Video site want to rely on interactive function to make money?

When video sites have to say goodbye to the PC era, new challenges come.

They've got nearly 70% of the traffic on the mobile side, but they can't create the same amount of advertising revenue on smaller screens. The PC-era video site will be more than ever expected to make consumer contributions to the average user-whether it's a fan's flower consumption or a "look and buy".

But what is the current status of user interaction in video? What kind of interaction do they like? And how do you like to interact in the context? These questions also depend on listening to the voice of the user.

To this end, the Penguin Cool launched a video website interactive behavior online survey, a total of 4,334 users involved, the following is the results of this survey and found:

Point of Praise is the user most use the interactive function of video

In the video site provides a variety of interactive functions, the point of praise/step is the user's highest rate of use of the function, in the survey of the proportion of 29.7%. In addition to this kind of interactive behavior is simple and easy to express preferences, do not force the user to log on the function of the property also allows users to operate conveniently.

Comments and favorites are ranked second and third, accounting for 21.2% and 19.3% respectively.

Send the barrage as in recent years in the video site has become increasingly popular function, the use rate rose faster, to 13.5% of the proportion of more than the subscription function. Compared to the foreign YouTube site on the outstanding subscription function, the domestic site for the subscription function of the less attention, so the user's use accounted for only 10.4%.

In all functions, paid gifts are the most interactive function with the lowest usage rate, accounting for only 1.5%. But this feature is characterized by a small number of users who contribute most of their income, which can be an important source of revenue if they attract and satisfy users who are genuinely willing to pay for the interaction.

Users prefer to participate in video interaction at the mobile end

The user who prefers to interact at the mobile end of the video is 67.1%, over 32.9% of the PC's share. This also coincides with the current trend of video web sites approaching 70% traffic from the mobile end. How to provide users with the appropriate interactive functions on the mobile side will become a video site more and more need to think about the problem.

Capture user video viewing and end of interactive opportunities

When setting up user interaction, viewing and viewing is a good opportunity to provide interaction. 47.1% of users said they preferred to interact after watching the video completely, while 35% said they liked to participate in the video viewing.

Account login is the biggest obstacle to the initiative of user interaction

When it comes to feedback on which of the reasons most affect the interaction, nearly half of the users think the account login is too troublesome is the main reason. This also and domestic video website itself to account system dependence weaker status related. Compared to the foreign video site on the subscription and personalized features of the focus, users more easily cultivate the habit of long-term login. But the domestic video website in this user behavior training aspect also lacks the layout.

More than 70% of users say they like to watch video reviews

Users like to read comments on the initiative more than actively write comments. 73.7% of users said they liked to watch the video and read the comments. But does the video site provide enough interesting or valuable commentary content to satisfy the user? There may be room for growth in this area.

More than half of the users do not reject the barrage function

When the video site has a barrage function, 15.2% of users are willing to open the screen function, 41.3% of users occasionally willing to open. The remaining 43.5% said they were unwilling to open the barrage.

As a gradual popularization of interactive functions, users have a downward trend in the rejection of the projectile screen. But for different types of video content, the interaction value of the screen can not be the same. This can also explain why 41.3% of users are willing to open them occasionally. As the survey above shows, 73.7% of users like to read comments, while the barrage shows and inspires the user's willingness to comment in a different way.

"Look and buy" user demand is not weak

Watching the video to see the interest of goods, 42.3% of the users said they will go to the Electronic business site search to buy the same paragraph. This is why the video site is necessary to launch the "side-look-buy" function provides a basis.

Video Rewards function There is a trial space but the popularity is difficult

In order to enhance the creative and creative power of UGC video, some video sites are also exploring the development potential of paid interactive functions such as rewards. The survey showed that 27% of users were willing to give a small subsidy of $1 when they saw a favorite or valuable video.

In particular, when the author's series of videos is particularly liked, there will be a willingness to pay for such a fee, which accounts for 25.1% of the users.

But more than half of the users still say they are unwilling to pay.

Live video more likely to inspire user interaction potential

Comparing on-demand video, users will be more willing to interact when watching live video. Nearly 60% of users said they would prefer to participate in the interaction when watching the live broadcast. This is also related to the characteristics of the live video itself, when a large number of users at the same time online and focus on the same event, the enthusiasm of interactive participation to promote, on this basis, it is also easy to form more meta interactive behavior.

Conclusion: The role of interactive function in the video site will be enhanced

Video sites need to find more business opportunities outside of advertising. In the face of rapid user migration to the mobile end, the past PC video age depends on the consumption and business patterns are changing rapidly.

The user consumption behavior based on interactive function becomes the focus of video website under the new environment. As Koo, chairman of Youku, said in an interview with Tencent technology, Internet video content and IP are gaining more and more fans, these fans have the desire to consume, how to combine these consumption desires and generate more income model is the development direction of Youku potatoes.

But the path to exploration is not easy, and when nearly half of users complain about the hassle of account entry and the impact of interactivity, video sites have to face too many thorny historical problems.