It's not just about "burning money". The video website industry needs to have brains to seek breakthroughs.
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Investment and mergers and acquisitions within the industry have led to the continuous rise of the "money-burning" situation in the field of video websites, and the competition for the copyright of high-quality content has made the "money-burning" model become one of the important default outlets for major video website companies. Zhang Chaoyang, CEO of Sohu Video, said that the video website industry is still surging and competitive, and as the most important online video broadcasting platform of Sohu Group, Sohu Video will continue to provide users with the best content, the best products, and the best technology. "Burning money" is inevitable . As an important part of the cost of video website enterprises, the purchase of content copyrights has always been the focus of competition for enterprises to seek content differentiation. The first quarter financial report data of 2015 showed that the content cost of Youku in the first quarter was 669 million yuan, accounting for 59% of net income, an increase of 13% year-on-year; and Sohu Video also achieved a revenue of 50 million US dollars in the first quarter under high investment. Although it achieved a significant increase of 57% year-on-year, it is still in a loss-making state overall. At the celebration party of the popular TV series "Tiger Mom and Cat Dad" held by Sohu Video this afternoon, Zhang Chaoyang said that among the high investment proportions of Sohu Video, domestic TV series are still the "staple food" of Sohu Video. Because compared with foreign dramas, domestic TV series suitable for all ages are easier to achieve profitability and become the mainstream content. In fact, after the "foreign restriction order" officially implemented at the beginning of this year, Sohu Video, which mainly focuses on American and British dramas, inevitably suffered a loss in content advantages. The self-made content that Sohu Video has been increasing its efforts since last year cannot become the main force for the company to seek profits in a short period of time; therefore, the introduction and purchase of domestic TV drama content is still an important outlet for it to spend real money to ensure traffic. "Self-made" maintains innovation . It can be found from the investment proportion in the first quarter of 2015 that in addition to increasing investment in the copyright of domestic TV dramas, self-made content is also a development direction that video website companies are particularly optimistic about. Relevant data shows that in the first quarter of 2015, the video website industry launched 58 self-made drama content, which is nearly 4 times the 15 in the same period of 2014; and in terms of the introduction of copyrights of domestic TV dramas and overseas dramas, the number in the first quarter of 2015 was 80, which was a sharp drop of 25% from the 107 in the same period of 2014. Zhang Chaoyang said that excellent self-made dramas can bring huge traffic to video websites , and self-made dramas will gradually make up for the vacancy of American dramas in the future. In fact, with the trend of less and less obvious content differentiation in the field of video websites, the self-made content promoted by major companies can not only improve the brand differentiation of the company, but also maximize the copyright and derivative value of high-quality content. At the same time, it may also lead the video website industry to explore new business models and try to compete with traditional TV stations. It is reported that the fourth season of the recently launched Sohu Video self-made drama "Diaosi Men" has exceeded 15 million views within 24 hours of its launch, and the series has added 20 million views, with mobile terminals accounting for 80%, and the total cumulative views exceeding 2.6 billion, setting a new record for the growth of self-made drama views in the field of video websites. Whether it is the purchase of domestic TV drama copyrights or the continuous exploration of self-made content of the company, video website companies such as Sohu Video are trying to explore a new model of enterprise development that costs less and makes more profits, but who will be the first corporate leader to take this shortcut still needs time to verify.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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