Both concerts started at 8 pm. As of the time ending each, the number of views in the live broadcast room of Stefanie Sun's singing and chat meeting reached 240 million; at 22:10, the number of visitors to Luo Dayou's concert was 32.167 million. In the subsequent replays, the number of viewers on both sides increased.
is based on the conversion between the number of playbacks and the number of playbacks, and the total amount of the two is similar. After years of preparation, Video Account finally has the strength to fight against Douyin in terms of traffic, but on the deeper level, at the moment when the epidemic is repeated, policy supervision, and advertiser budgets are tightened, the two platforms value the revenue capabilities of the live broadcast platform behind the traffic.
Douyin video number traffic competes with
. Two musicians and two platforms have too many tags behind it - "The Godfather of Chinese Music", " Chinese Music 3 Days Later", "The feelings of the post-70s generation", and "The youth of the post-80s and 90s generations". Naturally, the two concerts also bring different impressions.
As a "singing and chatting meeting", Stefanie Sun first chatted with the audience and told her status and recent situation at the beginning, while Luo Dayou directly entered the concert state, interspersed with a few words of communication in the middle. Luo Dayou, who is outdoors, brings a better viewing experience, including full lighting, a cooperative band, inviting Ai Yiliang to star in and Wu Tiaoren, and a conversation with Huang Zijiao , etc. The entire song covers most classic songs.
, while Stefanie Sun's singing and chat sessions are easier. The whole process includes chatting, reading letters, interacting with the audience, singing, and at 21:16 pm, the singing and chat will suddenly be interrupted after the host finished saying "The time is almost over". The page still shows "live broadcast", but the picture stays at Stefanie Sun's concert poster. The audience asked in the interactive area, "Is this over?" "Is the signal broken or Douyin collapsed?"
21:25, Stefanie Sun went online again, sang "Trench Coat", and explained on Weibo that "due to the few opportunities for live broadcasts, the team's friends were a little busy. The live transmission equipment was in trouble tonight, which led to the interruption of the program. I am deeply sorry." As of press time, Douyin has not responded to this matter.
According to the final result, according to Luo Dayou's nearly 40 million playbacks (UVs) and Stefanie Sun's total playbacks (PVs), Baizhun founder Gong Haihan told reporters that in industry practice, there is a 5-10-fold difference between PVs and UVs, that is, the video account is calculated based on the head, while the Douyin playback volume is not deduplicated. During the concert, many fans switched back and forth between the two platforms, which means that the number of overlapping data has been added to the Douyin platform's playback volume. After the heavy lifting was removed, the playback data of the two companies were similar, which also means that the video account finally had the record of competing with Douyin in terms of traffic.
Previously, Douyin and Video Account had tried the waters many times on the online concert. From August 3 to September 9, 2021, Douyin held seven summer songs in a row, setting up special sessions for singers such as Zhang Huimei , Chen Li , Ouyang Nana , Stefanie Sun. Except for Stefanie Sun’s special event for free, the rest have set up viewing tickets ranging from 6 yuan to 30 yuan.
, and the video account has held a "Light Chasing Concert" since January 1, 2021, achieving a total audience of 10.24 million, and invited creators such as Escape Plan, Houhai Shark, and Chen Hongyu . The Westlife boy (Westlife) concert was launched at the end of 2021, attracting 27.68 million people to watch it, triggering discussions in the circle of friends, driving a wave of traffic growth and fan accumulation.
Afterwards, the video account held several concerts, including Cui Jian concert, Leslie Cheung concert , Mayday concert, and Jay Chou concert that brought the online concert to the climax. Data shows that on May 20, Jay Chou's "Mo Tianlun 2013 Concert" was superimposed on the next day's "The Strongest Surface 2019 Concert", the total number of viewings of the two concerts was nearly 100 million. This also attracted the attention of TikTok, and finally confronted Stefanie Sun and Video Account.
