Long and short video accelerated the ice break?

Recently, iQiyi and Douyin Group officially announced a cooperation to explore the second creation and promotion of long video content, which means that long video and short video platforms have reached a certain "reconciliation "". Prior to this, the long video platform represented by "Ai You Teng", as the short video platform represented by "shaking", was once tense and the same as the "second" copyright issue of film and television works.

Although the two parties have been resentment for a long time due to the "two innovation" frictions, the success of Douyin and Sohu video recently has "held the ice" for the industry. Get a certain relief. Following Sohu Video, Douyin has reached a second creation with the long video header iQiyi. Obviously, the relationship between long and short videos is "recovering". The long video alliance seems to have a disintegration.

The picture comes from Canva.

Love Youteng "Alliance" disintegrate

Earlier, the long video platform represented by "Ai You Teng" has united to send a short video platform. Although several people have been on the same front, now iQiyi has become the first and shorter in the "Ai Youteng" group. The video platform reached a long video platform for cooperation. The reason why iQiyi became the first platform in the "alliance" to achieve cooperation with short videos was self -evident.

On the one hand, compared with Youku Video and Tencent Video, iQiyi's situation is more dangerous and the demand for new incremental growth is also urgent. Although long video platforms such as "Ai Youteng" have always been in the dilemma of losses due to the single profit model, high content copyright, and weak user growth, the variety shows in 2021 have stopped broadcasting, chaos in the rice circle, and advanced on -demand cancellation. , I will undoubtedly make iQiyi's revenue worsen. Therefore, for the current iQiyi, it is not necessary to cooperate with the short video platform to break the ice.

On the other hand, although "Ai Youteng" is backed by the Internet giant, Baidu can give iQiyi relatively less support, and iQiyi has to find itself. Specifically, with the big tree of Tencent, Tencent Video has Tencent's PCG strategy to make a strong backing, and there is no need to worry too much about development; although Youku video is not Alibaba's core business, Alibaba is very entertaining for its entertainment section. Pay attention to it, its Youku video can naturally be developed; instead of looking at iQiyi, Baidu has focused on the field of artificial intelligence and autonomous driving.

What's more, the conflict is not a long -term plan. Turn "grabbing cakes" into "co -cakes together", which is more beneficial to iQiyi's current development. In the long run, the confrontation thinking of "you die" will only cause internal consumption, and it is not the optimal solution to promote the entire industry and its own development. Therefore, as one of the head platforms for long and short videos, iQiyi and Douyin took the lead in shaking hands. It is an important step for promoting the standardization of film and television content intellectual property rights and achieving a win -win situation for platforms, creators, copyrights, and users.

At present, the cooperation of long and short videos is the general trend. As for the long -term trapped in the lapse of the mud, and the Douyin, which has long been subject to film and television copyright, seeks friendly cooperation on content copyright may achieve "win -win".

Iqiyi is looking for value -added urgently

As mentioned earlier, the battle for long and short videos has a long history, and cooperation with cooperation has long been hoped. Iqiyi took the "olive branch" of Douyin this time, and reached a cooperation with it in terms of content copyright. Although this is considered to be actively changing in the current situation, it may not be carefully considered by his own.

First of all, content copyright cooperation can maximize iQiyi's copyright value and help it relieve the pressure on profit. The long video platform that encountered a profit problem is that iQiyi is trying to seek commercialization, but the explosive drama can be encountered. After the heat of the explosive drama falls, the short video "two innovations" can continue to make a continuous profit and excavation of the content of the content. So as to give it long tail value. In this way, the long video platform not only has the copyright income brought by the authorization, but also the value -added income brought by the "two innovations". It can be said that it has expanded the platform's income channel to the greatest extent.

Secondly, with the advantages of short videos, the iQiyi platform's episodes can get more exposure, bringing new incremental users and incremental value. On Douyin, because a clip fell in love with an example of a work everywhere, after Douyin became a "national -level application", the promotion effect of short video creation on long video content became more and more obvious. And iQiyi reached a cooperation with Douyin. Through the second creation of excellent creators, Douyin promoted the content of iQiyi's content, revitalizing its film library resources, so that the works in its copyright library can have the opportunity to have a chance Get more attention, you can also attract more users.

