😍 2022-04-27 07:36:58 - Paris/France.
Intengiso Ukusasaza iqhubekile nokuvela kwayo kwikota yokuqala ka-2022. Ukuzonwabisa kwi-Demand, isisombululo sethu somlinganiselo wenkonzo Ukusasaza, iveza ezi ndlela zokuziphatha zababhalisi zilandelayo e-United States kwikota yokuqala ka-2022:
- Umyinge wamakhaya aseMelika nge Ukusasaza ividiyo imile kwi-86% (inyuke nge-0,4% kwikota yekota), emva kokufumana ukukhula okubonakalayo kwikota yesine ka-2021. Oku kuthetha ukuba amakhaya angama-110,2 ezigidi ngoku afikelela kwiinkonzo zevidiyo. Ukusasaza, ukususela ngoMatshi 2022.
- Nangona uzinzile ngokubanzi, kukho umahluko ekukhuleni phakathi kwamanqanaba Ukusasaza. SVoD (Ukusasaza ihlawulwe ngaphandle kwentengiso) iphantsi kwe-0,2% ukuya kwi-81,4%, ngelixa i-AVoD (Ukusasaza ihlawulwe ngentengiso) inyuke nge-2,2% ukuya kwi-20,2% yokungena kwimizi. NGENXA (Ukusasaza free, ad-ixhaswa) inyuke nge-0,9% ukuya kwi-25,3%.
- Ngelixa iifayile ze Ukusasaza I-AVoD kunye ne-FAST iyaqhubeka nokukhula, ukukhula kwabo kuye kwacotha xa kuthelekiswa nokukhula kwabo ngokukhawuleza kwiikota zangaphambili.
- I-TV ehlawulelwayo izinzile kwaye iyaqhubeka ukuba ne-60% yokungena kwekhaya lase-US
- I-8% yamakhaya aseMelika afikelele kwinkonzo entsha kwikota yokuqala, xa kuthelekiswa ne-9% kwikota yesine ka-2021.
- Ividiyo ye-Amazon Prime yindawo ephezulu yokuya kubabhalisi abatsha be-SVoD kwikota yesine ngokulandelelana, kodwa isabelo sayo siphantsi kweepesenti ze-3 zeepesenti kwikota. I-HBO Max kunye neParamount + yabona ukwanda okukhulu kwababhalisi abatsha ukuya kwi-12% kunye ne-9% ngokulandelanayo.
- Inani lababhalisi kwi Netflix iyaqhubeka nokuhla kwikota yesihlanu ilandelelana, irekhoda ukwehla kwezinga lokungena kwimizi nge-0,2% kwikota ngekota. Oku kukwehla kwepesenti ezi-4 zonyaka-unyaka.
- Ngexesha apho i-SVoD iyonke imile, umxholo usenegalelo ekukhuleni. Izihloko ezinjenge-1883 kwiParamount +, iMandalorian kwiDisney +, kunye noTed Lasso kwiApple TV + baqhuba ubhaliso olusekwe kumxholo.
- Emva kokukhula okuqhubekayo kwiikota ezidlulileyo, isitaki siye sazinza. Umyinge wekhaya ufikelela kwiinkonzo ezi-4,7, ezingatshintshwanga ukusuka kwikota ukuya kwelandelayo.
- Ngokubanzi, iUnited States inokuba ifikelele kwincopho yokupakisha. Lindela ukubona i-churn ephezulu kunye nokutshintsha njengoko abathengi bekhetha ngakumbi into abayibukeleyo. Kumaqonga Ukusasaza, ngoku lixesha lokuqinisekisa ukuba bagcina abasasaza bebandakanyeka emva kokugqiba umxholo kunye nojongano lwabo olulula lokuhamba kunye neengcebiso zomxholo. Njengakwi-CNN+, kunokuba nzima ngakumbi kubangeneli abatsha ukuthethelela ixabiso labo kwimarike exineneyo. Lindela ukubona amaxabiso aphezulu aqhutywa lixabiso ukunqanda ukurhoxiswa, njengokuqwalaselwa ngu Netflix yokhetho olufikelelekayo olusekwe kwintengiso. Ngaphandle kwale mingeni, abasasazi baseMelika abalishiyi udidi Ukusasaza.
Ngoku lixesha lokwahlula-hlula amaqhinga okukhula kunye nokucokisa iingenelo zokukhuphisana ukuze ugcine kwaye ufumane abasasaza abatsha.
