisney

reachanagreement

too?er

theDisney+ad-supported

tierwithSpectrum

TV

SelectandESPN+

withSpectrumTV

SelectPlus.Bundledo?erings–historicallyutilizedinlinear

television–areexpandinginto

thedigitalpremium

videosphere.211.7%DigitalContentAggregator55%TVE23%FAST18%DTC41%TVE7%FAST26%STB

VOD6%DigitalContentAggregator6%vMVPD6%STB

VODAdviews

on

OTTinclude

SVOD

streaming

serviceswith

adtiero?erings.10

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FreeWheel

VMR

|

1H2023

|

#FreeWheelVMRSource:

FreeWheelVideo

Marketplace

Report,

1H

2023.The

Growth

ofHybridVideo

On

Demand.?2023FreeWheel,

A

ComcastCompany.

Allrightsreserved.REFININGTHE

VIEWEREXPERIENCEOptimizing

the

consumer

viewing

experience

is

an

importantfactor

for

media

companies,

considering

that

both

publishersand

advertisers

bene?t

whenaudiencesare

satis?edandengaged

with

their

ads.

As

HVOD

tiersexpand

–

ad

quantity,quality,

and

relevancyare

three

key

elements

to

creating

agood

viewer

experience.3ad-supported

video,

themajority

ofaudiencedrop-o?

occursduringcontent,

not

ads.Only

22%ofdrop-o?

onlong-formcontent

occursduringads

witha

slight

increase

to30%onshort-form

content.4

This

suggests

that

advertising

doesnotdrastically

alter

aviewer's

engagement

or

timespent

watching,aslongas

theoverall

adexperience

aligns

with

thepremiumnature

of

thecontent

being

viewed.How

do

today'spremium

videoaudiencesreact

toad-supportedcontent?FreeWheelexplored

theimpactadvertisinghason

theviewer

experience

for

Europeanaudiencesand

found

that,onTo

further

explore

improving

viewer

experience,

FreeWheelintroduced

theFreeWheel

Viewer

ExperienceLab

earlier

this

year.11

|

FreeWheel

VMR

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1H2023

|

#FreeWheelVMR?2023FreeWheel,

A

ComcastCompany.

Allrightsreserved.AUDIENCETARGETINGCHART

6AUDIENCE1H20221H2023TARGETING80%+GROWTH

YOYYOY1H2022

vs.

1H2023,U.S.

OnlyIn

theU.S.,there

hasbeenan+80%increase

inimpressions

thatutilize

audience

targeting.

The

overarchingtrend

toward

re?ning

theviewer

experience

canbeseen

with

thispush

toward

relevancy

in

theadsservedtoindividual

viewers.DownloadWhencompared,

theU.S.

andEURcontinue

toseeinverse

approachestoaudience-targeted

campaigns.Itis

far

more

common

forU.S.advertisers

to

target

audiencesegments

bybehavioral

indicatorswhileEURadvertisers

are

more

likely

toutilize

demographic

targeting.InEUR,

there

islessdata?uidity

due

tostringent

data

regulations(such

asGDPR)whichlimits

theability

toutilize

behavioral

targeting.Asa

result,

targeting

ismore

often

demo(age/gender...)

based.CHART

768%BEHAVIORAL32%DEMO31%BEHAVIORAL69%DEMOAUDIENCE

SHAREOF

TARGETEDCAMPAIGNS1H2023U.S.EURDownloadSource:

FreeWheelVideo

Marketplace

Report,

1H

2023.The

Growth

ofHybridVideo

On

Demand.12

|

FreeWheel

VMR

|

1H2023

|

#FreeWheelVMR?2023FreeWheel,

A

ComcastCompany.

Allrightsreserved.WHAT

AUDIENCESARE

WATCHINGForad-supported

VOD,themajority

ofad

views

occur

withinlong-formcontent.

The

expansion

ofhybrid

streaming

o?erings

hasincreasedlong-form

adopportunities.U.S.

streaming

ad

views

are

evenly

splitacross

live

and

VOD.

