[Cai Zhi Toutiao] Youku mobile phone members cannot cast the screen, how high the video membership fee is?

"Can't you throw the screen?" On the evening of the 21st, many Youku users found that the big screen of "蹭" on the screen is no longer possible. It can only be upgraded to a large -screen member of the video platform according to the prompts. Some users have found that there are similar situations such as "Outside Court". When you choose to put this drama to TV, you will prompt "Try to watch 6 minutes and upgrade Cool Meow VIP to watch the whole film."

Picture source: network

This move quickly caused heated discussion on the Internet. Some netizens believe that they have already bought members, and why do they spend more money to use the screen function? However, some netizens believe that if you only spend small screen money, you can watch the big screen, and you spend more money to buy big Is the user of the screen membership fair?

In this regard, Youku responded that Youku VIP membership rights do not include screens, and relevant member services can be used on mobile phones, tablets, and computer. If the user needs to watch on the TV side, it is recommended to buy or upgrade to a cool meow member and enjoy the TV's rights.

On the morning of July 22, the topic of "Youku responded to the screen charges" on Weibo was hot search.

Display disputes in the screening screen

The screening function in the video platform APP is one of the most commonly used functions of the audience. It can link the small screen of the mobile phone to the TV large screen to meet the living room needs of the video content. At present, the smart TV and smart TV boxes of major manufacturers support the function of mobile phone screening.

According to netizens, I have recently been chasing "Outside the Court" that is chasing the best of Cool. When watching the second episode with the screen function, the mobile phone prompts "Try to see 6 minutes, upgrade the cool meow VIP to watch the whole film." , Consumption is needed to upgrade to Cool Meow VIP. The netizen believes that the content of the membership on the mobile phone cannot be viewed, and its rights seem to be violated.

Is this really the case? According to Xiaoxiang Morning News, when watching "Outside the Court" through Youku's screen, the first episode can be successfully cast, but when it is played to the second episode, there will be "try to watch for 6 minutes" in the TV and mobile phone screens. Tips need to upgrade Cool Meow VIP. Watching another hot drama "Agarwood like Dandruff" in a screen, the first episode shows that only 6 minutes can be tried. However, when watching the two episodes such as "Happiness to Wanjia" and "Corridor Pavilion", no such phenomenon was found.

"It takes for me to pay for the screen, which makes it difficult for me to accept it." A netizen who loves chasing the drama is very dissatisfied. He believes that if you buy a cool meow member on the TV side, you can watch this video on the TV side. Why do you still need to use your mobile phone screening function? But there are also netizens who have already bought Coolow members. The method of investing in a large screen is itself "wool", which is not fair for users who spend more money to buy large -screen members.

In this regard, Youku responded: "Youku VIP member service can be used on mobile phones, tablets, and computer. If users need to watch on the TV, it is recommended to buy or upgrade to Coolow members and enjoy the rights of TV." " "Youku VIP Member Service Agreement" shows that Youku VIP member services can be used on mobile phones, tablets, and computer -ends, and cannot be used on the TV.

Youku video is different from the member of the mobile terminal and the TV. The mobile member is called Youku VIP. At present, the annual VIP price of Youku mobile phone is 258 yuan, and it will take 178 yuan to purchase 70 % off from the platform. The price of Coolow's annual VIP is 488 yuan. After using a 5.9 % discount coupon, it needs to pay 288 yuan. In contrast, Cool Meow members are more than 100 yuan.

In this regard, the regulatory authorities responded that if there is no screening in the member agreement, there is no infringement.

Buying a TV -side member separately is a common phenomenon not infringement

It's not just Youku. According to industry insiders, mainstream video websites such as iQiyi and Tencent Video have corresponding TV software. To get TV members, you need to buy it separately. Generally speaking, the price of TV members is higher, but it covers mobile phones, computers, tablets and TVs. Taking iQiyi as an example, the price of the gold VIP annual card is 248 yuan, but the platinum VIP containing TV rights is as high as 388 yuan.

