佰伍 personal page - To The Moon

佰伍

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2024-01-14

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2024-01-12

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2024-01-11

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2024-01-10

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2024-01-09

🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐯🐮🐮🐮🐮🐮🐮🐮🐮🐮🐮🐮🐮🐮🐮🐮🐮🐮

2024-01-08

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2023-11-01

👍👍👍👍👍👍👍👍

2022-11-02

$大华银行(U11.SI)$[惊讶]

2022-11-02

👍

Sorry, the original content has been removed

2022-10-31

👍

Sorry, the original content has been removed

2022-10-31

👍

Netflix wants to land

2022-10-29

💪💪💪💪

2022-07-05

$苹果(AAPL)$ohhhhh.......no

2022-07-02

$苹果(AAPL)$😷

2022-07-02

$华侨银行(O39.SI)$😲

2022-07-01

$苹果(AAPL)$😔

2022-07-01

$新加坡航空公司(C6L.SI)$ohh...

2022-06-30

$虎豹企业(H02.SI)$???

2022-06-30

$苹果(AAPL)$🙄

2022-06-29

$苹果(AAPL)$😭

Go to Tiger App to see more news

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14:40","market":"us","language":"zh","title":"Netflix wants to land","url":"https://stock-news.laohu8.com/highlight/detail?id=2279642872","media":"中国企业家","summary":"奈飞的巅峰时刻，似乎调整得有点快。去年，是奈飞上市的第19年，奈飞在这一年的全球付费订阅用户数突破2.2亿，营收高达300亿美元。截至年底，奈飞股价迎来高点，达到700.99元/股。一年不到，奈飞就迎","content":"<p><html><head></head><body><a href=\"https://laohu8.com/S/NFLX\">Netflix</a>At the peak moment, it seems that the adjustment is a bit fast.</p><p>Last year was the 19th year of Netflix's listing. In this year, Netflix's global paid subscribers exceeded 220 million, and its revenue reached US $30 billion. As of the end of the year, Netflix's stock price reached a high point, reaching 700.99 yuan per share.</p><p>In less than a year, Netflix ushered in a turning point.</p><p>In the first two quarters of this year, Netflix was plagued by negative news such as user loss and layoffs, and the company's market value evaporated by more than 200 billion US dollars. According to the latest statistics, Netflix's stock price has fallen 55% compared with a year ago.</p><p><img src=\"https://static.tigerbbs.com/84332cc3a7b3386758d0d5fcb9c1985b\" tg-width=\"840\" tg-height=\"470\" width=\"100%\" height=\"auto\"/></p><p>There are various signs that 2022 will become a turning point for Netflix. This company, which is regarded as an \"benchmark in the industry\", is stepping down from the altar, standing in the same camp as domestic long video platforms, and embarking on the route of \"streaming media + advertising\".</p><p>Zhang Yi, founder of iiMedia Consulting, told \"Chinese Entrepreneur\": \"After Netflix's user growth reached the ceiling in recent years, it is certain to develop diversified business models, such as games and advertising businesses.\"</p><p>\"When new business opportunities are discovered, they will increase the stakes and invest fully.\" This is the favorite way of Netflix founder and CEO Hastings.</p><p><b>Overthrow the character design and start advertising</b></p><p>\"Thank God, we finally got rid of the quarterly decline and are back on the track of positive development.\" Hastings said at the third-quarter earnings conference. The total duration of this meeting was 42 minutes. One of the highlights was that it took executives nearly 15 minutes to answer questions related to \"advertising revenue\".</p><p>According to Netflix's financial report for the third quarter of 2022, Netflix's revenue reached US $7.926 billion, a year-on-year increase of 5.9%, higher than market expectations of US $7.85 billion; Net profit was US $1.398 billion, down 3.5% year-on-year, higher than market expectations; The net increase in users worldwide was 2.41 million, which was also higher than market expectations. After the financial report was released, on October 19, Netflix's U.S. stock market rose 13% before the market opened.</p><p>In response to the increase in the number of subscribers in the third quarterly report, Netflix emphasized that the growth of subscribers this time is inseparable from the strong content in the third quarter. During the reporting period, Netflix launched high-quality dramas such as \"Stranger Things 4\" and \"Monsters: Jeff Redamo\", among which \"Stranger Things 4\" created 1.35 billion hours of broadcast.</p><p>Just before Netflix released its third quarterly report, the company had just experienced a period of \"water reversal\". In the first quarter of 2022, Netflix suffered the loss of subscribers for the first time, with a total reduction of about 200,000 subscribers, and its stock price plummeted by 35%; The second quarter was even more serious, with the loss of 970,000 subscribers.</p><p>Netflix also said in a letter to investors in the second quarter: \"Increasing revenue and increasing the number of members are the company's biggest challenges at present.\"</p><p>Netflix tried to reverse the situation through a price increase strategy, but the results were not satisfactory.</p><p>In 2014, Netflix raised prices for the first time, stipulating that the relevant basic package would increase from US $7.99 to US $9.99. Old users began to pay the new price in May 2016. However, in the second quarter of 2016, affected by the expiration of the \"non-grandfather clause\" of the basic package price increase in 2014, the company's new streaming media users hit the lowest value in two years, and the company's after-hours share price plummeted by 16%.</p><p>Therefore, it is unrealistic for Netflix to increase revenue and the number of members by raising prices. According to<a href=\"https://laohu8.com/S/NYT\">The New York Times</a>\"It was reported a few days ago that Netflix has informed internal employees that the company is planning to launch a low-priced subscription service with advertisements while curbing the behavior of sharing accounts.</p><p>In a meeting in early March this year,<a href=\"https://laohu8.com/S/MS\">Morgan Stanley</a>A research director told Netflix CFO Spencer Neumann, \"I have to ask you about advertising, otherwise I can't get out of here alive.\" At the time, when asked if Netflix would change its long-standing stance of advertising-free, Spencer Neumann said, \"Don't say it will never happen.\"</p><p>Netflix's plan was implemented early, beyond everyone's imagination. Recently, Netflix announced the official implementation date of the advertising subscription service. Starting from November 1st, the package will be launched in Canada and Mexico in advance, and then in Australia, Brazil, France, Germany, Italy, Japan, South Korea, the United Kingdom and the United States on November 3rd.</p><p>It is reported that the subscription service with advertisements costs $6.99 per month, which is $3 cheaper than the current lowest package. Packages will include an average of four to five minutes of advertising per hour, and users will not be able to download content to watch offline. Each ad is 15 or 30 seconds long, interspersed before and during the broadcast, and Netflix will screen the ad content.</p><p>At present, this feature has not been launched yet, but Netflix has been spit out by advertisers. A buyer who saw the company's presentation said the company's requested CPM (cost per thousand people) is more than $60, while rivals HBO Max and NBCUniversal's streaming platform Peacock have both cut prices, both to less than $50. In addition, Netflix also requires each advertiser to pay a commitment fee of $2,000.</p><p>Some buyers said that Netflix did not operate advertisements in the past, and it launched an advertising model for the first time, but it was extremely harsh on the selection of advertisers. For example, \"only accepting big brands and listening to their own way of advertising\" is not selling services, but asking demands.</p><p>However, Netflix executives speculate that the low-priced subscription plan with advertisements will help Netflix reduce user churn, but the core way to reduce user churn is still to \"please users\" through works. At the same time, the company expects to spend $17 billion on content this year.</p><p><b>Mining stock value</b></p><p>Now, Netflix not only needs to find more potential users, but also does its \"homework\" on the existing more than 200 million paying customers.</p><p>At present, Netflix's tentacles have reached more than 190 regions around the world, with about 223 million paid members, but at present, Asia-Pacific is still the key region for the company's user growth. According to the third quarter financial report, Netflix added 1.43 million new users in the Asia-Pacific region, accounting for about 59% of the total number of new users; Followed by the European, Middle East and African markets, with 570,000 new users; Then came the Latin American market, with an increase of 310,000; Finally, there is the North American market, which added 100,000.