Dijital i\u00e7erik platformu Netflix bu y\u0131l en \u00e7ok abone d\u00fc\u015f\u00fc\u015fleri ve borsadaki rekor kay\u0131plarla konu\u015fuldu. Dijital devin yeni hamlelerinin \u015firketteki b\u00fcy\u00fck gerilemeyi durdurup durduramayaca\u011f\u0131 ise merak konusu.<\/b><\/p>\n
Dijital i\u00e7erik platformu Netflix b\u00fcy\u00fck abone kay\u0131plar\u0131 ve mali sorunlarla ba\u015f etmeye \u00e7al\u0131\u015f\u0131yor. Sorunlar kar\u015f\u0131s\u0131nda yeni y\u00f6ntemler geli\u015ftirmeye \u00e7al\u0131\u015fan \u015firketin gelece\u011fi ise soru i\u015faretleri ile dolu.<\/p>\n
Netflix ikinci \u00e7eyrek sonu\u00e7lar\u0131na g\u00f6re b\u00fcy\u00fck dijital platformlar aras\u0131nda abone kaybeden tek platform olurken \u015firket ayr\u0131ca en \u00e7ok abonesi olan servis unvan\u0131n\u0131 da yitirdi. G\u00f6zler \u015firketin yeni a\u00e7\u0131klanacak reklaml\u0131 abonelik hamlesinde olsa da uzmanlar bunun ge\u00e7 kalm\u0131\u015f olabilece\u011fini d\u00fc\u015f\u00fcn\u00fcyor.<\/p>\n
\u015eirket 2022’nin ilk \u00fc\u00e7 ay\u0131nda \u00f6nceki y\u0131la g\u00f6re 200 bin abone kaybetmi\u015fti. Bu kay\u0131p ikinci y\u0131l\u0131n ikinci \u00e7eyre\u011finde y\u0131ll\u0131k 970 bin seviyesine ula\u015ft\u0131. Art arda iki \u00e7eyrekte de abone kayb\u0131 ya\u015fayan platform toplam 220,7 milyon abonesi oldu\u011funu bildirdi.<\/p>\n
BORSADA B\u00dcY\u00dcK KAYIP<\/b><\/p>\n
Bu negatif veriler ABD borsalar\u0131ndaki ay\u0131 piyasas\u0131 ile de birle\u015fince \u015firketin hisseleri sene ba\u015f\u0131ndan bu yana y\u00fczde 62 de\u011fer kaybetti. Y\u0131l\u0131n ba\u015f\u0131nda Nasdaq borsas\u0131nda 597 dolar seviyesinden i\u015flem g\u00f6ren hisseler y\u0131l i\u00e7erisinde 162 dolara kadar gerilerken bu haftay\u0131 226 dolarla kapatt\u0131.<\/p>\n
Y\u0131l\u0131n ilk \u00e7eyre\u011fine ili\u015fkin bilan\u00e7osunu a\u00e7\u0131klad\u0131\u011f\u0131nda yat\u0131r\u0131mc\u0131lar\u0131n\u0131 \u015foka u\u011fratan \u015firket on y\u0131l i\u00e7inde ilk kez abone kayb\u0131 bildirmi\u015fti. Ancak ikinci \u00e7eyre\u011fe ili\u015fkin 2 milyonluk abone kayb\u0131 bekledi\u011fini bildiren \u015firketin bu kayb\u0131 1 milyondan az a\u00e7\u0131klamas\u0131 yat\u0131r\u0131mc\u0131lar\u0131 k\u0131smen de olsa rahatlatt\u0131. Yine de hem Netflix\u2019in hisseleri hem de abone kayb\u0131 \u015firketin ve dijital platformlar\u0131n gelece\u011fi a\u00e7\u0131s\u0131ndan soru i\u015fareti yaratmaya devam etti.<\/p>\n
REKABET TAHTTAN ETT\u0130<\/b><\/p>\n
Son abone say\u0131s\u0131 a\u00e7\u0131klamas\u0131yla Netflix\u2019in pazardaki liderli\u011fi de kapt\u0131rd\u0131\u011f\u0131 g\u00f6r\u00fcld\u00fc. Yap\u0131lan a\u00e7\u0131klamalara g\u00f6re, Disney\u2019in yay\u0131n platformlar\u0131n\u0131n toplam abone say\u0131s\u0131 221 milyona ula\u015farak 220 milyon abonesi olan Netflix\u2019i taht\u0131ndan etti.<\/p>\n
Netflix\u2019in ya\u015fad\u0131\u011f\u0131 sorunlar\u0131n ba\u015f\u0131nda rekabetin artmas\u0131 ve \u015firketin g\u00fc\u00e7l\u00fc rakipleri kar\u015f\u0131s\u0131nda tutunamamas\u0131 geliyor. Ya\u015far \u00dcniversitesi Ekonomi B\u00f6l\u00fcm\u00fc \u00f6\u011fretim \u00fcyesi Dr. An\u0131l Aba da Netflix aboneli\u011finin sinemaseverler i\u00e7in \u00e7ok pahal\u0131 olmad\u0131\u011f\u0131, \u015firketin ya\u015fad\u0131\u011f\u0131 sorunlar\u0131n alt\u0131nda yo\u011fun rekabetin yatt\u0131\u011f\u0131 g\u00f6r\u00fc\u015f\u00fcnde.<\/p>\n
