The checking of the profit model of the play-screen boiling

"Ask your daughter what young people like now?" She said that you go to the Bilibili to stroll around, three views will be refreshed. "This is a microblog that Cui previously sent. Want to know about the house culture and "two Yuan" world, to Bilibili as the representative of the video site may be a good choice.

But the barrage is also going out of the two-dimensional world, absorbed by the mass market. including potatoes, Archie art and other traditional video sites have increased the barrage plate, and a few days ago Hunan Taiwan live Evening also opened the play screen function. South all reporters learned that the current barrage site's profit model is mainly advertising mode, game pool and the surrounding market, such as "users to become present." However, Li Mingjie, senior director of potato products, said that by playing the screen to meet the needs of users at any time and anywhere is not limited to screens, the scene more diversity or more opportunities.

Suction Users: By cultural identity

First imagine a scenario:

A junior high school students hide in a daze in the room, when a cartoon attraction, heart not by a hero exclamation "really handsome", the screen suddenly floated across a line of words--"This male pig head (note: protagonist) good handsome". This sense of extreme identity, will stimulate the junior high school students to communicate with the clockwork.

Potato Anime Center Director Gelling often used such scenes to talk to them about cooperation with people explaining the barrage. He found that in the last six months the mass market began to be interested in the format of the barrage, as well as films or theatrical directors, and even brands that did not seem to be on the edge of the sea fishing for cooperation.

Why are more and more people watching the barrage?

Gelling said: "Plainly, in addition to marketing, they are looking at the bomb screen behind the users." The reason users play the screen is simple: social. He further analyzed to reporters in the south: "The bomb screen is now the most suitable form of social demand for video users in this era." In the past in the technology and market immature circumstances, may be more through the magazine to do anime fans of the social platform, and now the playing screen can fully meet the needs of users. ”

Well, let's dissect the screen together. What's the difference between a user and a regular video user?

The domestic representative Bomb screen website is a cfun (a station) and B Ilibili (b station). The founder of a station said in a media interview: "A Cfun's users are mainly students and young people who are just working." ”

Gelling is the founder of the first batch of anime magazines, which the industry calls "3000" and is also a veteran user of these sites. He told reporters: "In fact, their user volume relative to the mass video site, the user is not much." But after a period of screening, the rest is fully identified with the form of a loyal fan, so that they can gather some popularity. At the same time, because the content is more vertical in the animation field, so attracted a lot of anime fans, so more like a cartoon fans of social networking sites, rather than video sites. ”

Extreme focus on the animation and other subdivision areas, in this regard, Gelling that: "The curtain this form of strengthening the various segments of the more vertical language and cultural identity." In my opinion, the language environment is the core content of the play screen. The same content may be a huge difference in user volume, so for the barrage site, the social atmosphere is more critical, and this depends on the user. For example, potatoes may be younger users, so we naturally have a relationship with the play screen. ”

In addition to anime circle, there is no other conceivable areas?

Miomio the head of the screen Mio told the South are reporters: "Different from other sites of the column, we began teaching, military, pets, music, news section." In fact, the purpose is very simple, is to let the fun of the barrage expansion, breakthrough is only the animation circle of users, can enjoy the entertainment, so that other people who have not touched the screen, have the opportunity to contact and accept. ”

Also want to bring the barrage to the mass market and potatoes. Li Mingjie reporters said: "From the product point of view, including the theme, the topic and controversy of the film, drama play the effect of playing screen is not bad." ”

Make Quick money: alliance with the game

Although the curtain itself can not directly bring benefits, but also some people in the industry to the South reporters said: "The curtain itself is potentially very strong liquidity and commercial value, and the game is the most direct way of profit." "In fact, this is one of the main ways to get users to be present in some extreme subdivision area."

For example, the two-dimensional game "collapse of the school" through the Barrage website B station to promote the user's mantle. Cai Haoyu, founder of the game, said publicly: "B station is actually like our sunshine, there is no B station without our game." He introduced: "B station accounted for more than 50% of our Android income, B station's core users can almost vinyl to Android core users of 60%-70%." ”

For this pattern, Big Mio thinks: "This kind of pattern actually with the bomb screen itself relations is not very big, any website has the ability to do such cooperation." "From the play screen and anime enthusiasts, he said to the South reporters:" For the Web site, the game is not really a good way to transport. Game transport is a very commercial mode of operation, for just the rise of the development of the curtain culture has not played a positive role, more or less will affect the development of the basis of the play screen culture. "In his view, we should focus more on how to improve the viewing of video and entertainment, and avoid putting the cart before the horse."

In fact, there is also a problem of growth bottlenecks through combined games.

