\u4e32\u6d41\u5a92\u9ad4<\/span><\/a>\u64ad\u653e\u5668\uff0c\u4ee5\u5403\u5230\u98fd\u7684\u6a21\u5f0f\u4f86\u92b7\u552e\u5167\u5bb9\u3002\u5728\u9019\u500b\u5927\u773e\u80fd\u4ee5\u4f4e\u6210\u672c\u53d6\u5f97\u4e0a\u7db2\u983b\u5bec\u7684\u4e16\u754c\uff0cNetflix\u6210\u9577\u6c23\u52e2\u5f37\u52c1\u3001\u6301\u7e8c\u5438\u5f15\u65b0\u8a02\u6236\uff0c\u540c\u6642Comcast\u5247\u6162\u6162\u6d41\u5931\u8a02\u6236\u3002<\/p>\n\u300cNetflix\u76ee\u524d\u63d0\u4f9b\u8f03\u9577\u6548\u671f\u7684\u670d\u52d9\uff0c\u901a\u5e38\u662f\u8b93\u7528\u6236\u80fd\u4e00\u6b21\u4ed8\u8cbb(pay per rental)\u3001\u572820\u5929\u6216\u66f4\u9577\u6642\u9593\u4e4b\u5167\uff0c\u4ee5\u96a8\u9078\u8996\u8a0a\u65b9\u5f0f\u6536\u770b\u5167\u5bb9\uff1b\u300dABI Research\u8cc7\u6df1\u5206\u6790\u5e2bMike Inouye\u8868\u793a\uff0c\u5728\u7f8e\u570b\uff0c\u591a\u6578\u89c0\u773e\u50be\u5411\u65bc\u540c\u6642\u8a02\u95b1\u4ed8\u8cbb\u6709\u7dda\u96fb\u8996\u8207OTT\uff0c\u4e5f\u6709\u4e00\u4e9b\u662f\u4e0d\u88dd\u6709\u7dda\u96fb\u8996\u53ea\u770bOTT\u5167\u5bb9\uff1a\u300c\u96a8\u8457Netflix\u3001\u4e9e\u99ac\u905c\u8207\u5fae\u8edf(Microsoft)\u958b\u59cb\u81ea\u5df1\u88fd\u4f5c\u7bc0\u76ee\uff0c\u53ef\u80fd\u6703\u589e\u52a0\u4e00\u4e9b\u9ad8\u54c1\u8cea\u5167\u5bb9\u9078\u9805\u3002\u300d<\/p>\n
\u4e0d\u904eInouye\u4e5f\u6307\u51fa\uff0c\u5927\u591a\u6578\u89c0\u773e\u770b\u96fb\u8996\u7684\u6a21\u5f0f\u662f\u6703\u5750\u5728\u6c99\u767c\u4e0a\u300c\u72c2\u770b(binge watching)\u300d\u2500\u2500\u4e5f\u5c31\u662f\u4e00\u9f13\u4f5c\u6c23\u628a\u6574\u5b63\u7684\u300a\u91d1\u6b0a\u904a\u6232(Damages)\u300b\u3001\u300a\u7d19\u724c\u5c4b(House of Cards)\u300b\u7b49\u71b1\u9580\u5f71\u96c6\u5168\u90e8\u770b\u5b8c\uff1b\u9019\u610f\u5473\u8457\u89c0\u773e\u76f4\u5230\u4e0b\u4e00\u6b21\u300c\u72c2\u770b\u300d\u4e4b\u524d\uff0c\u6050\u6015\u4e0d\u6703\u51fa\u73fe\u5728\u96fb\u8996\u6a5f\u524d\u9762\uff0c\u56e0\u6b64\u6709\u7dda\u96fb\u8996\u8207\u4e00\u822c\u5ee3\u64ad\u96fb\u8996\u5c0d\u5ee3\u544a\u4e3b\u4f86\u8aaa\uff0c\u63a5\u89f8\u9ede(touch point)\u6703\u591a\u5f97\u591a\u3001\u4e5f\u662f\u53ef\u9810\u671f\u7684\u3002<\/p>\n
