2018年10月28日
By Eric Schumacher-Rasmussen 会议主席，流媒体和CMO, id3as
专题文章

OTT领导力峰会: Crunchyroll on How to Super-Serve Fans

的目标是 OTT领导力峰会-将在今年的展会上首次亮相流媒体西部在加州亨廷顿海滩. November 13-14—will bring together executives 和 innovators to discuss how technology, 业务, 和 content intersect to create successful OTT services.

The Summit will feature speakers from Netflix, Fox Networks, Tribune Media, 20^th世纪福克斯, 天空新闻, 报童, 和其他人讨论客户参与等话题, 广告, 人工智能, data, 和盗版.

The event will lead off with a session called “Building a Better OTT Mousetrap: Creating Services Consumers Want,由奥特曼维兰德律师事务所的乔纳森赫德主持 & Co. He’ll present findings from Altman Vil和rie’s annual survey on topics like consumer preferences for specific programs, 对体育直播的兴趣, 通过社交媒体观看视频, 支付意愿, 流媒体的问题, 账号共享和盗版, 和 other areas of critical importance to the OTT industry. Following that will be a panel discussion exploring how to give viewers what they’re looking for.

One of the most successful companies to emerge in the OTT space is Ellation, which offers both the anime subscription video-on-dem和 (SVOD) service Crunchyroll 和 VRV, a fan-focused aggregation platform for complementary niche SVOD services. 迈克尔•戴尔, Ellation’s executive vice-president for media 和 entertainment, 会参加小组讨论吗, 和 he took some time to offer his insights into both Crunchyroll/VRV 和 the OTT market in general.

流媒体: The title of the panel you’re on is “Building a Better OTT Mousetrap: Creating Video Services Consumers Want.” What are the top 3 things Crunchyroll 和 VRV have learned about what consumers want, 视频服务如何满足这些需求?

迈克尔•戴尔: At Crunchyroll 和 VRV we have focused on becoming everything to someone rather than something for everyone. This includes leveraging the direct-to-consumer relationship to go beyond video in supporting br和 affinity for our primary SVOD product. 以Crunchyroll为例, 我们通过电子商务为我们的社区提供超级服务, CRX (Crunchyroll旗下的骗局), 我们的年度动漫大奖, Crunchyroll电影之夜, 其他国内和国际事件, 动漫新闻, a strong social presence (over 27 million social followers across platforms), 和更多的.

就VRV而言, we started by super-serving the fan base with content that exp和s from anime to a broader catalog. We surface this catalog to the user by leveraging on-platform viewership data, enabling a personalized content journey to more deeply engage with our fans.

最后, it almost goes without saying operational excellence is something consumers have come to expect. We have to work extra hard to stay up to date with latest technologies to meet the high quality of experience bar set by more vertically integrated market leaders that operate at a larger scale.

盈利显然是个巨大的挑战. What sort of innovative approaches do you think are necessary to get consumers to h和 over their hard-earned cash? Are they willing to accept 广告 in exchange for well-curated content?

We employ a top funnel 广告 video-on-dem和 (AVOD) strategy that brings in audience that then is converted against premium windows, 删除广告, 还有超级粉丝的好处. 我们发现社交 & br和 affinity to be strong barometers towards consumers’ ability to pay. 朝着这个方向, we are experimenting with a few features that focus on community 和 deeper social engagement on platform.

Most of the conversations around audience focus on millennials 和 younger viewers. What’s different about appealing to them as opposed to older viewers?

Ellation’s consumer facing br和s are focused on this demographic. Our br和 voice speaks to authenticity (和) self-deprecation, 和 is engaged with our audience. Fun is integrated into the platform in user name selection, 反馈流, 错误消息, 和应用程序UX. This is in sync with the content that has many of the same properties.

How important is the user experience/interface to winning customer attention 和 loyalty? 你在那里发现了最有效的方法?

Media theorists reference the concept that the “medium is message.“当我们将这一概念应用于多设备时, 当代品牌的多媒体参与, I would argue the experience/interface 和 social engagement is on par with content as consumers make choices in their attention 和 loyalty.

(Read more about Ellation's approach to monetization in this 流媒体文章.)