✔️ IZIPHONONONGA Iindaba-Paris/France.
ngu-Alex Barker, uAnna Nicolaou noHarriet Agnew
21/04/2022, 12:48 p.m. 5 min ixesha lokufunda
Eyona nkonzo inkulu ye Ukusasaza kwihlabathi kuye kwafuneka ukuba kutshintshe isicwangciso njengoko amashumi eminyaka okukhula kwababhalisi kuye kwamiswa. I-Netflix ilahlekelwe ngababhalisi okokuqala kwimbali
Ngelixa wenza iNetflix yeyona nkonzo inkulu kwi Ukusasaza kwihlabathi, enye ye-mantras yolawulo lwe-Reed Hastings yayikukuba abasebenzi bakhe kufuneka "baxelele umlawuli xa engenampahla."
Emva kokuba iNetflix iphulukene phantse nesibini kwisithathu sexabiso layo lentengiso ukusukela ngoNovemba kwaye abahlalutyi bebesele bethelekisa ingozi ne-dot-com crash, uHastings ekugqibeleni ulandele elakhe icebiso ngoLwesibini kwaye wavuma ukuba isicwangciso sakhe seshishini sinokubekwa esichengeni.
Ngaphantsi kweyure ngoLwesibini, umseki weNetflix kunye ne-CEO waphosa imigaqo yakhe ekudala eyibambile kwaye wahlengahlengisa inkampani yeendaba eyaguqula iHollywood. Nantsi indlela iNetflix ekucingelwa ngayo ukuba ijongane namaxesha anzima, ukukhula okucothayo kunye nemiqobo yenkcitho.
umhlangano
I-German Mittelstand "Siza kubona ukunyuka kwamaxabiso kwibhodi yonke"
Iiyure ze-5 ezedlulileyo
Imfazwe yaseRussia e-Ukraine ibangela ukuba amashishini aphakathi aseJamani anyuke kakhulu. Uninzi lufuna ukuyidlulisela kubathengi nakubathengi, utsho uchwepheshe wezoqoqosho uClaus Niegsch we-DZ Bank. Ukuvalwa kwamashishini nako akukhutshelwa ngaphandle
Iiakhawunti ekujoliswe kuzo ekwabelwana ngazo
ukwabelana ngamagama ayimfihlo? Ngo-2016, uHastings waqhula wathi: “Siyakuthanda xa abantu babelane ngeNetflix. » Ngoku uceba ukuthatha amanyathelo ngokuchasene nalo mkhwa. UHastings uqikelela ukuba abantu abazizigidi ezili-100 babelana ngeeakhawunti zabo.
Ukhuphiswano? Kangangeminyaka, wasichitha isisongelo esivela kuDisney, iApple kunye ne-HBO, egxininisa ukuba abakhuphisana abakhulu beNetflix yayiyiFortnite, iYouTube kunye "nokulala." NgoLwesibini, uvumile ukuba iNetflix kufuneka "inyuse igiya" kuba abo bakhuphisana nabo "bakhuphe imiboniso bhanyabhanya entle ngokwenene."
Kodwa mhlawumbi olona tshintsho lucacileyo luza kwintengiso. Ekubeni wayeyintshatsheli yeNetflix ngokwembali njengendawo engenantengiso evumela ababukeli ukuba "baphumle" ngaphandle kokuba "baxhatshazwe," uHastings ngoku uvule iingcango zentengiso yeedola. Ngethuba lenkomfa yenkomfa kunye nabahlalutyi, i-CEO yehla utshintsho kwisicwangciso xa yachaza ukuba i-Netflix iya kusebenza kwixabiso eliphantsi, i-ad-supported version yenkonzo yayo "ngonyaka okanye emibini."
Neendleko? I-Netflix idale ngesandla enye imodeli ye Ukusasaza apho imarike yemasheya yavuza inkampani ngokuchitha imali eninzi. Inkampani itshise ngemali eyimali iminyaka ngelixa abatyali-mali bencoma ukukhula kwababhalisi ngokukhawuleza kunye nokuzibophelela ekukhupheni rhoqo iinkqubo zeTV kunye neemuvi. NgoLwesibini, inkampani ibhengeze okokuqala ukuba iya kunciphisa inkcitho yayo kumxholo.
