This article is from the WeChat public account: Soul Singer Chat Science (ID: Otox3D) , author: Otox3D, from FIG title: IC photo
After more than ten years of long video scuffle, iQiyi, Youku, and Tencent Video finally formed a three-legged pattern at the end of the pc internet.
In recent years, the short video battlefield has opened up. From the initial multi-polar melee of platforms such as the US-made small coffee show to the current vibrato battle, the short video battlefield has fallen into an infinite battle in 2020. .
But a new battlefield is still opening up, and the next battle will be in the form of online video. In the end of the war, station B, byte-beating watermelon videos, iQiyi, and other platforms appeared on the scene at moments, and all parties are opening the violent Normandy landing on YouTube mode.
The new battlefield focuses on pugc content of about 10 minutes. Pugc is Professional User Generated Content, which is “professional user-produced content”. The content includes both non-professional content uploaded by ordinary users and institutions or professionals. Produce professional content. Regarding this model, YouTube, a global head player, has already set a benchmark for domestic players.
Pugc’s content expansion did not start in 2020, but it will be in this yearBecome a new strategic focus. In 2020, when the short video vibrato and fast two players are basically formed, Station B is relying on its momentum of weakening ACG to get rid of the constraints of the second dimension. Watermelon Video also relies on the crisscross product matrix of headlines to attract users, iQiyi The new development also does not conceal its apparent ambitions in this field. Where does the end war go? Let us wait and see.
First, let ’s talk about why the main battlefield of video will change? Here we will analyze from two angles.
First, let ’s take a look at the situation in the short video battlefield.
QuestMobile data shows that in the first half of 2019, the overall short video industry reached 829 million monthly, of which 486 million were vibrato and 341 million were fast players. The “Statistical Report on the Development of the Internet in China” shows that as of June 2019, the total number of Chinese Internet users has reached 854 million. That is to say, the short video field is already a red sea. As the ceiling of the c-end market is getting closer, the competition for users on each platform will change from incremental competition to inventory competition.
The choice for the short video platform is either going to sea or widening the track. The former arms race has already started overseas, and the vibrato overseas version of tik tok and the fast-hand overseas version of kuai have left beautiful records in the world. . Regarding the widening of the track, in addition to exploring a commercial model, letting go of video length is also a method. In 2019, Douyin Express is conducting an internal test of letting go of video length. On the 2020 iQIYI earnings call, CEO Gong Yu also revealed that the company is testing a YouTube mode app called Momentary.
Let ’s take a look at this market in YouTube mode. YouTube was born in 2005 and was acquired by Google in 2006. It has over 2 billion users worldwide and is currently the world’s largest video search and sharing platform. On the contrary, in China, mature platforms are not available. Although early Youku and Tudou platforms have tried this model, in those years, due to immature technology and lack of creators, they were eventually lost.
Although this market is still in the blue ocean, it does not mean that there are no other parties behind the scenes. After the listing in 2018, station B will gradually release the pan-two-dimensional process. The watermelon, formerly the headline video The video has been aimed at this cake since its birth in 2016. After that, iQiyi is fast, fast, and vibrato is destined to meet in this wild place. Who will become China’s YouTube, one by one will be analyzed next.
In order to clearly show you the current competition situation in the market from a dialectical perspective, here we will analyze the comparison between the two forces of station B and watermelon video.
First, user size.
B station, in the third quarter of 2019, it was 127.9 million monthly and 37.6 million daily. Watermelon videos are 130 million and live 50 million daily. This still has a lot of room for hundreds of millions of daily activities in the short video field. If you compare it with YouTube of the same attribute, the 2 billion monthly activities more fully reflect the huge potential of the two.
The second aspect is content ecology.
First talk about station B. Station B was founded in 2009. At the beginning of its birth, it was a two-dimensional website with animation and games as its cultural core. At the end of 2017, station B started a documentary support plan and continued to expand the division. After that, The platform continues to tilt towards non-secondary content such as lifestyle and entertainment.
