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印度人疯狂观看移动视频,推动youtube和其他人创新

印度人疯狂观看移动视频,推动youtube和其他人创新

印度人瘋狂觀看移動視頻,推動youtube和其他人創新
道琼斯 ·  2019/01/21 22:00

DJ Indians Are Binge-Watching Mobile Videos, Pushing YouTube, Others to Innovate

DJ印度人狂熱地觀看手機視頻,推動YouTube和其他人進行創新


By Eric Bellman

埃裏克·貝爾曼(Eric Bellman)著

INDORE, India--India is in the middle of an unprecedented mobile-video binge that is changing how many technology companies see the evolution of the internet.

印度印多爾--印度正處於一場史無前例的移動視頻狂潮之中,這場熱潮正在改變多少科技公司對互聯網發展的看法。

As 4G data rates have dropped below $2 a month, the volume of video streamed on Indians' smartphones has grown by 10-fold, adding billions of hours more a year in the past three years. That makes India the country with YouTube's biggest audience in 2018, according to App Annie, an analytics company that tracks and ranks app usage.

隨着4G數據速率降至每月2美元以下,印度人智能手機上的視頻量增長了10倍,在過去三年裏每年增加數十億小時。根據追蹤和排名應用程序使用情況的分析公司App Annie的數據,這使得印度成為2018年YouTube觀眾最多的國家。

Indian smartphone users now download an average of about 8.5 gigabytes of data a month--or potentially more than 40 hours of video--off mobile networks without using Wi-Fi, according to research by Analysys Mason. That is more than what users in the U.S., China or Japan download.

根據易觀梅森(Analysys Mason)的研究,印度智能手機用户現在平均每月從移動網絡下載約8.5千兆字節的數據,或可能超過40個小時的視頻下載,而不使用Wi-Fi。這一數字超過了美國、中國或日本用户的下載量。

Delhi student Ritik Taank says he misses playing cricket with friends. But these days, he says, everyone is at home watching and sharing funny video clips on their smartphones. The 18-year-old spends hours each day flipping through music videos, comedy skits, gaming clips and his favorite fashion and entertainment vlogs. He also uses YouTube to watch math and science explainer videos while riding the bus to school. Often, he reaches his one-gigabyte-a-day limit by sunset and has to switch to his mother's phone.

德里的學生Ritik Taank説,他懷念和朋友一起打板球的日子。但他説,這些天來,每個人都在家裏用智能手機觀看和分享有趣的視頻片段。這位18歲的年輕人每天花幾個小時瀏覽音樂視頻、喜劇小品、遊戲片段和他最喜歡的時尚和娛樂視頻。他還在上學的公交車上用YouTube觀看數學和科學解説員的視頻。他經常在日落前達到每天1G的極限,不得不切換到他母親的手機上。

"She scolds me," he said. "But I explain it would be a waste if her data doesn't get used."

“她罵我,”他説。“但我解釋説,如果她的數據不被利用,那將是一種浪費。”

The video explosion is transforming the Indian media landscape, creating new stars in Bollywood, forcing new investment in servers and cellular sites, and launching new genres of online content. Video has surged in popularity elsewhere, of course; it has taken off in a new direction in China, where short-video platforms offering seconds-long clips have made companies like Beijing Bytedance Technology Co. among the world's most highly-valued startups.

視頻爆炸正在改變印度媒體格局,在寶萊塢創造新的明星,迫使在服務器和蜂窩網站上進行新的投資,並推出新的在線內容流派。當然,視頻在其他地方也大受歡迎;它在中國朝着一個新的方向發展,在中國,提供數秒長視頻的短視頻平台使北京字節跳動科技有限公司(Beijing Byteance Technology Co.)等公司躋身世界上估值最高的初創公司之列。

In India, it is creating new opportunities for YouTube--owned by Alphabet Inc.'s Google--and other platforms to learn new lessons about video use. The South Asian nation's surfers, many of them coming online for the first time, are exploring the web through video rather than static websites. They are driven more by swiping, speaking and viewing, and less by typing, searching and reading--prompting companies to adapt their apps. Indians' love of video is especially enticing for companies at a time when there are efforts to reduce screen time in the U.S.

