Iqiyi Holding hands, the dispute between long and short videos ushered in a turning point?

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Produced | San Yan Finance

On July 19, both iQiyi and Douyin announced that the two reached cooperation and explored the second creation and promotion of long video content.

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.

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. This also fully proves that iQiyi continues to create high -quality long video content, adheres to the value of long -termism, and is recognized by the market and users. It is believed that 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.

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. Douyin has always respected intellectual property rights and actively sought to cooperate with long video platforms. It is believed that this cooperation is a new start. The two parties will work together to provide better solutions for the industry to achieve the win -win situation of creators, copyright owners, and users.

For a long time, long and short video platforms have become one faction, and disputes have continued. And what will the two head players hold hands to the industry?

The argument of length has a long history

The infringement problem has always been a gunpowder barrel between the long and short video platform.

Last year, the dispute between the two sides reached a climax. Tencent video, iQiyi, Youku and other long video platforms, short video platforms such as Douyin, Kuaishou, and B Station seem to have become two opposing "teams".

However, the long video platform has always been contradictory for the second innovation of short videos. The relationship between the two is very subtle, the long video platform is missing traffic, and the shortage of short videos is the traffic.

Long video platform also sees the role of short videos on film and television works, so it is love and hate.

The second creation of the second creation, as the name suggests, generally refers to the second creation of the explanation and editing of film and television works. The second content is also loved by users on the short video platform.

The reason is also very simple. Many of the two works are targeted at classic dramas. These works themselves have a high reputation, and re -creation can easily evoke users' desire to watch.

According to the list jointly released by the short video workshop and the star list, in December 2020, the number one of the fans is the film and television editing account. It can be seen that users love Erchuang.

In addition, the "2021 China Network Audiovisual Development Research Report" shows that more than 60 % of the audience was first attracted by short videos to watch long video programs of the same name.

Long -short video platform is not the opposite of life and death, but lacks a good cooperation mechanism.

The cooperation between the two parties is a win -win choice. For creators, creative creation has a guarantee, and more materials; for long video versions, the copyright is more guaranteed, and the short video promotion has the opportunity to get more returns. The second content of popular episodes such as love "love" has received great attention in Douyin, thereby increasing the popularity of the complete drama.

As the head players in their respective fields, Iqiyi and Douyin have more iconic significance. This means that the war of long and short videos usher in a turning point, and the era of collaboration is coming.

Long -short video header first marriage

Iqiyi has a new space for profitability

For iQiyi, there has been no shortage of high -quality original film and television content, such as the Langya List in the early years, and the "Mist Theater" in recent years.

Iqiyi lacks traffic, and Douyin is one of the largest traffic platforms in China. In addition to the short video platforms such as Douyin, in addition to helping the new hot drama, it is more important to activate classic old dramas and activate the stock library.

The ability to drive classic film and television has been verified. For example, "Zhen Huan Biography", which we know, has made money by Youku and LeTV so far. The classic IPs such as "Langya Bang" in iQiyi are not inferior to Zhen Huan's biography.

Although the length and short video platforms are aware of the need for cooperation, the two sides have long chosen for their own war.

Therefore, the cooperation of the long and short video platform is particularly scarce, and iQiyi and Douyin do it.

It is worth noting that according to the first financial news, in this cooperation, Douyin will achieve a cross -end jump, that is, after seeing Douyin see the content of Erchuang, the user can click to jump to iQiyi to watch the positive film.

For creators, the iQiyi platform has a large amount of film and television resources to use, which helps the prosperity of the second content market. Users can enjoy a more seamless viewing experience.

The prosperity of the second innovation can also give iQiyira new work, increase the number of members, increase the efficiency of film and television content, and increase revenue.

It is understood that in the first quarter of this year, iQiyi achieved profitability. The financial report shows that the company achieved revenue of 7.3 billion yuan in the first quarter; the operating profit based on non-American GAAP financial indicators (NON-GAAP) was 330 million yuan, profit margin was 4%, and it was improved for three consecutive quarters. Essence Non-GAAP's net profit attributable to the company in the first quarter was 160 million yuan. The profit of iQiyi is actually the efficiency of continuously improving high -quality content. The cooperation of this long video undoubtedly gave iQiyi a new space.

In fact, the cooperation between the two also has an extremely important significance, which is to provide a vivid model for the industry.

The dispute between the previous long and short videos is a large extent because there is no mature cooperation mechanism, how copyright is authorized, how to pricing, and how to ensure the interests of long video platforms and the needs of balanced short video platforms. This requires slowly exploring.

The cooperation between iQiyi and Douyin believes that it will drive changes in the entire industry. Whether the long video industry can get out of a new road is also worthy of attention.

From the perspective of the industry as a whole, the situation of long and short video separation has been broken, and the new market structure has evolved.

The age of a single fight is passing

Long and short video platform is about to usher

This year's long -term video platform cooperation has increased significantly, and the previous opposition situation is quietly changing.

In March of this year, it was reported that Douyin first announced its cooperation with Sohu. The second authorization of Sohu's self -made film and television works, including the popular drama "Forensic Qin Ming", "Hurry That Year" and "Confession in the Backlight".

According to Douyin, according to the content of the cooperation, the Douyin platform and users can edit, arrange or adapt these film and television works within 5 minutes. In addition, in the future, the two parties will continue to carry out cooperation with creative marketing or video collection in the promotion of new dramas.

This is regarded as the first trial case of long -term video platform on the level of copyright cooperation.

In addition, on June 30, Kuaishou announced that he had reached a two -creation related authorization cooperation with LeTV's exclusive self -made content. Quick -handed creators could edit and create exclusive self -made copyright works of LeTV video, and published them in the Kuaishou platform. LeTV Video can not only reach more massive users through access to the fast -handed applet platform, but also use the function of small program to achieve membership rising and content monetization.

Kuaishou said that with the advantages and capabilities of the small program platform, it will continue to explore the road of win -win for long and short videos.

Even when the cooperation between iQiyi and Douyin today came out, it was reported that Tencent Video also reached a short video two -creation cooperation with Kuaishou. But soon Tencent Video denied the above news, called "rumors".

I also heard that Youku and Douyin and Kuaishou talked, but Douyin finally chose iQiyi.

It can be said that the main players of long and short videos have begun to try to break the gap between each other and move towards the direction of cooperation.

Especially Douyin, its cooperation is even more powerful. If LeTV and Sohu are not a key player in the video industry, the participation of iQiyi is more iconic.

It is no longer a time to fight alone.

In the past, it was a long and short video. According to the content genre, long videos, short videos, clear and clear, and often produced friction.

But now the platforms are more competitive according to the actual interests, and the long and short videos are no longer opposed. On the contrary, how to coincide between different length and short video platforms in the future is more concerned.

It can be said that in the long -term vertical connection between the long and short video platform, iQiyi and Douyin took the first step.

Different from iQiyi and Youku, Tencent has a video number that can go internal circulation. The first two of them have stronger demand for external short video platforms. Moreover, the three short video platforms have their own characteristics. What kind of competitive pattern will be worthy of our expectations in the future.

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