🍿 2022-04-25 07:00:01 - Paris/France.
Ngelixa usenza iNetflix i eyona nkonzo inkulu Ukusasaza emhlabeniOmnye we-CEO uReed Hastings 'mantras yokulawula yayiyeyabasebenzi bakhe ukuba "baxelele umlawuli xa unganxibanga."
Ngoku ukuba iNetflix ilahlekelwe phantse isibini kwisithathu sexabiso layo lentengiso ukusukela ngoNovemba kwaye abahlalutyi bathelekisa ukuwa kwayo kunye ne-dot-com crashUHastings ekugqibeleni walithobela icebiso lakhe kwaye wavuma ukuba isicwangciso sakhe soshishino sinokunxitywa kakubi kakhulu.
Kwisithuba seyure ngoLwesibini odlulileyo, umseki kunye ne-CEO yeNetflix wayilahla imigaqo yakhe ekudala eyibambile, waphinda wajolisa iqela leendaba elitshintshe iHollywood kwi. ukujongana namaxesha anzima okukhula kancinci kunye nokuthintela ukusebenzisa imali.
Yabelana ngamagama ayimfihlo? Ngo-2016, uReed Hastings waqhula wathi: “Siyakuthanda xa abantu babelane ngeNetflix. » Ngoku uceba ukulwa nalo mkhuba; Umlawuli uyakukholelwa oko Abantu abazizigidi ezili-100 babelane ngeeakhawunti zabo.
Kangangeminyaka, wagxotha isoyikiso seDisney, iApple kunye ne-HBO, egxininisa ukuba abakhuphisana abakhulu beNetflix yayiyiFortnite, iYouTube kunye "nokulala." Kwiveki ephelileyo wavuma ukuba INetflix kufuneka "inyuke" kuba abakhuphisana nabo "banochungechunge oluhle kakhulu kunye neefilimu".
Kodwa mhlawumbi olona tshintsho lucacileyo lube kwintengiso. Uhlala ukhusela iNetflix njengendawo engenantengiso evumela uluntu ukuba "luphumle" ngaphandle kokuba "luxhatshazwe", UHastings wavula iingcango ngokubanzi kwiidola zokuthengisa.
Isiqhoboshi kwinkcitho
Ukulahla ngokungaqhelekanga utshintsho kwisicwangciso kwinkomfa yomhlalutyi, uHastings ubhengeze oko I-Netflix iya kusebenza ngexabiso eliphantsi, inguqulelo yenkonzo yayo exhaswa yintengiso"kwisithuba sonyaka okanye emibini".
I-Netflix idale enye imodeli ye Ukusasaza apho i-stock market ikuvuze ngokuchitha imali eninzi. Inkampani ichithe imali enkulu iminyaka njengoko abatyali-mali bencoma ukukhula kwababhalisi ngokukhawuleza kwaye ukuzibophelela kwayo ekuveliseni rhoqo iinkqubo zikamabonwakude neefilimu ezintsha. Okokuqala, inkampani yathi iyakunciphisa inkcitho yomxholo.
“Kwakumangalisa,” utshilo uMichael Nathanson, umhlalutyi waseMoffettNathanson. “Aba bafana bebekhangeleka njengalo naliphi na iqela elingekabinazo iimpendulo. »
Ukutshintsha kwesalathiso ngumzuzu wokuthobeka kwinkampani ethi, ngelixa inani lemirhumo yaqhuma kumphakamo we bhubhane, wayeqinisekile ngokwaneleyo ukuba aqalise ukurhoxisa ii-akhawunti zabantu abangazisebenzisiyo.
Emva kokuba inkunzi yembali eqhutywe kwimarike yemasheya njengenye yeenkampani ezinkulu ze-tech "FAANG" (i-Facebook, i-Apple, i-Amazon, i-Netflix kunye ne-Google) yanyuka ixabisa malunga ne-310 yeebhiliyoni zeedola ngo-Oktobha, yancitshiswa kwakhona kwi-95 yeebhiliyoni zeedola. Kuphela NgoLwesithathu ophelileyo, izabelo zeNetflix zehle ngaphezulu kwe-38%.
“Sibone inkampani eye yasuka kwindawo yokukhula yaya kwindawo yentlambululo-miphefumlo ngephanyazo,” utshilo uNathanson.
Mhlawumbi esinye sezona zigqibo zibuhlungu kuHastings yayikukubhengeza. Abachasi kudala beqikelela ukuba iNetflix iya kuthi ekugqibeleni irhoxe kwimo yayo ngokuchasene nentengiso. leyo uJason Kilar, owayesakuba yiCEO yeWarner Media, kutshanje wayithelekisa “nonqulo.” Kodwa bambalwa ababecinga ukuba kuya kwenzeka kungekudala.
UMorgan Stanley ulindele ukuba, Ngexesha elide, iNetflix inokwenza "iibhiliyoni" kwiintengisoukuqikelela ukuba iintengiso zenza malunga ne-3 yeebhiliyoni zeerandi kwingeniso ngonyaka kwinkonzo ekhuphisanayo yeHulu.
