Does the brutal copyright war seem to be on the loose?

Summary: Here is Youku and potatoes fierce prosecution and prosecution, there is the video site of the Continuous alliance. What does 2012 mean for video sites in the face of a better future and a loss in the industry as a whole? The brutal copyright war is

Here is Youku and potatoes fierce prosecution and prosecution, there is the video site of the continuous vertical alliance. What does 2012 mean for video sites in the face of a better future and a loss in the industry as a whole? Does the brutal copyright war seem to be on the loose?

"The time has come to the end of the video site, which has pinned its core values on the hit TV series. Archie, CEO of Gong, said in an interview with the Securities daily.

In Gong's view, the day to budget headaches is coming to an end, the 2011 two or three quarter of the whole industry crazy to buy hot play, copyright prices soaring the stage has come to an end, the 2012 capital environment and industry environment, some video sites over rely on hot play in exchange for the flow of high capital consumption growth model to test, For the industry leader, self-made content ability, the overall user experience, monetization ability will together constitute the video website next stage competition strength key.

"According to this year's plan, Archie Arts 2012 advertising revenue will achieve 300% growth, overall over the industry's 200% growth in the average level." Gong told reporters.

Hot-play copyright price rally slows

For video sites, the frenzy of buying hit TV dramas in the two or three quarter of last year remains fresh. In that period, the price of a single set of TV series from thousands of yuan, tens of thousands of yuan soared to hundreds of thousands of or even millions of dollars, a play of the network copyright sold tens of thousands of levels in that period abound, some hot episodes have not even turned on the video media has caused the battle.

According to people familiar with the matter, "Palace 2" (also known as "Gong bead") of the Internet video copyright by Tencent to buy 1.85 million/set, the price is even more than some of the TV play cost. This is not a case, a little earlier, Sohu 1.2 million/set bought the "ups and downs." In addition, there are Youku, potatoes, pplive ... Any money in the pocket of the site are desperately hit money to buy a play, the average price of 300,000/set above.

Some people in the industry said that "this will happen sooner or later everyone is finished." In fact, from the fourth quarter of last year, the video website's Burning money game began to cool down, into the 2012, although the TV network copyright purchase price did not reduce, but the volume of trading has declined.

In fact, for video sites, the essence of buying a hit show is to buy traffic, with the end of the hit period, this value is lost, and the value of their own network platform has not been reflected. "From the point of view of the value of the video site, the time has passed to put the core of your values in the hit TV series." "Gong said.

Single point competition to multi-point diffusion

With the hot play copyright "rational procurement" trend is increasingly obvious, the former based on the hot play copyright procurement to establish a core competitiveness of the practice is quietly changing, the future of competition in the pattern has been spread to many points.

Despite the decline in the buying of hit dramas, it is undeniable that this is still a necessary factor in achieving the value of video sites. From the information already understood, Youku, Archie, and other major video sites in 2012 to buy the hit drama copyright input will be equal to the input of first-line TV, maintained at hundreds of millions of yuan level.

In addition, the user experience's role will be more prominent. In the network video industry, the user experience involves a lot of aspects, the most important is undoubtedly fluent, clarity and interface three aspects, but these three aspects of the focus of the test video site funds and technology on the huge investment, and long-term short-term business interests of the game. Only from the bandwidth, video site more than 1000G only Youku and Archie two, other sites are not more than 800G, want to narrow the gap, the technical input is far greater than the imagination.

In the face of tens of millions of yuan solo play cost pressure, video site revenue mainly from advertising, in the monetization ability to become the industry's core competitiveness of the current, major video sites began a new strategy. Among them, the self-made drama and the network Taiwan cooperation's strength increases then explained this all.

"The company grasps the network linkage and the big play marketing strategy, will the early brand value and the later advertisement sale ability carries on the effective combination, further enhances the monetization ability." It is an important task of the 2012 Archie Art to realize the explosive growth from the client market share to the explosion of advertising revenue. "Gong said.

The competition of comprehensive resources highlights

At present, the network video industry has brought new changes to the television industry, the network video industry from the original TV family screen era into a video of the personal multi-screen era, which is the world's most important reason for the continued bullish market.

And in the face of this vast market, video site The core characteristics of the decision of its development advantages. "Video site's core characteristics are generally considered to have two types, one is to have a huge flow or user resources, the second is a long time accumulated brand advantage." said the industry personage.

According to the above characteristics, and in the Internet Army, Tencent and Baidu in terms of traffic and user resources is undoubtedly the industry's big guy. "From the perspective of background resources, Archie rely on Baidu's flow of support, in the early days to get a lot of users, at present there are still 40% of traffic rely on Baidu Import, there are also strong resources to support the Tencent, this is a video site can not ignore the competitors, because we all know that resources are not bought with funds. And in the brand accumulation, rely on UGC (user generated content) to start the advantages of the cool advantage is obvious, this is Youku has been in the industry leading the important reason.

At present, the main video site has been reflected in the brand differentiation, Youku's "all-inclusive", the specialization and technology of odd art, as well as the creativity of potatoes are becoming more and more obvious, these qualities will help the leading enterprises to further enlarge the market share of the industry, and raise their advertising revenue quickly, and widen the gap with competitors. "The industry insiders said to reporters.