佰伍 personal page - To The Moon

佰伍

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01-14

🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🙏🙏🙏🙏🙏🙏🙏🙏🙏🙏🙏🙏🙏🙏🙏🙏

01-12

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2022-11-02

$大华银行(U11.SI)$[惊讶]

2022-07-05

$苹果(AAPL)$ohhhhh.......no

2022-06-29

$蔚来(NIO.SI)$ohh.....

01-11

🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯💪💪💪💪💪💪💪💪💪💪💪💪💪💪💪💪💪

01-10

🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯💪💪💪💪💪💪💪💪💪💪💪💪🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯💪💪💪💪💪💪💪💪💪💪💪🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯

01-09

🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐮🐮🐮🐮🐮🐮🐮🐮🐮🐮🐮🐮🐮🐮🐮🐮🐮

01-08

🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯

2023-11-01

👍👍👍👍👍👍👍👍

2022-11-02

👍

Sorry, the original content has been removed

2022-10-31

👍

Sorry, the original content has been removed

2022-10-31

👍

奈飞想着陆

2022-10-29

💪💪💪💪

2022-07-02

$苹果(AAPL)$😷

2022-07-02

$华侨银行(O39.SI)$😲

2022-07-01

$苹果(AAPL)$😔

2022-07-01

$新加坡航空公司(C6L.SI)$ohh...

2022-06-30

$虎豹企业(H02.SI)$???

