How urgent is the video platform of "repeated defeat"?

Source | Tech Planet

Wen | Zhai Yuanyuan

How difficult is it to pay for netizens to pay for video?

Tencent Video and B Station were scolded for "paying".

A few days ago, Tencent Video was questioned in disguise in disguise on the finale of the hit drama "Menghua Record". Last year, the advanced on -demand model of the "Love Youteng" platform caused huge controversy. Public opinion believes that the charging model of V "VIP" is too ugly, which seriously damages the existing equity of members.

After that, the platform was named by the Consumer Protection Committee, and finally was forced to stop under the pressure of huge public opinion. Today, "Menghua Lu" needs to pay 18 yuan to unlock the payment model in advance, which is considered to be ahead of time.

Station B was scolded because of the launch of the paid video function to encourage UP's main test water paid video. A few days ago, station B's funny UP owner "Hook Hand Handle Duncan" launched a series of paid videos "Explanation of the Mystery of the World Unrelated" series. 2 times.

As of now, the first video playback volume of the series is 35,000. Based on the volume of one person and one playback, Duncan has revenue 1.05 million. But the price is also heavy. He had 1.18 million fans before, and now there are only 1.147 million, and the powder drops more than 30,000. Station B was directly vomited as "cut leeks".

Whether it is a paid video or a reflection of the disguise in disguise, the platform becomes the target of the criticism, which reflects the contest between the platform's payment model exploration and the user's payment habits.

Whenever the platform's launch of a new monetization model, it will cause fierce confrontation. Some people are willing to pay for it, and some people oppose it strongly. But even if there is controversy, it seems difficult to give up the exploration of the payment model.

Paids and provokes anger

Ahead of time was stopped because of the dispute last year, and this year returned in the form of innovative revisions.

One week before the finale of "Menghua Record", Tencent Video launched a finale of the gift package. One is the "Gu Pan Shenghui" gift package. The user pays 18 yuan, purchased the "Dianying Live" viewing coupon, and Tencent Video "Gift" "Menghua Record" Episode 33-40 View Views. The other two are the "Linking Gift Pack" with a price of 40 yuan and a "eyebrow gift package" priced at 258 yuan, and the different prices correspond to different rights and interests.

Gao Yuning, who chasing the drama, can wait for the "Menghua Record" to watch it freely, and never pay a penny to support the advanced on -demand of the video platform.

Gao Yu said that 18 yuan ahead of demand, 30 unsolved puzzle paid videos, everyone is not buying without paying, a cup of milk tea is higher than these contents. Most young people consumption now belongs to emotional consumption, cure consumption, and is willing to pay for products that provide emotional value for themselves. In the face of a blind box of dozens of dollars, they never care about the price.

But she was unwilling to pay for the contents of "Ai You Teng" and the payment content other than station B. She feels worthless.

Not only Gao Yu, the barrage of Duncan video at station B, many users do not buy it. Everyone directly commented that "too expensive" and "don't buy". Behind these users who refuse to pay, the more consistent logic is, what kind of content is worth paying for users?

Unlike users' thinking logic, the content creators present a completely opposite attitude in paid videos. The head of the head of station B believes that the launch of the paid video at Station B is a good thing for many UP owners who have not realized channels, which means more opportunities for monetization.

But as the head of the head with a better advertising monetization effect, he will not consider this payment model. The place of concern is that the payment model has not yet passed in China. The degree of user acceptance of paid video depends on the quality of the UP's main content and fan stickiness. Like the WeChat public account paying, although there are many stocks using this payment model from the media, it is also good, but most of the creators will not charge. It is not possible to judge whether station B can pass the paid video model. There is no relevant data proof or not.

In addition, the consumption willingness willingness of the user B is not very high, and it is said that the user's payment habits for content have not been cultivated by a large scale. And aside the price, the user's payment capacity and the willingness to pay, there is another big problem with the paid video, that is, once it is charged by the user, it involves the value of value and the after -sales problem.

Generally speaking, it is often difficult for users to reach a unified consensus between the value of the video content. When it comes to content or not, there is no standard at all, and it is impossible to simply define whether the creator is cutting leeks. "It belongs to the upper hook of the wish, and it is to see what the paid buyer is for him? If the purchase of the paid video is to sleep more, it is actually not called cutting leeks."

Paid videos need to be differentiated with free videos. The science popularization of the BC Popular Candle told the TECH planet that if the creator and the user clarify in advance, the content of the delivery is suitable for what type of group viewing, then there is no place to pay the video business model.

Video paid "repeated defeat and repeated battle"

Tencent Video was pushed to the cusp again because of the in -demand event in disguise. In fact, this was an unexpected bold attempt.

The launch of a new function and new model often goes through multiple rounds of advantages and disadvantages. An insider of Tencent Video told Tech Planet that as early as the drama "Menghua Lu" was broadcast, Tencent Video conducted several discussions inside. Policies, pirated issues, and public reactions are all elements that the platform must fully consider. The above insiders said that although advanced on -demand will cause many pirated problems, the impact on Tencent video income is still quite great. Before the release of the "Menghua Lu" finale, nearly one million people made an appointment to reflect the gift package. Based on the calculation of 18 yuan per person, Tencent's video revenue reached more than 10 million. Obviously, for revenue, Tencent Video finally decided to take risks. "If you stop again, you will discuss again, mainly to give a file for the later TV series, and it will not be pushed all the time," said the person.