The phenomenon that the content of the mobile phone cannot be viewed on the TV side has always existed. The main reason is copyright protection, such as Disney's films such as "Soul of the Soul" and "Crazy Animal City" and so on. Earlier, some sports events such as the NBA broadcast by Tencent Video have also been limited.

Is the platform restricting the screening function, is it a "infringement" behavior? According to the "Youku VIP Member Service Agreement" in Youku Station, Youku VIP membership service cannot be used on the TV. So is the screen switching on the mobile phone or the TV side?

In this regard, lawyer Hao Jianguo of Beijing Kangda Law Firm believes that the video platform provides audiovisual services, which are limited by factors such as file size, network transmission speed, and playback hardware quality. Effect, so it is more suitable to determine the use of the use of the final broadcast. In other words, although the screen is the function of the mobile app, the final broadcast medium is TV and should be regarded as the TV side. Lawyer Hao Jianguo introduced that the "Youku VIP Member Service Agreement" clarifies the scope of the use of Youku VIP membership services. Then some episodes need to upgrade members to enter the screen without constituting infringement.

"In order to alleviate revenue pressure, the platform forces users to buy higher permissions members. Users are naturally unwilling. After all, this kind of screen cast function is too daily." Fan Zhihui, the founder of music, believes that it is similar to the music industry, similar to the music industry, and it is similar to the music industry. Users of the video platform follow the content. In the past many years, the platform has burned money to grab copyright and it is difficult to make money. At present, the application of screens is relatively wide, not only "Ai You Teng Mang" and other video platforms have a screen interface, but also many professional screen software, such as Ledbuk to cast screens.

Yu Liangxing, chairman of Gouzheng Data, told First Financial reporters that whether it is a third -party screen software company or video website, their main revenue forms are still advertising.

Regarding the difference between the rights and interests of the TV member and the equity brought by the mobile screen, Song Shi, the general manager of Changhong Hong Rubik's Cube, believes that the difference between the two is mainly reflected in the resolution of video (such as TV client members mostly supports 4K videos) and copyrights. Differences (the copyright of part of the content distinguishes the TV and the mobile terminal). Because of the high copyright and video resolution, high input costs are required. Some video websites have set up corresponding membership mechanisms for the TV side. In recent years, the screening model has touched the above copyright and distribution costs.

Video platform membership price has been generally raised

Just last month, Youku announced that the membership price was adjusted at 00:00 on June 21. The monthly card was adjusted to 30 yuan, the season card was 78 yuan, and the annual card was 258 yuan. 88VIP was not affected.

Related information shows that the last price adjustment of Youku was in 2017. But the price adjustment is not surprising,

Since last year, the price of long video platform members has been raised. In December last year, the iQiyi monthly card rose to 30 yuan, and the season card rose to 78 yuan; in April this year, Tencent Video's quarterly card rose to 78 yuan, and the annual card rose to 258 yuan.

Since the development of long video platforms, basically each platform is in a state of long -term loss. After the price adjustment at the end of last year, iQiyi has achieved profit for the first time in the first quarter of this year. Thinking.

Insiders believe that the general price increase of the video industry is because the original membership pricing of domestic video platforms is relatively low. With the continuous rise in content and operating costs in recent years, the operating pressure of the platform is also increasing and greater On the other hand, the cost of purchasing copyright content and self -made investment in the platform of the platform are increasing, and the update iteration of audiovisual technology requires a lot of financial support.

But under the "rise" of the industry, there are also special columns.

On June 23, LeTV Video issued a notice of not price increase in membership, saying that in recent years, it has not been able to bring influential film and television works to users and the industry.

(WeChat public account "Caizhi Headline" comprehensive from: First Finance, Xiaoxiang Morning News, Daily Economic News, etc.)

Edit: Yuan Kai

School pair: Fenghua

Review: Gong Zimo

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