2023上半年视频市场报告（英）-24页_6mb

Summary of FreeWheel Video Marketplace Report: 1H 2023

Introduction

The FreeWheel Video Marketplace Report for the first half of 2023 examines trends in monetizing premium digital video content, focusing on hybrid video on demand (HVOD). It highlights how content owners and distributors are evolving business models to address changing viewer demands and industry pressures. Data from the report includes aggregated advertising metrics from a global dataset, showing growth in ad-supported video and the increasing importance of viewer experience.

Key Findings

• Hybrid video on demand is emerging as a key business model, blending subscription and ad-supported tiers to enhance revenue sustainability.
• Ad view growth was substantial, with a 6% year-over-year increase in the United States and a 15% increase in Europe, contributing to a 9% overall rise.
• Viewer experience optimization is critical, driven by factors like screen size, content type, and ad relevance. Roughly 81% of US ad views occur on large screens (CTV/stable-top box), while Europe shows a more balanced split.
• Audience targeting has grown significantly, with behavioral targeting dominating in the US (+80% year-over-year for impressions) and demographic-based targeting prevailing in Europe due to data regulations.
• Service bundling, such as Disney+ ad tier with Spectrum services, is expanding, offering consumers more streamlined streaming options.

Ad Growth Trends

• Both CTV and mobile platforms experienced double-digit year-over-year growth in ad views across both regions.
• In the US, programmatic ad views increased by 21% YOY, while Europe saw a moderate rise with programmatic accounting for 19% of total ad views.
• Live streaming dominates US programmatic ad views (64%), whereas Europe favors video-on-demand (91%) for this category.

Viewer Experience Insights

• Screen size impacts engagement; US viewers overwhelmingly use large screens for all viewing, while European audiences allocate more small-screen usage for live content.
• Ad placement does not significantly disrupt viewer drop-off; most exits occur during content, underscoring the need for premium ad quality and relevance.
• Distribution platforms like TV Everywhere remain prominent, but differences exist between US and EUR regions, influenced by device adoption and linear TV presence.

Audience Targeting Differences

• US advertisers increasingly use behavioral and demographic targeting, reflecting demand for personalized ad experiences.
• Europe's stricter data laws promote demographic-based strategies, limiting behavioral targeting and driving smaller targeting growth.
• Short-form video content is popular in Europe (25% of VOD views), rising slightly with long-form formats.

Programmatic Advertising

• Programmatic transactions support growth, but challenges include transparency issues and lack of metadata standardization for CTV and STB inventory.
• Overall growth continued, with US markets showing stronger uptake compared to Europe, amid efforts to address industry-wide obstacles.

Conclusion

The premium video advertising market demonstrated resilience and growth in 2023, driven by HVOD expansion, enhanced viewer experiences, and targeted approaches. Ongoing challenges in programmatic fairness and metadata harmonization require industry-wide collaboration to sustain growth in ad monetization.