Chinanews.com, Beijing, April 6 (Reporter Gao Kai) Recently, Tencent Video officially announced a slight increase in member prices. Prior to this, iQiyi had raised member prices in November last year, and Disney+, a streaming media platform under Disney, also In March of this year, it officially increased its membership subscription price.
In an environment where global prices are rising and domestic video sites are losing money all the year round, adjusting member prices that have not changed for many years may have become an inevitable choice for video sites.
It seems that the rate of member price increase is not large.
So, is the video platform worthy of higher membership income?
Will the video membership after the price increase still have a cost-effective advantage?
In recent years, while continuing to cover high-quality copyrighted content, video platforms have focused their efforts on self-made content to meet the growing entertainment needs of users.
The horizontal expansion and vertical deepening of the content field by the platform side has resulted in the emergence of a number of diversified high-quality content. The number of high-reputation content has shown a rapid growth, and the trend of high-quality video content market has become more and more significant.
The "Ghost Blowing Lantern" series, "The Hidden Corner" and other popular drama series, "Creation Camp" and "Wonderful Flowers" and other series of variety shows, "Douluo Dalu" and "The Master of the Demon Dao" and other fine national comics have received high attention and high popularity.
With more and more popular online products, the quality of content continues to rise, and the continuous investment of video websites in content has made the supply of quality content more and more secure.
Take Tencent Video as an example. In 2021, Tencent Video will continue to expand the content of all categories such as dramas, variety shows, documentaries, animation, movies, and children. Contents such as "Creation Camp 2021" and "Tucao Conference 5" sparked an upsurge of chasing dramas and met the video content consumption needs of audiences of different ages.
At the same time, iQiyi also aroused extensive discussion in the beginning of the new year with "Youth with You 3" and "My Son-in-law".
In addition to the broadcast content, the video platform reserves are also very rich.
Tencent Video alone has a number of dramas ready to go, such as the ancient costume dramas "Fighting the Knife in the Snow", "Green Hairpin", "Eternal Jue Dust", modern dramas "Glory of Special Warfare" and "You Are My Glory".
In the variety section, new and old IPs such as "The Children of Tomorrow's Folk Song Season", "De Yun Dou Laughter Club 2", and "Inspiring Offer 3" will be launched one by one.
In addition, movies such as "Guardian of Touching Jinjue" and "Broken Gold", animations such as "Perfect World" and "Music Reader", and documentaries such as Season 3 of "Flavour World" and "Journey of the Brave" will be launched in 2021. online.
For iQiyi, "Mist Theater", "Who's the Murderer", and "Fatal Wishes" are being produced. The adaptation of Ma Boyong's novel of the same name "Wind up Luoyang" and the urban idol drama "Dear Military Uniform" are all highly anticipated.
On top of the content reserves covering multiple categories and types, the quality of video content has increasingly highlighted the trend of high-quality products, which fully guarantees the user's video content consumption experience from quantity to quality.
It is understood that in addition to continuously improving content quality and content richness, video websites are also supporting the optimization of the rights and interests of member users, and strive to improve the VIP cost-effectiveness.
Skip ads, watch first, and enjoy more advanced audiovisual effects have become basic services for members.
For example, Tencent Video's audio-visual function, which not only supports HDR technology, high resolution, and high frame rate, but also provides stereo surround sound effects. It creates a clearer, smoother, and real audio-visual feast that also triggers users’ “tap-water” experience. Amway.
In addition, the video website also provides member products with different characteristics.
For example, Tencent Video has successively opened joint members with QQ Music, Kugou Music, Meituan Waimai, Vipshop, Amazon, Himalaya and other leading platforms in various fields. Such joint members have a more favorable price compared to purchasing members separately, achieving "1+ 1>2" value upgrade.
IQiyi also launched joint memberships with JD.com, and launched Star Diamond VIP last year. High-level member users can choose to purchase and enjoy advanced on-demand services without additional fees.
More than that, video sites will also conduct affiliate marketing activities.
Tencent Video had previously opened VIPs, giving away KFC Home God Cards, free one-year Himalayan membership and other activities, giving users more discounts.
It is understood that this time the price increase, Tencent Video will also provide insured services for users who have signed up for automatic renewal before the official price increase. Users who maintain the automatic renewal status will enjoy the pre-price renewal discount for more than one year.
In addition, video sites will also launch various discounts from time to time during holidays, virtually reducing user costs.
It can be seen that the membership price adjustment of the head video website is based on more and more abundant content and high-quality services, and as more content pays back to upstream content producers and platforms, video content services The depth and breadth of the game will also be further improved, and member users will also have more diversified and more cost-effective entertainment consumption experiences.
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