😍 2022-04-21 20:18:00 - Paris/France.
Anthu akamawonera TV, amafuna FAST - mawu amakampani a "TV yapaintaneti". akukhamukira zaulere, zothandizidwa ndi malonda. Makasitomala akuyamba kutembenukira ku TV akukhamukira zothandizidwa ndi ad, zomwe zakhala zikuziziritsa msika wa ntchito zolembetsa kwa nthawi yayitali ndikuwopseza kukula kwa masheya. Netflix ndi zisudzo ena.
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"Pazaka zapitazi za 10, tawona kuwonjezeka kofulumira kwa SVOD (kanema wolembetsa pakufunika)," adatero Colin Dixon, katswiri wa nScreenMedia. "Tsopano ndi nthawi ya a akukhamukira ndalama ndi malonda. Muwona kukula kofanana, ngati sikofulumira, kwa malo otsatsa (kanema mu akukhamukira) zomwe tidachita ndi omwe sanatsatire. »
Sizinayambe zakhala zomveka bwino monga sabata yatha, pamene chimphonacho akukhamukira Netflix anachita zosaganizirika ndipo anakamba nkhani ya kanemayo akukhamukira ndalama zotsatsa. Kampaniyo itatulutsa lipoti loyipa mgawo loyamba, tsopano ikufuna kupereka gawo lolembetsa lomwe limaphatikizapo zotsatsa pamtengo wotsika mtengo wanthawi zonse. Netflix. Zochita Netflix adataya gawo limodzi mwa magawo atatu a mtengo wake Lachitatu pambuyo pofotokoza za kutsika modabwitsa kwa olembetsa ndikulosera kuti kutayika kwakukulu kwamakasitomala kukubwera.
Nzosadabwitsa Netflix (NFLX) imatenga nthawi. Pachiwopsezo ndi kuchuluka kwa ndalama zotsatsira zomwe zikuthamangitsa odula zingwe ndi zingwe. Ndalama zotsatsa zayamba kusuntha, limodzi ndi omvera, kuchokera ku chingwe chachikhalidwe ndi mawayilesi apawailesi yakanema kupita kumayendedwe aku TV.
Chaka chatha, ndalama zotsatsa pa TV padziko lonse lapansi zidafika $ 171 biliyoni, pomwe $ 16,6 biliyoni idapita ku nsanja zapa TV pa intaneti, malinga ndi kampani yotsatsa malonda GroupM. Ngakhale kuti ndalama zotsatsa pa TV zachikhalidwe zikuyembekezeka kukhala zotsika pang'ono m'zaka zikubwerazi, ndalama zotsatsa pa intaneti zapa TV zikuyembekezeka kufika $32,6 biliyoni pofika 2026, GuluM idatero.
Otsogolera oyambilira pa TV mu akukhamukira kutengera kutsatsa
TV mu akukhamukira othandizidwa ndi zotsatsa adzakhala ndi kupezeka kwakukulu pakutsatsa koyambirira chaka chino. Chaka chilichonse masika, ma TV amapereka mapulogalamu awo kwa otsatsa ndikusayina zogula zotsatsa za chaka chomwe chikubwera. Nyengo yoyambirira ikuyamba kwambiri mu Meyi, malinga ndi Adweek.
"Makanema otsatsa omwe akufunidwa (AVOD) komanso makanema apawayilesi aulere (FAST) ndi omwe apambana kwambiri pankhondo ya akukhamukira, m'malingaliro athu, chifukwa 'yaulere' idakali ndi TAM yayikulu kwambiri (msika wonse wopezeka)," katswiri wa Needham Laura Martin adatero m'makalata aposachedwa kwa makasitomala.
Ngati atasiyanitsidwa ndi magawo a Google, YouTube ingakhale yamtengo wapatali pafupifupi $300 biliyoni, malinga ndi katswiri wina. (Thais Ceneviva/Shutterstock.com)
Wopambana momveka bwino mu kanema wapaintaneti wothandizidwa ndi zotsatsa mpaka pano ndi YouTube, ya kampani yayikulu ya Google. Malembo (GOOGL), akutero. Ngati YouTube ingagulitse mosiyana ndi Zilembo, zitha kukhala pafupifupi $ 300 biliyoni, Martin adatero.
Wina woyamba vidiyo wopambana mu akukhamukira ndalama ndi malonda ndi Amazon.fr (AMZN). Ndi nsanja yake ya Fire TV ndi IMDb TV service, ili ndi madera ambiri ogulitsa malonda. Amazon ikupanganso IMDb TV ngati Amazon Freevee kuyambira pa Epulo 27. Kuphatikiza apo, kudzera m'mabizinesi ake a e-commerce, Amazon imatha kutsata zogula zenizeni zomwe zimayendetsedwa ndi kutsatsa.
