网飞公司, 迪斯尼, and the State of Paid Subscription Sharing
在2023年底，当 网飞公司 reported eye-popping profits from its widely publicized crackdown on subscription-sharing and the surcharge sharers would henceforth have to pay, concerns arose around the industry that other subscription streaming services from premium to niche would soon be following suit and restricting the common practice of subscription sharing with their user base.
在这场坦诚的辩论中 2月的流媒体连接2024首席执行官埃文·夏皮罗 ESHAPAlan Wolk，联合创始人/首席分析师 TVREV和校长兼创始人Jon Giegengack， Hub娱乐研究, discuss who’s cracking down and how much they’re enforcing the new restriction, and what if any benefit smaller-market services are likely to gain from following 网飞公司’s lead.
Q期间&会话的一部分, Shapiro read a question from a viewer: “Many others are following 网飞公司 into page sharing as it showed great success for 网飞公司. Do you know who else is going in the same way?”
夏皮罗说, “我要把这个扔给艾伦(沃尔克), 谁是我的万物之流, 或to Jon [Giegengack], who tracks this subscription stuff pretty well, 但我知道 迪斯尼 开始镇压.”
Wolk says, “They're all kind of doing it and kind of not. The thing is, they'll send emails here and there. 他们会要求你重新鉴定, 但他们没有告诉别人, ‘No more TV for you if you don't get a new account.“他们一直依赖威胁邮件, 他们都在其他地方进行了测试, 但是没有人, 甚至连网飞公司都没有, 已经全面铺开了吗.”
Giegengack says that most smaller platforms have much more to lose than 网飞公司 if they also crack down on account sharing significantly, whereas 网飞公司 has the market dominance to truly take the chance of alienating users. “网飞公司 has replaced the old cable TV as the default thing people watch,” he says. “那里有适合每个人的东西. But I think if it's more of a niche, will you be willing to pay extra just to keep getting 派拉蒙+ because you really want to watch the Taylor Sheridan shows while they're still on?” He says that 网飞公司’s sheer scale protects it and allows it to call out people’s bluff, whereas that approach is much riskier for most other platforms. 他提到了一个可行的替代方案. “The way to generate more revenue would be to do what 迪斯尼 Plus did when they launched and give you a deal on the price if you subscribe for a certain amount of time. I think that might be a better route for some of these platforms than really cracking down hard on password sharing.”
夏皮罗说, “But doesn’t it seem to have worked incredibly well for 网飞公司? 我是说，我是不是错过了什么?”
Wolk says it is simply a matter of 网飞公司 having more runway to take a harder stance on subscription sharing. He argues that raising the price of ad-free versions to push users towards ad-supported options, 效仿亚马逊的成功模式, 可能是不可避免的. “他们都被亚马逊打了个措手不及, 是谁走进来说, “是的, 现在每个人都有广告支持.' And we're estimating that’s somewhere between 50 to 65 million people. 所以他们必须迎头赶上.”
读 第一部分 of our recap of Evan Shapiro’s 流媒体连接2024 opening keynote, “No Quarter—Separating Fact From Fiction in M&第四季度财报.”
视图 完整的会议 从二月的流媒体连接2024.
We'll be back in person for 纽约流媒体 on May 20-22, 2024. 更多细节请点击这里.
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