In response to the two platforms' inviting different stars to compete for traffic, Zhang Zhaoyi, founder of Jiangjiang Music, told reporters that the actual effects of the concert come from their respective IPs, and there is no essential difference, that is, which platform will cost money to buy traffic, which will bring effects. For example, when Luo Dayou switched to Douyin and Stefanie Sun switched to Video Account, the final result may be similar. Douyin has a larger traffic pool and video accounts have a more convenient sharing path, but these respective platform advantages have not yet developed into key differences or core competitiveness between the two platforms.
The decline in traditional advertising has caused revenue anxiety
platform's operation for online programs, in addition to the competition for traffic, it is also the anxiety of the current core revenue sharply decline.
In the first quarter of 2022, the financial reports of many Internet manufacturers showed that the revenue of advertising business all declined. Among them, Tencent online advertising business revenue fell 18% year-on-year to 18 billion yuan, a month-on-month decrease of 16%; Baidu online marketing revenue (i.e. advertising revenue) was 15.7 billion yuan, a year-on-year decrease of 4%; Sohu brand advertising revenue was US$24 million, a decrease of 23% from the same period in 2021 and a decrease of 29% from the previous quarter; Alibaba advertising and commission revenue in the fourth quarter of fiscal year 2022 increased by 0% year-on-year, basically in a stagnation state.
Compared with this, short video platform Kuaishou's advertising revenue in the first quarter rose against the trend. According to the financial report, Kuaishou online marketing service in the quarter increased slightly by 32.6% year-on-year, with revenue reaching 11.4 billion yuan, mainly due to the help of traffic growth and the trend of video number advertising, Kuaishou attracted more advertisers to the platform. At the performance meeting of
, Cheng Yixiao, co-founder, executive director and CEO of Kuaishou Technology, said that since the second half of last year, due to the influence of macro and some industry policies, the growth of the advertising industry has begun to slow down. Compared with other companies, Kuaishou's traffic is still growing steadily, and video advertising has natural advantages and is still continuing to gain more budget tilts from advertisers.
shows that at the trough of the traditional advertising industry, video account advertising has grown against the trend and won the favor of advertisers with tighter budgets. Tencent executives also revealed Video Account’s plans for profit. At the first quarter’s performance meeting, Tencent executives said that Video Account is very important to Tencent’s overall business, and the successful monetization of Video Account will be a very important driving force for the company’s profit increase.
CITIC Securities expects WeChat Video Account to start monetization of information flow advertising by the end of 2022. According to the situation of Moments advertising and Kuaishou advertising, video account advertising is expected to contribute about 37 billion yuan in incremental revenue in 2023.
The financial report before listing has not been disclosed, and the outside world has been estimating ByteDance's advertising revenue. Li Chengdong, founder of Dolphin Club and e-commerce analyst, told reporters that a very important part of ByteDance advertising revenue is the e-commerce advertising business. Dolphin Society compiled GMV data for consumer e-commerce, showing that Byte E-commerce's GMV in 2018 was 15 billion, and in 2020 the figure has risen to 150 billion. It is estimated that the scale of Douyin e-commerce in 2021 exceeded 800 billion, an increase of 430% year-on-year.
Although there is no clear fixed calculation formula between GMV and e-commerce advertising revenue, referring to Alibaba 's advertising revenue of 253.6 billion yuan in 2020 and 7.053 trillion yuan in fiscal year 2020, the ratio is about 3%. It is roughly estimated that 800 billion yuan of GMV will bring about 24 billion yuan of e-commerce advertising. Previously, there was news that ByteDance's e-commerce business adjustment target, including the target of Douyin's e-commerce GMV of 1 trillion and TikTok's e-commerce GMV of 1 trillion, but the news was subsequently denied by Douyin.
On the premise that the live advertising revenue prospect is clear, the platform's competition for users and traffic during the window period has become more intense, especially for video accounts that are catching up. Once the special home status is over, many audiences told reporters that they will participate more in offline activities and will not pay more attention to online concerts unless there are singers they particularly like.
Zhang Zhaoyi told reporters that the form of online concerts will remain after the epidemic is over, but the form is not essentially different from six or seven years ago, and there is no leap forward in the experience level. Therefore, it is estimated that after the offline activities resume, online concerts will be affected.
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-