InEUR,live

accounts

foronly

18%.One

factor

in

this

variance

is

thepopularityofFAST

channelsin

theU.S.

ascompared

toEUR

where

FAST

adoptionisslower

andlinear

television

hasa

stronghold.CHART

8AD

VIEW

COMPOSITIONBY

CONTENT

TYPEDownload1H202330%SHORT-FORM25%SHORT-FORMU.S.EUR54%LIVE46%VOD18%LIVE82%VODVODVOD70%LONG-FORM75%LONG-FORMShort-formvideo

is

classi?ed

asvideo

content

under6

minutes

in

duration.Source:

FreeWheelVideo

Marketplace

Report,

1H

2023.The

Growth

ofHybridVideo

On

Demand.13

|

FreeWheel

VMR

|

1H2023

|

#FreeWheelVMR?2023FreeWheel,

A

ComcastCompany.

Allrightsreserved.ScreenSizeViewingHabitsfor

VOD

vs.

LiveCHART

9AD

VIEWS

BY

DEVICE:

CONTENT

TYPE1H2023DownloadVODLiveU.S

audiencesdonot

drastically

adjust

their

choiceofscreen

size

whether

they

are

watching

VOD

or

live

content.VOD

in

theU.S.

isprimarily

watched

onlarge

screens

(76%)across

CTV

andSTB

combined,

whilelive-streaming

iseven

more

likely

tobe

viewed

onCTV

(87%).

Overall,

U.S.viewers

gravitate

toward

large

screen

devices.64%CTV12%STB

VOD16%Mobile8%DesktopU.S.87%CTV10%Mobile3%DesktopEuropean

audienceshave

a

more

balancedsplitbetweensmall(44%)

andlarge

screens

(56%)for

VOD

content.

Theirsmall-screen

viewing

increases

to69%across

mobileanddesktop

when

watching

live.VOD26%CTV30%STB

VOD31%Mobile13%DesktopEURLive31%CTV40%Mobile29%Desktop14

|

FreeWheel

VMR

|

1H2023

|

#FreeWheelVMRSource:

FreeWheelVideo

Marketplace

Report,

1H

2023.The

Growth

ofHybridVideo

On

Demand.?2023FreeWheel,

A

ComcastCompany.

Allrightsreserved.PROGRAMMATICSNAPSHOTProgrammatic

ad

views

in

theU.S.

have

increased

21%

YOY,sustainingimpressive

growth.

Asprogrammatic

usageexpands,industry-wide

challengeshave

emerged

in

theU.S.

andEUR.1||Buyers

are

looking

formoretransparent

anddirect

pathstopublishersso

that

they

canbecon?dent

they

are

buyingtrueimpressions

from

real

viewers.2Programmatic

transactionsexpandbuyers'access

tosupply,yet

anindustry-wide

lackofmetadata

standardization

forCTV

andSTB

inventory

limitsmonetization

potential.The

industry

is

working

toward

untangling

thesechallengessothat

programmatic

continues

topush

forward

ingrowing

valuableimpression

opportunities.15

|

FreeWheel

VMR

|

1H2023

|

#FreeWheelVMR?2023FreeWheel,

A

ComcastCompany.

Allrightsreserved.CHART

10PROGRAMMATIC1H20221H2023AD

VIEW

GROWTH

YOY1H2022

vs.

1H2023,U.S.

OnlyDownload+21%YOYCHART

11PROGRAMMATIC

AD

VIEWCOMPOSITIONBY

DEVICEU.S.EUR1H202385%CTV2%

9%STB

VOD

Mobile4%DesktopDownload18%CTV21%STB

VOD42%Mobile19%DesktopSource:

FreeWheelVideo

Marketplace

Report,

1H

2023.The

Growth

ofHybridVideo

On

Demand.16

|

FreeWheel

VMR

|

1H2023

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#FreeWheelVMR?2023FreeWheel,

A

ComcastCompany.

