😍 2022-04-27 07:36:58 - Paris/Fabkis.
Kev ua lag luam ntawm streaming txuas ntxiv nws cov evolution nyob rau hauv thawj peb lub hlis twg ntawm 2022. Kev Lom Zem ntawm Kev Xav, peb cov kev ntsuas kev daws teeb meem streaming, nthuav tawm cov cwj pwm hauv qab no ntawm cov neeg siv khoom hauv Tebchaws Meskas rau thawj peb lub hlis twg ntawm 2022:
- Qhov feem ntawm cov tsev neeg Asmeskas nrog streaming vis dis aus stagnated ntawm 86% (nce 0,4% QoQ), tom qab pom kev loj hlob loj hauv lub quarter thib plaub ntawm 2021. Qhov no txhais tau tias 110,2 lab tsev neeg tam sim no tau nkag mus rau cov kev pabcuam video. streaming, los ntawm Lub Peb Hlis 2022.
- Txawm hais tias dav ruaj khov, muaj qhov sib txawv ntawm kev loj hlob ntawm theem ntawm streaming. SVoD (streaming Kev them nyiaj tsis muaj kev tshaj tawm) poob qis 0,2% rau 81,4%, thaum AVoD (streaming pay-per-view) nce los ntawm 2,2% mus rau 20,2% kev nkag hauv tsev neeg. FAST (streaming ad-txhawb pub dawb) nce 0,9% rau 25,3%.
- Thaum lub streaming AVoD thiab FAST txuas ntxiv mus, lawv txoj kev loj hlob tau qeeb los ntawm lawv txoj kev loj hlob sai hauv peb lub hlis dhau los.
- Tshaj-xov-xov-xov-TV them nyiaj ruaj khov thiab tseem muaj 60% ntawm Asmeskas kev nkag mus hauv tsev neeg
- 8% ntawm cov tsev neeg Asmeskas tau txais kev pabcuam tshiab hauv thawj peb lub hlis twg, piv rau 9% hauv lub quarter thib plaub ntawm 2021.
- Amazon Prime Video yog qhov chaw siab tshaj plaws rau cov neeg siv khoom tshiab SVoD rau lub quarter thib plaub sib law liag, tab sis nws qhov kev sib faib tau nqis 3 feem pua ntawm cov ntsiab lus hauv peb lub hlis twg. HBO Max thiab Paramount + pom qhov loj tshaj plaws hauv kev sib koom ntawm cov neeg siv tshiab txog li 12% thiab 9% feem.
- Tus naj npawb ntawm subscribers rau Netflix txuas ntxiv poob rau lub quarter thib tsib sib law liag, sau txog kev poob qis hauv tsev neeg nkag mus ntawm 0,2% peb lub hlis twg. Qhov no yog qhov poob ntawm 4 feem pua ntawm cov ntsiab lus hauv ib xyoos.
- Nyob rau lub sijhawm thaum tag nrho SVoD stagnating, cov ntsiab lus tseem ua rau kev loj hlob. Cov npe zoo li 1883 ntawm Paramount +, Mandalorian ntawm Disney +, thiab Ted Lasso ntawm Apple TV + yog tsav cov ntsiab lus raws li kev sau npe.
- Tom qab txuas ntxiv kev loj hlob nyob rau hauv lub quarter dhau los, pawg tau kawg theem tawm. Cov tsev neeg nruab nrab tau nkag mus rau 4,7 cov kev pabcuam, tsis hloov ntawm ib lub hlis twg mus rau lwm qhov.
