The industry structure has changed, and those who have not entered or welcomed the end of history?

The audience never expected that iQiyi and Douyin actually "hugged" together.

You must know that they once adhered to long videos and a short video that came up with the water, and seemed to be an overwhelming enemy.

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

According to the cooperation, iQiyi will authorize long video content with information network communication rights and transfer authorization to Douyin Group for short video creation.

At the same time, Douyin will achieve cross -end jumps, that is, after seeing the content of the second creation, the user can click to jump to iQiyi to watch the positive film.

This marks long and short video disputes, and finally ushered in a turning moment.

Platform authorization, reaching secondary creation cooperation, and the long -term copyright compliance problem that has troubled the industry is now systematically resolved; cross -end jump means that the cooperation between giants has entered a new stage.

But everything is not easy. What happened from the long and short video platform from the soldiers to the close alliance?

"Love You Teng" urgently needs new growth points

In April 2021, including iQiyi, Tencent Video, Youku and other platforms, more than 70 film and television units video platforms issued a joint statement, and the fellows of the short video editing of short video platforms were issued.

The collective difficulty of long video platforms seems to be a copyright issue, which is actually derived from the deep anxiety of user growth and business models.

In terms of data, the short video has completed a comprehensive transcendence of long videos -the 49th "Statistics Report of the Development of China's Internet Network" shows that in December 2021, the size of the short video user was 934 million, and the usage rate was 90.5%. Flow overlord.

At the same time, QuestMobile data shows that in March 2022, iQiyi, Tencent Video, and Youku's monthly lives were 471 million, 423 million, and 247 million, of which Iqiyi and Tencent video lived in the monthly living scale.

There are the same troubles on the other side of the ocean. In the first quarter of this year, even the profit and subscription of the giant of the online video platform fell for the first time.

The long video industry trapped in the growth bottleneck, facing the short video platform that snatched the user's durability, even if he took out the copyright as a weapon, the defensive content protects the city, it still cannot solve the problem of user loss and long -term losses.

Otherwise, why does iQiyi "hug" Douyin? To put it bluntly, it is because it realizes that the ecological barriers relying on copyright construction have not strengthened their own competitive advantages, but they will exacerbate their self -proclaimed dilemma.

If you want to grow, you must follow the trend and open cooperation; since you ca n’t do short videos, you can seize the dividend of the short video platform and enlarge the long tail effect of long videos.

Iqiyi authorized the second creation of Douyin, and abandoned copyright exclusive and exclusive, but in exchange for a considerable growth effect.

Douyin. "The Wrangler" and "The Romance of the Three Kingdoms" and other classic film and television works. After the second creation, it has attracted many users to watch it again, which is also conducive to attracting young users and completing the transmission of culture; The film and television dramas, some short video clips on Douyin like millions, which delay the long tail effect of good movies.

Culture is in such an intertwined and echo, for a long time.

Yu iQiyi. "Three minutes watching movies" and "Divine Drama Appreciation" ... The cross -terminal clicks provided by Douyin can directly promote and drain iQiyi to provide iQiyi with very high -quality exposure, new and monetization channels for iQiyi.

This is also the king of the long video "continuity".

In the industry. The platform is uniformly authorized and provides a solution for copyright compliance. Next, the creation of the interpretation and cutting of the movie and variety shows can be launched.

Such a new cooperation model will start a new video industry competition pattern.

Iqiyi joined forces to tease Douyin, it must be accidental and accidental

Outsiders seem to have a sudden long -term and short video platform from each other.

In March of this year, Douyin reached a cooperation with Sohu to obtain the second creation of Sohu's self -made film and television works, including "Forensic Doctor Qin Ming" and "Hurry That Year" and so on.

By June, Kuaishou also announced that the exclusive self -made content of LeTV video reached a two -creation related authorization cooperation.

Iqiyi has a larger user base. It may be more determined to open up the copyright authorization of Douyin based on the copyright authorization of Douyin. But their cooperation is an inevitable trend of industry development.

On the one hand, the cooperation between Douyin and Sohu has fully verified the feasibility of this model.

According to the data of the Thousand Sails, the monthly active number of Sohu Video reached 36 million, an increase of 8.16%year -on -year. It was an important reason for the introduction of part of the copyright cooperation with Douyin to achieve a two -creation copyright cooperation.

On the other hand, the long video platform has been trapped in the bottleneck and profitability for a long time. It is a rare opportunity to open a new growth point to open a new growth point.

Taking iQiyi as an example, the quarterly profit that has just been realized in the first quarter of this year is still based on "cost reduction and efficiency."

However, with the increasing influence of the video number, it has become the third pole of short videos other than Douyin and Kuaishou. The advantages of Tencent Video in short video promotion are also increasing, and iQiyi may not be in a hurry.

Therefore, iQiyi chose to join forces to tease the vibrato and take the initiative to break the copyright ecological barriers.