</p><p><img src=\"https://static.tigerbbs.com/a55d5a50f1837c25df1006541d44d421\" tg-width=\"720\" tg-height=\"418\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"/></p><p>In September last year, Netflix produced the Korean drama \"Squid Game\", which swept the world in popularity and continued to dominate the charts in many countries and regions for several weeks, bringing 4.38 million new subscribers to Netflix in the third quarter of last year. At present, South Korea, under the leadership of Kim Minying (content director of Netflix Asia Pacific), is still an indispensable content investment market for Netflix. This year, Netflix plans to continue to release 25 Korean film and television dramas, including movies, online dramas and variety reality shows.</p><p>However, the production of word-of-mouth explosive products can be met but not sought.</p><p>A typical example is that \"House of Cards\" was very popular back then, and then Netflix spent a huge sum of US $90 million to produce the Oriental epic original drama \"Kyle Polo\" in an attempt to replicate the success of \"House of Cards\". But the play finally encountered market waterloo.</p><p>In Zhang Yi's view, the popularity of \"Squid Game\" has only boosted the growth of users in the Asia-Pacific region in the short term. The growth of users and the growth of revenue and profits brought by a drama is unsustainable. Ultimately, it depends on more explosions. The works lengthen the cycle.</p><p>Netflix also mentioned in its third-quarter financial report: \"Our competitors are investing heavily to drive subscriber engagement, but it is difficult to build a large, successful streaming business.\"</p><p>Netflix's competitors include Disney +, Discovery's HBO, etc. Their decades of content experience accumulation and capital reserves, as well as their IP resources, constitute their moat to consolidate their market position.</p><p>Netflix is trying to find new business opportunities-deeply cultivating IP to tap more commercial value, using games as film and television derivatives, forming a more diversified payment system, and developing \"film-game linkage\" as a breakthrough point for performance growth.</p><p>In fact, since July 2021, Netflix has been interested in exploring the game field and has begun to make moves one after another. On September 26th this year, Netflix opened a game development studio in Helsinki, Finland, which is its first self-built studio. Prior to this, Netflix had successively acquired three game studios. Currently, Netflix has a total of 35 games, and plans to launch 50 games by the end of this year.</p><p>Hu Qimu, chief researcher of the Digital Economy Think Tank, told \"Chinese Entrepreneur\": \"Although Netflix may not rely on games to make profits at first, if it cultivates users' habits of using the platform, the platform can be used as a circle, and then add videos, music and other services, making it easier to expand the platform business ecology.\"</p><p>According to Morgan Stanley analyst Benjamin Swinburne, considering the potential of video games, Netflix is expected to seize the next $200 billion global consumer market opportunity.</p><p>Netflix, which has more than 200 million users around the world, can open up the imagination of content tracks such as games in addition to deeply cultivating the long video content track?</p><p>Zhang Yi said: \"There has never been a shortage of competitors in the streaming media market. Netflix users may also be Disney + users, and users are not very loyal to the platform. Content is always the best way to capture users. In a sense, Netflix's biggest competitor is not Disney +, nor Discovery's HBO, but itself.\"</p><p><b>Netflix seeks next golden decade</b></p><p>August 29 this year marks the 25th anniversary of the establishment of Netflix. After 25 years of development, Netflix has grown from a small company that rents DVDs by mail to a leading streaming media company in the world.</p><p>In the past 25 years, Netflix has mainly gone through four questionable stages of development.</p><p>Stage 1: From the initial postal delivery of DVD to the transformation into streaming media. At that time, Pepsida rejected Reed Hastings' request to buy Netflix for $50 million;</p><p>Stage 2: From broadcasting old content on the Internet to creating new content through external production companies, such as House of Cards, which was popular all over the world in 2013;</p><p>Stage 3: From external authorization to the establishment of one's own production company, a large number of award-winning films and TV programs have been produced, such as Stranger Things, Banknote House, etc.;</p><p>Stage 4: From the United States to all parts of the world, it has become a global entertainment giant company with operations in 190 countries;</p><p>\"In recent years, in the face of fierce competition in streaming media, Netflix has proved several core competitiveness to the market.\"<a href=\"https://laohu8.com/S/00700\">Tencent</a>Shen Shaofeng, former deputy general manager of the film industry, told Chinese Entrepreneur. \"The first competitiveness is the business model from the earliest DVD rental to film production, which can achieve profitability and a higher market value than domestic companies, which is itself a manifestation of value spillover under the principle of energy conservation; The second is Netflix's continuous deep cultivation of operations and content marketing, through its cinematch recommendation algorithm's ability to continuously innovate; The third is the systematic integration of technology, capital and culture behind the company, and the CEO's advanced cognitive level.\"</p><p>Netflix's successful transformations in the past four times are closely related to the founder.</p><p>Hastings has always attached great importance to the innovative spirit of enterprises. He wrote the widely circulated \"Netflix Culture Handbook\". This book is famous for \"freedom and responsibility\" and is also a symbol of the company's cultural achievements.</p><p>In 2018, in a survey conducted by Hired.com, a tech talent marketplace, Netflix was named the company employees most want to work for, beating<a href=\"https://laohu8.com/S/GOOG\">Google</a>、<a href=\"https://laohu8.com/S/TSLA\">Tesla</a>And<a href=\"https://laohu8.com/S/AAPL\">Apple</a>, becoming an enterprise highly sought after by employees.</p><p>At present, it is unknown whether Netflix can achieve greater glory. But in the past 25 years, whenever Netflix's first growth curve reached its peak, Hastings was always able to predict corporate crises, make timely adjustments, and launch innovative strategies such as the second growth curve.</p><p>There is a passage in \"The Innovator's Dilemma\": Those managers who manage well and pursue technological innovation have not caused their enterprises to lose market share because of market changes and technological changes.</p><p>For Hastings, can he lead Netflix to continue its past success?</p><p></body></html></p>","source":"sina_symbol","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Netflix wants to land</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nNetflix wants to land\n</h2>\n<h4 class=\"meta\">\n<p class=\"head\">\n<strong class=\"h-name small\">中国企业家</strong><span class=\"h-time small\">2022-10-31 14:40</span>\n</p>\n</h4>\n</header>\n<article>\n<p><html><head></head><body><a href=\"https://laohu8.com/S/NFLX\">Netflix</a>At the peak moment, it seems that the adjustment is a bit fast.</p><p>Last year was the 19th year of Netflix's listing. In this year, Netflix's global paid subscribers exceeded 220 million, and its revenue reached US $30 billion. As of the end of the year, Netflix's stock price reached a high point, reaching 700.99 yuan per share.</p><p>In less than a year, Netflix ushered in a turning point.</p><p>In the first two quarters of this year, Netflix was plagued by negative news such as user loss and layoffs, and the company's market value evaporated by more than 200 billion US dollars. According to the latest statistics, Netflix's stock price has fallen 55% compared with a year ago.</p><p><img src=\"https://static.tigerbbs.com/84332cc3a7b3386758d0d5fcb9c1985b\" tg-width=\"840\" tg-height=\"470\" width=\"100%\" height=\"auto\"/></p><p>There are various signs that 2022 will become a turning point for Netflix. This company, which is regarded as an \"benchmark in the industry\", is stepping down from the altar, standing in the same camp as domestic long video platforms, and embarking on the route of \"streaming media + advertising\".</p><p>Zhang Yi, founder of iiMedia Consulting, told \"Chinese Entrepreneur\": \"After Netflix's user growth reached the ceiling in recent years, it is certain to develop diversified business models, such as games and advertising businesses.\"</p><p>\"When new business opportunities are discovered, they will increase the stakes and invest fully.