网飞公司, Max, Disney+ Password Policing Is Latest Bid for Streaming Viability
跟随…的脚步 网飞公司 和马克斯, Disney+ is the latest streamer to crackdown on account sharing to boost subscriber growth and keep the business viable.
The move is hardly a surprise given the success which archrival 网飞公司 has had since initiating its crackdown a year ago. 根据分析公司 天线, 网飞公司's United States signups increased by 102 percent during the first four days after its rule went into effect in May 2023, 与60天前相比. There were an average of 73,000 new signups daily, far outpacing cancelations.
从6月, Disney will begin converting suspected account sharers to paid subscribers across Disney+, having already begun announcing the changes to Hulu and ESPN+ subscribers.
“付费分享对我们来说是一个机会,迪士尼首席财务官休·约翰斯顿在最近的第三季度财报电话会议上说. “It's one that our competitor is obviously taking advantage of, and one that sits in front of us."
Say goodbye to your best friend's neighbor's great aunt's Disney+ account, 正如迪士尼首席执行官鲍勃·伊格尔在一次采访中所说 CNBC采访.
“We certainly 有 established this as a real priority,” Iger said the earnings call. “We actually think that there’s an opportunity here to help us grow our business.”
从夏天开始, Disney+ accounts suspected of improper sharing “will be presented with new capabilities to allow their borrowers to start their own subscriptions,约翰斯顿解释道. This will include allow account holders to share to access to their account with individuals outside their household for an additional fee.
“虽然我们还处于早期阶段, and don’t expect notable benefits from these paid-sharing initiatives until the back half of calendar 2024,约翰斯顿补充道. “We want to reach as large an audience as possible with our outstanding content and we’re looking forward to rolling out this new functionality to improve the overall customer experience and grow our subscriber base.”
网飞公司 also has an option for the account holder to pay to add a member outside the home or for the borrower to transfer their profile and create their own account.
它看到 第四季度收入 同比增长12%, 这归功于付费分享, 以及价格上涨和潜在的业务. 网飞公司表示，现在这是公司的“正常业务流程”.”
“它融入了我们所做的一切, and we’re iterating and improving on it just like we would any other significant part of our product experience,联合首席执行官格雷格·彼得斯在第四季度财报电话会议上说. “我们认为 of this essentially as having built a more effective engine for translating the entertainment value that we’re creating for our members into revenue. But I think it’s critical to understand that that engine works on top of — and we see it working on top of — very healthy organic growth.”
今年3月，华纳兄弟(Warner Bros .). 发现号，麦克斯的母公司， 称将引入账户共享限制 到今年年底，2025年更广泛地推广.
“我们认为, 相对于我们的业务规模, 这是一个有意义的机会,“杰比·佩雷特, WBD首席执行官兼全球流媒体和游戏总裁表示.
Amazon and Apple 有 yet to follow suit — “though neither streaming nor entertainment is the main focus of these companies and they don’t need to use streaming to balance out cord-cutting losses,” 《百家乐软件app最新版下载》指出.
As 网飞公司 did, Disney will test the enforcement in smaller territories outside the U.第一. Iger hopes the move will be one more turn of the screw to transform the service into a more profitable venture.
Password-sharing crackdowns also come at a time when piracy is on the rise—something that’s keenly impacted WBD’s offerings. 多年来，HBO的 权力的游戏 是 盗版最多的一个 电视节目. 最近, 最后生还者 有 名列前茅.
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