😍 2022-04-21 20:18:00 - Paris/France.
Xa abantu bebukele iTV, bayifuna NGENXA KANYE nange-FAST - imboni-ithetha "i-TV ephilayo". Ukusasaza inkonzo yasimahla exhaswa yintengiso. Abathengi baya ngokuya bebhenela kumabonwakude Ukusasaza ixhaswa yintengiso, eye yaphola ixesha elide imarike yeenkonzo zorhumo kwaye yasongela ukukhula kwesitokhwe se Netflix kunye nabanye abadlali.
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"Kwiminyaka eyi-10 edlulileyo, siye sabona ukwanda ngokukhawuleza kwe-SVOD (ividiyo yokubhalisa kwimfuno)," utshilo uColin Dixon, umhlalutyi kwi-nScreenMedia. “Ngoku lithuba lokuba Ukusasaza ixhaswa ngemali ziintengiso. Uza kubona ngokukhawuleza okulinganayo, ukuba akukhawulezi, ukwandiswa kweendaba zentengiso (ividiyo kwi Ukusasaza) esikwenzileyo nokungaxhaswanga ziintengiso. »
Ungaze imiqondiso icace njengoko kwiveki ephelileyo, xa isigebenga se Ukusasaza Netflix wenze into ebingacingelwanga kwaye wachaza umxholo wevidiyo Ukusasaza ixhaswa ngemali ziintengiso. Emva kokuba inkampani ikhuphe ingxelo embi yekota yokuqala, ngoku ijonge ukunikezela ngomrhumo oquka iintengiso ezingaphantsi kwexabiso eliqhelekileyo le. Netflix. Isenzo Netflix ilahlekelwe ngaphezu kweyesithathu yexabiso layo ngoLwesithathu emva kokubika ukuhla okumangalisayo kwababhalisi kunye nokuxela kwangaphambili ilahleko enkulu yabathengi ezayo.
Ayimangalisi Netflix (NFLX) ijika ikona. Emngciphekweni sisixa esikhulu seedola zentengiso ezileqa abasiki bentambo kunye nabangengabo iikhowudi ngokufanayo. Iidola zentengiso ziqala ukuhamba, kunye nabaphulaphuli, ukusuka kwintambo yemveli kunye nokusasazwa kweziteshi zeTV ukuya kwintengiso yeTV.
Kunyaka ophelileyo, inkcitho yentengiso yeTV yehlabathi ifikelele kwi-171 yeebhiliyoni zeedola, apho i-16,6 yeebhiliyoni zeedola yaya kumaqonga eTV ye-intanethi, ngokwenkampani yeendaba zentengiso ye-GroupM. Ngelixa inkcitho yentengiso kumabonakude wemveli kulindeleke ukuba izinzile kwiminyaka ezayo, inkcitho yentengiso kwiinkonzo zeTV ye-Intanethi kulindeleke ukuba ifikelele kwi-32,6 yeebhiliyoni zeedola ngo-2026, utshilo uGroupM.
Iinkokheli zikamabonakude zakuqala kwi Ukusasaza intengiso esekelwe
Umabonakude ungenile Ukusasaza I-ad-inkxaso iya kuba nobukho obukhulu ngakumbi kwiintengiso zokuqala zalo nyaka. Rhoqo entlakohlaza, iinkonzo zikamabonakude zinikezela ngenkqubo yazo kubathengisi kwaye zisayine izibophelelo zokuthenga intengiso yonyaka ozayo. Isizini yokuqala iqala kwigiya ephezulu ngoMeyi, ngokutsho kwe-Adweek.
“Ividiyo yentengiso efunwayo (AVOD) kunye namajelo kamabonwakude asimahla axhaswa yintengiso (FAST) ngabona baphumeleleyo kwimfazwe yentengiso. Ukusasaza, ngokombono wethu, ngenxa yokuba 'ikhululekile' isenayo i-TAM enkulu (i-marketable addressable market)," Umhlalutyi we-Needham u-Laura Martin uthe kwinqaku lakutshanje kubaxhasi.