Ukupakishwa kwencopho kufikelelwe kunye nokukhubazeka kwesigqibo
Ukupakisha kuzinzisiwe kwikota yokuqala, kungekho kukhula kumyinge wenani leenkonzo Ukusasaza kuboniswane kwikhaya ngalinye. Ngokupheleleyo Ukusasaza, inani eliqhelekileyo lihlala kwiinkonzo ze-4,7, lingatshintshi ukusuka kwikota yesine. Ngaphakathi kwe Ukusasaza ukuhlawula, abathengi bafikelela kwiinkonzo eziyi-3,7 kwikhaya ngalinye, nazo zingatshintshwanga ukusuka kwikota yesine. Njengoko kubonisiwe kukungena okuzinzileyo kwe Ukusasaza, ukuzinziswa kwe-stacking kubonisa ukuba i-United States ayinciphisi Ukusasaza njengoko kubonakala kwamanye amazwe (okt i-UK, iqhutywa yi-economics). Isenendima ebalulekileyo kwimizi yaseMelika. Imiba yokurhoxiswa kwekota yokuqala inika ulwazi olongezelelweyo. Ukurhoxiswa kweqonga Ukusasaza ukuze ugcine imali uhlala umqhubi oyintloko, kodwa oku kuhlala kungatshintshi ukusuka kwikota yesine. Njengoko ukunyuka kweendleko zempahla kwihlabathi jikelele kukhokelela ekuthotyweni kweendleko, i Ukusasaza ingaphezulu kwenkcitho engenamandla e-United States. I-US inokuba ifikelele kwindawo yokugcwala komxholo endaweni yoko. Ngokhetho oluninzi, abathengi banobunzima bokufumana umxholo abafuna ukuwubukela.
Imiba ephambili yokurhoxiswa kwikota yokuqala
Kuya kusiba nzima kakhulu kubasasazi ukufumana umxholo abafuna ukuwubukela, kwaye baya besanda kubhalisa kwaye emva koko barhoxise iinkonzo emva kokubukela umxholo othile. Ukongeza, ukucinywa okucwangcisiweyo kwikota yesibini yalo nyaka kuya kuqhutywa kukunqongophala komxholo omtsha weTV/ifilimu. Eyona nto ikhethekileyo kulo mgaqo Netflix, okubangela ukurhoxiswa kwangempela kunye nexesha elizayo kunye nokunyuka kwexabiso. Ukunyuka kwamaxabiso e Netflix yenze i-15% yemirhumo yayo erhoxisiweyo kwikota yokuqala (vs. 9% umndilili woshishino) kunye ne-29% yokurhoxiswa okucwangcisiweyo kwikota yesibini (vs. 18% umndilili woshishino).
Isigqibo sikhubazekile nabaphulaphuli
Ukuba i-US ifikelele kwinqanaba lokukhetha kakhulu, okwenza kube nzima ukufumana umxholo obandakanyekayo, sinokulindela ukubona ukutshintsha ngakumbi phakathi kwamaqonga endaweni yokubeka ngaphezulu. Ngaloo ndlela, sinokulindela ukubona ababukeli abaninzi bebhalisa kwaye berhoxisa umxholo othile. Oku kuthetha ukuba amaqonga kufuneka athengise kakhulu kwaye acebise izihloko ezithile ngokuchasene neekhathalogu zeqonga ezibanzi ukunceda abathengi ngezigqibo zokukhubazeka.
Ixabiso lihlala lidlala indima
Nangona ukudodobala kwe Ukusasaza iyonke ingabalelwa kwizinto zomxholo, kuyacaca ukuba ixabiso lihlala lidlala indima kwi Ukusasaza. I-AVOD (Ukusasaza I-ad-ixhaswa ihlawulwe) kunye ne-FAST (Ukusasaza simahla i-ad-ixhaswa) bobabini bandise ukungena kwabo kwikota yokuqala ka-2022, ngelixa i-SVoD yayizinzile. Oku kubonisa ukuba abathengi bacinga ngakumbi malunga nexabiso lobhaliso lwemali kunye nokwenza ukhetho oluxhaswa yi-ad ukufumana elona xabiso libonwayo. Njengoko sibonile nge-stacking, ukuba abathengi ababoni ixabiso kumxholo abawuhlawulayo, abayi kubhalisa kwiiplatifti ezongezelelweyo ngexabiso eliphezulu. Endaweni yoko, sibonile ukuba ixabiso eliphantsi okanye ukhetho lwasimahla luqhuba ukukhula kwinqanaba. Ukusasaza. Nangona kunjalo, ukukhula kwe-AVoD kunye ne-FAST kwehla kakhulu kwikota yokuqala.
