流媒体服务的动态付费墙
如果我们开始。会发生什么 动态收费 流媒体服务? “AI could start to optimize paywalls and subscription offerings based on my [user] behavior so that it could maximize revenue and minimize friction for our user experience,Liat Ben-Zur说, 的首席执行官 LBZ咨询.
利用用户数据、机器学习和 生成的人工智能 could create offers based on consumption patterns. Some companies are dabbling in this, but now we have the technology to really start developing it.
“每个人都在谈论 工作流automa-tion 和效率，”本-祖尔说. But the more interesting discussions concern business model innovations. “How can we use AI not just to improve what we’re already doing today, but also to find new content syndication opportunities?”
我们需要考虑个性化 内容li-censing, in which users can access and pay for content based on specific needs or build AI-powered content marketplaces where big media companies might leverage 生成的人工智能 to connect content creators with relevant audiences and facilitate new transactions. “所有的商业模式, 你接触客户的所有方式, all the platforms of the past are still the primary platforms of today,本-祖尔说. “AI is either disrupting it or accelerating some of the efficiencies. What we haven’t yet cracked is how to use AI to innovate with business models.”
Dynamic paywalls can adjust based on a viewer’s propensity to view. Roku will supply content ad free if you’ve watched enough other episodes of a show in one sitting. Other services have premium subscription levels to provide early access to new shows.
Any service that chooses to use 动态收费 could A/B test to see what consumers would be interested in, 无论是具体的内容, 删除广告, 尽早访问内容, 或者取得其他排他性的特权. A data loop could provide more details on what a person or group would consider valuable. Right now, the data loop consists of “I watch your content, I churn, and you never know why.”
Backlash follows when subscription prices rise. Consider how testing various other revenue-building strategies could create goodwill if done correctly. This could increase consumer engagement and find out what they value and what they don’t. The data collected could transform a streaming service’s business.
Lots of companies and industries use dynamic pricing, 比如航空公司, 亚马逊, 超级, 甚至是广告, where the value of CPMs depends on various factors—type of content, 观众人口, 位置, time of day— and the price can rise when bidders decide that placement is worth more.
钢琴 uses 生成的人工智能 to help companies understand consumer behavior. It provides a ranking of page views based on expected ad revenue versus subscription revenue, helping to identify the best segments for targeting with a paywall or allowing free access. This “revenue auto optimization” uses propensity models based on user and content types. The company also works with subscription and advertising revenue data. This is the kind of insight the streaming industry needs.
钢琴和 Digiday’s 2024 “The State of Publisher Revenue” report 调查了76位出版专业人士. They found that respondents planned to use ad revenue optimization platforms, 机器学习用户倾向模型, and AI-powered personalization engines in 2024. 除了, 82% said they planned to use adaptive and dynamic pricing, 比如付费墙和广告优化.
An FT策略研究 of 35 publishers across Europe and North America found that the use of 动态收费 has grown to 20% in the past 5 years. “这在北美最为普遍, with dynamic models that lock content and/or showcase different prices based on user engagement [such as 《百家乐app下载》, 《百家乐软件app最新版下载》, or 《百家乐软件》].”
Offerings need to be consistent, transparent, and designed to serve the viewer. Anything else will make consumers complain the same way they do when subscription prices rise.
相关文章
This article explores the current state of AI in the streaming encoding, 交付, 回放, 货币化生态系统. By understanding the developments and considering key questions when evaluating AI-powered solutions, streaming professionals can make informed decisions about incorporating AI into their video processing pipelines and prepare for the future of AI-driven video technologies.
2024年7月29日
Incorporating 生成的人工智能 into our workflows has the potential to impact almost everything in media technologies, and I'll examine several of the possibilities in this article.
2023年10月4日
随着ChatGPT的颠覆性崛起, 在接下来的几个月和几年里, if a VC or private equity firm wants to invest their pool of money in a streaming or media technology business, 生成式人工智能会成为必备组件吗?
2023年7月26日