全球媒體盈利途徑分析報(bào)告-培訓(xùn)課件外文版2024.4

TRENDS

&DIGITALMedia

trends

and

the

race

fornew

profit

avenuesTrend

reportMedia

industry

in

the

throes

of

transformationExecutive

summary“Thefastandthe

furious”–thisiswhat

the

media

industry’sresponse

toachanging

?

Advertising

tothe

rescue.

Thissolution

isnot

limited

tovideo.

Thenews

andconsumer

and

financiallandscapecouldbecalled

these

days.Thepandemic

andthe

economic

downturn,coupled

withpolitical

uncertainties,

havekickstarted

awhirlwind

of

changeto

theentertainment

landscapeinthe

pastthree

years.

Mediaconsumption

habits

havechanged.Simplicity

andaffordabilityare

key

drivers

ofentertainment

choices.

Theindustryneeded

to

adapt

andtakeactiontokeepsubscribers

andgrow

profits.

And

ifthatwas

notenough,AIcame

into

thepictureandcausedfurtherdisruptions.

Looking

aheadtothe

end

of2023,

thefollowing

arethe

major

trendsinthemedia

industry:podcastingindustriesare

alsoexperimenting

with

thisrevenue

source.

Inpodcasting,theroute

to

goisupclose

andpersonal

viasmall

podcasters,

whilefornews

publishers,

first-party

data

on

owned

adplatformsmight

bethefuture.?

AIisablessing

andacursefor

the

media

industry.Inthebackgroundof

allthesechanges,AIiseither

drivinginnovation

or

drivingawedge.

Onthe

one

hand,

thisadvanced

technology

isbeing

used

to

deliver

abettercustomer

experience(here,

Netflix

leadsagainwith

itsadvancedalgorithms

andpersonalization)

andinsupportingmedia

creation

processes.

Onthe

other

hand,

theunrestricted

useof

AI

is

beingprotested

bythe

industryasitposes

arisk

of

joblosses.?

Thefilmandvideo

sectors

are

implementing

new

formats

and

businessmodelstocurbcustomer

losses.Introducingfar-reaching

regulations

isthe

way

outof

this

impasse.?

Invideo

streaming,everybody

wantsto

belikeNetflix

(the

only

platformtoreport

Thisreport

explores

the

transformations

mentioned

above

inthecontext

of

aaprofit

in2022),

bycutting

on

password

sharing,slowing

content

spending,andgoing

ad-supported

(page11).changingmedia

production

andconsumption

environment.

Thestudydivesintovideo

streaming,

cinema,news,

and

podcastingmarket

trends,as

well

asspotlightsthe

involvement

ofAIinthesesectors.?

Box

officegrowth

is

farfrompre-pandemic

levels,

sothecinema

industryistesting

videogame

adaptations,concert

adaptations,and

theindieroute

tohavemoviegoers

come

backto

theaters.301The

role

of

AI

in

media?

AIand

humanscanco-exist?

Media

industryand

consumers

notall

against

AI?

Importance

andchallenges

ofregulating

AIQuestion:

Is

AI

pulling

all

the

strings

in

media?Answer:

No,

itis

not.AIisadisruptor–not

the

evil

incarnate.

Not

unlesswe

let

itbe.

Today,AI

is

alreadyinthe

background

of

impendingchangesinthemedia

landscape;

however,

theindustryandconsumers

stillhaveachanceto

respond

andshapethefutureofmedia

enhanced

byAI.Inthe

end,arts,media,and

entertainment

areall

creativedisciplines,andhumanimagination

isthe

only

tool

thatknows

no

bounds–afterall,itcreated

AI.TheinitialtestingphaseofAI’sapplicationshasshown

itslimitations,andthose,inturn,indicateaneed

forregulations

to

beput

inplace.

Thepurpose

oftheseregulations

istomakesure

thatAIremains

anenhancement

of

humanintellect

anddoes

notreplace

itsinvolvement.

Theaimistomake

the

brainandAI

partners,

notenemies

–enough

movies

haveshown

thatthisenmity

will

notend

well.

Sonow

isthe

time

to

set

agood

baseforfuturecollaboration.

Thisiswhy

media

workers

arenow

taking

astand,forexample,

with

thestrikes

inHollywood

(see

page23),limitingAIlearning

based

onpublished

texts,andthe

first

class-action

lawsuit.Regardless

ofthese

disruptions,the

media

andentertainment

industryis

stillevolving

organically.

