2《 Menghua record 》“ Super point ”, Is the goose wronged ？

source ： Burning dimension （ID：chaintruth） author ： Kong Yuexin Feng Xiaoting   edit ： Rao Xiafei

Goose, goose and goose , Bend your neck to the sky “ cut ”

Tencent video has been searched on once again again , But this time it was “ scold ” Up there .

6 month 23 Japan , Tencent video announced the TV series 《 Menghua record 》 Open the grand finale and click the screening ceremony , The audience is buying value 18 element 、 Including the ticket to watch the grand finale in advance “ charming and attractive ” After the gift bag , stay 6 month 26 On the spot live broadcast of the day , Early viewing was originally scheduled to 7 month 3 The plot of the grand finale of the end of the members' Day .

This suspicion “ resurrection ” It was supposed to stop “ On demand ahead of time ” Action , Undoubtedly, it ignited the sensitive nerves of netizens to test the price rise of long videos .

The news , Except for a few people who feel that they see in advance “ Happy ” A fan of , There are more on social media “ There was a lot of swearing ”.

“ You can steal money , And send me some pictures ahead of time ”“ The reason for not adding more has been found , Wait here to cut my leeks ”“ It's ugly to eat ”…… Some even said angrily ,“ After watching 《 Menghua record 》, Uninstall Tencent video now .”

6 month 23 Day ,# Menghua recorded the final ceremony # The reading volume of topics exceeds 2.1 100 million times , More discussions than 5.7 Ten thousand times .

source / Microblog financial screenshot

And in the eyes of the industry , This wave of operation of Tencent video , The reason why we can “ A wave stirs up thousands of waves ”, In fact, the audience is interested in the long and short video platform products / A concentrated expression of dissatisfaction or disputes over changes in service prices .

recently , The price of long video platform rises frequently , From the end of last year , In order to fight against the barrier of member growth peaking , Increase revenue , Aiyou tengmang has successively implemented the means of member price increase , And the increase is not small , The time interval is still short .

Not just long video platforms , Medium and short video also began to add various charging services . In this case , Spectators are constantly paying for members who have increased their prices , There is quite a way “ Press down on the gourd to make a ladle ” Sense of being alike .

“ most important of all , Although the major platforms have increased the member prices , But the products and supporting services have not kept up with each other , On the contrary, it tends to decrease or decline . This long-term dissatisfaction with the long video , Any platform has any ‘ wind sways grass ’, Will cause heated discussion or controversy .” AI media consultation CEO Zhang Yi said .

actually , Tencent video's radical approach this time , The root cause is , Long video has an urgent profit demand under the continuous loss of the platform .

For long video platforms , The continuous investment of capital in the past ten years , Including content 、 operating 、 Bandwidth and other costs are increasing , But the day of net profit return is far away . In this context , The platform must save itself by opening up sources and throttling , Increase profits and ensure break even , Even for profit .

“ therefore , At present, the video platform can not take into account the feelings of users , And the response of the market , As long as it is a way of making money that does not violate the law and morality , They all try .” Zhang Yi said .

Jiying, a relevant practitioner in the film and television industry, believes that , Tencent video this time “ Super point ”, Is the next step “ Smelly chess ”：“ It's not bad to be scolded , They are too arrogant , It's too ugly , Naturally, it will arouse the disgust of the audience .”

Every member business （ Prices ） Adjustment of , Long video platforms will fall into the vortex of public opinion . This time, Tencent video was broadcast live , What is the “ Pet powder ”, still “ Eating is ugly. ”？

01 The goose was scolded

“ What our fans have always wanted is ‘ Jiageng ’, No ‘ On demand ahead of time ’！”

After learning that Tencent video will be opened in advance 《 Menghua record 》 After the finale , Indignant to express dissatisfaction under the topic comment area , And called on fans to report Tencent video's move ,“ This so-called ‘ The grand finale points to Yingli ’ And cancelled before the platform ‘ On demand ahead of time ’ What's different ？ I changed my name and continued to cut leeks .”

“ To a large extent, advance VOD means ‘ See you on the network disk ’, The result of piracy is bound to have an impact on the broadcast volume of the play .” Zhanglulu told burning Finance , Fans have long complained about Tencent video ,“《 Menghua record 》 Since the broadcast , The main creators have been scolded one after another 、 The plot is scolded 、 The character is scolded , TV fans watch TV dramas three days a week and fight against gangsters seven days a week , Tencent video has done nothing about this , Now I want to make a profit by the grand finale , It's hard for me to accept .”