在印度,這為Alphabet Inc.旗下的谷歌(Google)旗下的YouTube和其他平台創造了新的機會,讓他們學習有關視頻使用的新教訓。這個南亞國家的網民(其中許多人是第一次上網)正在通過視頻而不是靜態網站瀏覽網絡。他們更多的是通過滑動、説話和觀看來上網,而不是通過打字、搜索和閲讀--這促使公司調整他們的應用程序。在印度努力減少屏幕時間的時候,印度人對視頻的熱愛對公司來説特別有吸引力。在印度正在努力減少屏幕時間之際,印度人對視頻的熱愛對公司來説特別有吸引力。在印度正在努力減少屏幕時間的時候,他們更多的是通過滑動、説話和觀看,而不是打字、搜索和閲讀--促使公司調整他們的應用程序。

"We have learned that when you make India's experience better we end up improving our products for everyone around the world," said Caesar Sengupta, Google's vice president for payments and its Next Billion Users initiative, at a New Delhi event last year.

谷歌負責支付及其下一個10億用户計劃的副總裁凱撒·森古普塔(Caesar Sengupta)去年在新德里的一次活動中説,“我們瞭解到,當你改善印度的體驗時,我們最終會為世界各地的每個人改進我們的產品。”

To better understand the new video-obsessed Indian netizen, YouTube, which has close to 250 million monthly users in India, has sent teams into homes across India to ask people about their surfing habits.

為了更好地瞭解這位新的沉迷於視頻的印度網民,在印度擁有近2.5億月度用户的YouTube已經派出團隊進入印度各地的家庭,詢問人們的衝浪習慣。

Shelby Vignolo, a program manager on the emerging markets team at YouTube, visited homes in the central Indian city of Indore, hoping to learn more about the habits of those newest to the internet. She sat in their homes and went through a list of basic questions. "Could you rank the apps you use?" "Do you use voice search?" "Can you show me your viewing history?"

YouTube新興市場團隊的項目經理謝爾比·維格諾洛(Shelby Vignolo)走訪了印度中部城市印多爾(Indore)的家庭,希望更多地瞭解互聯網新手的習慣。她坐在他們的家裏,仔細檢查了一系列基本問題。“你能對你使用的應用程序進行排名嗎?”“你用語音搜索嗎?”“你能給我看看你的收視記錄嗎?”

Ms. Vignolo takes what she learns back to headquarters to help the company redesign its apps and user interfaces. On a trip last year it became apparent that for many Indians, the video app is their first stop for medical advice, financial tips, research for travel and even religious learning.

維格諾洛把她學到的東西帶回總部,幫助公司重新設計應用程序和用户界面。在去年的一次旅行中,很明顯,對於許多印度人來説,這款視頻應用是他們獲得醫療建議、財務提示、旅行研究甚至宗教學習的第一站。

In other words, YouTube is their Google.

換句話説,YouTube就是他們的谷歌。

"People in India are increasingly using YouTube as if it is a search engine," she said. "They find it easier to watch something, rather than sift through text."

她説:“印度人越來越多地使用YouTube,就好像它是一個搜索引擎一樣。”“他們發現看一些東西比瀏覽文本要容易得多。”

It isn't just what Indians watch but also how they consume content that is driving companies to innovate. They like to download as much as possible when they have a connection. They monitor their allotted gigabytes a day, week or month carefully. And when they reach the final hour of the day or day of the month, they binge some more to make sure they use up every byte they bought, telecom companies say.

