Mango TV has a double profit in the first half of the year.

Picture source: Oriental IC

On August 17, the 2022 semi -annual report released by Mango Super Media showed that the company achieved total operating income of 6.714 billion yuan in the first half of the year, a year -on -year decrease of 14.5%, and net profit attributable to the mother was 1.191 billion yuan, a year -on -year decrease of 17.95%.

At the same time as the profit decline, the membership revenue of Mango Super Media in the first half of the year was 1.858 billion yuan, a year -on -year increase of 6.48%. This has to be reminiscent of the two consecutive increases of membership prices in Mango TV.

Earlier this year, Mango TV announced that the price of membership was raised; on August 9, Mango TV raised the membership price again. The increase in the price of mango TV members and Mango TV full-screen members ranging from 3 yuan to 20 yuan.

Although the price increase caused consumers to be dissatisfied, it was unexpected that under the "rising" industry trend, consumers also worked hard to find a trace of discount on the pages that are constantly jumping. The co -members who are cheap and "buy a lot" came into being, which seemed to save consumers, but the rights and interests brought by it could not be fulfilled, and the existence of large price differences in different platforms was still invincible. Essence

When the price increase of video platforms becomes a normal state, who will hit the heart of members' bundles?

Mango TV, which increases the price during the year

On August 9, Mango TV officially adjusted the price of membership monthly cards and membership cards.

The Mango TV member terminal, the consecutive monthly price is adjusted from 19 yuan/month to 22 yuan/month, and the price of consecutive packs is raised from 58 yuan/quarter to 63 yuan/quarter, and the annual price of consecutive package is maintained at 218 yuan/year; Mango TV member monthly The card rose from 25 yuan/month to 30 yuan/month, and the season card rose from 68 yuan/quarter to 78 yuan/quarter. The price of the annual card was maintained at 248 yuan/year.

Mango TV full -screen membership end, the monthly monthly price is adjusted from 30 yuan/month to 35 yuan/month, and the consecutive package quarterly price is adjusted from 88 yuan/quarter to 98 yuan/quarter, and the annual price of continuous packaging has increased from 328 yuan/year to 348 yuan /year. The Mango TV full -screen membership month card is maintained at 50 yuan, the season card rose from 138 yuan to 148 yuan, and the annual card remained at 488 yuan.

Seven months ago, Mango TV announced on January 2 that the price of PC mobile film and television members was adjusted, while upgrading the membership rights matrix. At that time, Mango TV stated that before that, it was a mango TV member users who had not canceled the subscribing monthly/package season/bag year, and would enjoy a service that maintains the original price one year. Among them, the continuous monthly price will increase by 1 yuan, and the consecutive season price will be raised by 5 yuan. In addition, the price of monthly and quarterly cards remains unchanged, and the annual card price will be reduced by 20 yuan.

In contrast, this adjustment focuses on the monthly card and season card on the mobile terminal. The annual card maintains the price of the last adjustment, and the full -screen members have floated. From this point of view, membership prices have gradually advanced in the mastery of Mango TV.

The price increase is not the "exclusive strategy" of Mango TV. Iqiyi, Tencent Video and Youku have added price increases. Today, the price gap between the four members is not large. Taking the continuous monthly package as an example, both iQiyi and Mango TV are 22 yuan/month, and Tencent Video and Youku are 25 yuan/month.

Behind the wayward price increase of users, it not only highlights the profitability of the long video platform, but also reflects more pain to explain.

Zhang Shule, the critic of the Internet industry, told the Blue Whale Finance reporter that one was the price of the episode. Long video has raised the price of the episode too high in the years of copyright wars, which leads to only membership fees, and it is only a long -term continuous process.

The second is original content issues. In the fields of the three long video platforms of the Internet, the University of China, and the online drama, the supervision is stricter, and the excessive entertainment problem also brings aesthetic fatigue. Gambling "" is difficult to relieve its own pressure, and member stickiness has not been activated.

Third, content payment issues. In addition to long video content, more content payment models such as malls and interactive movie games have not opened new tracks, resulting in revenue space is still narrow.

The reporter exchanged with a number of consumers found that there were not only their own platform membership types, and some co -members' prices also fluctuated, and the price differences of different platforms hidden in them.

The same joint member price difference may reach 100 yuan

In order to promote the number of members, "marriage" between cross -platform is not new. These joint members are mainly prices, which are much cheaper than buying multiple platform members alone. Therefore, almost all the audiovisual platforms have joint members.

Can "buy a lot" really can pick it cheap?

The Blue Whale Finance reporter on the Black Cat Complaint Platform with "United Member" as the keyword search, and found that there were 4205 complaints related to it, including QQ music, fast -looking comics, mango TV, JD.com and other platforms. The reporter followed the "mango member" retrieval, and the results of the relevant complaints reached 10,447.

Netizen "Agricultural Strawberry Milk" launched a complaint on July 21 that he purchased a joint member of his with Netease Cloud Music at Mango TV, but only received Mango TV members and did not receive Netease Cloud Music members. As of press time, the complaint status is "reply".

