✔️ 2022-04-19 11:00:22 - Paris/France.
Abadlali ababini beemfazwe ze Ukusasaza ividiyo - Netflix kunye neDisney + - kudala bexhathisa iintengiso, bebonisa ukungafuni ukuya kuthotho lweprimiyamu yomoya efana ne "Izinto ezingaqhelekanga" okanye "I-Mandalorian" ecaleni kweentengiso ezithengisa isepha yesitya, isoda kunye namayeza.
“Akukho ntengiso ikhoyo Netflix – ixesha,” utshilo uReed Hastings, omnye wabaphathi abakhulu be Netflix, kwiminyaka eliqela eyadlulayo, imbono wayiphinda kangangexesha elithile. “Asicingi ukuba amava omthengi angalunga kakhulu ukuba besinokuthengisa kwiDisney +,” utshilo uChristine McCarthy, igosa eliyintloko lezemali likaDisney, ngasekupheleni kuka-2020.
Kodwa ngoku, ii-streamers ziqala ukufika kwi-Madison Avenue.
Njengoko ubhubhane oluqhutywa ngubhubhane ekubhaliseni lubonisa iimpawu zokuncipha, iinkampani ezinkulu zemithombo yeendaba kunye netekhnoloji ziqala ukufumana intengiso kwintengiso. Ukufikelela abantu abaninzi - kubandakanywa nabo benziwe ukuba bangabi naxabiso ngokunyuka kwamaxabiso aphezulu kunye nokugqithiswa komrhumo - abasasazi babonelela ngesivumelwano: ukuvezwa kwiintengiso kutshintshiselwano lwamaxabiso aphantsi.
Kwiveki ephelileyo, iAmazon yaphinda kabini inkonzo yayo Ukusasaza I-ad-ixhaswa simahla, iyithiya ngokutsha i-IMDb TV's Freevee kwaye ibhengeze izicwangciso zokunyusa uhlahlo lwabiwo-mali lwenkqubo. I-HBO Max yaqala ukubonisa iintengiso ehlotyeni, kwaye ukusukela ngoJanuwari, inani elifanayo labantu libhalisele kuhlobo lokuthengisa malunga nenqanaba layo lasimahla.
Kodwa ukuphononongwa kwakhona kwakumangalisa ngakumbi phakathi Netflix kunye neDisney.
Ungaze uthi soze,” uSpencer Neumann, igosa eliyintloko lezemali Netflix, malunga nokuba kunokwenzeka ukuba intengiso ifike Netflix. Amagqabantshintshi, ngelixa engazibophelelanga, akwanele ukuthumela abatyali-mali kunye nabahlalutyi, ababezibuza ukuba ingaba iphakamise iiflegi ezibomvu malunga nokukhula okucothayo kwenkampani, ibe kwimeko yokutshatyalaliswa '.
IDisney yakhawuleza ngakumbi ekuguqukeni kwayo. Ngo-Matshi, i-Disney inkampani yabhengeza ukuba izakwazisa intengiso ephantsi ye-Disney + kulo nyaka, ichaza ukuba iya kuba "yibhloko yokwakha kwindlela yenkampani ekufezekiseni" iinjongo zayo zokubhalisa.
“Xa imisebenzi ye Ukusasaza iqalile kwaye amaxabiso ayekwidijithi ephakathi, kwakungekho gumbi okanye isidingo kuba amaxabiso ayekhuphisana kwaye asezantsi ngokwaneleyo, utshilo uJB Perrette, umongameli weli. Ukusasaza kwihlabathi liphela eWarner Bros. Ukufunyanwa, inkampani entsha yomzali we-HBOMax. "Kodwa umxholo uyabiza, kwaye njengoko ixabiso leentengiso ezingenantengiso linyukile - ukuya kwinqanaba lokufikisa kwezinye zezi phakheji, kwaye Netflix uqhubela phambili - kufuneka ahlawulwe. »
Inani lababhalisi kwiinkonzo ezixhaswa yi-ad liye laqhuma. Ekupheleni konyaka ophelileyo, abantu abazizigidi ezili-129 bebesebenzisa inkonzo yentengiso yevidiyo efunwayo, ngokutsho kwe-Insider Intelligence, umphandi wentengiso. qinisa. Ngo-2025, inkampani iqikelela ukuba inani liya kunyuka liye kubasebenzisi abazizigidi ezili-165. Ngokufanayo, ingeniso yentengiso yevidiyo yenyuka nge-51% kunyaka ophelileyo ukuya kwi-39,5 yeebhiliyoni zeedola, ngokutsho kwe-Interactive Advertising Bureau, umbutho wezorhwebo.
“ITV yasimahla, esekwe kwintengiso ayisekho etafileni yabantwana,” utshilo uJennifer Salke, intloko yeAmazon Studios, ebonelela ngenkqubo kuFreevee.
Abanye abaphathi bathi ukuza kweentengiso bekungenakuphepheka kuba imveliso yentengiso yentengiso Ukusasaza ibonakalisa ngakumbi into ekhoyo kumabonwakude amashumi eminyaka: umxube wokusasaza, intambo esisiseko kunye neentengiso, kunye neenkonzo zeprimiyamu ezingahlawulelwanga zorhwebo.
“Ngeendlela ezininzi, sibona ukuvela ngokutsha kwesiqingatha senkulungwane yokugqibela kamabonwakude kwixesha Ukusasaza“, wabhengeza uMnu. Perrette, umlawuli we Ukusasaza eWarner Bros. I-Discovery, ipotifoliyo yayo ikwabandakanya iDiscovery+.
