隨著科技革新,「看電視」的定義與型態重構,人們不再依賴家中電 視機,轉而使用其他終端載具來收視影音內容。2016 年被稱為台灣 OTT 元年,愛奇藝、Netflix 等眾多影音平台進入戰國時代,「追劇」(binge- watching) 一詞更在 2015 年被選為當年度代表字。中國愛奇藝目前是台灣 民眾最常使用之 OTT 影音平台,本研究透過次級資料分析、輔以深度訪談 之個案研究,探討愛奇藝之收視量測機制與策略,對照傳統之電視收視率調查,發掘數位線上時代的新型態影音收視衡量範例。

關鍵詞：OTT TV、收視率、愛奇藝
 

With the innovation of technology, the definition of “watching TV” has been changed with audience turning to other terminal vehicles other than TV sets. 2016 is known as the initial year of OTT in Taiwan, and online video platforms such as IQIYI and NETFLIX are competing, prompting “binge-watching” to be Term of The Year in 2015. As IQIYI China is the most visited OTT platform among Taiwanese viewers, the research touches on the rating mechanism and strategy of IQIYI through secondary data analysis and in-depth case studies as opposed to traditional rating systems to explore the modern viewing formats in the digital online era.

Keywords: OTT TV、Rating、IQIYI