The reporter inquired about the complaint page that there were not a few complaints about joint members or gifts. A netizen launched a complaint on July 31st that it participated in the event of "pay 1 yuan in advance to buy mango members can give JD members and QQ music month cards" in the cool season. The user paid 73 yuan on the mango platform activity page, but was deducted 78 yuan, and the promised gifts were not available. According to him, it has not been dealt with from the aspects of Mango TV since July 30. As of press time, the complaint status is "reply". There are more than one of the complaints about the mango's cool seasons who did not get the account.

Compared to the "pit" in the Ming Dynasty, the price difference in the dark may make consumers who want to save money more caught.

Blue Whale Finance reporters found that there was a large difference in the same price comparison of the same member of different platforms. Taking the mango TV and JD co -members as an example, the reporter found that on the mango TV platform, the joint member price of the two is 248 yuan/year, while on the JD platform, the price of the two joint members of the two is 148 yuan/year, and the price is different. 100 yuan. The reporter further compared the equity category of the two platforms and members, and found that it was not significantly different.

Interestingly, there are differences between the prices between different devices. After the above -mentioned price query, the reporter replaced another phone for the same operation and found that the price of the joint member changed. Taking the joint members of Mango TV and JD.com as an example, the co -member price of the mango TV side is 248 yuan/year, while the joint member price of the JD.com end becomes 198 yuan/year.

The reporter then looked at the joint members between multiple platforms and found that price differences were a common phenomenon. For example, on the mango TV platform, Mango TV+Netease Cloud Music Monthly Card is 30 yuan, the joint season card is 78 yuan, and the joint annual card is 248 yuan. On the NetEase Cloud Music Platform, the combined monthly card of the two is 20 yuan, the joint season card is 55 yuan, and the joint annual card is 198 yuan, both of which are lower than the combined member price displayed by Mango TV.

Zhang Shule pointed out that the difference between the price of joint members on different platforms has both the causes and promotion qualities brought by the joint names. It is a kind of consumption discrimination that should not appear.

On the one hand, the platform racks his brains to pull the user into the membership pool. On the other hand, it is difficult for consumers to stimulate the desire to buy due to poor price and content. The two are like the ends of the magnet, which is always so close but so far.

Selective paid becomes a member normal

Chen Fang (a pseudonym) is a fans. She admits to the Blue Whale Finance reporter that only the interested TV series will temporarily buy a monthly card member when broadcasting. Pay attention to other rights and interests.

The reporter roughly calculated a account, which is calculated based on the current price of each video platform. If the four major platform members will cost about 94 yuan per month, about 1,100 yuan will be about 1 year; Based on the current price of non -discount conditions, it costs about 900 yuan a year. Therefore, for consumers who often watch VIP episodes, the annual card may be more cost -effective. However, decentralized film and television resources often make consumers dare not easily place orders at the same time on multiple platforms. Selective payments that need to be purchased when needed have become the norm.

Zhang Shule believes that member selective paid itself is a manifestation of insufficient platform stickiness. Only continuous explosion can make members continue to pay. It is difficult to stimulate users' consumption passion by enriching the rich copyright inventory.

The reporter noticed that when the price of mango TV members increased the price of "Drives the Wind" and "Life 6", such as the ending of the popular variety shows, at the same time ushered in the return of the old variety show of "Chinese Restaurant 6" and "Twenty of Twenty Twenty. 2 "2" potential episodes.

The financial report also shows that in the first half of the year, in terms of variety shows, Mango TV launched 36 variety shows (including dual -platform self -made or customized programs 33 -stage). In terms of film and television dramas, there are 78 film and television dramas of Mango TV, including 18 key film and television dramas, and 48 micro -short dramas in the "Big Mange Plan".

In order to stimulate membership vitality, Mango TV launched a limited member for the fan group of specific programs, such as the secret escape card related to the "Big Room Escape" (including the Mango TV member half -year card+secret escape limited gift box), which is 108 yuan, and "Flower "Children's and Juvenile" related flowers (half -year card+aurora sparkling makeup brush) price is also 108 yuan.

The use of popular content resources for peripheral bundles is not new. At present, the Himalaya platform is sold through Harry Potter's copyright content to conduct a member card and Harry Potter Blind Blind and surrounding binding sales. Similar tricks will indeed attract specific consumers, but as the plot ends, whether consumers are willing to sit in place to wait for the next drama to improve the stickiness of the platform.

Chen Fang sighed that it is more uncomfortable to understand that some specific videos need to pay separately, but the exclusive advertisements in the play rely on manually dragging the progress bar.

Consumers who thought they bought members could enjoy "free" treatment, but in exchange for privileges such as exclusive members' advertisements and discounts of exclusive membership films. This "enjoyment" may not be a taste. Faced with the dysentery of membership of membership and interest, consumers and platforms have their own helplessness.

Zhang Shule said that under the situation of the main revenue relying on advertising+membership fees, it is still difficult to solve the problem of "burning money" long videos.In -depth interaction of the game, rewards, goods or other in the deepening interaction of variety shows can have a solution space.The quiet waves are always quiet. If the "mango TVs" want to stand the test of the huge waves, they need to create a stronger hull to move forward in the sea.

- END -