🍿 2022-04-23 09:00:00 - Paris/France.
Kwimarike ekhuphisana kakhulu ye Ukusasaza namhlanje, iinkonzo ze Ukusasaza akufuneki nje bafumanise indlela yokutsala abasebenzisi, kufuneka bafumane iindlela zokubagcina. I 2022 State of Ukusasaza ukusuka kwiFandom inokukwazi ukunika ulwazi olutsha apho ngaphambili. Ingxelo iphonononga ukuziphatha kwabalandeli ukufumanisa iziphumo eziphambili ezifana nesizathu sokungabhalisi, indlela iinkonzo Ukusasaza inokunyusa ukugcinwa kunye neendlela zokugcina ababhalisi ngokuzahlula kukhuphiswano.
Olu hlahlelo lwenziwe yiFandom, ikhaya labalandeli bolonwabo kulo lonke umabonwakude, iselula, imidlalo nokunye. Inkampani idibanise idatha yomsebenzisi ebanzi kunye nesifundo sehlabathi jikelele. IFandom inabakhenkethi abangaphezulu kwezigidi ezingama-300 ngenyanga kunye nangaphezulu kwama-250 eeWiki eziqhutywa ngabalandeli.
Ngokutsho kophononongo lwakutsha nje, i-62% yababukeli bathi isini yeyona nto yahlulahlulayo, kunye neDisney + njengenkokeli kule ndawo. Ukongeza, i-73% yababukeli bayazixabisa ngakumbi iinkonzo zeTV Ukusasaza ukuba zinemiboniso bhanyabhanya kunye nemiboniso abangayifumani naphi na.
Iikhredithi zemifanekiso: Fandom
Ishumi elinesithoba ekhulwini labathengi abanalo ukunyaniseka okuqinileyo a Ukusasaza kunomnye, kuba ukuziphatha kombukeli kuqhutywa ikakhulu ngumxholo, hayi ukunyaniseka kwababoneleli. Oku kufunyanisiweyo kubonisa ukuba ukunyaniseka kwabathengi banokuphila okanye bafe kuxhomekeke kwindawo abawufumana kuyo umboniso wabo olandelayo abawuthandayo. (Buza ku Netflix malunga nalo mceli mngeni!) Kwaye njengoko imarike ikhula ngakumbi kunye neminikelo engahlukiyo omnye komnye, ayimangalisi into yokuba abathengi bakhathazeke ngokugqithisileyo.
Enye into ephambili yokugcina ithala leencwadi elikhulu, ngokwe-76% yababhalisi. Amashumi amahlanu anesihlanu ekhulwini abasebenzisi bafuna imiboniso bhanyabhanya yokuqala kunye neemuvi.
NgokukaReelgood, nangona ikhathalogu yeAmazon iyeyona inkulu, inemiboniso yeTV engama-2 kunye neemuvi ezingama-161, inezona zimbalwa zikhethekileyo phakathi kweenkonzo eziphambili zokusasaza. Ukusasaza, ngama-38 kuphela ekhulwini. Netflix, ngakolunye uhlangothi, ithatha indawo yesibini, kunye ne-83% yekhathalogu yayo ekhethekileyo kwiqonga. I-Disney + inomxholo okhethekileyo, njengoko i-89% yomxholo wayo ayinakusasazwa kwenye indawo.
IDisney + inodumo lwayo olusekiweyo lweMarvel, Pstrong, Star Wars, National Geographic kunye neepropathi zeDisney, ngelixa ezinye iinkonzo zivela. Ukusasaza ezinkulu ezifana ne-Apple TV+, i-Hulu, kunye neVidiyo yeNkulumbuso ye-Amazon azikaphumi zii-franchise okanye ii-universes ezinobungakanani obukhulu okwangoku.
Abalandeli abakhulu kunye ne-IP yonke
Ababhalisi bakwafuna ngaphezulu komboniso omnye wokuhlala ubukele. Ii-IP zendalo ziyipropathi yengqondo enokuthi iholele ngokulula kwii-sequels, ii-prequels, kunye ne-spinoffs. Umzekelo, iParamount's Sheridan Universe, ikhupha ezinye ezimbini "Yellowstone" spin-offs ebizwa "6666" kunye "1932." UFandom uphawula ukuba "iYellowstone" yayiphakathi koluntu oludumileyo.
Abathengi abasanelisekanga kukubukela iinkqubo zabo abazithandayo kwaye batsibe ukuya kwelandelayo. Kwihlabathi lokubukela kakhulu kunye nemithombo yeendaba zentlalo, ukuziphatha okungaqhelekanga kwabalandeli kuye kwaba yindlela yokuziphatha yabalandeli abakhulu. Amashumi amane anesithandathu eepesenti abalandeli abazinikeleyo bafuna uluntu kunye nenkcubeko ejikeleze imidla yabo yokuzonwabisa, kwaye i-60% ingena kwihlabathi eliyintsomi kwi-intanethi.