Throughthisreport,

themost

imminent

trendsinthe

mediamarket

will

bepresented,

sprinkled

with

spotlightson

the

involvement

of

AI

ineachof

thesetransformations.5Mediaindustry

reactions

to

AICertain

tasksarehappilyoutsourced

to

AIEntertainment

tasksperformed

wellbygenerativeAIaccordingtoindustryworkers

U.S.

2023Astudy

conducted

byVariety

and

YouGov

foundthatmostmedia

andentertainment

workers

areconcerned

abouttheimpactof

AIon

theindustry–

fouroutof

fivethink

generativeAIwill

beused

forintellectual

property

infringement

or

thatitwill

lead

tojoblosses.

However,

itisobvious

thatAIcansupport

creative

processes

inthissector

ifused

wisely.Realistic

sound

effects,automated

code

ingameprogramming,

artwork

for

film,andgamestoryboards

arejustafew

examples

cited

byinsiders

astasksperformedeffectively

byAI.Theclueis

to

useAItools

to

enhance

humanwork

insteadof

replacing

itcompletely.

Afterall,laser

surgerystillrequires

thekeen

eye

andexpertise

of

the

surgeon.

ManyAIexperiments

inthemedia

industryhavedemonstrated

thathumaninvolvement

remains

necessary,

andthe

power

of

thecreative

and,

more

importantly,questioning

braincannot

bereplicated

byartificial

intelligence.ShareofrespondentsCreating

realisticsound

effectsforfilm,

TV,

orgamesAutocompleting

codetoassistingame

programmingDevelopingartworkfor

film,

TV,orgame

storyboardsDeveloping3D

assetsforfilm,

TV,

video

games,

orvirtual

worldsCreating

realisticvoicesfor

film,

TV,

orgames58%54%52%47%47%45%Creating

realistic-soundingforeign

languagedubbing

offilm/TV

dialogueWriting

game

dialogueWriting

songlyrics38%33%33%29%Creating

realisticsyntheticactorsforfilmorTVWriting

film/TV

scripts6Notes:United

States;

June

28

to

29,

2023;

515

respondentsSources:

Variety;YouGov;ID:1400546;

Text:Variety;YouGov;

ID:1400536Mediaconsumers‘

reactions

to

AIAudiencesbelieve

inhumanintellect

when

itcomes

tocreative

contentHuman-vs.AI-driven

mediacontentpreferenceamong

U.S.

adults,2023According

to59

percent

of

U.S.adultsqueried

byMorning

Consultin2023,

thegovernment

should

implement

limitationson

the

useof

AIto

regulate

itspotentialof

replacing

media

andentertainment

jobs.

Whatthismeans

isthatthegeneralpopulationintheU.S.is

aware

of

the

risksof

unrestricted

useof

AI

toemploymentinthe

creative

industries.

However,

analysts

from

Goldman

Sachsforecast

thatonlyaround

aquarterofjobsinthearts,entertainment,

and

media

sector

could

beautomated

byAI,asopposed

toclose

tohalf

of

officeandadministrative

positions.Thisforecast

is

notsurprising

atall,seeing

asconsumers

inthecountry

arenotvery

interested

inAI-driven

media

content.

While

AIaugmentationinitselfisnotanissue,avast

majority

of

U.S.adultswould

prefer

toread

or

view

onlinecontentcreated

mainly

byhumanbrainpower.

Thisisespecially

trueforjournalism-relatedcontent

and

visual

media.

So,asconsumer

need

steers

development

intheindustry,itcanbesafely

assumed

thatAI-driven

media

will

remain

second-best

forthe

foreseeable

future.

This,inturn,indicatesthatAI

implementation

intheentertainment

industryshould

befocused

on

supportingprocesses

ratherthanreplacing

employees.ShareofrespondentsOnlinenewsarticles69%69%12%12%orwebsitesPhotojournalism,orpicturesforanewsstoryVideosforpersonal

use65%13%Photos

andillustrationforartistic

purposes64%14%Customer

marketing

websites60%15%Moviesforstreaming

networksortheatrical

release58%18%Preferhuman-drivencontentPreferAI-drivencontent7Notes:United

States;

February14

to

15,

2023;

1,109

respondentsSources:

Ipsos;

ID:1400715;

Text:Morning

Consult;

Goldman

Sachs;ID:1403206;

