😍 2022-06-23 18:35:26 - Paris/France.
Besithetha ngayo ixesha elide ngoku, okokugqibela kuMeyi odlulileyo: iNetflix, sisazi ukuba iqonga leqonga le-VOD ligcwele kwaye alisenaso isimo sangaphambili - nokuba kukhutshwe izinto ezinje ngeStranger, Elite okanye. I-Bridgertons itsala abaphulaphuli, khangela iimodeli ezintsha ezitsala ababhalisile abatsha.
Kwaye eyona ikhawulezayo yileyo iphambili impikiswano: umrhumo onexabiso eliphantsi kodwa ukutshintshiselana ngokubona iintengiso.
Ukubethelwa kwababhalisi be-200
Kulo nyaka ka-2022, iNetflix yafumana isibetho sayo esikhulu ukusukela oko yaphulukana nababhalisi abangama-800 ngo-000, kulandela injongo yayo yokuqala ukuhlawulisa ngokwahlukeneyo ngenkonzo yayo yokusasaza. Ukusasaza emva koko ivela. Inkampani ibhengeze u-Epreli ophelileyo ukuba malunga nama-200 abasebenzisi baye barhoxisa umrhumo wabo weNetflix kwiinyanga ezintathu zokuqala zika-000, okokuqala kwishumi leminyaka, okuthetha ukuhla kwezabelo zenkampani ngama-25%, nto leyo ebonisa ukuba Kwiinyanga ezintathu ezizayo ukusuka ku-Epreli ukuya kuJuni ka-2022, ilahleko yabasebenzisi abongezelelweyo abazizigidi ezi-2 kulindeleke.
Ukwehla kwalo nyaka kwakungenxa yesigqibo seNetflix sokuhoxisa eRashiya ngokuqhankqalaza kwimfazwe yaseUkraine, okubangele ukulahlekelwa ngababhalisi be-700. Njengoko inkampani yachaza abaninizabelo ngoLwesibini emva kokukhutshwa kweziphumo zayo zekota yokuqala, “Ukukhula kwengeniso yethu kwehle kakhulu. Ukungena kwethu kwimizi ephezulu ngokwentelekiso - ukuba ubandakanya inani elikhulu lamakhaya abelana ngeeakhawunti - kudityaniswe nokhuphiswano, kudala imimoya yokukhula kwengeniso. »
Yehlisa ixabiso lemirhumo
U-CEO weNetflix uReed Hastings ubhengeze isigqibo kwintlanganiso yabaninizabelo ngo-Epreli ophelileyo, esongeza ukuba inkampani iya kuphonononga ukuba ezo zicwangciso ziya kujongeka njani. »kulo nyaka uzayo okanye olandelayo ». I-COO yeNetflix uGreg Peters uthe intengiso " Eli lithuba elichulumancisayo kuthi. »
"Abo balandele iNetflix bayazi ukuba bendichasene nobunzima bentengiso, kwaye ndingumlandeli omkhulu wokwenza lula ukubhalisa. Kodwa njengokuba ndingumntu othanda oko, ndingumntu othanda ukhetho lwabathengi. Kwaye ukuvumela abathengi abafuna ixabiso eliphantsi kunye nokunyamezela intengiso ukufumana oko bakufunayo kwenza ingqiqo epheleleyo. »
Kodwa emva kweziphumo ezibi ezichazwe kwiqonga le-VOD, lo mlinganiso wawunokukhawuleza ukuya kwinqanaba lokungalindeli kude kube yi-2023 ukuze iphunyezwe. Enyanisweni, njengoko sibona, oku kuye kwaqinisekiswa:
Iqinisekisiwe: INetflix eneentengiso
Njengoko sifunda kwiNgxelo yaseHollywood, i-Netflix co-CEO uTed Sarandos uqinisekisile ngoLwesine kumthendeleko wentengiso weCannes Lions ukuba ikamva lesigebenga Ukusasaza iya kubandakanya iintengiso, ezichaza utshintsho lwendlela.
