Author / card a bamboo basket
Editor / week
2019 the keyword of drama market field is rich play chess: The phase of rich play chess that is the broker company tripartite that teleplay of video platform, head makes company, hand grasp actor of a gleam of.
Above all, the change of trade situation; Position of network video platform promotes considerably, stage gateway fastens changeover, video website and content make the negotiation position between Fang Zhi and bargain ability and before a few years of photographs invert than coming true.
Next, the change that content makes; After authority of speech of network video platform promotes, actor loves to vacate consistent raise the quota to abstain content to bring about the reform of side of industry content supply; Again next, platform develops logistic change; Actor loves to vacate in network video domain the pattern of 3 minutes of the world already was decided, how from the serious problem that burns money to turn to gain to become instantly; Finally, taxation storm, actor is restricted risk of morality of fulfil, actor let make just produce a change with the relation between actor.
Additional, the member tends saturated circumstance falls gradually, the first job of platform is not platform is pulled any more new however can tarry user, the stability of this moment content is very important, the content under line of supplier pass mark will be quite passive.
Overall for, the adjustment of industry of movie and TV is around network video platform, content company of broker of the company that make, actor is participated in 3 times mainly square and happen. The article surprises with respect to the love that appears on the market with becoming independent art for exemple cut network video field, will analyse the new trend of industry of instantly movie and TV.
Video platform development enters the 3rd phase
Support difference spends competition
Become the key of make up the deficits and get surpluses
The development of domestic video website can divide for 3 phase:
The first phase: It is the motion encircling the ground of core with discharge, it caused content of copyright of network seeing and hearing erupt type grows. This one phase is with sucking drainage the quantity is a purpose, participate big entertainment industry completely with Internet thinking. In this one phase, copyright consciousness is formed stage by stage, but user / the copyright of the audience pays cost apiration extremely low, gold of as a way of of platform of each network video changes discharge. But, the mode of ground of circle of this kind of horse race gradually drive up the value that copyright purchases, give platform live brought enormous pressure, the video website of the mainstream is in condition of deficit of a huge sum all the time.
The 2nd phase: It is the exclusive content race to control that rely on in order to pay cost professional work, exterior buy copyright to still be main measure, but content is self-restrained begin to start. Loot of video platform discharge begins to depend on those who differ dissimilation to sow content alone, content becomes the main driving force that the user increases. This one phase was finished " Internet + culture " compose of main business pattern is built, namely " member + advertisement " . The love that this one phase established back BAT is strange art, the situation of trade of 3 sufficient tripartite balance of forces of video of actor cruel, Tecent.
The 3rd phase: Abstain for king, optimize cost, implementation attracts the change that attracts to platform from content. Below the case that already decided in pattern of 3 minutes of the world, how make up the deficits and get surpluses becomes a key, and high-quality goods is changed, poor dissimilation content was become most the competition ability of core. Pure support is purchased cannot realize poor dissimilation, because this content is abstained,made inevitable choice. Self-restrained can optimize cost on one hand, help video platform promotes gain capability; Abstain on the other hand can promote an user agglutinant, transition is current the user is chased after for a content chase a platform, chase after the current situation that chases a website, make the content that the user can see poor dissimilation, high quality for a long time in video platform, and pay a member for a long time fee of one's own accord, implementation by content stage of agglutinant Xiang Ping is transformed agglutinantly.
Gong Yu
? Gong Yu
From January 2018 since the portion, the MAU that actor loves to vacate keeps basically stable. Bigger wave motion basically is to suffer on high grade content during line influence, this from DAU data can exceedingly intuitionistic reflect.
? Surprise in order to love art for exemple, came in January 2018 3 bigger day are vivid during Feburary 2019 user number changes ordinal correspondence is worn " God trainee " , " Yan Xi strategy " and " youth has you " 3 build ministry, sow content alone on line. And the DAU with actor cruel promotes Tecent video to happen in respectively considerably " creation 101 " with the world cup during.
? Trend of change of this one DAU special the characteristic that accords with video website to develop the 2nd level, attract an audience through sowing content alone namely. Its are an audience constitutionally for an a drama, put together art angle platform, once this drama or this put together art end, can leave for the high grade content of other platform, it is a kind of typical incident drive behavior.
And the appeal that the purpose that video website develops the 3rd level promotes platform namely, the poor dissimilation content that lets an user last for platform pays fee, attract change into platform by content. Current, actor loves to vacate be in from the 2nd phase to period of exceeding of the 3rd phase.
Entire network pays cost the member 240 million
The ceiling will come, video website how gain?