\" This is the favorite way of Netflix founder and CEO Hastings.</p><p><b>Overthrow the character design and start advertising</b></p><p>\"Thank God, we finally got rid of the quarterly decline and are back on the track of positive development.\" Hastings said at the third-quarter earnings conference. The total duration of this meeting was 42 minutes. One of the highlights was that it took executives nearly 15 minutes to answer questions related to \"advertising revenue\".</p><p>According to Netflix's financial report for the third quarter of 2022, Netflix's revenue reached US $7.926 billion, a year-on-year increase of 5.9%, higher than market expectations of US $7.85 billion; Net profit was US $1.398 billion, down 3.5% year-on-year, higher than market expectations; The net increase in users worldwide was 2.41 million, which was also higher than market expectations. After the financial report was released, on October 19, Netflix's U.S. stock market rose 13% before the market opened.</p><p>In response to the increase in the number of subscribers in the third quarterly report, Netflix emphasized that the growth of subscribers this time is inseparable from the strong content in the third quarter. During the reporting period, Netflix launched high-quality dramas such as \"Stranger Things 4\" and \"Monsters: Jeff Redamo\", among which \"Stranger Things 4\" created 1.35 billion hours of broadcast.</p><p>Just before Netflix released its third quarterly report, the company had just experienced a period of \"water reversal\". In the first quarter of 2022, Netflix suffered the loss of subscribers for the first time, with a total reduction of about 200,000 subscribers, and its stock price plummeted by 35%; The second quarter was even more serious, with the loss of 970,000 subscribers.</p><p>Netflix also said in a letter to investors in the second quarter: \"Increasing revenue and increasing the number of members are the company's biggest challenges at present.\"</p><p>Netflix tried to reverse the situation through a price increase strategy, but the results were not satisfactory.</p><p>In 2014, Netflix raised prices for the first time, stipulating that the relevant basic package would increase from US $7.99 to US $9.99. Old users began to pay the new price in May 2016. However, in the second quarter of 2016, affected by the expiration of the \"non-grandfather clause\" of the basic package price increase in 2014, the company's new streaming media users hit the lowest value in two years, and the company's after-hours share price plummeted by 16%.</p><p>Therefore, it is unrealistic for Netflix to increase revenue and the number of members by raising prices. According to<a href=\"https://laohu8.com/S/NYT\">The New York Times</a>\"It was reported a few days ago that Netflix has informed internal employees that the company is planning to launch a low-priced subscription service with advertisements while curbing the behavior of sharing accounts.</p><p>In a meeting in early March this year,<a href=\"https://laohu8.com/S/MS\">Morgan Stanley</a>A research director told Netflix CFO Spencer Neumann, \"I have to ask you about advertising, otherwise I can't get out of here alive.\" At the time, when asked if Netflix would change its long-standing stance of advertising-free, Spencer Neumann said, \"Don't say it will never happen.\"</p><p>Netflix's plan was implemented early, beyond everyone's imagination. Recently, Netflix announced the official implementation date of the advertising subscription service. Starting from November 1st, the package will be launched in Canada and Mexico in advance, and then in Australia, Brazil, France, Germany, Italy, Japan, South Korea, the United Kingdom and the United States on November 3rd.</p><p>It is reported that the subscription service with advertisements costs $6.99 per month, which is $3 cheaper than the current lowest package. Packages will include an average of four to five minutes of advertising per hour, and users will not be able to download content to watch offline. Each ad is 15 or 30 seconds long, interspersed before and during the broadcast, and Netflix will screen the ad content.</p><p>At present, this feature has not been launched yet, but Netflix has been spit out by advertisers. A buyer who saw the company's presentation said the company's requested CPM (cost per thousand people) is more than $60, while rivals HBO Max and NBCUniversal's streaming platform Peacock have both cut prices, both to less than $50. In addition, Netflix also requires each advertiser to pay a commitment fee of $2,000.</p><p>Some buyers said that Netflix did not operate advertisements in the past, and it launched an advertising model for the first time, but it was extremely harsh on the selection of advertisers. For example, \"only accepting big brands and listening to their own way of advertising\" is not selling services, but asking demands.</p><p>However, Netflix executives speculate that the low-priced subscription plan with advertisements will help Netflix reduce user churn, but the core way to reduce user churn is still to \"please users\" through works. At the same time, the company expects to spend $17 billion on content this year.</p><p><b>Mining stock value</b></p><p>Now, Netflix not only needs to find more potential users, but also does its \"homework\" on the existing more than 200 million paying customers.</p><p>At present, Netflix's tentacles have reached more than 190 regions around the world, with about 223 million paid members, but at present, Asia-Pacific is still the key region for the company's user growth. According to the third quarter financial report, Netflix added 1.43 million new users in the Asia-Pacific region, accounting for about 59% of the total number of new users; Followed by the European, Middle East and African markets, with 570,000 new users; Then came the Latin American market, with an increase of 310,000; Finally, there is the North American market, which added 100,000.</p><p><img src=\"https://static.tigerbbs.com/a55d5a50f1837c25df1006541d44d421\" tg-width=\"720\" tg-height=\"418\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"/></p><p>In September last year, Netflix produced the Korean drama \"Squid Game\", which swept the world in popularity and continued to dominate the charts in many countries and regions for several weeks, bringing 4.38 million new subscribers to Netflix in the third quarter of last year. At present, South Korea, under the leadership of Kim Minying (content director of Netflix Asia Pacific), is still an indispensable content investment market for Netflix. This year, Netflix plans to continue to release 25 Korean film and television dramas, including movies, online dramas and variety reality shows.</p><p>However, the production of word-of-mouth explosive products can be met but not sought.</p><p>A typical example is that \"House of Cards\" was very popular back then, and then Netflix spent a huge sum of US $90 million to produce the Oriental epic original drama \"Kyle Polo\" in an attempt to replicate the success of \"House of Cards\". But the play finally encountered market waterloo.</p><p>In Zhang Yi's view, the popularity of \"Squid Game\" has only boosted the growth of users in the Asia-Pacific region in the short term. The growth of users and the growth of revenue and profits brought by a drama is unsustainable. Ultimately, it depends on more explosions. The works lengthen the cycle.</p><p>Netflix also mentioned in its third-quarter financial report: \"Our competitors are investing heavily to drive subscriber engagement, but it is difficult to build a large, successful streaming business.\"</p><p>Netflix's competitors include Disney +, Discovery's HBO, etc. Their decades of content experience accumulation and capital reserves, as well as their IP resources, constitute their moat to consolidate their market position.</p><p>Netflix is trying to find new business opportunities-deeply cultivating IP to tap more commercial value, using games as film and television derivatives, forming a more diversified payment system, and developing \"film-game linkage\" as a breakthrough point for performance growth.</p><p>In fact, since July 2021, Netflix has been interested in exploring the game field and has begun to make moves one after another. On September 26th this year, Netflix opened a game development studio in Helsinki, Finland, which is its first self-built studio. Prior to this, Netflix had successively acquired three game studios. Currently, Netflix has a total of 35 games, and plans to launch 50 games by the end of this year.</p><p>Hu Qimu, chief researcher of the Digital Economy Think Tank, told \"Chinese Entrepreneur\": \"Although Netflix may not rely on games to make profits at first, if it cultivates users' habits of using the platform, the platform can be used as a circle, and then add videos, music and other services, making it easier to expand the platform business ecology.