The number of users in low-line markets has gradually become a key breakthrough in competition.
Editor’s note: This article is from WeChat public account “One Entertainment Watch” (ID: yiyuguancha) a>, author Mu Qing, editor Shiyang. Authorized release.
The Spring Festival has always been a crucial moment for Internet giants to compete for the sinking market, and this year is no exception.
With the world ’s largest population migration movement, the feelings between generations are passed on, and the ways of life and entertainment in different regions are colliding.
Aiming at this time node, Kuaishou announced on December 25 that it will become the exclusive interactive partner of the 2020 Spring Festival Gala. On January 11, Taobao became the exclusive e-commerce partner of the Spring Festival 2020. Tencent Video, Youku and other long video platforms also launched family fun episodes, aimed at audiences of all ages and regions.
Among them, the local series such as “Country Love 12” and “Liu Laogen 3” have broken the user circle of the long video and the short video, and their starring roles can be freely switched between stars and influencers. Especially the “Country Love” series, which is broadcast every year during the Spring Festival, which contains the memories of middle-aged people, and is constantly being deconstructed again by young people to continue to rejuvenate.
▲ “Country Love 12” poster
When the long video platform was just started, in order to attract 3C consumer advertisers and expand members to pay, most of the content on Aiyouteng is targeted at young users. The theme type is mainly urban youth, fantasy fantasy, and less. The content reflects the spiritual world of rural and migrant workers.
But when iQiyi ’s total revenue growth slipped to 7% in the third quarter of 2019, the original growth model slowed down, and the video platform was bound to pick up lost people and land.
When Douyin has more than 400 million daily active users, and users in the low-end market have learned information quickly, how should video platforms return them to long videos such as dramas and variety shows?
To achieve user sinking, the video platform must have sufficient low-line content reserves. Perhaps the production of more “earthy” videos is the direction of the platform’s content end.
The “Country Love” series breaks the barrier between long and short videos
According to Quest