Umhlalutyi owothukileyo
“Yayothusa,” utshilo umhlalutyi kaMoffettNathanson uMichael Nathanson, “aba bafana babekhangeleka njengalo naliphi na iqela labaphathi elingekabinazo iimpendulo. »Ubuso lixesha lokuzithoba kwinkampani eyathi, iwazi amandla ayo, yaziphelisa ngokungxamisekileyo ii-akhawunti ezingasetyenziswanga njengoko amanani ayo okurhuma esanda ekuphakameni kobhubhane.
Emva kwe-IPO yembali njengenye yeenkampani ezinkulu zeteknoloji "i-FAANG" (i-Facebook, i-Apple, i-Amazon, i-Netflix kunye ne-Google) efikelele kwixabiso elimalunga ne-310 yeebhiliyoni zeedola ngo-Oktobha, ixabiso leshishini lehla kwi-95 yeebhiliyoni zeedola. ngaphezulu kwama-38% ngoLwesithathu kuphela.
UNathanson wathi: “Sibone inkampani isuka kwindawo ekhulayo isiya kwindawo yentlambululo-miphefumlo ngexesha elifutshane kakhulu.” Mhlawumbi esinye sezona zigqibo zibuhlungu zikaHastings yayizizentengiso.
Abakhuphisana kudala baxela kwangaphambili ukuba iNetflix ekugqibeleni yayiza kushiya ukuma kwayo kokuchasana nentengiso, owayesakuba yi-CEO yeWarner Media uJason Kilar kutshanje wayifanisa "nenkolo," kodwa bambalwa ababelindele ukuba kwenzeke ngokukhawuleza. ibhiliyoni [i-Abonnenten] ayiqhubeki nokubiza ixabiso leprimiyamu ngaphandle kwentengiso,” utshilo uKilar. "[I-Netflix] ngokuqinisekileyo iya kufika kweso sigqibo. »
UMorgan Stanley uqikelela ukuba iNetflix inokwenza "iibhiliyoni" kwiintengiso kwixesha elide kwaye iqikelela ukuba inkonzo ephikisanayo yeHulu yenza malunga ne-3 yeebhiliyoni zeedola ngonyaka ukusuka kwintengiso. sele kubangele ukuba amakhaya angama-75 ezigidi eUnited States naseKhanada ahlawule umlinganiselo wee-$15 ngenyanga. "Ukuba inkampani ifudusa abathengi bayo baye kumnikelo oxhaswa yintengiso ngexabiso eliphantsi, ngaba inkampani ingafumana ingeniso ephezulu? Ayicacanga kangako. »
ukukhuthaza ukukhula
UMark Read, i-CEO ye-WPP, uthe utshintsho kwisicwangciso lubonisa isidingo sokufikelela kubathengi abatsha kwaye lubonise ngokucacileyo "imida ekukhuleni kweemodeli zokubhalisa kuphela". . “Ngokungathandabuzekiyo, uxinzelelo kuhlahlo lwabiwo-mali lwemizi kunye nokwanda kwenani lemirhumo iye yathimba ingqalelo yabathengi.
Umceli mngeni weNetflix kukwamkela inqanaba lobulungu elixhaswa yintengiso ngaphandle kokusebenzisa isiseko sababhalisi abakhoyo okanye ukuchitha ixesha elininzi kunye nemali yokwakha ishishini lentengiso elakha lathathwa yinkampani njengesiphazamiso.
Emva kweminyaka njengenkokeli kwiinkonzo zokubhaliselwa kwevidiyo, iNetflix iqhelana nendima yayo njengomntu ofike emva kwexesha. Ukusasaza ixhaswa yintengiso, ukufunda kwiDisney, ukuFumana, iParamount kunye ne-NBC. “Asizange soyike ukuba siza kuba sengxakini,” utshilo owayesakuba ngumphathi weNetflix. “Imvakalelo yayikukuba sasiphambi kwethu ngeminyaka. »I-Netflix ngoku ijongene nokhuphiswano oluqatha oluvela kwiinkampani zeendaba ezinkulu zehlabathi kunye neteknoloji, eziphumelelayo kuthotho olufana ne-Apple's Ted Lasso kunye ne-HBO's Succession.