Love is strange art the four seasons spent announcement 2018 on Feburary 21, 2019 and annual management circumstance reports. Up to on December 31, 2018, love is strange art subscription membership number reachs 87.4 million person (surprise according to love art the definition in manual of raise capital by floating shares, subscription member is to point to the individual that buys monthly, quarter and year membership, also include try out member among them) , rate paying fee 98.5% , relatively the 50.8 million person by 2017 grew 72% , add fast relatively picked up somewhat 2017, but relatively put delay considerably 2016.
Surprise in subsequently love in conference of telephone of art money newspaper, gong Yu expresses to paid cost the user 2019 net growth measure won't be little the amount that increased 2018. If with quantity of member net growth kept balance with the 36.6 million person 2018 2019, criterion the member 2019 is added fast will insufficient 42% , growth of video website member drops fast apparent.
? An issuance ordering user that Tecent video also alluded in money newspaper 2018 accuses to grow 58% compared to the same period in Tecent to 89 million.
At present actor loves to vacate member paying fee to had been been close to 230 million, if plus happy inspect, appraise of these 4 the 2nd echelon formation measures TV of Sohu, mango, PPTV the membership number of about 10 million, current website of our country video pays cost member to had been been close to 240 million.
Sun Zhonghuai
? Sun Zhonghuai
According to statistic, 20 years old when consume brunt as VIP of our country video - youth of 35 years old has 300 million person about. The video website of 240 million pays cost member to mean major target user to had bought the membership of platform of a network, the population extra dividend that member of network video platform increases ends basically, at the same time union loves to surprise art in light of the rate paying fee that is as high as 98.5% , promotion of rate paying fee already also did not have a space, ceiling of video platform member will come.
Open source & reduce expenditure
Member growth puts delay to bring about video platform to need to be on the road of make up the deficits and get surpluses undertake more exploration. If want to realize gain, in the final analysis is " broaden sources of income and reduce expenditure " .
Alleged " open a source " raise battalion to close namely, raising battalion to close is the growth that depends on existing business on one hand, widen namely on the other hand income channel. Surprise in love art just appeared on the market a month when, gong Yu puts forward to love to surprise art 9 big moneys change way, pay fee besides traditional advertisement and user besides, have a few even additional the money changes a form, for instance broker, dozen admire, publish, issue, business of IP accredit, game, cable, this is reducing love to surprise namely essentially art depend on to what advertisement income and member pay fee degree, realize income diversity, widen income channel. And this one strategy, also got the self-identity of actor cruel and Tecent video.
? Cong Aiji art in light of financial data, the strategy of diversity of this one income makes progress at present pretty good. 2018 year realize other income 2.88 billion yuan, grow 93% compared to the same period, it is to love to surprise art the income with the at present rapiddest growth board piece.
?
? Alleged " reduce expenditure " optimize cost namely. The cost with video the biggest website is content. Surprise in order to love art for exemple, cost of aggregate 2018 content 21.1 billion yuan, 77.8% what occupy total operating costs. From the point of quarterly data, love is strange art cost of 2018 year content is climbed litre serious, especially before 3 quarters, this promotes with ability of bargain of platform of video of whole 2018 industry it seems that, drama anthology purchases the trend of price fall to not agree with. But those who need an attention is, to video platform, it is to undertake copyright is purchased ahead of schedule commonly lay in with content, the content that broadcasted 2018 that is to say was 2017 actually had signed what buy about, and the period that 2017 is copyright price overgrowth, this is very good explained love is strange art content cost involved the question that raise considerably 2018.
? Future, cost of video platform content will drop apparently. Exterior purchase a respect, after August 2018, of content purchase and make cost begin to drop apparently, purchased cost to arrive from fall after a rise of highest 15 million one market 8 million the following, the weak market of major teleplay purchases price stability to be in 3 million the left and right sides. Content abstains a respect, self-restrained main cost -- actor remuneration is being reduced ceaselessly, at present the remuneration upper limit of a top class actor is 50 million yuan, relatively the day price that once was as high as 150 million, fall 67% . Reason did not purchase content or the cost that contain content to will drop ceaselessly. But, as a result of exterior purchase content from purchase broadcast general need 6-12 month, abstain content to need 12-18 month, because this video platform is true,apparent content cost can be shown to optimize in money newspaper level should arrive 2019 second half of the year, was 2020 even.
Optimize cost to drop besides the content cost that relies on industry whole besides, promoting content to contain proportion also is very important step. Surprise in love in conference of telephone of art money newspaper, gong Yu emphasizes abstaining the politic direction of drama again, say the amount that purchased content 2019 can drop, the amount that starts content formerly can increase continuously, increased than still can continueing 2019 2020. This surprise from love art what began rapid growth 2018 is self-restrained content asset remaining sum has seen one spot.