2022-06-30

$苹果(AAPL)$🙄

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14:40","market":"us","language":"zh","title":"奈飞想着陆","url":"https://stock-news.laohu8.com/highlight/detail?id=2279642872","media":"中国企业家","summary":"奈飞的巅峰时刻，似乎调整得有点快。去年，是奈飞上市的第19年，奈飞在这一年的全球付费订阅用户数突破2.2亿，营收高达300亿美元。截至年底，奈飞股价迎来高点，达到700.99元/股。一年不到，奈飞就迎","content":"<html><head></head><body><p><a href=\"https://laohu8.com/S/NFLX\">奈飞</a>的巅峰时刻，似乎调整得有点快。</p><p>去年，是奈飞上市的第19年，奈飞在这一年的全球付费订阅用户数突破2.2亿，营收高达300亿美元。截至年底，奈飞股价迎来高点，达到700.99元/股。</p><p>一年不到，奈飞就迎来转折。</p><p>今年前两个季度，奈飞因为用户流失、裁员等负面消息缠身，公司市值蒸发两千多亿美元。最新数据统计，奈飞的股价相较一年之前跌了55%。</p><p><img src=\"https://static.tigerbbs.com/84332cc3a7b3386758d0d5fcb9c1985b\" tg-width=\"840\" tg-height=\"470\" width=\"100%\" height=\"auto\"/></p><p>种种迹象表明，2022年成为奈飞的转折大年。这家被视为“业内标杆”的公司正走下神坛，与国内长视频平台站到同一阵营中，走上了“流媒体+广告”的路线。</p><p>艾媒咨询创始人张毅向《中国企业家》表示：“奈飞近几年的用户增长达到天花板后，发展多元化的商业模式是一定的，譬如游戏、广告业务。”</p><p>“当发现新的商机来临后，就会加大赌注，全力投入。”这是奈飞创始人、CEO哈斯廷斯最喜欢的方式。</p><p><b>推翻人设，做起广告</b></p><p>“感谢上天，我们终于摆脱了季度下滑，回到了正向发展的轨道上。”哈斯廷斯在三季度财报会议上讲道。这场会议总时长42分钟，一大亮点就是，高管回答“广告收入”相关问题就花了将近15分钟。</p><p>根据奈飞2022年第三季度财报显示，奈飞营收实现79.26亿美元，同比增长5.9%，高于市场预期的78.5亿美元；净利润为13.98亿美元，同比下滑3.5%，高于市场预期；全球净增用户241万人，同样高于市场预期。财报发布后，10月19日，奈飞美股盘前大涨13%。</p><p>针对三季报订阅用户数增长，奈飞强调，此次的订阅用户增长离不开三季度强劲的内容。报告期内，奈飞推出了《怪奇物语 4》《怪物：杰夫瑞达莫》等优质剧集，其中《怪奇物语 4》创造了13.5亿小时的播放量。</p><p>就在奈飞发布三季报之前，公司刚经历了一段“水逆期”。2022年第一季度，奈飞首次遭遇订阅用户流失，共减少约20万订阅用户，股价暴跌35%；二季度则更为严重，流失了97万订阅用户。</p><p>奈飞也在第二季度致投资者信中表示：“提高营收、增加会员数量，是公司目前的最大挑战。”</p><p>奈飞曾试图通过提价策略逆转局面，但结果并不理想。</p><p>2014年，奈飞首次进行提价，规定相关基础套餐由7.99美元升至9.99美元，老用户于2016年5月开始支付新价格。但在2016年二季度，受2014年基础套餐提价“非祖父条款”到期影响，公司流媒体新增用户创下两年来最低数值，并使公司盘后股价大跌16%。</p><p>因此对奈飞来说，通过提价来增加营收和会员数量，并不现实。据《<a href=\"https://laohu8.com/S/NYT\">纽约时报</a>》日前报道，奈飞方面已告知内部员工，公司正计划推出带有广告的低价订阅服务，同时遏制共享账号的行为。</p><p>在今年3月上旬的一场会议中，<a href=\"https://laohu8.com/S/MS\">摩根士丹利</a>一位研究主管对奈飞首席财务官Spencer Neumann指出，“我不得不询问你有关广告的问题，否则我不能活着离开这里。”而在当时，在被问到奈飞是否会改变一直坚守无广告的长期立场时，Spencer Neumann表示，“不要说永远不会发生。”</p><p>奈飞此计划落实时间之早，超出了所有人的想象。近日，奈飞宣布了广告订阅服务的正式实行日期。从11月1日开始，该套餐将事先在加拿大和墨西哥推出，随后于11月3日将会在澳大利亚、巴西、法国、德国、意大利、日本、韩国、英国和美国相继推出。</p><p>据悉，此次带广告的订阅服务，每月收费6.99美元，价格上比目前最低套餐便宜3美元。套餐将包括平均每小时4到5分钟的广告，并且用户将无法下载离线观看的内容。每条广告长度为15或30秒，穿插在播放内容前和播放期间，奈飞将对广告内容进行筛选。</p><p>目前该功能还未上线，但奈飞却已经遭到广告商们的吐槽。一名看过该公司演示的买家表示，该公司要求的CPM（千人成本）超过60美元，而竞争对手HBO Max和NBC环球的流媒体平台Peacock都下调了价格，都还不到50美元。另外，奈飞还要求每个广告客户支付2000美元承诺金。</p><p>还有买家表示，奈飞过去经营方式没有广告，首次推出广告模式，却对广告商挑选异常苛刻。譬如“只接受大品牌、听取他们自己的方式投放广告”，这不是在卖服务，这是在提要求。</p><p>不过，奈飞高管推测，带广告的低价订阅计划将帮助奈飞减少用户流失，不过减少用户流失的核心方法，仍然是通过作品“取悦用户”。同时公司预计今年的内容支出为170亿美元。</p><p><b>挖掘存量价值</b></p><p>现在，奈飞不仅要找到更多潜在用户，也要做好现存两亿多付费客户的“功课”。</p><p>目前，奈飞的触角达到全球190多个地区，大概有2.23亿付费会员，但是目前，亚太仍是公司用户增长的重点地区。根据第三季度财报显示，奈飞在亚太地区新增用户数为143万，约占新增用户总量的59%；其次是欧洲、中东和非洲市场，新增用户数57万；接着是拉美市场，新增31万；最后是北美市场，新增10万。</p><p><img src=\"https://static.tigerbbs.com/a55d5a50f1837c25df1006541d44d421\" tg-width=\"720\" tg-height=\"418\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"/></p><p>去年9月，奈飞出品韩剧《鱿鱼游戏》，其热度席卷全球，在多个国家和地区持续霸榜数周，给奈飞去年三季度带来438万个新增订阅用户的成绩。目前，韩国地区在金敏英（奈飞亚太区内容总监）带领下，依然是奈飞不可或缺的内容投资市场。今年，奈飞计划继续发行25部韩国影视剧，包括电影、网剧以及综艺真人秀节目等。</p><p>但口碑爆款产品的制作可遇而不可求。</p><p>一个典型的例子是，当年《纸牌屋》炙手可热，随后奈飞耗费9000万美元巨资制作东方史诗原创剧《马可·波罗》，试图复制《纸牌屋》的成功。