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minutos de lectura | 21 de noviembre de 2024</span><h1 class="gracenote-fade-in">Los catálogos SVOD son un gran negocio, pero están muy infrautilizados</h1></div><div class="gracenote-post__content"><div class="gracenote-post__cats"><a href="https://gracenote.com/es/category/content-discovery/" rel="category tag">Descubrimiento de contenidos</a> <a href="https://gracenote.com/es/category/content-distribution/" rel="category tag">Distribución de contenidos</a></div><p>Las tendencias de distribución de contenidos en la industria del streaming siguen evolucionando, y cada vez son más los programas de televisión populares que están disponibles en múltiples servicios de vídeo a la carta por suscripción (SVOD). En los últimos meses, por ejemplo, series como <em>Your Honor</em>, <em>Dexter</em>, <em>Prison Break</em> y <em>The Resident </em>han encontrado nuevas audiencias en múltiples plataformas. La disponibilidad multiplataforma de estos programas, sin embargo, pone de manifiesto una tendencia totalmente distinta: <strong>la infrautilización de contenidos exclusivos</strong>.</p><p>Es innegable la importancia de ofrecer a los espectadores contenidos atractivos y de alta calidad. Pero tampoco se puede negar la importancia de los catálogos de contenidos profundos: El año pasado, los contenidos originales de SVOD representaron sólo una cuarta parte del tiempo dedicado al <sup>streaming1</sup>.</p><p>Desde el punto de vista de la inversión empresarial, las recientes tendencias de audiencia sugieren que muchos servicios de vídeo a la carta podrían no estar rentabilizando la mayor parte de los contenidos que distribuyen. Esto se debe a que muchos de los programas de televisión que atraen a más espectadores están disponibles en varios servicios.</p><figure class="wp-block-image size-large"><img fetchpriority="high" decoding="async" width="1200" height="853" src="https://gracenote.com/wp-content/uploads/2024/10/Content_licensing_trends_are_evolving.png?resize=1024,728" alt="" class="wp-image-1558283" srcset="https://gracenote.com/wp-content/uploads/2024/10/Content_licensing_trends_are_evolving.png 1200w, https://gracenote.com/wp-content/uploads/2024/10/Content_licensing_trends_are_evolving.png?resize=300,213 300w, https://gracenote.com/wp-content/uploads/2024/10/Content_licensing_trends_are_evolving.png?resize=768,546 768w, https://gracenote.com/wp-content/uploads/2024/10/Content_licensing_trends_are_evolving.png?resize=1024,728 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /></figure><p>Para comprender mejor los catálogos de SVOD con respecto a las tendencias de audiencia, Gracenote realizó recientemente un análisis para identificar la exclusividad de contenidos a nivel de plataforma. El análisis reveló que el 93 % de los contenidos que distribuyen los cinco proveedores mundiales de <sup>SVOD2</sup> son exclusivos de un solo servicio.</p><p>El inconveniente es que, al parecer, los espectadores no participan activamente en esos contenidos. Los datos del último <a href="https://about.netflix.com/en/news/what-we-watched-the-first-half-of-2024" target="_blank" rel="noopener">informe What We Watched</a> de Netflix, por ejemplo, muestran que el 68% de sus programas de televisión y el 73% de sus películas tuvieron menos de un millón de <sup>visionados3</sup> en el primer semestre de 2024. Por otra parte, un análisis del tiempo dedicado a los contenidos en streaming durante 2023 reveló que casi 3.000 programas tuvieron cero minutos de <sup>visionado4</sup>.