I-Dynamic Evolution yoQeqesho iyaqhubeka

kumabonakude

Njengokuba iindlela zentengiso yedijithali zisanda kunye nokuziphatha okubi, iinkampani zifaka imali ethe kratya kwintengiso zikamabonwakude ukufikelela kubabukeli abachitha iiyure ezingama-22-36 bebukele umabonwakude veki nganye.

Ngaphandle kwento enokuthi ishishini lentengiso lingakhokelele ekubeni sikholwe kule minyaka imbalwa idlulileyo icacisa ukwehla komabonwakude njengoko sazi, intengiso kamabonwakude isaphila, kwaye ivelisa iziphumo eziqinisekileyo. Kutshanje Isifundo sokwabelana ngeMarike Uhlalutyo lwentengiso kwimizi-mveliso kunye nakumajelo eendaba afana nomabonwakude, umboniso okwi-Intanethi, ukukhangela okuhlawulelweyo, ukuprinta kunye nentengiso kanomathotholo, iMarketShare ifumanise ukuba umabonwakude unezona zixhobo ziphumelelayo ekufezekiseni izalathi zentsebenzo eziphambili, okanye ii-KPI, njengokuthengisa kunye neeakhawunti ezintsha. Xa uthelekisa intsebenzo kumanqanaba enkcitho afanayo, umabonwakude ulinganise amaxesha amane ekuphakanyisweni kwentengiso yedijithali.

Ngapha koko, i-2016 inokuphelela ekubeni yeyona minyaka inenzuzo kakhulu kwezentengiso zeTV, enkosi kwinxalenye ye-Super Bowl 50-ebeka inqanaba nge- $ 4.8 yezigidi, ukuthengisa ngemizuzwana engama-30. Ngoku ka Ubudala beNtengiso, Inkcitho yentengiso iyonke kwintengiso kwi-Super Bowl ukusukela ngo-1967 ukuya ku-2016 (kwaye uhlengahlengiso lwentengo yemali) yayiyi- $ 5.9 yezigidigidi.

Isabelo se-Super Bowl 50 esiqikelelweyo sosasazo lwentengiso ye-US kwinethiwekhi ye-2016%, iphindwe kabini inqanaba ngo-2.4 (2010%), izihlandlo ezine ngonyaka ka-1.2 (1995%), kunye namaxesha amathandathu kwinqanaba ngo-0.6 (1990% ). Umdlalo omkhulu ulandele ekhondweni lesine elinamandla kakhulu kwinkcitho yeentengiso zeTV, ethi, Isalathiso semithombo yeendaba eseMgangathweni, Inkcitho kumabonwakude iyonke inyuke ngepesenti ezisi-9 ekupheleni kuka-2015. U-Okthobha u-2015 wayeyeyona nyanga ipapashiweyo yokusasaza ukusukela ngeyoMqungu ka-2014 -kwakhona esinye isibonakaliso sesibhengezo sokuqhubeka nokukhula kwamandla entengiso yeTV.

Akukho kunjalo, akukho nto iphikayo ukuba endaweni yokwehla kweTV, incoko kufuneka iphindwe yenziwe endaweni yokuba sijamelene nokuvela okuqhubekayo kweTV kunye nababukeli-njengoko kunjalo ngobomi. Ngaphandle kwezikrini ezahlukeneyo kunye neendlela zokuhambisa ezifumanekayo, ababukeli basakonwabela ukubukela umabonwakude-kunye neentengiso ezihamba nayo. Ngokutsho kweThe Wall Street Journal Ukuba ucinga ukuba iTV ifile, mhlawumbi ulinganisa into engeyiyo, Abantu abadala bayo yonke iminyaka bachitha ixesha elininzi kunye neTV kunalo naliphi na iqonga. Icaphula imilinganiselo yeNielsen, eli nqaku libonisa ukuba abantu abadala bachitha malunga neeyure ezingama-36 ngeveki bebukele iTV, ngelixa bechitha iiyure ezisixhenxe kwii-smartphones zabo. Kubantwana abaneminyaka eyi-18-34 ubudala, phantse iiyure ezingama-22 zichithwa kubukelwa iTV ngelixa iiyure ezili-10 zichithwa kwii-smartphones.

