C端付费潜力已尽？迪士尼切回“半广告”模式

131
5
Favorite

C端付费潜力已尽？迪士尼切回“半广告”模式

华尔街见闻2022-03-05

就在一年前，华特·迪士尼公司还在对投资者说，流媒体平台提供更便宜、有广告的订阅服务真是令人厌恶。一年过去了，时代变了，流媒体战争也变了。迪士尼周五宣布，从2022年底开始，迪士尼将推出“Disney+”进入全球网络视频市场，这是一种全新会员产品，资费更便宜，但是将会插播广告。不过迪士尼没有透露广告赞助订阅服务的定价细节，也没有透露具体何时推出。用户仍然可以订阅无广告版本的Disney+，每月收费...

Source Link

Disclaimer: Investing carries risk. This is not financial advice. The above content should not be regarded as an offer, recommendation, or solicitation on acquiring or disposing of any financial products, any associated discussions, comments, or posts by author or other users should not be considered as such either. It is solely for general information purpose only, which does not consider your own investment objectives, financial situations or needs. TTM assumes no responsibility or warranty for the accuracy and completeness of the information, investors should do their own research and may seek professional advice before investing.

131

Report

Comment（5）

SP2021
·2022-03-06
Good
Reply
1
Report
winwin_Tan
·2022-03-06
好
Reply
2
Report
ivyteo6911
·2022-03-06
👍👍
Reply
Like
Report
期权散户王
·2022-03-05
閱
Reply
1
Report
狂妄
·2022-03-05
好
Reply
1
Report

Most Discussed

7x24

All

Terms and Conditions·Privacy Policy

Company: TTMF Limited. Tech supported by Xiangshang Yixin.

