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A second factor is content.
第二個(gè)因素是內(nèi)容。
American cable TV is running out of shows as studios move their best ones to their own streaming platforms.
隨著制片公司將他們最好的節(jié)目轉(zhuǎn)移到自己的流媒體平臺(tái)上，美國(guó)有線電視的節(jié)目即將耗盡。
In Europe, where some streamers have yet to launch, pay-TV firms retain the rights to many of the most popular titles.
在歐洲，一些流媒體尚未推出，付費(fèi)電視公司保留了許多最受歡迎的電視節(jié)目的版權(quán)。
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，英國(guó)人想要看華納傳媒的《接班》第三季，就必須去康卡斯特旗下的衛(wèi)星公司Sky上看，因?yàn)槿A納的HBO Max還沒(méi)有在美洲以外的地區(qū)提供服務(wù)。
The last reason Europe still favours cable is that American streamers have forged partnerships with European pay-TV firms rather than competing with them.
歐洲仍然青睞有線電視的最后一個(gè)原因是，美國(guó)流媒體運(yùn)營(yíng)商已經(jīng)與歐洲付費(fèi)電視公司建立了合作伙伴關(guān)系，而不是競(jìng)爭(zhēng)關(guān)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.
在爭(zhēng)奪訂戶的競(jìng)爭(zhēng)中，流媒體公司在歐洲擴(kuò)大規(guī)模的最快方式是與衛(wèi)星和有線電視公司聯(lián)手。
They are the ones with access to consumers and the ability to handle local marketing and ad sales.
他們能夠接觸到消費(fèi)者，并有能力處理當(dāng)?shù)氐氖袌?chǎng)營(yíng)銷和廣告銷售。
In Spain, Vodafone offers bundled subscriptions to Netflix, Disney+ and others.
在西班牙，沃達(dá)豐為網(wǎng)飛、迪士尼+等公司提供捆綁訂閱服務(wù)。
Next year ViacomCBS’s Paramount+ will launch in six European countries on Sky’s platform.
明年，維亞康姆哥倫比亞廣播公司的派拉蒙+將于天空電視臺(tái)的平臺(tái)上在6個(gè)歐洲國(guó)家推出。
Will cord-cutting eventually cross the Atlantic?
切斷有線電視的趨勢(shì)最終會(huì)跨越大西洋嗎？
As long as Hollywood studios continue to license their programming to local players, consumers will have every reason to stick with pay-TV.
只要好萊塢制片公司繼續(xù)將節(jié)目授權(quán)給當(dāng)?shù)氐碾娨暪?，消費(fèi)者就有充分的理由繼續(xù)使用付費(fèi)電視。
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.”
布勞頓指出，對(duì)于電影公司本身來(lái)說(shuō)，這些交易是有利可圖的：“創(chuàng)建一個(gè)迪士尼，取消所有那些合同，然后取而代之，直接面向消費(fèi)者的服務(wù)，這會(huì)給你的財(cái)務(wù)狀況留下一點(diǎn)缺口?！?/p>
In the long run, though, studios would rather bring viewers onto their own platforms, as in America.
不過(guò)，從長(zhǎng)遠(yuǎn)來(lái)看，電影公司更愿意把觀眾引到自己的平臺(tái)上，就像美國(guó)這樣。
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.
在這種情況下，付費(fèi)電視公司可能沒(méi)有什么可提供的了，除了體育和法國(guó)Orange或英國(guó)Virgin Media提供的流媒體捆綁服務(wù)。
Warner plans a gradual European roll-out of HBO Max over the next few years.
華納計(jì)劃在未來(lái)幾年逐步在歐洲推出HBO Max。
By the time the fourth season of “Succession” is out, audiences may be watching it online.
等到《繼承人》第四季播出時(shí)，觀眾們可能已經(jīng)在網(wǎng)上觀看了。
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