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Netflix或于“流媒体大战”中落败,原因有三

Netflix或于“流媒体大战”中落败,原因有三

JONATHAN VANIAN 2022-02-11
第一季度预计新增250万用户,远低于分析师此前预计的590万。

Netflix曾经是在线视频巨头,但风光已不再。从其目前的发展趋势来看,很可能会在所谓的“流媒体大战”中一败涂地。

投资银行尼德汉姆(Needham & Company)对504名美国Netflix用户进行了一项问卷调查,并基于调查结果在本周一发布了分析报告,揭示了Netflix面临的最严峻挑战。报告称,尚不确定Netflix是否能匹敌迪士尼、苹果、派拉蒙(Paramount)以及NBC环球旗下的流媒体服务商孔雀(Peacock)等竞争对手。

今年1月,有媒体报告称,Netflix的业界领军地位已遭削弱。随后Netflix的股价下跌了近20%。该公司表示,第一季度预计新增250万用户,远低于分析师此前预计的590万。Netflix还表示,最近一个季度只新增了830万用户,而非早先预测的850万。

Netflix联合首席执行官里德•黑斯廷斯(Reed Hastings)在与分析师的电话财报会议中坦言道,“目前公司面临的竞争比以往任何时候都要激烈。”不过他也表示,流媒体视频的市场规模“非常可观”,公司稳定地执行着管理,且业绩逐步攀升。

Netflix未第一时间回复《财富》杂志,未作任何评论。

根据尼德汉姆的分析,以下是Netflix必须克服的一些问题。

订阅者满意度日渐下滑

Netflix的订阅者对其提供的服务并不是非常感兴趣。31%的受访者表示,“对Netflix的内容不如一年前满意”,尼德汉姆的分析师表示,今年许多人可能会取消Netflix的订阅服务。

报告作者表示,消费者可能更愿意订阅其他视频服务,因为其包含更多新冠疫情期间Netflix上看不到的内容。另外,其他流媒体服务商也提供较低级别的订阅方案,通常比Netflix更便宜。对那些不满意Netflix的用户来说,这可能更有吸引力。

定价策略尚存在缺陷

报告称,Netflix所有级别的订阅服务,用户可访问的内容都是相同的。其订阅服务的分级依据是基于单一用户使用服务的设备数量,以及其他技术因素。因此,这种定价模式暴露了其“竞争劣势”。

然而,Netflix的几个竞争对手,都提供免费和较低级别的流媒体订阅服务,某些内容需要付费访问,或者需观看广告来降低付费额度。报告作者称,事实表明,Netflix的竞争对手们采用这种定价策略是正确的。报告还援引了Discovery+的数据,其透露,“带精简广告的订阅服务每月带来的收入比无广告会员订阅服务要多。”

价格上涨使人望而却步

今年1月,Netflix宣布将每月订阅费用上调1 ~ 2美元。尼德汉姆的报告称,41%的受访者表示,由于Netflix决定提价,他们“更倾向于在2022年结束订阅”。(188金宝搏 下载)

Netflix曾经是在线视频巨头,但风光已不再。从其目前的发展趋势来看,很可能会在所谓的“流媒体大战”中一败涂地。

投资银行尼德汉姆(Needham & Company)对504名美国Netflix用户进行了一项问卷调查,并基于调查结果在本周一发布了分析报告,揭示了Netflix面临的最严峻挑战。报告称,尚不确定Netflix是否能匹敌迪士尼、苹果、派拉蒙(Paramount)以及NBC环球旗下的流媒体服务商孔雀(Peacock)等竞争对手。

今年1月,有媒体报告称,Netflix的业界领军地位已遭削弱。随后Netflix的股价下跌了近20%。该公司表示,第一季度预计新增250万用户,远低于分析师此前预计的590万。Netflix还表示,最近一个季度只新增了830万用户,而非早先预测的850万。

Netflix联合首席执行官里德•黑斯廷斯(Reed Hastings)在与分析师的电话财报会议中坦言道,“目前公司面临的竞争比以往任何时候都要激烈。”不过他也表示,流媒体视频的市场规模“非常可观”,公司稳定地执行着管理,且业绩逐步攀升。