Kukho iitoni zoluntu olukwi-intanethi olunikezelwe kwiindalo ezingeyonyani. Ngokukodwa, abasebenzisi beFandom babeke "i-Star Wars", i-Disney, "uHarry Potter" kunye neMarvel kwiindawo ezine eziphezulu kwaye bazijonga njengee-franchises "ezikhuthaza ukuphononongwa okuqhubekayo kwabalandeli ngaphandle kokukhutshwa", ngokutsho kwengxelo.
Iikhredithi zemifanekiso: Disney
Uninzi lwezona mvelaphi zidumileyo zikaDisney zivela kwiMarvel kunye ne "Star Wars" kwindalo iphela, enemiboniso efana ne "The Mandalorian," "Incwadi kaBoba Fett," "Loki," "WandaVision," "I-Falcon kunye nejoni lasebusika" . kunye ne "Hawkeye". Impumelelo ye "Mandalorian", ekhuthazwe ikakhulu bububele bukaGrogu, iye yaba lolona thotho luceliweyo kwihlabathi. Nge-1 kaDisemba, 2021, iParrot Analytics yathi "I-Mandalorian" yayifuneka ngamaxesha angama-31,9 ngaphezulu kwesihloko esiqhelekileyo kwihlabathi.
Idatha yabasebenzisi beFandom ibonisa ukuba iDisney + ixabisa i-30% ngaphezulu kwenkonzo yokusasaza Ukusasaza ividiyo ephakathi. Iambrela enkulu yeDisney yendalo yonke kunye nabalinganiswa ivelise uluntu lwabalandeli njengabanye. Abantu abadala beDisney banokuthatha i-intanethi bebodwa. Kulungile, akunjalo. Kodwa kumnandi ukucinga ngazo zonke ezo minqwazi kaMickey.
Ukongeza, uluntu lwamabali angeyonyani eDisney lukhule nge-45% ekukhutshweni kwe "Encanto", kunye nephepha le-Encanto FanFiction libekwe njenge #1 yephepha elihamba phambili kwiveki yokukhutshwa kwayo. Ukusasaza. Isandi sengoma, ngakumbi, sasibetha yonke indawo, ngakumbi kwiTikTok, kwaye ukuba ubungenawo "Asithethi ngoBruno" engqondweni kangangeveki, ungomnye wabanethamsanqa. Ingoma edumileyo, ebhaliweyo yaza yaqulunqwa nguLin-Manuel Miranda, yaba yingoma yokuqala kaDisney ukugqwesa kwiTshati yeSingles yase-UK. Ikwayeyona ngoma iphezulu kaDisney yeBillboard itshati, ifikelela kwiNombolo yesi-2 kwiBillboard Hot 100.
Okwangoku, Netflix uzama ngamandla ukufumana idilesi ye-IP entsha. Kunyaka ophelileyo, inkampani yafumana iNkampani yebali likaRoald Dahl ngethemba lokudala "indalo iphela eyodwa kuzo zonke iifilimu ezinoopopayi neziphilayo kunye nomabonwakude, upapasho, imidlalo, amava okuntywila, imiboniso bhanyabhanya, iimveliso zabathengi kunye nokunye," wabhala. Netflix kwiblogi yakhe. .
I-Amazon iphinda igxininise kwipropathi yengqondo enobuchule bendalo yonke. Inkampani ityale imali kakhulu "kwiNkosi yeeNdandatho" kunye nobunini bayo be "James Bond" franchise ngokufunyanwa kwayo kwe-8,5 yeebhiliyoni zeedola yiMGM.
UKarol Severin, umseki-mdibanisi kunye nomhlalutyi wezolonwabo / wetekhnoloji kwifemu yophando ye-MIDiA uthe:
Kulula kubakhuphisana nabo uku-odola "into efanayo" kwimuvi enye okanye umboniso weTV kunokuphindaphinda ubunzulu bendalo yonke ye-IP. Ngezi zizathu, sikholelwa ukuba ii-IP jikelele ziya kuqhubeka nokudlala indima ekhulayo.
Iinkonzo ze Ukusasaza babe nethuba lokunciphisa i-churn kunye nokuba "nokuphumelela" kwiimfazwe ze Ukusasaza ukwakha intembeko kunye nokudala amava abalandeli ngokupheleleyo kunye nomxholo ezizodwa kunye franchises. Ngaloo ndlela, iinkonzo ze Ukusasaza Idinga ukwandisa izihloko ezibolekayo ekubaleni amabali okongeziweyo, kunokuba amabali azimeleyo asebenza kuphela njengemiboniso bhanyabhanya okanye uthotho.
SOURCE: Uphonononga Iindaba
Ungalibazisi ukwabelana ngenqaku lethu kwiinethiwekhi zentlalo ukusinika ukomelela okuqinileyo. 🤗