Our reporter Sun Qiru
Borrowing the accounts of relatives and friends to follow dramas and watch movies has become a habit that many people take for granted on video platforms.
In the future, shared accounts may become history.
Recently, many Youku members have discovered that the login rules have changed, and an account can only be logged in with one mobile phone.
Youku explained that the main purpose of changing the login rules is to protect the security of user accounts.
Experts believe that the platform may reduce losses by cracking down on black and gray production through this move, but in addition, long-form video platforms also need to pay more attention to content and retain users.
Youku "blocks" shared accounts
At 8:00 p.m., Ms. Yin, who was watching dramas on Youku, was suddenly forced to quit by the system.
After searching, Ms. Yin found that she was forcibly dismissed by the system due to the new action of the platform to limit the number of devices that members can log in to.
Youku responded that the VIP membership agreement has clearly stipulated that membership services can only be used for personal viewing, and cannot be provided to others in the form of transfer, rental, borrowing, sharing, etc.
Currently, Youku VIP members can log in to two devices at the same time, and Kumao VIP members can log in to three devices at the same time.
The reporter noticed that the VIP regulations also stated that users can log in up to 3 devices, and each device such as mobile phone, tablet, and computer client only supports 1 device.
This also means that if you all use mobile phones to log in to Youku members, only one mobile phone can be used at the same time.
Youku said in a statement that this move is mainly to protect the security of user accounts and crack down on black and gray products.
But many users don't buy this explanation: "What kind of black industry chain is a family chasing dramas together?"
Account Sharing "Backstab" Platform
In fact, not only Youku, but Tencent Video, iQiyi and other long video platforms have also successively updated their regulations on limiting the number of account logins.
The iQIYI Membership Agreement stipulates that the same VIP member account can log in to a maximum of 5 terminals.
Behind the platform's moves, they all point to cracking down on the black and gray products of selling sharing members that have been repeatedly banned.
"Tencent, iQiyi, Youku, and Mango TV members only need 29 yuan a year!" After the reporter entered a "Jishan" film and television VIP aggregation platform through a social platform, the platform claimed to pay a "membership fee" of 29 yuan. Enjoy the film and television resources of major mainstream video platforms throughout the year.
According to industry insiders, behind these attractive low-priced accounts, there are many organized individuals or groups who use methods such as group control mobile phones to register accounts, purchase members in batches, and resell or dismantle them on third-party platforms. .
In order to reduce the loss of rights and interests caused by black and gray production, starting in 2021, iQiyi, Tencent Video, and Youku began to sue account rental platforms frequently.
In addition to cracking down on black and gray products, Youku’s restriction on the number of login devices this time is undoubtedly aimed at another channel that leads to platform membership benefits-free account sharing among relatives and friends.
"Although there is no profit from sharing accounts, this model will undoubtedly bring losses to the video platform." Internet observer Ding Daoshi said.
"Retaining customers" still needs to improve the content
For a long time, advertising and membership revenue have been the two "carriages" that support the revenue of long video platforms.
With traffic peaking, membership business has gradually become the mainstay of revenue for several platforms in recent years.
Taking iQiyi as an example, since 2018, membership revenue has replaced advertising revenue and has become the largest component of its revenue.
However, under the cost pressure brought about by high copyright fees, several platforms have successively raised membership prices in the past two years.
The price increase of members brings the loss of users and the decline of revenue to the platform.
The financial reports of iQiyi and Tencent for the third quarter of 2022 show that the former’s membership service revenue was 4.2 billion yuan, a decrease of 2% compared to the third quarter of last year; the latter’s paid members decreased by 9 million year-on-year and 2 million month-on-month.
Pan Helin, co-director and researcher of the Digital Economy and Financial Innovation Research Center of Zhejiang University International Joint Business School, believes that limiting the number of member login devices is to allow consumers to buy more members to increase income, but it should be noted that the current market competition is fierce , is not a dominant company, and this move may not bring more profits.
If users want to retain users, video platforms need to further increase investment in content IP. "Increasing the release of exclusive content, such as strengthening self-made dramas and self-made variety shows, if the price is simply increased and the rights and interests shrink, it will inevitably have a negative impact on the development of the platform."