Who is more beneficial to the cooperation between Douyin and iQiyi?

The head platform "competition" and "combined"

Author ｜ Xiangxuelan

Recently, Douyin and iQiyi announced their cooperation, and the two parties will explore the second creation and promotion of long video content.

As a head platform for long and short video industries, the cooperation between iQiyi and Douyin has attracted great attention in the industry. Essence

But for iQiyi and Douyin in it, this cooperation may not be a full expectation without the slightest hesitant, for example, for iQiyi, the short video relying on its long video copyright resources Platform-How do you face this cooperation? For Douyin, is the group (long) video platform under the group-watermelon video welcomes this cooperation? After all, the "confrontation", "prosecution" and "entering each other's hinterland" were the mainstream keywords of the relationship between long and short video platforms.

So, for iQiyi and Douyin's own platform, why do you need such a cooperation?

Picture source: Weibo screenshot

Commercialization is like the vibrato in the middle of the day, which requires more fulfilling content

In the "Explanation of Douyin and iQiyi" released by Douyin, emphasizing that the cooperation mainly solves the copyright issue of the short video "Two Innovation".

IQiyi will authorize the long video content of information network communication and transfer to its content assets to Douyin Group, including many high -quality repertoires, including the "Mist Theater", for short video creation. In the future, users such as Douyin, watermelon videos, and today's headlines can be created secondary. The two parties made specific agreements on the two forms of short video such as commentary and mixing, and will jointly promote the standardized use of long video content intellectual property rights.

The copyright issue of "Two Innovation" has caused a fierce conflict between long and short video platforms. "Pig Food Theory" once reduced the hope of cooperation with each other to "freezing point".

For Douyin, respecting knowledge copyrights and resolving copyright disputes may be the first request and purpose of this cooperation.

According to reports, the two sides specifically agreed on the referenced duration of the content of the positive content on a single two -creation short video. At the same time, the cooperation also clearly stipulates that the "disassembly dissection" of the future authorization content can only be operated by the official account number and iQiyi authorized operation of the two parties, and users can also be available in Douyin when watching the above short videos. Jump to iQiyi platform to watch the corresponding long video content.

So, the degree of commercialization has been like the vibrato of the day. Why don't you want to give up the content of the "two innovations" of film and television variety works?

The latest data announced at the 2022 Douyin E -commerce Ecological Conference shows that as of April 30, 2022, Douyin E -commerce GMV was 3.2 times the same period, selling over 10 billion pieces of goods, and 1211 businesses with annual sales of 100 million yuan. Among them, 134 emerging brands exceeded 100 million annual sales; 175 products with annual sales of 100 million were.

Picture source: official Weibo

Under the trend of e -commerce content, short videos, live broadcast and other content flows are the inspiration and conversion field of potential interests of users. Users here are deeply growing grass and efficient transactions. Kang Zeyu, President of Douyin E -commerce, said at the Ecological Conference last year that Douyin has a good content ecology, many high -quality creators, diversified users and more mature interest recommendation technologies, and have a great opportunity to be interested in e -commerce.

In this case, the trend of "content e -commerce" on the short video platform is inevitable. When short videos are filled with a large number of commercial elements, the value and significance of the content will inevitably be affected.

For long video content and variety content of the long video platform, the short video of the variety content is more pure and more refined for commercial short videos. It is a true "content" for users. The amount of this type of content is of great significance for improving user stickiness.

Zhang Nan, CEO of Douyin Group, said that film and television creators are an important part of Douyin's content ecosystem, and the film and television industry is an important partner of Douyin.

For Douyin, through extensive cooperation with long video platforms to continuously enrich the content and forms of the platform, while respecting knowledge copyrights, it may still have a deeper layout and expectation.

Iqiyi that reduces cost reduction and efficiency requires more income and traffic

The Douyin statement mentioned that we hope to provide creators with greater creative space and inspiration with the help of copyright works authorized by iQiyi. People see iQiyi's excellent film and television works.

Indeed, the full -network publicity of high -quality content through super short video platforms such as Douyin does help enhance the influence and communication of content, and then transform into the traffic of iQiyi platform. This is also the ideal appeal of the current short video of Douyin and other platforms to the long video platforms such as iQiyi.

Gong Yu, the founder of iQiyi and CEO, said that this is an important step for the two parties to respect and protect intellectual property rights and explore cooperation. It is a milestone.

But for iQiyi, in order to truly reach the "win -win" situation, we must focus on three key points:

First, how much is the promotion and exposure of the short video platform on the long video platform?

Some film and television works are only part of the controversial clips that have attracted greater attention on the short video platform, and the possibility of watching the entire drama due to this clip will be affected by many factors, such as: membership payment requirements, other parts of film and television works, other parts of film and television works The attraction of content. Therefore, the "good -looking" data of film and television works on the short video platform does not necessarily mean that the long video platform will get huge traffic and income. How to make moderate promotion and exposure? How to convert short video users into long video users to the greatest extent? Become one of the key points for iQiyi and short video platforms to win a win -win situation.