ID:1378599Three

reasons

why

AI

needs

to

be

regulated…To

safeguard

intellectualpropertyMediaandartscontentisallabout

whothought

ofitfirst.amountsofonlinearticles,reports,

visuals,

andmore

tolearnfromthem

andlaterrecreatethem.Inotherwords,itiscommittingplagiarismonamassive

scale.Inresponse,the

firstactionshavealreadybeentaken.In

September2023,

theAuthorsGuildinthe

U.S.filedaclass-action

suit

againstOpenAIforusingillegalonlinecopiesoftheirbooksandusingthemtotraintheirAIsoftware.Also,a

prominent

onlinepublisher,TheNewYork

Times,revised

theirTermsandConditionsinthesummerof2023

toexplicitlyprohibitAItechnologyfrom

crawling

theircontentwithoutpriorconsent.321isTHElawoftheindustry.However,sofar,

AIhasbeen

circumventing

thislaw,crawlingvastTo

addressethical

concernsGenerativeAIcan

beusedtocreatephotography,

videos,

artwork,

andtosimulateandclonevoices.

Therefore,

ethics

isa

largeaspect

ofAIcontentcreation.Deepfakes

areagrowing

concern,

andthe

potentialofspreadingmisinformationvia

theuseofAI

contentisnot

sci-fi

anymore.InApril2023,

the

Guardian

wascontactedbyresearcherswhousedChatGPTtosourceinformation.Thesoftwarecited

twoarticlesfromtheGuardianthatcouldnotbefoundbecausethesearticleswereneverwritten.InatimewhenAIcan

simplymakeup

references,itisimportant

tostrictlyregulate

the

applicationofthistechnology.Toprotectemploymentincreative

industriesThewritersandactorsstrikesinHollywoodarejust

oneexampleoftheindustryrisingagainstthe

unfairuseofAItechnologyinmediaproperties.Whilescreenwritersarewaryofthe

useofAIwhenitcomestoscriptwriting,

actorsareconcernedabout

their

likenesses

or

voices

beingreproducedwithouttheirconsent

ormonetarycompensation.Whatistheneedfor

a

Morgan

Freemanifhisvisuals

andvoicecan

bereusedtomakeanew

movieintwoweeks?

Actors,writers,editors,

designers,

younameit

–

ifunrestricted,

AIcouldreplacetheirjobsinnotimeasemployersarelookingtocut

costs.8Notes:Worldwide,

United

Kingdom,

United

States;

2023Sources:

CBC;

The

Guardian;

TheVerge…and

three

reasons

why

regulating

AI

is

challengingCan

thisbeacross-border

project?321Thankstothe

internet,

learningfromandgenerating

internationalcontentisanon-issue.

Whatbecomesanissueiswhethergovernments

can

setasidetheirdifferencesandestablishborder-transcending

laws

tocurbthe

unsafepotentialofusingAI.Around

the

globe,

countriesandorganizationsarestarting

tothinkoftheirownregulations.Someareplanning

thesealready,likeAustralia,the

UK,

andthe

EU(onacentralized

level),andsome

areinvestigating

breaches,likePoland,France,

Japan,andItaly.Chinarequiresbusinesses

toobtainclearancebeforereleasingmass-market

AI.Whatneedstobeexplored

iswhatthe

UK

ispushingfor:

international

policytalks,so

allcountriesandregionsareonthe

samepage

–

humansfirst,

AIassupport.To

open-source

ornottoopen-source?Thepros–

requiringAItobeopen-sourcewouldenablecommunity-widedevelopmentsandimprovementstothe

technology.Consequently,greater

diversityamong

developerswouldtranslateintomore

inclusive

tools.Thiswouldalso

meanthattech

giantslikeFacebook,

Google,

and

OpenAI

wouldlose

monopolyoversuch

solutionsandmakeAIsoftwareless

commercial.

However,

barelyanybodyapart

fromthesecompanieshasthenecessaryinfrastructure(heavy-dutycomputingpower)capableoftesting,

teaching,

andrunning

neworimprovedAImodels.Which

effectivelymakesthe

competition

reliantonthe

bigfishintheindustry.So,open-sourceAIisnotyet

asopenasitcouldbe.What

actually

isAI,

anyway?Itallboilsdowntothe

basics–

countryandindustryleadersmusthaveonedefinitionofthistechnologybeforeitisregulatedinanyway.

Thisdilemma

wasdiscussed

inthe

EuropeanUnion,

withthe

Parliamentandthe

CouncilunabletoagreeonhowAIshouldbeclassified.

