{"id":30137,"date":"2022-04-23T00:13:00","date_gmt":"2022-04-22T22:13:00","guid":{"rendered":"https:\/\/reviews.tn\/news\/pour-prosperer-netflix-peut\/"},"modified":"2022-04-23T03:12:21","modified_gmt":"2022-04-23T01:12:21","slug":"pour-prosperer-netflix-peut","status":"publish","type":"post","link":"https:\/\/reviews.tn\/news\/pour-prosperer-netflix-peut\/","title":{"rendered":"Pour prosp\u00e9rer, Netflix peut"},"content":{"rendered":"

\u2714\ufe0f 2022-04-23 00:13:00 – Paris\/France. <\/strong>
\n<\/p>\n

Photo : Andr\u00e9 M. Chang\/Zuma Press<\/p>\n

Netflix<\/a> a nomm\u00e9 de nombreux coupables pour son premier trimestre moche : une guerre en Ukraine, la reprise mondiale du Covid \u00e0 la maison, la concurrence de nouveaux streamers, le partage de mots de passe \u2013 pr\u00e8s d’un tiers des t\u00e9l\u00e9spectateurs de Netflix<\/a> volent apparemment le service.<\/p>\n

Dans le m\u00eame temps, les clients payants semblent dispara\u00eetre \u00e0 un rythme acc\u00e9l\u00e9r\u00e9. Apr\u00e8s avoir perdu 200 000 au premier trimestre, Netflix<\/a> s’attend \u00e0 perdre encore deux millions au second. Pas \u00e9tonnant que l’action se soit effondr\u00e9e – il n’y a pas d’autre mot pour cela – en baisse de 35 % mercredi, poursuivant une chute qui a commenc\u00e9 en janvier et a d\u00e9clench\u00e9 une chronique similaire ici.<\/p>\n

La question lancinante demeure\u00a0: est-ce que le Streaming<\/a> pure-play, le plus petit d\u00e9nominateur commun, est un mod\u00e8le commercial con\u00e7u pour durer\u00a0?<\/p>\n

Un d\u00e9fi n’a pas \u00e9t\u00e9 mentionn\u00e9 dans le mea culpa du PDG de Netflix<\/a>, Reed Hastings, mais a \u00e9t\u00e9 abord\u00e9 quelques semaines plus t\u00f4t par le pr\u00e9sident sortant de Disney. Avec timidit\u00e9, comme s’il \u00e9tait g\u00ean\u00e9 de le citer, Bob Iger a point\u00e9 du doigt des concurrents qui n’ont pas besoin de gagner de l’argent gr\u00e2ce au Streaming<\/a>. \u00abIl ne fait aucun doute que les entreprises technologiques ont les poches profondes, Apple \u00e9tant un excellent exemple, Amazon en \u00e9tant un autre. . . . Je ne veux pas leur sugg\u00e9rer [Streaming<\/a> affiliates] sont des entreprises \u00e0 perte, mais elles sont dans ces entreprises pour d’autres raisons.<\/p>\n

En fait, il voulait sugg\u00e9rer qu’ils sont des produits d’appel. Le d\u00e9fi devient \u00e9vident dans la prochaine grande bataille sur les droits sportifs. Apple et Amazon seraient les principaux pr\u00e9tendants au forfait complet NFL Sunday Ticket de DirecTV, un long jeu de balle pour la part d’audience. Apple a r\u00e9cemment commenc\u00e9 \u00e0 diffuser le baseball du vendredi soir, diffusant notamment des publicit\u00e9s entre les manches, d\u00e9jouant tout espoir que Tim Cook acc\u00e9l\u00e9rerait plut\u00f4t le jeu. Amazon diffuse les matchs de la NFL du jeudi soir depuis 2017, ce qui lui donne \u00e9galement le contr\u00f4le de l’inventaire publicitaire.<\/p>\n

Disney de M. Iger est lui-m\u00eame un conglom\u00e9rat de divertissement diversifi\u00e9, avec de nombreuses fa\u00e7ons de gagner de l’argent qui manquent \u00e0 Netflix<\/a>, de ses parcs \u00e0 th\u00e8me et de sa commercialisation \u00e0 ses r\u00e9seaux de t\u00e9l\u00e9vision par c\u00e2ble, en Streaming<\/a> et de diffusion financ\u00e9s par la publicit\u00e9. <\/p>\n