According to AI Media Consulting’s statistics on the content of station B’s 2019H1, the top five sections of station B’s number of manuscripts are game 34.5%, life 23.7%, entertainment 9.8%, film and television 8.4%, music 8.0%, non-ACG content It accounts for 60% of the total station, and this proportion is gradually increasing. It can be said that the B station is undergoing a reincarnation. At present, the ecology of the B station is mainly based on the second element + life and entertainment.
Compared to the cautious business circle of Station B, Watermelon Video has been aimed at YouTube mode since its inception. The latest web page revision directly mimics the YouTube interface. However, the web site of station b has not yet added a recommendation mode. In the four years since the establishment of Watermelon Video, it has vigorously supported content such as variety, agriculture, and farmers, and paid more attention to content diversity and mass users.
Because of this, coupled with the current dimension of cultural defense that Station B has not fully liberalized, the supply of watermelon video content is higher than the former. According to relevant statistics, in 2019, there will be 70,000 daily video supplies at Station B. , About 300,000 watermelons, YouTube supply is about 3.6 million.
The third aspect is user stickiness.
Because of the community’s attributes, Station B has paid more attention to the core of culture, and has been cultivating for years, gradually fostering a good community atmosphere featuring barrage interaction. The watermelon video mainly relies on the matrix product formed by the huge user traffic injection of the headline system, and the user does not have a strong sense of belonging.
Fourth,External assistance.
When talking about external assistance, you have to talk to Google. YouTube can have today, and it is inseparable from Google:
1. Google relies on its monopoly position of Android operating system, so that mobile phone manufacturers must pre-install their own applications such as YouTube.
2. Google search will give YouTube a strong diversion, making YouTube occupy the search video entry.
3.Google ’s powerful recommendation system allows users to access the content of interest anytime, anywhere.
4. Google ’s huge funds support the development of YouTube. In the YouTube Creator Partner Program, 55% of the revenue will be fed back to creators.
In China, today’s powerful headline drainage ability and recommendation algorithm also gave watermelon videos an effective BUFF bonus. And station B, at present, there is something missing in this regard, and perhaps joint Baidu may be a possible choice.
After talking about Station B and the watermelon video, let ’s talk about iQiyi at any moment. As a new business of iQiyi in 2020, it is not infeasible. At least, compared to the watermelon video of the year, Its accumulated content library is an advantage.
Relying on the rich and original content of iQiyi and the huge user base, you can complete the cold start faster in a moment. After the platform’s pguc content has formed a certain scale, it can also achieve a short-band length model, such as short video chase dramas, and ultimately lead users to pay for membership. In addition, for iQiyi, its godfather Baidu can also divert its content, and more iQiyi content appears in the search results, which may also make it feasible for growth.
Finally, let’s talk about Douyin and Kuaishou. What really scared the first few companies was not Douyin and Kuaishou, but the two themselves. Essentially, the purpose of these platforms competing with each other is to seize the user’s focus. After the vibrato is formed as an oligarch, a siphon effect will occur, and users and content producers will enter a larger and more efficient platform. The Matthew effect is formed, and the strong is always strong.
Because of the huge scale of Douyin Express, once the time is released, users and creators will choose to deeply cultivate this platform. In addition, for both, because the short video ceiling is coming, the platform is also exploring more business models. Next, it may confront the previous ones, just like the cake that grabbed Douyu and Huya.
Through the above analysis, we can see that the market competition for the YouTube model may be endless.Hugh process. The B station is better than the ecology, but the dimensional barriers also block its ecological extension. Perhaps, when will the b station CEO be determined to replace its image, and the station B interface will be concisely revised, non-two-dimensional Users will flood in.
Watermelon video is just the opposite. With excellent recommendation algorithms and headline drainage assistance, it will help watermelon video expand more users. However, a current problem of watermelon video is the problem of partition settings. Perhaps a more refined partition will be improved. An important way for the ecological quality of its community. The ecology of the moment is currently immature and the future remains to be seen. Douyin Kuaishou may not directly evolve into YouTube’s model, but they may use the siphon effect to suck out the quality authors cultivated by the previous platforms, and eventually these authors become the wedding dress of Douyin Kuaishou.
This article is from the WeChat public account: Soul Singer Chat Science (ID: Otox3D) , author: Otox3D, you can at station B, the public number, microblogging, and other platforms to find him know almost