- Zuag qhia tag nrho, Tebchaws Asmeskas tuaj yeem mus txog qhov siab tshaj plaws. Cia siab tias yuav pom ntau dua unsubscribe thiab hloov tus nqi raws li cov neeg siv khoom xaiv ntau dua txog qhov lawv saib. Rau cov platforms ntawm streaming, tam sim no yog lub sijhawm kom paub tseeb tias lawv khaws cov streamers koom nrog tom qab lawv ua tiav cov ntsiab lus nrog lawv qhov yooj yim navigable interface thiab cov ntsiab lus pom zoo. Raws li nrog CNN +, nws tuaj yeem nyuaj rau cov neeg tuaj tshiab los ua pov thawj lawv tus nqi hauv kev lag luam saturated. Cia siab tias yuav pom ntau tus nqi-taw qhia tus nqi kom tsis txhob tshem tawm, xws li kev txiav txim siab los ntawm Netflix ib qho pheej yig dua, ad-raws li kev xaiv. Txawm hais tias cov kev sib tw no, Asmeskas cov streamers tsis tawm hauv qeb streaming.
Tam sim no yog lub sijhawm los nthuav tawm cov tswv yim kev loj hlob thiab ua kom muaj txiaj ntsig zoo sib tw kom tuav tau thiab yeej cov streamers tshiab.
Stacking ncov mus txog thiab kev txiav txim tuag tes tuag taw
Cov pawg tau tawm hauv thawj peb lub hlis twg, pom tsis muaj kev loj hlob ntawm qhov nruab nrab ntawm cov kev pabcuam los ntawm streaming sab laj los ntawm tsev neeg. Ntawm tag nrho streaming, qhov nruab nrab tus lej tseem nyob ntawm 4,7 cov kev pabcuam, tsis hloov pauv ntawm lub quarter thib plaub. Hauv lub streaming kev them nyiaj rau cov neeg siv khoom nkag mus rau 3,7 cov kev pabcuam hauv ib tsev neeg, kuj tsis hloov pauv ntawm lub quarter thib plaub. Raws li qhia los ntawm qhov ruaj khov nkag ntawm streaming, lub stacking stabilization kuj qhia tias Tebchaws Meskas tsis txo cov streaming raws li pom nyob rau hauv lwm lub teb chaws (piv txwv li UK, tsav los ntawm kev lag luam). Nws tseem muaj lub luag haujlwm tseem ceeb hauv tsev neeg Asmeskas. Thawj peb lub hlis twg tshem tawm cov xwm txheej muab cov ntaub ntawv ntxiv. Kev tshem tawm ntawm lub platform streaming txhawm rau txuag nyiaj tseem yog lub hauv paus tsav tsheb, tab sis qhov no tseem tsis hloov pauv piv rau lub quarter thib plaub. Raws li kev nce nqi khoom muag thoob plaws ntiaj teb ua rau cov nqi qis dua, cov streaming yog ntau ntawm kev siv nyiaj tsis yooj yim hauv Tebchaws Meskas. Tebchaws Meskas tuaj yeem ncav cuag cov ntsiab lus saturation xwb. Nrog kev xaiv ntau, cov neeg siv khoom muaj lub sijhawm nyuaj nrhiav cov ntsiab lus uas lawv xav saib.
Qhov tseem ceeb tshem tawm yam tseem ceeb hauv thawj peb lub hlis twg
Nws tau nyuaj thiab nyuaj rau cov streamers nrhiav cov ntsiab lus uas lawv xav saib, thiab lawv tau nce npe thiab tom qab ntawd tshem tawm cov kev pabcuam tom qab saib cov ntsiab lus tshwj xeeb. Tsis tas li ntawd, qhov kev npaj tshem tawm hauv lub quarter thib ob ntawm lub xyoo no tau nce ntxiv los ntawm qhov tsis muaj cov ntsiab lus tshiab hauv TV / yeeb yaj kiab. Lub ntsiab kev zam rau txoj cai no yog Netflix, uas ua rau qhov tseeb thiab yav tom ntej tshem tawm nrog tus nqi nce. Tus nqi nce ntawm Netflix tsim tawm 15% ntawm nws cov ntawv tso tseg hauv Q9 (vs. 29% kev lag luam nruab nrab) thiab 18% ntawm kev npaj tshem tawm hauv QXNUMX (vs. XNUMX% kev lag luam nruab nrab).
