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Yesterday we analyzed the monetization methods of streaming media in my country , Today we analyze and compare domestic and foreign streaming media , There are many foreign streaming video platforms , Let’s compare the more famous Netflix and HBO , Compared with foreign streaming media monetization models , my country's domestic monetization models are more diversified , Membership payment method is the future focus . Monetization Methods : Subscriptions are the main method abroad, while advertising is the main method in China 2017 , 87% of HBO's revenue comes from subscriptions , 13% comes from content licensing and other income , No ads . 2017 , Netflix subscription revenue accounts for 96.1% of total revenue , Only 3.9% comes from DVD rental business . Stricter copyright protection systems and more mature user payment habits overseas , Makes it possible for premium TV channels and streaming video platforms like HBO and Netflix to go ad-free . At present, domestic streaming video platforms mainly rely on advertising revenue , 2016 , my country's online video revenue is 62.24 billion , Advertising revenue is approximately 32.62 billion , , About 53% of total revenue , Advertising revenue accounted for 58% in Q2 2017 , However, the number of paying members and paid income are also growing rapidly under cultivation. , Paid revenue in Q2 2017 increased by 63% year-on-year , The growth rate from 2015 to the end of December 2016 reached 241% . Both domestic and foreign streaming video platforms are in a period of rapid growth 2017 , Netflix and HBO achieved revenue of $1.193 billion respectively , $6.329 billion , The year-on-year growth rates were 32.4% , 7.5% , Subscription revenue growth was 58% , 10.6% . However, Netflix's DVD rental business continues to decline （ -17% ） , Orient Securities believes , Netflix has been fully transformed into a streaming video business since 2011 , With the help of industry development dividends and its own excellent business layout capabilities, it continues to expand to the country , Channel advantages and global distribution capabilities are gradually emerging , International streaming business becomes a new growth point , Revenue growth continues to increase , Subscription revenue maintained a high growth rate of over 30% . HBO's revenue growth was mainly driven by subscription revenue , Content and other revenues fell 10.5% year-on-year in 2017 , Large fluctuations in content authorization . From 2015 to 2017, iQiyi's revenue was 5.319 billion yuan respectively. , 11.337 billion yuan , 17.379 billion yuan , Revenue is about a quarter of Netflix's . Among them, membership income was 3.762 billion yuan , 3.762 billion yuan （ +277.5% ） , 17.379 billion yuan （ +73.7% ） , Advertising revenue was 3.4 billion yuan , 5.65 billion yuan （ +66.2% ） , 8.159 billion yuan （ +44.4% ） . Mango TV's revenue is relatively small , Membership income and copyright distribution income grew rapidly , In 2016, advertising revenue and membership revenue increased by 26.2% year-on-year. , 393% , Copyright 《 singer 》 Good response , Copyright revenue in 2016 increased by 278.2% year-on-year . Regardless of iQiyi , Tencent Video , Tudou or Mango TV , Domestic streaming video platforms are making great efforts in VIP membership business , Paid revenue is expected to achieve high growth , The market size is expected to exceed 200 billion in 2020 . There is still huge room for growth in the number of domestic and foreign users As of the end of 2017 , HBO has about 142 million subscribers , 54 million of them are from the United States , 88 million international users , Netflix has 117 million users , Among them, there are 111 million paying users （ The difference is for free users during the 30-day trial period ） , The number of paying users in the United States is 52.81 million , International paying users: 5783 . Orient Securities believes , Currently, Netflix has a penetration rate of only 40.6% of households in the United States. , Paid membership is still expected to grow , Management expects the range to be between 60 million and 90 million . However, for international users , Netflix needs to repeatedly purchase content copyrights in the countries and regions where it operates , Establishing a localized operations team , Resulting in a significant increase in content costs and operating costs . HBO's national business is more flexible , Authorized brands and content are given to foreign manufacturers , Reduced operating costs . Therefore, HBO content and other revenue accounted for 12.5% , Subscription revenue mainly comes from domestic users ; Netflix's streaming revenue comes entirely from user subscriptions. . The ARPU values of HBO and Netflix subscribers are 8.54 respectively. , $8.47/month . But considering the profit sharing model of cable TV and MVPDS , HBO users actually pay more than $15 per month . There is a difference in the average ARPU value between Netflix US users and international users , In 2017, the ARPU values were 10.18 , $8.68/month . Number of active users of iQiyi from 2015 to 2017: 3.66 , 4.05 , 421 million , The number of paid members is 10.7 , 30.2 , 50.8 million people , The payment rate increased from 2.9% to 12.1% . Without considering and considering dynamic growth , Orient Securities estimates that iQiyi's ARPU values in 2017 were approximately RMB 11/month and RMB 13/month respectively. , Closer to retail price , This indicates that most of the members are long-term continuous subscribers. , In 2017, the deferred payment income of members increased by 105% year-on-year. . Mango TV has approximately 2.01 million members , Monthly VIP , The annual VIP and continuous monthly subscription prices are 15 , 150 and 11 yuan , Mango TV membership business achieved revenue of 155 million yuan in the first half of 2017 , ARPU value is about 13 yuan/month , Most members will also subscribe for a long time . The era of Internet traffic dividends has ended, and the increase in payment rate and ARPU value is the main driving force. The growth of monthly active devices in China's mobile Internet in 2017 , iQIYI , Tencent Video and Youku Tudou , Mango TV relies on its own advantages and demographic dividend , Whether it is content layout , User growth , Whether in marketing or in terms of marketing methods, they can compete with international online videos , Becoming a force to be reckoned with in the international market
Author: Caijing Baoshe Link: https://xueqiu.com/9963348609/106528895?from=timeline&isappinstalled=0
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As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
