😍 2022-05-11 12:00:00 - Paris/France.
IReed Hastings yayingaguquguquki, unyaka nonyaka. Ngalo lonke ixesha umntu ecela i-CEO ukuba Netflix xa izakwazisa iintengiso ngenkonzo yayo Ukusasaza, wagxininisa ukuba akukho ngqiqweni. Netflix ibiyinkonzo engcono kuba bekungekho ntengiso, utshilo.
Kwakungelo xesha Netflix yayiphuhla. Ngoku iyancipha - kwaye ngoku Netflix uthi kuya kubakho iintengiso: Kwinyanga ephelileyo, emva kokubhengeza inkampani yakhe ukuba ilahlekelwe ngababhalisi okokuqala ngqa kwiminyaka elishumi, uHastings uxelele abatyali-mali ukuba ufuna ukwazisa ngexabiso eliphantsi lenkonzo eya kuba neentengiso “kwiminyaka emibini ezayo,” nangona. wayengacacanga kwiinkcukacha. "Ndiqinisekile ukuba siza kungena kwaye siyiqonde." »
Zininzi izinto ekufuneka zenziwe. Kule veki, Netflix zisa ngaphambili umda wexesha, uxelela abasebenzi ukuba isigaba sentengiso sinokukhutshwa phambi kokuphela kuka-2022.
Konke oku kuqaqambisa utshintsho olubalulekileyo kwindlela iinkampani zevidiyo ezingena ngayo Ukusasaza bajonge amashishini abo – kunye nendlela abanye abantu abaza kubukela ngayo iTV neemuvi. Intengiso kamabonwakude, eyayibonakala imiselwe ukuba ibe yinto, ngequbuliso iphinde yaphila kwakhona, kunye neenkonzo ezazikhe zabeka ubuni bazo ngokungabikho kwentengiso. Kunyaka ophelileyo, umzekelo, i-HBOMax yaqala ukuthengisa i-tier ephantsi kunye neentengiso; IDisney + yongeza enye yayo kulo nyaka.
Lutshintsho kwishishini elibonakala lisuka kwiintengiso ngokukhawuleza njengoko linakho, ngokuyinxenye kuba lalilandela umzekelo ochasene nentengiso Netflix. Kodwa ukuba uyabuya umva, kukho izizathu ezibini ezilula ukuqonda ukuba kutheni abasasaza bezamkela iintengiso, nokuba bathanda okanye ngokuthandabuza:
- Nangowama-2022, kukho itoni yemali kwintengiso yeTV, kwaye isakhula: I-arhente yemidiya iZenith iqikelela ukuba abakhangisi baya kuchitha i-65 yeebhiliyoni zeedola kwiintengiso zikamabonwakude kulo nyaka, benyuka nge-4% ukusuka kunyaka ophelileyo.. Nangowama-2022, abantu basabukela iinkqubo ezininzi zeTV. Kodwa bayayibukela ngakumbi nangakumbi kwiinkonzo ze Ukusasaza koomabonakude babo – iinkonzo ze Ukusasaza ngoku imele i-30% yexesha elichithwe kumabonakude, ngokutsho kukaNielsen. Abakhangisi ke ngoko bafuna ukuloba apho iintlanzi zikhoyo.
- Iimfazwe ze Ukusasaza kuyabiza ukwenza. Zonke iinkonzo ezintsha ekulandeleni Netflix ukumpompa iibhiliyoni zeerandi kwiprogramu ukutsala kunye nokugcina ababhalisile. Ngaphambili, uthungelwano kunye nezitudiyo zineendlela ezininzi zokwenza imali kwiprogramu - iintengiso, iifizi zokubhalisela i-TV kunye nokuthengiswa - kodwa imodeli entsha yabatshitshisa bonke abo bathanda umrhumo okhethekileyo kubathengi. Ukongeza iintengiso yindlela yokwenza imali eninzi kunye / okanye ukwandisa inzuzo, eyona nto ibaluleke kakhulu kubatyalo-mali.
Yintoni enzima kancinci ukuyiqonda kukuba kutheni amava entengiso yeTV Ukusasaza - kubantu abahlawula iintengiso kunye nabantu ekufuneka bebukele - kusembi.
