Online video website "personalization" contains large market segments, the market is emerging

Today, when personalized content is popular, many excellent market segments have also begun to show huge market potential. Internet giants have also begun to look at the huge traffic brought by this.

Original title: Online video websites have a big market for "personalization"

. After experiencing cruel competition such as burning bandwidth and burning big dramas, online video websites have now found their own backing to seek development. In the new context of market competition, the method of relying on "burning money" to seize the market does not seem to have changed. But this time, the beneficiaries are no longer a few upstream industries, but ordinary netizens who can generate content. Today, when personalized content is popular, many excellent market segments have also begun to show huge market potential.

The division of original channels has grown rapidly

. Recently, Heyi Group (Youku Tudou) held the second Internet Culture and Entertainment Open Ecosystem Conference with the theme of "Coming for Cooperation". At this conference, Gu Sibin, chief product officer of Heyi Group, disclosed to the public: "Since the release of the channel strategy one year ago, a total of more than 40 products and tools have been developed and launched for the four major needs of creation, distribution, fans and income. The total number of self-channels exceeded 30 million, a year-on-year increase of 50%; the total number of subscriptions exceeded 1 billion; and the monthly broadcast volume reached 15 billion, an astonishing growth rate." The most surprising thing is in terms of monetization. In the past year, Youku Self-Channel's original self-channel share reached 300 million yuan, an increase of 100% over the previous year. "Looking at Dreams" generated more than one million yuan in two weeks from the VIP channel, more than 1.2 million yuan from the six-hour live broadcast of the Luo Ji Thinking Reading Club, and 25000 copies of ELLE magazine were pre-sold through live broadcasts. Dozens of channels have received investment in the past year. Among them, the hot sauce brand "Fan Ye", which Youku's "Chuangshiji", successfully raised 83 million yuan in Series B and valued at 360 million yuan, exploring a new path for self-channel e-commerce.

According to reports, this year Youku Tudou will focus on supporting self-channels in vertical categories, creating five categories: clothing, food, entertainment, entertainment, music, culture, parent-child, animation, travel, fitness, and marriage. Top ten "red band" series with personalized characteristics, including fitness and marriage. Open empowerment for creators, high-quality PGC and strategic partners, providing support in traffic, IP development, data upgrades, special funds and three-dimensional services from three dimensions: name, profit and ability. It is worth noting that Yang Weidong, president of Heyi Group, also joined hands with Sina Weibo CEO Wang Gaofei and UC Vice President Chen Shi to announce the establishment of the "Video Entertainment Alliance". The major alliance will conduct data docking at the bottom level and rely on the high-quality content, social communication and algorithm recommendation capabilities of the three major platforms to enhance user experience. Yang Weidong said: "This alliance will realize content connectivity, interaction connectivity, relationship connectivity, account connectivity and algorithm connectivity, forming a complete linkage ecological matrix." The alliance will enhance the core capabilities of head content, homemade and co-produced content, self-channel, stars and corporate organizations in content, distribution and monetization, and generate great value in joint investment, joint production, joint publicity and integrated marketing.

The market segment is emerging.

According to the "Internet Culture and Entertainment Industry Insights" report, audio and video have become the core carrier of culture and entertainment. Video entrepreneurs are no longer limited to professional film and television practitioners. The popularity of the industry has attracted a large number of non-film and television practitioners to participate in video entrepreneurship. In the craze. In the first half of this year, 67% of startups receiving financing were video-related. The report shows that video platforms have become a new social portal, and video is more likely to trigger shopping than text and live broadcasts than on-demand. Fans not only support video entrepreneurs, but also participate in content creation.

According to iQiyi, with the popularity of secondary yuan in recent years, the comics field, which is at the upper reaches of the IP industry chain, has become increasingly influential and appealing among young people. The launch of iQiyi's "iQiyi Comic Channel" has also been popular among comic fans. In fact, through more and more animation works successfully testing the water in the film and television market, these allow Chinese people to see a considerable commercial "money" scene for animation. In addition, the market for film and television dramas adapted from comics is also quite popular. In addition to film and television dramas such as "Meteor Garden" and "Young and Dangerous", after the launch of the iQiyi Comics Channel, it will also rely on iQiyi's own open and common prosperity cooperation mechanism to attract more high-quality comic writers and comic works to settle in, reserve strong comic works, and become the largest comic library.

With the rise of content from market segments such as the IP industry and self-channels, Internet giants have also begun to look at the huge traffic brought by it. Zhang Yong, CEO of Alibaba Group, said in an interview that he hopes to turn Alibaba's 600 million consumers into viewers and content producers on self-channel, and turn billions of products on Alibaba's e-commerce platform into content entrepreneurs. Production factors, and through Alibaba Cloud provides commercial infrastructure, allowing the wallets of 600 million consumers to connect with those of self-channel content creators, making them "silky smooth".

Editor: yvette