The second is after the authorized short video platform "Two Creation", how big is the copyright income obtained by the long video platform?

For long video platforms in "cost reduction and efficiency", it is an important goal to save costs and increase income and traffic. Copyright income is one of the important sources of income for long video platforms. By cooperating with short video platforms, the copyright income of the long video platform can be effectively enhanced.

Among them, the issue of the level of copyright pricing is the most important key point. If the pricing is too high, the short video platform must not be recognized; the pricing is too low. For long video platforms, it is "a cup of water".

Third, the short videos of high -quality film and television content will "cultivate" more users to choose short videos and give up the viewing habits of long videos, and reduce the payment of long video platform members?

The "diversion effect" of the number and length of the short video platform is very obvious. Once a large number of genuine film, television and variety works, the short video essence fragments appear on the short video platform, which may drive a group of people to transfer to the short video platform to watch and give up the long video platform. Essence If this replacement effect is too strong, it is "lost" for long video platforms.

It can be seen that between the long video platform represented by iQiyi and the short video platform represented by Douyin, it is only a beginning to reach the intention of cooperation. More importantly, whether the specific cooperation details can reach the ideal results of both parties.

Picture source: Weibo screenshot

Open more imagination space for long -term video cooperation to be more worth looking forward to

The video of the video has continued for a while.

The performance of short video platforms is average, and it has no ability to shake the market position of the short video platform; and the short video platform has been cut into the long video hinterland, and it is not as smooth as expected. The professional barriers of the long video industry are still strong.

In this case, cooperation between the two parties is an inevitable trend, but the way of cooperation and imagination cannot only stay on the dimension of the second authorization, which is too early and superficial. Long and short video platforms have their own advantages and strengths. A deeper cooperation with each other is likely to promote the entire Internet video industry.

The iQiyi statement mentioned that "I believe this cooperation will help optimize the ecology of the network video industry, broaden the channels for cooperation, create more value, and achieve a win -win situation for platforms, creators and users."

According to reports, in the future, Douyin and iQiyi may have further in -depth cooperation in film and television content promotion and creative marketing. Indeed, the richer and more imaginative cooperation content and model are the pattern and level between the head platforms.

For example: During the Spring Festival this year, the Kuaishou platform launched the "Kuaishou Screening Hall" function on the needs of users of the Spring Festival and put it on the first -level entrance of the homepage. On the short video platform, you can directly watch the complete long video film and television works.

Image source: screenshot of Kuaishou page

"On the one hand, the content of the fast -handed screening hall comes from the high -quality copyright content of the in -depth cooperation between Kuaishou and the film and television copyright party, including" Big Fish Begonia "," Wrestling Dad "," Breaking the Wolf "," You of You ", and previous Spring Festival Gala On the other hand, based on the open ecology, in -depth cooperation with the previous access to the stations and LeTV applets, high -quality film and television content such as "Zhen Huan Biography", "Yueyue Biography" and "Prince Princess Promotion" will be opened for free to users to watch . "According to the insiders of the fast hands.

The Kuaishou Shopping Hall can be called a useful exploration and innovation of short video platforms and long video platforms.

It is believed that the cooperation model of Douyin and iQiyi will definitely have more ingenious innovation. The purpose is to further optimize the strategic layout of their platforms with the advantages of each other to provide users with richer and more comfortable services.

No. 1 conclusion

Until the development of the Internet video industry, both long videos and short videos have entered their own bottleneck periods. Although "sadness and joy" are not connected, each has its own troubles and pride.

The two head platforms of Douyin and iQiyi chose "cooperation" instead of "confrontation", which is very wise. For the entire industry, for the two major platforms, for users, they can look forward to a better future after cooperation.

In the process of cooperation, there may be many uncertainty. The road must be twists and turns, but fortunately, it has already begun.

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Reference materials:

1. iQiyi and Douyin Group reached a cooperation to open a new model of long -term video win -win models

https://mp.weixin.qq.com/s/rubumuiw1krebl6cscrgka

2. Instructions on the cooperation of Douyin and iQiyi

https://mp.weixin.qq.com/s/uxnocr52FDXXJYTNRMWKW

3. The number one player in length and short video joined hands, a long-lasting win-win https://mp.weixin.qq.com/s/2fdiyzjn1te0frl-gwtyg

4. The "Butterfly Effect" of long and short videos began

https://mp.weixin.qq.com/s/qtxjzqdnmerbutfkvtvwq

5. Under the "Long and Shipping Fighting", the fast -handed screening hall walks out of the third road

https://mp.weixin.qq.com/s/qdzoxihpeceemhr-zp9cuw

Topic No. 1: Which party do you think the cooperation between Douyin and iII is more beneficial to?

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