The five major video platforms rose a member price within half a year!

The Yangtze River Daily Da Wuhan Client June 18 (Trainee reporter Zhang Jinyu) On June 15th, Youku issued an announcement that it will adjust the price of Youku VIP and Coolow VIP members at 00:00 on the 21st. After the adjustment, the price of Youku members basically tied iQiyi and Tencent videos, which basically remained the same in the price of various membership packages. What kind of industry signals have the five major video platforms have been raised in half a year?

IQiyi: The earliest price increase, and the membership price rose twice within two years

It is understood that at the end of 2020, iQiyi first raised the price of members, and the package increased between 15%and 30%. On December 15 last year, iQiyi announced the second increase of VIP membership subscription prices, and the same period of mango TV and Migu Video also rose successively. On April 20 this year, Tencent's member video opened the price increase mode. A few days ago, Youku video also announced the price increase. At this point, the price of members of the five long video platforms has been raised in half a year, and cheap membership fees have become history.

In fact, iQiyi, which first proposed and increased the price, carried out a "cost -reducing" strategy last year, focusing on membership increase and advertising revenue. These measures have indeed reversed the trend of annual losses: according to the first quarter of the 2022 financial report, iQiyi's net profit was 169 million yuan, an increase of 113.35 % year -on -year, and the first quarterly profit was achieved.

In terms of video content, iQiyi in the first quarter of "The World", "Dear Children", "Hunter Figures" and other national explosive TV series. Due to the compact plot and exquisite picture quality, they have received higher attention and consolidated love. Qiyi has a leading position in the long video platform market, maintaining the growth of membership subscriptions. Although iQiyi was in exchange for the first profit, the overall revenue was declining. Therefore, how to break the situation has become an important issue for iQiyi's operation.

Take the head video platform Tencent Video as an example. The financial report data shows that as of December 31, 2021, the number of paid members was 125 million in the first quarter of 2021, and the number in the first quarter of 2022 was 124 million. There is no change; the advertising revenue of news, videos and music is 3.2 billion yuan, a year -on -year decrease of 25%. It is worth noting that in the first quarter, Tencent Video also proposed to "reduce costs and increase efficiency" and "optimize content costs". Therefore, the loss of long video platforms and non -profit is also an important reason for the price increase of platform members.

What is the online video consumer market?

At present, the pursuit of market share for long video platforms is the general trend. Various platforms strive to find personalized positioning and gradually make efforts in high -quality content: iQiyi is committed to creating boutique dramas and solo broadcasts; The system of mango TV relying on variety shows has become the only profit platform; compared with other platforms, Youku's solo resources and attractiveness need to be enriched.

From the perspective of consumers, although the price increase of members ranges from 3-10 yuan, consumers will have the price sensitivity effect. Some netizens spit on the rise in platform prices, thinking that members in the video industry generally increased their prices, resulting in higher video consumption costs. However, some netizens expressed their understanding that they were just a cup of milk tea.

According to the "49th China Internet Development Statistics Statistical Report", as of December 2021, the number of netizens in my country has reached 1.032 billion, the usage rate of network video netizens is 94.5%, and the Internet incremental space is close to saturation. Therefore, the Internet market urgently needs to find a new idea to improve the quality of core content and further innovate the business model.

【Edit: Ding】

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