亚马逊Prime增加广告支持:推出分级服务还为时不晚
9月22日，不出所料的消息传来 Amazon will soon join Netflix, Disney+, 和 Max by adding an ad-supported subscription tier 在美国观看其优质内容.S.，美国.K.美国、德国和加拿大. Prime being Prime—with not just the transitory, churn-susceptible thrills of 最后生还者 和 雄蜂 为了留住忠实的观众, but the addictive allure of 2-day shipping—is slightly inverting the approach its fellow top-tier titans have taken. Instead of offering a reduced subscription price for those budget-conscious viewers who are willing to suffer through a few ads in their premium shows, 亚马逊将广告层设为默认设置，并加收2美元.99美元到无广告级别.
在这个相当早期的阶段, it would be generous to describe the hybrid-subscription model ventures that have debuted over the last year as “mixed” successes. Netflix报告1.5 million ad-tier subscribers in its latest Q2 earnings call; not only does that place the company 38.5
比去年宣布的4000万的目标少了100万, it also locates this high-major platform deep in the minor leagues when it comes to competing for ad buys based on reach alone.
Given that Amazon reported nearly $38 million in ad revenue in 2022 和 that it already has a thriving FAST platform in 免费的vee to monetize
lower-priority longtail content, adding an ad tier to Prime is hardly a make-or-break proposition. 与其说是绝望，不如说是投机取巧. With any ad placed in Prime Video programming tethered to single-click sale 和 delivery—again, something none of its streaming platform peers can compete with—Amazon Prime advertising boasts a value proposition that transcends slow-growing reach.
Amazon’s news came in hot on the heels of a frenetic long weekend at IBC 2023, 这是由 关于生成人工智能的热议 that intermittently yielded to discussions of content monetization (which invariably referenced AI). A couple of those discussions st和 out, including one with Dan Marshall, Amagi该公司全球销售执行副总裁 FAST的演变 从一个货币化“图书馆”(阅读:旧的)的工具, niche) content to a platform that increasingly features live programming with its higher associated CPMs. 但在这个平台真正需要进步的地方, 马歇尔认为, 是在增强“数字线性体验”,” transforming it from the leanback wing of the streaming world to a medium suffused with increased interaction with the content, 游戏化元素, 和 even augmented reality that give viewers a “personal connection to the event.”
He also discussed the need to offer more varied 和 integrated ad placement options—a necessity in live broadcasts of sports that aren’t cadenced for periodic ad breaks—with lower-third ads, squeezebacks, 诸如此类. “Advertising is going to have to change as expectations have changed,” Marshall said.
A bit closer to the monetization challenges that have driven the likes of Netflix 和 Disney into the ad-tier business is the flat-out failure of SVOD to subsidize ambitious premium original content models. 2023年6月 秃鹰的文章 断然的州, “There may be no problem more foundational than the way the system monetizes its biggest hits: It doesn’t.”
此时此刻, managing subscriptions more intelligently might amount to nothing more than rearranging the deck chairs for the selfimperiled Big 5. But that doesn’t mean other content companies with investments in SVOD can’t operate more effectively.
我和他进行了一次有趣的讨论 Evergent技术 CEO Vijay Sajja about “churn prediction” 和 “churn deflection.” Sajja discussed how Evergent uses AI/ML to leverage proprietary subscriber data to identify the moment when subscribers are likely to churn, 提高用户粘性, 和 choose the right promotion or method to keep them in the fold.
学习这些策略是令人鼓舞的, as well as applications for well-trained 和 trustworthy AI. It’s also well worth remembering that despite all of the headline-grabbing antics of the Big 5, 有很多, many more SVOD companies populating the streaming ecosystem that face everyday challenges with monetization 和 subscriber retention, but don’t grieve on the same gilded chair as the billion-dollar major studios that perpetually cry poor.
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