Ukusakazwa Kwevidiyo Kuyakhula Kodwa Ukukalwa Kwababukeli Kuyakhathaza

Imboni yokusakaza amavidiyo ikhula ngokushesha kanye nokuncintisana okuqinisayo.

Izinkampani zemidiya ezimisiwe, izikhondlakhondla zobuchwepheshe, nabadali bokuqukethwe batshala imali ezinkundleni zokusakaza ukuze benze imali emakethe ekhulayo. Izinkampani zibanga ukwabelana ngemakethe ngokunikela ngamalabhulali wokuqukethwe aphoqelelayo, izici ezihlukile, namanani ancintisanayo.

Ngo-2022, ababhalisile be-SVoD bomhlaba wonke badlula ababhalisele i-TV ekhokhayo okokuqala ngqa

Izinkundla zokubhalisela i-video-on-demand (i-SVoD) zaba nababhalisile ababalelwa ku-1.5 billion emhlabeni jikelele ngo-2022, kuyilapho ababhalisile be-TV ekhokhayo emhlabeni wonke bemi ebhiliyoni elingu-1.4, ngokusho kwezibikezelo ze-GlobalData.

Phakathi kuka-2018 no-2022, umthamo wababhalisi be-SVoD womhlaba wonke unwetshwe ngezinga lokukhula elihlanganisiwe lonyaka (CAGR) lama-30%, uma kuqhathaniswa no-4% wokubhaliselwe kwe-TV ekhokhelwayo. Lokhu kudalwe ikakhulukazi inkambiso 'yokusika izintambo', lapho abathengi beshintsha khona besuka kukhebuli evamile, isathelayithi, ne-TV yasemhlabeni baye ezinkundleni ze-SVoD. Ubhubhane lwe-Covid-19 luphinde lwasebenza njengembangela yokutholwa kwe-SVoD njengoba izindlela zokuhlala ekhaya zandisa isidingo sasekhaya sezixazululo zokuzijabulisa kwedijithali emhlabeni jikelele.

Ivolumu yomhlaba wonke yababhalisile be-SVoD izodlula imaki eyizigidigidi ezimbili ngo-2027. Ngokuphambene, isisekelo sababhalisele be-TV ekhokhayo emhlabeni wonke sizoma ku-1.5 billion ngo-2027.

Ukuncintisana okukhulu kuholela ekwethulweni kweminikelo esekelwe ezikhangisweni

Ukugudluka komthengi kumabonakude wendabuko kube nomthelela omubi kuma-studio we-TV nabasakazi, abathembele ekukhangiseni ukuze bathole imali engenayo. Kodwa-ke, i-TV yendabuko iyaqhubeka nokuheha ingxenye enkulu yezindleko zokukhangisa naphezu kokuduma kwezinsizakalo zokusakaza ividiyo. Lokhu kungenxa yokuthi izinsiza eziningi zokusakaza amavidiyo zitholakala ngokubhaliselwe okungenazikhangiso, ikakhulukazi lezo ezinikeza okuqukethwe kwe-premium.

Ngakho-ke, abakhangisi nemikhiqizo bahlukanisa ibhajethi yabo yezikhangiso phakathi kwezinsiza zokusakaza ze-TV zendabuko kanye nevidiyo njengevidiyo esekelwe ekukhangiseni ngokufunwa (i-AVoD) kanye ne-TV yamahhala esekelwa yizikhangiso (FAST) ukuze kuqinisekiswe ukufinyelela okuphezulu. Ngokombiko Wonyaka Wokumaketha we-Nielsen ka-2023, u-84% wabakhangisi bomhlaba wonke bahlanganisa ukusakaza ezinhlelweni zabo zemidiya, futhi ngokwesilinganiso, babela ama-45% ezabelomali zabo zezikhangiso eziteshini zokusakaza ividiyo.

Abahlinzeki abaningana be-SVoD, okuhlanganisa i-Disney ne-Netflix, bethule izinhlelo ezisekelwa izikhangiso ngamanani ehlisiwe ukuze bavikele imali eyengeziwe yokukhangisa nokuxhasa ukukhiqizwa kokuqukethwe. Njengoba ukusakazwa kwevidiyo kuncipha emalini engenayo yezikhangiso ze-TV evamile, ukukhathazeka ngokulinganisa okunembile kwezithameli nakho kuyanda.

Ukulinganisa kwezithameli ekusakazeni ividiyo kuyinkimbinkimbi

Lokhu kungenxa yezici ezifana nokuhlukaniswa kwedatha ehlukahlukene, isimo somsebenzisi, kanye nemikhawulo yezobuchwepheshe nobumfihlo. Amasevisi okusakaza ividiyo asebenza kumadivayisi amaningi, okwenza kube nzima ukulandelela ababukeli ngokungaguquki. Ngaphezu kwalokho, abasebenzisi banamaphethini wokubuka ngamunye kanye nezintandokazi futhi basebenzisa okuqukethwe ngezikhathi ezihlukene ngezindlela ezingaqondile, okuholela ekuhlukaniseni futhi kuyinkimbinkimbi yezethameli.

Ngaphezu kwalokho, izinsiza zokusakaza ividiyo zinikeza okuqukethwe komuntu siqu nokufunwayo okubeka izinselele kumasu okulinganisa endabuko aklanyelwe i-TV ewumugqa. Isibonelo, izinsiza zokusakaza bukhoma zisebenzisa ukubethela ukulethwa kokuqukethwe, okukhawulela ukubonakala kokuziphatha komsebenzisi kumathuluzi okulinganisa angaphandle. Ngenxa yalokho, amasistimu okulinganisa ajwayelekile e-TV awasebenzi ezinsizakalweni zokusakaza ividiyo. Ngaphezu kwalokho, imithetho yobumfihlo ikhawulela ukuqoqwa nokusetshenziswa kwedatha yomthengi, ikhawulela ubumbudumbudu nokujula kokulinganisa izethameli.

Izixazululo zokulinganisa izethameli kufanele zibe yinkimbinkimbi ukuze kubhekwane nalezi zinselele. Izixazululo zokulinganisa inkundla yesiphambano zibalulekile ukuze ulandelele ngokunembile izethameli ngezinsizakalo zokusakaza-bukhoma. Nokho, amafemu okulinganisa ahlukene (isb., i-Nielsen, i-ADOBE, i-comScore) zisebenzisa amamethrikhi okulinganisa ahlukene.

Izinkampani ezikala izithameli ezisebenzayo zisengozini

NgoJanuwari 2023, i-Comcast, i-Paramount Global, i-Fox Corp., i-Warner Bros., i-Discovery, ne-Televisa yakha i-Joint Industry Committee (JIC) ukuze ihlole futhi iqinisekise ukuthi izethameli ze-TV zilinganiswa kanjani. Ama-ejensi ezikhangiso afana ne-Video Advertising Bureau nawo ajoyinile, futhi i-JIC ihlose ukuthuthukisa izixazululo ezihlangene zokulinganisa izethameli ekupheleni kuka-2023. Ubuholi besikhathi eside buka-Nielsen ekulinganiseni i-TV busengozini.

Umthombo ovela I-Verdict.co.uk

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