Douyin iQiyi Alliance, who is anxious?

On July 19th, iQiyi and Douyin announced their announcements. The two sides reached consensus on the copyright of the "two innovations". Douyin obtained the authorized video content authorization of iQiyi for short video creation. Judging from the announcement, iQiyi and Douyin both expressed their desire to achieve a win -win situation through close cooperation. This has formed a sharp contrast to the "pig food" for "pig food" in 2021. After all, the reason why the "hatred" can promote cooperation is inseparable from the word "anxiety".

Author | Nianhua (Author of Cultural Industry Review, Researcher Sanchuan Huiwen Travel Sports Research Institute)

Editing | Time

Edit | Peninsula

Source | Cultural Industry Review

Traffic anxiety

In the past few years, the rise of short videos has far exceeded the expectations of the long video platform, and the "pig food theory" came into being. Even after a year, the development speed of short videos has not slowed down, but it has become more and more intense.

According to public reports, the Douyin APP survived more than 600 million last year and exceeded 800 million this year. Kuaishou lives 300 million, and the monthly live is close to 600 million. The short video platform has always been in a state of traffic growth. In contrast, the latest iQiyi financial report in May showed that its average daily subscription members were 101.4 million yuan. In the Q4 quarter of last year, the number of members fell below the 100 million level. Tencent Video has 124 million paid members as of the end of March, a decline of 125 million in the first quarter of last year. Although the latest report shows that the average paid users of Youku increased by 14%year -on -year and did not disclose the number of members. According to the comparison relationship of the previous number of members of You Aiteng, the number of members should be under 100 million yuan.

From these data, we can see the advantages of short video platforms in traffic. And because of this gap, "traffic anxiety" broke out on the long video platform. Especially in the context of membership Feipu's rise, membership ceiling has basically formed, and the opportunity to develop new members is less and less, and the desire to drain from the outer station is getting stronger and stronger.

Judging from the current long video platform explosion film and television content, dependence on external stations has also become the norm. For the marketing of film and television content, You Aiteng has also developed from a single station to the entire network drainage, and the direction of drainage is basically focused on short video platforms such as shaking. It can be said that the opening of the two channels is imperative.

It's not just You Aiteng, but also "traffic anxiety". For more users 'competition for more short video fields, the increase in the number of fast -hand users has threatened Douyin, and the use of users' use time is not the same. In the end, the content determines the user's duration and retention. Therefore Highlighting urgent need.

Content anxiety

Compared with the traffic anxiety of long video platforms, the content anxiety of the short video platform is even more urgent. The video in Douyin's Fast Hands is the purpose of competing for users to reserve and watching dates, especially in the past two years, and also hopes to attract more users and stay time through short dramas. Although this method has achieved a certain effect, short dramas cannot shake the dominant position and huge influence of traditional film and television works in terms of quality and influence. On the other hand, the market demand for film and television is still unsightly. Even though the infringement edge and the suppression of the long video platform, the number of audiences is still very considerable.

Taking a report from Weifang Daily in April 2022 as an example, the reporter interviewed Mr. Sun, who had just started film and television editing in 2021, and found that he passed hundreds of film and television dramas a year, and obtained more than 150,000 in Douyin. Fans; Mr. Sun only rely on multiple short video platforms to distribute videos, and it can make up to 50,000 yuan in a single month. From this example, we can see that the market demand for film and television is relatively strong. At the same time, considerable income attracted more "two -handed hands" to join the film and television editing industry. However, due to the issue of copyright, the short video platform uses to enclose the infringement video and account to remove the infringing video and account, which to a certain extent inhibits the user's retention and viewing duration. This is what the short video platform does not want to see.

For long video platforms, short videos are the fields they are not good at. Over the past few years, You Aiteng has launched support actions for short videos, such as iQiyi's "Chasing Light Plan" last year, Tencent Integration Online Video Contents to create four key categories such as entertainment, games, knowledge, and merging media. Wait, even a few long video platforms take the lead in taking out their own copyrights to let the creators spread short video transmission through the form of "two innovations". Quick users fight. However, from the current effect, these methods obviously have not achieved the expected effect. In addition to the problem of its own flow pool, it is difficult for the long video platform to compete with the rapid content in the short video field.

