Tencent Entertainment 2021-08-09 10:25:14 阅读数:796
Alphabet （ID:wujicaijing） original
author | Xue Yaping
edit | Wu Zhaohan
Watch a play completely , How much does it cost? ？ After the video website launched the advanced on-demand mode , The cost of chasing plays is becoming higher and higher .
In a 2019 Year chase 《 Petition order 》 According to ,“ flowers 30 Yuan can unlock in advance 《 Petition order 》 The finale of the last six episodes . But today ,12 Set of TV series 《 I'm fine in a foreign country 》, It takes... To catch up with the whole show on demand 48 element .”
2019 year , The popular drama of Tencent video 《 Petition order 》 Start advance on demand , a 50 The last six episodes of the TV series are a single episode 6 element 、 All 6 Set 30 Yuan price to unlock the grand finale in advance . After this form is made public , Caused an uproar , Although many people oppose the secondary charging of video platform , But there are still many fans willing to order . On the night of opening advance on demand , There is 75 Ten thousand people pay , In less than a day, there will be beyond 250 Ten thousand people recharge , The film maker earns nearly... A day 8000 ten thousand .
thereafter , Advance VOD is imitated by major video platforms .“ members + On demand ahead of time ” Become the standard of the show , In the first half of this year, the number of dramas on demand reached 67 Ministry , Year-on-year increase 18 Ministry , Account for the total of the new play 1/3. Effectively play the top 20 episodes , Yes 50% All adopt the advanced on-demand mode .
however , The loss of the platform has not been solved by fancy charging .
“ When will the three of us make a profit ？” In this year 6 At the 9th China online audio-visual conference held in June , Fan Luyuan, President of Youku, told him “ Fellow sufferers ” Iqiyi and Tencent video threw out the profit problem . Iqiyi financial report shows , Iqiyi in 2020 We lost money in the fiscal year 70 One hundred million yuan ,2021 Loss again in the first quarter of fiscal year 13 One hundred million yuan , Accumulated losses after listing 277 One hundred million yuan .
The biggest reason for the loss of long video is the high cost of content . Sun Zhonghuai, vice president of Tencent, mentioned in an interview , Average content cost of three parent video websites per year 200 Million or so . An intuitive comparison is , Iqiyi in 2020 The total revenue for the financial year is 297 One hundred million yuan .
Under high content costs , The top priority is to improve the diversified revenue structure ,“ Membership fee + On demand ahead of time ” It seems to be a life-saving straw . It's not that consumers don't understand the difficulties of the platform . Over the years , With the rise of payment consciousness and the understanding of content creation , In order to see better quality plays , Young people's awareness of paying has increased significantly .
however , Emotional understanding can't relieve the pressure of wallet . Advanced VOD development so far , The price of a single episode has never been cheap , Is less 3 element , many 5-6 element .“ We are willing to pay for advance on demand , But can the price drop a little , Episode 1 1 Yuan is OK ,3 Five yuan is too expensive , Say nothing of 6 It's a dollar .”
On the other hand , The time of advance on demand becomes longer and longer , It is normal for many dramas to turn on the super point in the second week or even in the second week , Users have to pay for bad dramas at the same time 、 The risk of dog blood drama . for example , A love costume comedy that has been popular in Youku recently 《 Yulouchun 》 In the 17 Set to start advance on demand , Advance on demand 43 Collective 《 Yulouchun 》, need 81 element . High drama cost , Let more and more people sigh “ Lost the freedom to pursue drama ”.
The varied payment mode makes users' trust in the platform gradually disappear , The contract between the two parties was broken . For example, gags 、 The charging of colored eggs makes users confused , Constantly being discouraged ,“ I dare not open a play casually , Or it's a sheep to be slaughtered ！”
How many steps do young people need to follow ？
Take iqiyi for example , First buy 218 element / The year of VIP members ―― You can guarantee that you don't have to see the plug-in advertisement at the beginning of the film ―― It can't be avoided “ Exclusive advertising for members ”, Open one more “ Single episode 3 element ” On demand , A TV play came down ,30 Yuan is normal . If you want to catch up with several TV dramas that need to be broadcast in advance at the same time , It's common to spend hundreds of yuan a month .
A user who has opened annual membership on Aiyou tengmang's four video platforms said ,“ A year 800 In addition to the membership fee of yuan , The money spent on the super point in a month is one or two hundred , Almost equal to a year's membership fee of a video platform .”
Just buy a video platform “ A year 198 element ” Members of , I can't catch up with the play , Platform “ On demand ahead of time ” It's getting earlier and earlier , From the original unlocking finale to the current standard of chasing drama .