Dissatisfied with Tencent video , Except for the drama , And passers-by .

“ Come again ？ If I want to see the finale in advance, I have to pay for it , What's this ？” A cat, a TV drama fan, brushes his microblog to see “ Menghua recorded the final ceremony ” On the topic , And a little bit excited , I don't think I have to wait 7 It's only this month that we see the grand finale , But I watched the Tencent video carefully “ The rules of the game ” after , Cat said it was difficult to understand .

“ The series advance on demand service was cancelled because of , Tencent video has no points in mind . The consumer bought VIP Member services , You have to pay more to enjoy some rights . I hope Tencent video can remember , Last year, I announced to cancel the advance on demand service , Don't engage in these fancy forms of activities to deceive the world .” Cat said .

As cat said , Tencent video for 《 Menghua record 》 What was taken “ The grand finale shows ” practice , There is indeed a suspicion of trying to cover up .

According to the rules of Tencent video ,《 Menghua record 》 The live broadcast of the grand finale will be on 6 month 26 Day opening , But only during the event “《 Menghua record 》 The grand finale points to Yingli ” The user of any one of the gift bags , To be eligible to watch the live broadcast of the screening ceremony . And the above “ Gift bag ” Altogether 3 Kind of , Respectively 18 yuan “ Gupan Shenghui gift bag ”、40 yuan “ The gift bag is like the old one ”, and 258 yuan “ Raise your eyebrows and raise your desk ”.

source / Tencent video burning financial screenshot chart / Three “ The grand finale points to Yingli ” Gift bag

In addition to the contents of the three gift packs have been increased or decreased , The basis of “ Click on the live broadcast ticket of the screening ceremony ” And gifts “ The first 33-40 Set viewing tickets ” All included .

“ In fact, there are more VIP Membership benefits and peripheral kits can't sell at that high price , Most of the old users renew their membership , Rarely buy video members at the original price . Obvious ,18 Yuanna gift bag is the focus that Tencent video wants to sell to the audience .” Cat shook her head ,“ The so-called grand finale is a little bit better , Watch coupons or gifts , Not all of them are dressed in coats ‘ On demand ahead of time ’ Do you ？ Both the live broadcast entrance and the viewing qualification have to be paid to enjoy , It's just another way of saying it .”

Maybe Tencent video did the same “ On demand ahead of time ” Avoid falling behind the population , Tencent video has also opened up in addition to “ Buy gift bags ” Access to channels other than , They are point exchange and lottery .

According to the rules , Activity period , Tencent video VIP Member users can use 2888 Member points exchange “ Gupan Shenghui gift bag ”, Besides , Every Tencent video VIP Member users can enjoy... Free of charge 1 The chance to draw , You have a chance to win by participating in the lottery “ Gupan Shenghui gift bag ”、 Wechat red envelope cover and other value-added benefits .

It's just , In order to get “ Gupan Shenghui gift bag ”, It's not easy . You can only get Tencent video points through consumption , consumption 1 Yuan will get 10 integral . Regarding this , Cat tells Caijing , Although he is Tencent video for many years VIP members , But his score is 0,“ I haven't consumed on Tencent video ,VIP Members buy the rights and interests of joint members or when there are activities on the e-commerce platform , I just renewed it .”

The way to get the gift bag by lottery is more convenient “ In god's hands ”, Although there are 2 copies “ Gupan Shenghui gift bag ”, But there are various prizes in the lottery , The winning probability has not been announced . Zhang Lulu and Ah Mao didn't get anything .

02 “ On demand ahead of time ” Making a comeback

As of press time ,“《 Menghua record 》 The grand finale points to Yingli ” The live broadcast has exceeded 20 Ten thousand people make an appointment , If every audience buys 18 The gift package of Yuan file is , Tencent video can profit from it 360 Ten thousand yuan .

360 Ten thousand yuan for “ On demand ahead of time ” For Tencent video, the pioneer of the mode , It's nothing . You could even say ,“ The grand finale shows ” Tencent video is just one of the best marketing methods .

2019 year , The delayed drama released by Tencent video 《 Petition order 》 Very popular , As the play nears its grand finale , Tencent video launched following the trend “ Watch the finale on demand ” Member benefits , Users can use the 6 element / Set price , Pay to unlock the remaining 5 The plot ,30 Yuan can be packaged to unlock the direct finale .

