✔️ 2022-03-29 13:31:00 - Paris/France.
Ukumela amajelo eendaba kunye nokuziphatha kokuzonwabisa kumazwe amahlanu ahlukeneyo, uphando lwe-16 lwe-Deloitte lwe-XNUMX lubonisa ukuba abaphulaphuli behlabathi baya kukhathazeka ngakumbi ngeendleko kunye nolawulo lomxholo weenkonzo zeendaba. Ukusasaza ividiyo ngokufunwayo
ENEW YORK, ngoMatshi 29, 2022 /PRNewswire/ —
Ngokohlelo lwe-16 lwe-Deloitte's Digital Media Trends Survey, umrhumi wevidiyo ungene ngaphakathi. Ukusasaza Imirhumo ihlala iphezulu, ngakumbi kwizizukulwana eziselula.
Iingongoma eziphambili ekufuneka uzikhumbule
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le umndilili wesantya e-United States usahleli I-37% kuzo zonke iinkonzo zevidiyo ezihlawulwayo kwi Ukusasaza kwimfuno (SVOD). E-United Kingdom (e-UK), eJamani, eBrazil nase-Japan, umndilili we-churn usondele kuma-30%.
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Kula mazwe mahlanu, Gen Z abaphenduli bakhetha imidlalo yevidiyo njengendlela abayithandayo yolonwabo lwedijithali. Kuba abantu abadala babukele umabonwakude kunye neemuvi ekhaya iza kuqala.
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EMelika, I-81% yabasebenzisi beendaba zoluntu babika ukusebenzisa iinkonzo zentlalo yoluntu ubuncinane imihla ngemihla; Ama-59% asebenzisa ezi nkonzo amaxesha amaninzi ngemini. E-US, e-UK, eJamani, eBrazil naseJapan, abantu abancinci (kubandakanya i-Gen Z, iMillennials kunye ne-Gen X) bahlala benokuthi basebenzise imidiya yoluntu.
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Phantse isiqingatha (46%) sabaphenduli base-US bathi bajonga umxholo owenziwe ngabasebenzisi kunokuba bebesenza kwiinyanga ezintandathu ezidlulileyo, kwaye isiqingatha sithi basachitha ixesha elininzi bebukele umxholo oveliswe ngumsebenzisi kunokuba bebecwangcise (inani elitsiba ukuya kuma-70% phakathi kwesiZukulwana Z).
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Kula mazwe mahlanu, UGen Z kunye nabadlali benkulungwane yeminyaka badlala umndilili weeyure ezili-11 ngeveki. E-United States, i-61% yabadlali bathi ukwenza umlingiswa wabo womdlalo okanye i-avatar ngokwezifiso kuyabanceda ukuba baziveze.
kutheni kubalulekile
Ushicilelo lwe-16 lonyaka lweDeloitte « Iindlela zeDigital Media » Uphando lufumanise ukuba ababoneleli ngevidiyo kwi-intanethi Ukusasaza bajongene noxinzelelo olwandisiweyo lokutsala kunye nokugcina ababhalisi abaye baba savvier ekufuneni umxholo abawufunayo kunye nokulawula iindleko abazihlawulayo. Oku kuyinyani ngakumbi kwizizukulwana eziselula ezikhule ngee-smartphones, imidiya yoluntu kunye nevidiyo. Kwizizukulwana eziselula, i-feeds yemidiya yoluntu eyenziwe ngumsebenzisi kunye imidlalo yevidiyo imidiya yoluntu inokuhlangabezana neemfuno zabo ngcono kunokusasaza ividiyo.
Ibali liyaqhubeka
Uphando lukaDeloitte lwafumanisa ukuba ukulungiselela isizukulwana esilandelayo sokuzonwabisa kwedijithali, iinkampani zeendaba kunye nezolonwabo kufuneka zicinge nzulu malunga nendlela abantu abanxulumana ngayo nokuzonwabisa kunye nendlela ukuzonwabisa ngokwako kuba kokwakho, ukusebenzisana kunye nokuntywila. Uvavanyo lwe-intanethi lwabathengi abangama-2 base-US lwenziwa ngoDisemba 000 nangoJanuwari 2021 kwaye lwenziwa okokuqala kwiimarike zokuzonwabisa zedijithali ezikhulileyo, kubandakanya i-UK (n=2022), eJamani (n=1), Brazil (n=002 ) kunye neJapan (n=1).