Konuyu Sozcu.com.tr\u2019ye de\u011ferlendiren Aba, \u201cNetflix\u2019i \u00e7\u00f6kerten sebeplerin ba\u015f\u0131nda artan rekabet geliyor. 10 sene \u00f6nce Netflix rakipsizdi; bug\u00fcn Hulu, Prime Video, Peacock, Exxen, Disney+, HBO Max gibi bir\u00e7ok rakibi var. Bu rekabet izleyicileri de s\u0131k\u0131\u015ft\u0131r\u0131yor. Sadece Netflix\u2019e abone olmak b\u00fct\u00e7enizi sarsmaz ama hepsine birden abone olmak sizi zorlar\u201d yorumunda bulundu.<\/p>\n
Her platformun kendine \u00f6zel, ba\u015fka platformlarda olmayan dizileri ve filmleri oldu\u011funu belirten Aba, \u201cDolay\u0131s\u0131yla, izleyiciler bir noktada karar verip bir ya da birka\u00e7 platform se\u00e7mek zorunda kal\u0131yor. Bu durumda piyasaya yeni ve kaliteli i\u00e7eriklerle giren platformlar avantajl\u0131 oluyor\u201d dedi.<\/p>\n
Aba, \u201cNetflix\u2019teki kalbur\u00fcst\u00fc \u00e7o\u011fu diziyi izleyenler aboneli\u011fini iptal edip yeni bir platforma ge\u00e7iyor. \u015eunu da eklemek gerekir ki Netflix\u2019in i\u00e7erik portf\u00f6y\u00fc k\u00fc\u00e7\u00fcl\u00fcyor. Eskiden izledi\u011finiz bir s\u00fcr\u00fc iyi dizi ve film, lisans anla\u015fmalar\u0131 yenilenmedi\u011fi i\u00e7in, platformdan kald\u0131r\u0131l\u0131yor. T\u00fcm bunlar\u0131n Netflix\u2019in d\u00fc\u015f\u00fc\u015f\u00fcn\u00fc fiyatlardan daha iyi a\u00e7\u0131klad\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyorum\u201d diye konu\u015ftu.<\/p>\n
Aba ayr\u0131ca \u015fu de\u011ferlendirmelerde bulundu:<\/p>\n
\u201cDi\u011fer platformlar yava\u015flayarak da olsa hala abone say\u0131lar\u0131n\u0131 artt\u0131rmaya devam ediyor. Bunlar\u0131n \u00e7o\u011fu Netflix\u2019ten ge\u00e7enler. Sekt\u00f6r bir doygunluk noktas\u0131na ula\u015fmak \u00fczere, belki de ula\u015ft\u0131. Pazar paylar\u0131 bir dengeye oturduktan sonra rekabet, platformlar\u0131n birbirlerinden abone \u00e7almas\u0131yla ilerler. Esas vah\u015fi rekabeti o zaman g\u00f6rece\u011fiz. Orta vadede, her zaman oldu\u011fu gibi, birileri ayakta kalacak birileri iflas edip di\u011ferleri taraf\u0131ndan sat\u0131n al\u0131nacak.\u201d<\/p>\n
REKLAM HAMLES\u0130 \u0130\u015eE YARAR MI?<\/b><\/p>\n
T\u00fcm bu sorunlara ra\u011fmen platform ya\u015fad\u0131\u011f\u0131 kay\u0131plar\u0131n bir \u015fekilde \u00fcstesinden gelmeye \u00e7al\u0131\u015f\u0131yor. \u015eirket \u015fu s\u0131ralarda parola payla\u015f\u0131m\u0131n\u0131 ortadan kald\u0131rmay\u0131 hedefliyor ve reklam tabanl\u0131 bir plan \u00fczerinde \u00e7al\u0131\u015f\u0131yor.<\/p>\n
Netflix i\u00e7eriklerinde halihaz\u0131rda reklam bulunmuyor. Reklaml\u0131 i\u00e7erik pek \u00e7ok kullan\u0131c\u0131 a\u00e7\u0131s\u0131ndan \u00fccret \u00f6denen platformlar\u0131n mant\u0131\u011f\u0131na ayk\u0131r\u0131 g\u00f6r\u00fcn\u00fcrken \u015firket k\u00e2rl\u0131l\u0131\u011f\u0131 korumak i\u00e7in bu y\u00f6ntem konusunda \u0131srarc\u0131. Ayr\u0131ca bu y\u00f6ntemi kullanan ba\u015fka platformlar da mevcut. \u015eirket ise bu konu ile ilgili plan\u0131 2023’\u00fcn ba\u015flar\u0131nda a\u00e7\u0131klamay\u0131 hedefliyor.<\/p>\n
Netflix \u00f6nceki ay Microsoft’u reklam yay\u0131nlamaya yard\u0131mc\u0131 olan teknolojik ortak olarak duyurmu\u015ftu. Bloomberg\u2019in iddias\u0131na g\u00f6re ABD\u2019de Netflix’in yak\u0131nda \u00e7\u0131kacak olan reklam destekli paketi ayl\u0131k 7 ila 9 dolar aras\u0131nda olabilir. \u0130ddiaya g\u00f6re \u015firket ayr\u0131ca saate yakla\u015f\u0131k d\u00f6rt dakikal\u0131k reklam satmay\u0131 hedefleyecek. Ancak \u015firket bu iddialar\u0131 reddederken h\u00e2len plan \u00fczerinde \u00e7al\u0131\u015ft\u0131klar\u0131n\u0131 bildirdi.<\/p>\n