Kev txiav txim tuag tes tuag taw nrog cov neeg tuaj saib
Yog tias Asmeskas tau mus txog qhov kev xaiv ntau dhau lawm, ua rau nws nyuaj rau nrhiav cov ntsiab lus sib koom ua ke, peb tuaj yeem cia siab tias yuav pom ntau qhov hloov pauv ntawm lub platform es tsis txhob muaj ntau pawg. Yog li ntawd, peb tuaj yeem cia siab tias yuav pom ntau thiab ntau tus neeg saib kos npe thiab tshem tawm rau cov ntsiab lus tshwj xeeb. Qhov no txhais tau hais tias cov platforms yuav tsum ua lag luam hnyav thiab pom zoo cov npe tshwj xeeb uas tsis yog cov ntawv teev npe dav dav los pab cov neeg siv khoom nrog kev txiav txim siab tuag tes tuag taw.
Nqe ib txwm ua lub luag haujlwm
Txawm tias stagnation ntawm streaming zuag qhia tag nrho tuaj yeem raug ntaus nqi rau cov ntsiab lus, nws yog qhov tseeb tias tus nqi ib txwm ua lub luag haujlwm hauv streaming. AVOD (streaming them ad-txhawb) thiab FAST (streaming ad-txhawb pub dawb) ob leeg tau nce lawv qhov nkag mus rau thawj peb lub hlis twg ntawm 2022, thaum SVoD ruaj khov. Qhov no qhia tau hais tias cov neeg siv khoom xav paub ntau ntxiv txog tus nqi ntawm cov nyiaj rau ib qhov kev tso npe thiab tab tom txiav txim siab tshaj tawm kev xaiv kom tau txais txiaj ntsig zoo tshaj plaws. Raws li peb tau pom nrog stacking, yog tias cov neeg siv khoom tsis pom tus nqi hauv cov ntsiab lus uas lawv tau them rau, lawv yuav tsis sau npe rau cov platform ntxiv ntawm tus nqi siab dua. Hloov chaw, peb tau pom tus nqi qis lossis kev xaiv pub dawb tsav kev loj hlob hauv qeb ntawm streaming. Txawm li cas los xij, kev loj hlob ntawm AVoD thiab FAST qeeb qeeb hauv thawj peb lub hlis twg.
AVoD tau nce txog 1 feem pua ntawm cov ntsiab lus hauv peb lub hlis twg-tshaj-lub quarter thiab nrawm los ntawm 2 feem pua ntawm cov ntsiab lus hauv peb lub hlis twg. Qhov no yog qhov poob qis los ntawm lawv Q4'21 kev loj hlob ntawm 4 feem pua cov ntsiab lus rau AVoD thiab 5 feem pua cov ntsiab lus rau FAST. Tej yam tsis zoo economic cuam tshuam rau lub streaming yuav tsum txhawb kom muaj kev loj hlob ntawm cov kev xaiv qis qis es tsis txhob ua kom lawv txoj kev loj hlob qeeb. Qhov no ntxiv qhia qhov inelasticity ntawm lub streaming nyob rau hauv Teb Chaws Asmeskas tsev neeg txheeb ze rau lwm lub ntiaj teb kev lag luam.
Ntawm lub hauv paus platform, muaj kev zam rau stagnation ntawm SVoD ntawm tus nqi ntawm AVoD thiab FAST. HBO Max thiab Paramount + ob leeg pom kev loj hlob ntau dua hauv lawv cov qib SVoD dua li lawv qib AVoD. Peacock SVoD tau ntsib kev loj hlob ntau dua li Peacock FAST. Cov no tuaj yeem ua rau kev lag luam los ntawm qib qis, uas txhais tau hais tias lawv ua pov thawj lawv tus nqi thiab muab cov ntsiab lus koom nrog rau lawv cov thwjtim.