Abanye abatyali-mali kunye nabahlalutyi bakholelwa ukuba inkcitho enkulu yeNetflix kufuneka iguqulele kwinkqubo engcono. "Ukuba uchitha i-18 yeebhiliyoni zeedola kumxholo, kuya kufuneka ukwazi ukukholisa abantu ukuba bajoyine iqonga lakho. Ukusasaza"Utshilo omnye wabaninizabelo abaphezulu beNetflix.
Intshukumo yeMicrosoft yeveki: Amanani ngekota amisela ithoni
20/04/2022
Isigebenga setekhnoloji saseMelika sityibilike kancinci kwimarike yemasheya. IMicrosoft izakubonisa amanani ekota kwiveki ezayo-umhla unokumisela indlela yokwenza
Ukusasaza-markt-ueberschaetzt » iklasi= »isihlokwana-isiqalelo-isiqalelo-h2 u-richtext u-typo u-typo-article-h2 article__subheadline-element__subheadline-element–h2 subheadline-element–context-article »>
Imarike Ukusasaza igqitywe ngaphezulu?
Kodwa amaxabiso esitokhwe ehlayo axhalabile kulo lonke ishishini lokuzonwabisa, njengoko amaqela amakhulu eendaba eMelika achithe ngaphezulu kwe-100 yeebhiliyoni zeedola kumxholo kulo nyaka kuphela. Bafuna ukuxelisa imodeli yeNetflix. Umbuzo okwiHollywood ngowokuba ngaba abaphathi beNetflix babugqithise kakhulu ubungakanani bentengiso yeTV. Ukusasaza.
I-Netflix inababhalisi abahlawulayo abazizigidi ezingama-222, kwaye uHastings uxelele abatyali-mali ukuba "imalike yayo iyonke ekwaziyo ukujongana nayo" yindlu yonke emhlabeni enokufikelela kwi-Intanethi - abanokuba ngababhalisi bebhiliyoni. Kusekho indawo eninzi yokukhula kunye neninzi indawo yabakhuphisana abatsha, wagxininisa.
©Statista
Nangona kunjalo, ngenxa yokudodobala kokukhula, abahlalutyi bayathandabuza ezi ngqikelelo zinethemba. Ukunikezelwa kwemiba yokufikeleleka kunye nokufikelela kwihlabathi jikelele kwiinkqubo zokuhlawula idijithali, uNathanson uqikelela ukuba "i-real" marketable addressable market isondele kwi-400 yezigidi.
Kwakhona okumkhathazayo kukuba iNetflix sele ifikelele kwi-United States naseCanada, apho inkampani yabhengeza ngoLwesibini ukuba yongeze ababhalisile abazizigidi ezingama-30 kubabhalisi bayo abakhoyo abazizigidi ezingama-75. Ababhalisi beTV abahlawulelwayo base-US bajikeleze i-100 lezigidi kwincopho yeTV ngo-2011, becebisa ukuba iNetflix inokuba ifikelele kwintengiso enkulu.
Amaxabiso ayehla kuyo yonke indawo
Ezi ziindaba ezimbi zakwamanye amaqela eendaba, njengoko amanqaku abo asekelwe kwiNetflix. Izabelo zeWarner Bros Discovery zawa nge-5% ngoLwesithathu, ngelixa i-Disney yawa nge-4% kunye ne-Paramount Global yawa nge-10%.
Isityebi saseGreenfield, umhlalutyi kwi-Lightshed Partners, waphawula impoxo ukuba iintshatsheli ze Ukusasaza njengoko iNetflix kunye neDisney ngoku beguqukela kwintengiso, intsika ephambili yesicwangciso seendaba zelifa, ukuvuselela amashishini abo.
“Kuyothusa xa ekuphela kwendlela yokukhula kwakhona kukubonelela ngeemveliso ezinexabiso eliphantsi ezithomalalisa amava omthengi kwaye ziyenze ifane namava eTV,” utshilo.
© The Financial Times Limited 2022
SOURCE: Uphonononga Iindaba
Ungalibazisi ukwabelana ngenqaku lethu kwiinethiwekhi zentlalo ukusinika ukomelela okuqinileyo. 😍