Netflix未第一时间回复《财富》杂志,未作任何评论。

根据尼德汉姆的分析,以下是Netflix必须克服的一些问题。

订阅者满意度日渐下滑

Netflix的订阅者对其提供的服务并不是非常感兴趣。31%的受访者表示,“对Netflix的内容不如一年前满意”,尼德汉姆的分析师表示,今年许多人可能会取消Netflix的订阅服务。

报告作者表示,消费者可能更愿意订阅其他视频服务,因为其包含更多新冠疫情期间Netflix上看不到的内容。另外,其他流媒体服务商也提供较低级别的订阅方案,通常比Netflix更便宜。对那些不满意Netflix的用户来说,这可能更有吸引力。

定价策略尚存在缺陷

报告称,Netflix所有级别的订阅服务,用户可访问的内容都是相同的。其订阅服务的分级依据是基于单一用户使用服务的设备数量,以及其他技术因素。因此,这种定价模式暴露了其“竞争劣势”。

然而,Netflix的几个竞争对手,都提供免费和较低级别的流媒体订阅服务,某些内容需要付费访问,或者需观看广告来降低付费额度。报告作者称,事实表明,Netflix的竞争对手们采用这种定价策略是正确的。报告还援引了Discovery+的数据,其透露,“带精简广告的订阅服务每月带来的收入比无广告会员订阅服务要多。”

价格上涨使人望而却步

今年1月,Netflix宣布将每月订阅费用上调1 ~ 2美元。尼德汉姆的报告称,41%的受访者表示,由于Netflix决定提价,他们“更倾向于在2022年结束订阅”。(188金宝搏 下载)

Netflix is no longer the online video titan it once was and, based on its current trajectory, is likely to lose the so-called streaming wars.

That’s according to a Needham & Company analyst report published on Monday that’s skeptical of the company’s chances to fend off rivals like Disney, Apple, Peacock, and Paramount. The analyst note, based on a survey of 504 U.S.-based Netflix subscribers, revealed the biggest challenges.

In January, Netflix shares dropped nearly 20% after it reported weak guidance. The company said it expected to add 2.5 million customers in its first quarter, far short of the 5.9 million that analysts had projected. It also said that it only added 8.3 million subscribers in its most recent quarter instead of the 8.5 million it originally forecast for.

Netflix Co-CEO Reed Hastings acknowledged during an earnings call with analysts that “there’s more competition than there’s ever been.” However, he said that the streaming video market size is “very large,” and that the company’s execution is steady and getting better.”

Netflix did not immediately respond to Fortune for comment.

Here’s some of the problems that Netflix must overcome, according to the Needham analysts.

Netflix subscribers are increasingly unhappy

Netflix subscribers aren't as enthusiastic about the service. Thirty-one percent of respondents said they were “less happy with Netflix content than 1 year ago," the survey found, in what the Needham analysts said is a sign that many may cancel their Netflix subscriptions this year.

The authors said that consumers may be more willing to subscribe to other video services because those have more content that they haven’t already watched on Netflix during the COVID-19 pandemic. Other streaming services also offer lower-tier subscription plans that are often cheaper than Netflix, and that could be more attractive to the company’s unhappy customers.

Netflix’s pricing strategy is flawed

Netflix’s pricing model represents a “competitive disadvantage” because each of its subscription tiers includes the same library of shows, the report said. Instead, the company's tiers are based on the number of devices that people use to access the service, and other technical features.

Several rival streaming services, however, have free and lower-tier subscription plans that offer viewers limited access to some content or require customers to watch ads in exchange for paying less. This pricing strategy has proven successful for rivals, the authors claim, citing Discovery+, which disclosed “that it's ad-lite tier generates more revenue each month than its ad-free tier.”

Price hikes turn off subscribers

The report said that 41% of survey respondents said they are “more likely to churn in 2022” because of Netflix’s recent decision to raise its monthly subscription prices. Netflix announced the price hikes of $1 to $2 more per month in January.

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