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Kutengera Kwadongosolo kwa Netflix kwa Makanema Otengera Kutsatsa Pakufunidwa (AVOD) Amalozera ku Masewero Ochulukira Pantchito Zotsatsira

Kuposa Olembetsa 200,000 achoka pa Netflix pa kotala yoyamba ya 2022. Ndalama zake zikutsika, ndipo kampaniyo ikukhetsa antchito kuti alipire. Zonsezi zikuchitika panthawi yomwe nsanja za Converged TV (CTV) zikusangalala ndi kutchuka kosayerekezeka pakati pa anthu onse aku America komanso owonera padziko lonse lapansi, zomwe zikuwoneka kuti ndizokhazikika komanso zomwe zingawonetse kukula. Mavuto a Netflix ndi momwe adafikira pano ndi nkhani ina yayitali yomwe iyenera kukhala ndi mutu. Komabe, ndikofunikira kuyang'ananso momwe amayankhira, pamodzi ndi mautumiki ena angapo otsatsira, kuti atengere zotsatsa zotsatsa (AVOD) chitsanzo cha bizinesi.

AVOD ndi chiyani?

Njira yopezera ndalama zotsatsira pakugwiritsa ntchito makanema pomwe ogula amayenera kuwona zotsatsa kwaulere kuti awone zomwe asankha kuwonera. Chitsanzo chodziwika bwino ndi YouTube. AVOD ndiyopindulitsa pamapulatifomu omwe ali ndi omvera ambiri kapena okhazikika pamutu chifukwa mtunduwo umafunikira manambala owonera ambiri kuti akwaniritse mtengo wopangira.

Kanema Wotengera Zotsatsa pa Demand

Chuma Cholimba Chimatanthauza Owonera Ozindikira

Ndi olembetsa omwe akutuluka papulatifomu, sizosadabwitsa kuti Netflix tsopano ikuganiza zophatikizira ntchito yochokera ku AVOD. Kutsika kwa mitengo ndi vuto lomwe likukulirakulira ku US ndi mayiko ena: malipiro akudutsa ndipo mtengo wamoyo ukukwera. Chifukwa cha zimenezi, ogula safuna kuwononga ndalama pa zinthu zosafunikira. Ndi Netflix ikuwonjezera mtengo wake wolembetsa - kukwera kuchokera pa $ 13.99 mpaka $ 15.49 - makasitomala okonda bajeti akuletsa umembala wawo.

Potengera chitsanzo cha AVOD, Netflix akuyembekeza kuthetsa mavuto angapo, kuphatikizapo mpikisano wowonjezereka komanso kufunikira kwa ogula zinthu zotsika mtengo, zothandizidwa ndi malonda. Ndipo si Netflix yokha yomwe ili mu njira iyi; mapulatifomu ena otsogola adatengera kale AVOD. HBO, yodziwika ndi makanema apa TV kuphatikiza Game of Thrones ndi The Sopranos, adayambitsa ntchito yothandizira malonda mu June chaka chatha $9.99 monga njira ina yosinthira, yopanda malonda, yomwe imawononga $14.99.

Tiyeneranso kukumbukira kuti mbiri yakale, Netflix yachedwa ku lingaliro la mtengo wa AVOD. Hulu, chimphona china chachikulu chosinthira, chapereka ntchito zothandizidwa ndi zotsatsa kwazaka zingapo, zotsika mtengo 50% kuposa ntchito zake zopanda zotsatsa, komanso akaunti zake. 70% ya owonera nsanja. Kodi ichi ndi chinthu chomwe chingasinthe mwayi wa Netflix?

Mochedwa Kwambiri Kapena Moyambirira Mwamfashoni?

Wina anganene kuti Netflix yachedwa mochedwa popeza ikukumana ndi mavuto, sikumatsika, ndipo kampaniyo imakhalabe ndi mwayi pamsika wa CTV. Apanso, pamene owonera akuganiza CTV/ OTT, nthawi zambiri amaganiza za Netflix. Kugwiritsa ntchito mtundu wa AVOD kuti mupereke mawonekedwe otsika mtengo olembetsa panthawi yokwera mtengo komanso malipiro osasunthika, pazifukwa zodziwikiratu, zitha kukhala zopambana. Tiyenera kungoyang'ana chitsanzo cha Hulu kuyambira zaka zingapo zapitazo, komwe kampaniyo imapereka chitsanzo chotsika mtengo, chotengera malonda, chinadziwika bwino, ndikuganizira kuti zidachitika panthawi yomwe ili ndi zovuta zochepa zachuma.

Mutu wa kusiyanasiyana ukufalikira m'ma TV aku America kwambiri masiku ano, ndipo ndizodziwika bwino, monga Netflix adalengeza posachedwapa kuti itaya antchito ake osamala kwambiri. Kukambitsirana za ubwino wa ndalama za kusiyana pakati pa zomwe zilipo ndi nkhani ya nthawi ina, koma pali malo ena omwe kusiyana, mu mawonekedwe opindulitsa, kulipo - zitsanzo zolembetsa. 