Case Study: Paramount +
Paramount +, tseem yog ib qho ntawm cov hluas tshaj plaws platforms nyob rau ntawd, qhia tau hais tias yuav ua li cas ib lub npe tuaj yeem txhawb kev loj hlob. Paramount + SVoD loj hlob los ntawm 20% hauv thawj peb lub hlis twg, piv rau 17% hauv lub quarter thib plaub ntawm 2021. Nws qib AVoD tau qis dua 1% hauv thawj peb lub hlis twg, tom qab ze li ob npaug ntawm qhov loj hauv lub quarter dhau los. Tshiab Paramount + SVOD kev tso npe feem ntau yog tsav los ntawm cov ntsiab lus tshwj xeeb. Cov ntsiab lus tshwj xeeb tsav 64% ntawm lawv cov npe SVOD, piv rau SVoD nruab nrab ntawm 37%. Rau Paramount + SVoD, cov ntsiab lus tsav kev loj hlob yog 1883 ( sawv cev 35% ntawm SVoD cov npe tshiab rau cov ntsiab lus tshwj xeeb) thiab Star Trek franchise ( sawv cev 16% ntawm SVoD tshiab rau npe rau cov ntsiab lus tshwj xeeb). Lawv kuj dhau-indexed lawv ntau yam ntawm TV series, uas tsav 20% ntawm cov npe tshiab SVoD, piv rau qhov nruab nrab ntawm 16% rau SVoD.
Thaum SVOD tab tom tsav lub platform txoj kev loj hlob, Paramount + yog tsav kev txaus siab ntawm nws cov neeg siv AVoD uas twb muaj lawm. Hauv Q4'21, Paramount + AVoD muaj NPS cov qhab nia ntawm 22, zoo tom qab AVoD nruab nrab ntawm 37. Hauv Q1'22, Paramount + AVoD kaw qhov sib txawv, coj nws NPS nce 10 cov ntsiab lus, thaum AVoD nruab nrab poob 3 cov ntsiab lus. Qhov no qhia tau tias lawv tuaj yeem cia siab tias yuav txo qis AVoD tshem tawm hauv lub quarter thib ob ntawm 2022 yog tias lawv tuaj yeem txaus siab rau lawv cov neeg siv tam sim no. Qhov no kuj sawv cev rau kev sib pauv rau SVoD yog tias lawv tuaj yeem ua kom pom tus nqi ntxiv los ntawm kev nce qib.
Paramount + AVoD txhim kho ob yam uas ua rau cov neeg siv khoom txaus siab. Thawj yog tus nqi ntawm cov ntsiab lus qub. Cov ntsiab lus tseem ceeb txhawb kev txaus siab rau 38% ntawm lawv cov neeg siv khoom, nce 6% QoQ. Qhov thib ob yog lawv qhov yooj yim ntawm kev siv. Qhov no ua rau muaj kev txaus siab los ntawm 43% ntawm lawv cov neeg siv khoom, nce 7% QoQ. Qhov no qhia txog qhov tseem ceeb ntawm lub interface yog li cas rau kev tsav cov ntsiab lus kev koom tes thoob plaws txhua lub platform.
Streamers uas pom tias nws nyuaj rau siv lub platform interface muaj lub sijhawm nyuaj nrhiav cov ntsiab lus thiab yog li muaj kev pheej hmoo ntau dua ntawm kev tsis ua npe. Ib yam li ntawd, nws yuav yog qhov tseem ceeb rau Paramount + SVoD uas yog lub cuab yeej tseem ceeb kom cov neeg saib koom nrog tom qab saib ib lub npe lawv tau kos npe rau. Txwv tsis pub, lawv muaj kev pheej hmoo siab churn li streamers hloov mus rau cov ntsiab lus sib txawv ntawm lwm lub platform.
Case Study: Tus nqi ntawm Bundling: Disney+ / Hulu / ESPN +
Disney + kev nkag mus hauv tsev neeg tau nce 2% hauv thawj peb lub hlis twg kom ncav cuag 24% ntawm Asmeskas cov tsev. Thaum zoo, qhov no yog nqis los ntawm nws txoj kev loj hlob 7% hauv lub quarter thib plaub. Ib yam li ntawd, Hulu tau nce 2% qoq (rau 28%) thiab ESPN + tau nce 1% qoq (rau 6%). Vim yog Disney +, Hulu, ESPN + pob, qhov kev ua tau zoo ntawm peb lub platform no tau txuas nrog. Ntawm tag nrho Disney + pob, 34% ntawm lawv yog Hulu-ESPN + pob, nce los ntawm 38% hauv QXNUMX.