Finally, the cooperation between the two parties can promote the legitimate compliance of the "two innovation" copyright, so that iQiyi protects his rights and interests to the greatest extent. Earlier, the copyright management rules of the "two innovations" of short videos have been incomplete, so long and short videos have been in great controversy in the copyright of film and television content. For long video platforms, since the content infringement of the short video platform has become a established fact, after all, it is better to block it. It is better to let the short video platform use a centralized procurement method to determine the copyright in advance to promote the use of content copyright and reduce Everbright against long video platform equity.

Douyin is in copyright

Long video platform hopes to obtain benefits as much as possible and make up for losses, and short video platforms are also eager for high -quality content copyrights. Therefore, for the vibrato of the creator, the cooperation with iQiyi's copyright with iQiyi is the motivation and guarantee that it can continue to move forward. First, high -quality long video content can nurture the creative ecosystem of short videos, bringing greater creative space and more creative inspiration to the creators of Douyin. The increasingly prominent copyright issue makes it difficult for most creators of Douyin to accurately grasp the standard of "appropriate references", and the lack of Douyin film and television content copyright limits the players' performance. Douyin got the copyright -authorized works authorized by iQiyi, which not only continued to provide motivation for the creators, inspired its creative enthusiasm, and a large number of copyright resources also helped attract more outstanding creators, and gave birth to more high -quality content.

The second is to choose to cooperate with iQiyi with strong content library resources to create a diverse copyright ecosystem for Douyin. Different from the vibrato that holds massive traffic, but it is extremely lacking in high -quality content resources. Although iQiyi does not have rich traffic advantages, its accumulation in content resources is extremely deep. The cooperation with Douyin and iQiyi can make up for its own content defects. While enriching the content resources of the platform, it improves its own content copyright ecology.

Third, the cooperation between Douyin and iQiyi can obtain a large number of film and television copyrights, which is conducive to avoiding the infinite hidden dangers caused by copyright issues. Most of the "Two Innovation" works have not obtained the authorization of the original work of the original work, so short video platforms such as Douyin have been criticized in the industry in terms of copyright. Since the standardization of Internet communication, the regularization of copyright has been the general trend, and Douyin has also knows this. The crisis has eased, and it also avoids the risk of infringement that may face for its film and television "two innovations".

Long video "firm ice" has broken?

Stepping on the short video industry, the Douyin of the top chair, and the leader iQiyi in the field of long video, can come together, is a key step for the entire long and short video platform to "break the ice". However, it is worth noting that even if Douyin and iQiyi are the leaders of the entire industry, the cooperation between the two will inevitably be constrained by various objective reasons, and the conflict between the interests between the two is difficult to avoid.

On the one hand, cooperation has made exclusive copyrights no longer the core competitiveness of major content platforms, and the competition between content, users and traffic will only further intensify. Although the dispute between long and short videos is on the surface, it is a matter of copyright, but the roots are still the dispute over traffic. In order to ensure the uniqueness of their platform, the long video platform has its own solo broadcast and exclusive content to attract passenger drainage. However, as the cooperation with the short video platform deepen, the two will inevitably appear content homogeneity. In the case of little difference in content, the competition for users and traffic for long and short video platforms will become more intense.

On the other hand, the cooperation of long and short videos has just begun, and it takes time to spread to the entire industry. It is unknown whether it can achieve significant results in the short term. Cooperation often requires a multi -party efforts, of which there are too many unswerving factors, and it is difficult to see results in a short time. Therefore, the cooperation between Douyin and iQiyi has too many uncertainty. Essence In addition, Douyin and iQiyi opened the door of long -term video cooperation. The cooperation between the two parties may gradually move towards normalization. Therefore, in the future, the competition relationship between long and short videos will also be. And it becomes more complicated.

However, at present, the joining of Douyin and iQiyi can only be regarded as temporary flames. As the copyright cooperation between the two gradually scale, the creative content of the entire long and short videos may usher in a new height. At that time, whether the length and short video platform can move from fierce mutual extension to win -win, and we wait and see.

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