"Sishiye icandelo elikhulu labathengi etafileni, abantu abathi, 'Heyi, iNetflix ibiza kakhulu kum kwaye andikhathali malunga neentengiso.' USarandos uthe ngoLwesine, ethetha eqongeni eCannes Lions kunye nomsasazi wepodcast kaSway uKara Swisher. « Songeza inqanaba lentengiso; asongezi iintengiso kwiNetflix njengoko usazi namhlanje. Songeza inqanaba lentengiso kubantu abathi, "Heyi, ndifuna ixabiso eliphantsi kwaye ndiza kubona iintengiso."
USarandos, ozakufumana imbasa yalo nyaka yeCannes Lions yolonwabo loMntu woNyaka, ungqinile ukuba le nkampani isekuthethaneni nabantu abanokuba ngamaqabane ezorhwebo. Ingaba inqanaba elitsha lentengiso liya kuba sisisombululo kwiingxaki zokukhula kweNetflix kuhlala kubonakala.Njengoko ixabiso lentengo yenkampani liye lawa, ukuqikelela kuye kwanda ukuba inkampani Ukusasaza ingaba kujoliswe kuko ekuthathweni.
Ngaba iNetflix iya kuthengiswa?
I-co-CEO yenkonzo ye-VOD ikuvumile oko Intengo " Iseyinto yokwenyani, ngoko ke kufuneka sihlale sivule amehlo ngayo« , kodwa wagxininisa ukuba iNetflix inokubuyela umva yodwa. “Sinezikena ezininzi, ingeniso kunye nokuhamba kwemali simahla ukuze siqhubeke nokukhulisa eli shishini,” ephawula ukuba Ukusasaza ibisele nje" malunga ne-10% yezinto ezenziwa ngabantu kumabonakude [Hay] indawo eninzi yokukhula ”kwiNetflix kwakhona.
Iza kumiselwa nini le modeli? Ewe, njengoko sesichazile ngasentla, inokufika ngaphambi kowama-2023, kwaye kwezi nyanga zi-6 ziseleyo ukugqiba unyaka iya kuphunyezwa, okanye ubuncinci ivavanywe. Ngokolwazi olubonwe yiNew York Times, iNetflix inokwazisa inqanaba layo eliphantsi lexabiso elixhaswa yintengiso ngasekupheleni kuka-2022, ixesha elikhawulezayo ngakumbi kunokuba bekulindelwe. Ulwazi luvela kwimemo yangaphakathi yakutshanje inkampani eyithumele kubasebenzi bayo.
Kwimemo, abaphathi beNetflix babonisa ukuba “usukelo lwabo kukwazisa umgangatho wentengiso kwiinyanga ezintathu zokugqibela zonyaka”ngokutsho kwabantu ababini abathe babelana ngeenkcukacha zonxibelelwano, bethetha phantsi kwemiqathango yokungachazwa kwamagama ukuchaza iingxoxo zangaphakathi zale nkampani, batyhilelwe leli phephandaba.
Kwaye ngokuqwalasela ukunganeliseki okunokwenzeka ukuba imodeli yexabiso eliphantsi inokuvusa phakathi kwabasebenzisi, kwinqaku elikhankanyiweyo sinokufunda esi sivakalisi silandelayo: " Ewe, iyakhawuleza kwaye inebhongo kwaye iya kufuna ukuthomalalisa. » Ngokwalo myalezo wangaphakathi, i-HBO kunye noHulu bakwazile " ukugcina iibrendi ezinamandla ngelixa unikezela ngenkonzo exhaswa yintengiso. Zonke iinkampani ezinkulu kwi Ukusasaza, ngaphandle kwe-Apple, baye okanye babhengeze inkonzo exhaswa yintengiso. ngesizathu esihle, abantu bafuna iinketho ezingabizi kakhulu. »
Ababhalisile abambalwa? Impazamo kukwabelana ngeakhawunti
Inqaku likwatsho ukuba kwiNetflix bakhona izicwangciso ukuqalisa ukwaphula phantsi ukwabelana ngephasiwedi phakathi kwesiseko sayo sababhalisi ngexesha elinye, ngokutsho kwabangaphakathi. Kunye nokhuphiswano kunye neemeko ezinje ngemfazwe yaseRussia yangoku neUkraine, iNetflix ikhomba ngomnwe kwintshukumo yokwabelana ngeakhawunti njengomnye wamatyala kule meko.
