The knowledge payment model shows a spurt development, and the video member payment also ushers in the growth period of the market
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Aiyouteng member war is far from stopping, sinking market is the next battlefield
In the second quarter results released on August 20, iQiyi disclosed that as of June 30 this year, the number of paid members of the platform has reached 100.5 million, and the membership service income has increased by 38%. Paying members to break billions is a milestone for Iqiyi. Tencent, Youku, and Mango paid members are also catching up, and the video market is ushered in another wave of climax. In this regard, the author Liu Wei believes that a single platform 100 million paid members may be just the starting point, the video platform members war is far from over, the first to break through the sinking market is the key to success.
With the popularity of knowledge-paid products in 2016, the knowledge payment model has shown a spurt of development, and video membership fees have also ushered in a period of market growth. In 2017, the number of paid members of iQiyi, Youku, Tencent and other video sites exceeded 20 million. In less than two years, this figure has already exceeded 100 million.
Members’ explosive growth is related to high quality content. For a long time, all video platforms have increased their investment in content research and development, and continue to launch their own variety, online drama and other content. However, as the cost of content output increases, the platform faces the dilemma of long-term imbalances in fiscal revenues and expenditures. Data show that from 2015 to the present, iQiyi’s net loss reached 9.1 billion yuan, and content cost expenditure reached 21.1 billion yuan. Tencent and Youku are also among the losers.
Membership revenue has become an important means for video platforms to reverse losses. Previously, advertising service revenue…
Editor’s comment: On the one hand, online traffic is difficult to obtain; on the other hand, free short video has occupied the minds of many sinking users, love Youteng think…
This article is from the paid section “Daily Business Featured” – August 20
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