Dare to the industry first!Iqiyi and Douyin cooperate together to highlight the "big pattern"

Text | Zhao Er's knife

Judging from the reactions of all parties, iQiyi and Douyin can achieve cooperation, which is "unexpected."

The cooperation between iQiyi and Douyin allows the market to feel the influence of the two major platforms of long and short videos. On July 19, iQiyi and Douyin Group announced their cooperation together, and the two parties will explore the second creation and promotion of long video content. According to the specific cooperation content, iQiyi will authorize the long video content with information network communication and transfer authorization to Douyin Group for short video creation. The two parties made specific agreements on the two -way forms of short video such as commentary, mixing, and disassembling, and will jointly promote the standardized use of long video content intellectual property rights.

This cooperation highlights the pattern of iQiyi and Douyin, which not only allows the "heart knot" between long and short videos, but also "long -term and supplement" between each other; more importantly, the cooperation between the two allows The outside world is seen in the field of video content, especially the long video field, or it will usher in a new growth curve.

For long videos, this is an opportunity to open a new increase market

During the development of long videos and short videos, they encountered some "pain points" that are difficult to solve alone, such as growth, copyright, and commercialization capabilities. This time, the achievements of iQiyi and Douyin allowed the outside world to see the situation that the long -term videos, creators and users benefited by multiple parties may soon appear, which also caused many crickets to be broken. "Win -win" is the keywords in their respective expressions in the cooperation parties. "The two sides have taken an important step in respecting and protecting intellectual property rights and exploring cooperation in cooperation."

For iQiyi, it means an opportunity to appear a new market.

Although iQiyi has continued to maintain a certain user growth, the growth rate is also slowing down with the gradual consumption of demographic dividends, and short videos have become the "super user market" that long videos must pay attention to. According to the data in the 49th "China Internet Development Statistics Statistics Report" released by CNNIC, as of December 2021, the number of short -term video users in my country has reached 934 million, and the short video usage rate was as high as 90.5%. Such a huge user group, for iQiyi, who is good at creating high -quality content, a short video platform represented by Douyin is a market with great potential. It is also a declaration position that must be paid attention to.

Short videos have become the most important publicity platform for entertainment content. In recent years, more and more film and television dramas and variety shows choose short videos as the focus of publicity. After cooperating with Douyin, with the help of Douyin's huge user base, iQiyi's content advantages will be fully enlarged; in addition, in addition,, in addition,, in addition, After cooperating with iQiyi, Douyin will also open the jump channel in the station. The platform may become an important drainage channel for iQiyi. The advantages of both parties are superimposed, which is expected to promote more explosive content.

For short videos, copyright loosening, making Erchuang more orderly

For short videos, especially the creators of short videos, the cooperation between iQiyi and Douyin is a major benefit.

"Two Innovation" has always been the most important creative work in short video content, and is also one of the forms of content format that is very popular with netizens. The so -called two innovations are the second creation of fragments such as film and television and other long video content, character analysis, classic lines editing, funny videos, and barrage clips. Starting from the "blood case of a steamed bun", "Two Innovation" has always been accompanied by the development of the Chinese film and television industry, and it has also produced names similar to Zhen Huanxue, Biao Ge Universe, and Three Kingdoms heat. Film and television dramas such as the Romance of the Three Kingdoms can be recognized by generations of netizens, and the long tail effect is significant.

At the same time, the development of "two innovations" was once extensive and disorderly. In addition to the uneven content of content creation, copyright issues were quite serious. According to the "2020 China Network Short Video Copyright Monitoring Report", from January 2019 to October 2020, the center conducted a short video of more than 100,000 original short video authors, the national copyright bureau's early warning list and key film and television variety works. Monitoring, a total of 30.952 million suspected infringement short videos were monitored, involving a clicks of 2.72 trillion times. It can be said that the copyright issue of Erchuang has reached when it must be resolved.

The achievement of this cooperation is a very beneficial attempt for both parties and short videos. For Douyin, it is an opportunity to solve copyright issues. For iQiyi, with the rich gameplay of the two innovations and short videos, , Can better declare its content; more importantly, it can also improve the living environment of the two creators, giving them more content creative space -the two creators have authorized materials, on the vibrato, and the vibrato is on the vibrato. The content is more abundant and there is no copyright dispute. Iqiyi solves the demand for declaration and can even achieve drainage. A win -win situation may soon appear.

Make high -quality content and give play to greater value

Although there are some unexpected cooperation, the foundation of the cooperation between the two is actually to make high -quality content play greater value.

For iQiyi, the output of high -quality content is the key to maintaining the competitiveness of the industry. Earlier, iQiyi successively opened up new tracks such as online dramas, net comprehensives, and network University, leading long videos to enter the era of homemade content, and gradually formed a production mechanism that can continuously produce high -quality content.

In the field of episodes, iQiyi has precipitated a large number of high -quality IP episodes such as "Yanxi Raiders", "Hidden Corner", "Resessing" and "Chess Soul". Since 2022, it has ushered in an explosion period. IQiyi has launched " "People in the World", "One Flash and One Flash Stars", "Flat Map", "Heart Live", "Dear Child", "The Wind Relieve Longxi", "The Dark Nights", "Police Honor" and other popular episodes with good reputation , Damn in reality, costumes, suspense, fantasy love and other fields, the internal heat in the station is 8000 or more; in terms of variety shows, "Qi Qi", rap series, "Band's Summer", "Meng Discovery Case", etc. Explosive works in the multi -segment areas; and in the field of the Internet, the new "Cloud Film" launched by iQiyi has also emerged with box office and word -of -mouth works such as "Blind Battle" and "No Man in the Mes.". Massive high -quality content has also made many attempts in iQiyi business models very effective. Taking the most watched long video paid membership business as an example, iQiyi began to try as early as 2011. "Tomb Raider" ushered in the first "paid" fruit in the industry. One by one. The latest data show that in the first quarter of 2022, the number of members of iQiyi subscribed to 101.4 million yuan, and membership subscription revenue was as high as 4.471 billion yuan.

Entering 2022, the entire content industry faces unprecedented challenges, and "cost reduction and efficiency" has also become a key place. In the current market environment, how does iQiyi make the high -quality content it have to play greater value? The cooperation with Douyin may be one of the answers given by iQiyi.

Facing the impact of short videos, is the long video avoided its sharpness, or is it a long -term and short -term? The answer given by iQiyi is to avoid its edge, but also grow up. Longevity is that iQiyi can fully show the content of the platform, find new value for the high -quality content of long videos, and the copyright income generated by cooperating with Douyin. ; Avoiding its edge is to avoid directly and hand over the house with short videos. It is the shortcomings of its users and traffic, make up for the shortcomings of long videos, and make the publicity more three -dimensional and diverse. Essence

Summary: Overall, the cooperation between iQiyi and Douyin, the joining of long videos and short videos, means that an era with more high -quality content is more valuable. A new content ecology based on this may be brewing, long video and long video and long videos and Short videos have also begun to integrate from gap ...

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