😍 2022-05-05 04:25:00 - Paris/France.
Imarike yeenkonzo Ukusasaza Ividiyo engaphezulu kwephezulu (OTT) ikwinqanaba eliphezulu, kunye nabathengi bayonwabela intabalala yokhetho kubo bonke ababoneleli ngeenkonzo ababonelela ngezinto ezahlukeneyo zomxholo kunye neemodeli zobhaliso. Kubanikezi benkonzo Ukusasaza ividiyo, okusingqongileyo kugcwele imigibe.
Ngokutsho kwedatha yesaveyi yabathengi yeParks Associates, ukusetyenziswa kwe Ukusasaza Ividiyo phakathi kwemizi yase-US yayisele ikhawuleza ngaphambi kwe-COVID-19, kwaye ukwamkelwa kweenkonzo kuqhubekile nokunyuka kwayo ngexesha lo bhubhani. Idatha esuka kolu phando yafumanisa ukuba kwikota yokuqala ka-2021, i-82% yamakhaya e-Broadband ase-US ayenomrhumo omnye wevidiyo ye-OTT, ukusuka kwi-71% kwikota yesithathu ka-2019.
E-United States, ipesenti yabantu ababhalisele ividiyo ye-OTT igqithise ipesenti yababhalisela i-TV yesiqhelo ehlawulwayo. Ukusukela kwikota yesithathu ka-2021, amakhaya e-Broadband ase-US ngoku arhuma kumndilili weenkonzo zevidiyo ze-OTT nganye, ngokwedatha yophando evela kwiParks Associates. Ividiyo ye-OTT ngoku yeyona ndlela iphambili abathengi baseMelika abafikelela ngayo kwividiyo, kwaye umdla wabo womxholo uyaqhubeka ukhula. Ukupakishwa kwenkonzo akukehli ngokulinganisekayo ngenxa yokudinwa kwababhalisi.
Kwikota yokuqala ye-2021, phantse isiqingatha - i-46% - yabathengi base-US babenokubhaliswa kwevidiyo ezine ze-OTT. Unyaka ongaphambili, ngeli xesha, wawungaphantsi kwesiqingatha, kwi-22%. Ekugqibeleni, abathengi baya kufumana ukudinwa kokubhalisa kwaye baqale ukunciphisa inani leenkonzo abazamkelayo. Abantu baneeyure ezininzi kuphela kunye nengqalelo abanokuyinikela kwividiyo. Okukhona iinkonzo zikhuphisana ngamaqhekeza aloo seti, kokukhona kuya kuba nzima ukuba iinkonzo zomntu ngamnye zincangathi, zibe nomtsalane, kwaye zikhuseleke kwixesha elide ngaphakathi kwestakhi senkonzo.
Ubude bemirhumo kunye nenkonzo yokutsibatsiba
"Akukho modeli yekhontrakthi" yeenkonzo ze-OTT yenza kube lula kubathengi ukurhoxisa malunga nokurhuma. Idatha evela kwiiPaki Associates ibonisa ukuba Netflix Ilawula imakethi ngomndilili wokubhalisela ixesha leenyanga ezingama-48, kodwa ixesha lokubhalisela ezinye iinkonzo zevidiyo liyehla kakhulu ngaphandle kwesithathu esiphezulu (Netflix, Ividiyo yeNkulumbuso yeAmazon kunye neHulu).
Imakethi ye-OTT igcwele ngakumbi ngokusungulwa kweenkonzo ezintsha ezikumgangatho ophezulu ezivela kwizitudiyo ezinkulu kunye neengqungquthela ezifana neDisney +, i-HBO Max kunye nePeacock, eyenze ukuba ukunyaniseka kwababhalisi kunye nokugcinwa kube nzima kwaye kubaluleke ngakumbi.
