Reasonable viewing "Menghua Record" "Finale Separation"

Content requirements and commercial demand.

On the morning of the 23rd, the hit drama "Menghua Record" released the true face of "good news" circulated before. As a result, some people were happy and some people did not buy it.

The main content of "good news" is that "Menghua Record" will host a "Great Finale Point" on June 26. Liu Yifei, Chen Xiao, Liu Yan, Lin Yun and other main creators meet with the audience during the live broadcast. , Relay to accompany the finale.

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After the release of "Dianying Ceremony", the controversy of public opinion lies in "watching in advance". Some users who have been urging their reasons have been seen that their needs have been seen. These welfares are "compared". Is it a disguise? "

Whether from the perspective of the industry or the user, the additional content is always sensitive, and the emotions that are carrying are complicated.

Starting from the summer of 2019, the long video platforms have begun to increase the exploration of payment of relevant content. The turbulent opposition of public opinion exists at the same time as the consumption of users. The period for the standard of the drama; when the audience was gradually used to this way of watching the drama, it suddenly disappeared in October last year. "User comments.

The complex mentality of the audience and the stage of the industry constitute the two sides of the matter.

Whether it is "super dots" or other forms of payment forms, it is not just this model itself, but some kind of projection in the development stage of the domestic content industry.

From multiple perspectives, the audience is fully understandable whether it is welcome or dissatisfied. At the current industry node, the heart of some platforms "tossing" is not necessarily bad.

New exploration period

Looking back, 2018 is a watershed of long videos. You Aiteng and the six major drama companies jointly signed a statement to resist bad phenomena such as "sky -high pay". In this year, membership income replacing advertising income has become the first source of long video income (data source: iQiyi 2018 Q3 financial report), and the content payment has also achieved some phased results.

But soon, the growth of members was equally topped. In 2019, the number of members of iQiyi and Tencent video paid reached 100 million levels, but the difficulty of increasing the improvement was obviously increasing. Starting from this year, "Improving user payment ARPPU values" (the average consumption of paid users) has become the focus of the steering of long video platforms.

The content background is that with the dissipation of the market bubble, the quality of the platform's head content and the stability of production are improved; the business background is that the long videos at this stage are still in huge losses.

For a long time, the attitude of Poisonous Eyes (ID: DOMOREDOMOU) is based on content paying content. On the premise of providing high -quality content and service users, the exploration of the platform and even "tossing" can be encouraged according to the situation. From a long -term perspective, the industry needs living water, the platform can turn losses into profits, and enter the profit channel with sufficient market competition. In fact, it is also a guarantee that can provide high -quality content and form positive circulation.

In a word, users have content needs, and the platform has commercial needs. It is the most ideal state to match the most.

We discuss many users' paid exploration, which is actually the logic of discussion. In the past two or three years, the platform is not only the method of "looking at the ending in advance": raising membership prices (You Aiteng has completed the price increase), and provided members at different levels (iQiyi launched the "Star Diamond Member in 2020" Star Diamond Member in 2020 "You can directly get the rights and interests of direct ending, television, and sports members), more member services customized on demand, more IP development methods, and so on.

Before "Menghua Record", in March of this year, Mango TV tried to pay live broadcast+direct finale in "Shang Food". , "It's better to go directly", Youku tried "Friends to Unlock" in "I'm Zhao Jiadi". These explorations have been controversial, but they are actually considered active and active attempts.

This is regarded as a radical exploration model, and has accumulated a lot of experience in the practice process. At the beginning, it was considered bold and controversial. During the "Chen Qing Ling" period, the dissatisfaction of the drama fans was reflected in "the promotion period was shortened." Member rights and interests were mentioned more.

In the early stage, there were indeed some problems in the operation of the long video website, such as "not informing users in advance", premature opening channels, the problem of unlocking order, and so on. However, the controversy with public opinion is accompanied by this kind of payment model.