但这部剧最后遭遇市场滑铁卢。</p><p>在张毅看来，《鱿鱼游戏》的爆红只是短期内拉动了亚太地区的用户增长，一部剧带来的用户增长及收入和利润的增长，是不可持续的，最终还是要靠更多爆款作品拉长周期。</p><p>奈飞也在三季度财报中提到：“我们的竞争对手正在进行大量投资，以推动订阅者的参与度，但建立大型、成功的流媒体业务很难。”</p><p>奈飞的竞争对手包括Disney+、Discovery的HBO等，它们几十年的内容经验积累和资金储备，以及手上的IP资源，构成了其巩固市场地位的护城河。</p><p>奈飞试图找到新的商机——深耕IP去挖掘更多的商业价值，将游戏作为影视衍生产品，形成更多元的付费体系，发展“影游联动”作为业绩增长的破局点。</p><p>实际上，从2021年7月起，奈飞就有意探索游戏领域，并陆续开始有所动作。今年9月26日，奈飞在芬兰首都赫尔辛基开设了一家游戏开发工作室，这是其自建的第一个工作室。在此之前，奈飞也已经陆续收购了3家游戏工作室。目前，奈飞共有35款游戏，计划今年年底上线游戏数量会达到50款。</p><p>数字经济智库首席研究员胡麒牧向《中国企业家》表示：“奈飞虽然一开始未必会靠游戏盈利，但如果培养起用户在平台的使用习惯，平台可以做圈层，再去附加视频、音乐等服务，更容易做大平台商业生态。”</p><p>在摩根士丹利分析师Benjamin Swinburne看来，考虑到视频游戏的潜力，奈飞将有望抓住下一个2000亿美元的全球消费市场机会。</p><p>在全球拥有两亿多用户的奈飞，除了深耕长视频内容赛道之外，能否打开游戏等内容赛道想象空间？</p><p>张毅表示：“流媒体市场从来不缺竞争者，奈飞的用户可能也是Disney+的用户，用户对平台的忠诚度不高。内容永远是抓住用户的最好方式，从某种意义上来讲，奈飞最大的竞争对手不是Disney+，也不是Discovery的HBO，而是自己。”</p><p><b>奈飞寻求下一个黄金十年</b></p><p>今年8月29日，是奈飞成立25周年。经过25年的发展，奈飞从一家邮寄出租DVD的小公司发展成全球领先的流媒体公司。</p><p>在过去25年里，奈飞主要经历了四个备受质疑的发展阶段。</p><p>阶段一：从最初邮政递送DVD，到转型做流媒体。当时百事达回拒了里德·哈斯廷斯要价5000万美元收购奈飞的请求;</p><p>阶段二：从网络播放旧内容到通过外部制片公司创作新内容，譬如2013年火爆全球的《纸牌屋》;</p><p>阶段三：从外部授权到创建自己的制片公司，制作出大量获奖电影和电视节目，如《怪奇物语》、《纸钞屋》等;</p><p>阶段四：从美国到世界各地，成为一家业务遍及190个国家的全球性娱乐巨头公司;</p><p>“近几年来，面对流媒体激烈竞争，奈飞向市场证明了几大核心竞争力，”<a href=\"https://laohu8.com/S/00700\">腾讯</a>影业前副总经理申少峰向《中国企业家》表示。“第一大竞争力是从最早DVD租赁到电影制作的生意模式，能做到盈利、市值比国内公司要高，本身是能量守恒原则下的价值溢出的表现；第二是奈飞持续深耕运营以及内容营销，通过其cinematch推荐算法不断创新能力；第三是公司背后技术、资本和文化的系统整合，CEO先进的认知水平。”</p><p>奈飞过去四次的成功转型，正与创始人息息相关。</p><p>哈斯廷斯一直非常重视企业的创新精神，广为流传的《奈飞文化手册》正是他所作，这本书以“自由与责任”闻名，也是这家公司文化成果的象征。</p><p>2018年，在Hired.com（一家科技人才市场网站）进行的一项调查中，奈飞被评为公司职员最想去工作的公司，击败了<a href=\"https://laohu8.com/S/GOOG\">谷歌</a>、<a href=\"https://laohu8.com/S/TSLA\">特斯拉</a>和<a href=\"https://laohu8.com/S/AAPL\">苹果</a>，成为深受员工们追捧的企业。</p><p>眼下，奈飞是否能再创辉煌，是个未知数。但在以往25年里，每当奈飞第一增长曲线达到顶峰时，哈斯廷斯总能预判企业危机，及时做出调整，推出第二增长曲线等创新策略。</p><p>《创新者的窘境》中有一段话：那些管理良好，追求技术创新的管理者，并没有因为市场变化和技术变革，使企业丧失市场份额。</p><p>对于哈斯廷斯来说，他能带领奈飞延续以往的成功吗？</p></body></html>","source":"sina_symbol","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>奈飞想着陆</title>\n<style 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}\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n奈飞想着陆\n</h2>\n\n<h4 class=\"meta\">\n\n\n2022-10-31 14:40 北京时间&nbsp;&nbsp;&nbsp;<a href=https://cj.sina.cn/article/normal_detail?url=https://finance.sina.com.cn/tech/internet/2022-10-31/doc-imqqsmrp4371784.shtml><strong>中国企业家</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>奈飞的巅峰时刻，似乎调整得有点快。去年，是奈飞上市的第19年，奈飞在这一年的全球付费订阅用户数突破2.2亿，营收高达300亿美元。截至年底，奈飞股价迎来高点，达到700.99元/股。一年不到，奈飞就迎来转折。今年前两个季度，奈飞因为用户流失、裁员等负面消息缠身，公司市值蒸发两千多亿美元。最新数据统计，奈飞的股价相较一年之前跌了55%。种种迹象表明，2022年成为奈飞的转折大年。这家被视为“业内标杆...</p>\n\n<a href=\"https://cj.sina.cn/article/normal_detail?url=https://finance.sina.com.cn/tech/internet/2022-10-31/doc-imqqsmrp4371784.shtml\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/bacf45b377460779a7d562ed00e9f398","relate_stocks":{"NFLX":"奈飞"},"source_url":"https://cj.sina.cn/article/normal_detail?url=https://finance.sina.com.cn/tech/internet/2022-10-31/doc-imqqsmrp4371784.shtml","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2279642872","content_text":"奈飞的巅峰时刻，似乎调整得有点快。