More than 70%of users are willing to "dig out" for long videos?

Bleak

August 27, 2022, Journal of Journal of Journal, Issue 3257

After years of market cultivation and development, and the improvement of users' viewing levels, long video platforms led by iQiyi, Youku, Tencent Video have entered a high -quality development stage.

Long video platforms are well -cultivated, exerting effort in high -quality content, becoming an industry consensus.

In order to better reflect user needs and eliminate the asymmetry of the platform and user information, recently, the China Consumer News has collected nearly 8,000 questionnaires, and the "paid live finale" and content payment that are generally concerned about in employment will be carried out. The questionnaire survey and released the "2022 Long Video Platform User Satisfaction Report".

The survey shows that more than 70%of users are willing to pay for high -quality content, and it will become the most popular purchase cycle for 1 to 3 months; on the premise of informing the user rules in advance, 59.14%of users hope that the platform can pay in hierarchical, consumer demand Showing a segmentation trend; nearly 60%of users are willing to pay for the IP derivative content that they love for live broadcasting, foreign, eggs, eggs, etc.

70 % of users are willing to pay for high -quality content,

I prefer to buy short -term members

In July of this year, 27 departments including the Ministry of Commerce issued opinions, vigorously developed digital cultural trade, actively cultivated export competition advantages in the fields of online audiovisual, enhance cultural value, and create a Chinese cultural symbol with international influence.

In addition to favorable policies and consumption upgrades, more than 10 years of cultural market consumption education, more and more people have begun to understand long video platforms and are willing to pay for video programs.

Questionnaire surveys show that 77.42%of users understand long video platforms and 70.89%of users are willing to pay for high -quality video products. It can be seen that the video content is also a sense of commodity.

The survey shows that among consumers acceptable to the long video platform each year, the payment amount is 26.88%within 50 yuan, the paid 50 to 100 yuan is 34.41%, and 27.96%of users accept 100 ~ 100 ~ 200 yuan, 10.75%of users accepting the payment of more than 200 yuan.

Many consumers buy long video members based on their own drama or variety shows. These works are generally ranging from 1 to 3 months.

The survey shows that the most long -term membership of the purchase of 1 to 3 months, accounting for 30.11%; the purchase of more than half a year and more than one year each accounted for more than 20%, and the other 20%of users did not purchase long video platform members.

According to the results of this survey, Leng Yan, Secretary -General of the World Media Research Center of the Institute of Journalism and Communication of the Chinese Academy of Social Sciences, believes that users buy 1 to 3 months of members to watch what they want to see, and the user is not loyal. For platforms, the difficulty is that high -quality content is difficult to concentrate on a platform.

In addition, the survey showed that 60 % of users said they would not be ashamed of watching infringing products for free. Although most consumers are willing to pay for high -quality content, consumers still have the habit of watching unauthorized and pirated works.

Regarding this consumption psychology, Leng Yan said that people are accustomed to pay for a commodity and a meal, but the awareness of paying for "intangible intellectual property rights" needs to be further strengthened. There are also many people think that watching video programs on TV is free, but in fact, cable TV also needs to pay, and users also watch advertisements.

"But overall, the current T -Generation paid awareness has been greatly enhanced. In addition to consumption for video content, it is also willing to consume immersive scenarios such as AR and VR."

As for the investigation, most consumers will not have a "shame" psychology to watch infringement works. Leng Yan believes that in addition to some consumers who are willing to watch the infringement content, it is also difficult for consumers to define the border of infringement content. Unknown situation.

Peng Kan, a postdoctoral and programming expert at the School of Art Media, Beijing Normal University, said that film and television products are a product with high initial production input costs and extremely low replication costs. The entire society needs to gradually form a sense of respect for copyright, and consumers' awareness of paying for cultural products also needs to be slowly cultivated.

As we all know, content production also requires high costs.

In this regard, Peng Kan said that the purchase of copyright and platform operation is the two important expenses of long video platforms. At the same time, the cost of review is also greatly increased. Without market returns incentives, it is difficult for the producers to have motivation to invest in content production. Therefore, only by forming a virtuous circle between users and platforms, can we better guarantee user consumption experience.

70 % of users accept the "Paid Live Finale",

The platform has been informed of the rights and interests in advance

The current long video platform has launched its own platform's solo drama to increase user stickiness. After some popular dramas have released the drama, many "drama fans" will also require the platform to add more episodes.

The data shows that after the hit drama issued a series, 12.9%of users want to pay for payment, 37.63%of users want to pack and unlock the drama at one time, and 21.51%of users want to be deducted with membership points. At the same time, 27.96%of users said they did not need to unlock to watch in advance.

Previously, many platforms canceled this model due to controversy caused by "advanced on -demand".

But in order to better meet user needs, the platform further optimizes relevant rules. What kind of mentality consumers do consumers hold in the model of "paid live finale", can they accept this form of unlocked in advance?

