Domestic video network "holding Regiment" message frequency

Absrtact: Recently, the domestic video network holding group message frequency, Youku potatoes and Sohu, Tencent, Archie Art, and other industries to form two camps, a number of video site sidelines, and aroused widespread concern inside and outside the industry. In this respect, the reporter interviewed the Youku,

Recently, the domestic video network "holding Regiment" message frequency, Youku potatoes and Sohu, Tencent, Archie Arts and other industries to form the two camps "head-to-head", a number of video sites "sidelines", a temporary stir in the industry and abroad attention. In this regard, the reporter interviewed the Youku, Le video network, 56 nets and other 10 video website related to the responsible person, the employment of the topic of concern interview survey, and according to the actual situation, detailed division of the domestic video site pattern map. It is easy to see, video site "Alliances" has become, more insiders revealed that the future video site pattern will also appear more large-scale changes and adjustments.

Camp 1

Advantage

Firmly occupy the industry first, second position, accounting for 50% of the market share of the industry, the market share will exceed the share of other competitors.

Take the video sharing mode, gather the most professional film and television programs, homemade programs and UGC content, and share the advantages of two-party resources.

After the merger, Youku and potatoes, the user coverage of nearly 80%, the two Web site account Exchange links to help Youku basic network video users to complete the coverage, so that it has a leading peer brand awareness and strong user loyalty, copyright acquisition has a strong voice right.

Youku is the first commercial website in China to gain access to Internet and mobile Internet publishing licenses, and will be qualified to publish audio and video content on the internet and mobile phone networks.

Force direction: To create a comprehensive video platform covering copyright content, homemade and UGC (user original content).

Camp 2

Advantage

"Rich second-generation" video site. Archie Art, Sohu Video, Tencent Video relies on their own search, portal, social networking site itself has a huge user population, to play their platform advantages, to take a number of television network mode to maximize Exchange.

A AA system to buy a play, save money.

Platform more comprehensive, advertising prices.

Exerting direction: long video mainly.

Each year occupies the top 20 of the play repertoire.

Archie this year to invest 200 million yuan for homemade content, the use of the Hong Kong-Taiwan Comprehensive Arts team, a daily homemade program.

Camp 3

Advantage

At present, with 70,000 episodes TV dramas and more than 4,000 movies of the most authentic film and television drama Library, the 2011 hit TV series Exclusive network copyright share of more than 70%, 2012 hit TV play more than 60% of the exclusive network copyright, 2013 hit TV drama 40%-50% more than the exclusive network copyright, In the copyright acquisition of a single big. Establish a copyright distribution platform to share acquisition costs.

The proportion of advertising with the play continues to increase. Copyright Library has 70,000 episodes TV series, more than 40,000 films, has been procurement has not been online film and television drama nearly 200.

The first is also so far only one by one in a-share listed video companies.

The monthly active pay users far exceed the peers, up to 700,000 people.

Exerting direction: "Commercial blockbuster", hit drama, solo play paid, free watch, copyright distribution.

Camp 4

Other not joined Camp video site

Advantage

Movie Network, Thunder look: In addition to a small number of large, master industry, the vast majority of film rights to broadcast resources alone.

PPS: Master most TVB TV series, more than 20,000 sets of Taiwan, China TV series copyright resources, nearly 100% of the annual copyright purchase costs for TV dramas.

PPLive: Korean drama resources, include IMBC, KBS and SBS three Korean TV stations in the next three years of all the play.

Network: Relying on Renren 200 million people's user resources, main including micro-film UGC (user original content). More comprehensive coverage of Hunan TV, Jiangsu TV variety show.

Leisurely network: The procurement of television news programs copyright-oriented. News and information programs such as finance and sports occupy 70% of copyright purchase.

The direction of exerting force: Looking for several big camp copyright to purchase the space, carries on one aspect the superiority management.

