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Snapchat發(fā)力視頻成社交黑馬

所屬教程:金融時(shí)報(bào)原文閱讀

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2019年12月14日

手機(jī)版
掃描二維碼方便學(xué)習(xí)和分享

Snapchat發(fā)力視頻成社交黑馬

人類已經(jīng)進(jìn)入了“過(guò)度分享”的階段。Snapchat這種“閱后即焚”的功能為年輕人互相發(fā)送照片提供了安全平臺(tái),因?yàn)檫@些信息不會(huì)在網(wǎng)上留下痕跡,當(dāng)然也滿足了那些想要發(fā)送商業(yè)機(jī)密或者敏感信息的用戶。近日其日瀏覽量突破60億條,直追Facebook。

測(cè)試中可能遇到的詞匯和知識(shí):

clips 剪輯

engaging 迷人的

like-for-like 等同于

ephemeral 短暫的

Snapchat triples video traffic as it closes the gap with Facebook(489words)

By Tim Bradshaw in San Francisco

Snapchat is closing the gap with Facebook in the social networks' battle for scale in video. The number of videos viewed on messaging app Snapchat every day has tripled since May to 6bn,according to people close to the company.

That compares with the 8bn daily video views announced by Facebook last week,which has doubled from 4bn in April. Facebook's figure includes both desktop and mobile views,while Snapchat's audience — though smaller in size overall — is entirely made up of smartphone users.

Snapchat confirmed the 6bn views figure,but declined to comment further.

Video is fast becoming one of the most popular activities on social networking apps,and the race for eyeballs comes as analysts predict huge growth in digital video advertising. Clips are an important source of new revenue,as advertising rates tend to be higher for video compared with static images or text.

During last week's earnings call,Facebook chief executive Mark Zuckerberg said 500m people watched videos every day on its site and apps.

“Over the next few years,video is going to be some of the most engaging content online,” Mr Zuckerberg told analysts on Wednesday.

Last month Facebook began testing a new page dedicated to video in its app. Some 1.5m small businesses posted video to the site in September. Facebook has set its sights on beating Google's video site YouTube,which has more than 1bn monthly active users who generate “billions of views” every day. Snapchat says it has more than 100m daily active users.

Comparing the three services' video consumption on a like-for-like basis is difficult. YouTube prefers to track usage in hours,while Facebook counts a video as viewed if it has played for just three seconds. Snapchat reportedly charges advertisers for videos that play for fractions of a second,as many of its ephemeral clips are much shorter than on other platforms. Last month it launched a new ad format,“sponsored lenses”,allowing marketers to add digital “stickers” to users' video messages to promote their products.

eMarketer forecasts a 42 per cent leap in digital video revenues this year to $7.5bn in the US,while Forrester Research estimates that ad spending on the medium will reach $12.6bn in the US by 2019.

Mr Zuckerberg said last week that the kinds of video being watched on digital platforms were very different to the long-form content aired on television,requiring producers to adapt their output.

“The more interesting question is not in the near term what we're going to do to develop ways to consume long-form content,but what traditional media and content producers who have traditionally produced long-form content are going to do to chunk their stuff up better,so that way it can be more easily consumed by this big community online,” he said.

“We're just so early in this right now. It's pretty amazing how quickly it's growing,but there's a lot more to do.”

1.Which company's figure is entirely made up of smartphone users?

A.Snapchat

B.Facebook

C.Youtube

D.eMarketer

[1] 答案

2.What kind of content is more attractive to the eyeballs today?

A.static images

B.video

C.text

D.origin story

[2] 答案

3.Why it is difficult to compare the three services' video consumption?

A.different statistical methods

B.deadline is different

C.diverse statistical range

D.protect the trade secrets

[3] 答案

4.Which country is forecasted a 42 per cent leap in digital video revenues this year by eMarketer?

A.Britain

B.China

C.America

D.India

[4] 答案

[1]答案:A.Snapchat

解釋:Facebook上周宣布,其每天的視頻觀看量達(dá)到80億次,較4月的40億次實(shí)現(xiàn)翻番。Facebook的數(shù)據(jù)既包含桌面端也包含移動(dòng)端,而Snapchat的觀看量完全由智能手機(jī)用戶貢獻(xiàn)。

[2]答案:B.video

解釋:看視頻已經(jīng)成為社交網(wǎng)絡(luò)上最受歡迎的一種活動(dòng),而由于分析師預(yù)計(jì)數(shù)字視頻廣告的需求量巨大,因此各大社交網(wǎng)絡(luò)公司都在爭(zhēng)相拓展這項(xiàng)業(yè)務(wù)。

[3]答案:A.different statistical methods

解釋:YouTube習(xí)慣以時(shí)長(zhǎng)來(lái)統(tǒng)計(jì)視頻播放量,F(xiàn)acebook則以播放次數(shù)計(jì)算。

[4]答案:C.America

解釋:市場(chǎng)研究公司eMarketer預(yù)計(jì),美國(guó)今年數(shù)字視頻營(yíng)收將增長(zhǎng)42%,達(dá)到75億美元。

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