\"</p><p>According to Morgan Stanley analyst Benjamin Swinburne, considering the potential of video games, Netflix is expected to seize the next $200 billion global consumer market opportunity.</p><p>Netflix, which has more than 200 million users around the world, can open up the imagination of content tracks such as games in addition to deeply cultivating the long video content track?</p><p>Zhang Yi said: \"There has never been a shortage of competitors in the streaming media market. Netflix users may also be Disney + users, and users are not very loyal to the platform. Content is always the best way to capture users. In a sense, Netflix's biggest competitor is not Disney +, nor Discovery's HBO, but itself.\"</p><p><b>Netflix seeks next golden decade</b></p><p>August 29 this year marks the 25th anniversary of the establishment of Netflix. After 25 years of development, Netflix has grown from a small company that rents DVDs by mail to a leading streaming media company in the world.</p><p>In the past 25 years, Netflix has mainly gone through four questionable stages of development.</p><p>Stage 1: From the initial postal delivery of DVD to the transformation into streaming media. At that time, Pepsida rejected Reed Hastings' request to buy Netflix for $50 million;</p><p>Stage 2: From broadcasting old content on the Internet to creating new content through external production companies, such as House of Cards, which was popular all over the world in 2013;</p><p>Stage 3: From external authorization to the establishment of one's own production company, a large number of award-winning films and TV programs have been produced, such as Stranger Things, Banknote House, etc.;</p><p>Stage 4: From the United States to all parts of the world, it has become a global entertainment giant company with operations in 190 countries;</p><p>\"In recent years, in the face of fierce competition in streaming media, Netflix has proved several core competitiveness to the market.\"<a href=\"https://laohu8.com/S/00700\">Tencent</a>Shen Shaofeng, former deputy general manager of the film industry, told Chinese Entrepreneur. \"The first competitiveness is the business model from the earliest DVD rental to film production, which can achieve profitability and a higher market value than domestic companies, which is itself a manifestation of value spillover under the principle of energy conservation; The second is Netflix's continuous deep cultivation of operations and content marketing, through its cinematch recommendation algorithm's ability to continuously innovate; The third is the systematic integration of technology, capital and culture behind the company, and the CEO's advanced cognitive level.\"</p><p>Netflix's successful transformations in the past four times are closely related to the founder.</p><p>Hastings has always attached great importance to the innovative spirit of enterprises. He wrote the widely circulated \"Netflix Culture Handbook\". This book is famous for \"freedom and responsibility\" and is also a symbol of the company's cultural achievements.</p><p>In 2018, in a survey conducted by Hired.com, a tech talent marketplace, Netflix was named the company employees most want to work for, beating<a href=\"https://laohu8.com/S/GOOG\">Google</a>、<a href=\"https://laohu8.com/S/TSLA\">Tesla</a>And<a href=\"https://laohu8.com/S/AAPL\">Apple</a>, becoming an enterprise highly sought after by employees.</p><p>At present, it is unknown whether Netflix can achieve greater glory. But in the past 25 years, whenever Netflix's first growth curve reached its peak, Hastings was always able to predict corporate crises, make timely adjustments, and launch innovative strategies such as the second growth curve.</p><p>There is a passage in \"The Innovator's Dilemma\": Those managers who manage well and pursue technological innovation have not caused their enterprises to lose market share because of market changes and technological changes.</p><p>For Hastings, can he lead Netflix to continue its past success?</p><p></body></html></p>\n<div class=\"bt-text\">\n\n\n<p> source：<a href=\"https://cj.sina.cn/article/normal_detail?url=https://finance.sina.com.cn/tech/internet/2022-10-31/doc-imqqsmrp4371784.shtml\">中国企业家</a></p>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/bacf45b377460779a7d562ed00e9f398","relate_stocks":{"NFLX":"奈飞"},"source_url":"https://cj.sina.cn/article/normal_detail?url=https://finance.sina.com.cn/tech/internet/2022-10-31/doc-imqqsmrp4371784.shtml","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2279642872","content_text":"奈飞的巅峰时刻，似乎调整得有点快。去年，是奈飞上市的第19年，奈飞在这一年的全球付费订阅用户数突破2.2亿，营收高达300亿美元。截至年底，奈飞股价迎来高点，达到700.99元/股。一年不到，奈飞就迎来转折。今年前两个季度，奈飞因为用户流失、裁员等负面消息缠身，公司市值蒸发两千多亿美元。最新数据统计，奈飞的股价相较一年之前跌了55%。种种迹象表明，2022年成为奈飞的转折大年。这家被视为“业内标杆”的公司正走下神坛，与国内长视频平台站到同一阵营中，走上了“流媒体+广告”的路线。艾媒咨询创始人张毅向《中国企业家》表示：“奈飞近几年的用户增长达到天花板后，发展多元化的商业模式是一定的，譬如游戏、广告业务。”“当发现新的商机来临后，就会加大赌注，全力投入。”这是奈飞创始人、CEO哈斯廷斯最喜欢的方式。推翻人设，做起广告“感谢上天，我们终于摆脱了季度下滑，回到了正向发展的轨道上。”哈斯廷斯在三季度财报会议上讲道。这场会议总时长42分钟，一大亮点就是，高管回答“广告收入”相关问题就花了将近15分钟。根据奈飞2022年第三季度财报显示，奈飞营收实现79.26亿美元，同比增长5.9%，高于市场预期的78.5亿美元；净利润为13.98亿美元，同比下滑3.5%，高于市场预期；全球净增用户241万人，同样高于市场预期。财报发布后，10月19日，奈飞美股盘前大涨13%。针对三季报订阅用户数增长，奈飞强调，此次的订阅用户增长离不开三季度强劲的内容。报告期内，奈飞推出了《怪奇物语 4》《怪物：杰夫瑞达莫》等优质剧集，其中《怪奇物语 4》创造了13.5亿小时的播放量。就在奈飞发布三季报之前，公司刚经历了一段“水逆期”。2022年第一季度，奈飞首次遭遇订阅用户流失，共减少约20万订阅用户，股价暴跌35%；二季度则更为严重，流失了97万订阅用户。奈飞也在第二季度致投资者信中表示：“提高营收、增加会员数量，是公司目前的最大挑战。”奈飞曾试图通过提价策略逆转局面，但结果并不理想。2014年，奈飞首次进行提价，规定相关基础套餐由7.99美元升至9.99美元，老用户于2016年5月开始支付新价格。但在2016年二季度，受2014年基础套餐提价“非祖父条款”到期影响，公司流媒体新增用户创下两年来最低数值，并使公司盘后股价大跌16%。因此对奈飞来说，通过提价来增加营收和会员数量，并不现实。据《纽约时报》日前报道，奈飞方面已告知内部员工，公司正计划推出带有广告的低价订阅服务，同时遏制共享账号的行为。在今年3月上旬的一场会议中，摩根士丹利一位研究主管对奈飞首席财务官Spencer Neumann指出，“我不得不询问你有关广告的问题，否则我不能活着离开这里。”而在当时，在被问到奈飞是否会改变一直坚守无广告的长期立场时，Spencer Neumann表示，“不要说永远不会发生。”奈飞此计划落实时间之早，超出了所有人的想象。近日，奈飞宣布了广告订阅服务的正式实行日期。从11月1日开始，该套餐将事先在加拿大和墨西哥推出，随后于11月3日将会在澳大利亚、巴西、法国、德国、意大利、日本、韩国、英国和美国相继推出。据悉，此次带广告的订阅服务，每月收费6.99美元，价格上比目前最低套餐便宜3美元。套餐将包括平均每小时4到5分钟的广告，并且用户将无法下载离线观看的内容。每条广告长度为15或30秒，穿插在播放内容前和播放期间，奈飞将对广告内容进行筛选。目前该功能还未上线，但奈飞却已经遭到广告商们的吐槽。一名看过该公司演示的买家表示，该公司要求的CPM（千人成本）超过60美元，而竞争对手HBO Max和NBC环球的流媒体平台Peacock都下调了价格，都还不到50美元。另外，奈飞还要求每个广告客户支付2000美元承诺金。还有买家表示，奈飞过去经营方式没有广告，首次推出广告模式，却对广告商挑选异常苛刻。譬如“只接受大品牌、听取他们自己的方式投放广告”，这不是在卖服务，这是在提要求。不过，奈飞高管推测，带广告的低价订阅计划将帮助奈飞减少用户流失，不过减少用户流失的核心方法，仍然是通过作品“取悦用户”。同时公司预计今年的内容支出为170亿美元。挖掘存量价值现在，奈飞不仅要找到更多潜在用户，也要做好现存两亿多付费客户的“功课”。目前，奈飞的触角达到全球190多个地区，大概有2.23亿付费会员，但是目前，亚太仍是公司用户增长的重点地区。根据第三季度财报显示，奈飞在亚太地区新增用户数为143万，约占新增用户总量的59%；其次是欧洲、中东和非洲市场，新增用户数57万；接着是拉美市场，新增31万；最后是北美市场，新增10万。去年9月，奈飞出品韩剧《鱿鱼游戏》，其热度席卷全球，在多个国家和地区持续霸榜数周，给奈飞去年三季度带来438万个新增订阅用户的成绩。目前，韩国地区在金敏英（奈飞亚太区内容总监）带领下，依然是奈飞不可或缺的内容投资市场。今年，奈飞计划继续发行25部韩国影视剧，包括电影、网剧以及综艺真人秀节目等。但口碑爆款产品的制作可遇而不可求。一个典型的例子是，当年《纸牌屋》炙手可热，随后奈飞耗费9000万美元巨资制作东方史诗原创剧《马可·波罗》，试图复制《纸牌屋》的成功。但这部剧最后遭遇市场滑铁卢。在张毅看来，《鱿鱼游戏》的爆红只是短期内拉动了亚太地区的用户增长，一部剧带来的用户增长及收入和利润的增长，是不可持续的，最终还是要靠更多爆款作品拉长周期。奈飞也在三季度财报中提到：“我们的竞争对手正在进行大量投资，以推动订阅者的参与度，但建立大型、成功的流媒体业务很难。”奈飞的竞争对手包括Disney+、Discovery的HBO等，它们几十年的内容经验积累和资金储备，以及手上的IP资源，构成了其巩固市场地位的护城河。奈飞试图找到新的商机——深耕IP去挖掘更多的商业价值，将游戏作为影视衍生产品，形成更多元的付费体系，发展“影游联动”作为业绩增长的破局点。实际上，从2021年7月起，奈飞就有意探索游戏领域，并陆续开始有所动作。今年9月26日，奈飞在芬兰首都赫尔辛基开设了一家游戏开发工作室，这是其自建的第一个工作室。在此之前，奈飞也已经陆续收购了3家游戏工作室。目前，奈飞共有35款游戏，计划今年年底上线游戏数量会达到50款。数字经济智库首席研究员胡麒牧向《中国企业家》表示：“奈飞虽然一开始未必会靠游戏盈利，但如果培养起用户在平台的使用习惯，平台可以做圈层，再去附加视频、音乐等服务，更容易做大平台商业生态。”在摩根士丹利分析师Benjamin Swinburne看来，考虑到视频游戏的潜力，奈飞将有望抓住下一个2000亿美元的全球消费市场机会。在全球拥有两亿多用户的奈飞，除了深耕长视频内容赛道之外，能否打开游戏等内容赛道想象空间？张毅表示：“流媒体市场从来不缺竞争者，奈飞的用户可能也是Disney+的用户，用户对平台的忠诚度不高。内容永远是抓住用户的最好方式，从某种意义上来讲，奈飞最大的竞争对手不是Disney+，也不是Discovery的HBO，而是自己。”奈飞寻求下一个黄金十年今年8月29日，是奈飞成立25周年。经过25年的发展，奈飞从一家邮寄出租DVD的小公司发展成全球领先的流媒体公司。在过去25年里，奈飞主要经历了四个备受质疑的发展阶段。阶段一：从最初邮政递送DVD，到转型做流媒体。当时百事达回拒了里德·哈斯廷斯要价5000万美元收购奈飞的请求;阶段二：从网络播放旧内容到通过外部制片公司创作新内容，譬如2013年火爆全球的《纸牌屋》;阶段三：从外部授权到创建自己的制片公司，制作出大量获奖电影和电视节目，如《怪奇物语》、《纸钞屋》等;阶段四：从美国到世界各地，成为一家业务遍及190个国家的全球性娱乐巨头公司;“近几年来，面对流媒体激烈竞争，奈飞向市场证明了几大核心竞争力，”腾讯影业前副总经理申少峰向《中国企业家》表示。“第一大竞争力是从最早DVD租赁到电影制作的生意模式，能做到盈利、市值比国内公司要高，本身是能量守恒原则下的价值溢出的表现；第二是奈飞持续深耕运营以及内容营销，通过其cinematch推荐算法不断创新能力；第三是公司背后技术、资本和文化的系统整合，CEO先进的认知水平。”奈飞过去四次的成功转型，正与创始人息息相关。哈斯廷斯一直非常重视企业的创新精神，广为流传的《奈飞文化手册》正是他所作，这本书以“自由与责任”闻名，也是这家公司文化成果的象征。2018年，在Hired.com（一家科技人才市场网站）进行的一项调查中，奈飞被评为公司职员最想去工作的公司，击败了谷歌、特斯拉和苹果，成为深受员工们追捧的企业。眼下，奈飞是否能再创辉煌，是个未知数。但在以往25年里，每当奈飞第一增长曲线达到顶峰时，哈斯廷斯总能预判企业危机，及时做出调整，推出第二增长曲线等创新策略。《创新者的窘境》中有一段话：那些管理良好，追求技术创新的管理者，并没有因为市场变化和技术变革，使企业丧失市场份额。