Since the birth of the first video site in China in 2005, the online video industry has continued to develop for a decade in China. From piracy to standardization, from a hundred or more wells to only a dozen homes, after several rounds of shuffling, the industry has entered a phase of relatively stable development. And in 2015, will the video website industry change?
Network video industry enters rational development period
Especially after 2015, the online video industry was very quiet and calm. This is because with the full penetration of the mobile Internet era, major players in the video industry such as iQIYI, Youku Tudou, Tencent Video, Sohu Video, and Phoenix Video have basically completed the transition from PC to mobile users, especially After the three-year mobile decisive battle between 2012 and 2014, each major video site basically found its own position.
At present, under the background of the basic cleanup of pirated and pornographic content, there should be no sudden death like fast broadcasts in the short term, but after Thunder’s purchase price of 120 million yuan has been sold, industry mergers and acquisitions The chance of happening is getting smaller and smaller. Even the Sohu video that was most likely to be sold before, Zhang Chaoyang has made it clear that it will not be easily sold, and other such as Tencent video, Phoenix video, etc. is because the strategic business as a news platform is not for sale.
Compared with the blind burning of major video sites before 2015, each video site has been relatively rational, and it is more cautious to purchase external episodes. It is no longer a sight to buy. This is because the homogenized content makes the price/performance ratio of the play series low, the major video sites tend to purchase exclusive copyright, and the second is that since the self-control capabilities of the major websites are steadily improving, while reducing the purchase of drama, the self-control section content The project can effectively enrich the platform.
Video site to "take on behalf of attack" to strengthen their advantages
In addition, after ten years of development, major video sites not only established their own industry position, but also gradually clear their own content direction and brand positioning. At present, apart from the “rich and capricious†iQIYI, Youku Tudou, and Tencent videos, a few still pursue the comprehensive and rich content, other video sites have gradually moved towards differentiated content and brand orientation.
For example, the Sohu video that was rushed in previous years has now adjusted its content strategy. The current CEO of Sohu Video, Zhang Chaoyang, has stated clearly in the fourth quarter of 2014 financial report: “Sohu Video will reduce its efforts to purchase external videos in 2015, and will increase efforts in self-made content, such as silk, men and women. In that year, etc. will continue to shoot. "In addition to the current Sohu video mainly adhere to the previous American drama first platform line, more collocation is a homemade trump card program.
The Phoenix video that originated from the same portal as the Sohu video also gradually clarified its own development direction and content strategy. In terms of content creation, Phoenix Video is to make the documentary channel its own core content. Moreover, the documentary has always been the trump card in the hands of Phoenix Video. On the one hand, Phoenix Video relied on Phoenix Satellite TV to enrich and accumulate documentaries in history, military, society, and people; On the other hand, Phoenix Video has been strengthening and strengthening in recent years. To consolidate its own documentary advantage, especially after having held documentary festivals three times in a row, it has laid its own brand position for the preferred broadcast platform for documentaries, and recently Phoenix Video has launched a "record activity" that lasted for nine months. Continue to strengthen the dominance of documentaries.
The video website is self-made and PGC becomes the focus
Moreover, with the tightening of copyright programs and the continuous increase in the cost of TV dramas by TV stations, since 2014, major video sites have formed a tacit understanding of reducing external purchases, strengthening home-made programs and developing PGCs (professional production content). consensus.
However, specific to the major video sites, the methods and focuses of developing the PGC platform are different. Platforms such as iQiyi, Tencent Video, etc., mainly develop PGCs by signing content providers or famous media professionals who have great production capabilities. For example, Tencent video recently signed a runaway comic and snarling, etc., such as iQiyi signed Gao Xiaosong, Wu Xiaobo and so on. This kind of strategy to develop PGC is simple and crude. To obtain more content, you need to sign up more content providers, which is suitable for the "money-willing" website platform.
The Phoenix Video Development PGC chose another road, that is, through a series of offline activities to enhance professional users of the content production level, so as to form the purpose of promoting the development of platform PGC. Just last month, at the Asian Sunshine Documentary Conference held in Guangzhou, Phoenix Video officially released the "record campaign", hoping to promote domestic documentary enthusiasts to actively upload their own short-cuts, through master selection and training. Training a group of professional film enthusiasts to prepare for the Phoenix Video documentary PGC platform. Even to further expand its influence, Phoenix Video has also reached cooperation with the Beijing International Film Festival. During the festival, the "record campaign" will be An important unit for the promotion of documentaries.
In general, in 2015, the network video industry will not have too many variables, the general direction of the industry development has been set, and all parties will continue to strengthen self-control content. The PGC is a top priority. iQIYI, Youku Tudou and Tencent Video will continue to develop into a comprehensive integrated video platform, while Sohu Video, Phoenix Video, etc. will become broadcast platforms with unique advantages in terms of featured content and columns. In the competition for users, many parties will be in a stalemate, and the entire video industry will enter a new phase of "observing and attacking".
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