From the 21st, Youku members increase price increases

Wuhan Evening News, June 16th (Profile reporter Zhang Jinyu) On June 15, Youku announced that he would raise a member price. Youku said that since 00:00 on June 21, 2022, the price of Youku VIP and Coolow VIP members will be adjusted. Among them, Youku VIP monthly card is adjusted to 30 yuan, the season card is 78 yuan, and the annual card is 258 yuan. The continuous monthly costs rose from 15 yuan to 25 yuan, and the annual price of consecutive annual packets rose from 198 yuan to 238 yuan. At the same time, Youku released 2022 to broadcast the film list, such as "Agarwood is like dandruff" and "This! It's nearly a hundred episodes, variety shows and documentaries such as hip -hop 5 "and" Happiness China ".

It is reported that since December last year, major video platforms such as iQiyi and Tencent have begun to increase price on membership prices, and the minimum membership fee in a single month has exceeded 20 yuan. Among them, Tencent Video rose twice a year, and the price increase was between 5 yuan and 20 yuan. The reporter checked the membership subscription fee of other video platforms and found that the consecutive monthly membership fee of Mango TV was 19 yuan, which is 3 to 6 yuan cheaper than Youku. Mango TV's monthly cards and quarterly cards are also 5-10 yuan lower than Youku, which are priced at 25 and 68 yuan, respectively.

The reporter noticed that the price of Youku members ranged from about 20%to 40%after adjustment, and basically tied the package price of iQiyi and Tencent video. In fact, Tencent Video, iQiyi and Mango TV have recently explosive content: such as "Menghua Record" starring Tencent Video by Liu Yifei and Chen Xiao is currently being broadcast; Mango TV's "Breaking the Wind" is hot and continuously occupied, and continuous occupation High traffic hot search.

Therefore, netizens commented on social platforms: "Members are so expensive, and there are so many advertisements." Some netizens believe that Youku's video content cannot be compared to iQiyi and Tencent videos, but as they have risen to the same price, The strength and price do not match.

Earlier, Alibaba Group released the 2022 fiscal Q4 financial report showing that Youku daily average paid users increased by 14%year -on -year. Through prudent investment in content and production capabilities, it continued to improve operating efficiency and achieved losses narrowing year -on -year. Although the rise in membership prices is the performance of Youku's energy to excavate users' consumption potential, the platform needs to attract users by high -quality content, match quality and price, and realize a benign industrial ecology.

[Edit: Yu Lina]

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