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25 de abril de 2024
MESSIRVE
Disney prepara una suscripción más barata, pero con publicidad lunes 23 de mayo de 2022 15:49
Disney+ está preparando una modalidad de suscripción con publicidad y prevé su lanzamiento para el último trimestre del año. Será un máximo de cuatro minutos de publicidad cada hora, no colocará campañas en programación de preescolares y no admitirá campañas relacionadas con alcohol o agentes políticos. Según prevé la compañía, es la modalidad que terminará captando la mayor cantidad de clientes.
La experiencia en la que se basa es la del servicio de streaming Hulu, que en 2019 el 70% de sus suscriptores había escogido el plan con anuncios para pagar menos. Eso derivó en que Hulu generara más dinero mediante los ingresos publicitarios que a través de las suscripciones.
Según detalló el portal dircomfidencial.com, Disney+ tendrá un máximo de cuatro minutos de publicidad cada hora, no colocará campañas en programación de preescolares y no admitirá campañas relacionadas con alcohol o agentes políticos. Esas limitaciones contribuirán en principio a mantener elevada la demanda y los precios. La densidad publicitaria será la misma que la de HBO Max, la mitad de cuyos nuevos clientes está optando precisamente por la versión con anuncios y que generan el mismo ingreso medio por usuario que quienes escogen pagar más por no verlos.
Diferentes estudios empiezan a apuntar la popularidad de ese doble esquema ante un escenario de saturación en el que parte de los suscriptores se ha acostumbrado a la idea de darse de baja y alta sucesivamente en cortos periodos de tiempo, según refleja Deloitte. En concreto la encuesta realizada por Morning Consult muestra que tres de cada cinco adultos de EEUU preferirían pagar menos por un servicio sostenido parcialmente por anuncios y prácticamente la misma proporción de miembros de la generación Z se muestra favorable a esas versiones. Eso es importante en la medida en que esos usuarios tienen menor poder adquisitivo que los de otras generaciones que les preceden y les permitiría darse de alta en más servicios o mantenerlas. Y eso a su vez estimula el interés de anunciantes que quieren acceder a ellos en un contexto en el que ya resulta muy difícil a través de la televisión convencional, de la que muchos de ellos han desertado o con la que no ha llegado a desarrollar un hábito similar al de sus padres.
Fuente: https://dircomfidencial.com/