Two major battles in the video industry

December 11 News that the next two years, the preemption of mobile end user coverage and social networking site access will become the video industry two of the most critical battles. No matter which video site, as long as in these two battles to win, there will be a chance to the industry's pattern of a new frame.

Video sites grab mobile video market

　　days ago, Youku Potato Group Chairman and CEO Koo (Weibo) said "with the triple-net, multiple-screen linkage of the trend is more and more obvious, 2013 video industry will usher in the commercialization of mobile video. "Today, many people use mobile terminals like smartphones to shoot, watch, share videos and share videos directly with social networking sites." China currently has 167 million active iOS and Android devices, according to data from Flurry, a mobile analytics firm. Flurry predicts that China will overtake the US in 2013 to become the largest number of users of iOS and Android. The data from TNS show that 38% of mobile media users like to upload video to social media via mobile phones.

Looking at the domestic video industry, almost all the video sites are proactive, the development of mobile end applications as a strategic focus for nearly two years, and in the mobile end of the PC end of the content features. Youku, 56 network launched mobile terminal applications, in addition to television dramas and variety shows, but also integrated specifically for the shooting guests to provide the function, echoing the two video sites on the PC side has been providing users upload the original strategy; by contrast, Archie, Sohu Video, Tencent video, PPLive, Video sites such as the introduction of the mobile end of the application of the lack of differentiation, the provision of video and TV dramas and other long videos for users in the home environment using Wi-Fi viewing.

The arrival of mobile internet era is not only the continuous growth of intelligent mobile terminal shipments, but also the change of user's habit and the application demand. Including network video, the vast majority of information dissemination forms in the mobile Internet era are more prone to fragmentation, entertainment, a MV or micro-movies and more than dozens of episodes of film and television drama, more in line with the user to use mobile terminal viewing habits. This also means that the video industry on the PC side seems to have formed a stable pattern can not continue to the mobile Internet, video sites in the mobile Internet era to stand on the same starting line. When the video site in the mobile internet campaign to fall, the video industry will truly usher in the era of winner-take-all.

Video socialization: Few people qualify for war

While seizing the mobile terminal market, the combination of video sites and social networking sites is expected to have an important impact on the video industry pattern.

For some time, Facebook has been thinking about how to use video to keep users on their websites for a long time, thereby boosting the growth of their advertising business. Now Facebook's video content is more and more, the community of its own user stickiness can promote the creation and sharing of video. Facebook is already the third-largest video site in the United States after YouTube and Vevo, according to a number of months of data from ComScore since 2012, and the pattern of social video sharing and experience has matured. At the same time, YouTube is also intensifying its integration with google++, trying to bind video and social services closer together.

This is not only because social networking sites can bring more users to video sites, but more importantly, as users spend more and more of their time on the Internet, video marketing will need to find a breakthrough through social networking sites and use social networking sites to achieve maximum user coverage. From the aspect of video marketing, the significance of video socialization is to realize integrated marketing.

At present, the domestic video industry to promote video and social integration to the strategic height is not the market share of the leading Youku potatoes, not with QQ and micro-letter Tencent video, not with the love of Baidu support, but wholeheartedly into the video social network of 56. Since 2011, 56 nets and Renren, Sina Weibo, West Shrine Hutong, Kaidi community and other mainstream social networking sites to achieve integration, through the video upload channel, initially laid a video social leader status. The reason for this situation is undoubtedly the trade-off between the pros and cons of the various internet companies. Youku in the full development of independent search platform, "Search the Library", the original intention is to get rid of Baidu's access to video users of the containment, although the social networking site broadcast about 1/3 of cool outbound traffic, but Youku is hard to focus on this; Archie and Tencent video face the same problem-few users are accustomed to watching TV dramas on social networking sites, These long videos are hard to form a word-of-mouth effect on social platforms. Especially for Archie Arts, Sina Weibo, Tencent Weibo and renren any social networking site will be concerned with its substantive cooperation.