去年，是奈飞上市的第19年，奈飞在这一年的全球付费订阅用户数突破2.2亿，营收高达300亿美元。截至年底，奈飞股价迎来高点，达到700.99元/股。一年不到，奈飞就迎来转折。今年前两个季度，奈飞因为用户流失、裁员等负面消息缠身，公司市值蒸发两千多亿美元。最新数据统计，奈飞的股价相较一年之前跌了55%。种种迹象表明，2022年成为奈飞的转折大年。这家被视为“业内标杆”的公司正走下神坛，与国内长视频平台站到同一阵营中，走上了“流媒体+广告”的路线。艾媒咨询创始人张毅向《中国企业家》表示：“奈飞近几年的用户增长达到天花板后，发展多元化的商业模式是一定的，譬如游戏、广告业务。”“当发现新的商机来临后，就会加大赌注，全力投入。”这是奈飞创始人、CEO哈斯廷斯最喜欢的方式。推翻人设，做起广告“感谢上天，我们终于摆脱了季度下滑，回到了正向发展的轨道上。”哈斯廷斯在三季度财报会议上讲道。这场会议总时长42分钟，一大亮点就是，高管回答“广告收入”相关问题就花了将近15分钟。根据奈飞2022年第三季度财报显示，奈飞营收实现79.26亿美元，同比增长5.9%，高于市场预期的78.5亿美元；净利润为13.98亿美元，同比下滑3.5%，高于市场预期；全球净增用户241万人，同样高于市场预期。财报发布后，10月19日，奈飞美股盘前大涨13%。针对三季报订阅用户数增长，奈飞强调，此次的订阅用户增长离不开三季度强劲的内容。报告期内，奈飞推出了《怪奇物语 4》《怪物：杰夫瑞达莫》等优质剧集，其中《怪奇物语 4》创造了13.5亿小时的播放量。就在奈飞发布三季报之前，公司刚经历了一段“水逆期”。2022年第一季度，奈飞首次遭遇订阅用户流失，共减少约20万订阅用户，股价暴跌35%；二季度则更为严重，流失了97万订阅用户。奈飞也在第二季度致投资者信中表示：“提高营收、增加会员数量，是公司目前的最大挑战。”奈飞曾试图通过提价策略逆转局面，但结果并不理想。2014年，奈飞首次进行提价，规定相关基础套餐由7.99美元升至9.99美元，老用户于2016年5月开始支付新价格。但在2016年二季度，受2014年基础套餐提价“非祖父条款”到期影响，公司流媒体新增用户创下两年来最低数值，并使公司盘后股价大跌16%。因此对奈飞来说，通过提价来增加营收和会员数量，并不现实。据《纽约时报》日前报道，奈飞方面已告知内部员工，公司正计划推出带有广告的低价订阅服务，同时遏制共享账号的行为。在今年3月上旬的一场会议中，摩根士丹利一位研究主管对奈飞首席财务官Spencer Neumann指出，“我不得不询问你有关广告的问题，否则我不能活着离开这里。”而在当时，在被问到奈飞是否会改变一直坚守无广告的长期立场时，Spencer Neumann表示，“不要说永远不会发生。”奈飞此计划落实时间之早，超出了所有人的想象。近日，奈飞宣布了广告订阅服务的正式实行日期。从11月1日开始，该套餐将事先在加拿大和墨西哥推出，随后于11月3日将会在澳大利亚、巴西、法国、德国、意大利、日本、韩国、英国和美国相继推出。据悉，此次带广告的订阅服务，每月收费6.99美元，价格上比目前最低套餐便宜3美元。套餐将包括平均每小时4到5分钟的广告，并且用户将无法下载离线观看的内容。每条广告长度为15或30秒，穿插在播放内容前和播放期间，奈飞将对广告内容进行筛选。目前该功能还未上线，但奈飞却已经遭到广告商们的吐槽。一名看过该公司演示的买家表示，该公司要求的CPM（千人成本）超过60美元，而竞争对手HBO Max和NBC环球的流媒体平台Peacock都下调了价格，都还不到50美元。另外，奈飞还要求每个广告客户支付2000美元承诺金。还有买家表示，奈飞过去经营方式没有广告，首次推出广告模式，却对广告商挑选异常苛刻。譬如“只接受大品牌、听取他们自己的方式投放广告”，这不是在卖服务，这是在提要求。不过，奈飞高管推测，带广告的低价订阅计划将帮助奈飞减少用户流失，不过减少用户流失的核心方法，仍然是通过作品“取悦用户”。同时公司预计今年的内容支出为170亿美元。挖掘存量价值现在，奈飞不仅要找到更多潜在用户，也要做好现存两亿多付费客户的“功课”。目前，奈飞的触角达到全球190多个地区，大概有2.23亿付费会员，但是目前，亚太仍是公司用户增长的重点地区。根据第三季度财报显示，奈飞在亚太地区新增用户数为143万，约占新增用户总量的59%；其次是欧洲、中东和非洲市场，新增用户数57万；接着是拉美市场，新增31万；最后是北美市场，新增10万。去年9月，奈飞出品韩剧《鱿鱼游戏》，其热度席卷全球，在多个国家和地区持续霸榜数周，给奈飞去年三季度带来438万个新增订阅用户的成绩。目前，韩国地区在金敏英（奈飞亚太区内容总监）带领下，依然是奈飞不可或缺的内容投资市场。今年，奈飞计划继续发行25部韩国影视剧，包括电影、网剧以及综艺真人秀节目等。但口碑爆款产品的制作可遇而不可求。一个典型的例子是，当年《纸牌屋》炙手可热，随后奈飞耗费9000万美元巨资制作东方史诗原创剧《马可·波罗》，试图复制《纸牌屋》的成功。但这部剧最后遭遇市场滑铁卢。在张毅看来，《鱿鱼游戏》的爆红只是短期内拉动了亚太地区的用户增长，一部剧带来的用户增长及收入和利润的增长，是不可持续的，最终还是要靠更多爆款作品拉长周期。奈飞也在三季度财报中提到：“我们的竞争对手正在进行大量投资，以推动订阅者的参与度，但建立大型、成功的流媒体业务很难。”奈飞的竞争对手包括Disney+、Discovery的HBO等，它们几十年的内容经验积累和资金储备，以及手上的IP资源，构成了其巩固市场地位的护城河。奈飞试图找到新的商机——深耕IP去挖掘更多的商业价值，将游戏作为影视衍生产品，形成更多元的付费体系，发展“影游联动”作为业绩增长的破局点。实际上，从2021年7月起，奈飞就有意探索游戏领域，并陆续开始有所动作。今年9月26日，奈飞在芬兰首都赫尔辛基开设了一家游戏开发工作室，这是其自建的第一个工作室。在此之前，奈飞也已经陆续收购了3家游戏工作室。目前，奈飞共有35款游戏，计划今年年底上线游戏数量会达到50款。数字经济智库首席研究员胡麒牧向《中国企业家》表示：“奈飞虽然一开始未必会靠游戏盈利，但如果培养起用户在平台的使用习惯，平台可以做圈层，再去附加视频、音乐等服务，更容易做大平台商业生态。”在摩根士丹利分析师Benjamin Swinburne看来，考虑到视频游戏的潜力，奈飞将有望抓住下一个2000亿美元的全球消费市场机会。在全球拥有两亿多用户的奈飞，除了深耕长视频内容赛道之外，能否打开游戏等内容赛道想象空间？张毅表示：“流媒体市场从来不缺竞争者，奈飞的用户可能也是Disney+的用户，用户对平台的忠诚度不高。内容永远是抓住用户的最好方式，从某种意义上来讲，奈飞最大的竞争对手不是Disney+，也不是Discovery的HBO，而是自己。”奈飞寻求下一个黄金十年今年8月29日，是奈飞成立25周年。经过25年的发展，奈飞从一家邮寄出租DVD的小公司发展成全球领先的流媒体公司。在过去25年里，奈飞主要经历了四个备受质疑的发展阶段。阶段一：从最初邮政递送DVD，到转型做流媒体。当时百事达回拒了里德·哈斯廷斯要价5000万美元收购奈飞的请求;阶段二：从网络播放旧内容到通过外部制片公司创作新内容，譬如2013年火爆全球的《纸牌屋》;阶段三：从外部授权到创建自己的制片公司，制作出大量获奖电影和电视节目，如《怪奇物语》、《纸钞屋》等;阶段四：从美国到世界各地，成为一家业务遍及190个国家的全球性娱乐巨头公司;“近几年来，面对流媒体激烈竞争，奈飞向市场证明了几大核心竞争力，”腾讯影业前副总经理申少峰向《中国企业家》表示。