Will."Ray Tech Lite" collection for my small program, do not miss the wonderful content
High-quality episodes naturally have a "magic" can make people think, but in the process of chasing drama, the video platform has played a "help" effect. At the beginning of April, Zhejiang Consumer Protection Commission on the "nine major issues" interviewed Ai Qiyi, Tencent Video, Youku, Mango TV and other 11 audio and video platforms, requiring the above-mentioned platform within the deadline to make rectification.
The so-called "nine major problems" are actually the nine rectification opinions given by the Zhejiang Consumer Protection Commission.They are advertising privileges, deduction reminders, automatic renewals, duplicate charges, some programs can not be viewed in full screen, excessive information collection, top-up issues, different prices for different platforms, improper diversion.Among them and consumers should be most closely related to the issue of advertising and renewal, these two issues to the general consumer has brought great distress, but also one of the main issues of online complaints.And half a month later, on April 17th, a follow-up report in the China Consumer Daily reported that Zhejiang Consumer Protection Commission had received a reply from the above-mentioned platform, and that some of the problems had been corrected. Consumers are most concerned about the three issues, free advertising, deductions without warning and automatic renewal will be adjusted, not only to reduce the misleading description, but also to avoid the risk of consumers inadvertently "trick".As for the rest of the rectification opinions, the progress of the major audio and video platforms is different, but nothing but "change now" and "change" the difference.I believe that the Zhejiang Consumer Protection Commission's rectification opinion also represents the voice of the majority of users, in the past advertising problems and deductions have brought too many problems to consumers.But what we're wondering more about is whether the overhaul of these audio and video platforms can really make a difference in the experience. If it's just a surface tool, then it doesn't help to do more, watching the "pit age" of video on the platform, has it passed?Changes have taken place, but with limited success
At present, the latest version of Achiyi, Tencent video app on the "ad-free" description has changed, the page will clearly inform "ads can be skipped", rather than as before, the use of "ad-free", "de-advertising" and other words, the expression is indeed a lot more accurate.In fact, from the beginning, the "ad-free" overhaul of the video platform was limited to the publicity level, not to the insertion of advertising itself. In other words, after the rectification of the original existence of advertising will still exist, but now the platform side will not use "no ads", "to advertise" and other words to confuse you.It is also understandable that for the vast majority of video platforms, pre-broadcast advertising is the main revenue, not only the domestic "Excellent", foreign Youtube is almost the same. Video advertising will certainly exist, but the form of existence depends on the situation of the platform, so it is unrealistic to hope that the video platform to remove pre-broadcast advertising, unless in accordance with their guidelines to open members.
If it's a member or an ad that affects normal viewing, it's another matter.As for another key charge for the overhaul, the change is evident in the app's description. On the pay-as-you-go page, we can clearly see that the operator has added the instructions.For example, Ai Qiyi said it would inform users of the need for a charge 1 day before the charge, but also in the renewal interface to indicate which services are "continuous package month", that is, automatic deduction.Overall, after the rectification of this batch of audio and video platform the biggest change is more open and transparent information, consumers do not need to "guess", "guess" can also clearly know the platform side of the intention.In the past, accidental charges have occasionally occurred due to lack of transparency in the rules, which are a serious problem for both operators and video platforms.We did see the audio-visual platform make adjustments to the rectification comments, but in terms of the effect of the experience improvement is still relatively limited. In addition, this is not the platform side did not according to the requirements of rectification, on the contrary, their rectification action is still relatively fast, but also relatively in place. The action of the video platform is so fast, or because the above mentioned points of rectification will hardly touch the core interests of the platform, and on the contrary, such issues as "inconsistent charges" because of the specific interests involved, so the efficiency of rectification must not be so high.Is the audio-visual platform "digging a hole" a last last go?
