😍 2022-09-24 04:30:00 - Paris/France.
"Tabweranso pambuyo pa malonda. Kuyambika kwazakale za kutsatsa kudziko lawailesi yakanema kumakhala ndi tanthauzo latsopano monga katundu wa Netflix inde Disney zachokera pa kukhazikitsidwa kwatsopano kwachitsanzo chotsatsa m'makampani onsewa. Zonsezi zingakhudze bwanji nkhondo ya akukhamukira ?
Kwa Netflix, cholinga chake ndikubwezeretsa kutayika kwa olembetsa ndi zotsika mtengo. Kwa Disney +, zatsala pang'ono kuthetsa kuthamangitsidwa kwaposachedwa pakutsika kwa ma cable TV ku United States. M'lingaliro limeneli, zambiri zikhoza kusokonekera pakanthawi kochepa kwa makampaniwa ndi omwe amapikisana nawo. Kuchuluka kwa malo otsatsa kumatha kutsitsa mitengo yamakampani, makamaka ngati chuma chachepa. Zotsatsa zambiri paola zitha kukhumudwitsa owonera.
Komabe, ngati makampani apawailesi yakanema apambana, sangatsitsimutsenso kukula, komanso kupezanso mphamvu zomwe zatayika chifukwa chachuma chotsekedwa cha malonda a pawayilesi. Google inde Facebook. "Ma TV olumikizidwa ndi omwe angagwetse makoma a minda yokhala ndi mipanda," akutero Jeff Greenwoyambitsa ndi CEO wa Kauntala yamalonda (TTD), yomwe imapikisana ndi Malembo ngati nsanja yogulitsira malonda ndipo adagwirizana ndi Disney pakutsatsa kotsatsa.
Microsoft, wosewera wotsatsa malonda, ayeneranso kupindula. Roku ikhoza kukhala ndi mwayi wabwinoko kuposa momwe mtengo wake wamsika umasonyezera. " Disney, Warner Bros ndi Discovery adzapindula ndi injini zolemera", tsindikani owunika a Jefferies muzolemba. "Pakadali pano, Netflix ikukumana ndi zoopsa zambiri," akuwonjezera. Ndipo m'makampani onse, kuphatikiza kwina kumawoneka ngati kosapeweka.
Kutsatsa kwachuluka kale akukhamukira. Zomwe zimasintha tsopano ndi sikelo. Netflix imalamulira omvera. Ogwiritsa ntchito adawonera zomwe zili mphindi 1,3 biliyoni nyengo yatha, pafupifupi kuyambira kumapeto kwa September watha mpaka kumayambiriro kwa May, malinga ndi deta ya Nielsen, kudzera mu lipoti la BofA Securities. Ndiko pafupifupi kuwirikiza kawiri chidwi chomwe chimaperekedwa kwa CBS, mtsogoleri wazowonera pawailesi yakanema, munthawi yomweyi, komanso kuwirikiza kasanu chidwi choperekedwa ku msonkhano waukulu wachiwiri pawailesi yakanema. akukhamukira ku United States, Disney+.
Netflix yangobweretsa kukhazikitsidwa kwa ntchito yake yothandizidwa ndi zotsatsa pa Disembala 8 kuti itsogolere Disney +. Izi zikutanthauza kuti mufuna kutseka otsatsa anu pakutha kwa mwezi uno. Iyenera kuyamba ndi mphindi zinayi "zotsatsa zotsatsa" pa ola la zomwe zili.
Jessica Reif Ehrlich, katswiri wofufuza nkhani ku Bank of America, akulosera zomwe amazitcha kuwonjezereka kwamitengo mwakachetechete. " Sizikudziwika kuti owonera amakhala mphindi zitatu, zinayi, zisanu. Tiye tikuyembekeza kuti sitikuwona zotsatsazo motsatira mzere, zomwe sizingapirire”, adauza katswiriyu mu lipoti.
Chithunzi cha CPM
Ntchito za akukhamukira otchuka kwambiri, komwe ogwiritsa ntchito amalipira zolembetsa kuti ayambe ziwonetsero nthawi iliyonse yomwe akufuna, amatchedwa SVOD. Mtengo ukaperekedwa ndi zotsatsa, monga zosankha zatsopano za Netflix ndi Disney +, zimatchedwa AVOD. Ndalama zotsatsa zimatsimikiziridwa ndi kuchuluka kwa zotsatsa, kukula kwa omvera, ndi CPM, kapena mtengo pachiwonetsero chilichonse, ndipo zimatanthawuza mtengo ukafikira kuchuluka kwa mawonedwe.