Tencent Video refuses to call a refreshing gift package for advanced on -demand. However, no matter how innovative forms and how much user rights are superimposed. In essence, the refreshing gift package still belongs to the category of advanced on -demand. The platform has never stopped the heart of "觊" for advanced on -demand.

Not only Tencent video, the video platform is waiting for opportunities.

Mango TV tried to start a live broadcast of the Daolong Finale on the TV series "Shang Food" in March. The audience could watch the finale in advance as long as it paid. But because of the opposition to social media, the platform eventually went offline. However, the play has retained the "Fanwai" that needs to be paid to watch, that is, the content that users need to pay secondary paid outside members.

Another industry insiders told Tech the planet that everyone is currently watching. There is no problem at the legal level at the legal level, and it is more pressure on public opinion. Some people are always dissatisfied because of advanced on -demand, but there must be users who are willing to pay for their favorite episodes. The part of the people who concentrated on firepower were not the target audience of advanced on -demand. They were two people with people who really needed. In the past two years, everyone has been established slowly for knowledge payment or content payment awareness.

It can be said that except for users, almost the relevant parties are looking forward to the return of advanced on -demand.

The producer of a head film and television production company told the TECH planet that the platform charges advanced on -demand fees and distributes according to revenue, and will not fall into the production company's pockets in the end. Because the production company only takes the cost, the production company can actually do not care about advanced on -demand. But now the industry's revenue is bleak, and the video platform has been losing money. As a supplier of the platform, the production company is willing to see some new channels for the platform to expand revenue, so as to make the market bigger together.

In the viewer's view, when any free thing is turned into a charge, the opposition will not be too small.

From the perspective of the UP master candle, users rarely consider issues from the perspective of business and cost. UP owners are unique in their own consideration of the survival and development of the entire team. Compared with two years ago, the degree of progress of the main content of the head of the head is still obvious. The main creative content of the UP main creation of the knowledge zone of station B is getting longer and longer, and the number of creative teams behind it is increasing.

Is there a "antidote"?

From the member model, to the single -film payment, advanced on -demand, and paid short dramas, the video platform has never stopped paying for content. Unlike "Ai You Teng" and Mango TV advanced on -demand, Station B's exploration paid model is mainly reflected in "paid videos" and "paid classrooms".

But no matter what kind of payment model, several video platforms have gone very hard.

At present, Station B has suspended the paid video project because of public opinion, and "Ai You Teng" tried to return advanced on -demand again in the eager trial.

Although the doll -type advanced on -demand allows some membership rights and interests to be diluted and the members' demands are not satisfied, for the platform, advanced on -demand is still one of the effective ways to monetize the platform.

Active on -demand is actually a balance point that the platform has found a monthly payable fee (membership fee) and single -chip payment. An industry veteran told the TECH planet that the subscribing paid ceiling is too low and the efficiency is low. Because users cannot pay more for their favorite content, the platform cannot be refined and cannot receive more money. In addition, a member must be opened for a drama, which is essentially equal to "big pot rice". The advantage is that it is more insurance.

Single -film paid is the most monetized model at present. Users are willing to pay for a certain drama. Some nets and short dramas have proven the feasibility of this model. If you compare the "Ai You Teng" to Disney, there are many free projects in Disney. You can enjoy a lot of free projects to buy a ticket, but there are also projects that occasionally need to pay separately. You can watch a lot of membership content, and then there are content that needs to be paid by a single piece.

However, the risk of single -film paid is also high, which is extremely high to test the content of the episode itself. The platform is not confident, and the production company is not very acceptable, because no one can pack a ticket for a drama. "So in the end, a unique advanced on -demand of Chinese characteristics was launched."

Nowadays, there are many hidden disadvantages for the industry. The platform is even more unwilling to take risks, and many vertical innovative dramas are unwilling to invest. In the past, some innovative dramas were likely to make money through a group of precise fans.

Between the profitability and the profitability of the platform, there is always a difficult user gap.

At the beginning of the beginning of the demand, the platform also considered the use of the sharing model with the film and television production company. The production company needs to be directly responsible for the content. Can be accepted, belonging to a certain degree of "gambling". However, this set of business logic and users are not standing in the same position. "The user will not control the survival of the platform. The industry develops very simple. I pay the money.

I am afraid that the paid video model B will face greater challenges. State B wants to push the UGC content payment model outside the copyright content to form a large member+other multiple payment models. But because Station B is more UGC content, it makes it difficult for users to pay. In addition, copyright issues are not resolved, and this potential risk is also great. At present, the paid video of the UP master Duncan has been criticized by many netizens to quote other copyright content.

Industry insiders told the TECH Planet that users have almost no habit of paying UGC. Secondly, a lot of content in UGC videos involves infringement. Intellectual videos are easy to involve drafts, and film and television commentary is easy to infringe on long videos.

In addition, who is the main paid video, who will identify their content worth paying? User pay is either for entertainment, timely, or to learn and save time. Knowledge ceilings are very low, and entertainment videos are difficult to spell too long videos.

In general, the advanced on -demand, which is unwilling to give up, and the paid video actively explored in the future. Although it supports the profitability of the video platform, it is destined not to be too easy.

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