On May 1, the topic of "Love Qiyi off the shelves of Marvel works" caused a lot of netizens to discuss, and some members even shouted angrily, "What's the use of having your membership". In this regard, theLove Qiyi made "copyright expiration, no compensation" explanation. Interestingly, the rival tencent video saw, immediately jumped out of the domineering shouting "comic book off the shelf, in the goose home is not there", the two sides of the competition in the air, quite a copyright war set off another climax of the intention.
At present, although love Qiyi has been re-launched part of the Marvel movie, stabilized part of the members of the heart, but this matter has largely impacted on the stickiness between the user and the platform, on the love Qiyi's membership fees, the number of users and so on has had an impact. And this clamor triggered, in fact, also disclosed the online video platforms such as Love Qiyi, Tencent, "starting from the copyright, fall in the copyright" of the law of survival.
The importance of copyrights from the dark battle of Aitken against Marvel movies
The reason for the secret battle between Aiteng and Marvel movie is attributed to the value of "copyright" for online video.
In recent years, Love Qiyi and Tencent videos have ensured the output of video content quality and the rate of content renewal and iteration through the purchase of high-quality IP copyrights and the creation of self-produced dramas after the purchase of copyrights at great expense. With the help of high-quality content, Love Qiyi and Tencent have attracted many users and strengthened their market position.
For example, the 2018 content investment costs of Aqiyi and Tencent video were 21.1 billion yuan and 28 billion yuan respectively. Based on the drive and attraction of high-quality content, both sides realized growth in monthly activity last year, and as of December last year, the monthly average daily active users of Love Qiyi and Tencent had been as high as 118 million and 112 million, respectively, and ranked steadily at the forefront of the industry.
(indicates contrast)With online videos focusing on huge amounts of traffic with high-quality content, online videos have not only built an industrial ecosystem of paid membership, advertising, e-commerce, comics, games, live broadcasting and other industries around the IP, but also accomplished infusion, laying a solid foundation for platforms to realize diversified traffic cash.
Data show that in the IP empowered members to pay, "Yanxi Raiders" for the love of Qiyi Yi brought 12 million members; "Fu shaking" and "Yi Chuan" for Tencent brought 17 million paid members. In the IP-enabled game, love Qiyi spent 2 billion yuan will "flowers and bones" by IP landing game, for the platform to bring the first month players broken 10 million, monthly water nearly 200 million income achievements ......
It is not difficult to find that quality content is the main "source" and "power" of online video to attract user traffic and realize traffic cash. In other words, as long as the online video has a high-quality IP copyright, it has the right to speak on the cash. This is why Tencent, which owns the copyrights of Marvel movies, can "proudly" dislike Aqiyi's reasons.
For the interpretation of "copyright = discourse", Sohu must be the most vocal party. In the "love you Teng" three-legged tripod pattern before the generation of Sohu in April 2014, has introduced a total of 76 U.S. drama copyright, to "watch U.S. dramas, on the Sohu" slogan, attracted a lot of traffic, ranked in the U.S. dramas of the dominant position.
But "born at the wrong time" Sohu, on the one hand, because of the "restriction order", the advantages of the United States drama suffered a blow, on the other hand, the BAT to love the U-Ten's help, intensified the struggle between the platforms, no capital to support and has not yet made a profit Sohu because of the inability to fight, and gradually be squeezed into the The second echelon. Data show that last year, tencent video with 1,188 U.S. drama number to become the largest U.S. drama platform, youku to youku 1,039 followed, both sides are higher than the sohu 196.
As you can see, "copyright" is the unique weapon of online video, but also an important factor for the survival of online video. After all, the platform "down" or "up" with the effect of copyrighted content, closely related. Love U-Ten they spared no effort to fight "copyright" is the same reason.
As traffic fades, the battle for copyright is shifting to the "exclusive" plateau
After the first half of the "grab the copyright and share the flow" of the competition, love you Tencent have been completed respectively "flow pool" to build, such as love Qiyi, Tencent in last year's Q3 financial report have exceeded 80 million mark, last year, Yang Weidong said that the number of members of the Youku should be more than 70 million, I think the traffic data of each family has risen a lot.
However, with the growth rate of online video scale and the rate of increase in the number of new Internet users both declining, as well as the division of traffic by various platforms, the traffic dividend that Ai Youteng can obtain began to fade. According to relevant data from Ai Rui Consulting and Lianxun Securities, the online video market size slipped from 63% in 2015 to 31.2% in 2018.Also, according to Questmobile's statistical report, China's average monthly growth rate of the mobile Internet has slipped from 17.1% in January 2017 to 6.31 in December 2017 TP3T.
In addition to the anxiety that the traffic dividend will soon be capped, what's even more frightening is that the vast majority of participants in the market at this stage have not yet realized profitability. Therefore, how to find a new way out and hold on to the existing position to realize profitability at an early date has become an urgent problem for all platforms.
This also means that the online video no longer stops at the stage of "traffic competition", but entered a new stage of "guarding the flow and grabbing the flow", and as the user traction of the copyright dispute naturally also set off new waves.