</p><figure class="wp-block-image size-large"><img decoding="async" width="1200" height="500" src="https://gracenote.com/wp-content/uploads/2024/10/global-SVODs-and-exclusivity-stat.png?resize=1024,427" alt="" class="wp-image-1558284" srcset="https://gracenote.com/wp-content/uploads/2024/10/global-SVODs-and-exclusivity-stat.png 1200w, https://gracenote.com/wp-content/uploads/2024/10/global-SVODs-and-exclusivity-stat.png?resize=300,125 300w, https://gracenote.com/wp-content/uploads/2024/10/global-SVODs-and-exclusivity-stat.png?resize=768,320 768w, https://gracenote.com/wp-content/uploads/2024/10/global-SVODs-and-exclusivity-stat.png?resize=1024,427 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /></figure><p>A nivel de proveedor, Amazon Prime Video es el más centrado en contenidos exclusivos, ya que distribuye el 67% de la programación exclusiva que ofrecen colectivamente los cinco proveedores globales. Sin embargo, dadas las notables diferencias en el tamaño de los catálogos de los cinco proveedores globales, el análisis de la exclusividad de contenidos es más equitativo a nivel de plataforma.</p><p>Un análisis catálogo por catálogo muestra que Apple TV+, que tiene el catálogo más pequeño de los cinco proveedores globales, tiene el mayor porcentaje de contenidos exclusivos, seguido de cerca por Amazon Prime Video, que distribuye la mayor cantidad de contenidos.</p><figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1000" height="656" src="https://gracenote.com/wp-content/uploads/2024/11/svod-content-exclusivity-october-2024.png?w=1000" alt="" class="wp-image-1558773" srcset="https://gracenote.com/wp-content/uploads/2024/11/svod-content-exclusivity-october-2024.png 1000w, https://gracenote.com/wp-content/uploads/2024/11/svod-content-exclusivity-october-2024.png?resize=300,197 300w, https://gracenote.com/wp-content/uploads/2024/11/svod-content-exclusivity-october-2024.png?resize=768,504 768w" sizes="(max-width: 1000px) 100vw, 1000px" /></figure><p>Desde una perspectiva empresarial, la mayoría de los servicios SVOD deberían estar bien posicionados para el éxito. Esto se debe a que los programas de televisión son los más <sup>vistos5</sup> y representan la inmensa mayoría de sus catálogos. De hecho, los programas de televisión (incluidos los episodios individuales) representan el 89% del contenido disponible para las audiencias de streaming en todo el mundo.</p><figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1200" height="400" src="https://gracenote.com/wp-content/uploads/2024/11/SVOD-TV-content-percentage.png?resize=1024,341" alt="" class="wp-image-1558775" srcset="https://gracenote.com/wp-content/uploads/2024/11/SVOD-TV-content-percentage.png 1200w, https://gracenote.com/wp-content/uploads/2024/11/SVOD-TV-content-percentage.png?resize=300,100 300w, https://gracenote.com/wp-content/uploads/2024/11/SVOD-TV-content-percentage.png?resize=768,256 768w, https://gracenote.com/wp-content/uploads/2024/11/SVOD-TV-content-percentage.png?resize=1024,341 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /></figure><p>La brecha entre los contenidos disponibles y el compromiso con ellos pone de manifiesto una diferencia fundamental entre la programación programada y organizada y la programación no programada, a la carta y muy dispersa. ¿Cuál es el resultado? El público se siente abrumado y no sabe cómo encontrar lo que busca.</p><p>La verdadera desventaja de este escenario es que los consumidores se han vuelto sensibles a los costes asociados a sus suscripciones, lo que está aumentando <a href="https://www.marketingbrew.com/stories/2024/03/08/streamers-grapple-with-turnover-and-the-possibility-of-the-serial-churner-as-rates-increase" target="_blank" rel="noopener">las tasas de cancelación</a>. Así, aunque el 47% de los usuarios de streaming afirman que pasarían más tiempo en <sup>streaming6</sup> si fuera más fácil encontrar contenidos, un reciente<a href="https://cloud.google.com/blog/products/media-entertainment/google-cloud-survey-finds-personalization-key-success-for-streaming-platforms" target="_blank" rel="noopener"> estudio de Google</a> reveló que otros tantos han cancelado un servicio porque no encontraban nada que ver.</p><p>Aquí es donde la experiencia del usuario y el uso de metadatos de un servicio resultan fundamentales. La experiencia del usuario no sólo puede ayudar a diferenciar un servicio que ofrece contenidos similares de otro, sino que puede ayudar a conectar mejor al público con los contenidos que busca. ¿Cómo? Utilice los datos sobre vídeo, como género, estado de ánimo, tema -incluso imágenes personalizadas-, para asegurarse de que los programas individuales se recomiendan al público adecuado.