对于哈斯廷斯来说，他能带领奈飞延续以往的成功吗？","news_type":1,"symbols_score_info":{"NFLX":1}},"isVote":1,"tweetType":1,"viewCount":646,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":9986512241,"gmtCreate":1666982299984,"gmtModify":1676537844201,"author":{"id":"4095591124573590","authorId":"4095591124573590","name":"佰伍","avatar":"https://community-static.tradeup.com/news/5f93191db2266c283d6817c4422f0a71","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"4095591124573590","authorIdStr":"4095591124573590"},"themes":[],"htmlText":"💪💪💪💪","listText":"💪💪💪💪","text":"💪💪💪💪","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/9986512241","isVote":1,"tweetType":1,"viewCount":434,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":9070392687,"gmtCreate":1657009081450,"gmtModify":1676535931328,"author":{"id":"4095591124573590","authorId":"4095591124573590","name":"佰伍","avatar":"https://community-static.tradeup.com/news/5f93191db2266c283d6817c4422f0a71","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"idStr":"4095591124573590","authorIdStr":"4095591124573590"},"themes":[],"htmlText":"<a 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14:40","market":"us","language":"zh","title":"Netflix wants to land","url":"https://stock-news.laohu8.com/highlight/detail?id=2279642872","media":"中国企业家","summary":"奈飞的巅峰时刻，似乎调整得有点快。去年，是奈飞上市的第19年，奈飞在这一年的全球付费订阅用户数突破2.2亿，营收高达300亿美元。截至年底，奈飞股价迎来高点，达到700.99元/股。一年不到，奈飞就迎","content":"<p><html><head></head><body><a href=\"https://laohu8.com/S/NFLX\">Netflix</a>At the peak moment, it seems that the adjustment is a bit fast.</p><p>Last year was the 19th year of Netflix's listing. In this year, Netflix's global paid subscribers exceeded 220 million, and its revenue reached US $30 billion. As of the end of the year, Netflix's stock price reached a high point, reaching 700.99 yuan per share.</p><p>In less than a year, Netflix ushered in a turning point.</p><p>In the first two quarters of this year, Netflix was plagued by negative news such as user loss and layoffs, and the company's market value evaporated by more than 200 billion US dollars. According to the latest statistics, Netflix's stock price has fallen 55% compared with a year ago.</p><p><img src=\"https://static.tigerbbs.com/84332cc3a7b3386758d0d5fcb9c1985b\" tg-width=\"840\" tg-height=\"470\" width=\"100%\" height=\"auto\"/></p><p>There are various signs that 2022 will become a turning point for Netflix. This company, which is regarded as an \"benchmark in the industry\", is stepping down from the altar, standing in the same camp as domestic long video platforms, and embarking on the route of \"streaming media + advertising\".</p><p>Zhang Yi, founder of iiMedia Consulting, told \"Chinese Entrepreneur\": \"After Netflix's user growth reached the ceiling in recent years, it is certain to develop diversified business models, such as games and advertising businesses.\"</p><p>\"When new business opportunities are discovered, they will increase the stakes and invest fully.\" This is the favorite way of Netflix founder and CEO Hastings.</p><p><b>Overthrow the character design and start advertising</b></p><p>\"Thank God, we finally got rid of the quarterly decline and are back on the track of positive development.\" Hastings said at the third-quarter earnings conference. The total duration of this meeting was 42 minutes. One of the highlights was that it took executives nearly 15 minutes to answer questions related to \"advertising revenue\".</p><p>According to Netflix's financial report for the third quarter of 2022, Netflix's revenue reached US $7.926 billion, a year-on-year increase of 5.9%, higher than market expectations of US $7.85 billion; Net profit was US $1.398 billion, down 3.5% year-on-year, higher than market expectations; The net increase in users worldwide was 2.41 million, which was also higher than market expectations. After the financial report was released, on October 19, Netflix's U.S. stock market rose 13% before the market opened.</p><p>In response to the increase in the number of subscribers in the third quarterly report, Netflix emphasized that the growth of subscribers this time is inseparable from the strong content in the third quarter. During the reporting period, Netflix launched high-quality dramas such as \"Stranger Things 4\" and \"Monsters: Jeff Redamo\", among which \"Stranger Things 4\" created 1.35 billion hours of broadcast.</p><p>Just before Netflix released its third quarterly report, the company had just experienced a period of \"water reversal\". In the first quarter of 2022, Netflix suffered the loss of subscribers for the first time, with a total reduction of about 200,000 subscribers, and its stock price plummeted by 35%; The second quarter was even more serious, with the loss of 970,000 subscribers.</p><p>Netflix also said in a letter to investors in the second quarter: \"Increasing revenue and increasing the number of members are the company's biggest challenges at present.\"</p><p>Netflix tried to reverse the situation through a price increase strategy, but the results were not satisfactory.</p><p>In 2014, Netflix raised prices for the first time, stipulating that the relevant basic package would increase from US $7.99 to US $9.99. Old users began to pay the new price in May 2016. However, in the second quarter of 2016, affected by the expiration of the \"non-grandfather clause\" of the basic package price increase in 2014, the company's new streaming media users hit the lowest value in two years, and the company's after-hours share price plummeted by 16%.</p><p>Therefore, it is unrealistic for Netflix to increase revenue and the number of members by raising prices. According to<a href=\"https://laohu8.com/S/NYT\">The New York Times</a>\"It was reported a few days ago that Netflix has informed internal employees that the company is planning to launch a low-priced subscription service with advertisements while curbing the behavior of sharing accounts.</p><p>In a meeting in early March this year,<a href=\"https://laohu8.com/S/MS\">Morgan Stanley</a>A research director told Netflix CFO Spencer Neumann, \"I have to ask you about advertising, otherwise I can't get out of here alive.\" At the time, when asked if Netflix would change its long-standing stance of advertising-free, Spencer Neumann said, \"Don't say it will never happen.\"</p><p>Netflix's plan was implemented early, beyond everyone's imagination. Recently, Netflix announced the official implementation date of the advertising subscription service. Starting from November 1st, the package will be launched in Canada and Mexico in advance, and then in Australia, Brazil, France, Germany, Italy, Japan, South Korea, the United Kingdom and the United States on November 3rd.</p><p>It is reported that the subscription service with advertisements costs $6.99 per month, which is $3 cheaper than the current lowest package. Packages will include an average of four to five minutes of advertising per hour, and users will not be able to download content to watch offline. Each ad is 15 or 30 seconds long, interspersed before and during the broadcast, and Netflix will screen the ad content.</p><p>At present, this feature has not been launched yet, but Netflix has been spit out by advertisers. A buyer who saw the company's presentation said the company's requested CPM (cost per thousand people) is more than $60, while rivals HBO Max and NBCUniversal's streaming platform Peacock have both cut prices, both to less than $50. In addition, Netflix also requires each advertiser to pay a commitment fee of $2,000.</p><p>Some buyers said that Netflix did not operate advertisements in the past, and it launched an advertising model for the first time, but it was extremely harsh on the selection of advertisers. For example, \"only accepting big brands and listening to their own way of advertising\" is not selling services, but asking demands.</p><p>However, Netflix executives speculate that the low-priced subscription plan with advertisements will help Netflix reduce user churn, but the core way to reduce user churn is still to \"please users\" through works. At the same time, the company expects to spend $17 billion on content this year.</p><p><b>Mining stock value</b></p><p>Now, Netflix not only needs to find more potential users, but also does its \"homework\" on the existing more than 200 million paying customers.</p><p>At present, Netflix's tentacles have reached more than 190 regions around the world, with about 223 million paid members, but at present, Asia-Pacific is still the key region for the company's user growth. According to the third quarter financial report, Netflix added 1.43 million new users in the Asia-Pacific region, accounting for about 59% of the total number of new users; Followed by the European, Middle East and African markets, with 570,000 new users; Then came the Latin American market, with an increase of 310,000; Finally, there is the North American market, which added 100,000.</p><p><img src=\"https://static.tigerbbs.com/a55d5a50f1837c25df1006541d44d421\" tg-width=\"720\" tg-height=\"418\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"/></p><p>In September last year, Netflix produced the Korean drama \"Squid Game\", which swept the world in popularity and continued to dominate the charts in many countries and regions for several weeks, bringing 4.38 million new subscribers to Netflix in the third quarter of last year. At present, South Korea, under the leadership of Kim Minying (content director of Netflix Asia Pacific), is still an indispensable content investment market for Netflix. This year, Netflix plans to continue to release 25 Korean film and television dramas, including movies, online dramas and variety reality shows.