I-AVoD inyuke malunga nepesenti enye yenqaku kwikota-kwikota kunye ne-FAST ngepesenti ezi-1 zamanqaku kwikota-kwikota. Oku kukwehla ngokukhawuleza ekukhuleni kwabo kwi-Q2'4 yeepesenti ze-21 zeepesenti ze-AVoD kunye neepesenti ze-4 zeepesenti ze-FAST. Naliphi na ifuthe elibi loqoqosho kwi Ukusasaza kufuneka iqhubele phambili ukukhula kokhetho lweendleko eziphantsi endaweni yokucothisa ukukhula kwazo. Oku kubonisa ngakumbi ukunganyaniseki kwe Ukusasaza ngaphakathi kwikhaya laseMelika xa kuthelekiswa nezinye iimarike zehlabathi.
Kwisiseko seqonga, kukho okungafaniyo kwi-stagnation ye-SVoD ngeendleko ze-AVoD kunye ne-FAST. I-HBO Max kunye neParamount + bobabini babone ukukhula okukhulu kumanqanaba abo e-SVoD kunamanqanaba abo e-AVoD. I-Peacock SVoD ibone ukukhula okukhulu kunePeacock FAST. Oku kunokukhokelela ekuzibandakanyeni kumanqanaba asezantsi, okuthetha ukuba bangqina ukubaluleka kwabo kwaye babonelele ngomxholo obandakanyekayo kubalandeli babo.
I-Case study: Eyona nto +
I-Paramount +, iselinye lamaqonga amancinci kwimarike, ibonisa indlela isihloko esinye esinokuqhuba ngayo ukukhula. I-Paramount + SVoD ikhule i-20% kwikota yokuqala, xa kuthelekiswa ne-17% kwikota yesine ye-2021. Inqanaba layo le-AVoD lehlile i-1% kwikota yokuqala, emva kokuphindaphinda kabini ubukhulu kwikota yangaphambili. Ukubhaliswa okutsha kweParamount + SVOD ngokuyintloko kuqhutywa ngumxholo othile. Umxholo othe ngqo uqhube i-64% yobhaliso lwabo lwe-SVOD, xa kuthelekiswa nomyinge we-SVoD we-37%. I-Paramount + SVoD, ukukhula kokuqhubela phambili komxholo yi-1883 (i-akhawunti ye-35% ye-SVoD entsha yokubhalisa umxholo othile) kunye ne-Star Trek franchise (i-akhawunti ye-16% yokubhalisa okutsha kumxholo othile). Baphinde babonisa ngaphezulu uluhlu lwabo lweTV, oluqhube i-20% yobhaliso olutsha lwe-SVoD, xa kuthelekiswa nomndilili we-SVoD we-16%.
Nangona i-SVOD iqhuba ukukhula kweqonga, iParamount + iqhuba ukwaneliseka phakathi kwabasebenzisi bayo abakhoyo be-AVoD. Kwi-Q4'21, i-Paramount + AVoD yayinenqaku le-NPS le-22, emva kwe-AVoD i-avareji ye-37. Kwi-Q1'22, i-Paramount + AVoD ivale i-gap, izisa i-NPS yayo ngamanqaku e-10, ngelixa i-AVoD i-avareji yehla amanqaku e-3. Oku kubonisa ukuba banokulindela ukucinywa kwe-AVoD encinci kwikota yesibini ye-2022 ukuba banokugcina ababhalisi babo bangoku bonwabile. Oku kukwabonisa ithuba lokurhweba le-SVoD ukuba banokubonisa ixabiso elongezelelweyo ngokunyuka kwinqanaba.
I-Paramount + AVoD iphucule izinto ezimbini eziye zakhuthaza ukwaneliseka kwababhalisi. Eyokuqala sisixa somxholo wokuqala. Umxholo wokuqala uvelisa ukwaneliseka phakathi kwe-38% yababhalisi babo, ukuya kwi-6% kwikota-ngekota. Okwesibini kukusebenziseka kwabo ngokulula. Oku kuvusa ukwaneliseka kwe-43% yababhalisi babo, ukunyuka kwe-7% kwikota-ngekota. Oku kuqaqambisa indlela edityaniswe ngayo ujongano ekuqhubeni ukubandakanyeka komxholo kuwo onke amaqonga.
Abasasazi abasokolayo ukusebenzisa ujongano lweqonga banexesha elinzima lokufumana umxholo kwaye ke ngoko basemngciphekweni omkhulu we-churn. Ngokunjalo, oku kuya kubaluleka kwiParamount + SVoD njengesixhobo esiphambili sokugcina ababukeli bebandakanyekile emva kokubukela isihloko esinye abasibhalisele. Ngaphandle koko, babeka emngciphekweni omkhulu we-churn njengoko abasasaza besiya kumxholo owahlukileyo kwamanye amaqonga.