It is worth noting that the major video platforms in recent years have set their sights on "exclusive broadcasting". Data show that in 2019, Youku, Tencent video, Aichiye's proportion of self-produced plays have exceeded the copyrighted plays, reaching 56%, 65%, 65% share respectively. Sohu in 2017 began to gradually reduce the purchase of expensive content rights, the focus will shift to self-produced content, in 2019 also continue the "small and beautiful" development strategy ......
In addition to self-produced dramas to grab exclusive broadcast rights, the online platforms are also making efforts to buy exclusive IP. Such as Tencent heavy 500 million to buy the NBA's exclusive broadcasting rights, Youku's exclusive animation "Qin Shi Ming Yue", Aqiyi's exclusive film and television "Yanxi Raiders" .......
Ai You Teng Fox convergence of actions, undoubtedly released a new signal: to self-produced drama exclusive broadcast rights to seize the copyright plateau, is one of the top secret weapons to achieve traffic growth in the second half of the online video at a small cost.
In fact, for this elephant is not difficult to explain, on the one hand, the exclusive copyright means that the output of the platform content value is higher, can improve user stickiness, retain old users. On the other hand, the exclusive broadcast to a certain extent will be on other platforms, users, "mandatory" migration effect, in favor of solo platform to pull new. In short, with small cost to create irreplaceable content, for the platform to create the greatest economic value.
And for these aspects of practice, which is not lacking in Sohu, Aichi and other platforms have tasted the honey fruit. Such as Sohu to self-produced drama "Heartless Master" accumulated excellent reputation, premiered on August 14, 2017, "Heartless Master 2" only 23 hours of broadcasting, the broadcast volume easily exceeded 100 million, and the opening of this drama in the month of Sohu's user APP monthly activity was as high as 80.44 million people, compared with 40.704 million people in June of the same year nearly doubled the quality of self-produced drama of the enterprise economic effect of the great can be imagined.
It can be predicted that the high value of exclusive copyright temptation is prompting the major online video platforms to new copyright position migration, especially the recent love Qiyi down Comic Book event is for the major video platforms to sound the "alarm". It can be said that the online video copyright dispute, re-emerging smoke.
Copyrights suck up and drain money, online video should be cautious
But then again, although the possession of high-quality IP rights for online video can bring unlimited scenery, but due to the crazy grabbing of copyrights to improve the bargaining power of the author, resulting in the online video to buy copyright costs increased, in effect, also hindered the development of the platform.
Take the recent "aqiyi down comic book movie" event, "avengers 4" the hot release again increased the value of the comic book movie series, naturally also improve the bargaining power of the copyright holder. Let's not talk about other things, on the renewal of copyright, I'm afraid that love Qiyi can not help but increase the cost to maintain the Marvel series of copyright renewal issues.
Then again, only to take the NBA inland China 5 years of exclusive broadcasting rights Tencent spent 500 million dollars; to take the "King of the Curtain" royalties consumed Youku 390 million yuan; in 2013, "The Voice of China" exclusive broadcasting rights cost Sohu nearly 100 million yuan ......
What's even more frightening is that the highlighting of IP value has increased the bargaining power of copyright holders, and the value of copyright has been raised higher and higher, and the royalties have skyrocketed by 7,200 times in only ten years. Data show that the single episode royalties of "Wulin Outreach" in 2006 was 1,250 yuan, but by "Yi Yi Chuan" in 2016, the single episode royalties for reached 9 million yuan. Of course, due to the influence of inflation, it is reasonable that the royalties have risen, but this inflation rate is really too scary.
On the contrary, love Qiyi, tencent the two big head platform, only last year into the 80 million level of members pay scale, but only individual royalties up to 100 million level, not to mention the total value of online video video copyrights invested every year. Obviously, the relationship between the copyright absorbing power and consuming power is still in a serious imbalance, the cost of this high-pressure has led to the vast majority of platforms on the market so far are mired in the quagmire of losses, has not yet realized profits.
The information shows that the loss value of Aqiyi from 2015 to 2018 was 2.575 billion yuan, 3.074 billion yuan, 3.7369 billion yuan and 8.3 billion yuan respectively; the loss value of Sohu Video from 2017 to 2018 was 310 million dollars and 140 million dollars respectively; and Youku, Tencent, and B station last year have also continued the previous pattern of losses.
It follows thatThe membership fees, advertising fees and other revenues created by copyrights are not yet able to substantially or even fully cover the purchase cost of copyrights, and this status quo also puts online video platforms in a dilemma.The
Although at this stage, all major platforms have shifted to the self-produced content camp of "low-cost, big output" in order to reduce costs and increase efficiency, the self-produced content output cycle is long, the return risk is big, and the threshold of self-produced content is also going up year by year, which is more and more demanding for the platform's infrastructure and professionalism and more and more difficult for the output to produce good results.
In this case, the platforms want to profit from this is still too early to say. Obviously, the online video want to win the favor of consumers with high-quality self-produced works, or need to platforms with certain funds to incubate, there is still a long way to go in the future. Therefore, the platforms in the process of competing for copyright or need to weigh the relationship between the cost of copyright and the benefits of copyright, and early realization of profitability.
Overall, online video success is also copyright, but also copyright, the future of copyright is still a place of war. However, after so many years of practice, the return of rational platforms began to buy copyrights on the cost of reducing, in the membership fees, advertising and other aspects of revenue, in order to realize profitability as soon as possible. But online video platforms should also be cautious when using copyright as a total driving force.
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