Chinanews Client Beijing, April 8th (Reporter Wu Tao) Tencent Video finally couldn't hold back, and announced that VIP members will increase prices on April 10.

According to calculations, the iOS end rose by as much as 20%, and the Android end rose by 33.3%.

Not long ago, iQiyi also raised the price of VIP members, which does not rule out that other online video platforms will follow up with price increases.

Is the era of low prices for VIP members really coming to an end?

Many online video platform VIP members increase prices

　　Tencent Video’s VIP member price adjustment announcement shows that, taking the Apple terminal as an example, the monthly monthly subscription has risen from 19 yuan to 20 yuan; the continuous seasonal package has risen from 53 yuan to 58 yuan; the continuous package year has risen from 208 to 218 yuan.

The price of Tencent Video VIP members after the price increase.

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　　Member non-continuous packages are 30 yuan, 68 yuan, and 253 yuan for monthly, seasonal, and yearly packages, compared with 25 yuan, 68 yuan, and 233 yuan respectively.

The highest increase reached 20%.

　　In addition, this time Tencent Video VIP members adjusted to multi-end unified pricing.

Because the price of the Android terminal was low before, the increase was obvious. For example, the monthly monthly subscription increased from 15 yuan to 20 yuan, an increase of 33.3%.

　　But in fact, online video platforms often do marketing promotions.

For example, the Tencent Video page shows that the first year of consecutive packages can be won at 158 ​​yuan, and then 208 yuan is renewed every year.

If the price rises from 158 yuan to 218 yuan at once, if you calculate it like this, it will increase by 60 yuan, an increase of 37%.

Before the price increase, Tencent Video VIP members can even get it for the first year at a price of 158 yuan.

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　　Tencent Video also stated that all users who were already Tencent Video’s VIP automatic renewal status before midnight on April 10, 2021, if they do not change the current automatic renewal status, they will enjoy the pre-adjusted price before midnight on April 17, 2022. Renewal discount.

　　Before Tencent Video’s VIP member price increase, iQiyi has tested the waters and will be the first to increase the price of VIP members in the fourth quarter of 2020.

The highest increase is about 30%.

After the price increase, the monthly package is 25 yuan, and the annual package is 248 yuan.

The monthly subscription is 19 yuan, and the annual subscription is 218 yuan.

　　Platforms such as Youku and Sohu Video told Chinanews.com reporters that there is no VIP member price increase plan for the time being.

Netizens: I'm afraid of triggering price hikes

　　Many netizens were dissatisfied with the price increase of VIP members of iQiyi.

After this wave of price increases, Tencent's VIP membership has the same annual subscription fee as iQiyi, both at 218 yuan.

Many netizens said, "No more renewals."

Tencent Video’s Android price before the VIP member price increase.

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　　There are also netizens who think, "Isn't it just the money for a cup of milk tea?" "It's not distressing to run away with a fitness card of several thousand yuan. VIP members with tens of yuan have to borrow it?"

Views of some netizens.

Screenshot of social platform

　　There are also netizens who worry that once the curtain of price increases for VIP members of the video opens, the entire industry will fall into a wave of price increases, and prices will increase endlessly.

　　Public information shows that foreign members have subscribed to the streaming media platform Netflix. After the first price increase, the price has increased six times in succession.

Why does the online video VIP member increase the price?

　　In fact, Tencent Video’s VIP members have “planned for a long time” to increase prices.

After the price increase of iQiyi VIP members in 2020, some Tencent executives said that the current price of Tencent Video membership subscription service is low and will be adjusted if there is a chance in the future.

　　Before the VIP member price increase, iQiyi executives once "complained" that the VIP member price was low, "the price is too low now", "the price has not increased in 9 years", and "the same type of foreign service providers are all increasing prices."

　　If it is said that iQiyi has made a foreshadowing, it will give various reasons for the price increase.

Then Tencent Video is a "buy, not buy" type of price increase. As for the reason for the price increase, the reporter contacted Tencent Video, but the other party did not give an explanation.

　　The general analysis believes that online video is under profit pressure, which may be the reason for the price increase.

The continuous loss situation makes many listed companies reluctant to talk about it-they are not listed or mentioned in the financial report.

　　For example, after Youku’s delisting, financial data will no longer be released separately.

Alibaba, the parent company of Youku, has written in many financial reports: The adjusted EBITA loss of the digital media and entertainment segment has narrowed year-on-year.

It means that it is still losing money, but the loss is decreasing.

With a few pens, the Tao is very sad.

　　It is understood that the current online video profit mainly depends on advertising and membership purchases, but it cannot fully satisfy the rising copyright purchase (content purchase) costs.

When the number of users is peaking, if you want to increase profits, you can only insert ads frantically, or "VIP members raise prices."

　　Even some well-received works, such as iQiyi’s "Mist Theater", have been spit out too many advertisements.

The executives of iQiyi responded that “The Fog Theater as a whole is definitely not making money, and it is not sold until the "Silent Truth" advertisement." If the hot money is still like this, let alone other things.

Online videos have been criticized for "eating ugly"

　　Perhaps it is to make money as soon as possible. Before the price of VIP members increased, the online video platform tried many times of "sao operation": buying VIPs to avoid advertisements, resulting in VIP exclusive advertisements; buying VIPs to enjoy exclusive content and other privileges, as a result VVIP appeared; VIP was bought to watch in advance, but it turned out to be paid on-demand in advance.

Notice of price increase for iQiyi VIP members.

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　　Some people think that the price can be increased, but please do the content first.

"The content is so ordinary, but the price increase is so confident, how did this happen?" "The Hao Yi Xing has stoked the appetite of netizens. I have waited for a year and a half and it is not released yet.

　　"Looking for nothing, the price increase is number one." "Endless idol dramas with a single theme, only satisfying the tastes of a certain part of netizens." Tencent and iQiyi have also released some popular dramas, such as "Celebrating Yu Nian" ”, “Zui Son”, etc., Youku, Mango TV and other platforms currently have few hits.

　　In fact, in the past two years, online video companies have begun to refine their operations, such as restricting multiple people to watch on different devices at the same time, which means blocking the road of "borrowing membership numbers".

After the disclosure of iQiyi's 2020 financial report, Gong Yu also said that some promotional activities will be reduced this year.

　　This "black talk" on the Internet is "refined operation."

Netizen translation: Flies are also meat.

For example, this time, Tencent Video’s VIP membership has only increased the price by 1 yuan on iOS for consecutive monthly subscriptions.

This is "refinement".

(Finish)