YouTube牢牢占据日间电视市场

环球市场播报2025-12-23

YouTube在流媒体领域大幅领先网飞及其他竞争对手，很大程度上得益于其在日间时段的绝对主导地位。　　作者：约翰・科布林　　在美国得克萨斯州中部南希・安・凌的家中，电视机通常在清晨 5 点左右开启，而凌太太每天都会点开同一个应用程序 —— YouTube。接下来的数小时里，这个应用便会一直播放。　　准备早餐时，凌太太和丈夫会点播前一晚斯蒂芬・科尔伯特或塞斯・梅耶斯的脱口秀独白。丈夫出门上班后...

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点左右开启，而凌太太每天都会点开同一个应用程序 —— YouTube。接下来的数小时里，这个应用便会一直播放。\n　　准备早餐时，凌太太和丈夫会点播前一晚斯蒂芬・科尔伯特或塞斯・梅耶斯的脱口秀独白。丈夫出门上班后...</p>\n\n<a href=\"https://finance.sina.com.cn/stock/usstock/c/2025-12-23/doc-inhcuuni5258806.shtml\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU0310800379.SGD","symbol_name":"FTIF - Templeton Global A Acc 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market","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"USJW.SI":0.6,"USAW.SI":0.6,"GOOG":1.95},"content_text":"YouTube在流媒体领域大幅领先网飞及其他竞争对手，很大程度上得益于其在日间时段的绝对主导地位。\n　　作者：约翰・科布林\n　　在美国得克萨斯州中部南希・安・凌的家中，电视机通常在清晨 5 点左右开启，而凌太太每天都会点开同一个应用程序 —— YouTube。接下来的数小时里，这个应用便会一直播放。\n　　准备早餐时，凌太太和丈夫会点播前一晚斯蒂芬・科尔伯特或塞斯・梅耶斯的脱口秀独白。丈夫出门上班后，她会播放舒缓的背景音辅助冥想。到了下午，她会一边锻炼一边观看骑行相关视频；傍晚做饭时，则会切换到当地新闻媒体的YouTube频道。\n　　然而，每当夜幕降临，YouTube就会被关闭。57 岁的凌太太会转而打开苹果电视或英剧网这类平台，观看有剧本的娱乐节目。\n　　凌太太的收视习惯，恰恰是数百万美国人的缩影。\n　　多年来，YouTube一直在流媒体大战中占据上风。在美国，它的电视收视时长超过了网飞、亚马逊 Prime 视频、迪士尼 + 等所有同类应用。据尼尔森公司的数据显示，11 月YouTube的收视时长占比接近 13%，而排名第二的网飞仅为 8%。\n　　不过，YouTube的领先优势很大程度上源于其在日间时段的统治力。这也给试图缩小差距的媒体和流媒体平台高管们带来了新的挑战。\n　　尼尔森指出，以 10 月的数据为例，上午 11 点时YouTube的平均观众人数达到 630 万，而网飞的观众数还不足其一半（280 万）；亚马逊此时段的观众约为 100 万；像 HBO Max、派拉蒙 +、孔雀等流媒体平台，该时段的观众更是不足 60 万。\n　　这家隶属于谷歌的平台，其领先优势在日间时段持续扩大。只有到了黄金时段，竞争对手与它的差距才会显著缩小。例如，晚上 9 点时，网飞的平均观众人数会飙升至 1100 多万，仅略低于YouTube的 1200 万。亚马逊、迪士尼 +、HBO Max 等其他大型流媒体平台，也会在黄金时段拉近与YouTube的距离。但这种追赶态势转瞬即逝，待到夜间时段，YouTube的主导地位便会再次确立，并一直延续至次日白天。\n　　“正是YouTube的便捷性，改变了我们的日间收视习惯。” 凌太太说，“它的优势在于即时性 —— 我们想看的任何内容，都能在这一个平台上找到，再也不用在不同频道间来回切换了。”\n　　值得注意的是，这里讨论的仅指YouTube主站，并不包含其提供传统有线电视网内容的付费订阅服务YouTube电视。YouTube在电视流媒体领域日益巩固的主导地位，让一众流媒体和娱乐行业高管陷入了两难。这些公司仍在斥资数百亿美元，制作各类有剧本和无剧本的娱乐内容，以期吸引用户订阅和观看。如今，YouTube的触角也在强势侵入它们的领地 —— 该平台已达成一项为期五年的协议，从 2029 年起独家转播奥斯卡颁奖典礼，终结了美国广播公司自 20 世纪 70 年代以来对该奖项的转播权。