流媒体狂潮生变! 从订阅为王到“观看时长变现” 广告套餐晋升奈飞(NFLX.US)新增长引擎_老虎社区_美港股上老虎

流媒体狂潮生变! 从订阅为王到“观看时长变现” 广告套餐晋升奈飞(NFLX.US)新增长引擎

智通财经05-11

智通财经APP获悉，随着全球流媒体领军者奈飞(NFLX.US)最新的“无广告标准订阅套餐”大幅涨至20美元，流媒体走向传统TV电视的临界点似乎越来越近。奈飞将无广告标准套餐推高至约20美元/月，而含广告套餐约9美元/月，标志着流媒体商业模式从“纯订阅收费”转向“订阅费+广告收入”双引擎。用户付多少钱不再是唯一关键，用户们究竟能够看多久、能产生多少广告曝光正在成为平台衡量用户价值的新标准。流媒体公司...

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href=http://www.zhitongcaijing.com/content/detail/1439997.html><strong>智通财经</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>智通财经APP获悉，随着全球流媒体领军者奈飞(NFLX.US)最新的“无广告标准订阅套餐”大幅涨至20美元，流媒体走向传统TV电视的临界点似乎越来越近。奈飞将无广告标准套餐推高至约20美元/月，而含广告套餐约9美元/月，标志着流媒体商业模式从“纯订阅收费”转向“订阅费+广告收入”双引擎。用户付多少钱不再是唯一关键，用户们究竟能够看多久、能产生多少广告曝光正在成为平台衡量用户价值的新标准。流媒体公司...</p>\n\n<a href=\"http://www.zhitongcaijing.com/content/detail/1439997.html\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU0353189680.USD","symbol_name":"富国美国全盘成长基金Cl A 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From Subscription as King to \"Monetizing Watch Time\" Ad Package Promotes Netflix's (NFLX.US) New Growth Engine","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"NFLX":1.97,"NFXL":0.6,"NFLP":0.6,"NFLU":0.6,"NFXS":0.6,"NFLY":0.6,"NFLW":0.6},"content_text":"智通财经APP获悉，随着全球流媒体领军者奈飞(NFLX.US)最新的“无广告标准订阅套餐”大幅涨至20美元，流媒体走向传统TV电视的临界点似乎越来越近。奈飞将无广告标准套餐推高至约20美元/月，而含广告套餐约9美元/月，标志着流媒体商业模式从“纯订阅收费”转向“订阅费+广告收入”双引擎。用户付多少钱不再是唯一关键，用户们究竟能够看多久、能产生多少广告曝光正在成为平台衡量用户价值的新标准。流媒体公司们似乎正在发现，它们最有价值的客户可能不是那些付费最多的订阅客户们。相反，越来越有价值的是那些观看时间最长的观众。这一变化受到一种典型转变的推动：行业正从单一订阅模式，转向一种将订阅费与广告相结合的模式。由于广告是基于观看量出售的，订阅用户们的流媒体平台观看时间越长，这些观众们能够创造的相关联收入就越多。截至2025年四季度，奈飞(即Netflix)称其全球付费会员已突破3.25亿，在全球订阅型流媒体平台中处于第一梯队/领先位置;若按订阅规模、全球覆盖、内容消费时长和原创内容工业化能力综合衡量，Netflix仍是全球流媒体龙头。全球爆款原创剧集《鱿鱼游戏》(Squid Game)、《怪奇物语》(Stranger Things)、《星期三》(Wednesday)、《布里奇顿》(Bridgerton)、《怪物：杰弗里·达默的故事》(Monster: The Jeffrey Dahmer Story)皆属于奈飞旗下热门IP;《鱿鱼游戏》、《纸钞屋》(Money Heist / La Casa de Papel)、《暗黑》(Dark)、《弥留之国的爱丽丝》(Alice in Borderland)、《王国》(Kingdom)这类非英语爆款堪称奈飞独家IP优势，这类内容体现奈飞区别于传统好莱坞平台的优势，即它能把韩国、西班牙、德国、日本等本土内容包装成全球爆款。订阅不再是唯一金矿——Netflix把流媒体带回“广告时代”今年3月，奈飞在一年多一点的时间内第二次涨价，将其标准化的无广告套餐推高至每月约20美元，而含广告套餐仅仅为9美元，这表明，一个订阅用户观看了多少内容，可能与他们预先支付了多少钱同样重要，甚至更重要。“这是双重收款日，”EDO总裁兼首席执行官Kevin Krim表示。EDO是一家衡量流媒体和线性电视广告效果的科技公司。