With the right time, place and people, will the era of paid video websites arrive?
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"If a video website is free, it will lose money, and if it charges, it will close down." Recently, after iQiyi announced that its annual self-made drama "Grave Robbers' Chronicles" would soon start a differentiated membership payment model, a netizen made such a comment on Weibo. With the release of iQiyi's news, it has once again triggered a great discussion in the video website industry. Under the background of the continuous burning of money model, major video website companies are seeking diversified profit models in order to break the embarrassing situation of long-term losses. However, under the reality that the advertising model has been the mainstream of the industry for many years, can the membership payment model really become another breakthrough in the business model of the current video website industry? Time: A new round of industry reshuffle is brewing In 2011, a copyright war for online videos brought the importance of video content to video website companies into people's attention. The crazy rise in the price of video content copyright has prompted video website companies of all sizes to start scrambling for land, and they have spent a lot of money to purchase a large amount of copyright content just to attract more users and traffic. This circular effect with copyright content as the core axis has not only stimulated mergers and acquisitions and investments among companies in the industry, but also strengthened the commercial position of the single advertising model. The imbalance between copyright input and advertising revenue has led to the first round of major reshuffles in the video website industry. Youku acquired Tudou, iQiyi acquired PPS, Sohu bought out 56.com, and PPTV was acquired by Suning... In fact, as early as the irrational surge in video copyright prices, the exploration of business models in the video website industry has become imminent. However, the entire industry did not have too much concern about the imbalance between input and output at that time, which led to the continued brewing of this dilemma. At present, the video website industry, with Youku, iQiyi, Tencent Video, LeTV and Sohu Video as the main body, has temporarily stabilized, and the exploration of payment models has begun to become an important way for major companies to reverse their loss-making status. Recently, there is news that Alibaba will officially enter the video website industry and establish TBO (Tmall Box Office), a paid video website based on Netflix, a US streaming video service provider. As a leading company in the Internet industry, Alibaba's actions will guide the future development of an industry in most cases, and this layout in the video website field may completely accelerate the arrival of the era of paid models for video websites. Geographical advantage: the continuously improving user payment environment In the past two years, as video website companies have increased their investment in self-made content and theater blockbusters, many copyrighted contents in online videos have met the user payment standards. Take the launch of iQiyi's self-made drama "Grave Robbers' Chronicles" as an example. Not only did it not distribute the copyright to traditional TV stations, but it also achieved "exclusive broadcast" in the video website industry. The payment model is that after July 3, members can watch all episodes for free, while non-members can only enjoy weekly episodes. Obviously, iQiyi's bet not only brings together the most topical IP resources, fan economy, and exclusive broadcast model, but also vigorously explores the member payment model. In addition, in the payment link of Internet products, the payment method can be said to directly affect the user's willingness to pay. Before this, the video website platform could not provide users with a reasonable payment model, and the complex payment operation method greatly reduced the user's willingness to pay. Looking at the membership service settings of current video websites, Tencent Video supports WeChat payment, Q-point payment, QQ card payment, Tenpay, UnionPay, etc. Youku supports UnionPay Online, Tenpay, online banking, mobile recharge cards, Alipay, etc., and iQiyi almost includes all mobile quick payment methods: online banking, quick payment, Qidou, Baidu Wallet, Alipay, mobile phone bills, WeChat Wallet, activation code, etc. Convenient payment methods directly improve the user experience of the payment model. Renhe: Users' payment habits continue to develop the so-called "you get what you pay for". In the early days of video websites, many online video service contents did not actually meet certain charging standards. After video website companies collectively moved towards copyright content purchases, the lack of obviously differentiated video content made users waver between major video website platforms. In this regard, some industry insiders said that as the profit model is difficult to break through, the video website industry will undergo a new round of mergers and acquisitions in the future, and only one or two giant companies will remain in the end. By then, it will become easier to cultivate user payment models. At present, the single advertising model not only cannot meet the self-financing and loss-making needs of video website enterprises, but also greatly reduces the user experience value. Between the 60-90 second opening advertisements and the monthly membership fee of about 20 yuan, users' pursuit of service standards is actually changing. According to Zhang Chaoyang, when the video website platform calculates the membership price, it is based on the corresponding advertising value. In other words, the setting of membership fees by video websites is largely based on the "ad-free" model, and the emergence of the "ad-free" model is based on user experience value. At this stage, the biggest profit model of video websites is still advertising revenue; the second is secondary copyright sales; and the third part is the value-added service revenue generated by user payments. In the future, as users continue to improve their service standards, it is not ruled out that user payment revenue will replace advertising revenue to become the mainstream of video website profits, because, in terms of the nature of video website enterprises themselves, what they ultimately need to achieve is the role of content service providers, not platforms.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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