推動公司創新的不僅僅是印度人觀看的內容,還有他們消費內容的方式。當他們有連接時,他們喜歡下載儘可能多的內容。他們每天、每週或每月都會仔細監控分配給他們的千兆字節。電信公司表示,當他們達到一天中的最後一個小時或一個月的最後一天時,他們會大吃大喝,以確保他們用完了購買的每一個字節。

To accommodate this new breed of binger, YouTube lets users search by voice in Indian languages. It allows users to download videos to their phones and watch later. To speed up download times on bad connections, it allows them to pick a lower picture quality and has rewritten its app from scratch to so it uses one-tenth the memory. Most of these changes are developed for India but are being brought to other countries as well.

為了適應這種新類型的搜索者,YouTube允許用户用印度語言進行語音搜索。它允許用户將視頻下載到手機上,稍後再觀看。為了加快不良連接的下載速度,它允許他們選擇較低的圖片質量,並重新編寫了應用程序,因此它使用了十分之一的內存。這些變化中的大部分都是為印度制定的,但也正在被帶到其他國家。

YouTube is also trying to promote a greater variety of content in different languages and different subjects to make it easier for Indian surfers to find what they are looking for. India-specific categories of videos have also taken off. Henna tattoo designs for brides, village cooking, spiritual gurus and Indian engineering-school entrance-exam cram courses are new genres that are thriving.

YouTube還試圖用不同的語言和不同的主題推廣更多種類的內容,使印度網民更容易找到他們正在尋找的內容。印度特有的視頻類別也開始流行起來。為新娘、鄉村烹飪、精神導師和印度工程學校入學考試補習課程設計的指甲花紋身是正在蓬勃發展的新流派。

YouTube's most-viewed channel is India's T-Series, a music video channel backed by one of the country's oldest media companies, which employed a simple content strategy: Bollywood music. T-Series has clocked close to 60 billion views--more than Justin Bieber, Katy Perry and Taylor Swift combined, according to YouTube.

YouTube上瀏覽量最大的頻道是印度的T-Series,這是一個音樂視頻頻道,由印度歷史最悠久的媒體公司之一支持,該公司採用了一個簡單的內容戰略:寶萊塢音樂。根據YouTube的數據,T系列已經獲得了近600億的點擊量,超過了賈斯汀·比伯、凱蒂·佩裏和泰勒·斯威夫特的點擊量總和。

India's digital advertising market is still small, with only around $2 billion in revenues a year compared with more than $100 billion in the U.S., but the market could surpass $6 billion annually within the next five years, KPMG estimates. Advertising is dominated by Google and Facebook Inc., but many global tech and media players are trying to make money off the surge in video.

畢馬威(KPMG)估計,印度的數字廣告市場仍然很小,每年的收入只有20億美元左右,而美國的數字廣告收入超過1,000億美元,但該市場在未來五年內每年可能超過60億美元。廣告由谷歌和Facebook主導,但許多全球科技和媒體公司都在試圖從視頻的激增中賺錢。

They include Netflix Inc. and Amazon.com Inc.'s Prime, which are already among the top-earning apps in India. Another player is Hotstar, which offers shows from the many channels backed by 21st Century Fox. Viacom Inc.'s content is pushed to phones through an app called Voot. All are creating new content tailored to Indian audiences.

其中包括網飛公司(Netflix Inc.)和亞馬遜的Prime,它們已經躋身印度收入最高的應用程序之列。另一家公司是Hotstar,它提供來自21世紀福克斯支持的多個頻道的節目。維亞康姆公司的內容通過一款名為Voot的應用程序推送到手機上。所有這些公司都在為印度觀眾量身定做新內容。

Vibhuti Agarwal contributed to this article.

Vibhuti Agarwal對本文也有貢獻。

Write to Eric Bellman at eric.bellman@wsj.com

寫信給埃裏克·貝爾曼(Eric Bellman),電子郵件:eric.belman@wsj.com



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(完)道瓊通訊社

January 21, 2019 09:00 ET (14:00 GMT)

2019年1月21日東部時間09:00(格林尼治標準時間14:00)

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