The questionnaire shows that 23.64%of users do not accept the "paid live finale"; more than 70%of users are willing to accept it under the premise of conditions. Specifically, users of 30.11%, 22.58%, and 23.67%are willing to accept the "paid live finale" " Essence

In response to the results of the survey, in the face of consumers with different demand for dramas, the platform should inform the consumer's episode broadcast cycle in advance, so that members have a clearer understanding of the rights and interests they should enjoy, and avoid information due to information. Asymmetric, causing users to expect to fail.

To this end, the platform has gradually improved the relevant services, such as informing in advance through the "Found Points and Elimination Pre -sale".

A long video industry industry believes that platform adjustments or more episodes involve coordination with advertising customers, producers and other parties, as well as cost expenses in the platform's own operations.

In order to meet the needs of some consumers and at the same time balance the cost of the platform, multi -parent video platform has launched a model of paid live finale.

Peng Kan said that the content of the video platform is high and facing the ceiling of membership growth. "Watching the finale in advance" is a way of deeply cultivating the value of membership. If this business model is canceled, the video platform also needs to be based on Other ways to maintain balance. To a certain extent, the cost of the platform that was originally undertaken by a small number of users will inevitably be shared by all members.

Regarding the reasons that caused heated discussions before, Peng Kan believes that domestic video platforms do not comprehensively consider the consumption psychology and acceptance of domestic audiences, and have been in a hurry in the specific implementation, and some leaks have appeared.

Specifically, the basic business model of video on -demand can be roughly divided into three types -TVOD (transaction -type payment on -demand), that is, single -chip paid on -demand; SVOD (subscribing payment on -demand) (Advertising paid on -demand), the user does not need to pay, but you need to watch the advertisement to watch the content. The separation of these three models is clear.

Peng Kan said that the current "paid live broadcast finale" is actually a model of PVOD, that is, the combination of SVOD+TVod. The core is that the audience must pay for the basic membership subscription fee, and then pay the additional fee to enjoy the more Advanced service.

He believes that Chinese audiences are not unable to accept content on the video platform that need to pay separately. Movies, live concerts, etc. all need to be paid separately, but it does not cause much controversy because their business model is simple and clear. The long video platform needs to grasp the size in terms of details, such as the episode incorporated into the TVOD model is really high -quality; it is necessary to determine whether the episode is included in the TVOD mode in advance and cannot change the broadcast mode midway; the price cannot be too high; Inform user rules in advance.

Nearly 60 % of users want to pay for grades,

Reduce consumer information asymmetry

Data show that the platform's independent drama, homemade dramas and advertisements have become the reason why more than 50 % of users choose long video platforms. In addition, the relatively low price of members and simple viewing rules are also important reasons for users to choose.

What kind of services can the long video platform provide more in line with users? The survey shows that 59.14%of users hope to pay in layers, but to inform the user rules in advance; 32.26%of users are more inclined to have only one way of members; another 8.6%of users hold an indifferent attitude and think " The platform has been said. "

Obviously, the current consumer demand has layered, and the ordinary recry cycle cannot meet the needs of deep users. Some users are willing to pay the content of "see" content for the platform, but the platform should inform the user the relevant rules in advance. Consumption experience of different needs users.

In recent years, the platform has also been standardized for the products that meet the needs of different users. The episode has been announced at the same time that the calendar chasing calendar has become the standard for platform operations. Users can understand the rhythm of members and non -member updates in advance.

The video platform also meets the needs of users' diversified drama through the finale.

Taking the hit drama "Menghua Record" this year's fire, the platform invited the starring group to start the 8 -hour relay live broadcast to accompany the audience to the finale.

At the same time, in response to the consumption needs of different users, this special point of reflection is combined with different rights and benefits such as watching coupons, membership cards, and limited surroundings. It is necessary to consume and put the right to the choice to the user.

In addition, the platform also provides the platform's faithful use of points such as points exchange, randomly drawing "admission coupons" and other methods.

Peng Kan said that "Menghua Record" allowed the main creator to accompany users to watch the finale on demand. Through this form, it was closer to the distance between the player and the audience, obtained the immersive viewing experience, and also satisfied some of the audiences who "seeking drama". By providing more added value to attract users, it improves user stickiness and meets different user needs.

It is worth mentioning that, in addition to the positive film, the survey shows that 56.99%of users are willing to pay for the program derived from the IP contents such as live broadcasting, foreign, and eggs, but only more than half of the samples. It can be seen that there is still much room for development of long video platforms.

According to the result of the questionnaire, Leng Yan believes that the future IP content derivative consumption can achieve the closed -loop development of the long video industry. Last year, the IP of the revolutionary historical drama "Awakening" was emerged.EssenceBut in general, the current domestic big IP content is still lacking. Good IP content can be made in three aspects: cultural, education, cultural production, and cultural and creative.Peng Kan said that the payment of IP content is an important trend. The platform needs to provide users with a richer experience. Among them, IP derivative content is part of the experience.As long as the video platform can provide attractive IP content, faithful users are willing to pay for it by combining online and offline.

Paying on -demand must continue to dig deep into the purchasing power of loyal users. Among them, derivative content is a very important way. At present, there are already video platforms in this direction.Essence

Source | "China Consumer Daily", Zhejiang Consumer Consumer Commission

Author | Wang Xiaoyue

—————

- END -