đ 2022-05-21 16:00:37 - Paris/France.
Ukuba ulandele Netflix Kutshanje, uya kwazi ukuba umsinga usemhlabeni ongcangcazelayo ngoku. Idatha ye-antenna ibonisa ukuba Netflix barekhoda izigidi ezi-3,6 zokurhoxiswa komrhumo kwikota yokuqala ka-2022, ngaphezulu kwesigidi ngaphezulu kwenkampani erekhodwe kwikota yokuqala ka-2021 nakwikota yesine ka-2021. Esi sisalathisi esibalulekileyo sokuba Netflix isondela ekuphulukaneni nendawo yayo yokuqala kwi Ukusasaza. idabi.
Ngelixa ukuwa kwe Netflix iye yavusa ingcamango malunga nokuba i-SVOD (ividiyo yokubhalisa kwimfuno) imboni iphezulu kwaye iqala ukuhla, idatha entsha evela kwi-Antenna ixhasa ngenye indlela.
I-Antenna ifumene ukuba ukubhaliswa kwe-US kwisigaba se-Premium SVOD kunyuke + 4,0% kwikota-ngaphezulu kwekota kunye + ne-24,7% unyaka nonyaka. Uphando lukwabonisa ukuba bekukho i-37,4 yezigidi zabathengi abatsha be-SVOD kunye nelahleko yababhalisi bezigidi ezingama-29,8, okushiya inani elipheleleyo lababhalisi abatsha be-7,7 yezigidi kwi-Q2022 XNUMX.
Iikhredithi zemifanekiso: I-eriyali
Inani le-37,4 liyahambelana neekota ezimbini zokugqibela kodwa liphezulu kakhulu kunowama-2019 (ngaphambi kwe-Covid-19). Ukukhula kwakuqhutywa kakhulu ziinkonzo ze-nascent Peacock kunye neParamount +, eyongeze ubuncinane ababhalisile be-6,1 yezigidi zase-US.
Ngokuthelekisa, ngo-2019, xa imakethi yayilawulwa Netflix kunye neHulu (iinkonzo ezifana neDisney +, iPeacock, kunye ne-HBO Max zazingekabikho), bekukho inani elipheleleyo le-10,3 yezigidi zobhaliso kwikota yokuqala yonyaka. Ukwanda okukhulu kubonisa isantya sokukhula sonyaka esiyi-54% kwiminyaka emithathu.
Ngelixa ukukhula kwababhalisi kunokuba phezulu ngoku, kukwanjalo nokurhoxiswa. Bekukho nje ngaphantsi kwe-30 yezigidi zokurhoxiswa kwikota yokuqala ka-2022, i-12% ngaphezulu kwayo nayiphi na ikota kwimbali, okanye amaxesha angama-4,5 umthamo wokurhoxiswa okubonwe kwiminyaka emithathu edlulileyo, ngokutsho kwe-Antenna.
Ukurhoxiswa isenokungabi sisizathu sokukhathazeka kuba abongezo abatsha bababhalisi bebonisa ukuba abathengi bayagxalathelana-ekwabizwa ngokuba yi-churn and churn. I-Paramount +, i-Peacock kunye ne-Disney + yenza i-51% yazo zonke ii-signups ezintsha ngexesha lekota. Ukongeza, iinkonzo ezintathu ezikhankanyiweyo zibalelwa kwinxalenye enkulu yobhaliso lwabasebenzisi abatsha Netflix kwikota yokuqala ka-2022.
Iikhredithi zemifanekiso: I-eriyali
UPeter Fondulas, uMlawuli weHub, uthe: âIlahleko yababhalisi abavela Netflix kwikota yokuqala ka-2022 kunye nelahleko elindelekileyo kwiikota ezilandelayo imele inxalenye encinci yesiseko sababhalisi behlabathi. Kwaye eneneni, ngaxa lithile, inkonzo ingene ngokubanzi njenge Netflix ayinandawo ingako yokukhula. Ngokombono wethu, ibiya kuba yimpazamo enkulu ukuqwalasela la mava Netflix njengomqondiso wokuba iinkonzo zeTV zokusasaza zisecicini lokuhla, njengoko abanye abahlalutyi becebisile. Umtsalane womxholo okhethekileyo, weendaba kunye nokulula okulula kokujonga kwimfuno yimikhosi emibini enamandla ekufuneka ivumele ezi nkonzo ukuba zikhule ubuncinane kwixesha elifutshane.
Kwikota yokuqala ka-2022, Netflix ibike ilahleko yababhalisi be-200, okwenza ilahleko yokuqala yababhalisi kwiminyaka elishumi. Ukwehla kuzise isiseko sababhalisi be Netflix ukuya kwi-221,6 yezigidi, xa kuthelekiswa ne-221,8 yezigidi kwikota edlulileyo. Ilahleko iya kuqhubeka kuphela, ngokoqikelelo Netflix, kwaye umqhubi kulindeleke ukuba alahlekelwe yi-2 yezigidi kwikota yesibini.
Ekubeni Netflix inyuse amaxabiso kuwo onke amanqanaba esicwangciso sayo kuzwelonke ngoJanyuwari ka-2022, kukho ukonyuka okubonakalayo kokurhoxiswa komrhumo. Umyinge osebenzayo wenyanga we Netflix I-US ibingaphezulu nje kwe-2% ngoJanuwari ka-2019, emva kokunyusa amaxabiso omrhumo.
Ukongeza, idatha ye-Antenna ibonisa ukuba umyinge osebenzayo wenyanga we-churn we Netflix inyuke nge +0,95 pts inyanga nenyanga ngoJanuwari 2022, apho ukunyuka kwamaxabiso kubangele umlinganiselo osebenzayo wenyanga we-churn we-3%. Ekupheleni kuka-Matshi, ireyithi esebenzayo yenyanga ye-churn ye Netflix yaba yi-3,3%. Oku kuphakamisa ukuba inqanaba elilandelayo lexabiso eliphantsi elixhaswa yintengiso ye Netflix sisicwangciso senkampani sokunciphisa i-churn.
Zonke ezi datha zibonisa ukuba imarike ingakanani na Ukusasaza iyaguquguquka. Kunzima ukuqikelela ukuba yeyiphi inkonzo eza kulandela phezulu, kodwa abasasazi abamiselweyo bathanda Netflix kufuneka balumke kwaye beze namacebo amatsha okutsala ababhalisile abatsha.
SOURCE: Uphonononga Iindaba
Ungalibazisi ukwabelana ngenqaku lethu kwiinethiwekhi zentlalo ukusinika ukomelela okuqinileyo. đ€