For the game pool, Li Mingjie to the south of the reporter analysis: "As long as there are users, combined with the game will bring a modest income, not a unique web site, but an industry standard profit model." The characteristics of the cohesive user of the platform determines the type of game to be combined. Two-dimensional barrage site can only be imported into the two-time game. ”

Learning Japan: Paying hard to land

In fact, according to many of the barrage site's feedback to reporters in the south, most sites do not actually consider the issue of profitability. But as a very grown-up form of video society, the idea behind it is not just the gaming pool.

Let's take a look at the origin of the bomb scene in Japan.

Japanese video site Nico Nico video A few years ago announced as the first profitable videos. South reporters noted that the site's biggest feature is the use of the bomb screen. It allows users to comment on the video and attaches the comment as a subtitle to the video.

Xano, Dwango director of its operations, said in a media interview that "any enterprise can add subtitles, but our technology is difficult to replicate, such as how to filter the inappropriate text in each video." Nicovideo is not just a video-sharing service, it's a place for users to party. ”

It is understood that domestic potatoes and nicon ico cooperation in recent years more. Gelling to the South reporters: income is mainly divided into three parts: paid membership, advertising and N ICON ico market.

See Paid members first. NicoNico animation to watch video and upload video are required to register, which is divided into free members and paid members. Paid members have a monthly fee of 525 yen (about 31.6 RMB), and paid subscribers will have faster connection speeds and additional features.

According to the Wanguo published in-depth report "From Non-mainstream to a B station" shows that as of March 31, 2014, n ICON ICO Total paid membership of about 2.23 million, that is, only consider membership fee income, n ico N ico in 2014 annual income will reach at least 1.17 billion yen (about 70 million RMB )。

Is this model replicable?

Gelling reporters to the south, said: "Bomb screen charges, we are not the price of the barrage to affect the user's level." has not yet developed to such a degree. Domestic pay habits have not developed. "Indeed, this model can be inkling in other industries, such as journalism," he said.

Pay for the temporary, peripheral market or worth learning.

South reporters learned that the N ico N ico market is a unique advertising system, below each video page has an advertisement area, will have the animation related product icon, including the CD, D V D, the book, The Doll and so on, the user may browse these goods, but also may freely edit these goods, may also purchase the related item, Users can also see the number of clicks and purchases of goods, ranked by n IC o n ic o market, merchandise by Amazon, Yahoo shopping and D Wango Mobile Information area. In fact, the surrounding products are also considered by the industry as a way to be commended.

M io m IO station also has some paid goods. But Big M Io told South all reporters: "At present our peripheral products are mainly used as prizes, gifts and souvenirs, collectibles, not in the traditional sense of commercial display area." I think there is no big difference between the traditional form of internet advertising and the advertising of the screen. ”

Li Mingjie that the offline or peripheral market can imagine a larger space. He to the South All reporter analysis: "including anime doll toys, sound excellent interview, etc., offline industry itself is a concept of e-commerce, so it is easy to open the sales channels of goods, which is a considerable amount of income." In addition, offline activities. For example, animation group stickiness is relatively high, through the sponsors, investors to do some profit. ”

Extension scene: Profit virgin land?

Overall on the profit model, in Gelling view: "Pay membership system, the sale of peripheral products, online live charges, but these are making money, in fact, more advertising or media cooperation to make money." "One of the ads refers to the traditional form of internet advertising.

Li Mingjie said: "Whether it is a, b or potato barrage, can be said to be a high profit-oriented companies." More is through the media and community cohesion to create a service system, and then can build the entire ecosystem better. "He describes n IC o n ic o as an example:" In essence, labeled oneself is a bomb screen site, in fact, has a bomb screen embodies the community culture of a media distribution platform, he this platform has a lot of their own diversification of some of the profit way, can have a group of very concentrated fans to support his site, Through this group of fans and the influence of the site to lay a way to diversify profitability. ”

But let Gelling more happy is, the curtain this form nearly six months to attract more and more merchants. As you try this new scenario, more people are experimenting with cross-industry or O 2O to collaborate with the technology provider. Including the previous "Qin Moon" and "Small Time" and other films of the playing field, even including the seabed fishing such businesses. What new mode of cooperation does this bring?

"We provide a barrage service that can help businesses retain users and offer more choices," he said, citing reporters from the south. For users, in the queue waiting for the time, if you can send a few rounds of the screen spit, it is better than eating melon seeds to be interesting. "This kind of application, he bluntly still in the test water, but in his view, this demand and market is not developed state."

[Know more D]

(Friendship Reminder: If you know the culture of playing screen, please skip this paragraph automatically.) If you don't understand, let's have a little brain tonic.

Dàn: The first appearance in the military field, refers to an area of intensive fire attacks. It was later applied to the video, which means that the user comments are displayed in real time on the video screen, and the effect of this comment is called the "bomb screen" because the commentary is flying like a bullet in the form of a fly.

Two yuan: A word originated in Japanese, the original meaning is two-dimensional plane space, now often used in animation, comics, game field of the plane world. And the three-dimensional represented by the non-a C G, non-anime in the real world relative.

Layout linkage: C 9-10