Listen, the next stop of the network traffic competition?

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In recent years, with the prosperity of the online text industry, free reading has also entered the center of the stage from the edge of the industry. Platforms such as rice reading, Lian Shang, and Qi Cat, which emerged in the industry, have entered the game. In half a year, the monthly work exceeded 10 million development speed. Under the rapid development of the industry, some traditional paid platforms, such as reading, have also opened up some free channels to conform to changes and make new attempts. The industry pattern has changed.

Looking back on the rise of free network texts, its dispute with the traditional payment subscription model has long been embarrassed. The new model of free reading has also brought new changes to Bai Huiqian's online literature industry.

Free: Start from entertainment to

As the scale of the online literature industry is getting larger and larger, a large amount of IP adaptation has become an industry reality, but payment reading in the traditional online text market is still the mainstream. However, it is undeniable that under the conditions of saturation in the traditional paid market, the new model of free reading has appeared like a rain, and it has begun to have a new impact on the current online text market.

Generally speaking, literary enthusiasts rarely choose to pay for web articles, and more choose to read traditional literature to eliminate time. Therefore, the main consumption of the Internet is still low -level income groups. For this group, the duplicate of the plot bridge and the work routine of similar themes may bring a momentary psychological stimulus, but it is difficult to make readers willing to pay for it for a long time.

On the one hand, paid reading is a form of exchange for users who voluntarily pay for knowledge acquisition and spiritual needs. However, free web articles are only more about acquisition of knowledge, but have the characteristics of more attention to entertainment experience; for readers, there is no purpose of paying and acquiring knowledge, and the pressure is halved. Be better.

On the other hand, the free network text replaces the ecological position of pirated network texts to a certain extent, and better meets the interests of all parties. On the one hand, readers are encouraged to read genuine works; second, it also provides the author with a variety of income channels; third, the development of copyrights to replace piracy and effectively safeguard the interests of the platform. At the same time, paid users to reduce stoves, which has also become a necessary factor in its breakthrough in the mainstream market.

For a long time, the subscription conversion rate of paid reading has been relatively low, and pirated versions are prevailing, which has always troubled the healthy development of the online text market. Related data shows that the number of monthly active users of the article in 2021 was 250 million, but the average monthly paid users were only 9.3 million. Behind the low payment conversion rate, a large number of readers chose zero -cost piracy reading. The interests of enterprises and originals.

For readers, free reading can allow readers to avoid the poor reading experience that caused the work suddenly disappearing due to the cracking down on piracy, so that it can read complete genuine works, thereby continuing to read more consistently; for creators and platforms The problem of continuous supply of genuine content of the platform has been solved, so that the genuine works have been promoted more, and the creators and platforms have also been more effectively guaranteed in terms of income.

In addition, the new model of "free"+"advertising" subverts the business model of traditional paid network texts, so that the platform, users, and creators can balance in a new model, and it is well adapted to the current online text market. The external environment changes. The burst of tomato novels is enough to show that the free mode has its own uniqueness.

"Algorithm+traffic" binary driver is still the core

As a head traffic platform, the byte beating In the environment of Douyin short video fire throughout the streets and alleys, the flow was logically introduced into the free reading section. As the business of the byte beating, after the introduction of the free content of tomato novels, it is pushed to hundreds of millions of users based on Douyin and today's headlines. After the reader enters the platform, it will make money by reading the platform and the way of watching advertisements. Attracting readers continued to use the software, thereby forming its own unique ecological closed loop.

First, through the contents of Tianma and the simplified style of traditional web articles, tomato novels meet the diverse interest needs of readers. Specifically, tomato novels have greatly enhanced the brand favorability through the reading of reading development plans to participate in the entire network, and the daily sign -in reading, receiving brand coupons, and reading income withdrawal. The marketing strategy of video software has entered the user's life in a relaxed way to read and reward. The use of household entertainment has no burden, which greatly enhances the surprise of the free reading mode.

Second, the launch of multi -dimensional custom -made interactive gameplay, tomatoes have attracted the addition of more middle and bottom web writers, making its network creation ecosystem continuously improved and developed. Compared with the high signing standard of paid reading, the low signing threshold of the free novel has opened the market of the middle and bottom web writers; at the content level, tomato novels have launched reading challenges, creator plans, customized articles and other activities. It has achieved participation in the creation of the entire network, and the plan to support various creators has also been launched one after another, further promoting the drastic increase in the amount of work and the prosperity of the platform style. In short, relying on the rich mechanism of multiple dimensions, tomato novels quickly found their breakthroughs in the free reading market.

其三，依托字节跳动非常优秀的智能推荐算法和分发平台，在“多元内容+大流量+广告”的结合下，字节跳动通过旗下其他平台的势能推助，联动抖音、今日头条、 Watermelon videos and various advertising channels have realized high -intensity exposure inside and outside the station. This provides a great guarantee for the accuracy of tomato novels in the accuracy of the promotion of works. At the same time, tomato novels pay for the writer or copyright party with advertising revenue. The more readers who are divided into the platform read this novel. The longer the reading time, the higher the advertising display, the higher the income of the author. Has high content matching ability and work accuracy. In addition, due to the inclusiveness of free reading, novel works are easier to obtain a large amount of readers on tomatoes than other paid platforms. The full text allows readers to have a stronger sense of reading in tomato novels, and higher discussions related to novels. It can also stimulate creators to continue to produce high -quality works. In general, "algorithm+traffic" is still the core logic of the rapid development of tomato novels.