Douyin+iQiyi, video number+Tencent video, long and short video fields can borrow each other and strongly unite, will become a major variable to leverage the next round of traffic growth and differentiation. It seems that the competition pattern in the field of long and short videos in the future has basically clear, and Youku, which has gradually fallen behind, is likely to become the biggest loser.

Interestingly, in fact, the first choice of Douyin is not others, it is Youku. According to media reports, the relevant person in charge of Youku promised to "talk" at first, but later failed to do it.

So Douyin turned his head and found iQiyi. As soon as the two sides patted it, it turned out to be this big order. Competitive cooperation in the business field is so full of accidental and dramatic.

In fact, regardless of the number of users and the number of users, iQiyi and Tencent videos have ahead of Youku. In March 2022, the number of active users of Youku Monthly was about 200 million lower than iQiyi and Tencent videos.

If there is no short video diversion and new, the decline of Youku may not be seen at the end.

It is worth mentioning that there are media reports that Tencent Video is negotiating with Kuaishou's strategic cooperation with Kuaishou, saying that it is in the close stage, but the news was quickly rumored by Tencent Video.

Tencent has a video number, and the needs of fast -handed cooperation may be lower. This is exactly a huge advantage in the internal ecosystem. Different platforms can be diverted with each other.

The cooperation between iQiyi and Douyin fully shows that unless you have everything and you can "internal circulation" like Tencent, under the pressure of competition, you must find external cooperation.

In the long run, long and short video platforms have promoted drainage from disputes to reconciliation, sharing user pools in a larger scale, and the general trend.

Iqiyi and Douyin explained their suspicions, maybe just the beginning.

Next, we may have to witness a new round of shuffling in the field of video. There are really not many hesitation time left to Youku and other long video platforms.

Copyright cooperation: from zero sum game to open and win -win

After the large shuffle, the online video industry pattern has gradually changed from the past long and short videos to the content of the content of the content to become a competition between the platforms according to the actual interests.

In fact, between different content platforms, it is not a zero -sum game relationship. The essence of copyright protection lies in protecting creators, encouraging innovation, creating an open intellectual property protection atmosphere, and an ecology that is conducive to the sustainable development of the industry.

As mentioned earlier, including iQiyi, although "Ai You Teng" is a TOP 3 in the long video field, it still does not get rid of the dilemma of long -term losses. An important reason is that industry competition has long been trapped in a inefficient internal scroll in the inefficient copyright.

The video version of the version is firmly in your own hands, and the exclusive copyright is the core competitive advantage, so that the long video platform has long been relying on path dependence. To this end, they have to spend sky -high prices to buy copyrights or snap up their own broadcast rights.

The financial report data shows that since the first quarter of 2019, the proportion of iQiyi's content costs (including outsourcing copyright and self -made content) has been maintained at more than 65%.

The industry burn money in the industry to promote the rising cost of copyright. Under the pressure of content expenditure, they can only turn to users, digestive costs through various VIP and VVIP charges, which are talked about by users, and finally they can only end.

Now iQiyi finally realized that it is precisely the closed operation of copyright, which limits the growth of user. It is becoming increasingly incomprehensible to treat exclusive copyrights as a path of competitive barriers.

Moreover, the long video platform based on copyright -based content barriers are gradually slipping towards the content monopoly ecology. Because it is essentially refusing to cross the platform, establishing an exclusive possession of video resources.

Inhibit creative enthusiasm is by no means the original intention of copyright protection! Long video platforms buy copyright at high prices, and then exclusively and exclusively. This is a waste of resources, and it does not conform to the essence of Internet opening and sharing.

Therefore, the cooperation between iQiyi and Douyin is not only a breaking problem in copyright protection, but also the breakthrough in the industry's shuffle, but also an expansion of the Internet spirit.

The Internet governance for a period of time has been an important governance direction for the precise strike of the second choice and the precise blows of antitrust.

As early as 2018, Tencent Music and Netease Cloud Music were coordinated by the State Copyright Administration. Copyright cooperation and mutual authorized music works to achieve more than 99%of their own exclusive music works.

This time, iQiyi opened the copyright authorization for Douyin, while Douyin provided a cross -end jump for iQiyi, pushing the cooperation in the video field to a new height.

In 1997, Jobs compromised with Microsoft with huge pressure, because he knew that Microsoft was not an enemy. This strategic cooperation laid a foreshadowing for the huge success of Apple.

Only the more open ecology can create greater value and achieve a win -win situation for platforms, creators and users.

When the long and short video bid farewell to the shelf, from closed to open, from the construction of the wall to disassembling walls, the Internet ecology has further evolved in the direction of opening up and win -win, and an unprecedented new competition relationship is formed.

This is the most needed scene in China's Internet development. It hides a new value extension of the Internet industry, and once again increases the industry's ceiling and imagination.

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