Son olarak Netflix, Snapchat’in \u00e7at\u0131 \u015firketi Snap firmas\u0131n\u0131n reklam konusunda en \u00f6nemli isimleri Jeremi Gorman ile Peter Naylor ile anla\u015ft\u0131\u011f\u0131, reklam operasyonlar\u0131 i\u00e7in bu isimlerle \u00e7al\u0131\u015facaklar\u0131 duyuruldu.<\/p>\n
\u2018NETFL\u0130X GE\u00c7 KALDI\u2019<\/b><\/p>\n
Reklaml\u0131 i\u00e7erikler konusunda da de\u011ferlendirmede bulunan Aba \u015firketin bu konuda ge\u00e7 kalm\u0131\u015f olabilece\u011fini belirtti. Aba, \u201cReklams\u0131z i\u00e7erikte \u0131srar etmesinin Hastings\u2019in bir hatas\u0131 oldu\u011fu d\u00fc\u015f\u00fcn\u00fcl\u00fcyor. Mesela Hulu ve Peacock\u2019\u0131n uygulama i\u00e7inde reklam verdi\u011fi daha d\u00fc\u015f\u00fck fiyatl\u0131 paketleri epeydir var. Fiyat ve hizmet farkl\u0131la\u015ft\u0131rmas\u0131 ispatlanm\u0131\u015f bir k\u00e2r maksimizasyonu prensibidir. Netflix bunu yapmakta \u00e7ok ge\u00e7 kald\u0131\u201d dedi.<\/p>\n
Aba son olarak \u201cBu saatten sonra reklaml\u0131 abonelik se\u00e7ene\u011fi Netflix\u2019i kurtar\u0131r m\u0131? Emin de\u011filim. \u00c7\u00fcnk\u00fc hem i\u00e7erik portf\u00f6y\u00fc hem abone say\u0131s\u0131 hem orijinal i\u00e7erik kalitesi a\u00e7\u0131s\u0131ndan \u00e7ok geriledi Netflix. Sekt\u00f6r de \u00e7ok daha rekabet\u00e7i. Normal \u015fartlar alt\u0131nda CEO\u2019nun de\u011fi\u015fmesi laz\u0131m ama \u015firketin kurucu orta\u011f\u0131 CEO olunca zor\u201d de\u011ferlendirmesinde bulundu.<\/p>\n","protected":false},"excerpt":{"rendered":"
Dijital i\u00e7erik platformu Netflix bu y\u0131l en \u00e7ok abone d\u00fc\u015f\u00fc\u015fleri ve borsadaki rekor kay\u0131plarla konu\u015fuldu. Dijital devin yeni hamlelerinin …<\/p>\n","protected":false},"author":1,"featured_media":35892,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[3075,7127,1193,2439,217],"class_list":["post-35891","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ekonomi","tag-abone","tag-icerik","tag-netflix","tag-reklam","tag-sirket"],"_links":{"self":[{"href":"https:\/\/haberulus.net\/index.php?rest_route=\/wp\/v2\/posts\/35891","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/haberulus.net\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/haberulus.net\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/haberulus.net\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/haberulus.net\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=35891"}],"version-history":[{"count":1,"href":"https:\/\/haberulus.net\/index.php?rest_route=\/wp\/v2\/posts\/35891\/revisions"}],"predecessor-version":[{"id":35893,"href":"https:\/\/haberulus.net\/index.php?rest_route=\/wp\/v2\/posts\/35891\/revisions\/35893"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/haberulus.net\/index.php?rest_route=\/wp\/v2\/media\/35892"}],"wp:attachment":[{"href":"https:\/\/haberulus.net\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=35891"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/haberulus.net\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=35891"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/haberulus.net\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=35891"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}