Even then, users were scolding everywhere , But Tencent video has made a lot of profits from it . According to the film side, it was revealed at the celebration banquet that ,《 Petition order 》 The number of people paying for on demand is 520 Thousands of people , The total amount of advance payment is 1.56 One hundred million yuan .

thereafter , stay 《 Petition order 》 The leading VOD mode that has achieved good results , Started to be imitated and applied by major video platforms , At that time , Advance on demand has become the standard of popular dramas .2019 end of the year , A hot drama broadcast by Tencent video and iqiyi 《 Celebrate more than 》, We did the same when we were close to the end “ On demand ahead of time ”.

It's just ,《 Celebrate more than 》 No copy 《 Petition order 》 Of “ Make rich myths ”, Instead, he threw himself into the storm of public opinion .

2019 year 12 month , Microblogging ＠ People's daily aims at 《 Celebrate more than 》 On demand ahead , commented ,“VIP Set outside VVIP, Pay extra money to enjoy advance on demand , Video websites are creating anxiety to induce users to consume . Buy before VIP Whether there is such an agreement in the agreement ？ If not marked , This extra charge , It is actually a violation of the rights and interests of consumers .”

After the people's daily made its announcement , Legal blogger ＠ Wu Shengwei wsw Also a paper petition will iqiyi to court , Think in TV series 《 Celebrate more than 》 During the broadcast, iqiyi company launched “ Pay ahead of demand ” Pattern , Make them pay extra to watch the latest series , Damage to the interests of its members .

At the time , in the light of “ On demand ahead of time ” Whether it infringes upon the rights and interests of consumers , Make a scene . But until 2021 year , After Shanghai Consumer Protection Commission and China Consumer Association “ Roll call ” after , This mode was stopped one after another .

2021 year 8 month , Shanghai Consumer Protection Commission directly issued a document “《 Black storm 》 Advance on-demand bundling , Tencent video ignores consumers' choice ”. That consumers have the right to choose according to law , Tencent video in TV series 《 Black storm 》 In advance on demand , There should be no provision for “ Unlock and view in sequence ”. Regarding this , Tencent video release 《 Statement on optimizing the advanced on demand service 》, Said it would adjust the unlocking rules as soon as possible , Support user selection unlocking .

2021 year 9 month , The China Consumer Association said ,“ Less routine , More sincerity . Video platform VIP The service shall comply with the law 、 Quality and price match .” Same year 10 month , Iqiyi 、 Tencent video 、 The three platforms of Youku have successively announced the complete cancellation of advance on demand .

chart / Official website of China Consumer Association Fire finance screenshot

It's just ,“ On demand ahead of time ” Although cancelled , But the platform obviously doesn't want to let go of the traffic gathered by the popular dramas . Attempt to use “ Old wine in new bottles ” The way , Getting drunk is a hit play “ above ” Spectator .

2022 year 4 month , In Youku hit series 《 My name is Zhao Jiadi 》 At the end of the broadcast , The audience found , Buying VIP Member enjoyment “VIP Members are the first to see ” On the basis of , You have to invite 5 Only with the help of friends can you unlock the latest 23 Set and 24 Set . And the invited helpers of the two episodes cannot be repeated , This means that if you want to catch up with the play, you have to pull 10 Friends to help .

But apparently , such “ Chop a knife ” Is not accepted by users , Youku is 《 My name is Zhao Jiadi 》 This kind of... Is not used in subsequent episodes “ Friends help ” The way .

Also because consumers don't pay , Mango in this year 3 The month of emergency removed the original “《 Shang Shi 》 Watch the live broadcast finale with me ” Activities .

From the activity name , It's not hard to find out , Tencent video “《 Menghua recorded the final ceremony 》” With mango “《 Shang Shi 》 Watch the live broadcast finale with me ” cut from the same cloth . take “ On demand ahead of time ” The packing is “ Live broadcast on site ” How to do it , It's just a rebirth .

It's just , Mango in the user “ I haven't paid back yet ”“ It's not as good as the previous advance on demand ” And so on , Quietly off the shelves of this event , Play the series as scheduled . By contrast , Tencent video has made greater preparations for this event “ Thoughtful ”, Taking into account the need of paying viewers to look back , take “ Viewing ticket ” As “ Gift ” provide free gifts .

03 myopia “ goose ”, Profitability is difficult

actually , For long videos , fancy “ Generate revenue ” It's not hard to understand , After all ,2022 The pressure on revenue in is especially huge .

On the one hand, iqiyi claims that it will be realized within this year “ Break even ”, On the one hand, Netflix is growing at a high speed “ Golden body burst ”, Foreign streaming media are preparing to open up advertising revenue channels .