Amanye amaqonga Ukusasaza bebesenza iintengiso iminyaka; I-Hulu ineentengiso ukususela ngo-2007, idibanisa i-ad-free tier ngo-2015. Inkampani, ephethwe yi-Disney, ifikelela phantse isiqingatha sazo zonke izindlu ze-TV ezixhunyiwe e-United States, i-Comscore ifunyenwe kunyaka ophelileyo.
Hlaziya
Epreli 18, 2022, 20:17 p.m. ET
"Iinkonzo ze Ukusasaza eziyimfuneko zikuluhlu olufutshane kakhulu, kwaye ezo ziyimfuneko kwaye zixhaswa yintengiso-namfutshane, utshilo uJosh Mattison, usekela mongameli wemisebenzi yeshishini kwiNtengiso yeDisney. “Unomoya onqabileyo kakhulu phezulu. »
Kangangeminyaka, iibrendi bezifuna ukuthengisa kumaqonga anje Netflix. Endaweni yoko, iMadison Avenue ihlala ibambelele ekubekweni kwemveliso kunye nobudlelwane bophawu ngamaxesha athile.
Kodwa ngokucotha kokukhula kwe Netflix, abantu abaninzi kwishishini lemveliso Ukusasaza bathi utshintsho lwenkampani kwintengiso lubonakala lungenakuthintelwa. Inkampani iya kukhupha iinombolo zayo zobhaliso zamva nje ngoLwesibini.
“Ndiyakrokrela inkolo abanayo ngoku yokungabi nazintengiso iza kutshintsha ngokuhamba kwexesha,” utshilo uJason Kilar, owayesakuba ngumphathi oyintloko weWarnerMedia, kwipodcast kule nyanga. “Ndithetha oku kuba ukunika abathengi amaxabiso aphantsi sisicwangciso esihle kakhulu. »
Umbono weentengiso eziqhekezayo "i-Bridgerton" okanye "i-Severance" inokuba sisiqalekiso kwabanye ababukeli, kodwa iyonwabisa kubathengisi abaninzi.
U-Andrew Essex, isigqeba sentengiso ixesha elide ngoku oqhuba inkampani yokucebisa iGoingConcern, uthe "ishishini lentengiso Ukusasaza ziyavuthwa, ziba sengqiqweni ngakumbi, apho bathi esihogweni ngamava omsebenzisi - sifuna ingeniso, siza kuphonononga iindlela ezongezelelweyo zokwenza imali. Lo ngumdlalo ngokwenyani. "
Iinkampani ezininzi zizama ukwandisa ukufikelela kwazo ngaphaya kukamabonwakude wesintu, apho inani elihlayo leemisitho ekufuneka zibonwe zitsala abaphulaphuli abancinci kunye nabaphulaphuli abalupheleyo.
Iimpembelelo zemali zithetha ukuba ubukho beentengiso kwi Ukusasaza "Ziindaba ezimnandi kuye wonke umntu othengisayo kwaye, ekugqibeleni, iindaba ezimnandi kumthengi waseMelika, ongakwaziyo ukukhuphela imali eyi-15," utshilo uKelly Metz, umphathi jikelele wokuvula umabonwakude kwi-Omnicom Media Group.
“Badinga iimodeli ezixhaswa zii-ad ukuze bakwazi ukulungelelanisa iiakhawunti zabo zebhanki ekupheleni kwenyanga,” utshilo. “Kukho isilingi kwinto anokuthi afikelele kuyo umthengi waseMelika, kanye njengale nto sayibonayo ngemini ngentambo yeTV. »
Njengoko iinkonzo ezininzi zongeze iintengiso, ziye zaba yindawo yokudlala yokulinga iifomathi zentengiso. Kwezinye iimeko, iintengiso zivela ngokusekelwe ekubeni ababukeli bayazinkcinkca okanye banqumame. U-Hulu ubuza ababukeli ukuba bazimisele na ukubukela iintengiso ezinde kwangethuba kwiseshini yabo yokujonga ukutshintshiselana neentengiso ezimbalwa kamva, okanye ukuba bavuleleke kwimiyalezo elandelelanayo kwiikhefu ezininzi zorhwebo. Inkampani iphonononga iintengiso ezisebenzayo zesitayile semibuzo ukuze zidlale ngexesha lemiboniso bhanyabhanya.
I-Peacock isebenze neenkampani ezininzi ezinkulu ukukhuthaza "iNkosana eNtsha" ukuziqhelanisa, "i-Bel-Air," eyaqala ukuboniswa ngoFebruwari. IFama kaRhulumente kunye ne-Unilever zenze iintengiso eziqhelekileyo ezinomboniso ogqwesileyo u-Jabari Banks ezisasazwa kuzo zonke iitshaneli zedijithali kunye nemigca ye-NBC Universal.
Ngeenketho ezininzi Ukusasaza ukukhetha ukusuka, abakhangisi kufuneka badlale "umdlalo we-mindshare kunye ne-salience," belwa ukubamba ingqalelo yababukeli, utshilo uJuliana Wurzburger, intloko yeendaba ezihlawulwayo kwi-Anheuser-Busch InBev. Kweli xesha lonyaka, malunga ne-30% yenkcitho yevidiyo yenkampani ibingenile Ukusasaza.
“Sizama ngamandla ukonyuka kulo nyaka enyakeni, sizama ukuhambisana nalapho umthengi akhoyo,” utshilo.
SOURCE: Uphonononga Iindaba
Ungalibazisi ukwabelana ngenqaku lethu kwiinethiwekhi zentlalo ukusinika ukomelela okuqinileyo. 🍕