After multiple attempts, where is the point for video websites to turn losses into profits?
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From exclusive broadcasting to paid broadcasting, and then to self-production, video websites have been trying to monetize their powerful traffic in as many ways as possible and transform the previous single advertising profit model. Video + still needs to be explored After years of original user accumulation, video websites have already had a massive user base. According to the 36th report data recently released by CNNIC, as of June, the scale of online video users in my country has reached 461 million, accounting for about 70% of the total number of Internet users. However, due to insufficient traffic segmentation, lack of recognition by advertisers, and the fact that major video websites have been burning money, they often end up spending more than they earn. Faced with this embarrassing situation, video websites have tried almost every way they can think of to make money. Among them, iQiyi has taken a small step in terms of payment. Three days after the release of "Grave Robbers' Chronicles", iQiyi released its VIP membership strategy. Data shows that as of June 15, 2015, the number of iQiyi's monthly paid VIP members has reached 5.017 million, a year-on-year growth rate of 765%.In fact, the ratings of "Grave Robbers' Chronicles" are not high. Compared with the over 600 million hits of the four episodes of "Grave Robbers' Chronicles" on iQiyi, the rating on Douban is extremely low, only 2.7 points, and 81.7% of the people gave it one star. This shows that most people pay for hot IPs, not for TV series full of loopholes. This method of attracting payment through hot IPs is not universally representative and does not mean that users have formed a habit of paying. Of course, video websites have launched modes such as video + e-commerce, video + show, video + game, etc., but each of them has its drawbacks. The technology related to e-commerce is relatively difficult, the show is already a red ocean, and the games are not fun to play. These all require continuous exploration, and it is difficult for video websites to truly turn losses into profits for the time being. Self-made content and self-made channels take root At present, "self-made" has become the focus of major video websites. Self-made dramas, self-made movies, self-made online variety shows, etc. have become the star products created by video websites. At the launch conference of the fourth season of "Diaosi Nanren" held by Sohu Video, Zhang Chaoyang, CEO of Sohu Group, said that excellent self-produced dramas can bring huge traffic to video websites, and in the future, self-produced dramas will gradually make up for the gap in American dramas. In addition, Gu Yongqiang, CEO of Youku Tudou, also announced that the company will invest 600 million yuan in self-produced content in 2015. While self-made content has become the focus of video websites, some unnoticed self-made channels have flourished. According to Gu Yongqiang, CEO of Youku Tudou, the proportion of online content traffic of Youku and Tudou has exceeded 50%, the number of self-made channel broadcasts exceeds 10 billion times per month, and 30 hours of online content can be generated every minute. In the past year, the number of self-made channels that released content exceeded 10 million. These data are being updated and improved at an exponential rate. Ma Dong, Chief Content Officer of iQiyi, even believes that video websites will become an important channel for all program producers and content providers in the whole society. Moreover, self-channels have low investment costs, are more flexible, have diverse gameplay, can conduct in-depth exploration of segmented groups, and monetize in various ways. Currently, there are 10 self-channels with valuations of over 100 million yuan, such as Luoji Siwei, and more than 50 self-channels with valuations of over 10 million yuan on Youku and Tudou platforms. In this diversified society, self-made content and self-made channels play different roles. Self-made content of video websites is more likely to catch the attention of the public, while self-made channels are more likely to attract a large number of loyal fans due to their vertical segmentation and personality. The former has low costs and high revenue, while the latter is flexible in monetization. The combination of the two is more likely to change the situation where video websites have been losing money. 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. |
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