Terminal competition: the pattern of the mode is unsuccessful

As the cost of the platform is getting more and more expensive, the advertising and dividends of major platforms are facing real challenges to subsidize. Then, in this case, what is the return of the platform for free reading is increasingly becoming a topic worth thinking about.

First of all, although Tomato novels have steadily sitting in a free first place, after the Internet dividends have disappeared, whether the advertising charging model still adapts to the development of the market is an unavoidable issue.

First, as an advertiser, when the advertising bonus fades, the free reading at that time can still meet the advertiser's demand for precise investment. At that time Development leaning is still worthnt; second, in order to obtain a better reading experience, readers can choose to buy membership -free advertisements, whether it is another platform "paid" model. When readers are tired of advertising, how the platform uses value -added services to enhance enhancement. Readers sticky; third, whether the author's income model is reasonable, and how to design a more reasonable income model in the future is worth thinking about.

Secondly, the quality of the free platform works is uneven, and there are a large number of novels with a large number of routines. Although the threshold and reading threshold are reduced, the management of content is even more difficult. For example, on the high list of tomatoes, after the theme of wearing a book attack, the top -ranking work will be unavoidable on the new book list.

Finally, the paid platform's high -quality requirements for the subject matter and high -quality content make your audience more stable, and how to compete with it for free is also a difficult problem in development. In addition to winning a large amount of winning in the future, it is necessary to attract more high -quality authors to enter the platform by increasing high -quality copyright development and improving the guarantee of creators at the same time, raising content quality, and forming benign development.

It is not difficult to see from the "paid"+"free" model and the user's participation. The payment model will not disappear. There are still their own audience, and both models can also develop by themselves. Specifically, although the conversion rate of the payment model is low, the copyright operation of the large IP and more high -quality content can continuously meet the user's needs for high -quality web articles; the free model is to seize the market with a new route. After passing In the future, challenges can also leave unlimited possibilities for the online text industry and IP industry chain.

New path of traffic: "Reading+Better Listening"?

To some extent, free reading is a traffic business. When the size of the platform users has developed to a certain extent, online listening to books has become a way of expanding new traffic. As a sub -channel of reading software, listening software has expanded reading channels. The advantages of mutual drainage have broken through the original content watershed. From a new perspective, cutting into the market is undoubtedly the method of drainage and incremental breakthroughs outside the reading platform.

On the one hand, listening to the book APP broaden the content of the content, and the second creation and new content of the same content will attract more attention. For example, "Northern Tomb Robbery Notes" has received great attention in tomato novels, with a paragraph comment of 99+ and 91,000 people scored 96,552,000 people online reading; and the real audio version of tomato listening to the reader has made the reader's kidney upper upper on the kidneys. Readers who have soared for the second time and enjoy the auditory stimulus. They have a more real entertainment experience in the original storyline, and listening to books has also attracted many audiences to become original readers.

On the other hand, listening not only meets the different recreation methods of users, but also a promotion and incentive for creators' creative content. This can stimulate the author's creation of better content to a certain extent, so that participants can get more benefits. Tomato listened to the comment area of ​​the "Xihua Hui", "I haven't read the book, and do things while listening, saving my eyes and making small money." It can be seen that the listening and widening the scale of the original reading market users, the same The secondary communication of the content also brings two -way returns.

The major platforms that were aware of the opportunity have chosen the pace of following the head platform. Data show that in November 2018, the reading and listening books were online, and then the audio content of some reading novels can also be heard on the Himalayas. At the same time, shortly after the byte beating investment network platform, the "tomato Changshun Changchang Chang Xiaonu Listen ", the model basically inherited tomato novels, and promoted the software download with various listening benefits such as" listening to books and earning cash "," sign in earning cash "," opening treasure boxes to earn cash ", and now its downloads have exceeded 600 million Essence

Under the potential forces, the Red Sea War of the online audio has arrived.Tomato listened to the audio content giant Himalayan with a strong development momentum. With the debut of the "Tomato" products specializing in the online text, the new entryrs still have the advantage of being underestimated in the sustainable development of the web section.The development of linkage and listening not only broaden the track of the network competition, but also created a two -way empowerment ecology of "content+channels" in today's traffic.With the advancement of the times, many knowledge from free to paid to new types of free, entertaining models that meet people's consumption psychology are inevitable.In the future, free reading wants to occupy a large market. The linkage with the listening is by no means the end. The free mode wants to succeed. It cannot be limited to the development of a platform.Only by pushing out new things and constantly trying new things can we explore more opportunities in the future and continue to create new revenue points, so as to move towards a wider space.

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