经济学人下载:好莱坞巨变--迪士尼,华纳加入流媒体战场(2)

In a presentation to investors the studio announced a blitz of new content for its Disney+ streaming service: ten “Star Wars” series, ten more based on Marvel comic books, 15 other new original series and 15 feature films. By 2024 Disney+ will be spending $8bn-9bn annually on content, up from $2bn in 2020. Add ESPN+, which shows sports, and Hulu, another Disney streaming channel, and the company will splurge $14bn-16bn a year, nearly as much as the $17bn that Netflix, which pioneered streaming, earmarked to spend in 2020. 

在向投资者报告时，迪士尼宣布了在其Disney+流媒体服务平台上上新的一系列内容：10部《星球大战》系列剧集，10部漫威系列剧集，15部其他新的原创系列剧集和15部电影。到2024年，Disney+每年将在内容方面投入80亿至90亿美元，高于2020年投资的20亿美元。再加上播放体育节目的ESPN+，以及迪士尼另一个流媒体频道Hulu，迪士尼每年将大肆花费140亿至160亿美元，几乎相当于流媒体先驱Netflix在2020年的170亿美元支出。

Disney’s “content tsunami” is “frightening to any sub-scale company thinking about competing in the scripted entertainment space”, wrote Michael Nathanson of MoffattNathanson, a media-research firm. The Wall Street dilettantes swooned: Disney’s share price leapt by almost 14% the day after its presentation, reaching an all-time high and adding $38bn to its stockmarket value. 

媒体研究公司MoffattNathanson的迈克尔·纳桑森写道，迪士尼的“内容飓风”让“所有想在剧本娱乐领域分一杯羹的小规模公司都不寒而栗”。华尔街的外行们欣喜若狂：迪士尼的股价在报告会的第二天飙升了近14%，创下历史新高，为其股票市值增加了380亿美元。

Disney now expects 230m to 260m Disney+ subscribers by 2024—more than treble its previous target. The extra viewers, and a planned price rise, put the service on track to break even in 2024, despite more content spending. Across all its streaming channels Disney expects more than 300m subscribers by 2024—maybe enough to overtake Netflix, currently on 195m. Disney will take Netflix on more directly via a new service, Star, with a wider range of programming, including a new show starring the indefatigable Kardashian clan. 

迪士尼目前预计，到2024年，Disney+的订阅用户数将达到2.3亿-2.6亿，比此前目标的三倍还要多。尽管内容支出增加，但增加的观众，以及计划上调的订阅价格，使这项服务有望在2024年实现收支平衡。迪士尼预计，到2024年，其所有流媒体频道的订阅用户将突破3亿，这可能足以超过目前拥有1.95亿订阅用户的Netflix。迪士尼将通过一项新服务Star更直接地与Netflix展开较量。Star服务涵盖了更广泛的节目，包括由不知疲倦的卡戴珊家族主演的新作。

Two months ago Disney began a corporate restructuring to increase its focus on streaming. Since then it has trimmed jobs at ABC News and announced the winding up of its radio business. The plans for Disney+ imply that by 2024 streaming will be the company’s single largest business by revenues, notes Benjamin Swinburne of Morgan Stanley, a bank. Whatever some directors may think, “made for TV” is no longer a slur in Hollywood. 

两个月前，迪士尼开始了企业重组，并加大了对流媒体的关注。从那时起，迪士尼对ABC新闻进行裁员，并宣布结束其广播业务。摩根斯坦利银行的本杰明•斯温伯恩指出，Disney+的计划意味着，到2024年，流媒体将成为迪士尼收入最大的业务。不管有些导演怎么想，“电视制作”在好莱坞已不再带有侮辱色彩了。