Exclusive content has become a video site new favorite lost content advantage or will be out

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Exclusive content has become a video site new favorite loss of content advantage or will be out (TechWeb map)

TechWeb October 23 article/Xiaofang

After 11 long vacation, the video website has held a new round of press conference, almost all around the content launches. The quality of the content to become a video site core competitiveness has been recognized the fact that the key lies in how to build the core competitiveness.

At the beginning of the domestic video site, the content of the imitation of the object is YouTube, but did not get high-quality UGC, but also on the back of the "piracy" notoriety, the revenue has not made a substantial breakthrough. Then moved to Hulu mode, smashing heavily to buy copyright, film and television drama copyright prices rise at a time: 2008, "Golden", "Soldier assault" network price per set 3000 yuan, and to 2011 years, "Gong bead" network price unexpectedly as high as 1.85 million yuan a set.

However, even if the money is not in exchange for the profit of the video site. 2012, video web site to buy film and television drama network copyright gradually become rational, but also began to try homemade content, to seek the development of differentiation, the exclusive content of the video site is gradually becoming the next focus of competition.

Exclusive copyright Deepens brand awareness

Users are following the content, video site bosses are gradually aware of this problem, video sites have to buy the copyright at the same time, in the content has tended to homogenization, and did not form a unique brand value. Another let each video site is uneasy, do not damage the user experience, Baidu in the right way for Archie import flow, Archie Art CEO Gong also tacitly this point.

Archie Art 2010 on line, with the help of Baidu, only three years time, in the network video status has been second only to Youku, after the acquisition of PPS in April this year, the gap with the excellent soil further narrowing. According to the "2nd Quarter 2013 China online video market monitoring" data show that the merger of the new love after the advantage of the show, advertising revenue to 16.9% of the second share.

Therefore, the exclusive copyright has become a battleground.

Youku Potato Group has been associated with including ITV, Shine, FremantleMedia (FML) and other major British producers to achieve cooperation, the deployment of the British drama copyright; Sohu Video Cumulative introduction about Stemona American drama, access to the "card House", "Life Big Bang" and other American dramas of the exclusive right, so that the United States play become its signature label, At the same time, Sohu Video also spent 100 million yuan to buy the second quarter of "good voice in China," the exclusive copyright.

Former CCTV industry and new media researcher Tuo said that the video site in the content style has been different, rob or segment the audience market, so easy to shape the brand image has great help.

Sohu Chairman of the Board of Directors, Sohu Video CEO Charles Zhang in the "Good voice celebration will" said that the reason to buy a good voice is in line with the location of Sohu video, that is, Sohu video is not only video site, but also video media, have views, have expression, can create a lot of entertainment events

Sohu Video not only the exclusive network broadcast the second season of "China good voice", but also produced a "King of Kings" and a series of good sound derivative programs. Sohu said, the second quarter good sound project total playback volume of over 2 billion, revenue 200 million yuan.

However, the exclusive copyright still faces two challenges, one is piracy. In the "good voice of China" broadcast that night, pplive, fast seeding and a large number of sites can find the day's video, for this purpose Sohu also set up a "good voice rights of special group", but Zhang said that piracy is the biggest problem of video search.

In addition, exclusive copyright does not form the core competitiveness of the video site. "The user is running along with the content, the content producer is running with the money, the play goes, the user also goes, the most key support point in the content." "Gong said that the purchase content is necessary, but the homemade content is the core of competition."

Self-made content immature is not yet a task

Last March, Youku launched the talk show "Xiao", hosted by Gao, and received good feedback. This January, Youku revealed that Gao, the talk show "Xiao said," 42-period network total clicks have exceeded the 100 million mark. Gao and Youku after the second season, "Xiao said" is the reverse output to the Oriental TV, Zhejiang TV and other front-line television stations.

The reverse output TV station becomes the new profit point of the network video, and the Music Vision network also sees the value of this mode. Le video network COO Liu previously said to TechWeb, Taiwan's television station is in the music network to communicate want to buy homemade drama copyright. He also admits that in the film and television dramas, the domestic censorship system is stricter, the export of Chinese outside the mainland is currently a more feasible choice.

Although the value of homemade programs has been widely recognized, but the development is still in the initial stage, has not become the mainstream video site. Even with the power to make the n content of the music network, there are still 90% of the flow from the purchase of copyright content, video Network senior vice president Goofy said that 2014, the network will also increase self-control investment, is expected to be 20% next year's flow from self-control.

Self-made content for the content of two or three-line TV, the price is higher, but overall, the development is very immature. Tuo said that at present the policy is uncertain, the quality of homemade content is also very unstable, so still want to continue to buy copyright.

Zhang's statement seems to confirm this, he said, Sohu video will not produce large-scale comprehensive arts programs, film and television dramas, variety shows to buy the main copyright, supplemented by self-control. Although the cost of homemade content is relatively high, but the content of the professional production team more refined, copyright and homemade content is not contradictory. This strategy is called "Multiple Legged Walk" by Charles Zhang.

Even the video network did not disclose plans to increase the proportion of homemade content and gradually reduce the proportion of copyright purchases. "We're not talking about reducing the percentage of copyright purchases, but to reduce the cost of the TV series works, some bad play, it also aired on television, although the price is relatively low, but I would rather take this money to do homemade drama, bring the flow is it dozens of times times, on a hundredfold. Liu said to TechWeb.

"Good content is going to rob." Charles Zhang expressed his views on the content of copyright at a celebratory feast. In fact, the video site not only in the grab good content, but also in the looting of professional television talent: Archie Yi appointed former CCTV famous host Ma as Chief content officer, 酷6网 appointed former deputy director of Zhejiang TV Du Yu as CEO.

TV people to join the video site and television links more closely, "Taiwan network linkage" or become a video site self-made program to evade the risk of an effective way, more importantly, it can make the network to win the results.

Lose content advantage or will be out

The advent of mobile internet age and the application of large data, although the video site can make advertising more accurate, improve the price of advertising, but did not make it completely out of the embarrassing situation of loss. As a result, the user sees is, the title advertisement grows longer, in the video broadcast also will spot the advertisement.

"Video site content style began to differ, Rob is the segment audience market." But in addition to the video network distribution rights, the profit model is very similar. Tuo said that at present everyone is still in the fight upstream industrial chain, complete the industrial chain closed loop, this process is not completed, the profit is not reliable.

Video sites are also piling into internet TV: the self-proclaimed "subversive" music vision pioneered the ultra-low-priced super TV, being considered unhealthy by peers; Archie is relatively conservative, working with traditional hardware vendors to implant content, while Youku and Sohu videos are slow to be ridiculed as "the pursuit of a video site , will do hardware. ”

In fact, it's impossible for everyone to buy a TV or a box. So the hardware is only on the one hand, the real recognition or rely on content to increase user stickiness. Tuo that the domestic video site is too much, and the market does not need so much. "In the light of the development of the United States, theoretically 32 is enough." ”

This means that some video sites will be out of competition in the future, but the more they can rely on quality content to gain sustained brand recognition, the greater the hope of survival.