</p><figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1193" height="857" src="https://gracenote.com/wp-content/uploads/2024/10/Search-Party-Personalized-Imagery-bordered.png?resize=1024,736" alt="" class="wp-image-1558293" srcset="https://gracenote.com/wp-content/uploads/2024/10/Search-Party-Personalized-Imagery-bordered.png 1193w, https://gracenote.com/wp-content/uploads/2024/10/Search-Party-Personalized-Imagery-bordered.png?resize=300,216 300w, https://gracenote.com/wp-content/uploads/2024/10/Search-Party-Personalized-Imagery-bordered.png?resize=768,552 768w, https://gracenote.com/wp-content/uploads/2024/10/Search-Party-Personalized-Imagery-bordered.png?resize=1024,736 1024w" sizes="(max-width: 1193px) 100vw, 1193px" /></figure><p>Los servicios de streaming han transformado el panorama televisivo en los últimos 15 años y han captado audiencias mundiales. Ahora tienen que mantenerlas. El éxito en este frente, especialmente a medida que las nuevas opciones ganan impulso, depende de maximizar la profundidad del catálogo y personalizar las experiencias de la audiencia. No sólo es evidente el apetito de los espectadores, sino que la inmensa exclusividad de los catálogos constituye una forma estratégica de captar -y mantener- a largo plazo a las audiencias nuevas y existentes.</p><p><b style="font-weight:normal;" id="docs-internal-guid-885d13b5-7fff-b610-979f-6ed1d7559f13"><span style="font-size:12pt;font-family:Calibri,sans-serif;color:#000000;background-color:transparent;font-weight:700;font-style:italic;font-variant:normal;text-decoration:none;vertical-align:baseline;white-space:pre;white-space:pre-wrap;">Si desea más información sobre la distribución de streaming, descargue nuestro último <a href="https://gracenote.com/es/insights/2024-state-of-play/">informe State of Play</a>. </span></b></p><h3 class="wp-block-heading">Fuentes</h3><ol class="wp-block-list"><li>Nielsen Panel nacional de televisión.</li><li>Los cinco proveedores mundiales de vídeo a la carta son los servicios con sede en EE.UU. que se lanzaron antes de 2020 y que se han ampliado para distribuir vídeo a escala mundial y se rastrean en al menos nueve países en la base de datos de vídeo de Gracenote.</li><li>Netflix define <a href="https://www.hollywoodreporter.com/tv/tv-news/wednesday-stranger-things-netflix-changes-top-10-rankings-1235519752/" target="_blank" rel="noopener">"visionado</a> " como el total de horas vistas dividido por la duración total.</li><li>Nielsen Clasificación de contenidos en streaming; P2+ en EE.UU.</li><li>En 2023, los programas de televisión con licencia representarán el <a href="https://www.nielsen.com/insights/2024/streaming-unwrapped-streaming-viewership-goes-to-the-library-in-2023/" target="_blank" rel="noopener">42% del tiempo dedicado al streaming</a>.</li><li><a href="https://www2.deloitte.com/us/en/insights/industry/technology/digital-media-trends-consumption-habits-survey.html#key-themes" target="_blank" rel="noopener">Encuesta</a> Deloitte 2024 sobre tendencias de los medios digitales.</li></ol></div><div class="gracenote-post__bottom"><div class="gracenote-post__tags"><h6>Etiquetas relacionadas</h6><div class="gracenote-post__tags-wrap"><a href="https://gracenote.com/es/tag/content/">Contenido</a><a href="https://gracenote.com/es/tag/personalization/">Personalización</a><a href="https://gracenote.com/es/tag/streaming/">Streaming</a><a href="https://gracenote.com/es/tag/tv/">TV</a></div></div><div class="gracenote-post__share gracenote-fade-in"><h6>Compartir</h6><div><a href="http://linkedin.com/shareArticle?mini=true&url=https://gracenote.com/insights/svod-catalogs-are-big-business-but-theyre-vastly-under-utilized/&title=SVOD+catalogs+are+big+business%2C+but+they%E2%80%99re+vastly+underutilized" target="_blank" rel="noopener"><svg xmlns="http://www.w3.org/2000/svg" width="24" height="24" viewbox="0 0 24 24" fill="none"><path d="M18.3372 18.339H15.6717V14.1622C15.6717 13.1662 15.6515 11.8845 14.2827 11.8845C12.893 11.8845 12.6807 12.9683 12.6807 