✔️ 2022-09-08 15:00:00 - Paris/France.
Strategic aggregation ndi kuphatikiza kwakhala njira yopititsira patsogolo akukhamukira, malinga ndi akatswiri a TheWrap
"Zikuwoneka kuti mitolo ndi mkwiyo watsopano pakusinthika kwa kanema wawayilesi akukhamukira", Michael Lyons, mkulu woyang'anira zachuma ku JuiceMedia.io, bungwe lothandizira zofalitsa padziko lonse lapansi komanso makampani ogulitsa mwachindunji, adauza TheWrap.
Chifukwa chiyani kuphatikizika ndi mitolo kwatchuka
Ndi ntchito zambiri umafunika kuchokera akukhamukira kanema pakufunika (SVOD), msika wolunjika kwa ogula wakhala wopikisana kwambiri kuposa "The Bachelor" ndi "The Bachelorette" pamodzi.
Ngakhale ludzu la ogula lokhala ndi zinthu zomwe limapangitsa kuti ntchito zingapo zizichitika pa bajeti ya mwezi uliwonse, omvera amakhala osankha kwambiri akakumana ndi mavuto azachuma omwe ali mtsogolo. M'gawo lachiwiri, kampani ya data ya Antenna idawona kuchuluka kwa olembetsa ku US kotala (+ 1,2%) ndi kuchuluka kwathunthu kwa olembetsa olembetsa (+ 2,5 miliyoni) kutsika kwambiri.
Kukula kotereku kwa zolembetsa ku mautumiki apamwamba a SVOD ku United States (Antenna)
Ichi ndi chimodzi mwa zifukwa zomwe phukusi la akukhamukira Zopanga - monga mtolo wa Disney wa $ 13 pamwezi womwe umaphatikizapo Disney +, Hulu ndi ESPN +, kuphatikiza mwayi wotsatsa zotsatsa kuchokera ku Disneyland - zikukula kwambiri, ngakhale ntchito zodziwika izi zitha kukhala pachiwopsezo cha kusintha. mikhalidwe.
"Mayanjano awa ndi mitolo yamitengo ndi njira yothandizira pang'ono pazomwe zikubwera pakanthawi kochepa: kukwera kwamitengo ndi kugulitsa kwa ogula," katswiri wa Omdia Sarah Henschel adauza TheWrap.
Pamene kuchepa kwachuma kukufinya zikwama, mitengo ya churn - kapena kuchuluka kwa makasitomala omwe amaletsa zolembetsa zawo munthawi yoperekedwa - imakonda kukwera. Kumayambiriro kwa chaka chino, bungwe lofufuza kafukufuku la Kantar linanenanso kuti ogula aku US adasiya kuwonjezera zina akukhamukira - chiwerengero chonse cha zolembetsa chikukhazikika pa avareji ya 4,7.
Ichi ndichifukwa chake makampani osangalatsa amafuna kupatsa olembetsa mndandanda wazinthu m'malo mwa ntchito imodzi yokha yosangalatsa. Amazon Prime imaphatikizapo kutumiza kwaulere tsiku lotsatira et Kanema woyamba; mtolo wa Apple One umapereka Apple TV+ pamodzi ndi Apple Music, Apple Arcade, iCloud+, Apple News+ ndi Apple Fitness+. Makasitomala akufuna mtengo wochulukirapo, ndipo aliyense kuchokera ku Hollywood kupita ku Silicon Valley akungoyang'ana kuti adziwe momwe angawabweretsere.
Kutsidya kwa nyanja, komwe msika wapamwamba kwambiri (OTT) sunakhazikike bwino kupitilira kutsogolera koyambirira Netflix, Disney, ndi Amazon, pakhoza kukhala mipata yambiri yopangira mitolo yomwe imaphatikizapo mpikisano wina wankhanza ku United States. Mwachitsanzo, Paramount Global ndi Comcast akugwirizana ndi SkyShowtime, ntchito ya SVOD yomwe imagwirizanitsa katundu wamakampani awiriwa m'madera 22 a ku Ulaya. Komabe, opikisana nawo akuluakulu sangalowe mu mgwirizano woterewu ku United States.