Iinkonzo zevidiyo kwi Ukusasaza (SVOD) ekukhuleni okupheleleyo bajongene nababhalisi abanolwazi ngakumbi
Iinkampani ze-SVOD, ngelixa zityala imali eninzi kumxholo we-premium, zithembele ekuphumleni nasekujongeni amava okubandakanya kunye nokugcina ababhalisile. Kodwa njengoko abanye ababoneleli beendaba abakhulu besungula ezabo iinkonzo zokusasaza, Ukusasaza ividiyo, ukhuphiswano luye lwaqina kwaye ugqatso lokutsala abaphulaphuli abancinci luyafudumala. Abaphulaphuli banokhetho oluninzi kwaye baxhotyiswe ukuba bahambe phakathi kweenkonzo ukuze bafumane umxholo omkhulu ngexabiso eliphantsi. Iinkampani ze-SVOD zinomngeni wokubonelela ngomxholo obandakanyekayo owaneleyo ngelixa ukhuthaza ukugcinwa kwababhalisi kunye neenketho ezixhaswa yi-ad, iinyanda kunye ne-perks.
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I-avareji ye-churn rate, xa abantu bekhansela, okanye bobabini bongeza kwaye bakhansele inkonzo ye-SVOD ehlawulwayo, e-United States iye yahlala ihleli ukususela ngo-2020 kwi-37% kuzo zonke iinkonzo ze-SVOD ezihlawulwayo. E-UK, eJamani, eBrazil naseJapan, izinga le-churn lilonke lisondele kwi-30%.
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I-Churn iphezulu kwizizukulwana eziselula, njengoko ngaphezulu kwesiqingatha sewaka lewaka lase-US (52%) kunye ne-Gen Z (51%) mhlawumbi barhoxisiwe, okanye bongeze kwaye barhoxisa, inkonzo ye-SVOD kwezi nyanga zintandathu zidlulileyo.
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Amashumi amabini anesihlanu ekhulwini abo baseUnited States bayirhoxisile inkonzo yokusasaza ividiyo baza baphinda babhalisela inkonzo efanayo kwezi nyanga zili-12 zidlulileyo. Abaphenduli bathi bayajika babuye mhlawumbi ngenxa yokuba ixesha elitsha lomdlalo wabo abawuthandayo liphumile, bafumana isaphulelo sasimahla okanye esithotyiweyo, okanye umxholo ebebefuna ukuwubukela uye wasiwa kwinkonzo. Ihlabathi jikelele. EUnited Kingdom, eJamani, eBrazil naseJapan, malunga ne-22% ebuyile. Lilonke, iGen Z kunye neMillennials zinokwenzeka kakhulu ukuba zingabhali kwaye zibuye.
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Iindleko zikwangumba wokugcina abathengi abacinga ukurhoxisa. Ngexabiso elithotyiweyo, abanye baya kukulungela ukubhalisela umrhumo wonyaka, babukele iintengiso ezingakumbi, okanye balinde iintsuku ezingama-45 ukuze babukele inguqulelo entsha. Kwihlabathi jikelele, abantu abaninzi bakhetha iinketho ezixhaswa yintengiso Ukusasaza ividiyo enciphisa okanye ephelisa iindleko zokubhalisa.
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Izinto eziluncedo kunye nonyango lweVIP zinokwenza ukuba abantu abaninzi bacinge ngokurhoxisa umrhumo wevidiyo Ukusasaza. Amashumi amathathu anesixhenxe ekhulwini abathengi base-US baya kuqiniseka ukuba bahlale ukuba inkonzo ibanika ukufikelela kwiifilimu zokuqala, kwaye i-34% iya kuhlala ukuba inkqubo yokunyaniseka ifakiwe. Phakathi kwe-Gen Z kunye newaka leminyaka, i-51% iya kuhlala ukuba ubhaliso lwabo lubandakanya umdlalo okanye inkonzo yomculo okanye enye inketho yenkonzo yomculo. Ukusasaza ividiyo, ebonisa inzuzo enokubakho kwiinkonzo ezidityanisiweyo.