Take recent hit dramas as an example , Mango. TV The hit TV series 《 I'm fine in a foreign country 》, Monday 、 One episode each on Tuesday , That means updating two episodes a week , Members can watch one week in advance , On the basis of Membership ,“ On demand ahead of time ” You can watch it a week in advance ; By Zhou Dongyu 、 Starring Xu Kai 49 Set fairy Xia fantasy drama 《 Through the ages �i dust 》 Start advance on demand when the plot is half way through ; By Gong Jun 、 Starring Zhang Huiwen 24 Set rescue theme online drama 《 Hello, flame blue 》, Broadcast No 8 The episode starts advance on demand …… Many people tease each other in the bullet screen of the advanced on-demand drama “ Wealth makes us meet ”.
In Douban “ Is it an independent play on the current platform , There will be advance on demand ” Under my post , Some netizens commented that ,“ Because leeks are used to it .” More netizens speak frankly ,“ More and more can be cut , I'm afraid I'll have to pay for it later 、 Spend money to unlock a single episode ....... All kinds of unexpected ways .”
On TV 《 I'm fine in a foreign country 》 Plot discussion area , Many netizens make complaints about it ,“ What's the use of my membership ？ Fifteen dollars a month , It costs six dollars to watch a TV episode , Crazy about money ？” More users start directly “ Mutual spelling ”, Share resources , Some netizens left a message ,“ Spell it 9,10 Set ”, There are netizens following the message “ You buy 10, I have a 9”. Even worse , Sell resources directly in the discussion area .
On different social platforms , Many netizens make complaints about Tucao. “ Now these videos , On demand ahead of time = Super money on demand , Watch a TV play , Episode 1 6 Yuan , Don't understand ”、“ Had to make complaints about the current TV series from the eleven episode began to advance the demand. .”
On the other side , Advance on demand also boosted piracy . For users who don't want to follow krypton gold , Zhang Liangji of the platform can't compare with their wall ladder ,“ Generally speaking , As long as there is advance on demand in China , There will be a complete collection on the Internet , Krypton gold chase , There is no the .”
For example, the popular drama of Tencent video last year 《 Legendary Chen Qianqian 》 After turning on the super point , Pirated resources are flying everywhere . Search for “ Chen Qianqian The complete ”“ Chen Qianqian On demand ahead of time ”“ Chen Qianqian The finale ” And so on , The information presented by the search results , Most of them are microblogs that share complete resources or buy complete resources at a low price . Even to prove the authenticity of its resources , Many people will also attach screenshots of the grand finale or hang a short video of the grand finale for three or two minutes .
A user who watched the finale through piracy said , Thank the super point ,“ No, they ordered it in advance , How can there be an outflow of resources ？”
in fact , Over the years , Advance VOD has been gradually accepted by users .
2019 year , TV dramas broadcast in Tencent video and iqiyi 《 Celebrate more than 》 in , For the first time “50 See in advance from the beginning to the end of the year 6 Set ” The pattern of , This means that member users see it earlier than non member users 6 Set , Member users who buy advance on-demand always watch in advance than non member users 12 Set .
This pattern has been the first mock exam. . Iqiyi was also named by a lawyer “‘ Pay ahead of demand ’ Violated being gold VIP Members' legitimate rights and interests of consumers ” To court for , last year 6 month 2 Japan , The court ruled that , From iqiyi 《 Iqiyi VIP Membership service agreement 》 Partially invalid ; Updated after Wu purchased member services “ Pay ahead of demand ” The clause has no effect on Wu ; Iqiyi company continues to provide Wu with the original membership rights and interests .
The end result is ,“ On demand ahead of time ” There is nothing wrong with the model itself , However, it shall not damage the existing rights and interests of members . meanwhile , A piece of 《 The Chinese do not deserve a spiritual life ！ Unworthy ！》 My article is also brushing the screen , The article explains in detail “ On demand ahead of time ” Behind the major video platforms “ poor ” and “ Miserable ”. After the article came out , Although most of them swear , But more people see the plight of today's video platform in the article .
This is the result , Many young people who didn't know the video platform before began to understand the platform . So in “ Video website routines emerge one after another , Eating is ugly. ” and “ Rise of payment consciousness ” In the crossfire , Advance on demand is gradually recognized , The voice of discussion about advance on demand is also gradually declining .
After advance on demand , The platform has also derived various krypton gold models for fans .
In this year 3 Martial arts costume drama popular in June 《 Mountains and rivers make 》 in , In addition to the advance on-demand of the drama , Gags and colored eggs have also opened the charging mode . for example , One 11 Minutes of eggs take 1 Yuan unlock ,5 There is also a charge for shooting gags for about minutes 1 Yuan unlock .
