On the online paid video, the UP owner drops 30,000, the income is 800,000, is it worth doing the payment function?

Recently,#B station online paid video function#boarded on the hot search, and set off a wave of discussions on content payment.

The UP owner "Hook Hand Hand Histing Duncan" released a paid video collection on June 20. The content is the explanation of the top ten unsolved mysteries and spiritual events in the world, including 10 videos. At present, the first issue is updated. The playback page shows that you need to pay 30 yuan to buy a collection to watch. You cannot pay for it alone. The watching channel only supports the mobile APP terminal for the time being.

As of 14:00 on June 25, the paid video playback volume reached 27,000, and the number of playbacks was roughly estimated, and its revenue was up to 810,000 (including platform division).

"Station B Line Paid Video Function" Weibo topic voting

There are many loyal fans who like the Lord of the UP chose to pay for support, but from the results of the hot search voting, more people say that they cannot accept the paid video function and believe that the quality of the video is not high, and they are unwilling to pay for the second time on the basis of large members. The number of fans of "Grand Grand Grand Master Duncan" also fell all the way to 1.159 million, and 30,000 fans were dropped in 5 days.

Tuyuan New List, a subsidiary of station B Data Platform New Station Data

It is understood that this is the recent paid manuscript function launched by station B to the main purpose of UP, which is still in a small scope.

Similar content payment models are actually not unusual. From the knowledge of knowledge and knowledge, to the paid graphic of WeChat public account, to the live broadcast of Douyin and fast -handed paid, major platforms continue to seek more form of business monetization. But it is not so easy for users to pay.

Now that in the era of short video live broadcast, what key points to pay for content need to be explored urgently?

10 videos are priced at 30 yuan, "value is not worth"?

For users, creators, and platforms, they must consider a "value" problem in the face of paid videos.

Many users think that the UP Lord's comment video is not worth 30 yuan, because first of all, the same story is more flooded online and can be obtained free of charge from other channels. Although the UP owner has integrated and analyzed the content, it lacks originality. After all, the content of the spiritual event is different from professional dry goods. Most viewers are recreational with the mentality of hunting entertainment.

The top comments of "Grand Grand Master Duncan"

Secondly, in terms of pricing, the UP's homemade video is about 20 minutes long and the price of the average price is 3 yuan. It must be packed to buy the entire collection; and the price of a paid movie in station B is 3-10 yuan, and large members can enjoy it. Half price. In contrast, the audience may feel that the quality and price of paid videos are not equal, which is expensive.

In this regard, "Hook Handle Duncan" expressed that he only hoped that the economy was independent and really liked him to spend money to buy this series, and you could do it. If the team can increase some income because of this, it may be able to expand production capacity and do more interesting things.

From the perspective of the creator, especially the full -time UP owner, the income is mainly from the incentive plan of station B, user charging, live gifts, advertising lists, and window to bring goods. The "paid video function" provides a new monetization Way.

Picture source "2021B Station Creator Ecological Report"

A certain interviewed UP said: "Advertising this year is very difficult. Both bloggers or little bloggers are actually not very good. For the UP owner who is difficult to realize, especially the small body volume should still be willing to try to pay videos. How much is a way to make money. "

However, many UPs told the new list editorial department that they have not intended to try to make payment videos and have a wait -and -see attitude. There are also UP Lord who says that he can't use it too much, and he is worried that most users offend most users due to small loss.

The UP owner of the film and television area "Give me a lens V" has 780,000 fans, and the original short drama "Season 2: Crime Diary" has been played by 12.46 million. About 2 months ago, the main creator Chen Yichuan received a station B inquiring whether to open the payment manuscript function and the test quota will be given inside. He did not agree.

He believes that users who invest in tens of millions of film and television drama will be willing to pay, but the level of investment and production of a blogger is difficult to compare with the professional team. If the audience feels worthless or not, the blogger will lose powder. At present, in the domestic environment, only true love fans will watch paid videos. It is purely supporting this blogger, and it will not last long. It is difficult for bloggers to develop new fans through paid videos.

If users are unwilling to pay for film and entertainment videos and have better PGC content choices, will other types such as knowledge teaching videos have a chance?

According to observations, the dance area UP owner "Susiemeowww" was launched on June 9 as early as June 9th, sharing the tutorial of how to learn Korean dance, and the behind -the -scenes experience of becoming a dance blogger. A total of 7 videos, the price price 28 yuan, 1 episode per week.

The first half of the first episode of the first episode can be watched for free, which is equivalent to trial. The current playback volume reaches 30,000, and the paid content of the second half is played 782 times. Roughly estimated the revenue of up to 20,000. This data looks far less than that of business. The new site data shows that "Susiemeoww" fans of "Su Si Miao Susiemeoww" have exceeded 600,000, and a custom video quotation is 38,000 yuan.

A dance UP owner believes that the replacement of dance teaching videos is very high, and there are many free ones. "Why do you want to look at your jump?"