Ababhengezi bakamabonwakude abaqhelekileyo bazi ngokuthe ngqo ukuba ziboniswa nini kwaye phi iintengiso zabo, kwaye ubuncinane banengqiqo yokuba bafikelela inani elikhulu labantu ngokuthenga kanye. Kodwa ngelixa amaqonga e Ukusasaza unikezela ngesithembiso sedatha eninzi kunye nokujolisa okungcono, abathengisi kufuneka bakhuphisane noluhlu oludidayo lwabacwangcisi benkqubo abahlukeneyo, iinkampani ezisebenzela intengiso kunye namaqonga.
Ababukeli kwi Ukusasaza, kwelinye icala, baya kudibana neentengiso ezingatsibekiyo eziphindaphinda amaxesha amaninzi kumboniso ngamnye, kwaye zihlala zibonakala ziphonswe kunye kwimiboniso yeTV okanye iimuvi ngaphandle kwemvano-siphelo okanye isizathu. Bahlala bekhwaza kakhulu, kangangokuba abenzi bomthetho base-US baye bacebisa ukuba balawule. Konke oku kukwindlela ekufanele ukuba yenzelwe umntu ngakumbi kwaye ikrelekrele ngakumbi kunomabonakude wakudala. Endaweni yoko, uninzi lubonakala luzizidenge kwaye luthe saa njengogaxekile kwibhokisi yakho yangaphakathi.
“Sithathe yonke into esifundiswe yi-Intanethi malunga nokwenza iintengiso zibe mdaka kwaye sizise kumabonwakude,” utshilo uJoe Marchese, owayesakuba ngumlawuli wentengiso kwi-Intanethi nakumabonakude (wathengisa inkampani yakhe iTrueX kuFox ngo-2014) ngoku oqhuba iHuman Ventures ifemu yotyalo-mali yasekuqaleni.
"Kukho umsantsa omkhulu phakathi kokuvela kwetekhnoloji yentengiso yedijithali kunye noko kuya kufuneka ukuze uphumelele kwindawo kamabonwakude," utshilo uDave Morgan, isigqeba sentengiso yedijithali ixesha elide inkampani yakhe yangoku, iSimulmedia, isebenza nabakhangisi beTV abaqhelekileyo kwaye Ukusasaza.
Eyona nto ibangela ukuba idideke noko kukuba Netflix, okudala ekho Ukusasaza ngaphandle kokuthengisa inxalenye engundoqo yophawu lwayo, ngoku ingxamele kwiintengiso, ikhangeleka ingenazo isicwangciso esikhulu kwaye ngaphandle kweziseko ezingundoqo ezicacileyo. I-Ditto yemivuzo kaHastings ifowunela izimvo ezicebisa ukuba angathanda ukukhupha umsebenzi omninzi "kwabanye abantu [abaza] kwenza zonke iintengiso ezithandekayo kwaye badibanise yonke idatha emalunga nabantu, ukuze siphume kuyo. Kungenxa yokuba uninzi lwabantu endithetha nabo kwishishini lentengiso yeTV baphikisa ukuba eyona miba imbi yamava entengiso Ukusasaza zivela kumbindi wamaphakathi phakathi kwabathengisi kunye nabasasazi, ihlala isenza kube nzima ukwazi ukuba ziphelela phi, nini kwaye njani iintengiso kwizikrini zakho.
Akukho nanye kwezi ehambelana nebali Netflix ezama ukulawula yonke indawo yenkonzo yayo - ukusuka ekudaleni inkqubo yayo yokusasaza ngexesha leDVD-nge-imeyile ukuya ekwakheni inkqubo ephucukileyo yokuhambisa iividiyo Ukusasaza. Ke mhlawumbi uHastings unesicwangciso asiphuhlisayo ngokuzolileyo, kude neshishini lentengiso, okanye ukhawuleza abeke into ethile ukuze aqokelele ingeniso yenkampani kunye nexabiso lesabelo. Netflix. Nayiphi na imeko iya kumangalisa.