"Copyright prices continue to lower"

In the course of the investigation, all the video site related to the owner expressed the current market network copyright prices will continue to lower the forecast. From the price point of view, from the end of last year to this year, video site acquisition of film and television drama copyright tightening is quite obvious. Yau Network CEO Li Zhu said last year originally copyright price in a single set 700,000-800,000 yuan drama, then to 300,000-400,000 yuan.

"Yau-optic network rarely buys exclusive TV dramas, but each year spent on the purchase of film and television play copyright costs also reached 20 million-30 million yuan, and to buy exclusive copyright site, at least every year in the purchase of copyright to invest 100 million-200 million yuan, in order to form a partial exclusive copyright of the broadcast content. "Li Zhu revealed. Youku Editor-in-Chief Zhu Xianyang that copyright prices were pushed higher at the beginning, from the industry point of view, to a certain extent, to combat piracy, promote the formal development of the industry. For video web-site enterprises, raising the copyright price is tantamount to raising the threshold of competition, some of the capital is not strong enough to be eliminated in the competition.

Just entered the "Video content Cooperation Organization" Sohu Video Copyright Center Director Mark said that the cooperation Organization before the establishment will have mutual bidding situation, after the establishment can guarantee the message unimpeded, "Everybody likes the thing can obtain through the joint purchase situation, each party pays 1/3 of cost, Save each other bidding, even change the play is very difficult.

Archie, senior director of the Business Development Department of Art Network, said industry video copyright purchase price according to the current input-output ratio, down to the year before the price is more reasonable, each film and television play Average price in a single set of 100,000-200,000 yuan, a good play single set in 300,000 yuan, the quality of a slightly less than a single set of the play within 100,000 yuan.

"Homemade content will be a differentiated business trump card"

In the survey, the reporter found that, regardless of the video content of the operating preferences of the video site, this year has a unique self-made content development plan. Video sites have said that the increase in bandwidth costs and other costs can not only rely on the reduction of copyright purchase plan to control costs, but also need to expand the profit means, relying on self-made content to carry out differentiated operations.

Le Video network related responsible person said, this year's video network will increase in the content of self-made input. Reporter found that Archie is a self-made content for the main business direction of this year, please come to Taiwan's famous variety show production team, to create a seven days a week every day a new model of homemade columns.

"The original money to buy film and television play copyright is the video site can profit the fastest business model, and then some sites to find the audience like the law after the purchase cost savings, investment in homemade drama, such as homemade content." "Li Zhu stressed that video sites should begin to share the benefits of content production, participate in the upstream production links to transfer capital Upstream, good for upstream content manufacturers."

"Video site mergers and acquisitions will continue"

"2012 Video site Industry keyword is ' integration ', Youku and Tudou integration may be the biggest event of the year, but certainly not the end of the integration process." "56 Nets Vice President Li revealed that" excellent soil merger ", Blackstone immediately became a popular network of major shareholders, and this year's large-scale mergers and acquisitions industry will have 2-3.

When it comes to the reasons why some video websites follow the "holding group", Li Analysis, the company that originally hoped that the independent listing is finally difficult to realize will seek the integration merger and acquisition, because this can save the life in the industry fierce competition. "If you compare the video industry to a marathon, this is the middle half of the marathon and the difference between the first and second half." ”

After the central midfield will be divided into the camp, the first, the second camp by which several are playing, the approximate market pattern will be set down this year. Li Frankly, in the second half of the marathon, everyone will see the video site in the mobile Internet with the force of the situation, there will be some changes in seating, but not too big.

However, for Sohu, Archie Art, Tencent Network Alliance phenomenon, le Video network of a related person and Li Zhu all said that the type of organization, is a loose alliance, and the drama only accounted for their respective play library, a small part of the practical significance is the combination of Youku and potatoes, "Do not exclude video site industry will continue to consolidate the merger, The formation of a more large-scale industry leading enterprises. A video site related to the owner said.