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奈飞原创内容今年增长88%,但传统电视节目依旧占据主导地位

David Z. Morris 2018年08月16日

奈飞今年可能会在节目上投入多达130亿美元,而不是他们之前公布的预测值80亿美元。

今年迄今为止,奈飞公司(Netflix)推出的原创节目数量同比增长了88%。新内容旨在让这个流媒体平台摆脱对其他制片方授权的综艺和电影的依赖——然而许多订阅者观看最多的还是这些老内容。

《洛杉矶时报》(Los Angeles Times)通过一次全新的独立调查测量了奈飞公司原创内容的增长,它对平台上新发布的综艺和电影进行了计数。调查印证了高盛公司(Goldman Sachs)之前的预测:奈飞今年可能会在节目上投入多达130亿美元,而不是他们之前公布的预测值80亿美元(这一差异也可能是会计计算导致的)。根据《时代》(Times)在奈飞公司首席内容官泰德·萨兰多斯最近出席的一次会议上的报道,该公司2017年在内容上的花费为63亿美元,其中85%都投入了原创内容。

尽管数据之外的一些信息表明,大部分观众在使用奈飞的多数时间里,观看的都是非公司原创的内容。研究公司7Park Data发现超过80%的奈飞数据流都是授权内容——也就是《办公室风云》(The Office)或《无耻家庭》(Shameless)等其他公司制作的内容。有42%的订阅者不看或几乎不看奈飞的原创内容。

然而,这个数据收集自2017年第一季度,当时奈飞的内容战略仍处于倾斜升温阶段。萨兰多斯在最近出席的大会上似乎确实承认了平台上授权内容的观看时长仍然多于原创内容。但即使在去年年初,观众对原创内容的需求也已经出现飙升,2016年原创内容的数据流只占12%。

至于如何解读这些数据,也存在着争议。某制片厂高管对《时代》表示,尽管奈飞用户大部分时间都在观看授权内容,“但推动订阅量增加的却是原创内容。” 萨兰多斯辩解道,老牌综艺节目的观看数更多,只是因为它们的集数更多。与此同时,奈飞从未公布过观众行为的数据,并认为外界的分析难免有欠缺之处。

未来几年里,原创内容的吸引力将对奈飞起到决定性的作用。如今流媒体服务的市场证实了其前提:传统制片方已经推出了自己的平台,并开始撤回对奈飞的授权许可。其中最值得一提的就是迪士尼(Disney),他们与奈飞的许多协议将在2019年终止。(财富中文网)

译者:严匡正 

has released 88% more original programming so far this year than it did during the same span in 2017. The surge in new content is aimed at weaning the streaming platform from shows and movies licensed from other producers—but that old content may be what many subscribers watch the most.

The growth of original content on was measured in a new, independent survey by the Los Angeles Times, which tallied the number of new shows and movies released on the platform. It lends credence to previous projections by Goldman Sachs that could spend as much as $13 billion on programming this year instead of the $8 billion the company had publicly projected (that discrepancy may also be a matter of accounting). spent $6.3 billion on content in 2017, and about 85% of that spending goes to originals, according to the Times report of a recent conference appearance by Chief Content Officer Ted Sarandos.

Some outside data, though, suggests most viewers spend the bulk of their time watching programming didn’t make itself. Research firm 7Park Data found that more than 80% of streams were for licensed content—that is, shows like The Office or Shameless that originally aired elsewhere. Forty-two percent of subscribers watched little or no original content.

However, that data was gathered way back in the first quarter of 2017, when ’s content strategy was still ramping up. Sarandos, in his recent conference appearance, did seem to confirm that licensed content is still viewed more than original content on the platform. But even early last year, demand for original content had already jumped, growing from 12% of streams in 2016.

It’s also debatable exactly how such numbers should be interpreted. One studio executive opined to the Times that while most viewer time is spent on licensed content, “it’s the originals that drive subscriptions.” Sarandos has argued that older TV shows get higher volume simply because of the depth of their back catalog of episodes. At the same time, has never released its own data on viewer behavior, and argues that outside analysis is inevitably imperfect.

The drawing power of original content will play a decisive role in the story over the next few years. Now that the streaming service has proven its premise, legacy players are launching their own platforms—and pulling their licensing deals with . That includes, most notably, Disney, whose various deals with start sunsetting in 2019.

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