Almost Live from NAB: Clearleap Says U.S. Trails in OTT Offerings
[Note: This sponsored interview was recorded at NAB 2015.]
虽然直接面向消费者的OTT (over-the-top)服务已经在美国萌芽.S. in the past few years, many regions are further along with OTT. 付费电视普及率较低的地区在OTT方面取得了更大的成功 Clearleap, interviewed at the 2015 NAB conference.
"It's funny that almost every other country is ahead of the U.S., which most people don't know here," Jarratt said. "The pay TV penetration in the U.S. is the highest of pretty much anywhere in the world, 但我认为这是阻止节目制作人直接面向消费者的原因，因为A)运营商有杠杆作用，但B)如果80%的人口是付费电视，那么潜在市场就会变小."
While OTT and pay TV seems like an either/or proposition in the U.S., other regions show the two models coexisting.
"If you look at the Nordic region, where HBO has gone direct-to-consumer over a year ago, the pay TV penetration is 50 percent or less, 因此，OTT的潜在市场在总人口中所占的比例是巨大的,Jarratt解释道. "If you're a content owner, 你必须做OTT, 否则, you're missing out on a giant spectrum of consumers. I think Nordic is probably one of the most advanced. Some of the Asian markets where there's a high GDP, high broadband penetration, and relatively low pay TV penetration, you're seeing OTT one or two years ahead of where we are in the U.S.我发现有趣的是，它们与现有的商业模式共存."
For more on the future of OTT, watch the full interview below.
埃里克: Hi, I'm Eric Schumacher-Rasmussen, 流媒体杂志的编辑在NAB 2015和布拉克斯顿·贾拉特，他是Clearleap的首席执行官. 嘿Braxton.
Braxton: Hey, how are you doing?
埃里克: Good, thanks for joining us. Clearleap是一家帮助视频出版商和娱乐内容所有者提供多屏幕解决方案的公司. Current clients include A&E networks, HBO, and Scriptz, among others. 说到HBO, 2015 really seems to the year of direct to consumer offerings, 正确的, HBO 现在, HBO Go, 吊索的电视. How does Clearleap fit into that equation? Clearleap是如何帮助发行商直接面向消费者提供产品的?
Braxton: 好吧, 大约6年前，我们开始希望这一切都能实现, 你今天在地板上看到的是直接面向消费者的，甚至是电视认证的, 你知道, services become really mainstream, 所以我们开始开发核心软件，让你可以很容易地以任何形式获取你的内容, usually some high resolution mezzanine type file, and then do all the things that you have to do really quickly, 有效地, use internet technologies, 云, in order to make all that content available to publish online. 然后，我们建立了一个系统，使内容所有者和品牌能够管理一个真正高度可扩展的服务，直接面向消费者，允许他们直接用信用卡支付, 是提供认证服务，还是提供免费的空运服务，因为坦率地说，我们所看到的所有不同的商业模式都将把所有这些东西结合起来.
埃里克: 正确的, and speaking of the other business models, there's been so much written about cord-cutters and cord-nevers. 从你的角度来看，像HBO 现在和吊索的电视这样的服务将对有线电视公司和付费电视公司产生什么影响?
Braxton: 好吧, that's the million dollar question.
埃里克: 正确的.
Braxton: Billion dollar question probably. 这就是现在每个人都在谈论的，认真研究这个想法. HBO 现在的前提是，他们要瞄准那些原本不会订阅有线电视的细分市场. That's kind of how their positioning it to their partners, 但我想每个人都知道，有一部分人会认为这是一个转折点, “你知道吗?, I am ready to cut the cord because of that.“所以我认为它是否会产生影响是毋庸置疑的, 关键在于这种影响有多大，以及对程序员的好处是否大于疏远操作人员的风险? But I think the, 你知道, it's already happening. 这是会发生的. If you look worldwide especially, there's these kinds of services they're everywhere, 无处不在的, 所以我认为我们的未来是电视直播加上与现有商业模式共存的结合.
埃里克: 你知道, 如果HBO 现在一直被视为那些可能说服人们的转折点之一, “好吧, I can get rid of my paid TV subscription." The other one has to be sports, particularly live sports, 正确的? It's conventional wisdom that, 你知道, 一旦有大量的体育直播可以通过这些服务获得, 这可能真的是, if not a death note for cable, that could put a serious dent in subscribers.
Braxton: 正确的.
埃里克: 你认为会有越来越多的体育直播直接面向消费者吗?
Braxton: 绝对. 我们已经看到NFL mobile在移动设备上直接面向消费者的例子，在那里他们划分了特定的权利，从而能够在销售数十亿美元的同时做到这一点, multi-decade 正确的s to DirecTV and the networks for the big games. 我认为，我们将看到越来越多的大品牌真正需要有线电视付费收入来支付球员和版权费用, but they are going to carve out the ability to, 你知道, 比如超越直接面向消费者的移动设备，或者直接面向消费者的联网电视，然后分别将这些东西货币化，就像娱乐公司根据时间设置内容授权窗口一样.
埃里克: 确定.
Braxton: But I think that's what's going to happen for the big brands. 我认为小品牌已经开始直接使用OTT了. 网球频道就是一个例子，它是一个小众市场，但非常热情的粉丝基础，他们有一个付费的, 你知道, 奥特服务, and I think we're going to see a lot of those happen, 你知道, 因为他们没有类似的长期协议，需要数十亿美元的授权协议 .
埃里克: 对,对. 现在, 你之前提到过这些服务在国际上的可用性，而Clearleap是一家国际公司. Are there other markets, I can think of one or two, 在这类服务的可用性和使用率方面领先于美国. What are they and what do you seeing there?
Braxton: 你知道, it's funny that almost every other country is ahead of the US, which most people don't know here. 美国的付费电视普及率几乎是世界上最高的, 但我认为这是程序员不直接面向消费者的原因，因为A)运营商有杠杆作用，但B)如果80%的人口是付费电视，那么潜在市场就会变小. But if you look at the Nordic region, where HBO has gone direct to consumer over a year ago, the pay TV penetration is 50 percent or less, 因此，OTT的潜在市场在总人口中所占的比例是巨大的. If you're a content owner, 你必须做OTT, 否则, you're missing out on a giant spectrum of consumers. I think Nordic is probably one of the most advanced. Some of the Asian markets where there's a high GDP, high broadband penetration, and relatively low pay TV penetration, you're seeing OTT one or two years ahead of where we are in the US我发现有趣的是，它们与现有的商业模式共存.
埃里克: 正确的.
Braxton: They are doing authentication, 他们在做TVE, 经过身份验证的国营电视台, 但他们将直接面向消费者，似乎每个人都能接受这一点.
埃里克: 对,对. 完全. 好吧 thanks so much, Braxton. I've been speaking with Braxton Jarratt from Clearleap. I'm Eric Schumacher-Rasmussen signing off from NAB 2015.
Braxton: 谢谢你！.
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