Abstract: With the current video, the short-term increase in the scale of content charges is only driven by a certain super IP, or it is difficult to form an effective and sustainable payment habit. If there is no new breakthrough in content and experience, content charging is still just a wishful thinking of video websites.
At the Shanghai Film Festival kicked off this week, the issue of fees for Internet video websites once again became the focus. A number of video sites have expressed that the era of user charges has come.
In the past, video websites basically used advertising as the main revenue. After the demographic dividend of the Internet disappeared, the duration of the placement of the advertisements could only be increased in order to increase more advertising revenue. According to statistics, for example, the shortest advertisement time is 60 seconds, and more is 75 seconds. This does not include the 5-second commercial time of the interlude. In fact, for the hit series, over 60 seconds of advertising time has become the norm, and some websites even need to watch 90 seconds of advertising. The long advertisement duration obviously brings a very bad user experience. This is obviously contrary to the idea that the Internet user experience is supreme.
Then the development of content payment model has become the inevitable path for video sites. The success of the Super IP Tomb Notes on June 12th gave the market a shot. Twenty-two hours after going online, the Tomb Notes introduced a billion-dollar flow for iQiyi. In addition, the differentiated charging model of Tomb Raider notes increased the growth rate of VIP members by 100%.
In addition, on June 16 Gong Yi, the founder of Iqiyi, said: “The number of paying members is 5.017 million, which represents a year-on-year growth rate of 765 percent.†Although Youku Tudou did not disclose the size of paying subscribers, but from the financial report point of view, user revenue from member services, mobile games and online interactive entertainment business was RMB 120.8 million, an increase of 706% over the same period in FY2014.
Everything seems to be moving in a better direction. Then the question arises. Has the domestic Internet content payment era really arrived?
The content payment model has long existed in China. As far back as the VCR era, we rented a movie strip to a videotape store, which is a content payment model. After the popularity of television, there are also content-based paid channels. Therefore, Chinese users have the habit of paying for content, and there is no question that Chinese users are unwilling to pay.
The key to hindering the payment model of video websites is not the consumption habits, but the content and user experience.
First, the content is obviously short
Many netizens stated that “the members who bought this video have encountered a situation where the movie they wanted to watch was bought out by another video site, so they would simply purchase it in a single piece.†Some netizens are directly picking. Ming, "Now the video site, there is no content so strong that I pay the annual fee to the point." In fact, the above situation is that we often encounter the situation, everybody's video site content is more fortunate, more short, we have difficulty You can watch all the required content in one payment. The market is still on the basis of long-term competition, and the difference in the positioning of video sites is not obvious. If the video site does not have significant differentiated operations on content construction, it is difficult to convince users to pay for the content.
Second, poor video viewing experience
LeTV’s CEO Zhang Zhao recently said: “Why do we have to pay $400 for an opera in Venice?†In fact, the focus is on the user experience. The video theater site is an unmatched experience for the opera house and even the cinema. According to a survey conducted by a third-party research organization on “Paying Willingness for Online Cinema Films in 2014â€, only 26% of viewers accepted a price range of 1-3 yuan to watch a movie, and over 40% of viewers chose “ As long as you pay, you will not buy it." With current video site viewing experience, it is difficult to form good results. In the future, it will be possible to achieve large-scale payment by opening up the hardware market, hardware such as Storm Mirror and improving the user experience.
According to the overall analysis, with the current video, the short-term increase in the scale of content charges is only driven by a certain super IP, and it is difficult to form an effective and sustainable payment habit. If there is no new breakthrough in content and experience, content charging is still just a wishful thinking of video websites. This will only force users to return to the TV. After all, the screen is wider, the screen is clearer, and the playback is smoother. These features are still unmatched by video sites.
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At the Shanghai Film Festival kicked off this week, the issue of fees for Internet video websites once again became the focus. A number of video sites have expressed that the era of user charges has come.
In the past, video websites basically used advertising as the main revenue. After the demographic dividend of the Internet disappeared, the duration of the placement of the advertisements could only be increased in order to increase more advertising revenue. According to statistics, for example, the shortest advertisement time is 60 seconds, and more is 75 seconds. This does not include the 5-second commercial time of the interlude. In fact, for the hit series, over 60 seconds of advertising time has become the norm, and some websites even need to watch 90 seconds of advertising. The long advertisement duration obviously brings a very bad user experience. This is obviously contrary to the idea that the Internet user experience is supreme.
Then the development of content payment model has become the inevitable path for video sites. The success of the Super IP Tomb Notes on June 12th gave the market a shot. Twenty-two hours after going online, the Tomb Notes introduced a billion-dollar flow for iQiyi. In addition, the differentiated charging model of Tomb Raider notes increased the growth rate of VIP members by 100%.
In addition, on June 16 Gong Yi, the founder of Iqiyi, said: “The number of paying members is 5.017 million, which represents a year-on-year growth rate of 765 percent.†Although Youku Tudou did not disclose the size of paying subscribers, but from the financial report point of view, user revenue from member services, mobile games and online interactive entertainment business was RMB 120.8 million, an increase of 706% over the same period in FY2014.
Everything seems to be moving in a better direction. Then the question arises. Has the domestic Internet content payment era really arrived?
The content payment model has long existed in China. As far back as the VCR era, we rented a movie strip to a videotape store, which is a content payment model. After the popularity of television, there are also content-based paid channels. Therefore, Chinese users have the habit of paying for content, and there is no question that Chinese users are unwilling to pay.
The key to hindering the payment model of video websites is not the consumption habits, but the content and user experience.
First, the content is obviously short
Many netizens stated that “the members who bought this video have encountered a situation where the movie they wanted to watch was bought out by another video site, so they would simply purchase it in a single piece.†Some netizens are directly picking. Ming, "Now the video site, there is no content so strong that I pay the annual fee to the point." In fact, the above situation is that we often encounter the situation, everybody's video site content is more fortunate, more short, we have difficulty You can watch all the required content in one payment. The market is still on the basis of long-term competition, and the difference in the positioning of video sites is not obvious. If the video site does not have significant differentiated operations on content construction, it is difficult to convince users to pay for the content.
Second, poor video viewing experience
LeTV’s CEO Zhang Zhao recently said: “Why do we have to pay $400 for an opera in Venice?†In fact, the focus is on the user experience. The video theater site is an unmatched experience for the opera house and even the cinema. According to a survey conducted by a third-party research organization on “Paying Willingness for Online Cinema Films in 2014â€, only 26% of viewers accepted a price range of 1-3 yuan to watch a movie, and over 40% of viewers chose “ As long as you pay, you will not buy it." With current video site viewing experience, it is difficult to form good results. In the future, it will be possible to achieve large-scale payment by opening up the hardware market, hardware such as Storm Mirror and improving the user experience.
According to the overall analysis, with the current video, the short-term increase in the scale of content charges is only driven by a certain super IP, and it is difficult to form an effective and sustainable payment habit. If there is no new breakthrough in content and experience, content charging is still just a wishful thinking of video websites. This will only force users to return to the TV. After all, the screen is wider, the screen is clearer, and the playback is smoother. These features are still unmatched by video sites.
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