\u800c\u56e0\u70baNetflix\u63d0\u4f9b\u7684\u71b1\u9580\u5f71\u96c6\u300a\u7d19\u724c\u5c4b\u300b\u5438\u5f15\u5927\u91cf\u8a02\u6236\uff0c\u5176\u7af6\u722d\u5c0d\u624b\u4e9e\u99ac\u905c\u4ee5\u53ca\u904a\u6232\u6a5f\u4f9b\u61c9\u5546\u5fae\u8edf\u4e5f\u8e8d\u8e8d\u6b32\u8a66\uff0c\u5728\u8457\u624b\u81ea\u5df1\u88fd\u4f5c\u5167\u5bb9\u7684\u540c\u6642\u4e5f\u63d0\u4f9b\u4f86\u81ea\u7b2c\u4e09\u65b9\u4f9b\u61c9\u5546\u7684\u5167\u5bb9\uff1bInouye\u8868\u793a\uff0c\u4e9e\u99ac\u905c\u5728\u767c\u8868\u65b0\u6b3eFire HD\u5e73\u677f\u88dd\u7f6e\u7684\u540c\u6642\uff0c\u4e5f\u958b\u59cb\u88fd\u4f5c\u81ea\u5bb6\u5167\u5bb9\u2500\u2500\u5305\u62ec\u539f\u5275\u9023\u7e8c\u5287\u2500\u2500\u4f9b\u5176\u54c1\u724c\u786c\u9ad4\u88dd\u7f6e\u4f86\u64ad\u653e\uff0c\u90a3\u4e9b\u5167\u5bb9\u4e5f\u80fd\u900f\u904e\u667a\u6167\u96fb\u8996\u6216\u662f\u4f86\u81eaRoku\u7b49\u54c1\u724c\u7684\u76f8\u5bb9\u5a92\u9ad4\u64ad\u653e\u5668\u4f86\u4e32\u6d41\u64ad\u653e\u3002<\/p>\n
\u9019\u4e5f\u662f\u4e9e\u99ac\u905c\u8207\u5fae\u8edf\u7684\u8996\u8a0a\u696d\u52d9\u7d93\u71df\u6a21\u5f0f\u8207Netflix\u4e0d\u540c\u4e4b\u8655\u3002\u57282007\u5e74\uff0cNetflix\u6c7a\u5b9a\u4e0d\u88fd\u9020\u81ea\u5bb6\u7684\u4e32\u6d41\u5a92\u9ad4\u64ad\u653e\u5668\uff0c\u4e26\u5c07Netflix\u7684\u786c\u9ad4\u696d\u52d9\u90e8\u9580\u7368\u7acb\u70baRoku\uff0c\u7531\u539f\u672c\u5728Netflix\u8ca0\u8cac\u8a2d\u8a08\u6253\u9020\u64ad\u653e\u5668\u8edf\u3001\u786c\u9ad4\u7684Anthony Wood\u64d4\u4efb\u65b0\u516c\u53f8\u9818\u5c0e\u4eba\uff1bNetflix\u5c07\u786c\u9ad4\u696d\u52d9\u5206\u5bb6\u7684\u7406\u7531\u662f\u5e0c\u671b\u80fd\u8b93\u5176\u5167\u5bb9\u53ef\u900f\u904e\u5bb6\u4e2d\u6240\u6709\u7684\u4e32\u6d41\u5a92\u9ad4\u64ad\u653e\u88dd\u7f6e\u53d6\u5f97\uff0c\u7279\u5225\u662fApple TV\u3002<\/p>\n
\u76ee\u524d\u5728\u50b3\u7d71\u4ed8\u8cbb\u96fb\u8996\u4f9b\u61c9\u5546\u2500\u2500\u5305\u62ec\u6709\u7dda\u96fb\u8996\u8207\u5ee3\u64ad\u96fb\u8996\u2500\u2500\u4ee5\u53ca\u65b0\u5f0f\u4e32\u6d41\u5a92\u9ad4\u4f9b\u61c9\u5546\u4e4b\u9593\u7684\u4e3b\u8981\u722d\u7aef\uff0c\u5728\u65bc\u5bec\u983b\u7db2\u8def\u7684\u983b\u5bec\uff1b\u56e0\u70ba\u524d\u8005\u4e0d\u53ea\u662f\u638c\u63a7\u5167\u5bb9\uff0c\u5982Comcast\u7b49\u696d\u8005\u540c\u6642\u4e5f\u64c1\u6709\u64ad\u9001\u5167\u5bb9\u7684\u5bec\u983b\u7db2\u8def\uff0c\u6703\u5e0c\u671b\u5f9e\u90a3\u4e9b\u6d88\u8017\u8f03\u591a\u7db2\u8def\u983b\u5bec\u7684\u7db2\u7ad9\u8cfa\u53d6\u71df\u6536\u3002<\/p>\n