Kupereka zosankha zambiri kwa ogula okhala ndi mitengo yosiyana siyana kumawonetsetsa kuti nsanja yanu siyikhala ndi zovuta zochotsa makasitomala, makamaka panthawi yamavuto azachuma. Magawo osiyanasiyana olembetsa amafalitsa chiwopsezo chochotsa olembetsa, makamaka ngati nsanja yanu ikupereka gawo la bajeti, zomwe Netflix mwina akudziwa tsopano. 

Palinso mwayi wowonjezera (komanso wofunikira) pakuwononga ndalama zotsatsira pa CTV ku US kukukula kwambiri:

Ntchito zozikidwa pa CTV zakula kufika pa $13 biliyoni mu 2021 ndipo zikuyenera kupitilira $17 biliyoni chaka chino.

TVSquared, State of Converged TV

Ndi msika womwe ukukula wokhala ndi chidwi chodziwika bwino kuchokera kwa osunga ndalama ndi ogula chimodzimodzi, ndipo ngakhale Netflix sinakumane ndi zovuta zake, mwina kampaniyo ikadasamukira kugawo la AVOD pamapeto pake.

Ubwino Wotsatsa Kuposa Kuchuluka

Tikuyembekeza kusintha kangapo pamakampani apamwamba a TV mu 2022 ndi kupitilira apo. AVOD ikuyenera kukhala patsogolo pa njirayi, makamaka popeza nsanja zazikulu za CTV zikuchulukirachulukira. Izi zitha kudziwika ndi zotsatsa zochepera zomwe zimayendetsedwa pamakanema ndi makanema apa TV - popeza ma CTV safuna kuyika chiwopsezo chothamangitsa makasitomala atsopano ndi zotsatsa zambiri, makamaka ngati zotsatsazo zitha kuwonedwa ngati zopanda ntchito kwa wogwiritsa ntchito. Hulu pakadali pano atha kutsatsa pakati pa mphindi 9 mpaka 12 pa ola limodzi, koma mwiniwake wa kampaniyo Disney akufuna kuthamanga mphindi zinayi pa ola ikadzayambitsa makina ake a AVOD chaka chino.

Tiyerekeze kuti zotsatsa zocheperako pa ola limodzi zikupitilirabe, ndipo pali chilichonse chosonyeza kuti zitero popeza Disney ikudziyika yokha kukhala wosewera wamkulu wamsika. Zikatero, nkhani yofunika kwambiri kwa otsatsa idzakhala ikuwonetsetsa kuti atenga njira yozikidwa pa kulunjika kwapamwamba. Opanga zotsatsa omwe akugwira ntchito mu AVOD ayenera kukumbukira izi ndikugwiritsa ntchito zida zowunikira zomwe ali nazo kuti awonetsetse kuti akulunjika anthu oyenera panthawi yoyenera.

Komanso, ogwiritsa ntchito akukhala ndi mwayi wogawana nawo maakaunti awo, zomwe zikuyimira zovuta chifukwa zitha kupangitsa kuti zotsatsa zikhale zovuta kutsata. Ngati mumakhulupirira kuti omvera anu atha kugawana mawu achinsinsi kuposa momwe amachitira ambiri, ganizirani kutsata zaka zenizeni komanso jenda, popeza ogawana mawu achinsinsi amakhala achichepere komanso osapindula kwambiri pazachuma. Izi zikuyimira njira yotakata, ndipo kutsata molondola kuyenera kukhalabe njira yabwino kwambiri kwa otsatsa, koma ngakhale chodabwitsa ichi chilipo, njira yokulirapo ingakhale yothandiza. Komabe, pali zizindikiro kale zosonyeza kuti ogwiritsa ntchito omwe amagawana mawu achinsinsi akhoza kukhala ovuta kutero posachedwa.

Netflix ili ndi mapulani oti azilipiritsa ndalama zowonjezera pamwamba pa zolembetsa zomwe zidalipo kale nthawi iliyonse mawu achinsinsi amagawidwa. M'mayesero omwe akuchitika m'maiko atatu osiyanasiyana, ndalama zogawana ndi $2.13 pamwezi ku Peru, $2.99 ​​ku Costa Rica, ndi $2.92 ku Chile. Izi mwachiwonekere zipanga ndalama za Netflix, koma panthawi yomwe kampaniyo ikukonzekera kupereka ntchito ya AVOD kuti ipulumutse ogula ndalama, sizikudziwika ngati njira yatsopanoyi ingathamangitse ogwiritsa ntchito ambiri kapena ayi.

Malingana ngati mtengo wamavuto akupitilirabe, ndiye kuti AVOD ipitilira kukula kutchuka pakati pa nsanja zotsatsira pa intaneti. Zidzakhala zosangalatsa kuwona momwe lingaliro la Netflix lokhala mu AVOD likuchitira kampaniyo, koma mosasamala kanthu za kupambana kapena kulephera, AVOD ipitiliza kukhala ndi udindo wamphamvu. Malingana ngati otsatsa ali okonzeka kupanga zatsopano komanso zokopa, iwo apitirizabe kuchita bwino pazachuma zamakono.

Tetyana Seredyuk

Tetyana Seredyuk, PhD, ndi Co-founder ndi Chief Strategy Officer ku vlog bokosi, Gulu la Mutu wa Zamalonda ku Noosphere, ndi Mlangizi Wamkulu pamakampani angapo otsogola komanso apamwamba kwambiri.

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