Video "Delicacy" large data: function or deified

"Big Data" is the hottest topic of the year. The American video web site Netflix's 100 million-dollar series, the card house, has also been rapidly gaining popularity in the concept, and its success has made http://www.aliyun.com/zixun/aggregation/1728.html "> Domestic video site also saw the "data" strength, began to test water, then, large data is really omnipotent? Will there be a successful case of network film and television works with large data in China?

Netflix "The Card house"

Netflix this is the first prominent success story in the video web site, and behind the show, "Big Data" almost runs through all the parts of the card house, including production, marketing and distribution.

In the making of the card house, it collects 3000多万个 behaviors that are generated daily on Netflix, including where the user pauses, replays, fast-forward, and comments and search requests. That is to say, if millions of of viewers do a fast forward or playback action at a certain node, this action has the meaning to analyze and then use the results to guide the production of the content.

In the first quarter of the show, Netflix's earnings showed 3 million new users, Netflix's share price soared 26%, and the market capitalisation quadrupled from last year's lowest, allowing the company to roll over at the bottom.

Domestic video site to follow the taste

"The card House" quickly leap Red, let big data in domestic also set off a gust of wind, film and television industry and video sites are starting to stir.

le-Vision film's "Small Time" will be released in the near future, Zhang, president of the music film, said Le Vision is using the "Big Data" to specify "a certain three-guide" strategy: "We are in the investment and distribution of data positioning, analysis of competitors to do the navigation, to the network to attract viewers into the cinema for diversion, as well as offline experience services to do shopping guide." ", for the" Small Time "box office, Zhang think almost can be predicted.

Archie Art is doing a similar thing, Archie CEO Gong to "People in the road" as an example, he said: "The film" People in the road in the hospital line performance although insipid, but the online broadcast volume even more than the "Aftershock earthquake." And a famous director shot a 30 minutes of micro-film, the number of play even more than the "people again embarrassed". "Based on this data, Gong revealed that Archie is preparing to take the film back into production as a" big movie ".

Big Data being deified?

But there is still a view that large data on the production of video site content is deified. Youku Potato President Koo bluntly, "the so-called large data analysis, is the later in order to promote the concept of packaging." , Koo that the success of the card house still depends on Sony's production skills, large data is useful, but can not be exaggerated. Sohu Video Coo Chun is worried about using data to guide the lack of original spirit of film and television dramas, creation will become "modular", the more the more the more the film, the audience, the higher the box office.

NetEase technology in the interview that many film and television production industry people to the so-called use large data to guide film and television creation is not very respected, in the domestic film and television production industry, the director, screenwriter, star lineup is still the most important factor to determine the ratings. Even the card house, which has a "big data" hat, its success seems smooth, but if you take this hat, the card house is not a failure, after all, it is a popular classic repertoire, starring Fincher, Spacey also has a huge number of fans.

Regardless of whether the big data plays a decisive role in the card house, the domestic film and television production market, full use of large data to determine content production is still immature.

On the one hand, the domestic video site users pay habits have not been formed, the main profit model is still advertising, which means that the user is very difficult to determine the film and television drama actor, director, script. On the other hand, the data of the carding and excavation, the technical threshold is still very high. Gong Frankly, every day in the Archie of the production of log file data volume, is the new video data more than 300 times a day, but the face of this huge number, due to it technology, digital model restrictions, Archie Art in fact, only a small part of the excavation. More difficult to change the reality is that the lack of mature domestic market transparency, video site traffic, hospital line box office data contains a lot of water, which makes the authenticity of data is difficult to ensure that data analysis and excavation is more difficult to talk about.

(Responsible editor: Lu Guang)