C端付费潜力已尽？迪士尼切回“半广告”模式

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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...

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SP2021
·2022-03-06
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ivyteo6911
·2022-03-06
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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":null,"is_publish_highlight":null,"is_publish_live":null,"is_publish_wemedia":null,"editions":null,"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},"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":9031839681,"gmtCreate":1646497086235,"gmtModify":1676534134964,"author":{"id":"3577362879194763","authorId":"3577362879194763","name":"ivyteo6911","avatar":"https://static.tigerbbs.com/b70214e6e148476bcc23102cef4a8dc3","vip":1,"crmLevel":2,"crmLevelSwitch":0},"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"}],"hasMoreComments":true,"newsSizeData":{"likeSize":131,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false}}