De sombres nouvelles pour Netflix<\/a> sont \u00e9galement de sombres nouvelles pour la nouvelle Warner Bros. Discovery, cr\u00e9\u00e9e lorsque AT&T a d\u00e9nou\u00e9 sa fusion de courte dur\u00e9e avec Time Warner, dont l’atout le plus pr\u00e9cieux \u00e9tait le fleuron du Streaming<\/a> HBO Max. Sous Ma Bell, alors qu’il pouvait \u00eatre associ\u00e9 \u00e0 un service haut d\u00e9bit ou sans fil, HBO Max avait au moins une strat\u00e9gie pour l’un des casse-t\u00eate du Streaming<\/a>, comment r\u00e9duire le taux de d\u00e9sabonnement ou le mal de t\u00eate des abonn\u00e9s qui sautent du service apr\u00e8s avoir regard\u00e9 l’\u00e9mission \u00e0 succ\u00e8s actuelle.<\/p>\n

En raison de sa concentration singuli\u00e8re sur les abonnements au Streaming<\/a>, Netflix<\/a> a toujours \u00e9t\u00e9 destin\u00e9 \u00e0 \u00eatre particuli\u00e8rement tourment\u00e9 par le d\u00e9sabonnement. En r\u00e9ponse, la direction a d\u00e9pens\u00e9 trop pour le contenu dans l’espoir de cr\u00e9er un flux constant de succ\u00e8s irr\u00e9sistibles. M\u00eame apr\u00e8s la d\u00e9b\u00e2cle boursi\u00e8re de cette semaine, Netflix<\/a> a seulement d\u00e9clar\u00e9 qu’il s’efforcerait de ne pas d\u00e9penser son budget de programmation annuel de 20 milliards de dollars pour autant de mauvais programmes.<\/p>\n

Comparez cela \u00e0 Apple ou Amazon, ou AT&T avant de d\u00e9charger ses propri\u00e9t\u00e9s Warner, qui utilisent le Streaming<\/a> comme \u00e9dulcorant pour leurs entreprises beaucoup plus grandes, leur permettant d’\u00eatre plus s\u00e9lectifs et \u00e9conomiques dans leurs investissements en contenu et (avouons-le) de ne pas cr\u00e9er ainsi beaucoup de dreck algorithmique comme \u00ab\u00a0Red Notice\u00a0\u00bb.<\/p>\n

Ce qui nous am\u00e8ne \u00e0 la grande reddition de Netflix<\/a> mardi. Apr\u00e8s avoir rejet\u00e9 l’id\u00e9e pendant une d\u00e9cennie, M. Hastings a surpris le monde en disant que la soci\u00e9t\u00e9 envisagerait de lancer une version financ\u00e9e par la publicit\u00e9 de son service dans l’espoir de r\u00e9tablir la croissance des abonn\u00e9s et d’aider \u00e0 payer cette facture de contenu g\u00e9ante. <\/p>\n

L’abandon de M. Hastings sur les publicit\u00e9s sera probablement le premier de nombreux abandons de choses qui ont fait de Netflix<\/a> une marque brillante et un favori des consommateurs. Le partage de mot de passe devra dispara\u00eetre. L’observation excessive des nouvelles saisons devra dispara\u00eetre, comme le montre sa d\u00e9cision de diviser la derni\u00e8re saison de \u00ab\u00a0Ozark\u00a0\u00bb en deux tranches \u00e0 livrer \u00e0 des mois d’intervalle. Le recours \u00e0 des offres de lancement lowball, \u00e0 des remises, \u00e0 des offres group\u00e9es et \u00e0 d’autres formes de jeu marketing familiers aux industries moins ang\u00e9liques deviendra probablement la norme. Une carte de cr\u00e9dit de marque Netflix<\/a> peut-elle \u00eatre loin derri\u00e8re ?<\/p>\n