Allrightsreserved.CHART

12PROGRAMMATIC

BY

CONTENT

TYPE1H2023Download64%LIVE36%VOD9%LIVE91%VODU.S.EURProgrammatic

magni?es

thedi?erences

between

U.S.

andEURad

view

composition,

with64%ofU.S.

programmatic

ad

viewshappeninginlive

viewingenvironmentsandasigni?cantmajorityofEURprogrammatic

ad

views

happeningon

VOD

at

91%.Source:

FreeWheelVideo

Marketplace

Report,

1H

2023.The

Growth

ofHybridVideo

On

Demand.17

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FreeWheel

VMR

|

1H2023

|

#FreeWheelVMR?2023FreeWheel,

A

ComcastCompany.

Allrightsreserved.CHART

13CHART

14PROGRAMMATIC

VS.NON-PROGRAMMATICPROGRAMMATICVIEWS

BY

DEAL

TYPE1H20231H2023DownloadDownload35%PROGRAMMATIC21%GUARANTEEDU.S.U.S.65%NON-PROGRAMMATIC79%NON-GUARANTEED19%PROGRAMMATIC53%GUARANTEEDEUREURPROGRAMMATIC'S

MISSINGPIECE

IS...81%NON-PROGRAMMATIC47%NON-GUARANTEEDFreeWheelhascompiledacomprehensiveGuide

toProgrammaticMetadata,

withactionablesolutions

toaddressCTV

andSTBmetadataobstacles.DownloadtheProgrammaticMetadataGuide

tolearnmore.Programmatic:

Programmatic

and

Marketplace

Platform

Exchange

(MPE)Guaranteed:

Dealtype

includes

Programmatic

DirectNon-Guaranteed:All

otherprogrammatic

dealtypesNon-Programmatic:Direct

Sold,

ResellerSold,and

Marketplace

Platform

Private

(MPP)18

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FreeWheel

VMR

|

1H2023

|

#FreeWheelVMRSource:

FreeWheelVideo

Marketplace

Report,

1H

2023.The

Growth

ofHybridVideo

On

Demand.?2023FreeWheel,

A

ComcastCompany.

Allrightsreserved.CONCLUSIONAmidpersistent

industry

change,

thepremium

videoadmarket

remainedresilient

in

the

?rsthalf

of2023asad

views

grew9%

YOY

across

theU.S.andEUR.

Advertising

opportunitiescontinue

toincrease

with

thegrowth

ofHVOD

o?erings

driven

by

publisher

shiftsandconsumer

behavior.

Asmoresubscription-basedstreaming

platforms

incorporate

ad-supportedcontent,advertising

remains

coreto

thepremium

videoecosystem.Viewer

experienceisincreasinginimportanceas

therearemoreopportunitiestoreach

viewers

in

this

timeofhybrid

expansion.

According

torecentresearchfrom

Comcast

Advertising,

theexperience

of

viewing

adsinanondisruptive

manner

matters

toconsumers.3

Device

screen

size,

contenttype(VOD

vs.

live),

anddistributionplatform

are

amongst

theimportantfactors

that

inform

how

toshape

theadexperience.

While

theU.S.

andEURhave

inverse

approaches

to

targeting

basedonaudiencecharacteristics,behavioral

anddemographic-based

targeting

isanother

wayin

whichamore

personalized

andoptimized

experience

canbeo?eredto

viewers.Meantime,

programmatic

continues

to

face

transparency

andmetadatastandardization

challengesevenwhile

the

transaction

type's

ad

views

saw

ahealthy

21%

YOY

increase

in

theU.S.There

isa

growing

call

toactionacrossthesupply

chain

tocome

together

tosolve

theseissues

whilesimultaneouslysupportingprogrammatic's

growth.19

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FreeWheel

VMR

|

1H2023

|

#FreeWheelVMR?2023FreeWheel,

A

ComcastCompany.