"Amazon ikukhala mtsogoleri mwachangu pamalo ano," adatero Dixon. "Kodi mungaganize za kampani yomwe imadziwa zambiri za owonera kuposa Amazon? »
Ananenanso kuti: "Atha kumangiriza zotsatsa. Izi zikhala zosangalatsa kwambiri kwa otsatsa mtsogolo. Balakonzya kuba acilongwe cini-cini aacibalo eeci. »
Makampani atolankhani omwe adadziwika kale akuwona zomwe zikuchitika
Makampani azamatolankhani alowanso pamsika waulere, wothandizidwa ndi ma TV. Padziko Lonse (PARA) ali ndi Pluto TV. Comcast (CMCSA) ku Xumo. Renard (FOXA) ali ndi Tubi.
Fox's Tubi ndi chitsanzo cha media okhazikika omwe amalowa muvidiyo ndi akukhamukira ndalama zotsatsa. (Tubi TV)
Osewera ena pamsika wa AVOD akuphatikizapo chaka's (ROKU) Roku Channel, Plex ndi Crackle Msuzi wa nkhuku wosangalatsa wa moyo (CSSE). Ngakhale opanga TV Samsung, LG ndi Vizio (VZIO) adalowa mumasewerawa kudzera pamapulatifomu awo anzeru pa TV.
Opanga ma TV ndi akukhamukira kukhala ndi malire pamsika wa AVOD popeza amapatsa ogwiritsa ntchito njira yolowera akukhamukira kanema. Makampani aku likulu la Catbird akuphatikiza Amazon, Roku, Samsung ndi LG.
M'mwezi wapitawu, ChidwiChake (CURI) ndi YouTube adayambitsa zatsopano za FAST.
Zifukwa zotembenukira ku FAST
Le akukhamukira Kanema wa FAST nthawi zambiri amatanthauza njira za akukhamukira mayendedwe amakanema omwe amawulutsa zomwe zakonzedwa monga mawayilesi apawailesi yakanema. Komabe, akatswiri ambiri akukulitsa tanthauzo kuti aphatikizepo AVOD popeza ntchito zambiri zothandizidwa ndi zotsatsa tsopano zikupereka mitundu yonse iwiri. Ndi AVOD, owonera amasankha kanema kapena gawo la TV lomwe akufuna kuwonera.
"Kusiyana pakati pa misika iwiriyi kukucheperachepera tsiku lililonse," adatero Dixon.
Makanema a FAST akuchulukirachulukira pazifukwa zingapo, atero Brett Sappington, wofufuza pakampani yofufuza ya Interpret. Ndipo sikuti ogula akufuna kutsitsa mtengo wawo Netflixiye akuti.
Poyang'anizana ndi kulumala kwa kusankha pakati pa plethora ya zosankha za akukhamukira, ogula amayamikira luso lomwe ali nalo ndi AVOD kungotsegula njira ndikuyamba kuyang'ana, malinga ndi Sappington.
Kuphatikiza apo, ndalama zotsatsira ndizotsika poyerekeza ndi zawamba zapa TV. Ntchito za FAST nthawi zambiri zimawulutsa zotsatsa mphindi zisanu ndi zitatu mpaka 10 pa ola limodzi, poyerekeza ndi mphindi 14 mpaka 18 zotsatsa zamakanema amndandanda wanthawi zonse.
Otsatsa akuthamangitsa ogula omwe atayika pawailesi yakanema ndi akukhamukira
Kusintha kwamavidiyo akukhamukira TV yothandizidwa ndi malonda ndiyofunikira kwa otsatsa, omwe ataya ogula ku TV yopanda malonda m'zaka zaposachedwa.
Magulu ochita kafukufuku apeza kuti anthu 4,7 miliyoni a ku United States anataya anthu olembetsa ku TV chaka chatha chaka chatha. (0meer - stock.adobe.com)
Chaka chatha, ntchito zama TV zolipirira zachikhalidwe monga chingwe ndi satellite zidataya olembetsa pafupifupi 4,7 miliyoni ku United States, malinga ndi Leichtman Research Group. Izi nditataya olembetsa pafupifupi 4,9 miliyoni mu 2020.
Vuto lomwe vidiyoyi ili nayo akukhamukira Bizinesi yothandizidwa ndi zotsatsa tsopano ikuyang'anizana ndi yakuti omvera agawika pakati pa mautumiki osiyanasiyana, adatero Sappington.
"Kuwona ntchito zotsatiridwa ndi zotsatsa ndizambiri koma sizozama," adatero. “Kutsatsa kumagwira ntchito kwambiri. »
Mawonedwe adzakula pamene zinthu zofunika kwambiri zikupita kuzinthu zotsatiridwa ndi malonda. Izi zikuphatikiza zaposachedwa, zapadela, ndi masewera apompopompo.
Msika akukhamukira atha kupindulanso ndi kuphatikiza kwina, akutero Dixon.
