"Where's Papa?" "Big Data Wings"

Friends, whether with children or children, will not miss the weekly "where Daddy Goes" program. As the most popular variety show, all kinds of analysis and report are flying, but the large amount of data that can be cited is often limited to TV ratings and network playback, and this "outdated" large data does not bring much value to the producers and viewers of the program, apart from being able to show the basic popularity of the program.

With the wide application of large data in the field of online video, the content of video sites has now been "connected" to the wings of large data, like "Where is Daddy" such a hot show, through the data analysis of the netizen, can even get a user on each episode of each second content preferences, the power of large data in the online video field is gradually emerging.

Big data uncover "blind spots"

"Although the program is very hot, but as a producer, I really want to know the audience for each part of the content of the program feedback." But now the data can only look at the ratings and the number of playback, this is only a whole performance evaluation, on the program details of the existence of the ' blind spot ', the production side can not specifically understand. According to industry insiders, now in the field of film and television content production, how to better read the audience's preferences for content has become the industry's most urgent problem to be solved.

"Compared with the traditional channels of television transmission, online video content from grafting on the Internet channel, a lot of impossible to become possible." "Recently, careful netizens will find in the Archie art on the appearance of 30 minutes can be read a long 90 minutes of" where Dad Go "" Happy Camp "" Kangxi came "and other popular arts, and will not fall any highlights of the content. According to the introduction, and the previous video site using the editing of artificial clips, Archie Art This use of the magic "scissors hand" is large data.

According to Archie Art related responsible person introduction, this magical "scissors hand" is the Archie art launches "The Green Mirror" the video editing function. The function can be integrated analysis of the user's massive video viewing data, automatic judgment of user preferences, and the wonderful content out of the highest level of attention to produce the "essence" video, the user to enter the love of the art content play page can choose to watch the full video or green Mirror essence version content.

The power of the big data also made the popular "where Papa Goes" revealed the "blind spot" of the show. where "Daddy goes" Island article (Next), "Meng Eva really Words", "penalty shootout" and other video clips, become "where Dad" most popular content by netizens. When users watch these two videos, the resulting fast forward number is approaching 0, and nearly 40% users in the Archie art on the two video after the fast-rewind operation, repeatedly watched over two related content. In the analysis of large data, the quality of video content itself is exposed.

Online video into Big data "treasure House"

According to the data released last July by Iresearch, the online video user scale has surpassed the search service to become the first, after the long share of the largest network of internet services, online video has become the first big application. At the same time, in all network services, netizens used to watch video longer than other network services, to stabilize the first of all services, indicating that netizens are increasingly dependent on online video.

In addition, with the previous online video content focused on the film and television drama, now the major online video sites through the UGC (User sharing video) of the force, but also greatly enhance the richness of the content. Just carried out the brand to upgrade the location of PPS will be UGC content as one of the focus of exerting force, according to PPS Love Channel director Tao Jiahan introduced, pps current average daily upload video volume has exceeded 50,000, this level has begun to close to the UGC model started Tudou. In the 56 network, has also been the 2014 strategy focused on the "56 production", and by increasing the self-made investment, enrich the program type, to seize more screen to increase the "56 production" content output level to enrich the content. Online video content is increasingly rich also reflected in CCTV content also frequently with the online video site to cooperate, among them by Youku and CCTV "Oriental time and Space" to create the "net horizons • Shoot the guests" in Youku's total broadcast volume has more than 20 million, and recently even CCTV news broadcast part of the news content, Also directly selected the works of Youku.

"Compared with traditional internet services, online video is far ahead of both coverage and use, and as content continues to enrich, it can be said to have provided sufficient ' means of production ' for the use of online video content to extract large data." Yang Qun, a national policy analyst, said in an interview with the Nanfang Daily that compared with the traditional search and news content, online video content can reflect the user's more personal preferences, but also easy to get the user's behavior preferences. "In the past, users in the Internet to see news information, may only be one-sided browsing, the greatest degree of interaction is to leave messages and comments, but the data on the one hand comment is difficult to statistics, on the other hand, can not get the details of the content of news information evaluation. As for the search service, although the user's preference and demand can be obtained more accurately, the follow-up behavior of the users is lack of effective tracking, and the quality of the content cannot be evaluated. Yang Qun says the richness of online video content and user operability make it easier to collect users ' preferences. "What type of program users choose to watch is an important screening of preferences, in the process of watching the video, the user can choose a paragraph of content preferences for the fast forward and backward, full play or even share, the content of the ' choice ' to a large extent can objectively reflect the content of the audience in the popularity. ”

Large data brings greater business value

If a similar Archie green mirror function to the user to bring enough convenience, for film and television production organizations, such data analysis function will undoubtedly bring greater commercial value. Large data analysis can systematically show the popularity of video programs among users, as well as each program, the most favorite clips of each video and the user's least favorite part, so film producers can observe the different responses of users to each content fragment through large data, The realization of the program link and TV drama plot set optimization adjustment.

"56 Network will continue to explore the brand content marketing model through user research and large data analysis." "56 Network marketing vice President Li that big data not only for users and content producers to bring value, while allowing online video sites to benefit from the marketing level." According to the introduction, 56 network using large data analysis, make the quality of homemade programs and micro-movies more easily tailored for advertisers, so that advertisers more accurate brand marketing, at the same time to television, IPTV, aviation, mass transit media, such as the total output of 56 production of homemade content, to achieve maximum coverage of the entire media, Get more large data samples for the platform.

Large data for the platform to provide external marketing advantages, the development of their own adjustment also played an important guiding role. Thunder see recently on the basis of large data mining and released the Thunder to see the Film Institute (pay channel) User portrait Data report, the data shows that more than 90% of the film VIP users (paid member users) for men, for the Thunder to see, from the large data analysis can be learned that as long as the male users caught, and grabbed the " Network box office. In addition, the data also shows that the main demand for video VIP users is HD (HD/Genuine), accounting for a maximum of more than 80%. Visible, high-definition quality has become a thunderbolt to look at high-end video users a major focus on demand.

"Large data can not only make advertisers more accurate delivery, for online video sites to bring more revenue, even the vast number of original authors, but also the use of large data to obtain benefits." Yang Qun For example, through the analysis of user data, the original author can learn what kind of content to make it easier to get the user's favor, get a higher click rate. "More clicks, the original creator can get more ads, and online video sites can assume the role of the platform." According to the introduction, Youku launched a grand "drying music" sharing activities, through the Youku sharing program and a series of concerts and competitions, to help the music authors strengthen their own brand to increase the number of fans at the same time to obtain a huge share of the proceeds of advertising, so that the passion of the music of the cattle in the original road to get rid of the bitter force, get better development. （