European Report:
Under the epidemic, everyone is either watching TV dramas or playing games at home. And just yesterday, the popular dramas " Want to Meet You " and " Crash Landing on You " came to their finale at the same time. A large amount of traffic poured into three video platforms: iQiyi , Korean Drama TV, Xiaomi TV It collapsed, and I have to admire everyone’s enthusiasm for following the drama. While users are chasing dramas, the membership business of major video websites has also grown. Have you replenished your membership?
Immediately after iQiyi collapsed, the official issued a relevant statement stating that it had launched an emergency investigation and was making every effort to solve the technical problems that caused abnormal playback. Xiaomi TV also said that due to technical glitches, some of its programs are temporarily unavailable to watch, and its technical team is working with iQiyi to urgently troubleshoot the glitches. After about two hours of emergency repairs, the problem was basically solved and users can resume normal use.
In fact, the activity of each port is increasing during the national "isolation". According to a report from Fanli.com, compared with before the outbreak, iQiyi members increased by 1,079% month-on-month, Mango TV members increased by 708% month-on-month, and Tencent Video members increased by 319% month-on-month. In addition to members, the average daily user time is also reaching a record high. Starting from January 23, the total daily usage time of users across the entire network has been rising steadily, from the original 5 billion hours to 5.76 billion hours and 6.11 billion hours. hours, the length of time in various fields has also changed, with the two major fields of video and games accounting for 38%.
At the same time, there are also differences in video platform data. From the first to the sixth day of the first lunar month, in terms of platforms, iQiyi and Mango TV maintained rapid growth in dramas and , while variety shows declined; Tencent Video dramas and variety shows both declined slightly; Youku dramas Both variety shows and variety shows have declined significantly year-on-year. In addition, in terms of variety shows, the effective broadcast volume of all platforms fell by 29.62% during the same period, mainly due to the suspension of "Happy Camp" and " Ace vs. Ace " due to the epidemic.
For iQiyi, traffic has increased during this epidemic and it has also distanced itself from other platforms. But in the long run, advertising pressure will remain or even increase. Of course, this is also a problem that exists on all video platforms. Although the traffic of TV stations and video platforms will now increase, the epidemic will affect advertisers' investment plans, and actual revenue may have limited growth or even negative growth. In particular, the recording of variety shows has stagnated. Variety show sponsorship revenue is an important source of profit for each channel. To a large extent, the entire industry is stagnant.
It is worth mentioning that iQiyi has been planning to increase membership fees, but there is no timetable. The prerequisite for the price increase of video platform membership fees is to have continuously popular exclusive content. Only by having an absolute content advantage can you survive. However, it is difficult to achieve this. To a large extent, all companies are still competing on the same basis. Now that these popular dramas have come to an end, we will have to wait and see how many dramas will be as popular as they are now.
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