✔️ 2022-09-08 15:00:00 - Paris/France.
Udityaniso olucwangcisiweyo kunye nokudibanisa kube yeyona ndlela iphambili yokuya kwi Ukusasaza, ngokutsho kwabahlalutyi beTheWrap
“Kubonakala ngathi inqwaba yingqumbo entsha ekuveleni kukamabonwakude Ukusasaza", UMichael Lyons, igosa eliyintloko lotyalo-mali le-JuiceMedia.io, i-arhente yemithombo yeendaba yemveliso yehlabathi kunye neenkampani ezithe ngqo kubathengi, uxelele iTheWrap.
Kutheni ukuhlanganiswa kunye neenyanda ziye zaziwa
Ngeenkonzo ezininzi zeprimiyamu ezivela Ukusasaza ividiyo kwimfuno (SVOD), imarike ngokuthe ngqo kubathengi iye yakhuphisana ngaphezu kwe "The Bachelor" kunye ne "The Bachelorette" edibeneyo.
Ngelixa ukunxanelwa kwabathengi kumxholo kuya kugcina iinkonzo ezininzi zidlala kuhlahlo lwabiwo-mali lwenyanga, abaphulaphuli baya kukhetha ngakumbi njengoko bejongana noxinzelelo lwemali olungaphambili. Kwikota yesibini, inkampani yedatha ye-Antenna yabona izinga lokukhula kwababhalisi base-US ngekota (+ 1,2%) kunye nomthamo opheleleyo wezongezo zababhalisi (+ 2,5 yezigidi) ziwela phantsi.
Ukukhula ngekota kwimirhumo kwiinkonzo zeprimiyamu zeSVOD eUnited States (Antenna)
Esi sesinye sezizathu zokuba kutheni iipakethe ze Ukusasaza Ubuqambi - obufana ne-13-ngenyanga ye-Disney bundle ebandakanya i-Disney +, i-Hulu, kunye ne-ESPN +, kunye nokufikelela kwiintengiso ze-Disneyland - ziyakhula ngokubaluleka, nangona ezi nkonzo zidumileyo zinokuba sesichengeni sokutshintsha. iimeko.
"Obu budlelwane kunye neebhendi zamaxabiso sisisombululo soncedo lwebhendi kwinto ezayo kwixesha eliphakathi ukuya kwixesha elide: ukunyuka kwamaxabiso kunye norhwebo lwabathengi," umhlalutyi we-Omdia uSara Henschel uxelele iTheWrap.
Njengoko i-pinch yezemali icinezela i-wallets, i-churn rates - okanye inani labathengi abarhoxisa imirhumo yabo ngexesha elinikiweyo - livame ukunyuka. Kwangoko kulo nyaka, inkampani yophando iKantar iphinde yaxela ukuba abathengi base-US bayeke ukongeza ngaphezulu Ukusasaza - inani elipheleleyo lokubhaliselwa ukuzinza kumyinge we-4,7.
Kungenxa yoko le nto iinkampani zokuzonwabisa zifuna ukubonelela ababhalisile ngoluhlu lweenkonzo endaweni yenkonzo enye ecocekileyo yokuzonwabisa. IAmazon Prime ibandakanya ukuhanjiswa kosuku olulandelayo lwasimahla et Ividiyo yokuqala; i-Apple One bundle ibonelela ngeApple TV+ ecaleni kweApple Music, Apple Arcade, iCloud+, Apple News+ kunye neApple Fitness+. Abathengi bafuna ixabiso elithe kratya, kwaye wonke umntu osuka eHollywood ukuya eSilicon Valley uyangxola ukufumanisa indlela yokuyizisa kubo.
Phesheya kolwandle, apho i-over-the-top (OTT) imakethi ingenziwanga ngokupheleleyo ngaphaya kwezikhokelo zangaphambili Netflix, Disney, kunye ne-Amazon, kunokubakho amathuba amaninzi okudala ama-bundle aquka abakhuphisana nabo abanobukrakra e-United States. Ngokomzekelo, i-Paramount Global kunye neComcast isebenzisana ne-SkyShowtime, inkonzo ye-SVOD edibanisa ii-asethi zeenkampani zokuzonwabisa kwii-22 zemimandla yaseYurophu. Nangona kunjalo, abakhuphisana abakhulu abanakufane bangene kwizivumelwano ezinjalo zentsebenziswano eUnited States.
Ukususela ngoku ukuya phambili, ngelixa inkonzo nganye ye Ukusasaza iyaqhubeka inani eliphezulu lababhalisi be Netflix (I-220,7 yezigidi) kunye ne-Disney + (i-152,1 yezigidi), ii-bundles ezifikelelekayo, ezixabisekileyo ziyindlela yokukhawuleza ukwakha iziseko zabathengi. Kungenxa yoko le nto iinkonzo ze Ukusasaza zihlala zibandakanyiwe kwi-intanethi kunye nezicwangciso zefowuni, ezifana nentsebenziswano ye-Apple TV+ kunye nabathengi be-T-Mobile kunye ne-Xfinity abafumana imirhumo yePeacock yasimahla.