Ukuba yahlulwe kwisitokhwe sikaGoogle, iYouTube iya kuba nexabiso elimalunga neebhiliyoni ezingama-300 zeedola, ngokutsho komnye umhlalutyi. (Thais Ceneviva/Shutterstock.com)
Ukuza kuthi ga ngoku, oyena mntu uphumeleleyo kwividiyo exhaswa yintengiso kwi-intanethi nguYouTube, yenkampani engumzali kaGoogle Alphabet (GOOGL), utshilo. Ukuba iYouTube ithengisa ngokwahlukileyo kwiAlfabhethi, iya kuba nexabiso elimalunga neebhiliyoni ezingama-300 zeedola, utshilo uMartin.
Omnye ophumelele ividiyo yokuqala kwi Ukusasaza ixhaswa ngemali yintengiso IAmaz.fr (AMZN). Ngeqonga layo leTV yoMlilo kunye nenkonzo yeTV ye-IMDb, ineendawo ezininzi zokuthengisa iintengiso. IAmazon iphinda yenza i-IMDb TV njengeAmazon Freevee ukuqala nge-27 ka-Epreli. Ukongeza, ngamakhonkco kwishishini layo le-e-commerce, iAmazon inokulandelela izinto ezithengiweyo eziqhutywa ziintengiso.
“IAmazon ikhawuleza ukuba yinkokeli kwesi sithuba,” utshilo uDixon. Ngaba unokucinga ngenkampani eyazi ngakumbi malunga nababukeli bayo kuneAmazon? »
Wongeze wathi: “Banokubophelela intengiso kwisenzo. Oku kuya kuba nomdla kakhulu kubathengisi kwixesha elizayo. Baza kuba namandla okubalelwa kule marike. »
Iinkampani zeendaba zelifa ziyawuqaphela lo mkhwa
Iinkampani zeendaba zelifa nazo zingene kwintengiso yeTV esimahla, exhaswa yintengiso. Umhlaba oPhambili (PARA) ungumnikazi wePluto TV. Comcast (CMCSA) eXumo. Fox (FOXA) ngumnikazi weTubi.
I-Fox's Tubi ngumzekelo wemithombo yeendaba esekiweyo engena kwividiyo Ukusasaza ixhaswa ngemali ziintengiso. (TubiTV)
Abanye abadlali kule marike ye-AVOD babandakanya unyaka's (ROKU) Roku Channel, Plex kunye Crackle ukusuka Isuphu yenkukhu yokuzonwabisa komphefumlo (CSSE). Nditsho nabavelisi beTV Samsung, LG kunye Vizio (VZIO) bangene kulo mdlalo besebenzisa amaqonga abo e-smart TV.
Abavelisi oomabonakude kunye nezixhobo zasekhaya Ukusasaza banenzuzo kwimarike yeAVOD kuba banikezela ngabasebenzisi indlela yokuya Ukusasaza ividiyo. Iinkampani kwikomkhulu catbird ziquka Amazon, Roku, Samsung kunye LG.
Kwinyanga ephelileyo, Ukufuna ukwazi (CURI) kunye ne-YouTube baye bazisa iminikelo emitsha ye-FAST.
Izizathu zokujika kwi-FAST
Le Ukusasaza Ividiyo ye-FAST ibhekisa ngokubanzi kumajelo e Ukusasaza umgca osasaza umxholo ocwangcisiweyo njengamajelo kamabonakude emveli. Nangona kunjalo, abahlalutyi abaninzi bayandisa inkcazo yokubandakanya i-AVOD, njengoko iinkonzo ezixhaswe yintengiso ngoku zibonelela ngeentlobo zombini. Nge-AVOD, ababukeli bakhetha imovie ethile okanye isiqendu seTV abafuna ukusibukela.
