Douyin iQiyi announced cooperation, long video handshake and reconciliation?

Source | Bohufn

Author | Twilight

On July 19, iQiyi and Douyin Group announced their cooperation to explore the second creation and promotion of long video content.

(Picture source: Network)

This also means that past enemies are now becoming friends and sit down and talk about business.

But the process is not easy.

In 2020, iQiyi CEO Gong Yu also accused the short video cutting of a great loss caused by the long video platform. Compared with the propaganda effect, the negative effect was greater.

On April 9, 2021, more than 70 film and television institutions issued a "joint statement", which contained the first echelon's love Youteng, the mango table of the second echelon, and Migu. Platforms and public account production operators should respect copyright and strengthen self -examination.

A so -called "barbarians", a hard -working "farmer", the two sides scolded for a few years, and finally decided to shake hands.

And this also marks the official opening of a win -win cooperation and win -win model.

Why shake hands?

Looking back at the copyright dispute between long and short videos, we must start with the battle between Tencent and Douyin.

On August 18 last year,#去 去 去 去 去 去 去 去 去 去 去 去 去 去 去 去 去 去 去 去 去 去 去. Tencent initiated a infringement lawsuit against Douyin, saying that its solo TV series "Crossing the Storm" had infringement videos on Douyin, and voted Douyin to the Beijing Intellectual Property Court based on infringement of copyright and unfair competition.

Although Douyin has been dealt with in time, and the video has exceeded 8,000. However, Tencent still claimed 100 million to Douyin and set the highest record of long video protection in recent years.

This is not the first time Tencent and Douyin have disputes on copyright. Tencent also sued the Douyin short video to infringe Tencent's self -developed game "Glory of the King", and was compensated for 600,000 yuan in the first trial in 2021.

Immediately after June 16 last year, Douyin's parent company's byte beating brought Tencent to court on the grounds that there was a short video editing infringing video of "Bright Sword" on Tencent Video for a long time, which requires the other party to claim 10 million yuan Essence

As a traditional long video platform, the annual copyright purchase costs of "Aiyou Teng" account for the company's operating costs. The heavy asset model directly limits the profitability of the long video platform. On the other side, editing film and television factors are easy to get, and the convenient operation has become the first choice for many short video platform content producers. Although it can greatly reduce the cost of copyright purchasing, it may involve pirated infringement.

For a long time, long videos and short videos have irreconcilable contradictions.

According to the data of the company's inspection, the cases of the cases involved in the subjects involved in the subjects of Douyin, B, B, and Kuaishou were mainly related to infringement. Among the 1308 judicial cases involved in station B, there are 1003 as the defendant, most of which are infringement disputes.

It is precisely because of the copyright storm in the previous two years that the short video platforms such as Douyin did not dare to choose a movie that did not get the copyright to make a second editing. This consequence is that many excellent contents of the long video website There is a very important publicity channel.

Finally, the result is that many contents of long video websites, after spending a lot of money, also spend a lot of money on various platforms to promote and promote it. The promotional video did not dare to post, because the defendant may infringe.

In this way, it is equivalent to automatically missing one of the most mainstream propaganda platforms.

(Picture source: Network)

So this cooperation is very beneficial to iQiyi. As long as this signal is released to various creators, the creators will definitely choose the content of iQiyi for secondary creation, and it will greatly promote the content of iQiyi.

You know, according to Observatory data, from 2019 to 2020, the proportion of the use time of short video applications has increased from 27.39%to 33.73%, while the proportion of long video applications has decreased from 34.21%to 30.45 %.

Taking iQiyi as an example, since 10 years of launch, one of the reasons is that the reason is huge investment in copyright. Since the first quarter of 2019, the proportion of iQiyi's content costs (including outsourcing copyright and self -made content) has maintained revenue above 65%, and the peak of 84%in the fourth quarter of 2019.

Although iQiyi is committed to compressed content costs in the past year, it has always been difficult to balance the contradiction between the number of content and the user scale. Although Gong Yu said that he will do his best to do the fine content and win with quality instead of quantity. However, from its low hit index and the big box office list, it is difficult to say how successful the policies of quality and not weight.

It can be seen from this that iQiyi's demand for this cooperation is already clear: for the time being, Douyin does not ask Douyin to share the pressure of cost, but at least it needs to provide heat support. In the final analysis, iQiyi sees the flow of Douyin, hoping that through the latter's two -creation of its own popular dramas, movies, and variety shows to increase popularity.

Right now, shaking hands is inevitable.

Two dogs fight, play off?

This time with iQiyi to reach copyright cooperation, Douyin executives can be said to be relieved temporarily. Zhang Nan, CEO of Douyin Group, stated in a public statement that Douyin has always respected intellectual property rights and actively sought to cooperate with long video platforms.

"I believe this cooperation is a new start. The two parties will explore hand in hand to provide better solutions for the industry to achieve the win -win situation of creators, copyright owners, and users." In the context of platform creators and users, some people have begun to become anxious -such as the competitors of Douyin.

