refers to video content with a duration of 1-30 minutes. Medium videos are different from short videos. Short videos are mainly vertical screens, while medium videos are mostly horizontal screens. The format is wider, the visual information presented is richer, and the world is closer to the human eye.
The concept of medium video was proposed by Ren Lifeng, president of Xigua Video, on October 20, 2020. The netizen penetration rate of medium video is 64%. In medium videos, creators can tell a story completely and express it more coherently and calmly. Users can also get more information and deepen their memory.
statistics show that among the creative staff of China Video, PUGC (content produced by professional users) accounts for a higher proportion, which means that China Video has a certain production threshold and requires dedicated efforts from the creative staff.
Medium videos divided by video length have specific advantages, because from the perspective of content information density, the amount of information in medium videos far exceeds that of short videos, and is even a condensed version of the information density of long videos. In today's era of fragmented Internet information, medium-sized videos can carry more information than short videos, and have a faster content viewing rhythm than long videos, making it easier for users to quickly absorb the knowledge they want to gain.
At present, platforms such as Douyin and Kuaishou focus on short videos. The content is basically light and entertaining, with emphasis on social attributes and high communication efficiency. Platforms such as iQiyi and Tencent Video focus on long videos, providing various TV series, movies, variety shows and other long videos to attract users. The emergence of videos in
has opened up a new track for the Internet platform. It can not only reflect the communication efficiency of short videos, but also exert the professionalism of long video content, carry richer emotional elements, and present more diverse events. . Data shows that in 2021, the number of Chinese video creators increased by 80%, and the number of content increased by 98% year-on-year.
Judging from the user group data, 78% of Chinese video users under the age of 29 accounted for 38% of the overall Internet users; users with a college degree or above accounted for 45%, accounting for 38% of the overall Internet users. The ratio is 20%. More and more users are pursuing professional and practical Chinese video content, and viewers are concentrated in the 25-40-year-old user group with high spending power.
With the rapid promotion and popularization of the new generation of Internet technology 5G, artificial intelligence , and blockchain, it is used in the practice of information dissemination. Data shows that in 2021, the number of online video users in China reached 975 million, an increase of 47.94 million compared with 2020, accounting for 94.5% of the total Internet users.
In my country's Internet content dissemination channels, a "video shift" trend is emerging. As competition between long and short videos intensifies, medium videos, which have higher information capacity than short videos and lower production costs than long videos, are becoming a new trend in my country's video consumption. track.
Since 2020, China Video has shown a development trend of increasingly diversified, professional and high-quality content, and has become a new industry outlet that is generally optimistic about the industry. At a time when the dividends of long and short videos are saturated and major Internet platforms are looking for new breakthroughs, medium video can become a new space for video traffic growth.
Currently, most of my country’s most influential Chinese videos focus on knowledge-based content and plot-based micro-short plays. Looking back at CCTV's classic programs with high ratings, such as "Today's Statement", " Animal World ", etc., the duration is basically about 20 minutes. They have played a role in cultivating TV users' consumption habits of the same volume of content.
In fact, any new media can be disassembled into known media forms, such as video, which can be disassembled into images, text and sounds. From the perspective of the amount of information carried and the ease with which the audience can receive the information, video has an absolute advantage. In order to comply with this development trend, Internet giants began to pay attention to and deploy the video industry.
my country's long video platforms have formed a three-legged alliance of iQiyi, Tencent Video and Youku. They are backed by the three Internet giants Baidu , Tencent and Alibaba . The content cost of the platform is large and the comprehensive film sources are rich. , active users are at the forefront of the platform.
Short videos are in a two-super-multi-strong pattern of Douyin in the south and Kuaishou in the north. Although the number of users in the short video field has exceeded 640 million, the market is still in the stage of stock competition, the dividend period has passed, and user growth is weak. Video in
is a new track in the video field. Starting from 2020, dozens of Internet companies such as Xigua Video, Bilibili, Youku, and WeChat have begun to make layouts. Youku has launched the short video self-media platform "Youku Account" to support For videos within 15 minutes, Weibo has officially launched the "Weibo Video Account Plan" for high-quality video creators across the industry. Weibo video creators will be fully upgraded to Weibo video accounts.
In August 2020, Xiaohongshu launched the "Video Account", which is planned to be open to creators with more than 500 fans on the site and experience in video publishing. Video creators will have permission to publish videos up to 15 minutes long, breaking the previous limit of 5 minutes on Xiaohongshu videos.
In October 2020, Baidu launched an APP called "Baidu Kankan". Most of the recommended videos are within 1-5 minutes. The reason why video in
has become a new trend in the video industry is that it meets new consumer needs. The order in which people receive information is in the order of text-picture-video. The advantage of video in
is that it has a higher information carrying capacity than short videos and lower production costs than long videos. It can provide users with more professional, complete, in-depth, detailed and thoughtful information content, filling the gap of user videos The gap in content consumption demand.
It can be said that short videos encourage people to see information quickly, while medium videos encourage people to "understand" information. Modern society has prompted people's pace of life to continue to accelerate. In the fast-paced and fragmented modern life, traditional TV dramas with lengthy plots and protracted narratives can no longer meet the entertainment needs of the public.
Micro-short dramas are winning the favor of a new generation of users, especially young people, with their many advantages such as high-density plot structure, diversified play methods, and rapid episode update mode. In August 2020, the State Administration of Radio, Film and Television defined online film and television works with a single episode of less than 10 minutes as micro-short dramas and officially brought them under supervision. This means that the new film and television production model of "micro-short drama" has been officially recognized.
Conclusion
Looking to the future, China Video, as a new track in the video field, is likely to become the expression and transmission method of my country's mainstream media, and has broad development prospects. With the rapid development of the new generation of Internet technology, 5G and artificial intelligence, it will provide new technical support for the production of Chinese videos, and the Chinese video industry will also enter the category of professional production.
In fact, medium video is just a track subdivided from short video and long video. It is not much different from short video. Nowadays, short videos are sometimes mixed with some medium videos. The fundamental difference between is that the content of the medium video should highlight professionalism, and within a certain period of time, sufficient professional knowledge and attractive content should be used to meet user needs.
