Video site speeds up "test water" online dramas to pay

Video Website High-profile Recall Charges

In fact, as early as the beginning of 2005, most of the video websites were based on fees, but soon the fee-collecting websites collapsed under the impact of free websites. At that time, Thunder launched the "Ruby Theater" business that charges users, promoting high-definition downloads in the first phase, and high-definition online viewing in the second phase. A movie costs about 1 yuan - 2 yuan. For Thunder's fee-based services, netizens sang songs of grief. Under the free Internet environment, the first one who fell was the first to fall.

With the passing of time, the current video site is very different from the melee of a few years ago. The video sharing site has formed its own ecological pyramid. The video site giants such as Youku Tudou, iQiyi, and LeTV have gradually grown, and this huge amount of online video charges. The cake began to reach out. According to the reporter's understanding, current user payment mainly includes two methods, one is that some content is paid on demand, and the other is that members pay monthly, package quarterly, and annual payment. On-demand payment is mainly concentrated in the film resources of the filming. The charging standard is about 5 yuan each time. Members can watch more movies after paying and enjoy the advertising function. In the eyes of people in the industry, the charging mode of video websites has always been under exploration. However, because of the abundant free resources and fierce competition in online video, the charging of video websites is very low-key.

At the entertainment treasure anniversary event held recently, Alibaba Group’s digital entertainment group president Liu Chunning revealed that Ali will launch Tmall Cinema to build China’s largest home-based pay-per-view theater. The content includes domestic and foreign film and television production and in-house production, 90% Content requires users to pay. Youku Tudou, on the other hand, released the "Arts and Communications Channel 3.0" and tried to implement a member-pay-on-demand model in the segment of art and movie.


Personalize services for users to "pay"

For a long time, China's online video payment has been faced with such a dilemma: On the one hand, the enormous benefits that can be generated by as many as hundreds of millions of Internet users undoubtedly make video websites uninterested, but on the other hand, it is possible that the number of users could be saved. Loss due to charges.

According to analysis by industry insiders, there are two aspects of the fee base for video websites. One is exclusive premium content, and the other is user accessibility experience.

According to industry sources, because TV dramas are not a scarce resource, Internet users can easily obtain film sources through other channels. The charging model is difficult to bind viewers, but it provides users with the most choices for viewing, and gains more personalization and differentiation. Value-added services to make users pay is not difficult. In the 80's, the Netwomen have become mainstream and in-depth users of iQiyi, and their willingness to pay for premium content and services has become stronger. They have adopted a higher degree of acceptance for better service received through payment and for the generation after the 80s. The "Tomb Notes", which is a fine vertical play, has increased the attention of iQiyi member service along with the heat of the episode. There have been more than 21.48 million related discussions on the Weibo platform "iqiyi members", and video users have started to personally Pay for the video.

Video payment will open up new ways to make money

Although it is known that advertising alone "one leg" is not "healthy", in the online video field, when the Chinese user payment market broke out, it has always been the focus of industry attention. Some people in the industry pointed out that compared with the copyright of American online video websites, there are as many as thousands of domestic television copyright distributors. A film and TV drama can have multiple layers of distribution channels. The lack of standardized price competition also makes the industry channels chaotic. User charges also have a negative effect. Analyst International Analyst Roland said that the user’s payment habits are still not enough to cultivate. However, for domestic netizens, as with cable television, online video charging to netizens is only a matter of habit and time.

Although advertising revenue driven by video traffic and traffic is currently the main profit channel for video websites, the “malformation” growth model forces video sites to pursue multiple modes of profitability without delay. Yang Xianghua, Senior Vice President of iQiyi, expressed to reporters: "In the Chinese market with a large population base, video sites will inevitably develop the business model of 'free content + advertising' first, but through the continuous distribution of users on the paid membership business and users. The cultivation of consumption habits and the outbreak of video payment services in China have become an irreversible trend."