Saib thoob plaws peb lub platform, nws zoo li ESPN + cuam tshuam rau qhov pom ntawm cov pob khoom. Saib ua ntej ntawm NPS, Disney + thiab Hulu khaws lawv cov qhab nia NPS siab tshaj peb lub hlis twg, thaum SVoD qeb NPS poob 4 cov ntsiab lus. ESPN +, ntawm qhov tod tes, poob nws NPS 9 cov ntsiab lus rau qhov qhab nia ntawm 29, piv rau SVoD nruab nrab ntawm 42, Disney + tau qhab nia ntawm 45, thiab Hulu tau qhab nia ntawm 48.
Sib piv cov txiaj ntsig kev txaus siab, nws pom tseeb tias Disney + thiab Hulu ua tau zoo ntawm cov ntsiab lus xws li ntau yam ntawm cov yeeb yaj kiab classic thiab cov menyuam yaus cov ntsiab lus rau Disney + thiab ntau yam TV series rau Hulu. Raws li ESPN + tau tsom mus rau kev ua kis las, cov ntsiab lus kis las yog qhov chaw siv tau los ua kom muaj kev txaus siab.
Thaum muab piv rau qhov tsis txaus siab, ESPN + sawv tawm rau nws qhov kev sib tshuam thiab kev siv yooj yim. Qhov no ua rau muaj kev cuam tshuam ob npaug ntawm qhov tsis muaj cov ntsiab lus ntau yam thiab tsis zoo interface. Paramount + AVoD qhia txog qhov tseem ceeb ntawm kev sib cuam tshuam hauv kev tsav tsheb cov ntsiab lus kev koom tes. Nrog ESPN + tsis muaj nyob rau hauv ob qho tib si, nws pom tseeb tias qhov no yuav muaj kev cuam tshuam ntau dua rau ESPN + platform nrog rau Disney + trilogy pob. Txhawm rau ua pov thawj tus nqi ntawm Trilogy Pob, Disney +, Hulu, thiab ESPN + yuav tsum tau ua kom paub tseeb tias lawv tus kheej muab tus nqi txaus thiab kev xaiv rau cov streamers hauv tsev. Tsis tas li ntawd, cia siab tias kev sau npe los ntawm pob ntawv no yuav qeeb thaum cov neeg siv khoom nce rov ntsuas dua lub platform uas lawv sau npe rau.
Netflix : Nrhiav txoj hauv kev tshiab kom tau raws li cov neeg siv khoom
Qhov kev txiav txim siab rau Netflix zoo li inevitable li toj roob hauv pes ntawm lub streaming txav mus rau nws theem tom ntej. Lub tuam txhab daim ntawv tshaj tawm cov nyiaj tau los, uas qhia cov lej poob siab, qhia tau tias cov tswv yim pom tshiab yog qhov tsis muaj tseeb. SVoD-tsav cov uas tsis tshua kim, ntim khoom, thiab them nyiaj los ntawm cov phiaj xwm txhawb nqa tuaj yeem yog qhov chaw siv tau mus. Txawm hais tias muaj kev sib tw ntawm kev nthuav tawm qib kev txhawb nqa kev tshaj tawm, qhov kev txav no tuaj yeem yog qhov tseem ceeb ntawm kev coj rov qab Netflix nyob ntawm txoj kev.
Thaum Netflix yuav tsum tau ntsib lossis tshaj nws qhov kev kwv yees…
KOJ: Xyuas Xov Xwm
Tsis txhob yig los qhia peb cov lus hauv social network kom muab kev txhawb zog rau peb. 🍿