China video content is favored, and major platforms have increased their investment.
Editor’s note: This article is from the WeChat public account “Meijingyingshi” (ID: meijingyingshi), reporters: Bi Yuanyuan and Wen Menghua, editors: Dong Xingsheng.
On January 30th, on the main stage of the annual Top 100 UP at station B, another group of popular UP owners such as “Luo Xiang said criminal law” and “hard-core half-Buddha immortal” won the circle. Golden little TV man’s trophy.
This is the third consecutive year that Station B has held the Top 100 UP Main Award Ceremony. The Daily Economic News reporter observed that starting from 2018, this activity for video creators at station B has become a vane for observing the culture of Generation Z and understanding contemporary young people.
In the past year, Station B has moved from a niche two-dimensional to the general public. As the “mainstay” UP owners of Station B, their creations are no longer limited to ACGN (English Animation, Comics, Game games, Novel novels) The merger abbreviation of ), is gradually moving towards specialization and diversification. Among the top 100 UP masters in 2020, the newly established knowledge zone has increased significantly, becoming a “traffic upstart”.
It is worth noting that, as Luo Xiang, “Hardcore Half-Buddha Immortals” and other UP owners brought hard core content such as business, finance, law, and technology to the B station, they also let the content field The major platforms have smelled opportunities. Since 2020, long and short video platforms have been targeting PUGV (high-quality video) content to accelerate the distribution of videos, making the platform’s competition for high-quality content creators increasingly fierce.
Nearly 100 million users watch knowledge videos in 2020
12.167 million fans and 39.075 million likes for the video.
This is the Knowledge Zone UP Master Luo Xiang who won the “Annual Most Popular” award among the Top 100 UP Masters in 2020. He has achieved results in Station B in just over 10 months.
This professor of China University of Political Science and Law, who relied on the combination of criminal law and cross talk, has become the fastest UP host in the history of station B since he released the first video on station B in March 2020, and is also following the “old After “Tomato”, the second UP owner with more than 10 million fans.
Behind Luo Xiang’s “Annual Most Popularity” award, is the trend of diversification of the main creations of B station UP in the past year.
The main list of the top 100 UP shows that compared with the top 100 UPs in 2018 and 2019,Big UP owners. This year, 46 UP owners won the honor of Top 100 UP owners for the first time. UP owners are still the cornerstones supporting Station B, and Station B is still one of the most active platforms for video creators. The financial report for the third quarter of 2020 at station B shows that the number of UP hosts with more than 10,000 followers at station B increased by 75% year-on-year.
Affected by the epidemic, in 2020, in addition to the main UP pattern of games, film and television, ghost animals and other districts, the newly established knowledge zone at station B has increased significantly, and the living area covering multiple subdivisions is still the largest Winner.
Data shows that in the past 12 months, nearly 100 million users watched knowledge videos at station B, which is equivalent to 9 times the number of people taking the college entrance examination in the same year. In the newly established Knowledge Zone and Food Zone of Station B, the number of newcomers shortlisted in the Top 100 UP Masters this time accounted for 10%. “Luo Xiang said Criminal Law”, “History Research Office”, “Bi Dao THU” and many other knowledge zone UP owners became popular.
According to data, compared with 2019, the broadcast volume of investment and financial management videos at station B increased by 464% year-on-year, decoration videos increased by 272% year-on-year, job interview videos increased by 233% year-on-year, and social science and humanities videos increased by 211% year-on-year. , Fitness videos increased by 182% year-on-year, and Vlog videos increased by 177% year-on-year.
Netease 1 billion, Zhihu 1 billion, Watermelon Video 2 billion, China video content is favored, major platforms increase investment
For a long time, Station B has been a typical Chinese video platform.
Different from other long video sites, with the exception of Fanju District and Guochuang District, Station B does not have much self-made content to attract users, but the rich content created by UP owners makes Station B build based on “UP Master “The created PUGV content ecology allows Station B to form a unique community attribute.
After years of development and accumulation, UP owners have long become “content productivity” that cannot be ignored at station B.
The financial report for the third quarter of 2020 at station B shows that the number of active UP hosts on station B increased by 51% year-on-year to 1.7 million. At the same time, the average daily video playback volume of users reached 1.3 billion, an increase of 77% year-on-year, the average monthly number of community interactions reached 5.5 billion, and the average daily usage time of users at station B was as high as 81 minutes.
A large number of PUGV works on station B accumulate a large amount of video content, especially as Luo Xiang, half-foxianren and other UP owners have brought hard-core content such as business, finance, law, and technology to station B.Later, it also allowed major platforms that are deeply involved in the content field to smell opportunities.
Since 2020, a number of long and short video platforms have targeted the PUGV content field. Weibo, WeChat, Baidu, and Zhihu have all established video sections and incentive mechanisms for more than 1 minute; Douyin and Kuaishou have gradually opened video duration restrictions; Tencent Video and iQiyi have also increased their deployment of videos. The entry of many platforms also means that platforms will increasingly compete for high-quality content creators.
In June 2020, “Witcher Finance”, a well-known financial knowledge UP owner with 3.1 million fans, released a video announcing parting with station B, which attracted attention. In fact, before this, station B has successively lost a group of UP owners such as “Fisherman Afeng”, “Old Four Catch the Sea”, and their new “camp” is Watermelon Video.
However, high-quality content creators are limited after all. In order to better retain creators and attract users, major platforms are also using real money and doing their best. It is understood that Douyin released the “Vlog One Billion Traffic Support Plan”; Station B launched a fireworks business cooperation platform to help UP owners; Watermelon Video will spend at least 2 billion yuan to subsidize “China Video”; NetEase officially invested in video The track supports video creators with billions of cash, tens of billions of traffic, and 100 billions of exposure; Zhihu will invest 1 billion of cash and traffic to increase support for content creators in 2021.
From the perspective of the investment of major platforms, whether it is the pursuit of traffic or the desire for high-quality content creators, they will not stop. How to retain high-quality creators and attract users for a long time is a question that the platform must think about in the future. “As far as the platform is concerned, if you can grab high-quality head content creators right now, the ‘story’ behind the platform is also easy to tell.” iiMedia Consulting Group CEO Zhang Yi said.