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class="gracenote-post__recent"><div class="gracenote-post__recent-headings"></div><div class="gracenote-post__recent-posts"><div class="gracenote-post__recent-item gracenote-fade-in"><div class="gracenote-post__recent-img-wrap"><a href="https://gracenote.com/es/insights/whats-new-in-svod-most-of-its-content/" class="gracenote-post__recent-img" style="background-image:url(https://gracenote.com/wp-content/uploads/2024/10/remote-streaming-interface-tv.jpg?w=1024)"></a></div><h6><a href="https://gracenote.com/es/insights/whats-new-in-svod-most-of-its-content/">Novedades en SVOD La mayoría de sus contenidos</a></h6><p>A pesar de la gran variedad disponible en los servicios de streaming, la gran mayoría de la programación es muy nueva. </p><div class="gracenote-post__recent-bottom"><span>14 de noviembre de 2024</span><a href="https://gracenote.com/es/insights/whats-new-in-svod-most-of-its-content/" class="gracenote-post__recent-item-btn"><svg width="36" height="36" viewbox="0 0 36 36" fill="none" xmlns="http://www.w3.org/2000/svg"><circle cx="18" cy="17.9998" r="18" fill="#FFF"/><path d="M13.3895 18.1344H22.8799M22.8799 18.1344L18.1347 22.8796M22.8799 18.1344L18.1347 13.3892" stroke="#F40953" stroke-width="1.5" stroke-linecap="round" stroke-linejoin="round"/></svg></a></div></div><div class="gracenote-post__recent-item gracenote-fade-in"><div class="gracenote-post__recent-img-wrap"><a href="https://gracenote.com/es/insights/2024-state-of-play/" class="gracenote-post__recent-img" style="background-image:url(https://gracenote.com/wp-content/uploads/2024/11/2024-SOP-report-page-banner-v1-1-1.png?w=1024)"></a></div><h6><a href="https://gracenote.com/es/insights/2024-state-of-play/">Situación en 2024</a></h6><p>Este informe destaca las tendencias de los contenidos SVOD, las estrategias de distribución y puede utilizarse para desarrollar viajes de contenidos personalizados.</p><div class="gracenote-post__recent-bottom"><span>13 de noviembre de 2024</span><a 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recomendaciones, sino también motivos para ver la televisión.</a></h6><p>Con tantos contenidos, abundancia de servicios y ausencia de horarios de programación, el público se siente abrumado y rara vez sabe lo que quiere ver cuando lo sintoniza. </p><div class="gracenote-post__recent-bottom"><span>2 de octubre de 2024</span><a href="https://gracenote.com/es/insights/tv-audiences-need-more-than-recommendations-they-need-reasons-to-watch/" class="gracenote-post__recent-item-btn"><svg width="36" height="36" viewbox="0 0 36 36" fill="none" xmlns="http://www.w3.org/2000/svg"><circle cx="18" cy="17.9998" r="18" fill="#FFF"/><path d="M13.3895 18.1344H22.8799M22.8799 18.1344L18.1347 22.8796M22.8799 18.1344L18.1347 13.3892" stroke="#F40953" stroke-width="1.5" stroke-linecap="round" stroke-linejoin="round"/></svg></a></div></div></div></div></div><div id="contact-us-form" class="gracenote-header__popup"><div class="gracenote-header__popup-inner"><svg xmlns="http://www.w3.org/2000/svg" width="24" 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value="Technology">Tecnología</option><option value="Telecommunications">Telecomunicaciones</option><option value="Television & Cable">Televisión y cable</option><option value="Video Gaming">Video juegos</option></select></span><br /><span class="wpcf7-form-control-wrap" data-name="country"><select class="wpcf7-form-control wpcf7-select wpcf7-validates-as-required" aria-required="true" aria-invalid="false" name="country"><option value="">Localización*</option><option value="Afghanistan">Afganistán</option><option value="Aland Islands">Islas Aland</option><option value="Albania">Albania</option><option value="Algeria">Argelia</option><option value="Andorra">Andorra</option><option value="Angola">Angola</option><option value="Anguilla">Anguila</option><option value="Antarctica">Antártida</option><option value="Antigua and Barbuda">Antigua y Barbuda</option><option value="Argentina">Argentina</option><option value="Armenia">Armenia</option><option value="Aruba">Aruba</option><option 