In the next exploration, the platform gradually repaired the above problems, and users also gave some positive feedback in actual actions. Otherwise, in the next stage, the single -point payment model will not become the standard for the major platform hot dramas. Essence At this stage, the platform's service awareness is indeed improving, and some details such as the rhythm and unlock order are also being improved. Objectively, these newer explorations also provide more data for the platform, produce more derivative development ideas and deepen the connection with users. By October 2021, when the long video platforms canceled this service almost in an instant, not everyone from the industry to users, not everyone "clapped their hands fast."

After the cancellation, the user has called for more and more voices to recover the payment on demand. This is a phenomenon that cannot be ignored. Especially in some fans with high sticky episodes, in the early stage of broadcasting, the voice of "when to open the exception" will appear.

Between "demand" and "meet demand"

After more and more "platform dramas" are deeply rooted in people's hearts, we will increasingly think that long video platforms are "production parties of content" -tmage is not wrong. Enhancement will also deepen this impression.

However, because we recognize the impact of the platform on content, we often ignore a long video platform that is different from a traditional TV platform: content and bonds between users. It comes from the platform's own Internet attributes. The biggest advantage is that it can provide non -linear and meet rich needs.

The essence of the platform is still service. As a service provider, it is a richer requirement for users. Today, the needs of users, especially young users, often not only stay in the "watch drama" in the television era.

In general, the in -depth requirements of users' content services have begun to become higher, and the needs of different users have also begun to differentiate. Some users will like to interact frequently with the main creators, so the platform starts to organize more operating activities such as the main creative live broadcast; Users want more commemoration and collection, so IP derivatives and even digital collections have begun to appear on each platform.

Taking this "Menghua Record" as an example, the live broadcast on the 26th will not be the first time to gather in the live broadcast room, and there are similar activities during the broadcasting stage; and the drama such as group fans and sachets Products have gradually become the choice of many drama fans. Looking at the overall industry, iQiyi's overall concept in the process of Luoyang's IP development process, the rural love blind box of Youku fire out of the circle, the deep fusion of mango TV and "small mang", the "reward+ reward+ "Heart value" is already an example.

Among different needs, there are naturally some users who want to see the plot earlier. For more than half a year when the "over -point" disappears, you can often see the state of "spending money" when users like a certain drama. This has formed a relationship between "demand" and "meet demand".

The insight and satisfaction of the long video platform for user needs is naturally content. We can also see that most of the "additional operations" of this part appear on high -scoring hot dramas, at least there are innovative points; after the content, the demand for consumption methods has begun to set up more and more mesa.

Good content has become an opportunity, and the importance of "providing good content" will be further emphasized. The improvement of the content and the increase in the awareness of the user content is of course complementary. When users are more and more willing to pay for good content, they are also a kind of incentive for the platform to choose good content and make good content. It is to make good use of this positive circulation and provide more precise services.

The attempts in the popular word of mouth are naturally much better than the trials of poor reputation works. If you can succeed, the direction in the recovery is self -evident. This is where the audience may be pleased.

This is also meaningful to the industry as a whole. Users choose content to consume, "hematopoietic" in the industry in consumption, and then obtain services through consumption. The long -term prosperity of the industry requires confidence and patience in all aspects. Among them, it includes the "executor of the service" of the platform. On the basis of improving its content, it played a role of "the most understanding of users".

At the level of the audience, the demand is simpler. The desire for good content, and the needs of reasonable consumption and quality content.

In the screening activity of "Menghua Record", some of the previous controversy, in a certain sense, is still behind the user's thirst for high -quality works, and the expectations of "head works need to be available".

Regardless of the long video platform or user, the shelves can continue to widen, but the premise is to provide good goods.

This is an overall spur on creators and platforms. Innovation and exploration are always accompanied by disputes and dissatisfaction, but it is also necessary to continue to move forward. The way to resolve disputes and dissatisfaction is of course to face this dissatisfaction, and then to provide higher quality and more diverse good works. This is the basis for being encouraged and "continuing to toss".

Text ｜ Zhou Yabo

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