In addition to bilibili is known as "a clear stream", most of the domestic audio and video sites due to advertising distribution, charging model and other factors are controversial.In the App Store's comments section, we often see negative reviews about consumption patterns and ad-ins and, although some of them are too subjective and unfounded, they can reflect the thoughts of some users in general.However, for the video platform this behavior, a careful look is not insolusible. Revenue is the number one priority for commercial companies (and the difference between the main investments) and the primary challenge facing the video platform is revenue, which they will do everything they can to introduce a wide range of features and services without breaking the law.Aichi's 2019 results show that its total revenue reached 29 billion yuan, up 16% year-on-year, while its membership services revenue was 14.4 billion yuan, accounting for almost half. As of the fourth quarter, Ache's subscriber membership reached 107 million, up 22% year-on-year. From the data, we can see that most of Ai qiyi's revenue comes from membership fees, and youtube and other overseas video companies revenue structure is not the same.Youtube's total revenue in 2019 will be $15.1 billion, according to Google, and since Youtube's profit model is almost entirely made up of ads, Youtube alone is thought to have generated more than 100 billion yuan in revenue.
Domestic video sites naturally want to emulate YouTube's success, but advertising is clearly not going to work at home. Therefore, a variety of membership systems, even the "ahead of time" model was created, but also to adapt to the special Chinese market.Bilibili should be the most popular platform in the "named" platform, first of all, Station B does not include front-end advertising, including most ads, and membership fees are only "big members" one, almost no other charging channels.In the eyes of Chinese consumers B station should be the ideal video platform, with the attendant problem is B station video business is not very profitable.Station B's total revenue for 2019 was RMB6.78 billion, up 64% year-on-year, and the situation looks good. However, a closer look at the data found that Q4's non-gaming business, which has the best growth momentum, had revenues of only 57% to $1.14 billion, while the gaming business had revenues of $870 million.In other words, Station B's main revenue as a video site is made up of gaming revenue, which is a strange proportion of domestic video platforms alone.So survival is already a headache for video platforms, and it's no surprise that it's under pressure from revenue.
In Xiaolei's view, the domestic video platform is keen to dig some big and small "pits", for two reasons.First, the domestic streaming media market has not formed a good ecology, most audio and video content platforms have not found a suitable means of revenue.And advertising and membership fees have been confirmed by the industry's reliable model, domestic platform combined with the two models to strive for profitability is also understandable practice.Of course, the domestic video platform has also made some attempts, such as ahead of the point, the effect is still relatively obvious, and the audience also began to accept this charging model. But until a more reliable revenue model emerges, advertising and membership remained at the heart of video platform revenue, so it's unrealistic to expect "no ads" or "no members."Second, China's consumer community has not cultivated the habit of paying for content, and the current model is the only solution.Platforms such as Naoi Fei abroad will earn revenue by launching home-made dramas, and viewers will only need to become members and pay for episodes to watch them all. In the first quarter of 2020, Naofei generated $5.7 billion in revenue, and its ability to absorb gold is not much better than YouTube's.Ai Qiyi, Youku and other platforms have also considered the route of Nai fei, but in the end it is not enough. In the final analysis, want to let domestic consumers pay for content or unrealistic ideas, in the absence of a mass base of content payment model naturally can not get up, can try to get ahead of the point is already a remarkable progress.However, piracy issues broke out again after the out-of-the-box mode came out, after the "Love Apartment 5" piracy incident greatly frustrated the trust of paying users, whether for paid users or platform parties, piracy problems are not effectively curbed, similar models can not be implemented normally.Therefore, for the time being, the current poor video platform experience is difficult to change in a short period of time, the only good news is that "is changing", but the progress is not known. In the final analysis, the existence of various problems in domestic streaming media content is not overnight, want to solve the problem is not overnight can be completed, is bound to be a long tug-of-war.This article was edited by WallaceIt may not be reproduced in any form without permissionWelcome to Xiao Lei's video numberNote: WeChat video number is still being tested internally and is not open to all users
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