</p><p>However, the production of word-of-mouth explosive products can be met but not sought.</p><p>A typical example is that \"House of Cards\" was very popular back then, and then Netflix spent a huge sum of US $90 million to produce the Oriental epic original drama \"Kyle Polo\" in an attempt to replicate the success of \"House of Cards\". But the play finally encountered market waterloo.</p><p>In Zhang Yi's view, the popularity of \"Squid Game\" has only boosted the growth of users in the Asia-Pacific region in the short term. The growth of users and the growth of revenue and profits brought by a drama is unsustainable. Ultimately, it depends on more explosions. The works lengthen the cycle.</p><p>Netflix also mentioned in its third-quarter financial report: \"Our competitors are investing heavily to drive subscriber engagement, but it is difficult to build a large, successful streaming business.\"</p><p>Netflix's competitors include Disney +, Discovery's HBO, etc. Their decades of content experience accumulation and capital reserves, as well as their IP resources, constitute their moat to consolidate their market position.</p><p>Netflix is trying to find new business opportunities-deeply cultivating IP to tap more commercial value, using games as film and television derivatives, forming a more diversified payment system, and developing \"film-game linkage\" as a breakthrough point for performance growth.</p><p>In fact, since July 2021, Netflix has been interested in exploring the game field and has begun to make moves one after another. On September 26th this year, Netflix opened a game development studio in Helsinki, Finland, which is its first self-built studio. Prior to this, Netflix had successively acquired three game studios. Currently, Netflix has a total of 35 games, and plans to launch 50 games by the end of this year.</p><p>Hu Qimu, chief researcher of the Digital Economy Think Tank, told \"Chinese Entrepreneur\": \"Although Netflix may not rely on games to make profits at first, if it cultivates users' habits of using the platform, the platform can be used as a circle, and then add videos, music and other services, making it easier to expand the platform business ecology.\"</p><p>According to Morgan Stanley analyst Benjamin Swinburne, considering the potential of video games, Netflix is expected to seize the next $200 billion global consumer market opportunity.</p><p>Netflix, which has more than 200 million users around the world, can open up the imagination of content tracks such as games in addition to deeply cultivating the long video content track?</p><p>Zhang Yi said: \"There has never been a shortage of competitors in the streaming media market. Netflix users may also be Disney + users, and users are not very loyal to the platform. Content is always the best way to capture users. In a sense, Netflix's biggest competitor is not Disney +, nor Discovery's HBO, but itself.\"</p><p><b>Netflix seeks next golden decade</b></p><p>August 29 this year marks the 25th anniversary of the establishment of Netflix. After 25 years of development, Netflix has grown from a small company that rents DVDs by mail to a leading streaming media company in the world.</p><p>In the past 25 years, Netflix has mainly gone through four questionable stages of development.</p><p>Stage 1: From the initial postal delivery of DVD to the transformation into streaming media. At that time, Pepsida rejected Reed Hastings' request to buy Netflix for $50 million;</p><p>Stage 2: From broadcasting old content on the Internet to creating new content through external production companies, such as House of Cards, which was popular all over the world in 2013;</p><p>Stage 3: From external authorization to the establishment of one's own production company, a large number of award-winning films and TV programs have been produced, such as Stranger Things, Banknote House, etc.;</p><p>Stage 4: From the United States to all parts of the world, it has become a global entertainment giant company with operations in 190 countries;</p><p>\"In recent years, in the face of fierce competition in streaming media, Netflix has proved several core competitiveness to the market.\"<a href=\"https://laohu8.com/S/00700\">Tencent</a>Shen Shaofeng, former deputy general manager of the film industry, told Chinese Entrepreneur. \"The first competitiveness is the business model from the earliest DVD rental to film production, which can achieve profitability and a higher market value than domestic companies, which is itself a manifestation of value spillover under the principle of energy conservation; The second is Netflix's continuous deep cultivation of operations and content marketing, through its cinematch recommendation algorithm's ability to continuously innovate; The third is the systematic integration of technology, capital and culture behind the company, and the CEO's advanced cognitive level.\"</p><p>Netflix's successful transformations in the past four times are closely related to the founder.</p><p>Hastings has always attached great importance to the innovative spirit of enterprises. He wrote the widely circulated \"Netflix Culture Handbook\". This book is famous for \"freedom and responsibility\" and is also a symbol of the company's cultural achievements.</p><p>In 2018, in a survey conducted by Hired.com, a tech talent marketplace, Netflix was named the company employees most want to work for, beating<a href=\"https://laohu8.com/S/GOOG\">Google</a>、<a href=\"https://laohu8.com/S/TSLA\">Tesla</a>And<a href=\"https://laohu8.com/S/AAPL\">Apple</a>, becoming an enterprise highly sought after by employees.</p><p>At present, it is unknown whether Netflix can achieve greater glory. But in the past 25 years, whenever Netflix's first growth curve reached its peak, Hastings was always able to predict corporate crises, make timely adjustments, and launch innovative strategies such as the second growth curve.</p><p>There is a passage in \"The Innovator's Dilemma\": Those managers who manage well and pursue technological innovation have not caused their enterprises to lose market share because of market changes and technological changes.</p><p>For Hastings, can he lead Netflix to continue its past success?</p><p></body></html></p>","source":"sina_symbol","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>Netflix wants to land</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nNetflix wants to land\n</h2>\n<h4 class=\"meta\">\n<p class=\"head\">\n<strong class=\"h-name small\">中国企业家</strong><span class=\"h-time small\">2022-10-31 14:40</span>\n</p>\n</h4>\n</header>\n<article>\n<p><html><head></head><body><a href=\"https://laohu8.com/S/NFLX\">Netflix</a>At the peak moment, it seems that the adjustment is a bit fast.</p><p>Last year was the 19th year of Netflix's listing. In this year, Netflix's global paid subscribers exceeded 220 million, and its revenue reached US $30 billion. As of the end of the year, Netflix's stock price reached a high point, reaching 700.99 yuan per share.</p><p>In less than a year, Netflix ushered in a turning point.</p><p>In the first two quarters of this year, Netflix was plagued by negative news such as user loss and layoffs, and the company's market value evaporated by more than 200 billion US dollars. According to the latest statistics, Netflix's stock price has fallen 55% compared with a year ago.</p><p><img src=\"https://static.tigerbbs.com/84332cc3a7b3386758d0d5fcb9c1985b\" tg-width=\"840\" tg-height=\"470\" width=\"100%\" height=\"auto\"/></p><p>There are various signs that 2022 will become a turning point for Netflix. This company, which is regarded as an \"benchmark in the industry\", is stepping down from the altar, standing in the same camp as domestic long video platforms, and embarking on the route of \"streaming media + advertising\".</p><p>Zhang Yi, founder of iiMedia Consulting, told \"Chinese Entrepreneur\": \"After Netflix's user growth reached the ceiling in recent years, it is certain to develop diversified business models, such as games and advertising businesses.\"</p><p>\"When new business opportunities are discovered, they will increase the stakes and invest fully.\" This is the favorite way of Netflix founder and CEO Hastings.</p><p><b>Overthrow the character design and start advertising</b></p><p>\"Thank God, we finally got rid of the quarterly decline and are back on the track of positive development.\" Hastings said at the third-quarter earnings conference. The total duration of this meeting was 42 minutes. One of the highlights was that it took executives nearly 15 minutes to answer questions related to \"advertising revenue\".