Isifundo esingumzekelo: Ixabiso lokuhlanganisa: Disney+ / Hulu/ESPN+
Ukungena kwamakhaya eDisney + kunyuke nge-2% kwikota yokuqala ukuya kwi-24% yamakhaya aseMelika. Nangona kukuhle, oku kukwehla ukusuka kwi-7% yokukhula kwikota yesine. Ngokufanayo, i-Hulu ikhule nge-2% kwikota ngaphezulu kwekota (ukuya kwi-28%) kwaye i-ESPN + ikhule nge-1% kwikota ngaphezulu kwekota (ukuya kwi-6%). Ngenxa ye-Disney +, i-Hulu, i-ESPN + bundle, ukusebenza kwezi qonga zintathu kudibaniswa ngamandla. Kuzo zonke izicwangciso zeDisney +, i-34% yazo isicwangciso se-Hulu-ESPN +, ukusuka kwi-38% kwikota yesine.
Ukujonga kuwo onke amaqonga amathathu, kubonakala ngathi i-ESPN + inempembelelo kwixabiso elibonwayo lenqwaba. Ukujonga i-NPS kuqala, i-Disney + kunye ne-Hulu bagcine amanqaku abo aphezulu e-NPS kwikota ngaphezulu kwekota, ngelixa i-SVoD ye-NPS ye-NPS ilahlekelwe ngamanqaku ama-4. I-ESPN +, ngakolunye uhlangothi, yehla i-NPS yayo ye-9 amanqaku kumanqaku angama-29, xa kuthelekiswa nomyinge we-SVoD we-42, amanqaku e-Disney + angama-45, kunye ne-Hulu amanqaku angama-48.
Ukuthelekisa izinto zokwaneliseka, kuyacaca ukuba iDisney + kunye neHulu ziqhuba kakuhle kumxholo onjengeefilimu zamandulo kunye nomxholo wabantwana weDisney + kunye nothotho lweeTV zeHulu. Njengoko i-ESPN + igxile kwimidlalo, umxholo wezemidlalo yindawo efanelekileyo yokuvelisa ulwaneliseko.
Ukuthelekisa izinto ezingonelisekiyo, i-ESPN + igqamile kujongano lwayo kunye nokulula ukuyisebenzisa. Oku kudala impembelelo ephindwe kabini yokungabikho komxholo ohlukeneyo kunye nojongano olubi. I-Paramount + AVoD ibonise ukubaluleka kojongano ekuqhubeni ukubandakanyeka komxholo. Nge-ESPN + engekhoyo kuzo zombini iindawo, kuyacaca ukuba oku kuya kuba nefuthe elibanzi kwiqonga le-ESPN + kunye neDisney + trilogy pack. Ukungqina ixabiso le-trilogy bundle, i-Disney +, i-Hulu, kunye ne-ESPN + kufuneka baqinisekise ukuba ngabanye babonelela ngexabiso elaneleyo kunye nokukhetha abasasaza ekhaya. Ngaphandle koko, lindela ukubhaliswa kwesi sicwangciso ukuba kucothe njengoko abathengi besanda kuvavanya kwakhona amaqonga ababhalise kuwo.
Netflix : Fumana iindlela ezintsha zokudibana nomthengi
Isigqibo se Netflix ibonakala ingenakuphepheka ngelixa i-landscape ye Ukusasaza iya kwisigaba sayo esilandelayo. Ingxelo yemivuzo yenkampani, enike ingxelo ngamanani adanisayo, ibonisa ukuba iindlela ezintsha zokujonga azinakuphepheka. Eziqhutywa nge-SVoD ezinexabiso eliphantsi, ezidityanisiweyo kunye nokulungiswa kwezicwangciso ezixhaswa yi-ad zinokuba yi-pivot esebenzayo yokwenza. Ngaphandle kwemiceli mngeni yokukhupha inqanaba elixhaswa yi-ad, intshukumo inokuba yinxalenye ebalulekileyo yembuyekezo Netflix kwindlela elungileyo.
Ngexesha Netflix bekulindeleke ukuba ihlangane okanye igqithe ingqikelelo yayo...
SOURCE: Uphonononga Iindaba
Ungalibazisi ukwabelana ngenqaku lethu kwiinethiwekhi zentlalo ukusinika ukomelela okuqinileyo. 🍿