Netflix斥资4.2亿美元在印度对抗迪士尼——TechCrunch
Netflix earmarks $420M to fight Disney in India – TechCrunch
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2019-12-13 17:42
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Netflix may still not have a million subscribers in India, but it continues to invest big bucks in the nation, where Disney's Hotstar currently dominates the video streaming market.

Netflix 在印度可能还没有100万用户,但它会继续在印度投入重金,而迪士尼旗下的 Hotstar 公司目前在印度占据着视频流媒体市场的主导地位。

Reed Hastings, the chief executive of Netflix, said on Friday that the company is on track to spend 30,000 million Indian rupees, or $420.5 million, on producing and licensing content in India this year and the next.

 Netflix 首席执行官里德·黑斯廷斯(Reed Hastings)周五表示,该公司今明两年将在印度投入300亿卢比(约合4.205亿美元)用于制作和授权内容。

“This year and next year, we plan to spend about Rs 3,000 crores developing and licensing content and you will start to see a lot of stuff hit the screens,” he said at a conference in New Delhi.

他在新德里的一次会议上说:“今年和明年,我们计划花费约300亿卢比开发和许可内容,您将开始在屏幕上看到很多东西。”

The rare revelation today has quickly become the talk of the town. “This is significantly higher than what we have invested in content over the past years,” an executive at one of the top five rival services told TechCrunch. Another industry source said that no streaming service in India is spending anything close to that figure on just content.

今天这个罕见的消息披露很快成为全城的话题。前五大竞争对手之一的一位高管告诉 TechCrunch: “这明显高于我们过去几年在内容上的投入。”另一位业内人士则表示,印度没有哪家流媒体服务公司在内容方面的支出接近这一数字。

While it remains unclear exactly how much capital other streaming services are pouring on content, a recent KPMG report estimated that Hotstar was spending about $17 million on producing seven original shows this year, while Eros Now had pumped about $50 million into its India business to create 100 new original shows. (The report does not talk about licensing content expenses.)

尽管目前尚不清楚究竟有多少资本注入其他流媒体服务内容,毕马威(KPMG)最近的一份报告估计,Hotstar 支出约1700万美元生产今年七个原创节目,而 爱神(Eros Now)现在已经向其印度业务注入约5000万美元创作100个原创节目。(该报告没有谈到授权内容费用。)

Netflix, which entered India as part of its global expansion to more than 200 nations and territories in early 2016, has so far produced more than two dozen original shows and movies in the country and inked partnerships with a number of local studios including actor Shah Rukh Khan's Red Chillies Entertainment.

2016年初,作为其全球200多个国家和地区扩张扩张计划的一部分,Netflix进入了印度。到目前为止,该公司已经在印度制作了超过20部原创节目和电影,并与许多当地工作室建立了合作伙伴关系,其中包括演员沙鲁克汗(Shah Rukh Khan)的红辣椒娱乐。

Hastings said several of the shows that the company has produced in India, including A-listed cast starring thriller “Sacred Games” and animated show “Mightly Little Bheem” have “travelled around the world.” More than 27 million households outside of India, said Hastings, have started to watch “Mighty Little Bheem,” a show aimed at children.

黑斯廷斯说,该公司在印度制作的几部节目,包括由一线演员主演的惊悚片《神圣的游戏》(Sacred Games)和动画片《威武小神童》(Mightly Little Bheem)都已“传遍全球”。黑斯廷斯表示,在印度以外,有超过2700万的家庭已经开始观看《威武小神童》,这是一部针对儿童的电视节目。

Netflix, which is expected to spend about $15 billion on content globally next year, has never shared the number of subscribers it has in India. (It has over 158 million subscribers globally.) But the company's financials in the country, where it employs about 100 people, have improved in recent quarters. In the financial year that ended in March, the company posted a revenue of $65 million and profit of about $720,000 for its India business.

Netflix 预计明年将在全球范围内花费约150亿美元用于内容制作,但它从未分享过它在印度的订阅用户数量。 (它在全球拥有超过1.58亿用户 。)该公司在印度雇佣了约100名员工,近几个季度财务状况有所改善。截至今年3月的财年,该公司的印度业务实现收入6,500万美元,利润约72万美元。

India has emerged as one of the last great growth markets for global technology and entertainment firms. About half of the nation's 1.3 billion population is now online and a fraction of it is beginning to transact online. India's on-demand video market is expected to grow to $5 billion in next four years from $500 million last year, according to Boston Consulting Group.

印度已经成为全球科技和娱乐公司最后的巨大增长市场之一。目前,印度13亿人口中约有一半是网民,其中一小部分开始在线交易。波士顿咨询公司(Boston Consulting Group)的数据显示,未来四年,印度按需视频市场的规模有望从去年的5亿美元增至50亿美元。

To broaden its reach in the nation, Netflix earlier this year introduced a new monthly price tier — $2.8 — that allows users in India to watch the streaming service in standard quality on a mobile device. (The company has since expanded this offering to Malaysia.)

为了扩大在印度的影响力,Netflix 今年早些时候推出了新的每月2.8美元的价格,允许印度用户在移动设备上观看标准质量的流媒体内容。 (此后,该公司将这项服务扩展到了马来西亚 。)

Netflix competes with more than three dozen on-demand video streaming services in India. Chief among its competitors in the nation is Disney's Hotstar. Hotstar's content bouquet includes live TV channels, streaming of sports events, and thousands of movies and shows, many syndicated from global networks and studios such as HBO and Showtime.

Netflix 在印度与三十多家视频点播服务公司竞争,其中最大的竞争对手是迪士尼旗下的 Hotstar 公司 。 Hotstar 的内容包括电视直播频道、体育赛事流媒体服务,以及数千部电影和节目,其中许多都是由全球电视网和 HBO、Showtime 等制片公司联合制作的。

The ad–supported service offers more than 80% of its catalog at no charge to users and charges 999 Indian rupees ($14) a year for its premium tier.

这项广告支持的服务向用户免费提供超过80%的商品目录,并收取999卢比(14美元)的年费。

Among the licensed content that Hotstar — or its operator Star India — own in the country include rights to stream a number of cricket tournaments. Cricket is incredibly popular in India and has helped Hotstar set global streaming records.

在 Hotstar 或其运营商 Star India 在印度拥有的授权内容中,包括一系列板球赛事的流媒体播放权。板球在印度非常受欢迎,帮助 Hotstar 创造了全球流媒体记录。

In May this year, Hotstar reported that more than 25 million people simultaneously watched a cricket match on the platform  — a global record. The service, at the time, had more than 300 million monthly active users.

今年5月,Hotstar  报道称,超过2500万人同时在该平台观看板球比赛,创下全球纪录。当时,该服务每月的活跃用户超过3亿。

Commenting on the competition, Hastings said the next five to 10 years is going to be “the golden age of television” as “unbelievable and unrivalled levels of investment” go into producing content. “They are all investing here in India. We are seeing more content made than ever before. It's a great export,” he added.

谈到竞争,黑斯廷斯说,未来5到10年将是电视的黄金时代,因为在制作内容方面的投资将达到令人难以置信的、无与伦比的水平。 “他们都在印度投资。我们看到的内容比以往任何时候都多。这是一个很好的出口,”他补充说。

Disney+, the recently launched streaming service from the global content conglomerate, is set to be available in India and Southeast Asian markets next year through Hotstar, TechCrunch reported last month.

据TechCrunch上月报道,全球内容巨头迪士尼最近推出的流媒体服务“迪士尼+”明年将通过Hotstar在印度和东南亚市场推出

More to follow…

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