Ngaphambi kokuba uye phambili: ukuba sele uqhelene ne Ukusasaza ngaphandle kwentengiso kwiindawo ezifana Netflix, Disney+, kunye ne-HBO, akunyanzelekanga ukuba ube nexhala, ukuba nje ukulungele ukuhlawula. Zonke ezi nkampani zine okanye zisebenza kwinkonzo enemigangatho, apho iinguqulelo ezibiza kakhulu ziya kuba zingenazo intengiso kwaye ezo zingabizi kakhulu ziya kuba neentengiso.
Kodwa ezininzi ezintsha - kwaye zikhula ngokukhawuleza - iinkonzo zenzelwe ngokucacileyo ukukhonza iintengiso, njenge-Peacock ye-Comcast / NBCU, i-Paramount's Pluto kunye ne-21st Century Fox's Tubi. Iinkampani zikamabonakude ezisekwe kwitekhnoloji nazo zinomdla kakhulu Ukusasaza i-ad-ixhaswa: I-Amazon inento ebizwa ngokuba yi-Freevee, eyayibizwa ngokuba yi-IMDb TV; I-Roku ineSitishi sayo sasimahla seRoku, okwangoku esizaliswe ziintengiso ezishiyekileyo (kunye nezo miboniso ye-Quibi ongazange uyibukele), kodwa ngenye imini ingabonelela ngenkqubo evela kwisitishi sikamabonwakude esihlawulelwayo iStarz.
Akukho nanye koku imbi. Abacwangcisi benkqubo bayayiphikisa loo nto Ukusasaza Iintengiso ezixhaswa yintengiso zinokunika abathengi ukhetho olungakumbi malunga nokuba bafuna ukubukela ntoni kwaye bangakanani na, ukuba kukho nantoni na, abafuna ukuyihlawula.
Kwaye abanye abathengisi bathi bonwabe kakhulu ngezibonelelo ezinokunikezwa ziintengiso zedijithali zeTV. USam Bloom, iCEO yeCamelot Strategic Marketing & Media, uthe uchitha malunga nezigidi ezingama-200 zeedola kwiintengiso zikamabonwakude. Ukusasaza kubathengi bayo kwaye yayivuyiswa kukuba iteknoloji ivumele ukuba isuse inkunkuma ethile.
Ngokomzekelo, i-Roku isebenzisa itekhnoloji ye-"Automated Content Recognition" kwiiTV zayo ezihlakaniphile ezivumela ukuba ilandelele oko abantu babukeleyo, nokuba ivela kwinkonzo yokusasaza. Ukusasaza okanye intambo okanye umabonakude ophuma emoyeni. Oku kunokubonakala kusoyikisa kuwe, kodwa kwiBloom, iyonke: ivumela ukuba ingabonisi iintengiso kubabukeli abasele bezibonile iintengiso zabathengi bayo, okanye ivumela ukuba ijolise kubathengi ababone iintengiso zabathengi babo. abathengi.
Ukanti neyona nto ithembisayo yedijithali ye-booster yeTV iyakuvuma ukuba iintengiso zeTV zingenile Ukusasaza kuninzi ekufuneka ukwenzile. “Kukwinqanaba elingathandekiyo lokufikisa,” umphathi kwinkampani enkulu yetekhnoloji wandixelela. Ukusasaza. Kodwa ngale mali ingenayo, akukacaci ukuba iyakwenzeka njani loo nto nanini na. "Ewe, uya kubona iqela lee-tweets malunga nokuba 'ndiyibukele into ethile kwaye ndabona isikhangiso kathathu kwaye ndayithiya loo mava,'" utsho umphathi oqhuba inkonzo enkulu yentengiso. Ukusasaza ixhaswa ngemali ziintengiso. “Kodwa lo mntu usajongile. »
Enkosi kakhulu ngezimvo zenu ma kutshanje abaqalisi; Andiwaphenduli onke amanqaku akho, kodwa ndiyawafunda kwaye ngamanye amaxesha ndiya kuwabandakanya apha. Kwaye undazise ukuba ucinga ntoni ngekholamu yale veki-okanye nantoni na eyenye. Unga @me kuTwitter okanye undithumelele i-imeyile: kafkaonmedia@recode.net.
SOURCE: Uphonononga Iindaba
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