Email：uservice@ttm.financial

{"i18n":{"language":"en_US"},"data":{"share":"https://ttm.financial/m/news/2217579493?lang=en_US&edition=fundamental","thumbnail":"https://static.tigerbbs.com/24a5c9ee763bdd068795172812d82227","is_english":false,"pubTime":"2022-03-05 20:55","share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","id":"2217579493","market":"us","top_or_hot":-1,"title":"C端付费潜力已尽？迪士尼切回“半广告”模式","media":"华尔街见闻","content":"<div>\n<p>就在一年前，华特·迪士尼公司还在对投资者说，流媒体平台提供更便宜、有广告的订阅服务真是令人厌恶。一年过去了，时代变了，流媒体战争也变了。迪士尼周五宣布，从2022年底开始，迪士尼将推出“Disney+”进入全球网络视频市场，这是一种全新会员产品，资费更便宜，但是将会插播广告。不过迪士尼没有透露广告赞助订阅服务的定价细节，也没有透露具体何时推出。用户仍然可以订阅无广告版本的Disney+，每月收费...</p>\n\n<a href=\"https://wallstreetcn.com/articles/3653473\">Source Link</a>\n\n</div>\n","source":"wallstreetcn_api","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>C端付费潜力已尽？迪士尼切回“半广告”模式</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\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\">\nC端付费潜力已尽？迪士尼切回“半广告”模式\n</h2>\n\n<h4 class=\"meta\">\n\n\n2022-03-05 20:55 北京时间&nbsp;&nbsp;&nbsp;<a href=https://wallstreetcn.com/articles/3653473><strong>华尔街见闻</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>就在一年前，华特·迪士尼公司还在对投资者说，流媒体平台提供更便宜、有广告的订阅服务真是令人厌恶。一年过去了，时代变了，流媒体战争也变了。迪士尼周五宣布，从2022年底开始，迪士尼将推出“Disney+”进入全球网络视频市场，这是一种全新会员产品，资费更便宜，但是将会插播广告。不过迪士尼没有透露广告赞助订阅服务的定价细节，也没有透露具体何时推出。用户仍然可以订阅无广告版本的Disney+，每月收费...</p>\n\n<a href=\"https://wallstreetcn.com/articles/3653473\">Source Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"BK4532","symbol_name":"文艺复兴科技持仓","start_time":0,"source_url":"https://wallstreetcn.com/articles/3653473","article_id":"2217579493","we_media_id":null,"thumbnails":["https://static.tigerbbs.com/24a5c9ee763bdd068795172812d82227"],"rights":{"source":"wallstreetcn_api","url":"https://wallstreetcn.com/articles/3653473","rn_cache_url":null,"directOrigin":true},"url":"https://stock-news.laohu8.com/highlight/detail?id=2217579493","pubTimestamp":1646484952,"sourceInfo":{"source_id":"wallstreetcn_api","name":"华尔街见闻"},"weMediaInfo":null,"summary":"时代变了，流媒体战争也变了。","collect":0,"end_time":0,"defaultTopTitle":"wallstreetcn.com","property":[],"viewcount":null,"language":"zh","relate_stocks":{"BK4532":"文艺复兴科技持仓","BK4566":"资本集团","BK4554":"元宇宙及AR概念","BK4581":"高盛持仓","BK4551":"寇图资本持仓","BK4524":"宅经济概念","BK4548":"巴美列捷福持仓","BK4108":"电影和娱乐","DIS":"迪士尼","NFLX":"奈飞","BK4561":"索罗斯持仓","BK4507":"流媒体概念","BK4527":"明星科技股","BK4534":"瑞士信贷持仓","QNETCN":"纳斯达克中美互联网老虎指数","BK4550":"红杉资本持仓"},"translate_title":"Has the potential of C-side payment been exhausted? Disney cuts back to the \"semi-advertising\" mode","themeId":"","isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/86e59e4e0dabae4bafc2864e2a8106fc","symbols_score_info":{"DIS":1,"NFLX":1,"QNETCN":0.6},"content_text":"就在一年前，华特·迪士尼公司还在对投资者说，流媒体平台提供更便宜、有广告的订阅服务真是令人厌恶。一年过去了，时代变了，流媒体战争也变了。迪士尼周五宣布，从2022年底开始，迪士尼将推出“Disney+”进入全球网络视频市场，这是一种全新会员产品，资费更便宜，但是将会插播广告。不过迪士尼没有透露广告赞助订阅服务的定价细节，也没有透露具体何时推出。用户仍然可以订阅无广告版本的Disney+，每月收费7.99美元。流媒体纷纷推出插播广告会员早在迪士尼之前，华纳传媒、派拉蒙全球、NBC环球、Discovery等流媒体纷纷推出了插播广告的会员产品，希望能够持续争抢会员。如今迪士尼也加入了这股行业新潮流中，表明了随着消费者试图限制家庭支出，并对注册哪些流媒体服务变得更加挑剔，流媒体公司争夺新用户的战斗已达到了何等激烈的程度，同时也突显了广告为流媒体服务的收入增长做出的贡献。据华尔街日报，Cowen&Co.跟踪流媒体服务的分析师Doug Creutz说，广告支持的流媒体产品帮助提高了APRU（平均每用户收入），这是媒体公司衡量业务的一个重要指标。“他们正在竭尽全力推动订户增长，”Creutz说。“他们把全部精力都放在了流媒体上，这是一场血腥的竞争。”华纳传媒提供了一个有广告插播的HBOMax版本，月费为9.99美元，而没有广告的版本月费为14.99美元。NBC环球提供带有广告差别的高级流媒体服务，月费为4.99美元，不含广告的收费为9.99美元。派拉蒙全球和探索公司分别提供两种等级的“派拉蒙+”和“探索+”服务，有广告和没有广告的，月费分别为4.99美元和9.99美元。迪士尼的层层压力迪士尼旗下拥有三大网络视频产品，除了“Disney+”还有“Hulu”和“ESPN+”。