流媒体平台正在吞噬电视广告市场

环球市场播报05-12

随着消费者纷纷转向价格更低的含广告订阅套餐，预计到 2029 年，广告主在流媒体平台的投放支出将达到 200 亿美元。不含政治广告；传统电视涵盖广播电视、有线电视及全国联播节目；流媒体包含自有流媒体业务的传媒集团、纯流媒体平台、硬件厂商，不含 YouTube。　　如今电视广告最热门的投放阵地已不再是传统全国电视。随着用户规模持续扩张，流媒体平台正不断瓜分广告预算份额。　　广告咨询机构 ...

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亿美元。\n不含政治广告；传统电视涵盖广播电视、有线电视及全国联播节目；流媒体包含自有流媒体业务的传媒集团、纯流媒体平台、硬件厂商，不含 YouTube。\n　　如今电视广告最热门的投放阵地已不再是传统全国电视。随着用户规模持续扩张，流媒体平台正不断瓜分广告预算份额。\n　　广告咨询机构 ...</p>\n\n<a href=\"https://finance.sina.com.cn/stock/usstock/c/2026-05-12/doc-inhxsief4988819.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":"LU0006306889.USD","symbol_name":"SCHRODER ISF US LARGE CAP \"A\" (USD) INC AV","start_time":0,"source_url":"https://finance.sina.com.cn/stock/usstock/c/2026-05-12/doc-inhxsief4988819.shtml","article_id":"2634243962","we_media_id":null,"thumbnails":[],"rights":null,"url":"https://stock-news.laohu8.com/highlight/detail?id=2634243962","pubTimestamp":1778598540,"columns":[],"sourceInfo":{"source_id":"sina","name":"sina"},"weMediaInfo":null,"summary":"随着消费者纷纷转向价格更低的含广告订阅套餐，预计到 2029 年，广告主在流媒体平台的投放支出将达到 200 亿美元。随着用户规模持续扩张，流媒体平台正不断瓜分广告预算份额。　　广告咨询机构 Madison and Wall 测算：流媒体广告支出近年快速增长，2029 年有望接近 200 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market","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/bb3109cfce9fe8ddb68dfa8cf3dbd95e","symbols_score_info":{"BULZ":0.84,"NFLX":1.9,"NFLW":0.6,"DISO":0.6,"AAPL":0.6,"MAGY":0.84,"NFLP":0.6,"NFXS":0.6,"NVDA":0.6,"GOOGL":1.84,"NFLY":0.6,"DIS":1.87,"PARA":1.85,"META":0.6,"YMAG":0.84,"NFLU":0.6,"NFXL":0.6,"MSFT":0.6,"TSLA":0.6},"content_text":"随着消费者纷纷转向价格更低的含广告订阅套餐，预计到 2029 年，广告主在流媒体平台的投放支出将达到 200 亿美元。\n不含政治广告；传统电视涵盖广播电视、有线电视及全国联播节目；流媒体包含自有流媒体业务的传媒集团、纯流媒体平台、硬件厂商，不含 YouTube。\n　　如今电视广告最热门的投放阵地已不再是传统全国电视。随着用户规模持续扩张，流媒体平台正不断瓜分广告预算份额。\n　　广告咨询机构 Madison and Wall 测算：流媒体广告支出近年快速增长，2029 年有望接近 200 亿美元，与传统线性电视广告规模相差无几。\n　　本周众星云集的 广告预售会（Upfront） 上，这一行业趋势将成为核心主题。各大媒体与科技巨头将全力游说品牌方，投入数十亿美元预算签约旗下电视网与流媒体平台。\n高端流媒体季度净新增订阅用户\n　　统计覆盖：Apple TV、探索 +、迪士尼 +、Fox One、HBO Max、葫芦视频、网飞、派拉蒙 +、孔雀、Starz。 注释：Apple TV 与 Starz 暂无含广告套餐；不含免费版、精选捆绑包、多频道视频及电信渠道分销。 数据来源：Antenna\n　　早期网飞等无广告流媒体服务推出时，曾让厌倦冗长电视广告的消费者获得解脱，但含广告流媒体模式近年反而更受欢迎。\n　　调研机构 Antenna 数据显示：\n　　目前美国高端点播流媒体新订阅中，含广告套餐占比已接近 50%，而两年前仅为 39%。\n　　更值得关注的是：\n　　过去九个季度，主流流媒体平台近 6500 万净新增订阅用户中，78% 都选择了含广告档位。该数据不含免费版、特定捆绑包及其他部分分销渠道。\n　　大多数成年人更偏好带广告的低价套餐，但晨间咨询公司开展的最新线上民调显示：不同世代人群态度差异明显。年长观众更愿意看广告以节省订阅费用，年轻群体则更排斥广告。\n　　各代际人群流媒体偏好占比\n\n\n\n人群分类\n偏好低价含广告套餐\n偏好高价无广告套餐\n不确定 / 无意见\n\n\n\n\n全体成年人\n56%\n26%\n18%\n\n\nZ 世代\n46%\n33%\n20%\n\n\n千禧一代\n47%\n35%\n18%\n\n\nX 世代\n63%\n23%\n14%\n\n\n婴儿潮一代\n67%\n13%\n20%\n\n\n\n　　注释：因四舍五入，合计未必恰好 100%；\n　　样本：1048 名成年人，5 月 7–8 日线上调研；误差范围 ±3 个百分点。 数据来源：晨间咨询公司\n　　受流媒体通胀持续影响，网飞、孔雀、派拉蒙 +、迪士尼 + 等主流平台过去一年纷纷涨价。部分平台投入巨资拿下美国国家橄榄球联盟、美国职业棒球大联盟等体育赛事版权，只能通过调整订阅定价来分摊高昂成本。\n　　体育内容将成为本周广告预售发布会的重头戏 —— 体育直播受众基数庞大，是品牌广告的必投品类。\n　　主流流媒体含广告 / 无广告套餐月度定价变化\n　　覆盖：葫芦视频、网飞、亚马逊 Prime Video、Apple TV、迪士尼 +、HBO Max、孔雀、派拉蒙 +\n　　注释：价格变动以官宣时间为准；孔雀精选套餐为含广告精简内容库；不含葫芦视频含直播电视的套餐；均为单独订阅定价。 数据来源：各公司官方\n　　流媒体平台还能帮助品牌触达年轻受众，并提供比传统电视更精细的广告定向能力。传统电视多年来基本只依靠人口属性投放，而流媒体可基于用户购买记录、上网搜索行为等进行精准广告匹配。\n\n　　尽管流媒体广告势头强劲，但媒体公司还不能盲目乐观。\n　　Madison and Wall 创始人布莱恩・维瑟指出：\n　　电视广告总规模（传统电视 + 流媒体合计）正处于长期下行通道。\n　　“营销商更愿意把预算投向能直接带动销售的渠道”，因此广告预算持续向 Meta、谷歌、亚马逊等数字平台转移。仅这三家就掌控着美国 4280 亿美元广告市场的半壁江山以上。\n　　YouTube 同样是广告主青睐的平台，现已成为广告预售季的重要参与者。\n　　这家谷歌旗下视频网站本周将在纽约联合各大电视网举办品牌盛典（Brandcast），由喜剧演员特雷弗・诺亚主持，歌手查普尔・罗恩登台演出，面向各大金主广告品牌。\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":false,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":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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