\u6839\u64da\u5e02\u5834\u7814\u7a76\u6a5f\u69cb Sandvine Network Analytics \u57282013\u5e747\u670810\u65e5\u6240\u767c\u8868\u7684\u6578\u64da\uff0cNetflix\u4f54\u64da\u5168\u7f8e\u7e3d\u7db2\u969b\u7db2\u8def\u6d41\u91cf\u7d0425%\uff0c\u800cYouTube\u7684\u6bd4\u4f8b\u9084\u53ea\u670912%\uff1bNetflix\u4e5f\u5766\u627f\u9019\u500b\u73fe\u5be6\uff0c\u56e0\u6b64\u6700\u8fd1\u4e0d\u592a\u60c5\u9858\u5730\u8207Camcast\u548cVerizon\u7c3d\u7f72\u4fdd\u8b49\u983b\u5bec\u5354\u8b70\uff0c\u9019\u53ef\u80fd\u610f\u5473\u8457Netflix\u672a\u4f86\u4e5f\u5c07\u8207\u5176\u4ed6\u7db2\u8def\u670d\u52d9\u696d\u8005\u7c3d\u7f72\u985e\u4f3c\u7684\u5354\u8b70\u3002<\/p>\n
OTT\u6a5f\u4e0a\u76d2\u3001\u667a\u6167\u96fb\u8996\u5ee0\u5546\u4e5f\u4f86\u6dcc\u6e3e\u6c34<\/b><\/p>\n
\u5728\u8001\u6d3e\u8207\u65b0\u6d3e\u5167\u5bb9\u4f9b\u61c9\u5546\u4e4b\u9593\u7684\u9ad8\u98a8\u96aa\u6230\u722d\u4e2d\uff0c\u4e32\u6d41\u5a92\u9ad4\u64ad\u653e\u5668\u4f9b\u61c9\u5546\u53c8\u626e\u6f14\u4ec0\u9ebc\u89d2\u8272\uff1f\u96d6\u7136\u4ed6\u5011\u7684\u5ba2\u6236\u7fa4\u898f\u6a21\u5f88\u5c0f\u2500\u2500\u860b\u679c(Apple)\u865f\u7a312,000\u842c\uff0cRoku\u5247\u865f\u7a31\u6709800\u842c\u2500\u2500\u5728\u50b3\u7d71\u96fb\u8996\u6a5f\u4e0a\u76d2\u5e02\u5834\u6210\u9577\u7387\u8da8\u7de9\u7684\u540c\u6642\uff0c\u4e32\u6d41\u5a92\u9ad4\u64ad\u653e\u5668\u5e02\u5834\u6210\u9577\u6c23\u52e2\u6b63\u65fa\u3002\u82e5\u5c07\u5fae\u8edf\u7684\u904a\u6232\u6a5f\u4e5f\u8996\u70ba\u4e32\u6d41\u5a92\u9ad4\u64ad\u653e\u5668\uff0c\u5176\u8d85\u904e7,200\u842c\u53f0\u4ee5\u4e0a\u7684Xbox\u7528\u6236\u4e5f\u8a3b\u518a\u4e86Xbox Live\uff0c\u53c8\u70ba\u4e32\u6d41\u5a92\u9ad4\u64a5\u653e\u5668\u4f7f\u7528\u8005\u6578\u5b57\u591a\u6dfb\u4e00\u7b46(\u82e5\u52a0\u4e0a\u667a\u6167\u96fb\u8996\u7528\u6236\u90a3\u5c31\u66f4\u591a)\u3002<\/p>\n