Kuyambira tsopano, pamene aliyense utumiki wa akukhamukira akupitiriza kuchuluka kwa olembetsa a Netflix (220,7 miliyoni) ndi Disney + (152,1 miliyoni), mitolo yotsika mtengo, yowonjezera mtengo ndi njira yopangira makasitomala mwachangu. Ichi ndichifukwa chake ntchito za akukhamukira nthawi zambiri amaphatikizidwa mu mapulani a intaneti ndi mafoni, monga mgwirizano wa Apple TV + ndi makasitomala a T-Mobile ndi Xfinity omwe amalandira zolembetsa zaulere za Peacock.
“Apa ndi pamene ntchito za akukhamukira amagwiritsidwa ntchito ndi mafakitale ena kuti awonjezere phindu ndikulola ogula kukhala ndi mitundu yambiri, osalandira mtengo, "anatero Craig Brown, Mtsogoleri wa Kutumiza ku Global Marketing Agency ndi Marketing Partner wa Google Incubeta, ku TheWrap.
Ndani adzapambane pankhondo zamagulu?
Kuphatikizika, kuphatikizika ndi kusonkhanitsa ndi njira yopambana pakadali pano, koma zikuwonekerabe kuti ophatikizira omaliza adzakhala ndani: ogwiritsa ntchito ma TV anzeru, ophatikiza ma tchanelo monga Apple TV ndi Roku, zimphona zazikulu za telecom kapena zowulutsira mwachindunji kwa ogula. okha.
"Ndikukayikira kuti opanga ma TV anzeru ndi omwe ali ndi mwayi wopanga komanso kukhala ndi mitolo ya ogula," adatero Henschel. "Ali ndi kuthekera kobweretsa [zotsatsa zaulere akukhamukira TV] njira, mapulogalamu akukhamukira, malo ogulitsa makanema otsatsa ndi [kanema wotengera zotsatsa] ntchito zonse pamalo amodzi.
Ngakhale zabwino zodziwikiratu zomwe zida monga Amazon Fire ndi Samsung TV zitha kukhala nazo, Henschel adawona kuti opanga ma TV omwe amayang'ana kwambiri pa hardware adzafunika kupanga ma pivots aukadaulo munjira yawo kuti apambane, zomwe sizikhala zabwino nthawi zonse. .
Kumbali yomwe ili pankhondo yaku Hollywood, Brown amawona opambana ochepa omwe ali ndi malire. "Omwe apambana kwanthawi yayitali mderali ndi omwe atha kupanga zomwe amakonda kwambiri ogula, zomwe zimayika Disney, Netflix ndi Peacock kudzera ku NBC ali ndi maudindo amphamvu chifukwa nthawi zonse akhala akuchita bizinesi yokhazikika," adatero. .
Disney + ndi Hulu pamodzi amawongolera 30% ya magawo olembetsa a SVOD apamwamba ku US, Netflix amawongolera 26% ndipo Pikoko amakhala pa 7%, pa mlongoti.
Le akukhamukira m'mitolo kukhala zosakondedwa ngati chingwe?
Munthawi yodula zingwe, ogawa omwe ali ngati Hulu + Live TV ndi YouTube TV alowa m'malo mwa ogawa mavidiyo amtundu wamitundu yambiri (MVPD) monga Comcast, DirecTV ndi Dish.
Koma ngati mafakitale akukhamukira okhwima, owonerera ambiri akhumudwa ndi masewera ovuta a mipando ya nyimbo yomwe amakakamizika kusewera kuti adziwe komwe angapeze mapulogalamu omwe amakonda komanso nthawi. Mu Julayi, "Mind Minds" idachoka Netflix kwa Paramount+, kungolengeza zaposachedwa zonena za kubweranso kwachiwonetserochi Netflix. Chiwombankhanga chachikulu kwambiri cha Cable, "Yellowstone" ya Paramount Network, imawulutsidwa pa Peacock, osati Paramount+. Ziwonetsero za Marvel Netflix idasowa kwa milungu ingapo koyambirira kwa chaka chino isanayambikenso pa Disney +.
Ngakhale kuphatikizika kwamtengo wapatali ndi kuphatikizira kumathandizira kukonza zosangulutsa mwa kubweretsa pamodzi mautumiki angapo pamalo amodzi a digito, njirayo imakhalanso pachiwopsezo cholemetsa ogula, monga ma waya otupa komanso ovuta kwambiri. Ndi chenjezo kuti a Lyons awona kulowerera mumakampani.
"Popeza zakale ndi zatsopano, titha kuyembekezera kuti ogula atengepo kanthu pazovuta za zopereka zatsopanozi," adatero.
SOURCE: Ndemanga za News
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