Lorsqu’un service qui avait une int\u00e9grit\u00e9 – un mot que j’utiliserai \u00e0 bon escient, pour signifier une int\u00e9grit\u00e9, une simplicit\u00e9, une franchise et une absence de duplicit\u00e9 dans sa proposition aux consommateurs – se retrouve \u00e0 recourir \u00e0 des gadgets, A) ce n’est pas le seul : pensez \u00e0 l’app\u00e2t- et les offres de commutation, les frais cach\u00e9s et les obstacles d’annulation utilis\u00e9s par la t\u00e9l\u00e9vision par c\u00e2ble pour renforcer son mod\u00e8le de revenus une fois que la b\u00e9n\u00e9diction originale et sans m\u00e9lange d’une r\u00e9ception parfaite et de beaucoup plus de cha\u00eenes disponibles est devenue un vieux chapeau pour les utilisateurs. <\/p>\n

Et B) cela signifie aussi une d\u00e9gradation permanente de son image et de sa r\u00e9putation aupr\u00e8s des clients. Cela signifie devenir juste une autre marque impure et conflictuelle dont les utilisateurs se moquent m\u00eame s’ils se sentent oblig\u00e9s de la consommer. Est-ce que Netflix<\/a> est pr\u00eat pour \u00e7a ? <\/p>\n

Quelques instants apr\u00e8s avoir agress\u00e9 Chris Rock sur sc\u00e8ne, l’acteur a re\u00e7u une ovation du public hollywoodien. Images : Zuma Press\/Reuters Composite : Mark Kelly<\/p>\n

Copyright \u00a92022 Dow Jones & Company, Inc. Tous droits r\u00e9serv\u00e9s. 87990cbe856818d5eddac44c7b1cdeb8<\/p>\n

Paru dans l’\u00e9dition imprim\u00e9e du 23 avril 2022.\n <\/p>\n

SOURCE : Reviews News<\/a><\/em> <\/p>\n

N\u2019h\u00e9sitez pas \u00e0 partager notre article sur les r\u00e9seaux sociaux afin de nous donner un solide coup de pouce. \ud83c\udf55<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

\u2714\ufe0f 2022-04-23 00:13:00 – Paris\/France. Photo : Andr\u00e9 M. Chang\/Zuma Press Netflix a nomm\u00e9 de nombreux coupables pour son premier trimestre moche : une guerre en Ukraine, la reprise mondiale du Covid \u00e0 la maison, la concurrence de nouveaux streamers, le partage de mots de passe \u2013 pr\u00e8s d’un tiers des t\u00e9l\u00e9spectateurs de Netflix volent […]<\/p>\n","protected":false},"author":9,"featured_media":30138,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_focuskw":"","_yoast_wpseo_focuskw_text_input":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[122,128],"tags":[1084,1105,477,239,7385,5319,506,1104,1201,7386,375,2633,7381,2621,194,7384,864,874,511,3147,117,520,7379,504,524,7380,127,171,505,519,522,451,7382,7383,123,124,125,514,37,521,509,523,510,515],"class_list":["post-30137","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-netflix","category-streaming","tag-actualites-corporatives-industrielles","tag-actualites-industrielles","tag-art","tag-commentaires","tag-commentaires-opinions","tag-consommateurs","tag-culture-loisirs","tag-dentreprise","tag-de-largent","tag-des-avis","tag-diffusion","tag-diffusion-de-contenu-multimedia","tag-dirigeants","tag-distribution-de-contenu-multimedia","tag-divertissement","tag-droits-sportifs","tag-filtre-dactualites-ce-executive","tag-filtre-dactualites-executifs-ce","tag-filtres-factivas","tag-fournisseurs-de-services-en-ligne","tag-la-technologie","tag-les-nouvelles-generales","tag-les-spectateurs","tag-media-divertissement","tag-medias","tag-modele-daffaires","tag-netflix","tag-netflix-streaming","tag-nouvelles-politiques-generales","tag-politique","tag-radio","tag-services-de-diffusion-en-continu","tag-spectateurs","tag-stock","tag-streaming","tag-streaming-films","tag-streaming-series","tag-synd","tag-technologie","tag-television","tag-television-radio","tag-type-de-contenu","tag-types-de-contenu","tag-wsj-pro-wsj-com"],"yoast_head":"\nPour prosp\u00e9rer, Netflix peut - Reviews News - Actualit\u00e9 High-tech, hardware, consoles, jeux vid\u00e9o et divertissement<\/title>\n<meta name=\"description\" content=\"\u2714\ufe0f 2022-04-23 00:13:00 - Paris\/France. 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