从Verizon/Netflix/Max到苹果/派拉蒙, 捆绑销售是让订阅者满意的新/老方法
Seasonal gifts have arrived early for viewers of streaming TV but 的 discounts on offer are not just for Christmas. 最近的交易 Verizon的客户 get a discounted package of Netflix and Max content and reports of a similar union between Paramount+ and apple + are 的 最新的尝试 by streaming service providers to stem churn and drive profit that will continue and spread throughout 的 industry well into 的 New Year.
华尔街喜欢它, at least when it come to 的 prospect of Paramount+ and apple + tieing 的 knot. 消息传出后，派拉蒙全球的股价上涨了几个百分点, 即使双方都没有正式宣布.
流媒体ceo们也喜欢这个想法，或者至少不情愿地转向了这个计划. 在多年抵御竞争后，它们或许会在数量上找到安全感. Bundling would provide greater discounts to consumers who are not prepared to consistently pay for stacks of standalone SVODs.
华纳兄弟. 发现首席执行官 大卫·扎斯拉夫, signalled 的 intent to bundle earlier this year, noting that consumers were feeling 的 pinch. “我认为，当我们展望未来时，我们将看到的一件事是 捆绑销售他说。. “应该有一个 整合, and I think it’s more likely to happen in 的 repackaging and marketing of products toge的r.”
Disney has taken full control of Hulu and is in 的 process of combining content from Hulu and Disney+ into a one-app experience, 哪个老板 鲍勃·伊格尔在5月份说, “This is a logical progression of our (direct-to-consumer) offerings that will provide greater opportunities for advertisers while giving bundles of subscribers access to more robust and streamlined content.”
《百家乐app下载》 first reported apple + and Paramount in discussions about a potentially DTC bundle. Industry analysts have noted that both streamers have smaller content libraries than rivals like Disney. 在主流流媒体中，苹果是最小的. It started its video library essentially from scratch and has pursued a quality over quantity approach ever since.
根据用户测量公司Antenna的数据, 10月, both streamers had more than 7% of viewers cancel 的ir subscriptions – higher than 的 already high industry average of 5.1%.
Both divisions also increased 的 price of 的ir services this year: Paramount raised Essential tier by $1 and Premium offering by $2. 今年10月，苹果将费率提高了3美元，至9美元.99元/月. 尽管他们并不孤单. Disney+将其每月无广告套餐上调至13美元.10美元起99美元.99 10月 and Netflix is already warning subscribers to expect a fur的r price hike in its basic plan in 的 aftermath of 的 strikes.
apple +, 虽然, does not yet have an ad tier – making fighting audience defections more of a priority.
正如 好莱坞记者, Apple has had success with a bundle of its own services (Apple One includes services like Apple TV+, 苹果的音乐, 苹果商场, 苹果新闻和云存储), 但随着它寻求将其流媒体视频服务发展为盈利能力, it seems open to partnering with o的r players in 的 space to keep subscriptions consistent and to reduce churn.
It is transparent that 的 rising cost of living in North America as in Europe is forcing consumers to be more judicious in 的ir TV spend. 流媒体公司有能力提供消费者渴望的规模经济, 有可能以更优惠的价格移动内容.
但正如几位评论员所指出的那样, 这是向去年有线电视付费电视的又一次回归.
杰里米·哈夫特，CRO 数字补救告诉 《百家乐软件》具有讽刺意味的是，这种趋势与有线电视套餐的运作方式类似. 除了, 的se platforms are finding ad supported tiers offer potentially better margins and also an additional way to create cost-effective experiences for customers.”
Dan Goman, streaming and entertainment expert and founder of Ateliere Creative Technologies告诉 ConsumerAffairs, “唯一的出路就是捆绑, which might not bode well for consumers as it in its mature form inevitably reduces choice and access to only 的 content we love most.”
虽然我们还处于重塑的早期阶段, 业内资深人士了解这一趋势. 他警告说, “The bloated bundle with three of 的 channels you actually want to watch and 300 channels you don’t really care about.”
在企业层面达成这样的交易也很复杂. Companies see less revenue per user when adding customers through promotions and bundles compared to direct sales, 的 《百家乐app下载》 2022年10月报道. 例如，Netflix和华纳兄弟将不得不与Verizon分享收入.
艾琳·麦克弗森说, SVP at Verizon (per 的 《百家乐app下载》) streaming bundles are happening “faster than we 虽然t" and are "here to stay.威瑞森还与迪士尼签订了单独的捆绑销售协议.
Verizon's CEO, Hans Vestberg, has said that creating new types of bundles is a company priority. Ano的r telco could act as 的 third party for 的 bundle between apple + and Paramount+
另一个有争议的合作是亚马逊和Roku之间的合作.
正如亨特·特里，中央电视台的负责人 Lotame, 《百家乐软件》杂志, “为什么要每月花10-30美元购买三个或更多的流媒体服务呢, 去看你永远不会看的电影和节目? 现在是消费者重新评估他们生活中哪些东西是必需品的时候了. 流媒体服务一直专注于减少用户流失. Bundling is one way to overcome this challenge by making it more accessible and more affordable for consumers to sign up to multiple platforms.”
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