Kodwa kunjalo nabahlalutyi beebhanki bayazibuza ukuba ukhetho lokubonelela ngemirhumo exabiso liphantsi luyayinyusa na ingeniso yenkampani, inikwe ukuba sele iqinisekise amakhaya angama-75 ezigidi e-United States (EU) naseCanada ukuba ahlawule umyinge we-15 yeedola ngenyanga. “Njengoko ufuduka abathengi uye kwindawo exhaswa yintengiso ngexabiso eliphantsi, ngaba uya kukwazi ukwenza ngaphezulu (ingeniso)? Ayicacanga kangako. »
UMark Read, i-CEO yeqela leentengiso le-WPP, yatsho oko utshintsho lweqhinga lubonisa imfuneko yokufikelela kubathengi abatsha kunye “nemida ecacileyo yokukhula kweemodeli zomrhumo kuphela.”
"Imbali ibonisa ukuba iinkampani zeendaba eziphumeleleyo zinemirhumo kunye neentengiso," utshilo u-Read.
Ingqikelelo engaphumeleliyo
Umceli mngeni weNetflix ngu Yazisa inqanaba lokurhuma elixhaswa yintengiso ngaphandle kokuphelisa isiseko sakho sangoku sabasebenzisiKwakhona akazange achithe ixesha nemali eninzi esakha ishishini lentengiso awayelibona lingumqobo.
Emva kweminyaka njengenkokeli yemarike, I-Netflix kufuneka iqhelane nendima yomntu osanda kufika kwi- Ukusasaza i-ad-ixhaswa, ukufunda kwiDisney, ukuFumana, iParamount kunye ne-NBC. “Akuzange kubekho nkxalabo yokuba sisengxakini,” utshilo owayesakuba ngumphathi weNetflix. “Imvakalelo yayikukuba: sihamba ngeminyaka elula. »
Ngoku ijongene nokhuphiswano oluqatha oluvela kwezona nkampani zikhulu zehlabathi zetekhnoloji kunye nemithombo yeendaba, ezithe zenza umtsi omkhulu ngeenkqubo zikamabonwakude ezifana UTed Lasso ovela kwi-Apple TVyes Ukulandela i-HBO Max.
Abanye abatyali-mali kunye nabahlalutyi bavakalelwa kukuba Inkcitho enkulu yeNetflix kufuneka ivelise inkqubo engcono. "Ukuba uchitha i-18 yeebhiliyoni zeedola kumxholo, ndingathanda ukucinga ukuba ungabaqinisekisa abantu ukuba bajoyine iqonga lakho," utshilo omnye wabanini-zabelo abaphezulu beNetflix.
ngaphezulu ukuhla kwexabiso lezabelo kukhathaza lonke ishishini lolonwabokuba amaqela eendaba amakhulu eMelika achithe ngaphezulu kwe-100 yeebhiliyoni zeedola kwinkcitho yomxholo kulo nyaka kuphela ukuzama ukuxelisa imodeli yeNetflix.
Ngoku iHollywood iyazibuza ukuba ngaba abaphathi beNetflix bagqithise ubungakanani bentengiso yeTV. Ukusasaza.
INetflix inababhalisi abahlawulayo abazizigidi ezingama-222, kunye noHastings uxelele abatyali-mali ukuba "imarike iyonke enokwenzeka" yiyo nayiphi na indlu ehlabathini enokufikelela kwi-Intanethi: abasebenzisi abanokuba yibhiliyoni. Wagxininisa ukuba kwakukho indawo eninzi yokukhulisa kunye nendawo eninzi yabakhuphisana nabo.
Kodwa njengoko ukukhula kwawo kudodobala, abahlalutyi bafumanisa iziphene kwezi ngcamango zinethemba. Ukunikezelwa kwemiba yokufikeleleka kunye nokufikelela kwihlabathi jikelele kwiinkqubo zentlawulo yedijithali, uNathanson ukholelwa ukuba imarike "yenyani" onokuthi ujolise kuyo isondele kwi-400 yezigidi.
Into exhalabisa ngokulinganayo kukuba uyazibuza ukuba I-Netflix sele ifikelele kwi-saturation epheleleyo e-United States naseCanada, apho inkampani ibonise ukuba abantu abangaphezulu kwezigidi ezingama-30 babelana ngeeakhawunti, ngaphezu kwababhalisi bezigidi ezingama-75. Inani lababhalisi beTV abahlawulwayo e-United States ngexesha lencopho yeTV ngo-2011 lalimalunga nezigidi ezili-100, nto leyo ebonisa ukuba iNetflix inokuba ifikelele kumda kwimarike yayo enkulu.
Ezi ziindaba ezimbi kwamanye amaqela eendaba, njengoko amanqaku abo ebhekisa kwiNetflix. Izabelo zeWarner Bros. Ukufunyanwa kwehle nge-5% kwiveki ephelileyo, ngelixa iDisney yawa nge-4% kwaye Umhlaba oPhambili ilahlekile 10 ekhulwini.
Ucebile Greenfield, umhlalutyi kwi-Lightshed Partners, waphawula isigqebelo ukuba iintshatsheli Ukusasaza njengoko iNetflix kunye neDisney ngoku zamkela intengisointsika ebalulekileyo yeqhinga elidala leendaba, ukuvuselela imisebenzi yabo.
“Kuyoyikisa ukuba ekuphela kwendlela yokuvuselela ukukhula babonelele ngeemveliso ezinexabiso eliphantsi ezithoba amava omthengi, eyona nto iyenza isondele kumava kamabonakude wesintu,” utshilo uGreenfield.
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SOURCE: Uphonononga Iindaba
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