Video sites are going to slow down copyright buying behavior or even freeze

Abstract: Last year, a single set of copyright seven hundred thousand or eight hundred thousand of the TV series, now has dropped to three hundred thousand or four hundred thousand, the price almost halved, even the industry said, video site will slow down the copyright purchase behavior or even frozen, a year ago also unusually hot market, why fast cooling

Last year, a single set of copyright seven hundred thousand or eight hundred thousand of the TV series, has now dropped to three hundred thousand or four hundred thousand, the price is almost halved, even the industry said that the video site will slow down the copyright purchase or even frozen, a year ago also unusually hot market, why fast cooling?

Fast Cooling

"Turned upside down and generous, changed the world." "This is Sohu Vice President, Sohu Video COO Chun on Weibo on some emotion."

8 months ago, he also complained on Weibo: "The recent participation in the play, the feeling of network video full Jiyan, more than 1 million a set to break the head to fight, it is crazy ah, so that sooner or later everyone will be finished." ”

However, this week, he said on Weibo, one of his friends has played the plot, the cast is a good play, TV broadcast platform is also good, network copyright sale is cold, 2,300,001 episodes are difficult.

Archie, CEO of Gong (Weibo) also said that TV network copyright this year must drop. He said that if only in the three or four TV series of the decline in royalties may only be said not to rise, now affirmed the trend of price reduction.

Chun concludes that the irrational frenzy of online video-buying plays has completely passed.

Over the past two years, copyright price inflation has been the industry's topic, and last year peaked. The most astonishing stage of the jump began last June, when the Shanghai Television Festival lasted until August, when the Beijing Television Festival reached its peak.

First half of last year, a series of network copyright is still in the 300,000 ~40 million/set, and in the second half of the uniform jumped 800,000 ~100 million, "Palace 2" and other price is almost 2 million yuan/set.

However, after the peak of the boom is the rapid cooling. Recently, the capital television program production Industry Association president Yu Xiaogang openly said that this year's television drama network copyright prices have shown a rapid decline in the trend.

The industry has different arguments for the downward adjustment. PPS Vice President Bai Bing said that the industry is now the purchase price of copyright has been cut 30%~40%, even hit the price of the play has dropped 15%~20%. The more radical argument is that most episodes are less than 20% of last year's mania.

The price of some episodes has shrunk dramatically over the years. Industry insiders told the first financial daily, some episodes last year copyright is a single set of 700,000 ~80 million, now has dropped to 300,000 ~40 million.

And even if the price, the purchase behavior is sparse. Bai Bing said that the trend in the third quarter of last year, Beijing TV after the beginning of the early signs, to the end of the industry's copyright purchase behavior has been fully slowed down, there is a "price no city" phenomenon.

Sohu Video content operations director Shawna said to this newspaper, since the end of last year, the entire industry has entered the copyright trading freeze period. In the interview, a number of video site related to the owner of this view expressed approval.

However, the evolution of the price downward trend judgment remains controversial. Archie in charge of the media said that the current single collection of 700,000 ~80 million of the play, they have been largely not considered. And Shawna said that the price reduction is to remove some false, some very general play before the trend to raise prices, but now only to restore its value, really good works prices did not fall.

"This is like real estate, the housing prices in the suburbs are falling, but the price of prime lots remains firm." Shawna said, good play is still worth buying, the industry calm down after all have psychological price judgment.

New ecological

Copyright Price false Retreat behind, is the video website industry Ecological Evolution and form a new form of the process.

Shawna said that the freezing period came at the end of last year, we almost at the same time realize that the industry environment has been changing, the collective seems to have a tacit understanding to calm down.

"The price of copyright is determined by the market." She said that last year Sohu video a lot of burning money, such as 30 million won the "New Pearl" is also to strengthen its competitiveness of reasonable measures, "there is no one who pulled up the industry price of such phenomena, Sohu rich, have the will of course can spend." ”

It is the fierce competition in the field of video website in China that promotes the promotion of copyright price in the industry. In the early stage of the germination of the trade, the copyright value is difficult to embody and the price is naturally low. And as the industry gradually towards the capital market, the industry competition is increasingly white-hot, which led to price soar.

High prices weigh on businesses, making their money hungry and thirsty, and falling into constant losses. Tudou's four-quarter earnings last year showed that the cost of potatoes amounted to 66.5 million yuan in the quarter, up from 22.7 million yuan a year earlier. The results also said the surge in costs was mainly due to an increase in the amount of authorized content purchases.

Bai Bing believes that video prices have turned lower, one of the biggest driving force is from the changes in the capital environment, after desperately burning money has been proved to be abnormal situation, in this context, companies will consider their cash use plan. Today's industry competition has eliminated many competitors, the remainder have enough volume, and industry resources control capacity has been significantly improved, obviously there is no reason to be the irrational copyright prices kidnapped.

Last month, the top two in the industry were combined with youku and potatoes. Although the details of the integration of the two sides have not yet been disclosed, the first day of the merger was clear and the copyright sharing was initiated. The industry agreed that they would use their combined size advantage to buy at a joint bargain.

Bai Bing and other industry executives in this interview said that the merger only one months, Youku potato integration effect and bring the specific impact is not clear, but still affect the industry mentality.

Sharing media CEO Jiang that in the past few years, the purchase of copyright is a video site to attract users, the most convenient way to pull up the value, but indulge in this led to the network video industry into a "pipeline" role, that is, only to buy the content of high prices and then at a loss to the audience, because of the extremely low So that its advertising revenue means is also a single, difficult to achieve value-added effect.

At the same time, the simple "pipeline" role also makes the video site branding construction to promote a limited, homogeneous degree of serious, do not get enough user stickiness, more difficult in the social era to build their own platform.

However, some video sites that remain competitive so far have been aware of this in recent years and are committed to infiltrating more of the industrial chain to make their roles more complex.

Bai Bing said, now video sites are more and more over the copyright intermediary companies, such as PPS and TVB's exclusive cooperation, that is, directly with TVB to negotiate.

More importantly, companies in the industry have been promoting film and television, variety show content investment and self-control affairs, and get no small results. The recent potato "Love ah ah, I would like to", Sohu, "Secret Angel" and so on, respectively, the production of Taiwan and Korea, and the operation of traditional television stations and cooperation.

An industry personage said, the big production homemade drama's investment, the production level already is inferior to the domestic ordinary TV series, but the cost still has the superiority, moreover can embody the exclusive value, this also is the force domestic copyright price downward the important reason.

PPLive CEO Tao (micro-blog) before the interview stressed that the future of video playback services will be the standard function of the Internet platform, the concept of simple video site will be extinct, and the aggregation of high-quality investment, production, channel Resources, "network television" is a reasonable way out.

Video Copyright Price Trend

Period film list set price lump sum

2006 "Wulin" 1250 yuan/set 100,000 yuan

2008 "Latent" 10,000 yuan/Set

2009 "The Great Qin Empire" 25,000 yuan/Set

2010 new "The Novel of the Kingdoms" 150,000 yuan/set 14.25 million yuan

2011 "Palace 2" 1.85 million yuan/set of 64.85 million yuan

2011 "The Secret History of Taiping Princess" 2 million yuan/set 50 million yuan

2012 "My Amnesia Girlfriend" 600,000 ~70 million/set 21 million ~2450 million (in contact)