Ngokutsho kwePew Centre ye-Intanethi kunye neTekhnoloji, malunga ne-2 kubantu abadala be-intanethi babelane ngeephasiwedi ze-akhawunti ye-VOD kunye nabahlobo okanye intsapho. Kwaye phakathi kweMillennials, inani liphezulu kakhulu: i-5% yabantu abadala be-intanethi abaneminyaka eyi-56 ukuya kwe-18 babelane ngeephasiwedi.
I-Netflix sele ibhengeze injongo yayo yokuphelisa lo mkhuba wokuhlawula iiakhawunti eziqhelekileyo kunye ne-premium phakathi kwabaninzi kunye nokuzisebenzisa kwimizi eyahlukeneyo. Ngapha koko, ngoJanuwari walo nyaka, yabonisa ukuba ifuna ukuvala ukwabelana ngeakhawunti, kwaye iNetflix yavavanya into entsha ethi, ngomyalezo ovelayo, ilumkisa abantu ababelana ngephasiwedi yakho nabangahlali nomnini-password ukuba kufuneka bazihlawulele ngokwabo amatyala. Kubonakala ukuba bacela abasebenzisi ukuba baqinisekise ukuba bangabanini okanye ilungu elinokufikelela ngokuthe ngqo kwi-password efanayo ngokubacela ukuba bafake ikhowudi yokuqinisekisa.
Le khowudi ithunyelwa ngeSMS okanye nge-imeyile, kodwa iqonga lihlala libonelela ngamathuba okuyiqinisekisa kamva okanye ngokulula ungawuhoyi umyalezo. Kuqikelelwa ukuba ukwabelana ngamaphasiwedi kubiza iinkonzo zokhuseleko Ukusasaza amawaka ezigidi zeerandi ngonyaka kwingeniso elahlekileyo.
Yabelana ngeeakhawunti, kodwa uhlawule ngaphezulu
Ngokutsho kwephephandaba iVarietyINetflix kungekudala iza kumisela uvavanyo kumazwe amathathu - eChile, eCosta Rica nasePeru - oluya kuvumela amalungu abelana ngeeakhawunti zawo nabantu abangaphandle kwekhaya labo ukuba enze njalo. "ngendlela elula nekhuselekileyo, kwaye uhlawula kancinci« , ngokutsho kweChengyi Long, umlawuli wemveliso entsha kwiNetflix. Ukhetho olutsha luya kuqhutywa kwiiveki ezizayo kuwo omathathu amazwe (kwaye anokwandiswa okanye anganwebeki ngaphaya kwezi marike). kuwo omathathu la mazwe (kwaye inako okanye ayinako ukwanda ngaphaya kwezi marike).
Ngomsebenzi othi "yongeza ilungu elongezelelweyo".Umgangatho weNetflix kunye namalungu esicwangciso sePrimiyamu aya kuba nakho ukongeza ii-akhawunti ezincedisayo ukuya kuthi ga kubantu ababini abangahlali nabo.ngamnye uneprofayile yakhe, iingcebiso zomntu, ukungena kunye negama lokugqitha, ngaphantsi kweendleko zesicwangciso esahlukileyo seNetflix. Iindleko ze-add-on yi-$ 2,99 kumntu ngamnye owongeziweyo, eyongeza kwinto osele uyihlawula ngenyanga kwiNetflix.
SOURCE: Uphonononga Iindaba
Ungalibazisi ukwabelana ngenqaku lethu kwiinethiwekhi zentlalo ukusinika ukomelela okuqinileyo. 🤟