台灣 OTT / VOD 市場表現 - 關鍵議題中心 TNL Research

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src="https://app.powerbi.com/view?r=eyJrIjoiZTY2YjZiYWUtMjRiMC00NmNlLTkwOGEtZjJhZGFhN2E1ZDFjIiwidCI6IjVhNGQxMjFmLTE5NTAtNGY1OC1iN2E3LTgwZDQzMzM5ZThhZSIsImMiOjEwfQ%3D%3D&pageName=ReportSection" frameborder="0" allowFullScreen="true"></iframe> </section> <section class="container__inner"> <div class="leading-8 mt-12"> <div class="text-center mb-3"> <h2>研究方法</h2> </div> <p>採用 MPA 專有的 AMPD 研究平台來評估台灣 VOD 媒體服務的消費者行為及使用模式。對 22 家不重複的 OTT 影音平台進行分析簡介，著重於付費訂閱者、每月活躍使用者、串流分鐘數、平均每日花費時間、觀眾樣貌與人口統計數據。針對主要的 SVOD 及免費串流平台提供了各項標題層面的分析，包括以內容原創國家與類別來劃分，以及依照年齡和性別人口統計的收視率。</p> <p>本次研究與框架分析主要使用兩項工具 :</p> <ol> <li>(1) 被動測量：AMPD Vision® 平台採用的是許可式消費者小組，消費者同意收集各工作階段的活動。此份報告即是透過平台被動測量 Android 行動裝置上的實際用量，樣本數超過1,500份。收集的資料皆已匿名化，並完全符合台灣的資料隱私法規。</li> <li>(2) 消費者問卷調查：MPA 將消費者問卷的調查結果，作為在台灣進行 VOD 使用者樣貌研究使用。資料透過互動式線上問卷調查收集。調查對象為 15 歲以上，使用行動與／或家用的寬頻網路使用者，樣本數包括 4,076 位完成結構式調查之受訪者，問卷內容多為封閉式問題。</li> </ol> <p class="text-tiner text-gray-600 leading-6 mt-3">Easy Key 2 Asia Ltd. (EK2A) 是關鍵評論網媒體集團的關係企業，於 2020 年成立關鍵議題研究中心與 Engagement Lab，負責提供有洞察力的數據分析、市場脈動分析和研究未來關鍵趨勢報告。主導此計畫的知名媒體研究公司 Media Partners Asia 的 AMPD 與 EK2A 合作，希望幫助 OTT 產業更了解自身的利基。</p> </div> </section> </div> </div> <div class="gradient--base py-state-gutter-mobile sponsor__box md:py-state-gutter-desktop sections__box city__box"> <div class="container__inner city__box"> <div class="text-center section__title__box"> <h4 class="font-medium h1">合作夥伴</h4> </div> <div class="flex flex-col md:flex-row md:flex-wrap items"> <div class="w-full md:w-1/2 pt-build-gutter md:p-item-gutter"><a class="flex items-center justify-center w-full h-12 bg-white item black md:h-24" href="https://engagement.z.com/index.aspx?lang=TW" target="_blank" rel="noopener noreferrer"><img class="object-contain max-w-3/5 max-h-3/5" src="https://research.tnlmedia.com/assets/images/logo/sponsor/sponsor-logo-el.svg" alt="Engagement logo" width="100%"></a></div> <div class="w-full md:w-1/2 pt-build-gutter md:p-item-gutter"><a class="flex 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