TheAIAct

inthe

EUaimstoenablebusinesses

todevelopinthe

areaof

artificialintelligenceandprovidestrict

guidelinesandrulesfor

doingso.Whyisthe

definitionsoimportant?Because

anarrowonewillnotallowprogressinthisfield,whileadefinitionthatistoobroadmayencompass

simpletoolsandusecases

thatposenorisks.9Notes:Worldwide,

United

Kingdom,

United

States;

2023Sources:

MorganLewis;

Reuters;Time02Reinventing

the

video

streaming

business?

The(profitability)struggleisreal?

Contentspending

isfallingoutof

favor?

Streaming

services‘

strategies

onthetableVideo

streaming

–

a

money-losing

businessAnunprofitableraceRevenue,

expenses,

andprofits

ofcompanies'

DTCsegments2022Inthe

lastfew

years,

streaming

providers

suchasWarner

Bros.

Discovery

(WBD),TheDisney

Company,andNetflix

havespent

millions

ofdollars

onexclusive

andoriginal

content

toattractasmanysubscribers

aspossible.

Itseemed

tobepayingoffas

customer

numbers

surged

atthe

beginning

of2020.

However,

canstreamingservices

actuallybring

inmoney?

Infact,Netflix

isthe

only

company

inthesubscription

video-on-demand

(SVOD)

market

makingprofits,with

avalueof5.6billion

U.S.dollars

in2022.

Incomparison,

Disney,WBD,

NBCUniversal,

andParamount

Global

reported

losses

for

theirdirect-to-consumer

(DTC)businessesthatyear.Keyfigures

inbillion

U.S.dollars31.62624.720.2Additionally,inthe

crowded

and

costly

streaming

market,

providers

arestrugglinginterms

of

subscriber

growth.

Similarto

Netflix,Disney's

streaming

service

Disney+isalso

facing

highcustomer

churn.So,today,relying

only

onsubscription

growth

asarevenue

source

isnotenough

tomakeaprofit.

Therefore,

media

companies

havebeen

experimenting

withdifferent

cost-cutting

measures.

Thenextpageswillexplore

these

measures

andshow

which

ofthese

were

rewarded

with

success.8.97.36.75.64.64.92.1-1.6-1.8-2.5-4.5NetflixDisneyWBDExpensesNBCUniversalProfit/lossParamountRevenue11

Notes:Worldwide;

FY2022;

based

onannual

reports

ofthe

companiesSources:

Variety;

ID:1362405;

Text:Netflix;

Walt

Disney;ID:250934;

ID:1095372Has

the

peak

of

videocontent

spending

been

reached?The‘watching

whatever

and

whenever

we

want’-party

iscoming

to

anendContentspend

of

Netflixfrom

2019

to2024Onesuchaction

isreevaluating

content

strategies.

Analysts

forecast

thattheprevious

ballooning

expenditures

onTVshows

and

movies

will

flattenor

evendecline

inthe

years

tocome.

Netflix’s

content

spendfor2023

and2024,forexample,

will

probably

notexceed

thatof

2022.

Withthisconsistency,

the

companycanspend

more

on

licensed

content,suchasthebighit“Suits,”and

developoriginal

brandslike

“StrangerThings”

and“Squid

Game.”

Atthe

same

time,

Disneyplansto

save

three

billionU.S.

dollarsinprogramming

costsin2023.

Compared

toprevious

years,

thegrowth

rateofvideo

content

spendingworldwide

will

decline,

ascompanies

are

forecast

toincrease

theirexpenditures

byonly

onepercent

from2022

to

2023.

Thewriters

and

actors

strikeinHollywood

could

intensify

this

trendasstreaming

services

mustpartlydelay

unfinishedcontent.Spendinginbillion

U.S.dollars17.516.717171512.520192020202120222023*2024*Videocontentspending

worldwide

from

2019

to

2023Spendinginbillion

U.S.dollarsTheextensive

wave

of

programming

cost

savingsseems

to

bepayingoff:Disney,forexample,

hasroughly

halveditsDTCoperating

lossinthethirdfiscalquarterof2023

compared

toayearago.134.6136.4118.420219795.12019202020222023*12

Notes:(1)

Worldwide;

2019

to

2024;

*forecast;

(2)

Worldwide;

2019

to2023;

based

oncompany

reports;

*forecastSources:

(1)

Deadline;

Netflix;

ID:964789;

(2)

MoffettNathanson;

NextTV;ID:1370666;

Text:Disney;ID:1402610Streaming

services

leavestorylines

unfinishedContentis

no

longer

king,is

it?Preference

for

whentowatch

original

showson

streamingservicesintheU.S.

in2023,

byageShareofrespondentsForcost-cutting

purposes,

several

well-performing

original

TVshows

haverecentlybeen

canceled

afterone

or

two

seasons,

ending

themoncliffhangers.