Xa zidityanisiwe, la manani kunye nezinto eziyinyani zipeyinta imeko yentengiso yeTV enamandla, esebenzayo nenenzuzo ngokucacileyo. Kwaye ngelixa eliphakathi kudala lihlanjwa ngenxa yokuba ezibizayo -Ibango elikhulile njengamaxabiso asezantsi edijithali angene emfanekisweni-sibonile ukuvuseleleka komdla kumabonwakude kwiindidi ezininzi zabathengisi. Ke ngelixa ibhanile kunye nokubonisa iintengiso kunokuba kubiza kakhulu ukuyila kunye nokupapasha, umndilili wokucofa intengiso kuzo zonke iifomathi kunye nokubekwa isezantsi kakhulu iipesenti ezi-0.06. Kwakhona, iipesenti ezingama-54 zabasebenzisi abazi nqakrazi kwizibhengezo zentengiso kuba bengazithembi, kwaye abaneminyaka eli-18 ukuya kwengama-34 ubudala banamathuba amaninzi okungahoyi iintengiso ezikwi-Intanethi, ezinjengeebhanile kunye nezo zosasazo zasekuhlaleni kunye neinjini zokukhangela, xa kuthelekiswa nomabonakude wendabuko, unomathotholo kunye nentengiso.

I-TV njengesiqhelo semveli isabalulekile. Xa siqhuba ishedyuli enzima yeTV, sibona ukunyuka kwintengiso kunye nokwazisa ngemveliso. Kufuneka sisebenzise iiveki ezimbini zedijithali ukuze sifikelele kusuku olunye losasazo, u-Rich Lehrfeld, intengiso ephezulu ye-VP-yehlabathi kunye nonxibelelwano American Express

Ngoku, nangona intengiso kumabonakude isenza umsebenzi omkhulu wokubamba eyayo, loo nto ayithethi ukuba ayidlali kakuhle nezinye, iindlela ezininzi “zenyonga” kunye neendlela zangoku zentengiso kwaye ufuna iphulo le-omni-channel ukuze uzalisekise kusebenza kuwo onke amaqonga. Ke ngoku isekukudlalela iinkampani kumacandelo amaninzi oshishino, iTV idibanisa kakuhle kwaye iphakamisa iinzame zentengiso kuwo onke amanye amajelo anjengevidiyo ekwi-Intanethi, iintengiso zenkqubo, ezentlalo, ezeselfowuni, njalo njalo.

Njengeqonga le-agnostic yesixhobo, umzekelo, umabonwakude unika abathengisi ithuba lokuphakamisa umxholo ongaphezulu (okt, i-OTT ibhekisa kunikezelo lweaudiyo, ividiyo, kunye neminye imithombo yeendaba kwi-Intanethi ngaphandle kokubandakanyeka kwinkqubo yomqhubi yeenkqubo ezininzi. Ukulawula okanye ukuhambisa umxholo) kunye namanye amathuba okufikelela kubaphulaphuli kuwo onke amaqonga ahlukeneyo (umzekelo, intambo, inethiwekhi, kunye nabazimeleyo abanjengoNetflix kunye neHulu).

Iphulo langoku likamongameli bubungqina kumandla kamabonwakude njengomyalezo kunye nendlela yokuhanjiswa komxholo. NgokukaNielsen, abantu abadala abavotayo bachitha i-avareji yemizuzu engama-447 ngemini bebukele umabonwakude, imizuzu eli-162 bemamele unomathotholo, kunye nemizuzu eli-14 nemizuzu engama-25 bejonga ividiyo kwiifowuni nakwiitafile zabo (ngokulandelelana).

Ngokwengxelo yeNew York Times uDerek Willis, akukho nto iya kususa umabonwakude njengeyona ndawo iphambili yesicwangciso sobuchule semithombo yeendaba ngo-2016.

Abantu abadala ababukele umabonwakude bachitha umyinge weeyure eziyi-7.5 ngosuku phambi kweseti ngexesha leenyanga ezintathu zokuqala zika- [2015]… ixesha elingaphezulu lee kunelo lichithwa ngabantu kwiikhompyuter zabo, ii-smartphones, kunye neetafile. Kwaye abantu abadala baseMelika- phakathi kwabavoti abathembekileyo- babukela ngakumbi umabonwakude kunabalingane babo abancinci. Kutheni iThelevishini isenguKumkani ngokuSebenzisa uMkhankaso.

Akunakuphikwa ukuba i-TV iselolona tyalo mali luphambili ngaphandle kodwa usadinga ukudibanisa iphulo kwamanye amaqonga (iwebhu, intlalontle, iselfowuni, njlnjl.) -Kukuba impendulo ayisoloko iveliswa ngokuthe ngqo kwiTV-kodwa ngo usebenzisa okuqinileyo kubahlalutyi ungayibona ngokulula ifayile ye- Isiphumo se-halo ukuba umabonwakude unalo lonke iphulo. Ngelixa izixhobo zisanda kwaye imeko yemithombo yeendaba iya isiba ngokuxinana, ezo yure ezingama-36 zichithwa ngabantu abadala bebukele umabonakude ngeveki (kunye neeyure ezingama-22 zeminyaka eliwaka), musa ukuxoka- kwaye akunayo nembuyekezo kutyalo-mali abathengisi bayaqhubeka nokuvuna kutyalo-mali lwabo kwimidiya kunye nokuyila.

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