“第一大竞争力是从最早DVD租赁到电影制作的生意模式，能做到盈利、市值比国内公司要高，本身是能量守恒原则下的价值溢出的表现；第二是奈飞持续深耕运营以及内容营销，通过其cinematch推荐算法不断创新能力；第三是公司背后技术、资本和文化的系统整合，CEO先进的认知水平。”奈飞过去四次的成功转型，正与创始人息息相关。哈斯廷斯一直非常重视企业的创新精神，广为流传的《奈飞文化手册》正是他所作，这本书以“自由与责任”闻名，也是这家公司文化成果的象征。2018年，在Hired.com（一家科技人才市场网站）进行的一项调查中，奈飞被评为公司职员最想去工作的公司，击败了谷歌、特斯拉和苹果，成为深受员工们追捧的企业。眼下，奈飞是否能再创辉煌，是个未知数。但在以往25年里，每当奈飞第一增长曲线达到顶峰时，哈斯廷斯总能预判企业危机，及时做出调整，推出第二增长曲线等创新策略。《创新者的窘境》中有一段话：那些管理良好，追求技术创新的管理者，并没有因为市场变化和技术变革，使企业丧失市场份额。对于哈斯廷斯来说，他能带领奈飞延续以往的成功吗？","news_type":1},"isVote":1,"tweetType":1,"viewCount":130,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":9986512241,"gmtCreate":1666982299984,"gmtModify":1676537844201,"author":{"id":"4095591124573590","authorId":"4095591124573590","name":"佰伍","avatar":"https://community-static.tradeup.com/news/5f93191db2266c283d6817c4422f0a71","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"4095591124573590","authorIdStr":"4095591124573590"},"themes":[],"htmlText":"💪💪💪💪","listText":"💪💪💪💪","text":"💪💪💪💪","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/9986512241","isVote":1,"tweetType":1,"viewCount":51,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":9070392687,"gmtCreate":1657009081450,"gmtModify":1676535931328,"author":{"id":"4095591124573590","authorId":"4095591124573590","name":"佰伍","avatar":"https://community-static.tradeup.com/news/5f93191db2266c283d6817c4422f0a71","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"4095591124573590","authorIdStr":"4095591124573590"},"themes":[],"htmlText":"<a 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14:40","market":"us","language":"zh","title":"奈飞想着陆","url":"https://stock-news.laohu8.com/highlight/detail?id=2279642872","media":"中国企业家","summary":"奈飞的巅峰时刻，似乎调整得有点快。去年，是奈飞上市的第19年，奈飞在这一年的全球付费订阅用户数突破2.2亿，营收高达300亿美元。截至年底，奈飞股价迎来高点，达到700.99元/股。一年不到，奈飞就迎","content":"<html><head></head><body><p><a href=\"https://laohu8.com/S/NFLX\">奈飞</a>的巅峰时刻，似乎调整得有点快。</p><p>去年，是奈飞上市的第19年，奈飞在这一年的全球付费订阅用户数突破2.2亿，营收高达300亿美元。截至年底，奈飞股价迎来高点，达到700.99元/股。</p><p>一年不到，奈飞就迎来转折。</p><p>今年前两个季度，奈飞因为用户流失、裁员等负面消息缠身，公司市值蒸发两千多亿美元。最新数据统计，奈飞的股价相较一年之前跌了55%。</p><p><img src=\"https://static.tigerbbs.com/84332cc3a7b3386758d0d5fcb9c1985b\" tg-width=\"840\" tg-height=\"470\" width=\"100%\" height=\"auto\"/></p><p>种种迹象表明，2022年成为奈飞的转折大年。这家被视为“业内标杆”的公司正走下神坛，与国内长视频平台站到同一阵营中，走上了“流媒体+广告”的路线。</p><p>艾媒咨询创始人张毅向《中国企业家》表示：“奈飞近几年的用户增长达到天花板后，发展多元化的商业模式是一定的，譬如游戏、广告业务。”</p><p>“当发现新的商机来临后，就会加大赌注，全力投入。”这是奈飞创始人、CEO哈斯廷斯最喜欢的方式。</p><p><b>推翻人设，做起广告</b></p><p>“感谢上天，我们终于摆脱了季度下滑，回到了正向发展的轨道上。”哈斯廷斯在三季度财报会议上讲道。这场会议总时长42分钟，一大亮点就是，高管回答“广告收入”相关问题就花了将近15分钟。</p><p>根据奈飞2022年第三季度财报显示，奈飞营收实现79.26亿美元，同比增长5.9%，高于市场预期的78.5亿美元；净利润为13.98亿美元，同比下滑3.5%，高于市场预期；全球净增用户241万人，同样高于市场预期。财报发布后，10月19日，奈飞美股盘前大涨13%。</p><p>针对三季报订阅用户数增长，奈飞强调，此次的订阅用户增长离不开三季度强劲的内容。报告期内，奈飞推出了《怪奇物语 4》《怪物：杰夫瑞达莫》等优质剧集，其中《怪奇物语 4》创造了13.5亿小时的播放量。</p><p>就在奈飞发布三季报之前，公司刚经历了一段“水逆期”。2022年第一季度，奈飞首次遭遇订阅用户流失，共减少约20万订阅用户，股价暴跌35%；二季度则更为严重，流失了97万订阅用户。</p><p>奈飞也在第二季度致投资者信中表示：“提高营收、增加会员数量，是公司目前的最大挑战。”</p><p>奈飞曾试图通过提价策略逆转局面，但结果并不理想。</p><p>2014年，奈飞首次进行提价，规定相关基础套餐由7.99美元升至9.99美元，老用户于2016年5月开始支付新价格。但在2016年二季度，受2014年基础套餐提价“非祖父条款”到期影响，公司流媒体新增用户创下两年来最低数值，并使公司盘后股价大跌16%。