Iqiyi should beware of making wedding dresses for Douyin

On July 19, Douyin Group and iQiyi announced their cooperation. According to cooperation, iQiyi will authorize the long video content of information network communication and transfer to Douyin Group to authorize its content assets. In the future, Douyin Group's Douyin, Watermelon Video, and Toutiao today can create these works secondary creation.

This is the second cooperation of Douyin in the field of long video. Just in March of this year, Douyin obtained all the two -creation of Sohu's self -made film and television works, including the popular drama "Forensic Qin Ming" and "Hurry That Year" and other works. Essence

Douyin's disputes over the copyright issues caused by the "two innovations" of film and television works have never stopped. This seems to be a win -win situation in the industry, but it is also full of commercial games.

The copyright issues of iQiyi and Douyin will be compromised in the future, but can this compromise and balance last long? Will iQiyi, where the stock price falls again and again, will be bullshit by Douyin? One of iQiyi wakes up is: Will this cooperation be a wedding dress for Douyin?

Long -term video battle can be described as long -lasting. In the past many years, a long video platform represented by Youku, iQiyi, and Tencent Video has held a group. It is on the other side with short video platforms such as station B, Douyin, Kuaishou, and video number. Appear.

According to statistics from the referee document network, in 2020, the number of new number of new video infringement disputes in China reached 222. The main lawsuit is a long video platform. In many years of disputes, no winner has become an opportunity for the two giants to cooperate, but the competition between the fight will not stop in the future.

A video practitioner revealed that Zero LT (ID: lingtai_lt) revealed that iQiyi just released some copyright and did not release it to Douyin. In other words, it was not completely trust. After all However, the short video platform is not available, and the development will be worse. For long video platforms, good video copyright is armor. In order to compete for copyright, Ai Youteng is supporting the Internet giant BAT.

The current situation is that the long video platform has burned tens of billions of content, and it is used by the short video platform to use it casually, and it is not reconciled to anyone. Therefore, this cooperation of long and short videos is an attempt, and the competition will not end. It can even predict that iQiyi will strictly require Douyin to control the two -creation copyright, that is, if iQiyi is used, , IQiyi still sued Douyin.

On the other hand, looking at the current cooperation, due to the obvious gap between the number of users, it is not easy for both parties to transform each other.

It is well known for iQiyi's profitability. The net profit of Naifei, which is regarded as benchmark in the first quarter of 2022, decreased by 2.9%year -on -year. The number of subscribers decreased by 200,000 month -on -month. According to the first quarter of the 2022 financial report of iQiyi, the total number of members of iQiyi subscribed to 101.4 billion yuan, a decrease of 3.80%year -on -year; while the data of Thousand Sails showed that the number of Douyin users exceeded 800 million, the daily live users were 695 million, and the daily live users have been 695 million, and they have always been Keeping growth, the user group and user stickiness of the two can be said to be obvious.

The financial report data shows that in 2021, the iQiyi MAU advertising revenue was 12.44 yuan, a year -on -year decline in four consecutive years, and the "innovative" advertising form such as advertising, small theater advertisements, and VIP advertisements in the video, users have more users.

In contrast, Douyin has supported folk craftsmen and science popularization creators to get good reputation, and users have been well received. IQiyi is looking forward to direct diversion from Douyin's short video platform, which is much more difficult than expected. After all, in the framework of iQiyi and Douyin, even if the exclusive content is authorized, the Douyin user jumps to iQiyi to watch the full video, and the membership threshold is likely to block the user.

For example, in November 2020, iQiyi began to increase the member price, which increased from 19 yuan to 22 yuan in a row; 68 increased to 78 yuan. The price of members is expensive, and there are many advertisements that are interspersed and routine. Even if the Douyin user knows that this is a "two innovation" video from iQiyi, most of them continue to look at Douyin and transform to iQiyi. I am afraid that the user's motivation will not be too much.

This may also be the real abacus behind Douyin's layout. The short video has long video copyright, and users will not lose. IQiyi is dumb to eat Huang Lian.

After all, the pace of Douyin's expansion is unable to defend the lack of money.

According to the "China Mobile Internet 2021 Report" released by QuestMobile, among the total time of the total use of users in the China Mobile Internet segment industry in 2021, short videos increased by 4.7%, while long videos fell by 0.5%. For iQiyi, the loss of member users is very dangerous. The number of iQiyi paid members has been stagnant, and the Douyin short video platform has a greater blow to the paid users.

Douyin is mainly responsible for short and fast video content. After the user has the copyright content, will it turn around and turn to iQiyi's long video platform. This probability may not be great. After all, Douyin's recommendation algorithm is like a blind box. Users cannot guess what the next one is. This characteristic of addiction to users is not available. Even in the cooperation between iQiyi and Douyin, there is no word "exclusive". In other words, Douyin can also cooperate with Tencent Video and Youku Video. Don't forget to stand in Baidu and Tencent in the shareholders of fast hands. Can iQiyi and Douyin coexist? No one can answer this question now, whether it will be backbone, this possibility seems to be even greater.

【Live Trailer】

Regarding the details of iQiyi and Douyin cooperation and the game behind the game, at 19:30 on July 31, the zero -state LT live room. Tsinghua researcher, the author of this article, Liang Xiao, and the consumer brand architecture, the TopMarketing marketing consultant Yang Ze, Zhang Chenkai, the director of Burning Consulting, and Hu Zhanjia, the zero -state manager, will conduct an in -depth discussion.

Author ｜ Liang Xiao

Edit ｜ Hu Zhanjia

Operation ｜ Chen Jiahui

Produced ｜ Zero -state LT (ID: lingtai_lt)

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