Not come singly but in pairs, sun Huaizhong of CEO of movie and TV of Tecent group vice president, penguin also states at present the investment of the abstaining of Tecent video, custom-built content is occupied than exceeding 50% , and its think to compare reasonable construction is 60% self-restrained, custom-built, 40% copyright are bought, the content of prospective Tecent video abstains scale to also will continue to promote. Same, fencing great distance of Alidawen's amusement president, actor cruel president also is making public a circumstance to had said to actor or actress cruel future can be increased abstain and sow content alone, because abstain,can assure copyright profit, and this industry future is the costliest is copyright.
? Depreciate besides industry whole copyright and promote content to contain proportion these two kinds optimize cost method besides, actor cruel still offers additionally one kind of way, namely " B2B2C " mode. This is fencing great distance of Alidawen's amusement president, actor cruel president communicate in client of actor cruel head meeting, the drama anthology content with the actor newest cruel that with head of more than 40 industry high level of the company that make discloses is politic. Its purpose is to prompt the concern between stage of content square peace from before B2B mode is changed to B2B2C mode, make content square more depth ground participates in content in operation of plan, production, user, commercialized whole chain, content just can obtain the copyright of more long end to divide Zhang income. This can regard as the early days cost that covert to control a medium essentially.
Advertisement mode and member mode itself are mutually exclusive
Current, the income source with video the mainest website or income of advertisement income and member. But this concern that both itself puts in this disappear those to grow. With data most all ready love surprises art for exemple, after the phase of dilate of growth of high speed of the member that be in before was being experienced a few years to meet and quickness of dimensions of Internet ad industry, appeared between advertisement and data of member income quarter 2018 deviate from. Because the user buys the main driving force of the member,this is besides get exclusive content besides, it is to avoid advertisement. And avoid advertisement this one behavior can make video website advertisement, stick an advertising to enclothe especially limits and arrive rate is old sell at a discount, bring about advertisement income to glide thereby.
? But, in light of development, the contradiction between advertisement and member system is not cannot solve.
Above all, to advertisement, member system impact is the biggest is to stick an advertisement, but develop as the diversification of video ad style, besides an advertisement is stuck before video besides, still have switch on the mobile phone iformation flow of big screen, home page, broadcast the page is recommended, iformation flow of search result page, and insert in time-out, footmark, video wait for various advertisement, in the meantime, more as shirt-sleeve as content originality advertisement also more and more be taken seriously. Below rich with each passing day advertisement mode, member system is negative to advertising the influence is weakened.
Next, the promotion that contains content is helpful for video platform developing innovation ad. In the accredit content that outer ministry purchases, originality advertisement solution is added in the content that makes very hard in tripartite. And content is contained in video platform in, originality advertisement has very big flexibility. Surprise in love art current advertisement run closes in, originality advertisement contributed the advertisement battalion of 50% to close in achieving content formerly, in integral advertisement battalion 30%-40% is contributed in closing. Future is deepened ceaselessly as what abstain content strategy, originality advertisement will become the advertisement income source with video most main platform stage by stage.
Finally, member system and advertisement place needle are different to content form. From at present the development strategy of video platform looks, containing item of put together art is for advertisement income, abstaining drama is to increase member income, for instance " the strategy that delay happiness " have very big effect to increasing membership paying fee newly, but smaller to advertisement income influence. Gong Yu surprises in love middle finger of conference of telephone of art money newspaper goes out, program of put together art is advertisement income all the time it is dominant income, love is so strange art it is all the time forward advertisement profit is the biggest the way that change goes the conduct propaganda, put together that make art program.
Fan Lu is far
? Fan Lu is far
Video platform is in experienced year after burning the hundreds copyright big fight of 100 million, had turned to less than to contain core of melt into of actor of self-restrained, cost, attract the 3rd phase that replaces content to attract a member to be a target in order to differ dissimilation implementation platform. Future, copyright price will fall further, the content cost of video website also can be compressed continuously, or of the most content company that make merges into video platform, make the making department of its subordinate, or will work for video platform produce out to make drama and custom-built theatrical work.
What need discusses is, to video website, wanting faced difficulty is the diversification that the height that the user allows internally nags and chooses a form, points for attention is very much domestic audience is to see homebred drama see abroad play only rarely. Love to surprise in those days art purchase in those days " the descendant of the sun " very successful, before long, tecent video will broadcast solely " the game of influence the 8th season " . Can the exclusive copyright of abroad drama is purchased be deploy of systematize of video website the next?