</p><p>因此对奈飞来说，通过提价来增加营收和会员数量，并不现实。据《<a href=\"https://laohu8.com/S/NYT\">纽约时报</a>》日前报道，奈飞方面已告知内部员工，公司正计划推出带有广告的低价订阅服务，同时遏制共享账号的行为。</p><p>在今年3月上旬的一场会议中，<a href=\"https://laohu8.com/S/MS\">摩根士丹利</a>一位研究主管对奈飞首席财务官Spencer Neumann指出，“我不得不询问你有关广告的问题，否则我不能活着离开这里。”而在当时，在被问到奈飞是否会改变一直坚守无广告的长期立场时，Spencer Neumann表示，“不要说永远不会发生。”</p><p>奈飞此计划落实时间之早，超出了所有人的想象。近日，奈飞宣布了广告订阅服务的正式实行日期。从11月1日开始，该套餐将事先在加拿大和墨西哥推出，随后于11月3日将会在澳大利亚、巴西、法国、德国、意大利、日本、韩国、英国和美国相继推出。</p><p>据悉，此次带广告的订阅服务，每月收费6.99美元，价格上比目前最低套餐便宜3美元。套餐将包括平均每小时4到5分钟的广告，并且用户将无法下载离线观看的内容。每条广告长度为15或30秒，穿插在播放内容前和播放期间，奈飞将对广告内容进行筛选。</p><p>目前该功能还未上线，但奈飞却已经遭到广告商们的吐槽。一名看过该公司演示的买家表示，该公司要求的CPM（千人成本）超过60美元，而竞争对手HBO Max和NBC环球的流媒体平台Peacock都下调了价格，都还不到50美元。另外，奈飞还要求每个广告客户支付2000美元承诺金。</p><p>还有买家表示，奈飞过去经营方式没有广告，首次推出广告模式，却对广告商挑选异常苛刻。譬如“只接受大品牌、听取他们自己的方式投放广告”，这不是在卖服务，这是在提要求。</p><p>不过，奈飞高管推测，带广告的低价订阅计划将帮助奈飞减少用户流失，不过减少用户流失的核心方法，仍然是通过作品“取悦用户”。同时公司预计今年的内容支出为170亿美元。</p><p><b>挖掘存量价值</b></p><p>现在，奈飞不仅要找到更多潜在用户，也要做好现存两亿多付费客户的“功课”。</p><p>目前，奈飞的触角达到全球190多个地区，大概有2.23亿付费会员，但是目前，亚太仍是公司用户增长的重点地区。根据第三季度财报显示，奈飞在亚太地区新增用户数为143万，约占新增用户总量的59%；其次是欧洲、中东和非洲市场，新增用户数57万；接着是拉美市场，新增31万；最后是北美市场，新增10万。</p><p><img src=\"https://static.tigerbbs.com/a55d5a50f1837c25df1006541d44d421\" tg-width=\"720\" tg-height=\"418\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"/></p><p>去年9月，奈飞出品韩剧《鱿鱼游戏》，其热度席卷全球，在多个国家和地区持续霸榜数周，给奈飞去年三季度带来438万个新增订阅用户的成绩。目前，韩国地区在金敏英（奈飞亚太区内容总监）带领下，依然是奈飞不可或缺的内容投资市场。今年，奈飞计划继续发行25部韩国影视剧，包括电影、网剧以及综艺真人秀节目等。</p><p>但口碑爆款产品的制作可遇而不可求。</p><p>一个典型的例子是，当年《纸牌屋》炙手可热，随后奈飞耗费9000万美元巨资制作东方史诗原创剧《马可·波罗》，试图复制《纸牌屋》的成功。但这部剧最后遭遇市场滑铁卢。</p><p>在张毅看来，《鱿鱼游戏》的爆红只是短期内拉动了亚太地区的用户增长，一部剧带来的用户增长及收入和利润的增长，是不可持续的，最终还是要靠更多爆款作品拉长周期。</p><p>奈飞也在三季度财报中提到：“我们的竞争对手正在进行大量投资，以推动订阅者的参与度，但建立大型、成功的流媒体业务很难。”</p><p>奈飞的竞争对手包括Disney+、Discovery的HBO等，它们几十年的内容经验积累和资金储备，以及手上的IP资源，构成了其巩固市场地位的护城河。</p><p>奈飞试图找到新的商机——深耕IP去挖掘更多的商业价值，将游戏作为影视衍生产品，形成更多元的付费体系，发展“影游联动”作为业绩增长的破局点。</p><p>实际上，从2021年7月起，奈飞就有意探索游戏领域，并陆续开始有所动作。今年9月26日，奈飞在芬兰首都赫尔辛基开设了一家游戏开发工作室，这是其自建的第一个工作室。在此之前，奈飞也已经陆续收购了3家游戏工作室。目前，奈飞共有35款游戏，计划今年年底上线游戏数量会达到50款。</p><p>数字经济智库首席研究员胡麒牧向《中国企业家》表示：“奈飞虽然一开始未必会靠游戏盈利，但如果培养起用户在平台的使用习惯，平台可以做圈层，再去附加视频、音乐等服务，更容易做大平台商业生态。”</p><p>在摩根士丹利分析师Benjamin Swinburne看来，考虑到视频游戏的潜力，奈飞将有望抓住下一个2000亿美元的全球消费市场机会。</p><p>在全球拥有两亿多用户的奈飞，除了深耕长视频内容赛道之外，能否打开游戏等内容赛道想象空间？</p><p>张毅表示：“流媒体市场从来不缺竞争者，奈飞的用户可能也是Disney+的用户，用户对平台的忠诚度不高。内容永远是抓住用户的最好方式，从某种意义上来讲，奈飞最大的竞争对手不是Disney+，也不是Discovery的HBO，而是自己。”</p><p><b>奈飞寻求下一个黄金十年</b></p><p>今年8月29日，是奈飞成立25周年。经过25年的发展，奈飞从一家邮寄出租DVD的小公司发展成全球领先的流媒体公司。</p><p>在过去25年里，奈飞主要经历了四个备受质疑的发展阶段。</p><p>阶段一：从最初邮政递送DVD，到转型做流媒体。当时百事达回拒了里德·哈斯廷斯要价5000万美元收购奈飞的请求;</p><p>阶段二：从网络播放旧内容到通过外部制片公司创作新内容，譬如2013年火爆全球的《纸牌屋》;</p><p>阶段三：从外部授权到创建自己的制片公司，制作出大量获奖电影和电视节目，如《怪奇物语》、《纸钞屋》等;</p><p>阶段四：从美国到世界各地，成为一家业务遍及190个国家的全球性娱乐巨头公司;</p><p>“近几年来，面对流媒体激烈竞争，奈飞向市场证明了几大核心竞争力，”<a href=\"https://laohu8.com/S/00700\">腾讯</a>影业前副总经理申少峰向《中国企业家》表示。“第一大竞争力是从最早DVD租赁到电影制作的生意模式，能做到盈利、市值比国内公司要高，本身是能量守恒原则下的价值溢出的表现；第二是奈飞持续深耕运营以及内容营销，通过其cinematch推荐算法不断创新能力；第三是公司背后技术、资本和文化的系统整合，CEO先进的认知水平。”</p><p>奈飞过去四次的成功转型，正与创始人息息相关。</p><p>哈斯廷斯一直非常重视企业的创新精神，广为流传的《奈飞文化手册》正是他所作，这本书以“自由与责任”闻名，也是这家公司文化成果的象征。