Ishishini lokusasaza ividiyo lifumana ukukhula okukhawulezayo kunye nokhuphiswano oluqinisayo.
Iinkampani zemithombo yeendaba ezisekiweyo, iingxilimbela zetekhnoloji, kunye nabaqulunqi bomxholo batyala imali kumaqonga okusasaza ukuze benze imali kwimarike ekhulayo. Iinkampani zilwela ukwabelana ngentengiso ngokunikezela ngeelayibrari zesiqulatho esinyanzelisayo, iimpawu ezizodwa, kunye namaxabiso akhuphisanayo.
Ngo-2022, ababhalisi behlabathi be-SVoD bagqithise ababhalisile beTV abahlawulayo okokuqala
Iiplatifti zokubhaliselwa kwevidiyo-kwimfuno (i-SVoD) ziyalele malunga ne-1.5 yezigidigidi zababhalisi kwihlabathi liphela ngo-2022, ngelixa ababhalisile beTV behlabathi bebhatala bemi kwi-1.4 yeebhiliyoni, ngokutsho kweGlobalData.
Phakathi kowama-2018 kunye no-2022, umthamo wababhalisi behlabathi jikelele be-SVoD unyuswe ngesantya sokukhula sonyaka esihlanganisiweyo (CAGR) sama-30%, xa kuthelekiswa ne-4% yokubhaliselwa kweTV. Oku kuqala kubangelwe yindlela 'yokusika intambo', apho abathengi batshintshayo ukusuka kwintambo yesiqhelo, isathelayithi, kunye nomabonakude osemhlabeni ukuya kumaqonga e-SVoD. Ubhubhani we-Covid-19 uphinde wasebenza njengesixhobo sokwamkelwa kwe-SVoD njengamanyathelo okuhlala ekhaya esonyusa imfuno yekhaya kwizisombululo zolonwabo lwedijithali kwihlabathi liphela.
Umthamo wababhalisi behlabathi jikelele be-SVoD uya kudlula amanqaku eebhiliyoni ezimbini ngo-2027. Ngokwahlukileyo, isiseko sehlabathi sababhalisi beTV abahlawulelwayo siya kumisa kwi-1.5 yezigidigidi kwi-2027.
Ukhuphiswano olumandla lukhokelela ekusungulweni kweminikelo esekwe kwintengiso
Ukutshintsha kwabathengi kude neTV yemveli kuye kwaba nefuthe elibi kwizitudiyo zeTV kunye nabasasazi, abaxhomekeke kwintengiso yengeniso. Nangona kunjalo, iTV yesiko iyaqhubeka nokutsala isabelo esibalulekileyo senkcitho yentengiso ngaphandle kokuthandwa kweenkonzo zokusasaza ividiyo. Oku kungenxa yokuba uninzi lweenkonzo zokusasaza ividiyo ziyafumaneka ngokubhalisela ngaphandle kwentengiso, ngakumbi ezo zibonelela ngomxholo weprimiyamu.
Ke, abakhangisi kunye neebhrendi bahlula uhlahlo lwabiwo-mali lwentengiso phakathi kweTV yemveli kunye neenkonzo zokusasaza ividiyo njengevidiyo esekwe kwintengiso kwimfuno (AVoD) kunye neTV exhaswa yintengiso yasimahla (FAST) ukuqinisekisa ukufikelela okuphezulu. NgokweNgxelo yeNtengiso yoNyaka ka-Nielsen ka-2023, i-84% yabathengisi behlabathi babandakanya ukusasaza kwizicwangciso zabo zeendaba, kwaye ngokomndilili, babela i-45% yohlahlo lwabiwo-mali lwabo lwentengiso kumajelo okusasaza ividiyo.
Ababoneleli abaninzi be-SVoD, kuquka i-Disney kunye ne-Netflix, baye bazisa izicwangciso ezixhaswe yi-ad ngamaxabiso athotyiweyo ukukhusela ingeniso yentengiso eyongezelelweyo kunye nokuxhaswa kwemveliso yomxholo. Njengoko ukusasazwa kwevidiyo kusikeka kwingeniso yentengiso yeTV, iinkxalabo zomlinganiselo ochanekileyo wabaphulaphuli nazo ziyanda.
Umlinganiselo wabaphulaphuli kukusasazwa kwevidiyo unzima
Oku kungenxa yemibandela efana nokuqhekeka kwedatha yesixhobo esinqamlezileyo, ubume bomsebenzisi, kunye nemida yobuchwepheshe kunye nobumfihlo. Iinkonzo zokusasaza ividiyo zisebenza kwizixhobo ezininzi, zenza kube nzima ukulandelela umjongi rhoqo. Ngaphezu koko, abasebenzisi baneepatheni zokujonga umntu ngamnye kunye nezinto abazikhethayo kwaye batya umxholo ngamaxesha ahlukeneyo ngeendlela ezingezizo ezikhokelela kumhlaba ocandekileyo nonzima wabaphulaphuli.
Ngaphaya koko, iinkonzo zokusasaza iividiyo zibonelela ngomntu ngamnye kunye nomxholo ofunwayo ozisa imiceli mngeni kubuchule bokulinganisa bemveli obuyilelwe umgca weTV. Ngokomzekelo, iinkonzo zokusasaza zisebenzisa i-encryption yokuhanjiswa komxholo, ukunciphisa ukubonakala kokuziphatha komsebenzisi kwizixhobo zokulinganisa zangaphandle. Ngenxa yoko, iinkqubo zokulinganisa ezisemgangathweni zeTV azisebenzi kwiinkonzo zokusasaza ividiyo. Ukongeza, imimiselo yabucala iyanciphisa ukuqokelelwa kunye nokusetyenziswa kwedatha yabathengi, inciphisa i-granularity kunye nobunzulu bomlinganiselo wabaphulaphuli.
Izisombululo zokulinganisa abaphulaphuli kufuneka zibe nobuchule ngakumbi ukujongana nale mingeni. Izisombululo zokulinganisa iqonga zibalulekile ukulandelela ngokuchanekileyo abaphulaphuli kwiinkonzo zokusasaza. Nangona kunjalo, iifemu ezahlukeneyo zokulinganisa (umzekelo, i-Nielsen, i-ADOBE, i-comScore) zisebenzisa imilinganiselo yokulinganisa eyahlukeneyo.
Iifemu zomlinganiselo wabaphulaphuli abakwisithuba esiphantsi komngcipheko
NgoJanuwari ka-2023, iComcast, iParamount Global, iFox Corp., iWarner Bros., iDiscovery, kunye neTelevisa zenze iKomiti yoShishino eDityanisiweyo (JIC) ukuze ivavanye kwaye iqinisekise ukuba abaphulaphuli bakamabonwakude balinganiswa njani. Ii-arhente ze-Ad ezifana ne-Video Advertising Bureau nazo ziye zajoyina, kwaye i-JIC ijolise ekuphuhliseni izisombululo ezidibeneyo zokulinganisa abaphulaphuli ekupheleni kuka-2023. Ubunkokeli bexesha elide lika-Nielsen kumlinganiselo we-TV busengozini.
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