在線流媒體正從四大方面改變電視行業(yè).

　　CBS Corp.’s Showtime—which amassed 24 Emmy nominations last year—on Wednesday became the latest to jump into the over-the-top video streaming rink with plans to launch on July 12.

　　去年擁攬了24項(xiàng)艾美獎(jiǎng)提名的CBS電視網(wǎng)，于本周三成為最新轉(zhuǎn)戰(zhàn)OTT流媒體領(lǐng)域的企業(yè)，并計(jì)劃于今年7月12日推出其OTT服務(wù)。

　　Showtime will join other content heavy-hitters such as Netflix, and Time Warner Inc.’s HBO, that are part of a rapidly changing Internet TV landscape that is disrupting traditional Pay-TV and cable.

　　CBS電視網(wǎng)將會(huì)同其他行業(yè)巨頭攜手合作，例如Netflix以及時(shí)代華納旗下的HBO;而在快速變化的網(wǎng)絡(luò)電視前景下，傳統(tǒng)付費(fèi)電視和有線電視領(lǐng)域正被逐漸瓦解，此次合作就是這一趨勢(shì)的部分體現(xiàn)。

　　Here are four changes that streaming is expected to bring to the sector, according to PricewaterhouseCoopers in its 2015 Global entertainment and media outlook.

　　據(jù)PwC 2015年全球娛樂及媒體前景展望，流媒體發(fā)展將有望給整個(gè)行業(yè)帶來4項(xiàng)改變。

　　Pay-TV growth will slow: While PwC is expecting subscription revenue for Pay-TV will reach $243.8 billion globally by 2019—at a 3.5% compound annual growth rate—they note that in mature markets like the U.S., Canada and France growth is slowing. This is in large part due to the saturation in those markets.

　　1、付費(fèi)電視增速將放緩：雖據(jù)PwC預(yù)計(jì)，若以3.5%的復(fù)合年增長(zhǎng)率計(jì)算，到2019年全球付費(fèi)電視訂閱總收入將達(dá)到2438億;但他們也指出，在美國(guó)、加拿大、法國(guó)這樣的成熟市場(chǎng)，付費(fèi)電視的增速正有所放緩。而這很大程度上是因?yàn)檫@些市場(chǎng)已經(jīng)飽和。

　　Viewers will expect more: Consumers want to watch high-quality original content when they want, where they want and however they want—and they clearly want to binge-watch shows. And according to PwC, “[Over-the-top] services offer the best outlet for this type of consumption.”

　　2、電視觀眾期待值上升：消費(fèi)者希望能隨時(shí)隨地觀看高質(zhì)量的原創(chuàng)內(nèi)容。PwC方面也表示，OTT服務(wù)就是此類消費(fèi)傾向最好的出路。

　　This change in viewing behavior is the reason that the subscription TV penetration in North America is expected to fall to 78% market in 2016 from 79.8% in 2012.

　　這種收視行為的變化也就可以解釋，為什么北美付費(fèi)電視普及率將會(huì)從2012年的79.8%下降至2016年的78%。

　　Video streaming will change advertising: In 2014, broadcast TV accounted for 97% of all TV advertising revenue globally, according to PwC. This will change as online streaming continues to gain traction and consumers move toward these OTT services. PwC estimates that by 2019 broadcast TV will account for just 94.3% of all advertising revenue globally.

　　3、視頻流媒體將改變廣告業(yè)格局：據(jù)PwC顯示，2014年廣播電視收入占全球電視廣告總收入的97%。而當(dāng)在線流媒體不斷獲得發(fā)展動(dòng)力，消費(fèi)者開始更青睞于OTT服務(wù)時(shí)，這些都將發(fā)生改變。PwC預(yù)計(jì)，到2019年廣播電視收入將占全球廣告總收入的94.3%。

　　Analysts at PwC also expect the U.S. share of the total global TV advertising revenue will diminish as the online market establishes a strong foothold.

　　PwC的分析師也認(rèn)為，當(dāng)在線流媒體市場(chǎng)站住腳后，美國(guó)占全球電視廣告總收入的份額也將會(huì)下降。

　　Smartphone growth will present opportunities and challenges: Smartphones are becoming the go-to device for viewing on the go, especially in foreign markets like China.

　　4、智能手機(jī)的增長(zhǎng)將同時(shí)帶來機(jī)遇和挑戰(zhàn)：智能手機(jī)正逐漸成為移動(dòng)式觀看的首選，尤其是在像中國(guó)這樣的國(guó)外市場(chǎng)。

　　PwC estimates that smartphone devices connected to video programing will rise to 3.85 billion in 2019 from just under 2 billion a year ago. Analysts expect this to create “significant new opportunities and considerable challenges for companies creating and distributing filmed entertainment content.”

　　PwC預(yù)計(jì)，連接到視頻節(jié)目的智能手機(jī)數(shù)將會(huì)從去年20億不到飛速上升到2019年的3850億。分析師也預(yù)計(jì)，這將會(huì)“為企業(yè)創(chuàng)建和分發(fā)電影娛樂內(nèi)容帶來新的機(jī)遇和巨大的挑戰(zhàn)”。