</p><p>2018年，在Hired.com（一家科技人才市场网站）进行的一项调查中，奈飞被评为公司职员最想去工作的公司，击败了<a href=\"https://laohu8.com/S/GOOG\">谷歌</a>、<a href=\"https://laohu8.com/S/TSLA\">特斯拉</a>和<a href=\"https://laohu8.com/S/AAPL\">苹果</a>，成为深受员工们追捧的企业。</p><p>眼下，奈飞是否能再创辉煌，是个未知数。但在以往25年里，每当奈飞第一增长曲线达到顶峰时，哈斯廷斯总能预判企业危机，及时做出调整，推出第二增长曲线等创新策略。</p><p>《创新者的窘境》中有一段话：那些管理良好，追求技术创新的管理者，并没有因为市场变化和技术变革，使企业丧失市场份额。</p><p>对于哈斯廷斯来说，他能带领奈飞延续以往的成功吗？</p></body></html>","source":"sina_symbol","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>奈飞想着陆</title>\n<style 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}\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n奈飞想着陆\n</h2>\n\n<h4 class=\"meta\">\n\n\n2022-10-31 14:40 北京时间&nbsp;&nbsp;&nbsp;<a href=https://cj.sina.cn/article/normal_detail?url=https://finance.sina.com.cn/tech/internet/2022-10-31/doc-imqqsmrp4371784.shtml><strong>中国企业家</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>奈飞的巅峰时刻，似乎调整得有点快。去年，是奈飞上市的第19年，奈飞在这一年的全球付费订阅用户数突破2.2亿，营收高达300亿美元。截至年底，奈飞股价迎来高点，达到700.99元/股。一年不到，奈飞就迎来转折。今年前两个季度，奈飞因为用户流失、裁员等负面消息缠身，公司市值蒸发两千多亿美元。最新数据统计，奈飞的股价相较一年之前跌了55%。种种迹象表明，2022年成为奈飞的转折大年。这家被视为“业内标杆...</p>\n\n<a href=\"https://cj.sina.cn/article/normal_detail?url=https://finance.sina.com.cn/tech/internet/2022-10-31/doc-imqqsmrp4371784.shtml\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/bacf45b377460779a7d562ed00e9f398","relate_stocks":{"NFLX":"奈飞"},"source_url":"https://cj.sina.cn/article/normal_detail?url=https://finance.sina.com.cn/tech/internet/2022-10-31/doc-imqqsmrp4371784.shtml","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2279642872","content_text":"奈飞的巅峰时刻，似乎调整得有点快。去年，是奈飞上市的第19年，奈飞在这一年的全球付费订阅用户数突破2.2亿，营收高达300亿美元。截至年底，奈飞股价迎来高点，达到700.99元/股。一年不到，奈飞就迎来转折。今年前两个季度，奈飞因为用户流失、裁员等负面消息缠身，公司市值蒸发两千多亿美元。最新数据统计，奈飞的股价相较一年之前跌了55%。种种迹象表明，2022年成为奈飞的转折大年。这家被视为“业内标杆”的公司正走下神坛，与国内长视频平台站到同一阵营中，走上了“流媒体+广告”的路线。艾媒咨询创始人张毅向《中国企业家》表示：“奈飞近几年的用户增长达到天花板后，发展多元化的商业模式是一定的，譬如游戏、广告业务。”“当发现新的商机来临后，就会加大赌注，全力投入。”这是奈飞创始人、CEO哈斯廷斯最喜欢的方式。推翻人设，做起广告“感谢上天，我们终于摆脱了季度下滑，回到了正向发展的轨道上。”哈斯廷斯在三季度财报会议上讲道。这场会议总时长42分钟，一大亮点就是，高管回答“广告收入”相关问题就花了将近15分钟。根据奈飞2022年第三季度财报显示，奈飞营收实现79.26亿美元，同比增长5.9%，高于市场预期的78.5亿美元；净利润为13.98亿美元，同比下滑3.5%，高于市场预期；全球净增用户241万人，同样高于市场预期。财报发布后，10月19日，奈飞美股盘前大涨13%。针对三季报订阅用户数增长，奈飞强调，此次的订阅用户增长离不开三季度强劲的内容。报告期内，奈飞推出了《怪奇物语 4》《怪物：杰夫瑞达莫》等优质剧集，其中《怪奇物语 4》创造了13.5亿小时的播放量。就在奈飞发布三季报之前，公司刚经历了一段“水逆期”。2022年第一季度，奈飞首次遭遇订阅用户流失，共减少约20万订阅用户，股价暴跌35%；二季度则更为严重，流失了97万订阅用户。奈飞也在第二季度致投资者信中表示：“提高营收、增加会员数量，是公司目前的最大挑战。”奈飞曾试图通过提价策略逆转局面，但结果并不理想。2014年，奈飞首次进行提价，规定相关基础套餐由7.99美元升至9.99美元，老用户于2016年5月开始支付新价格。但在2016年二季度，受2014年基础套餐提价“非祖父条款”到期影响，公司流媒体新增用户创下两年来最低数值，并使公司盘后股价大跌16%。因此对奈飞来说，通过提价来增加营收和会员数量，并不现实。据《纽约时报》日前报道，奈飞方面已告知内部员工，公司正计划推出带有广告的低价订阅服务，同时遏制共享账号的行为。在今年3月上旬的一场会议中，摩根士丹利一位研究主管对奈飞首席财务官Spencer Neumann指出，“我不得不询问你有关广告的问题，否则我不能活着离开这里。”而在当时，在被问到奈飞是否会改变一直坚守无广告的长期立场时，Spencer Neumann表示，“不要说永远不会发生。”奈飞此计划落实时间之早，超出了所有人的想象。近日，奈飞宣布了广告订阅服务的正式实行日期。从11月1日开始，该套餐将事先在加拿大和墨西哥推出，随后于11月3日将会在澳大利亚、巴西、法国、德国、意大利、日本、韩国、英国和美国相继推出。据悉，此次带广告的订阅服务，每月收费6.99美元，价格上比目前最低套餐便宜3美元。套餐将包括平均每小时4到5分钟的广告，并且用户将无法下载离线观看的内容。每条广告长度为15或30秒，穿插在播放内容前和播放期间，奈飞将对广告内容进行筛选。目前该功能还未上线，但奈飞却已经遭到广告商们的吐槽。一名看过该公司演示的买家表示，该公司要求的CPM（千人成本）超过60美元，而竞争对手HBO Max和NBC环球的流媒体平台Peacock都下调了价格，都还不到50美元。另外，奈飞还要求每个广告客户支付2000美元承诺金。还有买家表示，奈飞过去经营方式没有广告，首次推出广告模式，却对广告商挑选异常苛刻。譬如“只接受大品牌、听取他们自己的方式投放广告”，这不是在卖服务，这是在提要求。