It is an angel and a devil.
Editor’s note: This article is from WeChat public account “All Media Party” (ID: Quanmeipai), author of Tencent Media.
Last week, Facebook announced that it will enter into a new exploratory collaboration with a number of streaming service providers such as BritBox, CollegeHumor, and MotorTrend Group. The goal is to help these platforms sell member subscriptions through social networks, and users can view these streaming content on Facebook without ads.
Considering that in the near future, streaming media platforms such as Disney+ and HBO Max will also be launched, and the competition in the streaming video subscription market will be further intensified. For the media, any plan that helps increase its subscription is subject to welcome. However, although it is a very attractive proposal to establish cooperation with Facebook to promote its own video business, there are still many concerns and concerns about the streaming media platform.
As all seemingly “win-win” Internet strong platforms and media cooperation, the trade-offs between the pros and cons of the media are much more complicated. This issue of the whole media (ID: quanmeipai) is compiled exclusively, and you can think about it, the “Olive Branch” thrown by the platform and the “darkness” that may be brought about by the platform.
“Angel” Facebook: Promote conversions, easy subscriptions
In recognition of the supporters of this collaboration, Facebook will provide a convenient channel for streaming media platforms to reach a large number of users. Facebook’s monthly users have reached 2 billion, and 140 million people spend an average of 1 minute a day watching videos on Facebook. In addition, many streaming media platforms have accumulated a large number of video viewers on Facebook. So Facebook is the natural center for streaming media for subscription conversions.
According to Alex Wellen, global chairman and general manager of MotorTrend Group, the company has accumulated 3 million fans through multiple accounts running on Facebook. Previously, MotorTrend Group has developed new video users through projects such as Amazon’s member video channel. Considering that these cooperations have been successfully launched, Wellen is confident in working with Facebook.
Other streaming platforms have expressed support for Wellen’s views. In some Executives seem to have the same content published on Facebook as the content on their own independent streaming media platform. “We should think about whether we can provide a better user experience through cooperation with Facebook. Have we achieved better conversions ourselves? The answer is yes. “An operator said this.
Supporters also believe that working with Facebook can make it easier for users to subscribe.
To help stream media platforms turn video viewers into paid members, Facebook will offer a one-week free trial period for those who sign up through their platform. In addition, when people watch streaming service provider content in the video stream, Facebook will post a “subscribe now” jump link. Another good news is that although it is not clear how many users on Facebook allow Facebook to associate their own payment accounts, Facebook will allow users to pay through an independent third-party payment system, and people can use a credit card or PayPal to complete a registration subscription.
Similar to subscription promotion projects like Apple, Amazon, and Roku, Facebook will participate in revenue sharing based on the number of users who subscribe through their own platforms.
Supporters believe that unlike previous projects, Facebook will provide greater benefits to subscribers of streaming services. According to FB’s cooperation plan, if the user has previously subscribed to the paid member on the independent streaming platform, then you can also enjoy the “welfare” of the advertisement-free viewing on Facebook.
The reverse is also true. If the user registers for a subscription on Facebook, then on the streaming media service provider’s APP or website, simply log in to the Facebook account and enjoyWatch. “In terms of account information authentication, this is like a TV Everywhere, very convenient.” A media executive said.
“Devil” Facebook: Data Retention
Facebook will not share user information data with streaming partners, which is one of the main arguments of opponents.
Historically, Facebook has been questioned in providing better services to the media and its users. “At present, Facebook’s video subscription cooperation program is based on an attempt in the United States, and does not give the media confidence to use Facebook to achieve long-term, stable user growth.” An opponent said.
Reversely, even if the media can get new subscriptions through Facebook, the media still can’t treat these increments as their own, because Facebook will “traverse” between the media and users, hindering the media. Direct contact and understanding of their own users. Facebook will not share other personalized data such as name, email, etc. with the streaming platform. A Facebook spokesperson confirmed the news, “We will only provide the cooperative media with anonymous, aggregated subscriber information.”
This will weaken platform media and The ability of users to establish direct intimacy. According to a person familiar with the matter, because Facebook has “self-retained” user data in this cooperation, at least one media has clearly stated that it will refuse this cooperation.
According to another executive who understands the transaction, Facebook’s willingness to share data to the streaming platform is extremely limited. Although the data includes information on the number of new subscribers that the media has obtained through Facebook, as well as the number of users who canceled the subscription, there will be no refinement of the user’s age, gender, etc. And these tag data is precisely to help decision-making for media marketing and services.
Although Facebook said it has already started a dialogue with HBO, Showtime, etc. on the sales streaming service cooperation program. But at the moment, these companies have not said that they will join Facebook’s cooperation project.
In addition, as an exploratory experiment, Facebook acknowledges that it is still in the exploratory phase of thinking about how to provide better user conversion services for streaming media platforms. Currently, Facebook has not yet proposed how to provide partners with a differentiated service plan to promote subscription growth, which should be the biggest attraction of the project. “Considering this reality, Facebook’s cooperation proposal is disappointing,” said an informed executive.
As with all major Internet platforms playing a role between the media and users, Facebook has both an “angel” side and a “devil” side in the process of working with streaming media platforms. Compared with the past, the media platform has more rational thinking and discrimination in the cooperation with Facebook. However, the power and interest game between the two parties is still fierce and dynamic. of.
For the “Olive Branch” thrown by the powerful Internet platform, is the media still not picking up?