“Umahluko phakathi kwezi marike zimbini uya usiba mncinci yonke imihla,” utshilo uDixon.
Iziteshi zevidiyo ezikhawulezayo zikhula ngokuthandwa ngenxa yezizathu ezininzi, utshilo uBrett Sappington, umhlalutyi kwifem yophando ethi Tolika. Kwaye akukhona nje malunga nabathengi abafuna ukunciphisa ixabiso labo Netflixutsho.
Ujongene nokukhubazeka kokukhetha phakathi kobuninzi bokhetho lwe Ukusasaza, abathengi bathanda amandla abanawo kunye ne-AVOD ukuvula nje itshaneli kwaye baqale ukubukela, ngokutsho kweSappington.
Ukongeza, iindleko zentengiso ziphantsi kunezo zikamabonwakude wesiqhelo. Iinkonzo ze-FAST zidla ngokuqhuba imizuzu esibhozo ukuya kweli-10 yeentengiso ngeyure, xa kuthelekiswa nemizuzu eli-14 ukuya kweli-18 yeentengiso kumabonakude wesiqhelo.
Abakhangisi baleqa abathengi abalahlekileyo kumabonwakude nge Ukusasaza
Ukutshintshela kwividiyo Ukusasaza Umabonwakude oxhaswa yintengiso ubalulekile kubakhangisi, abaphulukene nabathengi kumabonwakude ongenantengiso kwiminyaka yakutshanje.
Iinkonzo zeTV ezihlawulelwayo zemveli zilahlekelwe ngababhalisi be-4,7 yezigidi eUnited States kunyaka ophelileyo, ngokutsho kweqela lophando. (0meer - stock.adobe.com)
Kunyaka ophelileyo, iinkonzo zeTV ezihlawulelwayo njengekhebula kunye nesathelayithi zilahlekelwe ngababhalisi be-4,7 yezigidi eUnited States, ngokutsho kweLeichtman Research Group. Oku kusemva kokuphulukana nababhalisi abamalunga ne-4,9 yezigidi ngo-2020.
Ingxaki ngevidiyo kwi Ukusasaza Iinkonzo ezixhaswa yintengiso ngoku zijongene nokuba uluntu lwahlulwe phakathi koluhlu lweenkonzo ezidizayo, utshilo uSappington.
"Ukujongwa kweenkonzo ezixhaswa yi-ad zibanzi kodwa azinzulu," watsho. “Izibhengezo zisebenza ngomlinganiselo omkhulu. »
Ukujongwa kuya kwanda njengoko umxholo onqweneleka ngakumbi usiya kwiinkonzo ezixhaswa yi-ad. Oku kubandakanya umxholo omtsha, okhethekileyo kunye nemidlalo ephilayo.
Intengiso Ukusasaza banokuzuza kwakhona kumanyano oluthile, utshilo uDixon.
“Enye yeengxaki kwimarike yanamhlanje kukuba intsonkothile kwaye yahlulahlulwe,” utshilo uDixon. Ukuba ufuna ukwenza iphulo lentengiso kwaye ufikelele kubantu kwiiTV zabo eziqhagamshelweyo, kuya kufuneka ucinge ukuba ungazibeka njani iintengiso kwi-10, mhlawumbi iinkqubo zokusebenza zeTV ezili-15 (iinkqubo zokusebenza) ukufikelela kubaphulaphuli obanqwenelayo. umngeni.
Netflix Isitokhwe: Iinkonzo ezihlawulwayo zibonelela ngamanqanaba axhaswa yintengiso
Ngeli xesha, iinkonzo zokurhuma ezingenantengiso zongeza amaxabiso aphantsi, amanqanaba eenkonzo ezixhaswa yintengiso. Iinkonzo ezishibhile zibonelela ngemithombo eyongezelelweyo yengeniso kunye nabasebenzisi abatsha abanokuthengisa kubo iinkonzo zeprimiyamu.