HBO’s“Westworld,”

forexample,

was

canceled

afterfourseasons

andremoved

fromthestreaming

service

Max

(formerly

HBOMax)

despitereceiving

several

Emmys

andattractingloyal

viewers.

Netflix

alsoabruptlystopped

productionsforhighlyanticipated,critically

acclaimed

shows,

suchas“1899”

and

“Warrior

Nun.”Highproduction

costscompared

tounsatisfying

viewership

numbersinaparticulartimeframe

mightbethe

reason

forthisstrategy.

And

so,consumersbegin

to

wonderwhether

itisstillworth

theirtime

to

startwatching

anewly

launched

series.

Infact,nearly

halfof

U.S.respondents

to

anearly

2023

survey

saidthey

waited

fororiginals

onstreaming

platformstoendcompletely

before

theydove

in.Youngergenerations

were

even

more

likely

to

adoptthisviewing

habit.This,inturn,

createdaparadoxical

situationwhere

ifno

one

was

watching

the

series

as

soon

asitcameout,thatgaveasignalto

thestreaming

service

itwas

notinteresting,

sotheshowwould

getcanceled.0%100%All18-3435-5455+18%28%34%31%15%5%25%34%26%10%

5%19%29%15%6%11%20%43%19%6%IalwayswaituntilashowendscompletelybeforeIstartwatchingIsometimeswaituntilashowendscompletelybeforeIstartwatchingItmakesnodifferencetome

whetherthe

showhasfinished

or

notIneverwait(i.e.,Iwatcheachseasonasit'sreleased)Don'tknow13

Notes:United

States;

February9to

10,

2023;

1169

respondents;

18

yearsand

older;respondents

who

streamoriginalshowsSources:

YouGov;ID:1331750;

Text:ForbesAd-supported

tier

–

a

brilliant

marketing

tacticThecheapstreaming

ageis

historyMonthlypriceinU.S.dollarsInAugust

2023,

forthe

second

timeinless

than

ayear,

Disney

announced

itwas

raising

the

prices

foritsDisney’svideostreamingstreaming

offer

Disney+.

Withavalueof

13.99

U.S.dollars

permonth,the

ad-free

plan

now

costs20percent

more

than

when

the

service

was

launchedin2019.

Moreover,

Hulu’ssubscription

feegrew

bythreeU.S.dollars

asof

October

2023.

Thisway,companies

thathaveincentivizedconsumers

to

signupfortheirad-supported

tiershaveproven

tobemore

profitable

than

the

premium

(ad-free)

subscription-basedmodels.subscriptionplanintheU.S.

2023Disney+

withads$7.99$13.99$7.99$17.99$2Disney+

withoutadsHuluwithadsNetflix

alsomadeafurtherstep

toward

advertising

bydropping

itsbasicad-free

plan

intheU.S.andthe

UKfornew

or

rejoining

customers.

Theonly

choices

thatarenow

availableincludethead-supported

planpriced

at6.99

U.S.dollars

and

thead-free

planat15.49

U.S.dollars–forprice-sensitive

consumers

inuncertain

economic

times,

the

cheaper

plan

will

probablyremain

themost

convincing

one.

Indeed,theshareof

ad-supported

sign-upsofthetotalsubscriber

additionstostreaming

services

inthe

U.S.,suchasNetflix,nearly

doubledfrom

17

percent

to

32

percent

between

2019

and2022,

showing

thatconsumers

donotobject

to

watching

adsinasubscription

environment

with

ever-increasing

prices.HuluwithoutadsDisney+

(withads)onHuluadd-onESPN+onHuluadd-onESPN+withads$10.99$10.99Duo

Premium:Disney+(noads),Hulu(noads)SVOD

subscriberadditionsintheU.S.

from

2019

to2022,

byplantype$19.99$9.99ShareofsubscriberadditionsDuo

Basic:

Disney+

(withads),Hulu(withads)Adsupported201920202021202217%20%83%80%26%32%74%68%TrioPremium:Disney+

(noads),Hulu(noads),ESPN+(withads)Adfree$24.9914

Notes:(1)

United

States;August

2023;

(2)

United

States;2019

to

2022;

excl.freetiers,MVPD+telco

distribution,

and

selected

bundles,

incl.

selected

SVOD

servicesSources:

(1)

Variety;ID:1404767;

(2)

Antennas

Direct;The

Streamable;ID:1386408;

Text:The

Hollywood

ReporterConsolidation

–

the

nextstrategic

waveIncreasing

demandforastreamlined

app

experienceSVOD

users'perspectiveonswitchingbetweenappstowatch

contentintheU.S.

