2021年经济学人 付费有线电视的衰落(2)（在线收听）

A second factor is content.

第二个因素是内容。

American cable TV is running out of shows as studios move their best ones to their own streaming platforms.

随着制片公司将他们最好的节目转移到自己的流媒体平台上，美国有线电视的节目即将耗尽。

In Europe, where some streamers have yet to launch, pay-TV firms retain the rights to many of the most popular titles.

在欧洲，一些流媒体尚未推出，付费电视公司保留了许多最受欢迎的电视节目的版权。

Britons seeking the third season of WarnerMedia’s “Succession”, for instance, must go to Sky, a Comcast-owned satellite firm, since Warner’s HBO Max has yet to stream outside the Americas.

例如，英国人想要看华纳传媒的《接班》第三季，就必须去康卡斯特旗下的卫星公司Sky上看，因为华纳的HBO Max还没有在美洲以外的地区提供服务。

The last reason Europe still favours cable is that American streamers have forged partnerships with European pay-TV firms rather than competing with them.

欧洲仍然青睐有线电视的最后一个原因是，美国流媒体运营商已经与欧洲付费电视公司建立了合作伙伴关系，而不是竞争关系。

In the race for subscribers, the quickest way for streamers to bulk up in Europe has been to join forces with satellite and cable incumbents.

在争夺订户的竞争中，流媒体公司在欧洲扩大规模的最快方式是与卫星和有线电视公司联手。

They are the ones with access to consumers and the ability to handle local marketing and ad sales.

他们能够接触到消费者，并有能力处理当地的市场营销和广告销售。

In Spain, Vodafone offers bundled subscriptions to Netflix, Disney+ and others.

在西班牙，沃达丰为网飞、迪士尼+等公司提供捆绑订阅服务。

Next year ViacomCBS’s Paramount+ will launch in six European countries on Sky’s platform.

明年，维亚康姆哥伦比亚广播公司的派拉蒙+将于天空电视台的平台上在6个欧洲国家推出。

Will cord-cutting eventually cross the Atlantic?

切断有线电视的趋势最终会跨越大西洋吗？

As long as Hollywood studios continue to license their programming to local players, consumers will have every reason to stick with pay-TV.

只要好莱坞制片公司继续将节目授权给当地的电视公司，消费者就有充分的理由继续使用付费电视。

For the studios themselves those deals are lucrative, points out Mr Broughton: “Doing a Disney and cancelling all those contracts, then replacing them with your direct-to-consumer service, leaves you with a bit of a gap in your financials.”

布劳顿指出，对于电影公司本身来说，这些交易是有利可图的：“创建一个迪士尼，取消所有那些合同，然后取而代之，直接面向消费者的服务，这会给你的财务状况留下一点缺口。”

In the long run, though, studios would rather bring viewers onto their own platforms, as in America.

不过，从长远来看，电影公司更愿意把观众引到自己的平台上，就像美国这样。

In that scenario, pay-TV firms may be left with little to offer but sport, alongside streaming bundles of the sort offered by France’s Orange or Britain’s Virgin Media.

在这种情况下，付费电视公司可能没有什么可提供的了，除了体育和法国Orange或英国Virgin Media提供的流媒体捆绑服务。

Warner plans a gradual European roll-out of HBO Max over the next few years.

华纳计划在未来几年逐步在欧洲推出HBO Max。

By the time the fourth season of “Succession” is out, audiences may be watching it online.

等到《继承人》第四季播出时，观众们可能已经在网上观看了。