</p><p>According to Netflix's financial report for the third quarter of 2022, Netflix's revenue reached US $7.926 billion, a year-on-year increase of 5.9%, higher than market expectations of US $7.85 billion; Net profit was US $1.398 billion, down 3.5% year-on-year, higher than market expectations; The net increase in users worldwide was 2.41 million, which was also higher than market expectations. After the financial report was released, on October 19, Netflix's U.S. stock market rose 13% before the market opened.</p><p>In response to the increase in the number of subscribers in the third quarterly report, Netflix emphasized that the growth of subscribers this time is inseparable from the strong content in the third quarter. During the reporting period, Netflix launched high-quality dramas such as \"Stranger Things 4\" and \"Monsters: Jeff Redamo\", among which \"Stranger Things 4\" created 1.35 billion hours of broadcast.</p><p>Just before Netflix released its third quarterly report, the company had just experienced a period of \"water reversal\". In the first quarter of 2022, Netflix suffered the loss of subscribers for the first time, with a total reduction of about 200,000 subscribers, and its stock price plummeted by 35%; The second quarter was even more serious, with the loss of 970,000 subscribers.</p><p>Netflix also said in a letter to investors in the second quarter: \"Increasing revenue and increasing the number of members are the company's biggest challenges at present.\"</p><p>Netflix tried to reverse the situation through a price increase strategy, but the results were not satisfactory.</p><p>In 2014, Netflix raised prices for the first time, stipulating that the relevant basic package would increase from US $7.99 to US $9.99. Old users began to pay the new price in May 2016. However, in the second quarter of 2016, affected by the expiration of the \"non-grandfather clause\" of the basic package price increase in 2014, the company's new streaming media users hit the lowest value in two years, and the company's after-hours share price plummeted by 16%.</p><p>Therefore, it is unrealistic for Netflix to increase revenue and the number of members by raising prices. According to<a href=\"https://laohu8.com/S/NYT\">The New York Times</a>\"It was reported a few days ago that Netflix has informed internal employees that the company is planning to launch a low-priced subscription service with advertisements while curbing the behavior of sharing accounts.</p><p>In a meeting in early March this year,<a href=\"https://laohu8.com/S/MS\">Morgan Stanley</a>A research director told Netflix CFO Spencer Neumann, \"I have to ask you about advertising, otherwise I can't get out of here alive.\" At the time, when asked if Netflix would change its long-standing stance of advertising-free, Spencer Neumann said, \"Don't say it will never happen.\"</p><p>Netflix's plan was implemented early, beyond everyone's imagination. Recently, Netflix announced the official implementation date of the advertising subscription service. Starting from November 1st, the package will be launched in Canada and Mexico in advance, and then in Australia, Brazil, France, Germany, Italy, Japan, South Korea, the United Kingdom and the United States on November 3rd.</p><p>It is reported that the subscription service with advertisements costs $6.99 per month, which is $3 cheaper than the current lowest package. Packages will include an average of four to five minutes of advertising per hour, and users will not be able to download content to watch offline. Each ad is 15 or 30 seconds long, interspersed before and during the broadcast, and Netflix will screen the ad content.</p><p>At present, this feature has not been launched yet, but Netflix has been spit out by advertisers. A buyer who saw the company's presentation said the company's requested CPM (cost per thousand people) is more than $60, while rivals HBO Max and NBCUniversal's streaming platform Peacock have both cut prices, both to less than $50. In addition, Netflix also requires each advertiser to pay a commitment fee of $2,000.</p><p>Some buyers said that Netflix did not operate advertisements in the past, and it launched an advertising model for the first time, but it was extremely harsh on the selection of advertisers. For example, \"only accepting big brands and listening to their own way of advertising\" is not selling services, but asking demands.</p><p>However, Netflix executives speculate that the low-priced subscription plan with advertisements will help Netflix reduce user churn, but the core way to reduce user churn is still to \"please users\" through works. At the same time, the company expects to spend $17 billion on content this year.</p><p><b>Mining stock value</b></p><p>Now, Netflix not only needs to find more potential users, but also does its \"homework\" on the existing more than 200 million paying customers.</p><p>At present, Netflix's tentacles have reached more than 190 regions around the world, with about 223 million paid members, but at present, Asia-Pacific is still the key region for the company's user growth. According to the third quarter financial report, Netflix added 1.43 million new users in the Asia-Pacific region, accounting for about 59% of the total number of new users; Followed by the European, Middle East and African markets, with 570,000 new users; Then came the Latin American market, with an increase of 310,000; Finally, there is the North American market, which added 100,000.</p><p><img src=\"https://static.tigerbbs.com/a55d5a50f1837c25df1006541d44d421\" tg-width=\"720\" tg-height=\"418\" referrerpolicy=\"no-referrer\" width=\"100%\" height=\"auto\"/></p><p>In September last year, Netflix produced the Korean drama \"Squid Game\", which swept the world in popularity and continued to dominate the charts in many countries and regions for several weeks, bringing 4.38 million new subscribers to Netflix in the third quarter of last year. At present, South Korea, under the leadership of Kim Minying (content director of Netflix Asia Pacific), is still an indispensable content investment market for Netflix. This year, Netflix plans to continue to release 25 Korean film and television dramas, including movies, online dramas and variety reality shows.</p><p>However, the production of word-of-mouth explosive products can be met but not sought.</p><p>A typical example is that \"House of Cards\" was very popular back then, and then Netflix spent a huge sum of US $90 million to produce the Oriental epic original drama \"Kyle Polo\" in an attempt to replicate the success of \"House of Cards\". But the play finally encountered market waterloo.</p><p>In Zhang Yi's view, the popularity of \"Squid Game\" has only boosted the growth of users in the Asia-Pacific region in the short term. The growth of users and the growth of revenue and profits brought by a drama is unsustainable. Ultimately, it depends on more explosions. The works lengthen the cycle.</p><p>Netflix also mentioned in its third-quarter financial report: \"Our competitors are investing heavily to drive subscriber engagement, but it is difficult to build a large, successful streaming business.\"</p><p>Netflix's competitors include Disney +, Discovery's HBO, etc. Their decades of content experience accumulation and capital reserves, as well as their IP resources, constitute their moat to consolidate their market position.</p><p>Netflix is trying to find new business opportunities-deeply cultivating IP to tap more commercial value, using games as film and television derivatives, forming a more diversified payment system, and developing \"film-game linkage\" as a breakthrough point for performance growth.</p><p>In fact, since July 2021, Netflix has been interested in exploring the game field and has begun to make moves one after another. On September 26th this year, Netflix opened a game development studio in Helsinki, Finland, which is its first self-built studio. Prior to this, Netflix had successively acquired three game studios. Currently, Netflix has a total of 35 games, and plans to launch 50 games by the end of this year.</p><p>Hu Qimu, chief researcher of the Digital Economy Think Tank, told \"Chinese Entrepreneur\": \"Although Netflix may not rely on games to make profits at first, if it cultivates users' habits of using the platform, the platform can be used as a circle, and then add videos, music and other services, making it easier to expand the platform business ecology.\"</p><p>According to Morgan Stanley analyst Benjamin Swinburne, considering the potential of video games, Netflix is expected to seize the next $200 billion global consumer market opportunity.</p><p>Netflix, which has more than 200 million users around the world, can open up the imagination of content tracks such as games in addition to deeply cultivating the long video content track?