2023ShareofrespondentsWiththemost

popularstreaming

services

combined

now

costing

more

thancableinthe

U.S.,cheaper

bundling

and

consolidation

optionsliketheDisney+/Hulu/ESPN+

bundlearealsobecoming

more

attractivetoconsumers.

A2023

survey

revealed

thatnearly

half

of

adults

didnotliketoswitch

betweenstreaming

appsto

watch

different

TVshows,

andaroundtwo

inthree

SVOD

userswere

disappointedabouttheirfavorite

series’

beingdistributed

among

toomanyservices.34%31%24%24%Thestrategicmove

to

consolidate

platformscould

beaprofitable

solution

forcompanies,

aswell

asforother

content

providers

beyond

thestreaming

cosmos.

Arecent

agreement

to

unifythe

costly

billsofCharterSpectrum’s

cableand

Disney’sstreaming

platformsis

asteptowards

aconsumer-friendly

streaming

future.Moreover,

the

expected

fusion

ofHuluandDisney+

intoasingleplatformbytheend

of2023

islikely

to

offset

theirrecent

and

futurelossof

content.

According

todata

collected

byReelgood,

thiscould

create

aplatformwith

amore

competitivelibrary

size.

Afterall,content

remains

animportant

factorwhen

deciding

whichplatformtosignup

for.DonotlikehavingtoswitchbetweenappsjusttowatchadifferentshowFavoriteshowsarescatteredacrosstoomanyappsAgreeStronglyagree15

Notes:United

States;

April

2023;

1,769

respondents;

18

yearsand

olderSources:

Aluma

Insights;

The

Streamable;ID:1406086;

Text:Media

Post;Reelgood;The

Independent;

WaltDisney;ID:1386637;

ID:1386689Sharing

is

caring,

but

not

when

it

comes

to

streaming

accountsNetflix‘s

customer

baseincreased

amidpassword

sharingcrackdownPaid

netsubscriberadditionsofNetflixworldwide

from

2014

to2023WithDisney

facing

highcustomer

churn,theHouseofMouseannouncedthat

itwouldstepupthefightagainst

subscription

moochersby

implementing

anaccount-sharingpolicy

inCanada,

anticipatedfor

November

2023.Netflixhasalready

successfully

led

theway

inlaunchingapaid

password-sharing

optioninthefirst

half

of

2023aftersayingpreviously

that43percent

of

itssubscriber

base

shared

theiraccountswithsomeoneoutside

theirhouseholds.

Althoughthe

streaming

company

lostanexpected

number

ofsubscribers

after

implementing

thismeasure

inSpain,itssecond-quarter

earningsreportshowedthatNetflixattracted

aroundsixmillionnew

subscriptions

worldwide

during

thisperiod.

The

forecast

revenue

growthisgoingtocome

from

thesenew

paying

users,aswell

astheconstantincrease

of

itsad-supported

tier.

Yet,for

otherstreaming

providerslike

Disney,itremains

to

be

seenwhetherfinancially

stressed

householdswillbe

able

toafford

anextrafee,usethemuchcheaper

ad-supported

tiersandbundles,

or

cancel

theirsubscriptions

entirely.Net

subscriberadditionsinmillions2014

2015

2016

2017

2018

2019

2020

202120222023Q1Q2Q3Q4Q1Q236.5728.6227.8321.5518.2518.1816.36All

in

all,streaming

services

must

stay

creative

toretaintheircustomers

and

becomeprofitable.

As

oftoday,most

of

themare

betting

on

advertising

to

save

theday.Eliminationof

password

sharing

isanothermethod

thatisproving

useful

onalargerscale.

Consumer

habits

also

indicate

that

bundles

couldalso

be

asuccessful

solution(seeprevious

pages),

whichwill,however,require

cooperationacross

platforms

toreachprofitable

agreements

forall

sides.8.347.665.892.411.75-0.2-0.9716

Notes:Worldwide;

2014

to

Q22023;

excluding

free

trialsSources:

Netflix;

ID:196645;

Text:Netflix;

The

Verge;WaltDisneySpotlight:

Video

streaming

platforms

asveterans

in

AI

implementationAI-streamlined

pro