Summer video website drama schedule inventory: Tencent Youku has the most themes

If the previous battle between video websites was still an "undercurrent", it is obvious that video websites have now reached a stage where their positioning is clearer and their methods of play are more routine. Summer vacation can be seen as a microcosm of the competition for video websites. We are very happy to see that competition around content has caused the entire market to bloom in bloom. At the same time, we must also know that this kind of competition is only a phased thing, because the mutability of content, at any time It may cause the ranking of video websites to shift.

for the championship For video websites, content has obviously become the decisive factor in hard traffic, especially when all video website products are almost at the same level.

"Content is king" can almost be regarded as a watershed in the development of video websites. After the big waves, video websites have been divided into obvious hierarchies. At present, it seems that video websites with the entire industry chain and the ability to produce independently have entered the first echelon, and video websites that do not dominate in video copyright have become "others".

According to QuestMobile data, in March this year, based on the performance of video websites on Android+iOS, the top MAU/DAU rankings were Tencent Video, iQiyi and Youku, with growth rates of 42.5%, 67.9% and 6.3% respectively; LeTV Video, ranked fourth, grew at a growth rate of 141.8%, so Sohu Video, iQiyi PPS, and Storm Video became "others."

In fact, the reasons behind this result are not difficult to understand. Tencent Video is backed by Uncle Tencent and is supported by a steady stream of funds and traffic. Although iQiyi is distributed from Baidu, it has benefited from Baidu's large traffic in the early stage. It has accumulated enough advantages; Youku relies on Ali, changing from independent development to a big tree. Youku, which has no financial pressure and has been unshackled, is more happy to spend money; LeTV Video has enough room to dance due to the rapid development of the entire company-you know, in the past two years, LeTV as a whole has clearly become the fourth giant outside BAT, and it is not surprising that LeTV Video has been ranked first for a long time; while other video websites are either independent and always worried about the next financing, are already listed and have to surrender to capital, or are slow to develop without strong support.

What needs to be noted here is that compared with BAT, although LeTV still has a certain gap in market value, its layout and development speed in various fields can provide great assistance to LeTV video. According to the results forecast for the first half of 2016 released by Le.com, operating income is expected to be approximately RMB 8.9 billion to RMB 11.1 billion, an increase of 100% to 150% over the same period last year and an increase of more than doubled. Such a growth rate is very large for listed companies. -BAT's year-on-year growth in operating income is generally good if it can reach about 30%.

We can draw the conclusion that due to the continuous increase in the decisive factors of content, the role of video websites has changed from "unique protagonists" to "part of a big platform". Whether they can develop well depends on whether the platform behind them is powerful.

The above actually explains the factors that determine whether a video website can be shortlisted in the first camp, that is,"whether it has money and ecology", which determines whether you have the strength to buy content that you know will be popular or launch content that you are not sure but still spend a lot of money. Self-made videos and strong full-process marketing capabilities. Deciding who can be better in the first camp depends on the second factor-"whether you can buy". This is similar to the "buyer" of traditional companies. Prepayment and pre-reservation are likely to be at the beginning of the year. It will determine whether the website will become popular. After all, everyone hopes to be able to pick up a "Promotion of the Crown Princess" with a small cost and a big gain like LeTV Video.

Let's take the summer vacation as an example. We can find that in the first camp, video websites have made different arrangements. Tencent's video has heavily concentrated on "fantasy", and almost all of the content it launches is related to fantasy; iQiyi focuses on "Lao Jiumen", which competes in appearance and IP, but its reputation is currently poor; I don't know if it belongs to "the tacit understanding between the two horses", but Youku also focuses on "fantasy"-in fact, it cannot distinguish the difference between fantasy and fantasy, and launches several fantasy content similar to "The Legend of the Red Shadow of the Mountain and Sea Sutra" and "The Legend of the Fairy Sword and Cloud"; LeTV Video has launched joint forces, including fantasy category "Half Demon City", light science fiction category "Super Junior Code", fantasy "Fantasy City", campus category "Campus Basketball", and urban emotion category "Meet Wang Lichuan" to seize the lead in terms of themes. Coverage.

In the current layout of the summer season, except for "Fantasy City" that has not yet been launched, the most intense confrontation actually belongs to "Old Nine Gates" VS "Half Demon City". The former was born out of the original work of the Third Uncle of the Southern School, with the help of Zhang Yixing, Chen Weiting and other "good-looking fresh meat"; the latter, because it is being supervised, focuses on the topics of the Republic of China style and transvestite sadistic love. Both adopt a member's first watch model. At present, from the data point of view,"Old Nine Gates" seems to be better, but limited by the user reputation of both, who can make efforts later is the key.

It is worth noting that compared with the pure competition for broadcast volume on video websites, members 'conversion ability is also the key to considering the success of a drama. For example,"Half Demon City" directly brought 1.5 million member conversions to LeTV Video in the first week. After all, compared with free users, the loyalty of paying users and their driving power to free users cannot be ignored by video websites.

Lenovo recalled that not long ago, LeTV successfully completed a fixed increase of 4.8 billion yuan. One of the main reasons is the capital market's emphasis on membership business. Gaohua Securities believes that LeTV's paid subscription membership will increase from 6 million to 24 million in the next three years, with a compound annual growth rate of 59%. This means that LeTV will have a market share of 18% of the paid user market in the video service industry. LeTV turned around and announced that it would use 4 billion of it for content construction, adding a perfect drama to the future content competition.

Judging from the layout of front-line video websites during the summer, although it is still difficult to determine which one will have the advantage, it is obvious that video websites attach importance to content operations-personally, compared with product operations, content operations have higher strategic, creative and execution requirements on websites, and content operations are also "advanced products" for product operations.

If the previous battle between video websites was still an "undercurrent", it is obvious that video websites have now reached a stage where their positioning is clearer and their methods of play are more routine. Summer vacation can be seen as a microcosm of the competition for video websites. We are very happy to see that competition around content has caused the entire market to bloom in bloom. At the same time, we must also know that this kind of competition is only a phased thing, because the mutability of content, at any time It may cause the ranking of video websites to shift.

Editor: Nancy