Short video into the golden period 酷6网 into UGC video site leader

With the rapid development of mobile Internet, as well as the popularization of mobile intelligent terminal equipment, users ' demand for mobile video is getting more and more, short video is entering gold development period. Market Research Institute CSG recently released the "Short Video user Research report" shows that the proportion of netizens using network video has reached 82%, become second only to search engines, e-mail and online shopping important network applications, including the network long video use ratio of 76.9%; network short video usage ratio reached 62.2 %。 Video users in China watch video sites with more than a day of television, advertising influence is close to the TV, while using mobile phone to watch video users have broken billion. In the face of the age of fragmentation, short video not only by virtue of rich content and many other characteristics to meet the needs of people for the fragmentation of entertainment, but also to the very high cost of advertising to meet the taste of advertisers, by virtue of a great user base and profit space, short video burst out exuberant vitality. The popularity of intelligent terminals to promote a short video outbreak of the internet era, with smartphones, tablets, notebooks in the continuous upgrading of hardware, "anywhere online" has long been achieved. In many network applications, the share of video applications is also expanding. According to the short video user research report, the proportion of Internet video used by netizens has reached 82%, among which the proportion of network short video has reached 62.2%. The daily average of the video web site was 1.8 hours, over 1.68 hours longer than that of the TV, and the video site averaged 5.53 times a week, exceeding the average weekly frequency of the TV for 5.4 hours. The weekly traffic of short video is reached 9.6 times, far more than other video forms. Long video has always occupied the Internet video "Big Brother" status, but now is the short video to catch up with the good times. Although long video accounts for a long share of up to 78.9%, user viscosity is high, but short video playback length, and because of its numerous, rich content, can produce a high number of browsing pages, the number of pages share also more than 50%. Viewed from view, the short video has exceeded the long video, occupying more than half of the share. It can be seen that the short video in the development of the network has made a certain degree of progress in the mobile end is a broad. The development of mobile internet will also bring short video into gold development period. Currently, most video sites are in a loss situation, the reason, the long video is mainly a popular film and television drama, the advantage is that the user is chasing, the disadvantage is the high cost of copyright, high bandwidth consumption, advertising high cost, if not strong financial strength and lasting operational capacity, video site is easy to be worn down. Anti-view short video, due to the threshold and production costs "double Low", short video in terms of content than long video is undoubtedly richer, covering micro-movies, spoof dramas, Variety shows, news and other types of timeliness, entertainment super, even if the quality varies, but in the long tail effect, short video will undoubtedly meet the needs of more users and short video playback forms are more flexible inAdvertising is also the form of a wide range of advertisers in terms of cost-effective. At the same time the short video cost is low, the profit space is big, more and more video website starts to look to the short video this piece market. In addition, mobile video is becoming an important growth point of short video. China's smartphone users are growing, according to the data, the 30th China Internet Development Statistics report shows that as of the end of June this year, the number of Chinese Internet users reached 538 million, mobile internet users reached 388 million, the first mobile phone to surpass desktop computer became the first big Internet terminal. In the first half of 2012, the number of users who watched video over the internet increased by about 25 million. Mobile-Phone video users are growing more powerful, with more than 100 million users using their mobile phones to watch video. From the user habits, the use of mobile terminals on the Internet is the choice of fragmentation time, so in the video selection, by the media and the impact of time, users are more inclined to watch the short video. Mobile ERA UGC short video hot hold survey shows that the short video site on the impact of the user's choice of brand behavior is more obvious, 79% of short video users said the ads will affect their shopping choices, 74% think that advertising will stimulate their desire to buy, 69% will increase their trust in the product or brand. The face of the mobile video market This big cake, the major brands are also involved: according to the report, Youku, potatoes, cool 6, thunder, etc. in the short video field brand influence is high, users upload and watch the short video ratio in the forefront. One of the cool 6 brand awareness of 85%, the past 3 months of its user production and upload short video Mabhida the highest, up to 28%. From the data, cool 6 has become the leader of the UGC video site. In fact, Cool 6 has been focused on UGC and short video for the development strategy, cool 6 has long been the purchase of copyright to introduce long-term video content of the phenomenon has been considered, think UGC and short video is the content of the difference between the competition of the weapon. And the advent of the mobile internet era, so that short video into the rapid development period, but also for the cool 6 brought opportunities. Cool 6 original video and homemade drama developed on the accumulated experience and relatively mature operating system. will enable it to maintain the leading edge in the domestic UGC field for a long time. UGC Mode Fusion Social new trend as the video site continues to grow, the content of its video is constantly changing, some UGC model of excellent short video has been the audience's universal attention and recognition. Content for the king has always been the law of the video industry, the development of mobile Internet led to a short video content of the outbreak, but also become the UGC mode of video site quality content of the foundation, while the user's high level of concern and content of the diversification of the UGC model video site has become a key chip. At the same time, with the advent of social networking, UGC video sites are increasingly being combined with social media, and the "short video + social" model also bursts into huge market potential. According to a survey published by McKinsey, a world-renowned management consultancy, the number of Chinese social media users has reached 300 million by the end of 2011, and they spend on average dailyThe time on the site is 46 minutes, while the U.S. and Japanese users are only 37 minutes and 7 minutes respectively. And when video sites are combined with social media, video sites also get a free and highly efficient channel of communication. To this end, other domestic video sites have seen video + social prospects, to build their own social products. This May 酷6网 released its brand new social video product, cool six, which provides accurate personalized content in a vast information age based on user needs. Tencent video through its QQ and Tencent Weibo platform to achieve video + social characteristics; Tudou also chose to work with Sina Weibo to seek ways to develop healthily. In the common development of a variety of patterns should also be the user's experience to make feedback, and timely video content adjustment. At the same time, the major video sites have launched a different incentive strategies to attract more original authors to upload video footage for themselves, this is the UGC mode of video site development and survival of the long-term strategy.