On the contrary, the rapid trembling is also increasing the footsteps of entering the videos, and this aspect is not exactly what they are good at. The short drama has achieved the purpose of the tentative video as a test, but it cannot achieve the goal of competing for the long video market share. Because of the production cost and audience taste, the overall can only be defined as a "stretch short video", not the traditional film and television works. Coupled with the insufficient comprehensive and low income of the accounting system, it has caused the inability to attract heavyweight works, forming the current situation of videos in the short video platform to stop at the videos.

On the other hand, because of the copyright advantage of long videos, it is difficult to get the "two innovation" bonus from film and television works for a long time. Due to the lack of "two -handed" material due to the copyright, there are fewer monks and less fleshy monks, and repeated editing are more intense, forming user aesthetic fatigue, and then damaging the viscosity of the audience. The same content anxiety has made the length complementarity becoming the general trend, and it also promotes the cooperation between Douyin and iQiyi. However, this cooperation can only be said to be a good start, but it is far from solving anxiety.

Profitable

Before Douyin reached a cooperation with iQiyi, many parents video platforms and short video platforms had reached a consensus. For example, in mid -March of this year, Douyin announced that it would reach a second copyright cooperation with Sohu; at the end of June, Kuaishou reached a cooperation with LeTV. Creators could create exclusive self -made copyright works of LeTV Video and released them in the platform. All signs show that the cooperation situation of long and short video platforms has been formed, and copyright disputes have entered a new stage. It is undeniable that this cooperation is based on what model and whether it can achieve in -depth cooperation. These are issues that are worthy of serious thinking in the industry.

If the long video platform is looking at the traffic of the short video platform, the short video platform favors the copyright advantage of the long video platform, this is only the entry point of the cooperation between the two, but it is not the basis of the cooperation between the two. Instead, it is the fundamental consideration of whether the two parties can cooperate or even integrate with each other for a long time.

The loss of the long video platform is obvious to all, and the current status of the short video platform is not proud. At the end of last year, media reported that the revenue of Douyin advertising has stopped growing; the Q1 financial report of the 2022 Q1 in Kuaishou showed that its net loss was 3.72 billion, while the loss decreased by 34.1%, the lowest in the past five quarters. These all show that the revenue pressure faced by the short video platform is not smaller than the long video platform, and it can only be said that it is not urgent.

From this perspective, it is obviously only superficial to increase the income to increase the revenue through the copyright of this cooperation. No matter how demand for the "two innovation" market, it does not bring direct economic benefits. How can Douyin be a cost -effective buying and selling if the copyright of the huge sum of money to buy iQiyi is a good deal. The cooperative relationship is not stable.

The more ways and profit methods of the two sides come from the potential value of the film and television works themselves. Distribution members are the most direct way. In the case of video joint members, the growth of members through Douyin's traffic advantage is the first to be considered by iQiyi. Douyin can also bring economic benefits through the distribution of members.

Then, in the case of iQiyi pushing the cloud theater, it may be a closer way to cooperate with the two parties through Douyin. With the dissemination of the "two -handed hands" and the film and television number, the influence of iQiyi film and television works is expanded, and then the paid behavior can be promoted. Douyin can also share a share.

More importantly, if the user group can be opened through the exchange between content, Douyin and iQiyi can be expanded by the user group, thereby promoting the people and marketing effects of advertising coverage, improving the level of advertising income, realizing the true The content in the sense "eat more".

The length of the video market has never been a separate market, and the long and short video platform is not a pair of "enemies". When the economic situation is severe and the industry is in a difficult period, it can be built to create a new world. disuse. Just as iQiyi said in the announcement, "I believe this cooperation will help optimize the ecology of the network video industry, broaden the channels for cooperation, create more value, and achieve the multi -party win -win situation of platforms, creators and users." We also hope that The cooperation between the two giants this time has become a new milestone, allowing the film and television entertainment industry to reshape the glory and achieve good results!

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