Isicatshulwa esiphambili
“Ngelixa iimodeli zoshishino ze Ukusasaza ividiyo efunwayo ijongeka kakhulu njengoko yenzayo xa yayisekwa kwiminyaka eli-15 eyadlulayo, amajelo eendaba ezentlalo kunye neenkampani zemidlalo ziye zayiguqula ngokukhawuleza iminikelo yazo, itekhnoloji ephuculweyo kunye nokwenza imali kwiziphathamandla. Imidiya yoluntu isimahla kwaye iyafumaneka naphi na, nangaliphi na ixesha, inikezela ngamava asebenzayo kunye nonxibelelwano kunye nemisinga engapheliyo yesiqulatho somntu, ngaphandle komrhumo wobhaliso. Kwaye abantu abaninzi ngakumbi bayanxibelelana kwaye bayanxulumana kwihlabathi lemidlalo elibamba izigidi zabasebenzisi, iibrendi kunye neefranchise, kunye neminyhadala emikhulu engadlali. Iinkampani ze-SVOD azikhuphisani kuphela kubaphulaphuli, ziphinda zikhuphisane ngeendlela ezahlukeneyo zokuzonwabisa, ezentlalo ngakumbi kunye ne-immersive. »
-Jana Arbanas, uSekela Sihlalo, iDeloitte LLP kunye ne-US Telecommunications, iNkokeli yoShishino lweMedia kunye noLonwabo
Imidiya yoluntu: Indlela eNgcono yokubukela kunye nokuthenga?
Kwezona nkonzo zidumileyo zosasazo lwentlalo, abantu banxibelelana nemijelo engapheliyo yomxholo wentlalo ohamba phambili, ukusuka kumculo, iindaba, iinkqubo zeTV, ezemidlalo kunye neemuvi, ukuya ezivenkileni okanye. imidlalo yevidiyo, zonke zikwindawo enye ngaphandle komrhumo. Ukutya okuqulethweyo kwenziwa ngokwee-algorithms ezifunda into ethandwa ngabasebenzisi kwaye zihambise umxholo ofanelekileyo, zixhaswe zizindululo zentlalo, iimpembelelo, iintengiso ezijoliswe kuyo kunye nezihloko ezihamba phambili. Amajelo eendaba ezentlalo amaninzi ngakumbi athengwayo, athatha ithuba elikhulu lokusebenzisa imodeli kunye nokujolisa. Kumajelo asekuhlaleni, abasebenzisi akufuneki bakhangele umxholo njengoko benzayo ngamaqonga e-SVOD. Umxholo uyabafumanisa.
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EUnited States, i-81% yabasebenzisi beendaba zoluntu babika ukusebenzisa iinkonzo zeendaba zoluntu ubuncinane imihla ngemihla kwaye i-59% isebenzisa ezi nkonzo ngamaxesha amaninzi ngosuku. Kuyo yonke i-US, i-UK, iJamani, iBrazil kunye neJapan, iGeneration Z, iMillennials kunye neGeneration X zihlala zinika ingxelo ngokusebenzisa ezi nkonzo.
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Amashumi amane anesithandathu eepesenti e-US abaphendulayo bathi babukela umxholo owenziwe ngabasebenzisi ngaphezulu kunokuba bebesenza kwiinyanga ezintandathu ezidlulileyo, kwaye isiqingatha (50%) bathi basaphetha bechitha ixesha elininzi bebukele umxholo owenziwe ngabasebenzisi. utsibela kwi-70% phakathi kweGen Z).
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Malunga ne-4 kwabayi-10 abaphenduli baseMelika (i-41%) bathi bachitha ixesha elininzi bebukele umxholo wevidiyo owenziwe ngumsebenzisi kunokubukela imiboniso bhanyabhanya kwiinkonzo zokusasaza. Ukusasaza ividiyo-uluvo olufikelela malunga ne-60% ye-Gen Z kunye newaka leminyaka.
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Iipesenti ezingamashumi asixhenxe zabaphenduli base-US bathi balandela umntu onempembelelo, kwaye isithathu (33%) bathi aba bantu be-intanethi banefuthe kwizigqibo zabo zokuthenga; eli nani linyuka liye ngaphezu kwesiqingatha se-American Generation Z (52%) kunye neMillennials (53%). Isibheno sabaphembeleli sikwayindlela yehlabathi, kunye ne-88% yabaphenduli bophando eBrazil becaphula emva kwempembelelo, kunye ne-79% eJapan.
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Iinkonzo zosasazo loluntu nazo ziba ziindawo zokuthengisa; ngaphezu kwesiqingatha sabaphenduli e-US (53%) kwaye malunga ne-40% okanye ngaphezulu e-UK, eJamani naseJapan bathi babona iintengiso ezenzelwe umntu kumajelo eendaba ezentlalo kwiimveliso okanye iinkonzo ababezifuna - inani elonyuka liye kwi-72% eBrazil.