Zotsatsa zimagulitsidwa kumayambiriro kwa malonda kumapeto kwa kasupe komanso koyambirira kwa chilimwe, komanso mphindi yomaliza mumsika womwe umadziwika kuti wobalalika. The Makampani a TV amagwiritsa ntchito njira ya karoti ndi ndodo kupeza malonjezo oyambilira, kupereka mipando yabwino panthawi yagawo ndi kuchenjeza za chindapusa chokwera kwa iwo omwe akuyembekezera kubalalika.
Kuti tifotokoze mwachidule zomwe zikuchitika masiku ano zotsatsira pa TV, zotsogola zakhala zolimba chaka chino, koma kusewera kwa ndege kwakhala kosagwirizana. Komanso, mpaka pano, a akukhamukira yapanga zotsatsa zake zambiri m'njira yomwazika, pomwe wailesi yakanema yachikhalidwe imakhalabe yayikulu. Izi zakhazikitsidwa kuti zisinthe.
Tsopano, funso lofunika kwambiri: Kodi ma CPM a Netflix achokera kuti? " Ngati ndi kotheka, zitha kupangitsa kuti bizinesi yonse ipite patsogolo. », ndemanga mu Jeffries. "Ngati ali otsika, mudzafunika kutsatsa kwakukulu mwachangu, ndipo simungathe kubweza makasitomala omwe ataya kulembetsa kwamitengo yonse," akuwonjezera.
Hulumwachitsanzo, ndi wakale wakale wa kugulitsa zotsatsa akukhamukira ndikupeza CPM yoyerekeza pakati pa $20 ndi $30. Disney ali ndi magawo awiri pa atatu a Hulu ndipo agula ena onse kuchokera ku Comcast mu 2024. HBO Max ndi chithunzi chachikulu cha CPM, ndipo mitengo yake ndi $40.
Nathan Schindler, Katswiri wa Bank of America ndi wokhazikika pamsika wamasheya ndipo akuyembekezera CPM kwa kampani ya $20-$40. Pakuwunika kwaposachedwa, adawerengera kuti angafunike $ 3,8 biliyoni pazotsatsa zapachaka kuti apeze ndalama zolipirira zotayika, ndipo apanga ndalama zosakwana $ 1,8 biliyoni.
Tim Nolen, kuchokera ku Macquarie Research, akulosera kuti Netflix adzalandira madola 50 ku CPM pofika chaka choyamba ndi madola 60 pofika 2025. Panthawiyi, akuneneratu kuti kampaniyo idzapanga ndalama zokwana madola 3.600 miliyoni kuti ziwonetsedwe ku Estados Unidos y Canada, ndi 8.500 miliyoni. kuchita dziko.
Chinthu chimodzi chomwe chingakhudze Netflix CPM kuyambira pachiyambi ndikuti kampaniyo ipereka chidziwitso chochepa kwa owonera. Chiyanjano ndi Microsoft chithandiza, pamapeto pake. "Inki pamgwirizanowu siwuma ngakhale," akutero Ratko Vidakovic, woyambitsa wa AdProfs wothandizira paukadaulo. "Zidzawatengera nthawi kuti akhazikitse zida zatsopano zotsatsa zomwe zingawathandize kuti azitha kutsata zotsatsa zapamwamba," akuwonjezera.
La kanema wawayilesi wanthawi zonse ali ndi kuthekera kochepera kutsata owonera molondola. Intaneti ndiyosavuta, koma kwa nthawi yayitali imadalira matekinoloje monga kutsatira makeke omwe amadzutsa nkhawa zachinsinsi. Apple ndi Zilembo zasokoneza ma cookie a chipani chachitatu pazida zawo, ndipo tsopano otsatsa akuyang'ana dziko pambuyo pake.
Pa nthawi, ntchito za akukhamukira khalani ndi maubwenzi achindunji a kirediti kadi ndi makasitomala, kuwapatsa chidziwitso chamtengo wapatali chomwe chingapangitse otsatsa ndalama zambiri. Zomwe amafunikira ndi njira yoti azitha kukonza kampeni yawo popanda Netflix kugawana zambiri zamakasitomala kapena kulola anthu ena kuti azitsatira ogwiritsa ntchito patsamba lina ndikukutsatsa pamtengo wotsika.
SOURCE: Ndemanga za News
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