One of the World's Big Spender on TV Shows 电视节目中的世界大佬之一


By Lucy Handley

Writer, CNBC.com


中国现在是仅次于美国的全球第二大电视节目消费者,其2017年的年度支出达到109亿美元。

根据分析公司IHS Markit的一份报告,中国击败了英国100亿美元的电视消费额,获得第二。这两个国家的支出与美国在电视内容上花费了583亿美元来相比,那却是小巫见大巫了。

中国的数字包括广播或线性电视,以及包括百度,阿里巴巴和腾讯在内的在线服务。 2017年,在线平台已经花费了45亿美元,而IHS Markit预计这将在2018年上升,超过64亿美元的线性电视台节目。

百度是中国平台爱奇艺的大股东,该公司在2月底拥有6000万用户,并于3月在纳斯达克上市。 Netflix在6月底拥有1.3亿用户,已经向爱奇艺提供了一些内容,因此可以进入中国市场。据Pew Research称,流媒体服务现在是年轻观众在美国观看电视的主要方式,在18至29岁的人中有61%的人表示他们使用流媒体。

与Netflix,亚马逊和Hulu的情况一样,原创节目对中国流媒体网站非常重要,这些内容在2017年占所有中文节目的49%。据IHS Markit高级研究分析师Kia Ling Teoh说,因为提供的作品是在其他地方无法观赏,这就鼓励人们注册,而且也为其他商业机会提供了机会。

她在一封电子邮件中说:“广播公司和在线平台公司正在越来越多地创建自己的内容,不仅要吸引付费用户,还要推销商品,移动游戏开发和其他新的收入来源。”

但与Netflix不同,中国公司更多地依赖广告和赞助。 “如果内容成本继续激增,这种快速增进的投资将变得不可持续,”Teoh补充道。

2017年进口的节目占中国电视节目的46%,其中体育节目占5%。随着中国消费者想要更多的体育节目,这一点反映在今年世界杯足球锦标赛期间广告支出的增加。据媒体集团Zenith宣称,锦标赛期间和周围的商业广告增加了中国的整体广告支出8.35亿美元。


讨论问题:

1.    你对这篇文章的那些地方感兴趣?

2.    请诉说一下在你的国家里,人们一般观看电视的爱好。

3.    你是怎样观看电视节目的?

4.    你喜欢什么样的内容?为什么?

5.    你喜欢看哪一个电视节目?


www.salt-and-light.org/Audio/TVShows.mp3

China is now the world's second-highest spender on television shows after the U.S., with its annual expenditure hitting $10.9 billion in 2017.

It beat the U.K., with a spend of $10 billion, into second place, according to a report by analyst IHS Markit. Both countries' program spend is dwarfed by the U.S., which spent $58.3 billion on content.

The Chinese figure includes broadcast or linear TV as well as online services including Baidu, Alibaba and Tencent. Online platforms spent $4.5 billion on programing in 2017 and IHS Markit expects this to rise in 2018, beating the $6.4 billion linear TV stations spent on programming.

Baidu is the majority owner of Chinese platform iQiyi, which had 60 million subscribers at the end of February and went public on Nasdaq in March. Netflix, which had 130 million subscribers at the end of June, has provided some of its content to iQiyi so it can enter the Chinese market. Streaming services are now the main way younger audiences watch TV in the U.S., with 61 percent of 18 to 29-year-olds saying they use them, according to Pew Research.

As is the case for Netflix, Amazon and Hulu, original shows are important to Chinese streaming sites, with such content making up 49 percent of all Chinese programs in 2017. Producing content not available elsewhere encourages people to sign up and provides other commercial opportunities, according to IHS Markit Senior Research Analyst Kia Ling Teoh.

"Broadcasters and online platform companies are increasingly creating their own content, not only to lure paying subscribers, but also for merchandising, mobile game development and other new revenue streams," she said in an emailed statement.

But unlike Netflix, the Chinese companies rely more on advertising and sponsorship. "If the cost of content continues to surge, such aggressive investment will become unsustainable," Teoh added.

Acquired programming made up 46 percent of Chinese TV in 2017, with sports shows making up 5 percent. This is set to rise as Chinese consumers want more sports content, reflected in its rising ad spend during this year's World Cup soccer tournament. Commercials during and around the tournament increased overall ad spending in China by $835 million, according to media group Zenith.


Discussion questions:

1.  What do you find interesting about this article?

2.  Describe the general TV viewing habits of people in your country.  

3.  How do you watch TV shows?

4.  What types of content do you favor?  Why?

5.  What is your favorite show to watch on TV?
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