Forced by the sudden effort of competitors, in less than two hours when the news came out, it was reported that Kuaishou and Tencent Video were negotiating two -way cooperation.

But then, Tencent Video denied cooperation with Kuaishou. After all, Tencent holds micro -vision, video number, and Tencent video. Whether it is short, medium and long videos, it will be layout, and Tencent will only firmly hold the traffic in their hands.

From Tencent's consistent "buy, buy, buy" style, it can be seen that through a large number of acquisitions, the starting point series has a lot of independent rights, such as popular novels from the starting point, such as Douro continent and Qingyu years. Tencent can Adapted, developing in an all -round aspect of animation, sports, and movies.

Although Tencent has been condemning the short video platform, Li Liang, the vice president of byte beating, also responded, "While attacking the short video industry, Tencent is developing short videos."

Judging from the current situation, iQiyi wins a lot. Back to the huge traffic pool of Douyin, obtain the advantages of huge content distribution.

Even many netizens commented on iQiyi, "If you can't fight, join, the pattern is opened." And the first comment is that "Tencent's pattern is small."

(Picture source: Network)

In several years of competition, Tencent Video and iQiyi have formed a relatively mature play. Tencent Video pays more attention to the formation of the waist content. The waist product line has been formed, and the content is very solid. The content is evenly distributed in different schedules.

Iqiyi pays more attention to innovative genes without making content according to product ideas, but it is more able to bet on the model, but it is not very easy to copy.

In this cooperation, iQiyi will authorize its content assets to have information network communication rights and transfer license to the Douyin Group, including the "Mist Theater", including the "Mist Theater", which is used for short video creation.

In the future, users such as Douyin, watermelon videos, and today's headlines can be created secondary. The two parties also made specific agreements on the two forms of short video such as commentary, mixed cuts, and will jointly promote the standardized use of long video content intellectual property rights.

Judging from the development of the three giants of Ai Youteng, iQiyi has launched the first shot of long -term video cooperation in a loss of long -term losses, while Tencent is constantly smashing money to buy and buy copyright, but the most anxious Youku is still eating the old.

The pressure left to the long video giant is that in addition to increasing the price of membership and reducing losses, how to break the channel barriers grab users and achieve the effect of 1+1> 2 has become a headache for giants.

Dispute between traffic

Since the beginning of this year, Douyin and Sohu, Kuaishou and LeTV have reached cooperation to release signals for long and short video cooperation.

However, the four major head companies of Aiyou Teng Mang have not moved. Although the giants were trying to promote cooperation with short video platforms last year, they still stayed at the oral stage.

On the surface, the dispute between the long and short video seems to be copyright, but the root is the battle for market traffic.

Seeing the huge traffic pouring into the venue of short videos, Ai Youteng also tried on the short video project. Tencent went online, and iQiyi launched a casual carving. Youku was also newly revised in 2020. Essence On the one hand, long videos have natural content advantages. Second, the traffic of short videos also circulates on its own platform, which can create a closed loop of traffic, and the efficiency of funds will be maximized.

(Picture source: Network)

But unfortunately, the short video items of long videos are allowing. Short video platforms such as Huoyu have occupied the vast majority of the market, and users have also developed the habit of watching short -watching short videos. If long videos want to squeeze into the track, they need to change their user habits, and the content of cutting off the competitors is undoubtedly the most straightforward way.

As a result, the final orientation of this copyright defense war is not just as simple as protecting copyright.

As far as the current situation, most of the market's IP content is concentrated in a few long videos. According to public information, the coverage rate of Tencent has exceeded 50%of the Internet copyright of the episode. Among the domestic film Internet copyright, Tencent's coverage rate is more than 82%, which is the highest in the industry. Once IP resources are bound, sitting upstream IP resources may also bring downstream derivative content monopoly.

On the one hand, long video platforms have their own attempts to build their own traffic closed -loop, and they will inevitably hold IP resources in their hands to pave the way for their own short video platforms. Even if the short video is really willing to invest in funds, it is difficult to get the authorization of long video core IP resources.

On the other hand, the purpose of open copyright is by no means to smash the signboard. The content of the complaints and the cutting content is likely to cause copyright disputes. Therefore, most of the film review accounts want the copyright of the activity, and the content of the film reviews will be more positive. The second creators may also lose the right to publish the film review.

IP resources have been highly concentrated in the hands of a few industry, and copyright defense will likely be a means of monopoly.

With the cooperation of Douyin and iQiyi, the combination of long and short videos can be said to be a win -win situation. It not only solves the hidden dangers of the short video content, but also solves the problem of long video disk live copyright assets.

So, the pressure came to Tencent Video, Youku, and B Station, how would they choose?

Reference source:

1. DONEWS: The dispute between the copyright of the long and short video, or the monopoly of rights or monopoly?2. Value Research Institute: How to view iQiyi and Douyin Group to reach content authorization cooperation?

3. Frank Yang: Douyin iQiyi announced that it would reach a cooperation "use the authorized chief video for short video creation". How to evaluate this cooperation?

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