"Limodzi mwamavuto amsika wamasiku ano ndikuti ndizovuta kwambiri komanso zogawika," adatero Dixon. "Ngati mukufuna kuyambitsa kampeni yotsatsa ndikufikira anthu pama TV awo olumikizidwa, muyenera kudziwa momwe mungayikitsire zotsatsa zosachepera 10, mwina makina 15 opangira ma TV (machitidwe opangira) kuti mufikire omvera omwe mukufuna. kutsutsa.
Netflix Stock: ntchito zolipiridwa zimapereka magawo omwe amathandizidwa ndi zotsatsa
Pakadali pano, ntchito zolembetsa zopanda zotsatsa zimawonjezera zotsika mtengo, zothandizidwa ndi zotsatsa. Ntchito zotsika mtengo zimapereka ndalama zowonjezera komanso ogwiritsa ntchito atsopano omwe angawagulitsire ntchito zolipirira.
Mtengo Netflix m'munsi ndi zomwe CEO Reed Hastings amalingalira akamakumbatira kanema akukhamukira ndalama zotsatsa. (chonyamulira parade / Shutterstock)
Ntchito zolembetsa zoyambira zotsika mtengo za AVOD zokhala ndi zotsatsa zikuphatikiza Hulu, Kupezeka kwa Warner Bros.(WBD) HBO Max, Paramount+ kuchokera ku Paramount ndi Peacock kuchokera ku Comcast. Walt Disney (DIS) ikukonzekera kupereka mtundu wotsika mtengo wa ntchito yake ya Disney + ndi zotsatsa kumapeto kwa chaka chino.
Pulojekiti ya Netflix kuwonjezera chopereka chothandizidwa ndi zotsatsa kumapangitsa kukhala kanema wamkulu waposachedwa kwambiri akukhamukira polembetsa kuti atenge mulingo wa AVOD, chinthu chomwe amachinyoza kwa zaka zambiri.
Chief Executive Officer Reed Hastings adati kampaniyo ikuchitapo kanthu kuti ipatse ogula mwayi wosankha pamitengo yosiyanasiyana Netflix. Ofufuza zamsika Netflix gwirizana ndi ganizoli.
"Amene adatsatira Netflix dziwani kuti ndakhala ndikutsutsana ndi zovuta zotsatsa komanso zokonda kwambiri kusavuta kulembetsa, ”adatero Hastings pamsonkhano. "Koma monga momwe ndimakondera izi, ndine wokonda kwambiri kusankha kwa ogula. »
New ecosystem ya kanema wawayilesi mu akukhamukira zotsatsa
Kusintha kwa TV akukhamukira zothandizidwa ndi zotsatsa zidalimbikitsa chilengedwe ndi makampani atsopano kuti athandizire mtundu wabizinesi. Ecosystem iyi ikuphatikiza makampani omwe amagulitsa ndikuyika zotsatsa akukhamukira ndi omwe amayezera ndi kulunjika kwa omvera.
Ntchito yowonera TV ya Nielsen ikhoza kukumana ndi mpikisano wowopsa ngati kanema wapaintaneti akukhamukira zotsatsa zimakula. (Zithunzi za Tada - stock.adobe.com)
Makampani a Adtech amakonda Innovid (TVC), zazikulu (MGNI), PubMatic (PUBM) ndi Kauntala yamalonda (TTD) akumenyera gawo la msika womwe ukukula pa intaneti wa TV. Pa nthawi yomweyo, ambiri ntchito zazikulu za akukhamukira monga Roku amapereka nsanja zawo zotsatsa.
Nthawi yomweyo, mautumiki atsopano oyezera omvera amafuna kusintha Nielsen (NLSN) monga owonera asinthira akukhamukira kanema. Otsutsa a Nielsen akuphatikizapo Comscore (SCOR), iSpot, Samba TV ndi VideoAmp.
“Chigawo chilichonse chazotsatsa tsopano chikuzolowera dziko latsopano la akukhamukira"Anatero Dixon wa nScreenMedia.
Koma vidiyoyi ili ndi zovuta akukhamukira ngati masheya Netflix zachoka m'mafashoni ndi osunga ndalama tsopano pambuyo pofika pachimake panthawi ya mliri wa Covid-19.
Lachitatu, gulu la IBD Leisure-Movies & Related industry, lomwe limaphatikizapo masheya Netflix, Roku ndi ena owonetsa makanema, adakhala pa 185 pamagulu 197 omwe amatsatiridwa ndi IBD.
Tsatirani a Patrick Seitz pa Twitter pa @IBD_PSseitz kuti mumve zambiri zaukadaulo wa ogula, mapulogalamu ndi ma semiconductor stocks.
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Onani masheya pamndandanda wa atsogoleri pafupi ndi malo ogula
SOURCE: Ndemanga za News
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