Ababoneleli ngenkonzo yevidiyo kufuneka bajongane nababhalisi ekunzima kakhulu ukubagcina. Uphando lweParks Associates lufumanise ukuba ikota yababhalisi bevidiyo be-OTT 'bangama-hopper' aqhele ukuhlala neenkonzo zabo ixesha elincinci, batshintsha iinkonzo rhoqo, babhalise kakhulu kwaye barhoxise iinkonzo ezininzi ngexesha lexesha.. Iinyanga ezili-12 xa zithelekiswa nabanye ababhalisi. . Abathengi benkonzo ngabona babhalisele kakhulu kwaye banegalelo ngokungafaniyo kwi-churn, nto leyo eyenza kube ngumceli mngeni obalulekileyo wokugcina iinkonzo zevidiyo zanamhlanje.
Ukugcina kunye nokuxubha
Ukugcina ukunyaniseka kwababhalisi kunye nokunciphisa i-churn yababhalisi kubaluleke kakhulu kwiinkonzo zobhaliso. Ukusasaza ividiyo. Uphando oluvela kwiiParks Associates lubonisa ukuba iinkonzo ze-OTT ngokwendalo zijongene ne-churn ephezulu kuneenkonzo zeTV ezihlawulelwayo. Ngokwedatha evela kwiiParks Associates, i-2021 U.S. OTT umrhumo we-churn rate yi-44%.
Umxholo ngoyena mqhubi we-churn. Ukuze iinkonzo zigcine abasebenzisi ngaphaya konxibelelwano lwabo lokuqala, umxholo oqhelekileyo, ofanelekileyo kunye nobandakanyayo uyimfuneko. Uphando lweParks Associates lufumene ukuba i-37% yababhalisi kwinkonzo entsha ye-OTT kunyaka odlulileyo babonise ukuba baceba ukukhansela ukubhaliswa kwabo ngenxa yokungabikho komxholo omtsha. Ukunyuka kwenkonzo ye-OTT yabathengi kubonisa ukuzimisela kwabo ukufuna ngenjongo kunye nokubhalisela iinkonzo ezihambisa umxholo abawufunayo. Ukupakishwa ngoko ke kubonisa ukukulungela komthengi ukuyifulathela inkonzo ukuba akukho mxholo ofanelekileyo wobuqu.
Iinkonzo zevidiyo zinokhetho olukhoyo lokutsala abasebenzisi bazo. Uphando lweParks Associates lufumanise ukuba xa kunikezelwa ngoluhlu lweendlela zokugcina ezisemgangathweni, i-21% yabasebenzisi bachaza ukukwazi ukunqumamisa umrhumo kwaye i-21% ikwachaza nokubakho kwenqanaba elingaphantsi. Ukunikezelwa kweendlela ezahlukeneyo ezikhoyo kunye nokungabikho kweyodwa eyongameleyo, ukhetho oluchanekileyo lweendlela zokugcina oza kunikezela kumntu ngamnye obhalisile kubaluleke kakhulu kwimpumelelo yokugcina imizamo.
Ngaphandle komqobo wokwenza izinto kwi-churn yabathengi, iinkonzo kufuneka zenze unxibelelwano lweemvakalelo kunye nababhalisi bazo, olwenziwa ngokudityaniswa okuhle komxholo kunye namava omsebenzisi aqhuba ixabiso elibonwayo.
Iinkonzo zevidiyo zikhangela iindlela zokwandisa ukusebenza kweshishini labo kwimilinganiselo emininzi kangangoko. Idatha, ingqiqo, kunye neentshukumo ezenziwe kusetyenziso lobukrelekrele bokwenziwa (AI) kunye nokufunda koomatshini (ML) kunokwandisa izakhono zabo zokukhuphisana kwaye baphumelele kwimbonakalo yevidiyo yanamhlanje. Ukusasaza kuxinzelelo oluphezulu.
Eli nqaku licatshulwe kwiphepha elimhlophe leParks Associates, i-AI-enabled Data: Isitshixo soPhuculo lweNkonzo yeVidiyo, epapashwe ngokubambisana ne-SymphonyMediaAI. Ngolwazi oluthe vetshe, nceda undwendwele www.parksassociates.com
SOURCE: Uphonononga Iindaba
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