“Apha kulapho iinkonzo ze Ukusasaza zisetyenziswa ngamanye amashishini ukongeza ixabiso kunye nokuvumela abathengi ukuba babe noluhlu olubanzi, ngaphandle kokufumana iindleko, "watsho uCraig Brown, iNtloko yokuhanjiswa kwe-Global Marketing Agency kunye ne-Marketing Partner yeGoogle Incubeta, kwiTheWrap.
Ngubani oya kuphumelela kwiimfazwe ezihlanganisiweyo?
Ukuhlanganiswa, ukudibanisa kunye nokudibanisa ngokucacileyo sisicwangciso esiphumeleleyo okwangoku, kodwa kuya kuhlala kubonakala ukuba ngubani oyena mntu uza kuba yi-aggregators: abaqhubi be-TV abahlakaniphile, abahlanganisi besiteshi njenge-Apple TV kunye ne-Roku, i-telecom giants okanye i-streamer ngqo kumthengi. ngokwabo.
"Ndiyakrokrela ukuba ii-smart TV operators zezona ndawo zilungileyo zokudala kunye neziqulatho zomxholo wabathengi," utshilo uHenschel. “Banamandla okuzisa [inkxaso yentengiso yasimahla Ukusasaza TV] amajelo, usetyenziso Ukusasaza, iividiyo zentengiso ezingaphambili kunye [nevidiyo esekwe kwintengiso xa ifunwa] zonke iinkonzo kwindawo enye.
Ngaphandle kweenzuzo ezicacileyo ezinokuthi izixhobo ezifana ne-Amazon Fire kunye ne-Samsung TVs zibe nazo, u-Henschel waqaphela ukuba abaqhubi be-TV abagxile kwi-hardware kuya kufuneka benze ii-pivots zetekhnoloji kwiqhinga labo ukuze baphumelele, engasoloko ingumbono olungileyo. .
Kwicala lomxholo we-Hollywood's battle royale, uBrown ubona abambalwa abanokuthi baphumelele bebambe umda. "Abaphumeleleyo ixesha elide kwesi sithuba baya kuba ngabo banokwenza umxholo kwizinto ezininzi ezinomdla wabathengi, obeka iDisney, Netflix kunye noPikoko kwi-NBC kwizikhundla ezomeleleyo kuba bebesoloko bengamashishini agxile kumxholo,” utshilo. .
I-Disney + kunye neHulu kunye balawula i-30% ye-premium ye-SVOD yesabelo sobhaliso e-US, Netflix ilawula i-26% kwaye ipikoko ihlala kwi-7%, nge-eriyali nganye.
Le Ukusasaza idityanisiwe ingathandwa njengentambo?
Ngeli xesha lokusika iintambo, abasasazi abajolise kwinyani abanje ngeHulu + Live TV kunye neYouTube TV baye bathatha indawo yenkqubo yevidiyo yamajelo amaninzi (MVPD) abasasazi abanje ngeComcast, DirecTV kunye neDish.
Kodwa njengeshishini Ukusasaza abaqolileyo, ababukeli abaninzi baye bakhathazeka ngumdlalo ontsonkothileyo wezitulo zomculo abanyanzeleka ukuba bawudlale ukuze bafumanise ukuba bangazifumana phi kwaye nini imiboniso abayithandayo. NgoJulayi, "Iingqondo zoLwaphulo-mthetho" zahamba Netflix yeParamount+, kuphela isibhengezo samva nje esibonisa ukubuya okuzayo komboniso Netflix. Eyona nto ibetha kakhulu kwiCable, iParamount Network's "Yellowstone," idlala kwiPeacock, hayi iParamount+. IMarvel ibonisa Netflix Yanyamalala kwiiveki ezimbalwa ngaphambili kulo nyaka ngaphambi kokuba iphinde ivele kwiDisney +.
Ngelixa ukongezwa kwexabiso elongeziweyo kunye nokudityaniswa kunceda ukulungelelanisa inkqubo yokonwabisa ngokudibanisa inani leenkonzo kwindawo enye yedijithali, indlela yokujongana nayo ibeka emngciphekweni wokongamela umthengi, okufana neentambo zokubopha iintambo ezidumbileyo nezintsonkothe kakhulu. Luphawu olusisilumkiso lokuba iLyons iqaphele ukungena kwishishini.
“Ekubeni into endala isentsha, sinokulindela ukusabela okungalunganga kwabathengi kubunzima bale minikelo mitsha,” utshilo.
SOURCE: Uphonononga Iindaba
Ungalibazisi ukwabelana ngenqaku lethu kwiinethiwekhi zentlalo ukusinika ukomelela okuqinileyo. 🍿