不过，奈飞高管推测，带广告的低价订阅计划将帮助奈飞减少用户流失，不过减少用户流失的核心方法，仍然是通过作品“取悦用户”。同时公司预计今年的内容支出为170亿美元。挖掘存量价值现在，奈飞不仅要找到更多潜在用户，也要做好现存两亿多付费客户的“功课”。目前，奈飞的触角达到全球190多个地区，大概有2.23亿付费会员，但是目前，亚太仍是公司用户增长的重点地区。根据第三季度财报显示，奈飞在亚太地区新增用户数为143万，约占新增用户总量的59%；其次是欧洲、中东和非洲市场，新增用户数57万；接着是拉美市场，新增31万；最后是北美市场，新增10万。去年9月，奈飞出品韩剧《鱿鱼游戏》，其热度席卷全球，在多个国家和地区持续霸榜数周，给奈飞去年三季度带来438万个新增订阅用户的成绩。目前，韩国地区在金敏英（奈飞亚太区内容总监）带领下，依然是奈飞不可或缺的内容投资市场。今年，奈飞计划继续发行25部韩国影视剧，包括电影、网剧以及综艺真人秀节目等。但口碑爆款产品的制作可遇而不可求。一个典型的例子是，当年《纸牌屋》炙手可热，随后奈飞耗费9000万美元巨资制作东方史诗原创剧《马可·波罗》，试图复制《纸牌屋》的成功。但这部剧最后遭遇市场滑铁卢。在张毅看来，《鱿鱼游戏》的爆红只是短期内拉动了亚太地区的用户增长，一部剧带来的用户增长及收入和利润的增长，是不可持续的，最终还是要靠更多爆款作品拉长周期。奈飞也在三季度财报中提到：“我们的竞争对手正在进行大量投资，以推动订阅者的参与度，但建立大型、成功的流媒体业务很难。”奈飞的竞争对手包括Disney+、Discovery的HBO等，它们几十年的内容经验积累和资金储备，以及手上的IP资源，构成了其巩固市场地位的护城河。奈飞试图找到新的商机——深耕IP去挖掘更多的商业价值，将游戏作为影视衍生产品，形成更多元的付费体系，发展“影游联动”作为业绩增长的破局点。实际上，从2021年7月起，奈飞就有意探索游戏领域，并陆续开始有所动作。今年9月26日，奈飞在芬兰首都赫尔辛基开设了一家游戏开发工作室，这是其自建的第一个工作室。在此之前，奈飞也已经陆续收购了3家游戏工作室。目前，奈飞共有35款游戏，计划今年年底上线游戏数量会达到50款。数字经济智库首席研究员胡麒牧向《中国企业家》表示：“奈飞虽然一开始未必会靠游戏盈利，但如果培养起用户在平台的使用习惯，平台可以做圈层，再去附加视频、音乐等服务，更容易做大平台商业生态。”在摩根士丹利分析师Benjamin Swinburne看来，考虑到视频游戏的潜力，奈飞将有望抓住下一个2000亿美元的全球消费市场机会。在全球拥有两亿多用户的奈飞，除了深耕长视频内容赛道之外，能否打开游戏等内容赛道想象空间？张毅表示：“流媒体市场从来不缺竞争者，奈飞的用户可能也是Disney+的用户，用户对平台的忠诚度不高。内容永远是抓住用户的最好方式，从某种意义上来讲，奈飞最大的竞争对手不是Disney+，也不是Discovery的HBO，而是自己。”奈飞寻求下一个黄金十年今年8月29日，是奈飞成立25周年。经过25年的发展，奈飞从一家邮寄出租DVD的小公司发展成全球领先的流媒体公司。在过去25年里，奈飞主要经历了四个备受质疑的发展阶段。阶段一：从最初邮政递送DVD，到转型做流媒体。当时百事达回拒了里德·哈斯廷斯要价5000万美元收购奈飞的请求;阶段二：从网络播放旧内容到通过外部制片公司创作新内容，譬如2013年火爆全球的《纸牌屋》;阶段三：从外部授权到创建自己的制片公司，制作出大量获奖电影和电视节目，如《怪奇物语》、《纸钞屋》等;阶段四：从美国到世界各地，成为一家业务遍及190个国家的全球性娱乐巨头公司;“近几年来，面对流媒体激烈竞争，奈飞向市场证明了几大核心竞争力，”腾讯影业前副总经理申少峰向《中国企业家》表示。“第一大竞争力是从最早DVD租赁到电影制作的生意模式，能做到盈利、市值比国内公司要高，本身是能量守恒原则下的价值溢出的表现；第二是奈飞持续深耕运营以及内容营销，通过其cinematch推荐算法不断创新能力；第三是公司背后技术、资本和文化的系统整合，CEO先进的认知水平。”奈飞过去四次的成功转型，正与创始人息息相关。哈斯廷斯一直非常重视企业的创新精神，广为流传的《奈飞文化手册》正是他所作，这本书以“自由与责任”闻名，也是这家公司文化成果的象征。2018年，在Hired.com（一家科技人才市场网站）进行的一项调查中，奈飞被评为公司职员最想去工作的公司，击败了谷歌、特斯拉和苹果，成为深受员工们追捧的企业。眼下，奈飞是否能再创辉煌，是个未知数。但在以往25年里，每当奈飞第一增长曲线达到顶峰时，哈斯廷斯总能预判企业危机，及时做出调整，推出第二增长曲线等创新策略。《创新者的窘境》中有一段话：那些管理良好，追求技术创新的管理者，并没有因为市场变化和技术变革，使企业丧失市场份额。对于哈斯廷斯来说，他能带领奈飞延续以往的成功吗？","news_type":1},"isVote":1,"tweetType":1,"viewCount":130,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":9986512241,"gmtCreate":1666982299984,"gmtModify":1676537844201,"author":{"id":"4095591124573590","authorId":"4095591124573590","name":"佰伍","avatar":"https://community-static.tradeup.com/news/5f93191db2266c283d6817c4422f0a71","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"4095591124573590","authorIdStr":"4095591124573590"},"themes":[],"htmlText":"💪💪💪💪","listText":"💪💪💪💪","text":"💪💪💪💪","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/9986512241","isVote":1,"tweetType":1,"viewCount":51,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":9044897150,"gmtCreate":1656728716170,"gmtModify":1676535885288,"author":{"id":"4095591124573590","authorId":"4095591124573590","name":"佰伍","avatar":"https://community-static.tradeup.com/news/5f93191db2266c283d6817c4422f0a71","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"4095591124573590","authorIdStr":"4095591124573590"},"themes":[],"htmlText":"<a 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