Why didn't Station N become Japan's YouTube?
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How does Station N play a good hand as a sparse card?
This article has been reproduced by the public number "Three Entertainments" and is the author：Wind。
The original title of the article: AB station ancestors in trouble: Niconico revenue has been falling year after year, user numbers are shrinking
The opening of the impeachment video site, niconico (hereinafter referred to as "N Station"), I believe that everyone is no stranger. China's Station B has been on the market for nine years, with rising revenues and growing scale. However, station N is a different story.
The 17-year earnings presentation by Incheon shows that 78% of the turnover of the Portal business (N Station) comes from paid user revenue. In other words, the revenue from the Network Services business in Kawakawa relies heavily on paying users. The results come as no surprise to users and businesses, as revenues in the network services business have fallen and profits have stagnated. Multi-play countries have been ignoring the views of users, do not think ahead to eat the old, which led to the number of N-station users continue to decline. Users are the lifeblood of the platform, without the user this basic disk, the platform is very difficult to go far.
Ignoring the user's needs, hand over the user to the opponent
Founded in December 2006, N Station's impeachment capabilities are innovative and competitive in the video site industry. N Station officially opened its user registration in March 2007, with more than 1 million registered members in just two months. In April of the same year, the monthly page views reached 591 million, so Station N also needs to limit access in order to reduce server load.
N station paid membership growth
So here's the question, why has Station N been so bad in recent years?
In fact, N station as a video platform, in the face of video delay Caton problem and other very affect the experience of the problem, has not been very serious to solve, as long as the user more up, the network crowded server is difficult to deal with. However, in order for the N station to convert a large number of regular users to paid users, whenever the average user encounters a video card, the user is induced to become a paid member under the video to speed up the video buffer. That is, it's not that N stations can't solve it, it's just that you want to make more money.
In addition, N Station has made more unbearable gimmicks to increase the proportion of paying users. First, non-paying members do not allow drag the video progress bar, which is placed in the domestic presumably long ago fried pot. Second, non-paid members can only watch 360p videos, and until February 19th, the highest quality of N stations was only 720p, and even paid members had to endure scum.
niconico (click) 传 on the piece 弹 act 说: [bilibili most stick! ] niconico the biggest difference! 」
The following image is an update released by Multiplayer on February 13, 2019 that shows many entries making people laugh and wonder if this is a site from more than a decade ago. The drag progress bar and 1080p picture quality issues mentioned above will not improve until 19 years later.
A poor user experience is the biggest reason for the loss of N-station users, and YouTube is the best choice for former N-station users. Both N-stations and YouTube are UGC-led video sites, and N-stations spend 540 yen (about 35 yuan) a month to enjoy the most basic features of the video site, while YouTube not only doesn't want money, the experience is much better than N stations, users naturally vote with their feet and put their feet into YouTube's arms.
It may not be a good thing that the online service expansion strategy is ahead of its time
niconico (Japanese for video) doesn't have a knack for operations, but it's a good idea to expand your business. In July 2007, station N opened the "niconico market" less than a year after its official establishment. The niconico market is mainly advertised at the bottom of the video page to direct e-commerce platforms.
According to the MMD Institute's survey of the number of people using live webcasts in Japan, published in April 2020, nico students ranked No. 3
The niconico channel
As of the end of March this year, there were 9216 channels, 1625 monthly paid channels and 1.17 million monthly paid members. There is a distinction between paid members of the niconico and niconico channels, and it is mentioned above that the number of paid members for the channel has been declining, while the number of paid members for the channel has been increasing, with sales of paid channel members exceeding 5.5 billion yen (356 million yuan) in 18 years, accounting for one-fifth of the revenue from the network services business for the year.
The future forecast in Mr. Kawakawa's 19-year results highlights improving the revenue structure, with the main measures to expand the content of the niconico channel to increase the number of paid channel members. It can be seen that many playing countries attach importance to the niconico channel.
Growth in monthly paid membership and sales for niconico channels
In November 2009, Station N opened "niconico Still Painting", which mainly provides comics and illustration reading services. Although N stands in the network comics very early, but in the network comics platform lined up today's still painting is not very competitive.
Station N also launched "niconico News" in October 2010 and "niconico stereoscopic" in May 14. niconico stereoscopic contributions, readings, and downloads of 3D models that can be used for MMD video or virtual anchoring.
In addition to the above services, N stations also have niconico revealing board, niconico Chinese Traditional version / German version / Spanish version / English version, niconico direct vendors, niconico e-book and other services, many services are not long after the service was stopped. Multi-play countries spent a lot of people's financial resources in unnecessary functional development, but not willing to give the video industry a new generation. It also reflects a mismatch between multiplayer expansion strategies and user needs, and what most users really want is a good look at a video.
Offline activities business mature, the impact of the epidemic is greater
Kagawa's web services business is run by multi-play countries, which can also be divided into "portal business" (N-station), "offline activity business" (niconico hyperconsecturing, etc.) and "mobile business" (music platform dwango.jp), because the mobile business is not large, it will not be launched here. The following focus is on offline activity business.
Animelo Summer Live
Animelo Summer Live
Animelo Summer Live ("ASL"), first held in 2005, is the largest animated song concert in Japan co-hosted by multi-play countries and cultures. It was held for only one day from 2005 to 2007, then two days from 2008 to 12 and three days from 13 onwards. With 141 ASL singers and an audience of 84,000 in 2019, concerts of this scale contribute a lot of revenue to multi-play countries each year.
Data from Animelo Summer Live on Wikipedia
The FightIng Conference, a multi-game fan gathering and e-competition competition, was first held in 2015 and is held once a year for two to three days each. The number of participants has been increasing, from 35,786 to 84,215, a 2.3-fold increase in five years. The number of people watching online has stabilized at around 5 million.
· Top 10 free video sites in Japan, with only 28.5% of niconico animations
· From impress "Network Video Business Survey Report 2020"
Go to "Discovery" - "Take a look" browse "Friends are watching"
sent to have a look