When the overall film and television environment is cold ,“ Back against the tree to enjoy the cool ” Tencent video and Youku have to “ Authors efficiency ”, Strive to expand revenue , Narrowing losses .

And after the advance VOD is cancelled , The money making mode of long video platform , There are no more than two channels: member payment and advertising revenue .

Ensure that in both modes , The money earned by the platform can cover the cost , Even positive profit , The root is that the energy source of the video platform constantly produces explosive products .

Based on the profit model of domestic video platforms , Membership income and advertising income actually complement each other , Popular content can attract more users to watch , So as to realize the growth of member income ; More viewers means more traffic , Advertisers are very inclined to invest in this kind of “ Hot style ”.

《 Menghua record 》 It is this representative , There are audience statistics , at present 《 Menghua record 》 As many as 34 individual . According to the Tech Star report ,《 Menghua record 》 An advertising agency of , Now? 《 Menghua record 》 Advertising location “ It's hard for one to ask for ”, There are brand side bids 500 Ten thousand yuan is still waiting to be scheduled .

In addition to advertising revenue ,《 Menghua record 》 The income of new members will not be too low .《 Menghua record 》 It has been ranked on the top of Tencent video 、 The bestsellers , And top of the soaring list ; The popularity of members is moderate ,《 Menghua record 》 It is also the top seller .

source / Fire finance screenshot chart / Tencent video ranking

So calculate ,《 Menghua record 》 The income has been at least “ Back to the ” 了 .

“ Generally speaking , No matter what schedule , A popular work on the platform can earn back the cost of most other non popular works .” Jiying disclosed to burning Finance ,“ encounter 《 Menghua record 》 Such a good opportunity , The platform will not let go ‘ Plucking wool ’ The opportunity of ,‘ Collect once ’ At a minimum, there are millions of yuan in the account .”

But in Ji Ying's opinion , This approach is undoubtedly short-sighted .“ Original 《 Menghua record 》 The public praise of has been going downhill ,‘ Super point ’ after , In case the audience thinks it's too late , Then the play and platform will be diss More ferocious .”

“ Tencent's video is full of ‘ condemning ’, It still launched live point screening , The reason lies in ‘ Explosive products can be found but not sought ’.” Ji Ying had no choice but to say .

Lihao, founder of Martian culture, also agrees with this view , Whether a film and television work can become a hit , There are many factors that can play a decisive role , from IP The quality of the 、 The level of director and screenwriter 、 The entire cast and other prerequisites , The same is true of variety works .

but “ Live broadcast with you ” It is not without merit , After all, the needs of users are becoming more and more diverse 、 And personalized , For quality content , Many people will also make changes to the platform “ Hurry up ”, Even willing to pay , Therefore, the platform also needs to provide different services to meet the needs of users .

“ And Disney is implementing tiered pricing +、Hulu Wait for the streaming platform , And Netflix, which is about to launch the advertising low-cost monthly fee member , It shows that the layered operation is the future of the video platform .” Zhang Yi said .

“ However, the way in which members operate hierarchically cannot be determined at one time , Whether it's this live broadcast , Or some other way , All need a platform to constantly test , Find a win-win model for both platform and audience .” Zhang Yi tells Caijing .

Of course , High quality content , Is the basis for the audience to pay .

This has also led to , Users have no preference or loyalty to the platform , In Zhang Yi's opinion ,“ Users' choice of Aiyou tengmang and other platforms , Or follow the product . Like mango TV On the 《 Ride the wind and waves 》, The audience went to mango , The same is true of other works . basically , Product quality and service quality are the most important , The price factor can also be offset .”

The writers 、 Film critic Wang Hailin also thinks , If the platform can provide high-quality works worth thousands of yuan of subscription fees , So even if the annual membership fee is several thousand yuan, some viewers are willing to pay .“ But the problem is that now the audience feels , Most of the works on the platform are not worth a membership fee of oneortwo hundred yuan .”

“ The following summer archives have announced several key S+ works , At present, it seems that there are few good sellers .” Ji Ying said . therefore , Tencent video will be short-sighted to 《 Menghua record 》 This one “ sheep ” Pull hard , Help the platform maximize profits .“ After all, the next project to make money like this will depend on ‘ Try your luck ’.”

Reference material

《< Menghua record > Gold absorption King ： Advertisers invest in 500 You can't line up , Tencent video won ？》, source ：Tech star .

* Ji Ying 、 Zhang Lulu 、 Cat is a pseudonym .