Paid viewing of videos will become the norm, and domestic dramas are becoming the main force of "attracting money"

Yang Xianghua said that in the future, whether it is content procurement or resources, the rights and interests of VIP will be considered. Movies will definitely be mainly VIP. There are two models for TV dramas, one is the "tomb robbery model" and the other is the "Shushan model."

Since iQiyi announced the number of its VIP members in June this year, the VIP member business has become its key business. Recently, iQiyi announced a comprehensive upgrade of its VIP member brand. It not only invited Yang Yang, Angelababy, and Huang Bo to endorse and promote the iQiyi VIP member brand, but also announced that it will invest more than 50% of its funds and resources in VIP starting from 2016. Member business.

According to Yang Xianghua, senior vice president of iQiyi, member income will gradually become the main source of revenue for China's video industry. Now, membership business and mobile business have been listed as iQiyi's two key businesses.

Data from the "Online Video Personal Payment Industry White Paper" shows that from the beginning of 2014 to the beginning of 2015, the size of China's video personal payment market grew from 210 million to 590 million, with an annual simultaneous growth rate of 178.1%. The user-paid market in China's video industry has entered a period of rapid growth and is growing rapidly.

This is related to the continuous improvement of the quality of online dramas and the intentional promotion of video websites. "Tomb Robbing Notes" launched by iQiyi in June is the first online drama to adopt a differentiated broadcast model for members. Let's not talk about the quality of the drama for the time being, but the name of "Tomb Robbing Notes" as a super IP has given it a high degree of attention. At the beginning of its launch, members were used to watch all episodes first, allowing iQiyi VIP members to increase by more than 100% month-on-month in several weeks.

After tasting this sweetness, iQiyi became uncontrollable.

From "Psychological Crime","The Close Master of School Belle" and "Goodbye Living" to "Mismatched Partner", the service for its member dramas has been gradually scaled up, to "Shushan War", which has begun a member-only mode, and the network premiered before TV stations., it can be said that they are trying to get ordinary users to join the ranks of members.

The tomb robbing mode is to show free dramas every week or every day, and members can watch them all at once. The Shushan mode is for about half a year. These dramas can only be watched by VIPs. Currently, iQiyi TV series mainly adopts these two modes. At the same time, Yang Xianghua revealed that he is studying new scheduling models for VIP members of variety shows, animation, and educational content.

Of course, iQiyi's family is not the only one who has high hopes for members. Tencent Video has already launched its membership business. Tencent's paid video content is mainly based on American dramas and Hollywood movies. Last year, Tencent Video launched a strategic cooperation with HBO, exclusively introducing many award-winning dramas such as "Game of Thrones","Newsroom","Company of Brothers" and "Atlantic Empire". These content are also the basis of Tencent's VIP business.

But now it is different. It is not just relying on these overseas dramas to attract users to pay for viewing. Video websites backed by Internet giants have been increasing investment and have begun to compete with TV stations for TV drama resources. Coupled with the continuous emergence of high-quality online dramas, domestic dramas are gradually becoming the main force in attracting users to pay for viewing.

Although "Big Cat Chasing Love" was launched on Tencent Video in September this year, it was updated and broadcast simultaneously with TV stations, paying members can already watch the complete set. Ma Yu's costume drama "The Legend of Ban Shu" was broadcast exclusively on Tencent Video on October 16. The drama was broadcast on Tencent Video before TV stations. As long as viewers pay to become Tencent Hollywood members, they can watch the entire episode in one go. As for watching it for free, it will have to wait until it airs on TV in 2016.

With Ali's acquisition of Youtu, video websites have almost divided into three parts of the world, and they are backed by Internet giants. It is inevitable that they will spend a lot of money. Advertising alone will definitely not be able to make profits. At present,"membership business" is also The biggest hope for video websites to spend money like water.

Yang Xianghua said in interviews with titanium media and other media: "From a member's perspective, the income that a member can contribute is more than 20 times that of free users."

For this reason, the total number of member dramas purchased and produced by iQiyi next year will exceed 40, including Shushan mode and tomb robbing mode.

Tencent video is also prepared, just established in September penguin film industry can be said to be dedicated to video services, the establishment of the day announced eight top network drama plans, especially "ghost blows the lamp," two eight novels network adaptation copyright all in the bag, do not want to know, is a big wave of "members" attack.

Although the UGC scent was still present on Youtu, it would definitely activate the Spending Money Mode after Ali got it. Earlier, Ali has said it will launch an online streaming video service in the domestic market, 90% of which will be paid to watch. Now, there is no need to go through so much trouble. You can just experiment on Youtu.

LeTV itself started as a "copyright". Now, whether it is selling TVs or mobile phones, it dares to play low-cost strategies. The purpose is to make money by selling content, which is the "annual membership" on which the LeTV ecosystem relies for survival.

In Yang Xianghua's view, for users, the first thing is that they are willing to pay for niche things that are difficult to find. This is the group with the strongest desire to pay, and there are also particularly well-known ones that everyone sees. The first is to seize market segments, and the second is to attract users on synchronized content.

Therefore, for video websites, content construction must not only be large and comprehensive, but also serve their own members. Purchase and produce content based on the characteristics and preferences of members, and then spend money like water.

However, if this goes on, the TV station may be in trouble. In the future, most TV dramas may appear on the TV station after members of the video website first watch them...

Editor: yvonne