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瑞銀:Apple TV+增長停滯 用户直指性價比不高
格隆匯2月22日丨瑞銀Evidence Lab發佈針對1200名美國人的年度流媒體觀看習慣調查,Apple TV+落後於競爭對手,並且“增長似乎停滯”。瑞銀分析師David Vog在週二發佈的最新報吿中寫道,“只有約22% 的iPhone用户訂閲AppleTV+,與2020年1月的數據基本相同。”“雖然消費者在家中觀看流媒體越來越多,Apple TV+的使用率在2021年1月的調查中達到26%,但在過去幾年中使用率有所下降。”他指出,負面趨勢並非僅限於Apple TV+,奈飛、亞馬遜的Prime Video 和迪士尼的Hulu等競爭對手也發現其服務在iPhone的滲透率自2020年以來有所下降。調查受訪者還將Apple TV+列為最後的選擇,指其整體缺乏好看的節目,而其他服務平台有更好的價值。相比之下,奈飛評分最高,27%的受訪者認為奈飛“性價比最高”,超過亞馬遜Prime Video和Hulu的12%。相比其他流媒體產品,Apple TV+是最便宜的,每月只需6.99 美元,不過Vog説:“大約25%的受訪者強調,Apple TV+相對於產品價值,其‘訂閲成本過高’,而約31%的受訪者指出他們更喜歡其他流媒體產品,這是不訂閲Apple TV+的原因。”他指出,“前者可能是一個障礙,因為宏觀背景仍然充滿挑戰;而後者則抓住了流媒體市場與眾多資本充足企業的競爭本質。”他補充道,只有51%的Apple TV+訂閲者使用“自動續訂”功能,而亞馬遜Prime Video為64%,奈飛為63%,迪士尼+為60%,“如果宏觀經濟進一步放緩,這將提升用户停止訂閲Apple TV+的風險。”
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