\u4e00\u4efd\u7531Technavio \u767c\u8868\u7684\u65b0\u5831\u544a(Global Smart STB and Dongle Market 2014-2018)\u9810\u6e2c\uff0c\u4e32\u6d41\u5a92\u9ad4\u64a5\u653e\u5668\u5e02\u5834\u5728 2013\u81f32018\u5e74\u9593\u7684\u8907\u5408\u5e73\u5747\u5e74\u6210\u9577\u7387(CAGR)\u53ef\u905425%\uff1b\u53e6\u4e00\u5bb6\u5e02\u5834\u7814\u7a76\u6a5f\u69cbElmhurst\u5247\u6307\u51fa\uff0c\u56e0\u70baOTT\u8b93\u4f7f\u7528\u8005\u80fd\u900f\u904e\u7db2\u969b\u7db2\u8def\u53d6\u5f97\u97f3\u8a0a\u8207\u8996\u8a0a\u3001\u4e0d\u9700\u8981\u7d81\u5b9a\u67d0\u4e00\u5bb6\u5167\u5bb9\u4f9b\u61c9\u5546\uff0c\u9019\u4f7f\u5f97\u5e74\u9f61\u572828\u6b72\u4ee5\u4e0b\u7684\u300c\u5343\u79a7\u4e16\u4ee3(Millennials\uff0c\u5373\u6240\u8b02\u7684Y \u4e16\u4ee3)\u300d\u6709\u8d8a\u4f86\u8d8a\u591a\u4eba\u4e0d\u518d\u8a02\u95b1\u6709\u7dda\u96fb\u8996\uff0c\u9019\u500b\u65cf\u7fa4\u4e5f\u6210\u70ba\u5ee3\u544a\u4e3b\u6975\u529b\u60f3\u62c9\u650f\u7684\u5c0d\u8c61\u3002<\/p>\n
\u56e0\u70baOTT\u6a5f\u4e0a\u76d2\u63d0\u4f9b\u4f7f\u7528\u8005\u4e0d\u88ab\u7279\u5b9a\u5167\u5bb9\u4f9b\u61c9\u5546\u7d81\u4f4f\u7684\u81ea\u7531\uff0c\u5176\u5fc5\u9808\u4ed8\u51fa\u7684\u4ee3\u50f9\u5247\u662f\u5f97\u5c0b\u627e\u5404\u7a2e\u89c0\u773e\u60f3\u8981\u7684\u5167\u5bb9\uff0c\u4ee5\u63d0\u4f9b\u9f90\u5927\u3001\u7bc4\u570d\u5bec\u5ee3\u7684\u9078\u9805\u3002\u5982Roku\u7522\u54c1\u7ba1\u7406\u7e3d\u76e3Lloyd Klarke\u8072\u7a31\uff0c\u8a72\u516c\u53f8\u7684\u7522\u54c1\u80fd\u63d0\u4f9b\uff1a\u300c1,500\u500b\u7bc0\u76ee\u983b\u9053\uff0c\u4e14\u5176\u6578\u91cf\u6bcf\u5929\u5e73\u5747\u589e\u52a0\u5169\u81f3\u4e09\u500b\u3002\u300d<\/p>\n
Klarke\u9032\u4e00\u6b65\u6307\u51fa\uff1a\u300cRoku\u64ad\u653e\u5668\u6240\u63d0\u4f9b\u7684\u5dee\u7570\u5316\u5728\u65bc\u4f7f\u7528\u8005\u4ecb\u9762\u4ee5\u53ca\u641c\u5c0b\u529f\u80fd\uff0c\u6211\u5011\u6709\u4e00\u500b\u5177\u5099\u8d85\u5f37\u641c\u5c0b\u529f\u80fd\u7684\u7c21\u6f54\u4ecb\u9762\uff0c\u80fd\u7528\u6700\u5c11\u7684\u6309\u9375\u627e\u5230\u60f3\u770b\u7684\u5167\u5bb9\u2500\u2500\u4f7f\u7528\u8005\u53ef\u900f\u904e\u9059\u63a7\u5668\u7684\u4e0a\u4e0b\u5de6\u53f3\u9375\u4f86\u9078\u64c7\u87a2\u5e55\u4e0a\u7684\u9375\u76e4\u5b57\u6bcd\u3002\u300d<\/p>\n