Isicatshulwa esiphambili
“Iwebhu nayo yonke into esinika yona ayiseyondawo okanye indawo esimane siyindwendwela. Ibe yinxalenye ebalulekileyo yobomi bethu, kwaye izizukulwana eziselula zilungelelaniswe ngokukodwa ukufiphala kwamava okwenene kunye namava. Okwangoku, i Ukusasaza Ividiyo, amajelo eendaba ezentlalo kunye nemidlalo yonwabela impumelelo enkulu, kodwa ukuziphatha okutshintshayo kukhomba kumaza okuzonwabisa edijithali. Ukuvela kunye nezizukulwana eziselula kwindlela eya kwimetaverse, iinkampani zeendaba zehlabathi kufuneka zigxile kwizizukulwana ezincinci nezilandelayo, zibonelela ngeendlela zentlalo, ezisebenzisanayo kunye nezintywilayo zokuzonwabisa. »
-Kevin Westcott, iSekela likaSihlalo, iDeloitte LLP kunye neteknoloji yase-US, inkokeli yeendaba kunye nonxibelelwano
Izizukulwana eziselula zisenokuba sele zikwimetaverse
Nokuba yi-smartphone, ikhonsoli okanye iPC, umdlalo ube mkhulu kwaye uthatha ixesha kude nezinye iindlela zokuzonwabisa. Izizukulwana eziselula zitsaleleka ngakumbi kumdlalo, ziwubeka njengohlobo oluluthandayo lokuzonwabisa. Imidlalo ikwabonelela ngexabiso leemvakalelo kwabaninzi, ibancede baphumle, bahlale beqhagamshelene nabanye, kwaye baveze ubuni babo ngeeavatar ezinokwenziwa ngokwezifiso. Eyona midlalo ibalaseleyo yehlabathi isingathe imisitho emikhulu kunobomi: EUnited States, phantse ikota yabadlali bebezimase umnyhadala okhoyo womdlalo kulo nyaka uphelileyo. Endleleni eya kwimetaverse, umdlalo usenokuba sele ukhona.
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EUnited States, ngaphezu kwe-80% yamadoda nabasetyhini baxela ukudlala imidlalo imidlalo yevidiyo, kunye nesiqingatha sabanini be-smartphone bathi badlala kwi-smartphone yonke imihla. IGen Z kunye nabadlali benkulungwane yeminyaka badlala kakhulu, i-avareji ye-11 kunye ne-13 iiyure ngeveki, ngokulandelelanayo. Gen
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Uninzi lwabaphenduli e-UK (75%), eJamani (78%), eBrazil (89%) naseJapan (63%) badlala imidlalo rhoqo. imidlalo yevidiyo. Kula mazwe, izizukulwana eziselula kunokwenzeka ukuba zibe ngabadlali, kunye neGen Z kunye neMillennial gamers bachitha umndilili weeyure ezili-11 ngeveki bedlala.
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Malunga nesiqingatha sabo bonke abadlali base-US bathi badlala imidlalo imidlalo yevidiyo wachitha ixesha kwezinye izinto zokuzonwabisa; ngokumangalisayo, ezi pesenti zonyuka kubadlali abancinci. Lo mkhwa uyabonakala nakwezinye iimarike, ngaphezu kwesiqingatha sabadlali base-UK (55%), nangaphantsi kwesiqingatha sabadlali baseBrazil (45%) naseJapan (44%). . imidlalo yevidiyo.
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Lilonke, ngaphezulu kwesithathu kwikota yabadlali base-US abaphononongwayo bakwathi ukudlala kuyabanceda ukuba baphumle, ngelixa phantse i-60 pesenti ithi imidlalo ibancedile ukuba badlule kwixesha elinzima. Malunga nesiqingatha (53%) sabadlali base-US bathi badlala imidlalo imidlalo yevidiyo ibanceda bahlale benxibelelana nabanye. Kwaye le midlalo yomeleza isazisi: i-61% yabadlali base-US bathi ukwenza umlinganiswa womdlalo wabo okanye i-avatar ibe yeyakho kuyabanceda ukuba baziveze.
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Imidlalo kunye nomculo nazo zibonakala zihambelana ngokusondeleyo; Malunga nesiqingatha (51%) sabadlali baseMelika bathi bahlala befumana umculo omtsha ngelixa bedlala imidlalo. imidlalo yevidiyo.
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Malunga nekota (23%) yabadlali baseMelika bathi baye bazimasa umsitho womdlalo kulo nyaka uphelileyo, kunye neMillennials kunye namadoda abona kufanelekile ukuba abekho. Okumangalisayo kukuba, i-82% yabantu abazimase iminyhadala ebukhoma yomdlalo nabo bathengile ngenxa yomsitho: i-65% yathenga iimpahla zedijithali kunye ne-34% yathenga iimpahla zenyama, iqinisa uzinzo…
SOURCE: Uphonononga Iindaba
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