目前，Hulu拥有插广告会员，月收费6.99美元。根据迪士尼目标，该公司计划在2024年实现消费者直销业务（主要是网络视频）的盈利，新发行的Disney+含广告产品是迪士尼在2024财年结束前实现2.3亿至2.6亿用户签约目标的“基石”，这是其公司在2020年12月的投资者日发布会上首次宣布的目标。除了推出新的产品服务之外，迪士尼正在采取多种措施刺激会员增长。去年底，迪士尼推出一项优惠措施，消费者如果购买了“Hulu”会员，那么他们如果购买“Disney+”会员或是“ESPN+”会员将获得打折优惠。这一优惠政策效果十分明显，在最近一个季度中，“Disney+”会员在美国的增长速度达到了11%，远远高于过去四个季度大约2%到3%的增长速度。然而迪士尼仍面临着来自投资者的压力，投资者们要求其实现订阅用户增长目标。在疫情封锁期间，Disney+大火，在推出后的第一年就增加了近7500万名用户，但随着疫情缓解和竞争对手的回归，订阅增长放缓。上个季度，迪士尼新增1180万订阅用户，订阅增长超过预期。这一结果与其主要的流媒体竞争对手Netflix形成了鲜明对比。Netflix在1月底的报告中称，最近一个季度新增了830万用户，低于投资者的预期，其股价也在报告公布后下跌了近30%。而Netflix和苹果也是目前唯二成为不提供低成本、广告插播的主要流媒体服务公司。苹果尚且还有其他众多产品支撑着其收入，可Netflix的未来又何去何从呢？","kind":null,"is_publish_news":true,"is_publish_highlight":true,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":9031603446,"gmtCreate":1646532193669,"gmtModify":1676534137167,"author":{"id":"3575508103712478","authorId":"3575508103712478","name":"SP2021","avatar":"https://static.tigerbbs.com/bb4b05cedc2864e9c2d8796bb319f4bb","vip":1,"crmLevel":1,"crmLevelSwitch":0,"idStr":"3575508103712478","authorIdStr":"3575508103712478"},"htmlText":"Good","listText":"Good","text":"Good","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/9031603446","repostId":2217579493,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"EN"},{"id":9031828778,"gmtCreate":1646526576704,"gmtModify":1676534136235,"author":{"id":"3581581906530118","authorId":"3581581906530118","name":"winwin_Tan","avatar":"https://static.laohu8.com/default-avatar.jpg","vip":1,"crmLevel":1,"crmLevelSwitch":0,"idStr":"3581581906530118","authorIdStr":"3581581906530118"},"htmlText":"好","listText":"好","text":"好","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":2,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/9031828778","repostId":2217579493,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":9031839681,"gmtCreate":1646497086235,"gmtModify":1676534134964,"author":{"id":"3577362879194763","authorId":"3577362879194763","name":"ivyteo6911","avatar":"https://static.tigerbbs.com/b70214e6e148476bcc23102cef4a8dc3","vip":1,"crmLevel":2,"crmLevelSwitch":0,"idStr":"3577362879194763","authorIdStr":"3577362879194763"},"htmlText":"👍👍","listText":"👍👍","text":"👍👍","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/9031839681","repostId":2217579493,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"EN"},{"id":9031800385,"gmtCreate":1646490839595,"gmtModify":1676534134448,"author":{"id":"3586132490019513","authorId":"3586132490019513","name":"期权散户王","avatar":"https://static.tigerbbs.com/ecc992cb4ac80bb8a9514403fdb7cbc5","vip":1,"crmLevel":2,"crmLevelSwitch":1,"idStr":"3586132490019513","authorIdStr":"3586132490019513"},"htmlText":"閱","listText":"閱","text":"閱","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/9031800385","repostId":2217579493,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":9031173209,"gmtCreate":1646488100836,"gmtModify":1676534134309,"author":{"id":"3580622183944007","authorId":"3580622183944007","name":"狂妄","avatar":"https://static.itradeup.com/news/ace3ac8b02520fca7610d69a7fb7d1a6","vip":1,"crmLevel":2,"crmLevelSwitch":0,"idStr":"3580622183944007","authorIdStr":"3580622183944007"},"htmlText":"好","listText":"好","text":"好","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/9031173209","repostId":2217579493,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"}],"hasMoreComments":true,"newsSizeData":{"likeSize":131,"commentSize":5,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false}}