尼尔森：2023年游戏状况报告-数据驱动的个性化：流媒体内容发现的未来（中译版）（20页）.pdf

1、1 Copyright 2023 The Nielsen Company(US),LLC.State ofData-driven personalization:The future of streaming content discoveryData-driven personalization:The future of streaming content discovery2 Copyright 2023 The Nielsen Company(US),LLC.In just three short years,the amount of content available to TV

2、viewers has grown by more than 1.1 million individual programs1.Combined with an explosion of streaming services,the video landscape has become vast in a very short amount of time.Source:Nielsen Streaming Content Consumer Survey,June 202320%say they dont know what to watch beforehand and couldnt fin

3、d something to watchso they did something else insteadOverwhelmed by choice:1 Gracenote Global Video Data;1.6 million unique titles available February 2020;2.7 million available in June 2023.The abundance of choice has put the audience in control like never before.But the expanding streaming landsca

4、pe has become overwhelming for viewers.Its taking longer for viewers to find content theyre interested in,and audiences know that if they dont see something they like,a different option is just a click away.This reality highlights the importance of the user experience within individual services,espe

5、cially amid the trend away from content exclusivity.2 Copyright 2023 The Nielsen Company(US),LLC.3 Copyright 2023 The Nielsen Company(US),LLC.For context about the breadth of choice available today,audiences across the U.S.,U.K.,Canada,Mexico and Germany now have more than 2.7 million individual vid

6、eo titles2 to choose from across broadcast,cable and streaming.Thats almost 1 million more than they had just two years ago.While the number has increased across both linear programming and streaming services,86.7%of the total now reside on streaming services.Audiences now have more than 2.7 million