Knowledge payment is a product form with a high willingness to pay, but the UP owners still expressed concerns about the effect of paid videos. A technology blogger is worried that the paid video will only meet the needs of a few users and dare not try it easily. A financial knowledge blogger with more than 600,000 fans also told the new list editorial department that the payment model will not be considered. Before launching the paid video function, in 2019, Station B launched the "Classroom" channel, and successively cooperated with famous teachers such as Luo Xiang to launch payment courses, involving financial, high numbers, editing, dubbing, Japanese and other content.

The master of a knowledge zone tells us, "I heard that this new function seems to be a product of the course department, and Station B may have more paid products this year."

For a long time, Station B has been looking for the way to allow the UP master to improve the commercialization ability and increase income.

According to the Q1 financial report of station B in 2022, PUGV is 94%of professional users' self -made content accounting for 94%of the overall broadcast volume of the platform. From the perspective of the platform, station B now tests the video function of water testing, which not only provides the UP master to provide a choice of monetization model, provides motivation for creativity, while promoting the commercialization of the platform.

However, the platform and creators are not enough to accelerate the realization of content. The user payment rate of the Q1 station B1 is 9.3%, and the upward trend is slow. How to take into account the user experience and let users pay for it is still a lot of challenges.

PUGC paid, why not do it?

What kind of content is suitable for paying?

We generally think of OGC content, and become members in order to watch the drama B and Ai Youteng's film and television variety shows. In contrast, PUGC seems more difficult to leverage users' wallets.

Prior to station B, major platforms settled in content.

In 2016, it is called "the first year of knowledge paid". For the cognitive anxiety of contemporary people, platforms such as Zhihu and Getting have begun to launch paid Q & A, paid columns, paid audio and other products, which meets users' knowledge and desire for growth. Save a lot of time costs.

In the graphic platform, Weibo created the "V+service" of fan monetization products for bloggers. As of the first half of 2021, more than 8,000 bloggers were active, and their income scale was 360 million yuan. For example, the head blogger "Zhou Sicheng" in the field of education, V+subscribed to more than 30,000 fans, providing paid services such as online English teaching counseling, correction composition, and community questions.

The WeChat public account officially launched a payment function in January 2020. The new list data has monitored that only 168,000 of the 24.1 million original content released in 2020 opened the reading payment function, accounting for 0.69%, and the paid content was 128,000, accounting for 76.71%. The highest annual income of a single account is the public account "Yin Xiangwu", which created a revenue of 1.688 million yuan. The content was real estate research.

After the traffic dividend touched the short video platform, it also began to try content to pay.

Kuaishou and Douyin have explored the short drama payment model. Generally, the cost of the episode is to watch. The price of each episode is about 1 yuan, but it is also questioned by users that "the cost performance is not high." At present, most of the short dramas rely on platform sub -accounts, custom dramas and advertising implantation to realize. For example, the revenue of the fast -handed hot drama "Princess Princess in" this year comes from the accounts.

Kuaishou short drama sub -account income

In addition to paid short videos, the platform also launched a paid live broadcast function.

The paid live broadcast of the video number follows the differentiated route, cut in from the NBA sports events, and then open to ordinary users. According to observations, some of the voice live rooms under the radio category charged 19.9 yuan (199 WeChat beans), and 25,000 people in a single game have been seen, and their income can reach 500,000 yuan (the platform is drawn from the platform).

On the whole, in recent years, the copyright and payment awareness of China's Internet users have increased significantly, but the paid habits have not been developed. Some research reports show that among Chinese netizens, the proportion of not paying for any network content is close to 2/3, which means that enjoying the "free" model is still the mainstream.

Reward is a behavior that can be selected after reading the content, and paid can be seen as the front behavior. Whether it is pan -knowledge or pan -entertainment content, users will definitely consider whether the quality of the content is useful and unique before consumption, and whether the price is worth it.

According to observations, the reason why the content of each platform has not become the mainstream monetization model is because there are some common problems-

1. Selling anxiety

The "10 -minute Society", "Master's Teaching", "Zero Basic Monthly Increase 100,000 Monthly" and other knowledge paid content routines are similar, and the propaganda selling point is to enlarge the anxiety of consumers. When the user impulses is purchased, he may directly forget the collection clip, or to be dissatisfied with the quality and service of the content, give up halfway, and the repurchase rate is low.

2. Infringement issues

Content plagiarism and transportation are a difficult problem. Original dry goods were packed by others to pay for content, which would fight blogger's creative enthusiasm. Users will also alienate the bloggers when they see the infringement content and are unwilling to pay. Copyright protection should be an important prerequisite and long -term task for the platform to pay for content.

3. Poor user experience

The growth of paid content may lead to a decline in user experience. Knowing the "Salt Selection" member plan is an example. Many answers from the original free content of the respondent were transformed into "salt selection paid programs". The paid column was full of online cooling texts, forming a strong contrast with the professional depth of Q & A community.

Station B is also facing similar problems. Although the commercialization of content is an inevitable trend for the platform, in recent years, Station B has not been smooth. It takes time to better run in with the past user habits and tastes.

- END -