Mango TV raising membership price expert claims that long video platform price adjustment has become an industry trend

Reporter He Wenying

On July 27, the official Weibo of the "Mango TV Member Channel" announced that Mango TV will be adjusted from 0 o'clock on August 9, 2022 to adjust the price of mango TV members and Mango TV full -screen members.

Compared with the previous price, the reporter found that the Mango TV adjustment was mainly the member monthly card and membership quarter card price. The price card price of the member monthly card was adjusted from the previous 25 yuan/month to 30 yuan/month, the consecutive monthly price was adjusted from 19 yuan/month to 22 yuan/month, and the price of consecutive quarters was adjusted from 58 yuan/quarter to 63 yuan/quarter. Member's annual card price is 248 yuan/year, the consecutive annual card price is 218 yuan/year, and the price of the annual card has not changed.

It is worth noting that since last year, long video platforms have raised membership prices. Chen Duan, director of the Digital Economy Innovation and Innovation Development Center of the Central University of Finance and Economics, said in an interview with a reporter from the Securities Daily that long video platforms have adjusted prices in the industry. "In the context of increasing competition and increasing introduction costs, and the decline in advertising revenue, it is an important measure to consolidate and enhance the competitiveness of the platform with greater efforts to invest in high -quality content production and implement copyright monetization."

Since last year, long video platforms have been raised one after another. The price of iQiyi Mobile's members has been raised in two rounds in November and December last year, and various types of packages rose between 15%and 30%. Tencent Video announced the price increase in April this year. It rose to 238 yuan; at the end of June, Youku announced that the member price was adjusted to 30 yuan, the season card was 78 yuan, and the annual card was 258 yuan. The price adjustment of Mango TV was the second price adjustment after the beginning of the year.

Chen Duan believes that the long -term video platform has been promoted one after another, reflecting the current situation of the industry's general pressure. "The survival pressure of the long video platform comes from various aspects. On the one hand, the advertising income of patch is declining; on the other hand, due to the diversion of the short video platform, the commercial resources of the long video platform are challenged. In addition, the content production progress has different progress. Delayed degree. In this context, raising the price of membership is a real choice to relieve cost pressure. "

Raising the price of long video platforms is a direct means to relieve cost pressure, but Chen Duan believes: "Long video platform should pay attention to creating high -quality content IP, especially in the context of the significant situation of content IP value differentiation, increase content introduction and content, content introduction and content In order to invest in production, in order to better maintain the attraction and competitiveness of the platform. "

For this member price adjustment, Mango Super Media has already made full content reserves.

In May of this year, Hunan Satellite TV and Mango TV started dual -platform integration. A total of 48 homemade variety production teams, 29 film and television production teams and 34 new mango plan strategic studios were reserved. Establish a systematic content production system. It is understood that the two characteristic brands of the "Golden Eagle Solo" theater and the "Mango Merra" Theater have reserved 39 ingenuity episodes.

The relevant person in charge of mango super -media said in the "Securities Daily" reporter: "The upgraded mango TV membership rights will have a series of new changes in content, terminal ecology, member welfare, member channel vision, gameplay, etc."

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