为什么是奈飞、派拉蒙、HBO、迪士尼和华纳兄弟. and Other Premium Streamers Are Cutting Back Marketing Budgets
最近的研究发现 EDO和EnGage found that, for the first five months of 2024, premium streaming platforms such as 网飞公司, 派拉蒙, 迪斯尼, 华纳兄弟. have reduced their national TV marketing spending, down 18% to $216.100万的付费广告/促销价值.
根据 MediaPost调查, “This comes amid a maturing streaming marketplace looking for financial savings to achieve consistent profitability, including more modest TV production expenses and content acquisition costs.”
Alan Wolk，联合创始人兼首席分析师 TVREV, 说, “The pullback in promotional spending for new shows by streaming services reflects a few converging industry trends. 第一个, they realized consumers were becoming overwhelmed by the deluge of original content, 努力跟踪每个平台上的内容. This content overload made it difficult for services to establish a clear brand identity the way HBO 与 《百家乐app下载》 或者网飞公司 《女子监狱 在他们早期.
结果是, the streamers have pivoted to a more curated approach - greenlighting fewer shows but promoting a couple of tentpole hits more aggressively to define their brands. 同时, they're grappling with subscriber churn and shifting marketing dollars toward customer retention efforts like targeted promotions within their apps.
“总的来说, this promotional pullback for the nonstop firehose of new originals signals the streaming services have entered 一个新的 phase of more judicious content investing. I expect this will become the new normal as the various services aim to curate a clearer identity while focusing resources on keeping their existing subscriber bases 订婚了.”
今年早些时候， 坎塔尔 发布最新消息 娱乐点播(EoD)数据和洞察报告 在美国流媒体市场, 注意的是, “The data shows that customers point to ‘value for money’ as the most important factor for signing-up to 一个新的 video streaming service. For the first time the eagerness to watch a specific title is not the most important factor to acquire new viewers.”
在其报告中, 凯度强调，更加个性化, 订婚了, curatorial approach to retaining subscribers is now essential. 汉娜艾弗里, 消费者洞察总监, Worldpanel部门, 坎塔尔, 说, “订阅r perception of both importance and value are key indicators of future churn and retention. Brands must dive deep into subscriber data to unveil the true meaning of these concepts and inform strategic changes that improve retention. 价值和重要性是动态的, so brands must grasp how streamers interact with and perceive their offerings – it's imperative for futureproofing amid streaming wars. 这意味着理解诸如内容库深度之类的因素, 个性化特性, 以及用户体验的流动性, 并告知未来的步骤，如多样化的内容, 优化算法, 并提供灵活的订阅等级.”
校长Jon Giegengack Hub娱乐研究, emphasizes the growing trend of subscription bundles as a way to retain subscribers further while also sharing marketing costs. “The newer streaming platforms needed to spend on advertising to drive awareness. But that mission has been accomplished (our research shows consumers know about all of the major platforms at this point),他说. “I suspect that the growing number of bundles has helped them kill more birds with one stone/ad. 这可能会对未来产生更大的影响.g. 这个公司的 (Comcast) Streamsaver will drive lots of visibility for 网飞公司 and 苹果电视+ on Comcast’s dime, 迪士尼/Max大概会分担营销成本 他们的包等.).”
根据 各种康卡斯特(Comcast)即将到来 孔雀网飞公司，以及 苹果电视+ package is an effort to reduce cancelation rates and provide a more efficient means of subscriber acquisition -- coming as the traditional cable TV business continues to deteriorate.”
However, other high-profile bundling efforts are being met with market and legal resistance. 举止文雅的运动这是迪士尼、WBD和WBD提议的体育捆绑合资企业 福克斯公司., 面临着巨大的反对, it is already the subject of a lawsuit from the 体育 streaming-focused service 伏波. 根据 可怕的宣布, “A statement from 伏波 CEO David Gandler called the three companies a ‘体育 cartel’ and alleged they were ‘effectively stealing’ 伏波’s strategy.”
These concerns underscore the current challenges facing both major and emerging players in the streaming market today, as efforts to consolidate and cut costs clash with the complexities of streaming rights and concerns over monopolistic practices, as the past reliance on major shows being used to draw in and retain customers is no longer economically viable.
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