Some netizens said directly ,“ Why is the domestic entertainment platform always committed to allowing you to repeatedly consume resources , Various means , Including but not limited to advance on demand , Limit the number of playback devices , Restricted terminal type , But only for quality improvement consumption , Maybe it's because their service is so bad that they can't even be shy and make people spend more money .”
for example , There is an annual cost 700 Yuan to buy Tencent video NBA Users of super members ,“ Every year flowers 700 A member bought for yuan , Suddenly he said he couldn't throw the screen , Mobile only , The screen is too small . If the screen is projected, you need to buy another small hardware ,100 I bought it for extra yuan , As a result, the image quality is only 480p, Follow NBAlive equally .”
One side is to spend money to buy advance on demand , One side has to bear “ Spend money on bad plays ” The risk of .
This year, 1 month ,68 Set of TV series 《 Shangyang fu 》 At the beginning of the broadcast 25 Set time , Youku began to unlock the price according to the unit price of three yuan , Start advance on demand . With the play's reputation getting worse and worse ,《 Shangyang fu 》 There was a big sale , The price of each episode is determined by the original 3 Yuan became 1 element . And if at first , from 25 The episode began to chase the play , All chased , What is the cost 132 element .
Sun Zhonghuai, President of Tencent video, also said , TV series are settled by episode , The project is settled , How many sets will be agreed in the purchase contract , How much is each episode , If you hand in one episode less when handing in the film , The production company charged millions less , Make an extra episode and earn millions more , So every production team should make the content as long as possible , The longer the water injection capacity is, the better , This is also the main reason why our users hate long works .
The embarrassing situation of young people losing their freedom to watch plays , Is the long video platform anxious to make profits “ So as to raise prices in disguise ” Caused by the .
A person in charge of a domestic leading drama production company said in an interview with shell finance of the Beijing News ,“ Video website ARPPU（ Average revenue per paid user ） by 10 yuan , The average payment month is 8 About a month or so , according to 1 Billion paid members , The annual revenue from membership fee of video website is 80 Billion yuan , however ‘ Teng Aiyou ’ And other video websites only have a content cost of more than 10 billion , The high cost pressure has become the reason for the price increase or disguised price increase of video websites .”
Advertising and membership revenue are the two major revenues of domestic long-term video platforms , But the industry downturn and the rise of information flow advertising , Let the advertising revenue of long video platform continue to decline . Tencent video sun Zhonghuai also said when talking about advertising business ：“ Advertisers actually cover almost all of them , So if costs continue to rise steadily , But if there is no corresponding increase in income , Future revenue 、 There is still a lot of pressure on profits and losses .”
Member income has become the life-saving straw of long video websites , All three platforms want to maximize the business of members . Just like iqiyi CEO Gong Yu mentioned it on many occasions “ The era of horse racing in the market is over , The next growth needs to be harvested in every crevice .” last year , Iqiyi takes the lead in raising prices , This is member pricing 9 The first price increase after years , This year, 4 month , Tencent video had the same increase as iqiyi .
After the platform launched the membership system , There is an extra charge for watching the play , This breaks the contract with users to a certain extent . The video website hopes to pass the classification of the membership system , Rationalize charging methods such as advance on demand .
Iqiyi CEO Gong Yu has repeatedly mentioned the subdivision membership system in the financial report meeting , From diamond VIP To star drill VIP. People can't help but think of Tencent QQ Our membership system , Red Diamond 、 Yellow diamond 、 Green diamond 、 Purple Diamond …… There are also additional noble and luxury versions .
Iqiyi launched “ Star Diamond VIP” The monthly price of new member service package is 60 element , yes “ gold VIP” Four times the price , Replaced the original “ diamond VIP”, One of the most attractive membership interests is “ On demand ahead of time ” and “ Star Diamond cinema ”, After all, whether it's new VR Terminal viewing , Or literature 、 comic 、 sports 、VR Multiple content , It looks a little chicken ribs .
Star Diamond VIP After the launch , gold VIP Further depreciation of members , Gradually became a beggar version VIP―― The biggest effect is basically to eliminate the advertisement of the title , You can only skip some advertisements , Because you have to accept “ Exclusive advertising for members ”.
At present, the living environment of long video platform is becoming more and more severe , The shrinking of membership rights has become the norm , This also makes it more and more difficult for young people to pursue drama .
Reference material ：
《 Advance on demand is becoming more and more popular “ Worry ”》 Entertainment front page
《 Video platform 2021： Heavy money for content Focus is the key 》 Beijing News shell Finance
《 Iqiyi “ harvest ” members ： The number of paying users has dropped , Income has soared 》 Radar Finance
《 Youku is crazy about money and doesn't dare to say It hurts 》 Hua'er Street reference
《 It is difficult for members to raise prices “ save ” Iqiyi 》 Sina science and technology
* The pictures and some pictures are from visual China .
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