台灣OTT網路視頻平台獲利模式之研究 -以美國Netflix、中國愛奇藝為參考模型

Abstract

本研究之目的在探討台灣OTT網路視頻平台可以獲利的商業模式、產業環境狀況，並透過參考Netflix及中國愛奇藝兩個視頻平台的商業模式，調整營運策略以適用於台灣市場。\n\n首先收集美國、中國、全球整體及台灣OTT網路視頻及付費電視產業相關文獻，發現台灣的OTT網路視頻產業趨勢，可能較接近於美國市場的發展，再參考美國Netflix訂閱戶達6000萬，約為美國總人口數之18%，中國網路視頻平台付費人數已超過兩億，約占總人口數9%，台灣總人口數2378萬，換算未來網路視頻平台付費訂閱戶市場規模。\n\n本研究收集台灣付費電視及網路視頻產業各種商業模式發展相關的資料及數據，並透過消費者問卷取得視頻及有線電視使用經驗，另外訪談網路視頻產業大老、產業研究專家、版權及技術專家、有線電視及電視頻道經營者，以取得業界發展關鍵人士的看法，統合以上資訊整理出台灣網路視頻平台產業現況、消費趨向及未來發展。\n\n本研究參考Netflix及中國愛奇藝兩個視頻平台的商業模式，調整其商業模式，注入台灣視頻產業資源特色，以及預期版權消費習慣提升及產業環境的改善下，研究類Netflix的以原創自製及獨家版權為核心的商業模式的損益平衡點，另參考愛奇藝多元服務娛樂線上視頻平台的商業模式，採收費會員訂閱及廣告收入雙管來源下，本地平台發展可達損益平衡的可能商業模式。\n\n台灣整體視頻產業的發展需要政府鬆綁電視頻道及內容經營相關限制，公權力有效的抑制影響版權生態的盜版行為，調整政府文化經費應該用於協助整個視頻產業生態鏈，適當的運用政府稅務及其它資源來推動協助產業競爭力，讓本地平台有競爭力、讓台灣原創內容有出路、讓消費者滿足、讓用戶肯付錢、讓產業生態鏈健康的發展。

The purpose of this study is to explore the business model and industrial environment in which the online video platform in Taiwan can be profitable, and adjust the operational strategy to suit the Taiwan market by referring to the business models of US Netflix and China iQiyi.\n\nFirst of all, the United States, China, the global and Taiwan OTT network video and pay TV industry related literature, and found that Taiwan`s OTT network video industry trends, may be closer to the development of the US market. Referring to the US Netflix subscribers up to 60 million, about 18% of the total US population, China`s online video platform pays more than 200 million, accounting for 9% of the total population, Taiwan`s total population of 23.78 million, converted into the future network Road video platform pays subscriber market size.\n\nThis study collects data related to the development of various business models in Taiwan`s pay TV and online video industries, and obtains video and cable TV experience through consumer questionnaires. It also interviews online video industry elders, industry research experts, copyright and technology. Experts, cable TV and TV channel operators have obtained the views of key players in the industry and integrated the above information to sort out the current situation, consumption trends and future development of Taiwan`s online video platform industry.\n\nThis study refers to the business model of Netflix and iQiyi two video platforms, adjusts its business model, injects the characteristics of Taiwan`s video industry resources, and anticipates the improvement of copyright consumption habits and the improvement of the industrial environment. The research on Netflix is based on original self-made and Exclusive copyright is the balance of profit and loss of the core business model. Referring to the business model of iQiyi`s multi-service entertainment online video platform, the local platform can develop a profitable and profitable business model under the dual-source source of fee-based membership subscription and advertising revenue.\n\nThe development of Taiwan`s overall video industry requires the government to loosen restrictions on TV channels and content management. Public power effectively suppresses piracy that affects the copyright ecology. Adjusting government culture funds should be used to assist the entire video industry ecosystem, and appropriate use of government tax and other Resources to promote the competitiveness of the industry, to make the local platform competitive, to make Taiwan`s original content a way out, to satisfy consumers, to let users pay, and to make the industrial ecological chain healthy.