</p><p>Zhang Yi said: \"There has never been a shortage of competitors in the streaming media market. Netflix users may also be Disney + users, and users are not very loyal to the platform. Content is always the best way to capture users. In a sense, Netflix's biggest competitor is not Disney +, nor Discovery's HBO, but itself.\"</p><p><b>Netflix seeks next golden decade</b></p><p>August 29 this year marks the 25th anniversary of the establishment of Netflix. After 25 years of development, Netflix has grown from a small company that rents DVDs by mail to a leading streaming media company in the world.</p><p>In the past 25 years, Netflix has mainly gone through four questionable stages of development.</p><p>Stage 1: From the initial postal delivery of DVD to the transformation into streaming media. At that time, Pepsida rejected Reed Hastings' request to buy Netflix for $50 million;</p><p>Stage 2: From broadcasting old content on the Internet to creating new content through external production companies, such as House of Cards, which was popular all over the world in 2013;</p><p>Stage 3: From external authorization to the establishment of one's own production company, a large number of award-winning films and TV programs have been produced, such as Stranger Things, Banknote House, etc.;</p><p>Stage 4: From the United States to all parts of the world, it has become a global entertainment giant company with operations in 190 countries;</p><p>\"In recent years, in the face of fierce competition in streaming media, Netflix has proved several core competitiveness to the market.\"<a href=\"https://laohu8.com/S/00700\">Tencent</a>Shen Shaofeng, former deputy general manager of the film industry, told Chinese Entrepreneur. \"The first competitiveness is the business model from the earliest DVD rental to film production, which can achieve profitability and a higher market value than domestic companies, which is itself a manifestation of value spillover under the principle of energy conservation; The second is Netflix's continuous deep cultivation of operations and content marketing, through its cinematch recommendation algorithm's ability to continuously innovate; The third is the systematic integration of technology, capital and culture behind the company, and the CEO's advanced cognitive level.\"</p><p>Netflix's successful transformations in the past four times are closely related to the founder.</p><p>Hastings has always attached great importance to the innovative spirit of enterprises. He wrote the widely circulated \"Netflix Culture Handbook\". This book is famous for \"freedom and responsibility\" and is also a symbol of the company's cultural achievements.</p><p>In 2018, in a survey conducted by Hired.com, a tech talent marketplace, Netflix was named the company employees most want to work for, beating<a href=\"https://laohu8.com/S/GOOG\">Google</a>、<a href=\"https://laohu8.com/S/TSLA\">Tesla</a>And<a href=\"https://laohu8.com/S/AAPL\">Apple</a>, becoming an enterprise highly sought after by employees.</p><p>At present, it is unknown whether Netflix can achieve greater glory. But in the past 25 years, whenever Netflix's first growth curve reached its peak, Hastings was always able to predict corporate crises, make timely adjustments, and launch innovative strategies such as the second growth curve.</p><p>There is a passage in \"The Innovator's Dilemma\": Those managers who manage well and pursue technological innovation have not caused their enterprises to lose market share because of market changes and technological changes.</p><p>For Hastings, can he lead Netflix to continue its past success?</p><p></body></html></p>\n<div class=\"bt-text\">\n\n\n<p> source：<a href=\"https://cj.sina.cn/article/normal_detail?url=https://finance.sina.com.cn/tech/internet/2022-10-31/doc-imqqsmrp4371784.shtml\">中国企业家</a></p>\n\n\n</div>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/bacf45b377460779a7d562ed00e9f398","relate_stocks":{"NFLX":"奈飞"},"source_url":"https://cj.sina.cn/article/normal_detail?url=https://finance.sina.com.cn/tech/internet/2022-10-31/doc-imqqsmrp4371784.shtml","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2279642872","content_text":"奈飞的巅峰时刻，似乎调整得有点快。去年，是奈飞上市的第19年，奈飞在这一年的全球付费订阅用户数突破2.2亿，营收高达300亿美元。截至年底，奈飞股价迎来高点，达到700.99元/股。一年不到，奈飞就迎来转折。今年前两个季度，奈飞因为用户流失、裁员等负面消息缠身，公司市值蒸发两千多亿美元。最新数据统计，奈飞的股价相较一年之前跌了55%。种种迹象表明，2022年成为奈飞的转折大年。这家被视为“业内标杆”的公司正走下神坛，与国内长视频平台站到同一阵营中，走上了“流媒体+广告”的路线。艾媒咨询创始人张毅向《中国企业家》表示：“奈飞近几年的用户增长达到天花板后，发展多元化的商业模式是一定的，譬如游戏、广告业务。”“当发现新的商机来临后，就会加大赌注，全力投入。”这是奈飞创始人、CEO哈斯廷斯最喜欢的方式。推翻人设，做起广告“感谢上天，我们终于摆脱了季度下滑，回到了正向发展的轨道上。”哈斯廷斯在三季度财报会议上讲道。这场会议总时长42分钟，一大亮点就是，高管回答“广告收入”相关问题就花了将近15分钟。根据奈飞2022年第三季度财报显示，奈飞营收实现79.26亿美元，同比增长5.9%，高于市场预期的78.5亿美元；净利润为13.98亿美元，同比下滑3.5%，高于市场预期；全球净增用户241万人，同样高于市场预期。财报发布后，10月19日，奈飞美股盘前大涨13%。针对三季报订阅用户数增长，奈飞强调，此次的订阅用户增长离不开三季度强劲的内容。报告期内，奈飞推出了《怪奇物语 4》《怪物：杰夫瑞达莫》等优质剧集，其中《怪奇物语 4》创造了13.5亿小时的播放量。就在奈飞发布三季报之前，公司刚经历了一段“水逆期”。2022年第一季度，奈飞首次遭遇订阅用户流失，共减少约20万订阅用户，股价暴跌35%；二季度则更为严重，流失了97万订阅用户。奈飞也在第二季度致投资者信中表示：“提高营收、增加会员数量，是公司目前的最大挑战。”奈飞曾试图通过提价策略逆转局面，但结果并不理想。2014年，奈飞首次进行提价，规定相关基础套餐由7.99美元升至9.99美元，老用户于2016年5月开始支付新价格。但在2016年二季度，受2014年基础套餐提价“非祖父条款”到期影响，公司流媒体新增用户创下两年来最低数值，并使公司盘后股价大跌16%。因此对奈飞来说，通过提价来增加营收和会员数量，并不现实。据《纽约时报》日前报道，奈飞方面已告知内部员工，公司正计划推出带有广告的低价订阅服务，同时遏制共享账号的行为。在今年3月上旬的一场会议中，摩根士丹利一位研究主管对奈飞首席财务官Spencer Neumann指出，“我不得不询问你有关广告的问题，否则我不能活着离开这里。”而在当时，在被问到奈飞是否会改变一直坚守无广告的长期立场时，Spencer Neumann表示，“不要说永远不会发生。”奈飞此计划落实时间之早，超出了所有人的想象。近日，奈飞宣布了广告订阅服务的正式实行日期。从11月1日开始，该套餐将事先在加拿大和墨西哥推出，随后于11月3日将会在澳大利亚、巴西、法国、德国、意大利、日本、韩国、英国和美国相继推出。据悉，此次带广告的订阅服务，每月收费6.99美元，价格上比目前最低套餐便宜3美元。套餐将包括平均每小时4到5分钟的广告，并且用户将无法下载离线观看的内容。每条广告长度为15或30秒，穿插在播放内容前和播放期间，奈飞将对广告内容进行筛选。目前该功能还未上线，但奈飞却已经遭到广告商们的吐槽。一名看过该公司演示的买家表示，该公司要求的CPM（千人成本）超过60美元，而竞争对手HBO Max和NBC环球的流媒体平台Peacock都下调了价格，都还不到50美元。另外，奈飞还要求每个广告客户支付2000美元承诺金。还有买家表示，奈飞过去经营方式没有广告，首次推出广告模式，却对广告商挑选异常苛刻。譬如“只接受大品牌、听取他们自己的方式投放广告”，这不是在卖服务，这是在提要求。不过，奈飞高管推测，带广告的低价订阅计划将帮助奈飞减少用户流失，不过减少用户流失的核心方法，仍然是通过作品“取悦用户”。同时公司预计今年的内容支出为170亿美元。挖掘存量价值现在，奈飞不仅要找到更多潜在用户，也要做好现存两亿多付费客户的“功课”。目前，奈飞的触角达到全球190多个地区，大概有2.23亿付费会员，但是目前，亚太仍是公司用户增长的重点地区。根据第三季度财报显示，奈飞在亚太地区新增用户数为143万，约占新增用户总量的59%；其次是欧洲、中东和非洲市场，新增用户数57万；接着是拉美市场，新增31万；最后是北美市场，新增10万。去年9月，奈飞出品韩剧《鱿鱼游戏》，其热度席卷全球，在多个国家和地区持续霸榜数周，给奈飞去年三季度带来438万个新增订阅用户的成绩。目前，韩国地区在金敏英（奈飞亚太区内容总监）带领下，依然是奈飞不可或缺的内容投资市场。今年，奈飞计划继续发行25部韩国影视剧，包括电影、网剧以及综艺真人秀节目等。但口碑爆款产品的制作可遇而不可求。一个典型的例子是，当年《纸牌屋》炙手可热，随后奈飞耗费9000万美元巨资制作东方史诗原创剧《马可·波罗》，试图复制《纸牌屋》的成功。但这部剧最后遭遇市场滑铁卢。在张毅看来，《鱿鱼游戏》的爆红只是短期内拉动了亚太地区的用户增长，一部剧带来的用户增长及收入和利润的增长，是不可持续的，最终还是要靠更多爆款作品拉长周期。奈飞也在三季度财报中提到：“我们的竞争对手正在进行大量投资，以推动订阅者的参与度，但建立大型、成功的流媒体业务很难。”奈飞的竞争对手包括Disney+、Discovery的HBO等，它们几十年的内容经验积累和资金储备，以及手上的IP资源，构成了其巩固市场地位的护城河。奈飞试图找到新的商机——深耕IP去挖掘更多的商业价值，将游戏作为影视衍生产品，形成更多元的付费体系，发展“影游联动”作为业绩增长的破局点。实际上，从2021年7月起，奈飞就有意探索游戏领域，并陆续开始有所动作。今年9月26日，奈飞在芬兰首都赫尔辛基开设了一家游戏开发工作室，这是其自建的第一个工作室。在此之前，奈飞也已经陆续收购了3家游戏工作室。目前，奈飞共有35款游戏，计划今年年底上线游戏数量会达到50款。数字经济智库首席研究员胡麒牧向《中国企业家》表示：“奈飞虽然一开始未必会靠游戏盈利，但如果培养起用户在平台的使用习惯，平台可以做圈层，再去附加视频、音乐等服务，更容易做大平台商业生态。”在摩根士丹利分析师Benjamin Swinburne看来，考虑到视频游戏的潜力，奈飞将有望抓住下一个2000亿美元的全球消费市场机会。在全球拥有两亿多用户的奈飞，除了深耕长视频内容赛道之外，能否打开游戏等内容赛道想象空间？张毅表示：“流媒体市场从来不缺竞争者，奈飞的用户可能也是Disney+的用户，用户对平台的忠诚度不高。内容永远是抓住用户的最好方式，从某种意义上来讲，奈飞最大的竞争对手不是Disney+，也不是Discovery的HBO，而是自己。”奈飞寻求下一个黄金十年今年8月29日，是奈飞成立25周年。经过25年的发展，奈飞从一家邮寄出租DVD的小公司发展成全球领先的流媒体公司。在过去25年里，奈飞主要经历了四个备受质疑的发展阶段。阶段一：从最初邮政递送DVD，到转型做流媒体。当时百事达回拒了里德·哈斯廷斯要价5000万美元收购奈飞的请求;阶段二：从网络播放旧内容到通过外部制片公司创作新内容，譬如2013年火爆全球的《纸牌屋》;阶段三：从外部授权到创建自己的制片公司，制作出大量获奖电影和电视节目，如《怪奇物语》、《纸钞屋》等;阶段四：从美国到世界各地，成为一家业务遍及190个国家的全球性娱乐巨头公司;“近几年来，面对流媒体激烈竞争，奈飞向市场证明了几大核心竞争力，”腾讯影业前副总经理申少峰向《中国企业家》表示。“第一大竞争力是从最早DVD租赁到电影制作的生意模式，能做到盈利、市值比国内公司要高，本身是能量守恒原则下的价值溢出的表现；第二是奈飞持续深耕运营以及内容营销，通过其cinematch推荐算法不断创新能力；第三是公司背后技术、资本和文化的系统整合，CEO先进的认知水平。”奈飞过去四次的成功转型，正与创始人息息相关。哈斯廷斯一直非常重视企业的创新精神，广为流传的《奈飞文化手册》正是他所作，这本书以“自由与责任”闻名，也是这家公司文化成果的象征。2018年，在Hired.com（一家科技人才市场网站）进行的一项调查中，奈飞被评为公司职员最想去工作的公司，击败了谷歌、特斯拉和苹果，成为深受员工们追捧的企业。眼下，奈飞是否能再创辉煌，是个未知数。但在以往25年里，每当奈飞第一增长曲线达到顶峰时，哈斯廷斯总能预判企业危机，及时做出调整，推出第二增长曲线等创新策略。《创新者的窘境》中有一段话：那些管理良好，追求技术创新的管理者，并没有因为市场变化和技术变革，使企业丧失市场份额。对于哈斯廷斯来说，他能带领奈飞延续以往的成功吗？","news_type":1,"symbols_score_info":{"NFLX":1}},"isVote":1,"tweetType":1,"viewCount":646,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":9986512241,"gmtCreate":1666982299984,"gmtModify":1676537844201,"author":{"id":"4095591124573590","authorId":"4095591124573590","name":"佰伍","avatar":"https://community-static.tradeup.com/news/5f93191db2266c283d6817c4422f0a71","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"4095591124573590","idStr":"4095591124573590"},"themes":[],"htmlText":"💪💪💪💪","listText":"💪💪💪💪","text":"💪💪💪💪","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/9986512241","isVote":1,"tweetType":1,"viewCount":434,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":9044897150,"gmtCreate":1656728716170,"gmtModify":1676535885288,"author":{"id":"4095591124573590","authorId":"4095591124573590","name":"佰伍","avatar":"https://community-static.tradeup.com/news/5f93191db2266c283d6817c4422f0a71","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"4095591124573590","idStr":"4095591124573590"},"themes":[],"htmlText":"<a 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