Are Super Bundles the Future of Subscription-Based Streaming?
Churn is an unavoidable fact of life for streaming services, 在试图让SVOD盈利的过程中，很多战略思考都集中在如何将其影响降到最低, whether by offering more content, incorporating ad tiers, or entering into various bundling scenarios. So what’s working in 2024 and what isn’t? Five leading M & E analysts, Evan Shapiro, CEO, ESHAP, Paul Erickson, Founder and Principal, Erickson Strategy & Insights, Ophelie Boucaud, Senior Analyst, Dataxis, Alan Wolk, Co-Founder/Lead Analyst, TVREV, and Jon Giegengack, Principal and Founder, Hub Entertainment Research，在这段视频中讨论当前的策略，以避免流失的末日 Streaming Media Connect 2024.
Shapiro says, “Outside of Netflix, the churn apocalypse is really the existential crisis.“关于可能有助于解决流失问题的捆绑包类型, he says, “有一些有趣的包，也有一些不那么有趣的包. There's a kind of bundle amongst frenemies, right? The streamers themselves. But then you look at the Verizon bundle with Netflix and Max这感觉就像一个更有保护作用的外壳，而不仅仅是一堆视频服务联合起来.”
埃里克森认为，服务提供商应该把自己视为不仅仅是有线电视或宽带提供商，而是连接和便利的提供商. “也许计费和订阅聚合加上一点收入分成是他们的渠道,” he says. “They don't have to deliver your TV. They're your gateway to consuming whatever you want. 他们也可以提供宽带连接，让你消费所有的东西, 但他们很乐意让你拥有一份账单和一份稳固的关系.”
Shapiro notes that this model is the core success of Amazon Prime. 他说，这种商业方式将成为大多数玩家未来的筹码.
Boucaud讨论了欧洲市场最近的一些主要捆绑销售, driven in particular by ad tiers. “For example, we've had an offer from myCANAL 在法国，这些东西在圣诞节期间真的打折，”她说. “I think it was 25 euros to get Netflix, Disney Plus, DAZN, including Canal as well, which is the premium entertainment hub. So I think the promotion was six months, but still, the price is really, really low for such a huge amount of things, 这只是因为他们可以从高端市场获得吸引力，并因此降低价格. So that's quite interesting.”
Wolk says that while providers no longer make money off pay TV, 无论他们现在提供什么类型的捆绑服务——无论是传统的付费电视还是流媒体——只要他们能赚钱，都不重要. “It's all the same to them,” he says. 他提到，《百家乐app下载》和迪士尼的和解是一种妥协.
Still, Shapiro says, “They shed a decent number of subscribers, I think, above the norm as a result of that, and they're not going to come back.” He speculates on the potential of Xumo 以获得相对于Prime的竞争优势，因为它的覆盖范围和用户的价值统计数据. “你说的是美国6000万宽带家庭, 可能是地球上和所有主要市场上最有价值的住宅,” he says. “他们确实有机会将电视机与一系列服务捆绑在一起. 这似乎是一种竞争优势，目前在美国，除了亚马逊Prime会员，很少有人拥有这种优势.”
Giegengack概述了Hub Entertainment Research在消费者处理捆绑销售时发现的一些问题. “One of them is cost, but the other, which is just as big, is just their ability to use it all,” he says, “So, complexity. There are just as many people who say, ‘I don't add another streaming subscription because I can't afford it.“也有很多人说，‘我没有添加一个，因为我根本无法使用它.或者管理所有这些个人关系太复杂了. 我认为你们刚才所说的完全正确:付费电视公司有巨大的机会将许多不同的东西整合在一起,” including cloud gaming.
He mentions Verizon +play as a good example of a successful bundling/aggregation business. 他说:“实际上没有任何与此相关的内容。. “他们所做的一切都是让你更容易在一个地方使用你已经拥有的所有订阅. 这个简化的过程在我们的调查中是很有价值的, 很多人说他们愿意为这样的东西付钱, even though it doesn't come with any content itself. 我们做了一项调查，有人说如果他们只使用电视网络，他们会为更小的电视网络捆绑支付更多的钱.”
请参阅流媒体连接2024年2月的完整节目视频 here.
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