Allrightsreserved.ABOUT

THE

AUTHORSBRIDGET

GREANEYEMMANUEL

JOSSERANDHIFZA

RAHIMHANNA

TRANLEESINGLETARYConsultant

on

the

AdvisoryServices

team,identifying

andresolving

uniquechallengesfaced

bymediaclients

acrosspremium

video.

Prior

toFreeWheel,Bridget

spent

many

years

ontheproduction

sideof

the

?lmand

television

industry,

latercompletingher

Master's

degreeinBusiness

Administration.Sr.

Director,Agency,

Brand

&Industry

Relations,

EmmanuelleadsFreeWheel's

advocacye?orts

inEuropethrough

variousbuy

andsell-sidecouncilsandforum,

tochampion

the

value

ofthepremium

videoeconomy

andTV

asa

marketing

platform.Senior

Consultant

on

theDirector,Advisory

Services,Sr.

Manager,

Brand

&

IndustryRelations,

Lee

leadscontentstrategy

at

Comcast

Advertising,FreeWheel's

parent

company.

Healsomanages

thebuy-sideAdvisory

Services

team,

workingwithmediaclients

todelivernetworkoptimization,

inventorymonetization

andprovidereporting

andanalyticsinsights.Prior

toFreeWheel,

she

workedin

the

Telco

industry

andHannaleadsFreeWheel's

AdvisoryServices

team,

where

shehelpsclients

navigate

theever-evolvingpremium

videoecosystem.Her

areas

ofexpertise

includechangemanagement

analysis,operation

strategy,

andscalingoforganizational

capabilities.Prior

toFreeWheel,

Hanna

worked

in

the?nancialservicesindustry.industry

councilaimedatdeepeningrelationships

withadvertiser

clients

andadvocatingforindustry

advancement.

Leebeganhiscareer

asa

journalistandlauncheda

streaming

newschannel

for

abroadcast

TV

station.completed

her

Master's

degreeinComputer

Science.20

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FreeWheel

VMR

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1H2023

|

#FreeWheelVMR?2023FreeWheel,

A

ComcastCompany.

Allrightsreserved.GLOSSARYAd

View

–Occurseach

timeanadisdisplayedFAST(Free

Ad-SupportedStreaming

Television)

–

Ad-supportedlivestreaming

withoutasubscription(e.g.,

Xumo,

Tubi,

Pluto

TV)Publisher

–Owner

or

licensor

of

content(contentrightsowner)Short-Form(Clips)

–

Videocontentless

than6minutesAVOD

(Ad-Supported

VideoOnDemand)

–

A

streaming

videoservicethato?ers

viewersaccess

toa

freecatalogueof

ondemandcontentandcontainsadvertisementsGuaranteedDeals

–

A

transactionpriority

thatensuresavailablesupplybyguaranteeingpurchaseof

asetnumber

of

impressionsSTB

VOD

(Set-Top

Box

VOD)

–

Accompaniesacable/broadcast/satellitesetup.Containsacableinputandoutputs

toa

TVBehavioral

Targeting

–

Targeting

consumersbasedon

their

activities(e.g.,

shoppinghabits)HVOD(Hybrid

VideoOnDemand)

–

Videoondemandplatforms

thathaveamixof

o?ers–usually

includingadiscountedsubscription

tierthatcontainsad-supportedcontentas

wellaspaid/freeo?ers,

with/withoutsubscription

feesSVOD

(Subscription

VideoOnDemand)

–

A

streaming

videoservicewheresubscriberspay

a

?at

fee(often

monthly)

for

access

toacatalogueof

ondemandcontentCTV

(Connected

Television)

–

A

televisionset

thatisconnected

to

theinternet

viaOTT

devices,Blu-ray

players,streamingboxor

stick,andgamingconsoles,or

hasbuilt-ininternetcapabilities(e.g.,

aSmart

TV)andcanaccessa

variety

of

long-form

andshort-form

web-based

contentLive

–Content

that

viewersare

watchingin

thesamereal-world

timeandexperiencesimultaneouscommercialbreaksTVE(TV

Everywhere)

–Services

thataccompany

acable/satellitesubscription,allowinga

cu