How much room does Migu video have for development without relying on sports events?

This spring , You and my circle of friends were brushed by the Olympic Games again .

History is strikingly similar , In addition to the medals, which are popular on Weibo 、 Beyond the athlete's style , And those professional and humorous event commentators .2021 The summer of 2004 is hekexin ,2022 The spring of is Wangmeng , Behind them , Also standing in the video industry rookies in recent years , Migu video .

stay “ Aiton ” Under the background of long-term entrenchment in the head echelon of the video platform , Migu video has completed the original accumulation of users by deeply mining sports events , Now we are moving towards “ National platform ” March forward bravely in the direction of .

Migu who has received sports bonus , Can you jump out of the sports circle in the future , To a broader market ？

Do sports , Migu “ Cannot but ” Seriously

From last summer to this spring , Hold two big hands “ Top current ” The Migu videos of the summer and Winter Olympics have received constant inquiries from the outside world ： How long can the broadcasting of the Olympic Games make Migu fire ？

Time back to last summer , By broadcasting the Tokyo Olympic Games , Migu video has indeed ushered in a wave of user growth . According to the statistics of Qianfan of Analysys ,2021 year 7 Monthly Migu video monthly active users 3600 ten thousand , rose 14.55%, But after the Olympics ,9 Monthly Migu video users plummeted 32.28%, Only left 2500 ten thousand .

Similar situations are repeated during the broadcasting of each major event , The good news is , Although the change of monthly living data before and after the competition is as exciting as a roller coaster , But on the whole , The number of monthly live users of Migu video is slowly increasing .

since 2018 In, the first sports event broadcast was started , Migu video is like finding the rib that best fits you , Since then, we have continuously purchased the copyright of sports events ,2020 year , Migu video has been taken 2020 Tokyo Olympic Games 、2020 Euro 2008 、2022 Beijing Winter Olympic Games 、2022 The broadcasting rights of four major events such as the Qatar world cup , Officially start the running journey of sports broadcasting .

Today, the long video pattern is almost fixed , Betting on sports events does bring a lot of benefits to Migu .

From the perspective of enterprise development , In addition to the steady increase in monthly live users , Migu, which has invested heavily in the sports sector, has begun to gradually feed back the China Mobile behind it . With the help of this winter Olympics , Migu video is once again popular in the market , This has also directly affected the stock price of China Mobile .

K The line chart shows , since 2 month 7 Since the opening of the day , The share price of China Mobile continues to rise , And in 2 month 9 Daily direct limit .

The opportunity for Migu video to enter the sports field is also very clever ,2018 In, the copyright prices of sports market events showed a downward trend , meanwhile , LETV sports and PP Sports has also fallen into the crisis of revoking licenses and financial difficulties , The market competition pressure of Migu video is further reduced .

Back to China Mobile , And let Migu video not consider the financial pressure , This is the opposite of that , In sports , The voice of Migu video has soared .

But in the process of development , Migu video also reveals hidden dangers . Over reliance on sports , It makes Migu's platform tonality very single , In the off-season , Migu's reserve for both film and television plays and variety shows is very insufficient , Lack of means to continuously attract users , This is also after every event , Every monthly live user of Migu video will come once “ diving ” Important reasons .

If we reduce our dependence on Sports Events , How much room does Migu video have to rise ？

When will Migu video catch up with the mainstream long video platform ？

Although today's long video market has been impacted by short video and live broadcast , But the overall volume of the market is still very considerable .

According to the statistics of the prospective Institute ,2020 In, the number of users of network long video and mobile long video reached 8.72 And 8.7 Hundreds of millions of people , The market size has reached 1197.2 One hundred million yuan , And it is still growing steadily . From the perspective of long-term development , The long video market still has great potential .

From the perspective of business format , Migu video is a typical long video platform , In addition to the event broadcast , Migu also began to appear in various online dramas , And try self-made variety show , But the current market response is average .

In terms of comprehensive competitive strength , Migu is obviously away from the first echelon “ Aiton ” There is still a considerable gap , Even with mango in the second tier TV、B Compared with the station, it is also inferior . that , What can Migu do to shorten the gap with these mainstream long video platforms ？

In my opinion , Comprehensive video platform is not the best choice for Migu video , Constantly enrich the content ecology to catch up with or even surpass the mainstream long video platform , It is a false proposition in itself .

so to speak , Migu video “ Birth ” In a certain sense, it determines its development direction . As a wholly-owned subsidiary of China Mobile , Even though Migu has entered the stage of independent operation , But careful observation shows that China Mobile is still the core . The Southern Weekend reported , Migu has an indissoluble bond with sports , Behind it is China Mobile 5G The development strategy is promoting .

This kind of “ Aiton ” And other Internet companies with totally different corporate backgrounds have directly covered the lower limit of development for Migu video , Simply speaking ,“ Aiton ” Expanding the market depends on the content richness of the product itself , Migu video relies on multi scene adaptation .

such as , When China mobile users install Internet TV , If you choose to use a mobile set-top box 、 Move the Migu box or move the magic lily , In this case, it is very likely that Migu video can only be selected for TV projection due to mobile restrictions . actually , Migu video is the main event broadcast , It is also more suitable for watching on TV .

Besides , With the popularity of the Internet of vehicles , Operators have successfully entered the travel scene . The author observed that , On vehicles partially equipped with the function of Internet of vehicles , Migu video has become factory installed software , The development of Internet of vehicles technology has not been very perfect , Loading and unloading APP It is not as convenient as mobile phones , Migu video has a very strong first mover advantage .

The author thinks , Migu video has introduced film and television copyright 、 Homemade variety , The purpose is not to take advantage of this “ Break down ” Other long video platforms , But to enrich the platform content , Better adapt to various usage scenarios .

Migu video will not become “ Aiyou tengmang ”.

Reference material ：

【1】 Lu Jiu Finance ： With the help of Winter Olympics , Can Migu get rid of “ Gift ” fate

【2】 Southern weekend ： Buying sports copyright , Migu video picture ？

Source of the article ： Xiaoqian notes