(GLOBAL)Disney vs. Netflix: la batalla final por los contenidos y el streaming

Tras la decisión de la empresa creada por Walt Disney de lanzar su propia empresa de servicios digitales y el anuncio de la compra de Fox se reaviva la pelea por ver cuál será la compañía dominante en el negocio del entretenimiento hogareño

abruptamente anunció que iba a crear un par de servicios de streaming digital: uno en torno de la programación de ESPN Deportes, que se lanzará en 2018, y uno dedicado al entretenimiento de Disney, que debutará en 2019. Esto por sí solo no era chocante: Disney desde hace mucho habla de crear sus propias apps de streaming. Pero entonces Bob Iger, el CEO, hizo conocer otro detalle crucial: Disney finalizará su acuerdo de licencias con Netflix en 2019 y transferirá los films de los estudios Disney Animation y Pixar, así como sus shows de TV de la biblioteca de Disney, a su propio servicio. De pronto quedó claro cuál era el blanco: Disney va a la guerra contra Netflix.

Cinco días más tarde, Netflix respondió con el anuncio de un acuerdo de producción de varios años con Shonda Rhimes, cuyos dramas Shondaland (Scandal, Grey’s Anatomy) han sido una pieza central de ABC, propiedad de Disney, en la última década. La respuesta de Disney llegó en septiembre, cuando Iger anunció que la compañía también retiraría el contenido de Marvel y LucasFilm (es decir, La Guerra de las Galaxias) de Netflix para colocarlo en su propia app de entretenimiento.

Las líneas de la batalla dentro del mundo del entretenimiento están cambiando rápidamente. Hace tan sólo unos años, Netflix aún era considerada una nueva firma de video online y su jefe de contenidos, Ted Sarandos, estaba preocupado por tratar de “convertirnos en HBO más rápido de lo que HBO se pueda convertir en nosotros”, como dijo en 2013. Hoy, con más de 100 millones de usuarios en el mundo, 91 nominaciones al Emmy por shows originales este año, incluyendo las series Stranger Things y The Crown, y un presupuesto de US$ 7000 millones para 2018 (casi tres veces el de HBO), Netflix ha eclipsado a su rival de otros tiempos de muchas maneras.

Ahora corre a transformarse en algo aún más grande: un imperio de entretenimiento de una sola parada que no sólo lanza nuevos shows y películas aparentemente todos los días, sino que también crea marcas que sacuden el zeitgeist y que van más allá del living y se convierten en productos físicos.

Dicho de otro modo, Netflix quiere convertirse en Disney antes de que Disney pueda convertirse en Netflix. Es una dinámica que se repite en distintos sectores, desde las finanzas hasta el negocio del turismo, al proliferar las innovaciones tecnológicas: el rebelde digital y el actor de larga data entran en competencia directa.

Hay mucho en juego tanto para Netflix como para Disney. Con las líneas de producción de contenido y distribución fusionándose en toda la industria del entretenimiento, Netflix tiene que demostrar que no depende de tener la licencia de los shows de otras compañías y puede convertirse en una potencia creativa por derecho propio. (Disney sin duda no será el último estudio en retirar su contenido del servicio, aunque Micheal Olson, analista de Piper Jaffrray, estima que Netflix tendrá 150 millones de suscriptores para 2020 con o sin Frozen.)

Disney mientras tanto necesita de una subsidiaria de streaming para construir relaciones poderosas y directas con los espectadores, lo que será cada vez más importante para sostener sus muchas otras divisiones, desde juguetes hasta parques temáticos, en un mundo de crecientes opciones en materia de entretenimiento. Eso significa que Disney debe construir una presencia digital que hasta ahora ha eludido a la compañía.

El mayor experimento de streaming de Disney hasta la fecha, DisneyLife, se lanzó en el Reino Unido, a fines de 2015, y ofrece películas de Disney y Pixar y shows de TV de Disney Channel. No logró despegar, trabado por una tarifa mensual de US$ 15, casi el doble que la de Netflix. “Disney ha sido tradicionalmente un producto premium”, dice Eric Jackson, fundador y presidente del fondo de alto riesgo de medios EMJ Capital. “Pero en streaming parte de ser comparado con Netflix”.

Algunos analistas sugieren que Disney puede tener que fijar una tarifa para su app de entretenimiento de no más de US$ 5 al mes para lograr que los suscriptores de Netflix acepten otro servicio.

Otro desafío será lograr que la gente se mantenga mes tras mes. La tarea es similar a los esfuerzos de Disney por lograr que la gente “lleve a sus chicos a Disneylandia a ver a Mickey y Minnie una vez al año -dice Blair Westlake, ex presidente de Universal Television y jefe de medios y entretenimiento para Microsoft- sólo que sobre una base mucho más frecuente y en un mercado mucho más atestado”.

Disney también tendrá que crear el tipo de interfaz de fácil acceso y amigable para el usuario que compañías como Netflix y Hulu han perfeccionado a lo largo de los años. Aunque Disney invirtió US$ 2500 millones para convertirse en el dueño mayoritario de BAMTech, que está creando la base de sus apps, aún necesita atraer y empoderar a talento tecnológico para que desarrolle sus nuevos servicios.

En contraste, Netflix ha estado centrado obsesivamente en hacer una cosa mejor que cualquiera: streaming. Su contenido original obtiene aplausos de la crítica y provoca comentarios, pero aún no tiene el tipo de inercia en el mercado que trae ingresos en otras áreas, tales como ropa y libros. Para que Netflix compita con Disney, tendrá que crear marcas que resuenen más allá de una noche en el sofá y luego lograr sacarles mucho el jugo.

“Netflix tiene que hacer mucho marketingoffline”, asegura un conocedor del mundo digital. “Fuera de los carteles de House of Cards en Sunset Boulevard no han tenido que hacer eso globalmente aún”.

Cuestión de fondos

Mientras tanto, Disney crea campañas por películas que duran meses e incluso años, que parecen tocar a los consumidores desde todos los ángulos. Su enfoque incluye atraer a los espectadores con cortos exclusivos, inundar Comic-Con con talento y mostrar colas de películas o shows de TV en plataformas propiedad de Disney, como ¡Jimmy Kimmel Live!

Netflix está comenzando a demostrar una visión similarmente astuta: presentó un trailer para la nueva temporada de Stranger Things en el Super Bowl y ofreció los primeros ocho minutos del primer episodio del show por streaming en Twitch. Pero su arma primordial sigue siendo el dinero, como resultó evidente en la campaña del Emmy de este año, cuando la compañía alquiló un espacio espléndido en Beverly Hills y organizó fiestas con cócteles sin parar para promover sus series y películas.

Mientras Disney y Netflix compiten, otros actores envalentonados entran en el campo. Apple, según se dice, invertirá US$ 1000 millones en contenido original en 2018, y eso es sólo su primer año de programación. También se dice que Facebook volcará US$ 1000 millones a conseguir que la gente mire videos originales creados expresamente para su plataforma. Y Amazon, que le pisa los talones a Netflix tanto en suscriptores como en gasto, está volcando US$ 4500 millones en contenido en 2018, cifra que podría aumentar el año entrante.

“Esto está cambiando diaria y semanalmente”, dice Peter Csathy, presidente de Creatv Media, una firma de asesores centrados en tecnología y medios. “Es una gran carrera para llegar a nuestros corazones y mentes y ojos”, sostiene el analista. Y cuando la tecnología cambie inevitablemente, comenzará de nuevo.

Traducción Gabriel Zadunaisky

 

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