\n　　目前，网飞和派拉蒙正围绕华纳兄弟的娱乐资产展开激烈争夺，双方都准备斥资至少 800 亿美元收购大量影视内容，以求在与YouTube等对手的竞争中占据更有利的位置。\n　　网飞等平台还在明确发力，寻找能吸引用户在上午或下午打开应用的内容。\n　　网飞计划明年在平台上线至少 34 档视频播客节目，其中包括《早餐俱乐部》《比尔・西蒙斯播客》《原谅我的吐槽》《我的挚爱凶案》等知名节目。今年 9 月，亚马逊也在其 Prime 视频平台上线了特拉维斯・凯尔西与杰森・凯尔西兄弟主持的热门播客《巅峰时刻》。\n　　这一切都是经过精心策划的战略布局。据爱迪生研究公司的数据显示，约 75% 的播客收听时长集中在早上 6 点到傍晚 6 点之间。YouTube方面称，10 月用户通过客厅设备观看视频播客的时长累计达 7 亿小时，较去年同期增长 75%。爱迪生公司还指出，YouTube已成为全球最大的播客收听平台，大幅领先于声破天和苹果播客。\n　　谷歌高级销售主管肖恩・唐尼表示，无论用户在哪个时段打开YouTube，平台都能为他们持续提供丰富的娱乐内容。\n　　“这正是平台的核心竞争力所在。” 他说，“我们并没有刻意将其定位为‘日间平台’，而是始终秉持一个理念：我们拥有海量优质内容，能在用户需要的任何时刻引发他们的共鸣。当用户打开电视，总能在YouTube上找到契合当下心境和需求的内容。”\n　　作为一个免费的广告支持型平台，YouTube拥有近乎无限的内容库，足以满足各类用户的小众兴趣。\n　　家住俄勒冈州波特兰市、69 岁的马修・劳伦斯，几乎每天都会打开YouTube，为自己的退休计划 —— 提升台球技艺 —— 寻找指导视频。\n　　劳伦斯在YouTube上找到了大量制作精良的台球比赛视频。他表示，每天上午晚些时候或下午，他都会花上一两个小时，在自家 65 英寸的电视屏幕上观看这些比赛，然后再去台球厅练习。他说，这些视频让他的球技有了显著提升。\n　　“我母亲要是知道了，肯定会觉得很丢人。” 他笑着说，“我脑海里甚至会响起她的声音：‘大白天的怎么能看电视？’但这些视频真的很有教育意义，我能学到不少东西。”\n　　当然，并非所有用户都会如此专注地观看YouTube内容。\n　　数十年来，日间电视节目一直以脱口秀、肥皂剧、烹饪类节目以及《朱迪法官秀》这类轻松娱乐节目为主，催生了一种 “休闲式收视” 模式。人们可以一边在家做家务 —— 叠衣服、付账单、打扫卫生，一边让电视播放着节目，让声音陪伴自己度过白天的时光。\n　　如今，YouTube正扮演着类似的角色。“YouTube的日间收视时长确实很高，但观众的专注度普遍偏低。” 电视收视调研机构 TVision 的高级分析师霍兰・威尔斯指出。\n　　TVision 经用户许可后，在 5000 个家庭中安装了摄像头，用于追踪人们日间的收视情况。该机构发现，YouTube的观众专注度得分远低于几乎所有付费流媒体平台。这表明，音乐播放列表、儿童节目以及其他各类背景音内容，是拉动其收视时长的重要因素。\n　　部分YouTube创作者会特意选择在日间时段发布新视频。由YouTube网红雷特・麦克劳克林和林克・尼尔主持的喜剧综艺节目《神话早安秀》，每周一至周五早上 6 点准时更新。\n　　该节目近期的一项观众调查显示，大多数观众喜欢在准备上学或上班时、午休时间观看，或是在 “做其他事情时，让节目陪伴自己”。（需要说明的是，许多用户也会通过电视以外的设备观看或收听YouTube内容，这部分数据并未纳入尼尔森的统计范围。）\n　　谷歌销售主管唐尼表示，许多创作者精准抓住了一个延续数十年的需求：人们希望在早上能看到有趣的内容。\n　　“用户选择YouTube，选择平台上的创作者，是因为这些内容对他们而言最有趣、最具吸引力。” 他说，“这是一场由消费者和创作者共同推动的变革。”\n　　其他知名YouTube网红也有类似的发布策略。比如野兽先生和马克・罗伯会在周六早上更新视频；以记录 “武士特训” 等挑战视频走红的米歇尔・卡尔也表示，她同样选择在周六早上发布新视频，因为她认为YouTube已经成功取代了过去日间电视的黄金节目档。\n　　“很多家庭会在周末一起看YouTube。” 她说，“甚至可以说，数十年前的‘周六早间卡通片’，如今已经变成了‘周六早间YouTube视频’。”\n\n\n海量资讯、精准解读，尽在新浪财经APP\n\n责任编辑：郭明煜","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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