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value="Cote d’Ivoire">Costa de Marfil</option><option value="Croatia">Croacia</option><option value="Cuba">Cuba</option><option value="Curaçao">Curaçao</option><option value="Cyprus">Chipre</option><option value="Czech Republic">República Checa</option><option value="Denmark">Dinamarca</option><option value="Djibouti">Yibuti</option><option value="Dominican Republic">República Dominicana</option><option value="Dominica">Dominica</option><option value="Ecuador">Ecuador</option><option value="Egypt">Egipto</option><option value="El Salvador">El Salvador</option><option value="Equatorial Guinea">Guinea Ecuatorial</option><option value="Eritrea">Eritrea</option><option value="Estonia">Estonia</option><option value="Ethiopia">Etiopía</option><option value="Falkland Islands (Malvinas)">Islas Malvinas (Falkland Islands)</option><option value="Faroe Islands">Islas Feroe</option><option value="Fiji">Fiyi</option><option value="Finland">Finlandia</option><option value="France">Francia</option><option value="French Guiana">Guayana Francesa</option><option value="French Polynesia">Polinesia Francesa</option><option value="French Southern Territories">Territorios Australes Franceses</option><option value="Gabon">Gabón</option><option value="Gambia">Gambia</option><option value="Georgia">Georgia</option><option value="Germany">Alemania</option><option value="Ghana">Ghana</option><option value="Gibraltar">Gibraltar</option><option value="Greece">Grecia</option><option value="Greenland">Groenlandia</option><option value="Grenada">Granada</option><option value="Guadeloupe">Guadalupe</option><option value="Guatemala">Guatemala</option><option value="Guernsey">Guernsey</option><option value="Guinea-Bissau">Guinea-Bissau</option><option value="Guinea">Guinea</option><option value="Guyana">Guyana</option><option value="Haiti">Haití</option><option value="Heard Island and McDonald Islands">Islas Heard y McDonald</option><option value="Holy See (Vatican 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value="Moldova">Moldavia</option><option value="Monaco">Mónaco</option><option value="Mongolia">Mongolia</option><option value="Montenegro">Montenegro</option><option value="Montserrat">Montserrat</option><option value="Morocco">Marruecos</option><option value="Mozambique">Mozambique</option><option value="Myanmar">Myanmar</option><option value="Namibia">Namibia</option><option value="Nauru">Nauru</option><option value="Nepal">Nepal</option><option value="Netherlands">Países Bajos</option><option value="New Caledonia">Nueva Caledonia</option><option value="New Zealand">Nueva Zelanda</option><option value="Nicaragua">Nicaragua</option><option value="Nigeria">Nigeria</option><option value="Niger">Níger</option><option value="Niue">Niue</option><option value="Norfolk Island">Isla de Norfolk</option><option value="Norway">Noruega</option><option value="Oman">Omán</option><option value="Pakistan">Pakistán</option><option value="Palestine">Palestina</option><option value="Panama">Panamá</option><option value="Papua New Guinea">Papúa Nueva Guinea</option><option value="Paraguay">Paraguay</option><option value="Peru">Perú</option><option value="Philippines">Filipinas</option><option value="Pitcairn">Pitcairn</option><option value="Poland">Polonia</option><option value="Portugal">Portugal</option><option value="Qatar">Qatar</option><option value="Reunion">Reunión</option><option value="Romania">Rumanía</option><option value="Russian Federation">Federación de Rusia</option><option value="Rwanda">Ruanda</option><option value="Saint Barthélemy">San Bartolomé</option><option value="Saint Helena, Ascension and Tristan da Cunha">Santa Elena, Ascensión y Tristán da Cunha</option><option value="Saint Kitts and Nevis">San Cristóbal y Nieves</option><option value="Saint Lucia">Santa Lucía</option><option value="Saint Martin (French part)">San Martín (parte francesa)</option><option value="Saint Pierre and Miquelon">San Pedro y Miquelón</option><option 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