\u5229\u7528Roku\u7684\u624b\u6a5f\u61c9\u7528\u7a0b\u5f0f\uff0c\u4f7f\u7528\u8005\u4e5f\u80fd\u900f\u904eAndroid\u6216iOS\u667a\u6167\u578b\u624b\u6a5f\/\u5e73\u677f\u88dd\u7f6e\u7684\u9375\u76e4\u4f86\u8f38\u5165\u641c\u5c0b\u5b57\u4e32\uff1b\u4e9e\u99ac\u905c\u6e96\u5099\u63a1\u7528\u8a9e\u97f3\u6307\u4ee4\u4f86\u555f\u52d5\u641c\u5c0b\u529f\u80fd\uff0c\u860b\u679c\u5247\u662f\u5c07\u81ea\u5bb6\u4f7f\u7528\u8005\u4ecb\u9762\u6280\u8853\u5c0e\u5165Apple TV (\u8a72\u516c\u53f8\u4e26\u8207\u6578\u5bb6\u5167\u5bb9\u4f9b\u61c9\u5546\u5982ABC TV\u3001Bloomberg\u7b49\u7c3d\u7f72\u4e86\u6280\u8853\u6388\u6b0a\u5354\u8b70)\u3002<\/p>\n
\u53e6\u4e00\u500b\u5728\u4e32\u6d41\u5a92\u9ad4\u64ad\u653e\u5668\u5e02\u5834\u652a\u4e82\u4e00\u6c60\u6625\u6c34\u7684\u8da8\u52e2\u662f\u667a\u6167\u96fb\u8996\uff0c\u9019\u7a2e\u8a2d\u5099\u9762\u81e8\u8207OTT\u6a5f\u4e0a\u76d2\u767c\u5c55\u521d\u671f\u540c\u6a23\u7684\u96e3\u984c\uff1a\u4f7f\u7528\u8005\u4ecb\u9762\u8207\u5167\u5bb9\uff1b\u91dd\u5c0d\u9019\u4e9b\u554f\u984c\uff0c\u6bcf\u5bb6\u96fb\u8996\u88fd\u9020\u5546\u90fd\u5728\u5c0b\u627e\u81ea\u5df1\u7684\u89e3\u6c7a\u65b9\u6848\u3002\u4ee5LG\u70ba\u4f8b\uff0c\u8a72\u516c\u53f8\u63a1\u7528\u4e86\u60e0\u666e(HP)\u7684WebOS\uff0c\u4e09\u661f(Samsung)\u8207Vizio\u5247\u63a1\u7528Yahoo\u7684\u9023\u7db2\u96fb\u8996\u65b9\u6848\u3002\u4e09\u661f\u5728\u53bb\u5e74\u590f\u5929\u6536\u8cfc\u4e86\u7f8e\u570b\u6a5f\u4e0a\u76d2\u958b\u767c\u5546Boxee\uff0c\u6b64\u8209\u4e5f\u88ab\u8a8d\u70ba\u662f\u4e09\u661f\u8981\u70ba\u81ea\u5bb6\u667a\u6167\u96fb\u8996\u958b\u767c\u7368\u7279\u7684\u4f7f\u7528\u8005\u4ecb\u9762\u3002<\/p>\n
Roku\u7684Klarke \u8868\u793a\uff0c\u8a72\u516c\u53f8\u5728\u4eca\u5e74\u521d\u7684\u570b\u969b\u6d88\u8cbb\u6027\u96fb\u5b50\u5c55(CES)\u5ba3\u4f48\uff0cRoku TV\u529f\u80fd\u5c07\u6574\u5408\u65bc\u4eca\u5e74\u79cb\u5929\u4e0a\u5e02\u7684\u4e2d\u570b\u96fb\u8996\u696d\u8005\u6d77\u4fe1(Hisense)\u8207TCL\u7522\u54c1\u4e2d\uff1b\u6d77\u4fe1\u8207TCL\u5206\u5225\u662f\u5168\u7403\u7b2c\u4e94\u5927\u8207\u7b2c\u4e09\u5927\u96fb\u8996\u88fd\u9020\u5546\uff0c\u5e02\u4f54\u7387\u5206\u5225\u70ba4%\u82075%\u3002\u9019\u610f\u5473\u8457Roku\u5e73\u53f0\u7684\u5b89\u88dd\u6578\u91cf\u5c07\u5927\u5e45\u589e\u52a0\uff0c\u540c\u6642\u4e5f\u5c0d\u5176\u4ed6OTT\u6a5f\u4e0a\u76d2\u7af6\u722d\u5c0d\u624b\u5e36\u4f86\u58d3\u529b\u3002<\/p>\n
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