Ixabiso Netflix ezantsi yile nto i-CEO uReed Hastings acinga ngayo xa esamkela ividiyo Ukusasaza ixhaswa ngemali ziintengiso. (imbaleki yeparade/Shutterstock)
Iinkonzo zokubhaliselwa kweprimiyamu ezinikezela ngamanqanaba aphantsi e-AVOD aneentengiso zibandakanya iHulu, Ukufunyanwa kweWarner Bros.(WBD) HBO Max, Paramount + ukusuka kwiParamount kunye nePeacock esuka kwiComcast. Walt Disney (I-DIS) iceba ukubonelela ngexabiso eliphantsi lenkonzo yayo yeDisney + ngeentengiso kamva kulo nyaka.
Iprojekthi ye Netflix ukongeza umnikelo oxhaswa yintengiso kuyenza ibe yinkonzo yokugqibela yevidiyo enkulu Ukusasaza ngokubhalisela ukwamkela inqanaba le-AVOD, awayeyigculela iminyaka.
Umphathi oyintloko uReed Hastings uthe inkampani ithatha amanyathelo okunika abathengi ukhetho olungakumbi kumaxabiso ahlukeneyo Netflix. Abahlalutyi beemarike zemasheya Netflix uyavumelana nesi sigqibo.
“Abo balandelayo Netflix Ndiyazi ukuba bendichasene nobunzima bentengiso kunye nomlandeli omkhulu wokwenza lula ukubhalisa, ”utshilo uHastings kwinkomfa. “Kodwa njengokuba ndingumntu othanda oko, ndingumntu othanda kakhulu ukhetho lwabathengi. »
Inkqubo entsha yendalo kamabonakude Ukusasaza i-ad-ixhaswa
Inguqu kumabonakude Ukusasaza Intengiso-exhaswayo ikhuthaze i-ecosystem enamashishini amatsha ukuxhasa imodeli yeshishini. Le ecosystem iquka iinkampani ezithengisayo nezibeka iintengiso kwiinkonzo zentengiso. Ukusasaza kunye nabo balinganisa kwaye bajolise kubaphulaphuli.
Inkonzo yokukala kumabonakude kaNielsen inokujongana nokhuphiswano olunzima njengevidiyo Ukusasaza ixhaswa ngemali yintengiso iyakhula. (Imifanekiso yeTada - stock.adobe.com)
Iinkampani ze-Adtech ezifana Ezintsha (TVC), Ubukhulu (MGNI), I-PubMatic (PUBM) kunye Ikhawunta yorhwebo (TTD) balwela isabelo kwimarike kamabonakude ekhulayo ye-Intanethi. Ngelo xesha, iinkonzo ezininzi ezinkulu Ukusasaza ezifana neRoku zibonelela ngamaqonga azo entengiso.
Kwangaxeshanye, iinkonzo zokulinganisa abaphulaphuli abatsha zifuna ukubuyisela Nielsen (NLSN) njengoko ababukeli betshintshela Ukusasaza ividiyo. Abachasi bakaNielsen baquka I-Comscore (SCOR), iSpot, iSamba TV kunye neVideoAmp.
“Zonke iinxalenye zentengiso ngoku ziqhelana nehlabathi elitsha le Ukusasaza"Utshilo uDixon we-nScreenMedia.
Kodwa iividiyo zineengxaki Ukusasaza njengezenzo Netflix azisafani nabatyali-mali ngoku emva kokunyuka ngexesha lobhubhani we-Covid-19 wokuhlala ekhaya.
NgoLwesithathu, i-IBD's Leisure-Movies & Related industry group, equka i-stocks Netflix, iRoku kunye nabanye abasasazi bevidiyo, babekwe kwindawo ye-185 kumaqela e-197 alandelwa yi-IBD.
Landela uPatrick Seitz kuTwitter ku-@IBD_PSeitz ukufumana amabali angakumbi kubuchwephesha babathengi, isoftware kunye nesitokhwe semiconductor.
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SOURCE: Uphonononga Iindaba
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