Krim表示：“只要含广告套餐订阅用户们对内容和广告保持参与，他们的价值至少会与无广告订阅用户相当，甚至更高。”在多年抵制广告之后，奈飞如今正大力转向这一经典创收模式，在订阅业务之外迅速建设其广告业务。“我们正在取得良好进展，前方(广告业务)的机会巨大，”奈飞联席首席执行官Greg Peters在公司最新财报发布后表示。迪士尼旗下Hulu长期以来一直将订阅收入与广告收入结合起来，派拉蒙、华纳兄弟探索和康卡斯特也已在各自流媒体平台上推进类似策略。不过，奈飞的典型优势来自其覆盖全球的IP规模以及其观众观看内容的时长。根据该公司2025年第四季度股东更新文件，奈飞在全球拥有超过3.25亿订阅用户，仅在2025年上半年，观众累计观看内容时长就超过950亿小时，这为其随着时间推移创造广告收入提供了远多于竞争对手的机会。Peters表示，缩小无广告订阅用户与含广告订阅用户之间的数值差距，是公司未来增长的一个主要重点。他在公司最近的财报电话会议上表示，这一“差距正在缩小”，而缩小该差距将是“未来收入与利润大幅增长的关键机会”。无广告用户直接每月付更高订阅费，比如标准无广告套餐约19.99美元;广告层用户每月只付约8.99美元，表面看收入更低。但广告层用户还会通过观看广告贡献广告收入，所以Netflix希望通过提高广告填充率、广告定价、投放效率和观看时长变现，把广告层用户的“订阅费+广告收入”做得越来越接近无广告用户，甚至在高观看时长用户身上超过无广告用户。越爱看越值钱——含广告用户价值正在逼近无广告用户价值奈飞要缩小的不是“看广告的人”和“不看广告的人”之间体验差距，而是两类用户给公司创造的收入价值差距。 一旦广告层用户的商业价值接近无广告用户，Netflix就可以更从容地提高无广告套餐价格，同时用低价广告套餐留住价格敏感用户，并把他们转化为广告收入资产。根据EDO的分析，一名每月支付约8.99美元的含广告订阅用户，在观看10小时后可产生约12.89美元的月总收入;观看20小时后可产生16.79美元;观看约28.5小时后可产生约20美元。在观看约41小时后，该订阅用户每月可产生近25美元收入，明显高于如今标准的19.99美元奈飞无广告订阅费。Krim表示，该模型假设CPM，即每千次展示成本，为43美元，并且每小时约有9条30秒广告。他表示：“这些数据可谓从根本上改变了流媒体网络应如何评估这类订阅用户的价值。”Netflix发言人Adrian Zamora表示：“建设我们的广告业务仍然是一个主要的变现优先事项。我们的广告收入仍有望在2026年达到30亿美元，意味着有望同比大幅增长超2倍。”“我们距离人们所想象的价值持平要近得多，”Goodway Group首席执行官Paul Frampton-Calero表示。Goodway Group是一家专注于程序化媒体、零售媒体和互联商务的数字营销机构。他表示，含广告类型订阅用户短期内有望产生高端用户价值的50%至75%，并有可能随着时间推移达到或超过价值持平。他表示，这是因为流媒体平台可以将规模与关于观看行为的营销详细数据结合起来，使广告主们能够基于实际参与度而不是宽泛的人口统计特征来评估受众价值。流媒体走向旧电视临界点——新用户增长正在被广告套餐接管这一模式还受到消费者们积极推动，他们对更高订阅成本的抵触情绪日益增强。随着消费者越来越抗拒涨价，家庭流媒体支出趋于稳定，越来越多订阅用户选择低价含广告套餐——集中体现在过去两年约71%新增订阅增长源头来自广告套餐;这些也在说明广告层不再只是低端替代品，而是新用户进入流媒体生态的主通道。流媒体正在越来越像传统电视：低价入口、广告变现、规模和观看时长决定商业价值。根据德勤2026年3月《数字媒体趋势》报告，美国家庭们在流媒体订阅平台上的平均支出一直持平于每月约69美元，而61%的消费者表示，如果价格上涨5美元，他们将取消某项服务。与此同时，目前约68%的订阅用户们使用含广告套餐，反映出越来越多人愿意以观看广告换取更低价格。AI digital首席战略官Mary Gabrielyan表示，含广告套餐不再只是一个更便宜的替代方案。如今，它们已成为新用户进入流媒体平台的主要方式。AI digital是一家媒体与营销技术公司。根据Antenna在其2025年第二季度《订阅状况报告》中的数据，在过去两年里，约71%的新增订阅用户增长来自含广告套餐。这家追踪美国主要流媒体平台订阅活动的公司发现，其中约65%是平台新增的订阅用户，而不是从高级套餐降级而来。即便有这种势头，高级订阅用户如今仍在积极创造更多收入。“最终目标是做到无差别，”来自美国银行证券的高级媒体与娱乐分析师Jessica Reif Ehrlich表示。“高级订阅用户仍然更有实际价值，但(含广告套餐订阅用户)正在努力追赶，”她表示。“在某个时点，流媒体平台和传统TV电视类似，订阅定价将撞上天花板，而增长将主要来自广告。”","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"hasMoreComments":false,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"isCrawlerRequest":true}