It is worth mentioning that iQiyi has not adjusted the membership subscription price for 9 years before, and referring to overseas, Netflix launched a new round of member price increase in the US in the fourth quarter to hedge against paying users in the US In view of the maturity of payment awareness in the United States and the stable output of Netflix’s explosive content, the price increase has not caused a large loss of US users, and overall paying users are still growing steadily.
Regarding the subscription price increase, iQIYI’s response is: We have carefully considered changes in the market environment, platform development needs and user value creation and other factors, and made the current price adjustment measures. We hope to create more high-quality, innovative content and better service experience for users, and promote the sustainable development of the industry. Provide more value to our users and build a healthier industrial ecology for content creators.
Many brokerage analysts believe that the price increase of iQiyi members is expected to drive industry price increases, and video websites are gradually moving towards a positive business cycle. Z1z
Guangfa Securities Media analyst Kuang Shi pointed out that iQiyi’s past membership pricing was difficult to cover the high content costs. There have been several implicit price hike attempts, including last year’s Qingyu Year’s advance on-demand and Star Diamond VIP launched this year. After this price increase, other video platforms in the future may gradually follow up on iQiyi’s price increase actions, and video websites are expected to form a price alliance. The price increase of iQiyi’s membership rights may be a signal that the long video industry has entered the era of price increases.
Since the beginning of this year, iQiyi’s "Mist Theater" has launched a number of typified skits such as "The Hidden Corner" and "The Silent Truth", as well as variety shows such as "Blue You 2" to demonstrate the platform's content quality control capabilities. From an industry perspective, Mango TV’s explosive variety show "Lang Jie" and the recently announced "Mango Monsoon" plan also reflect the promotion of platform content specialization and quality; Tencent Video recently announced that it will invest 100 billion in content in the next three years Production creation. Kuang Shi said that with the gradual enrichment of the industry's high-quality content library, platform price increase logic will have stronger support, and the profitability of video websites will also be expected to increase.
is specific to the beneficiary targets. New Era Media analyst Ma Xiao believes that as the domestic film and television entertainment industry accelerates the production of high-quality products, the long-term video industry is expected to gradually deviate from low-price and new models and enter a new stage of differentiated content competition. Related benefits include: : Mango SuperMedia, iQiyi, Tencent Holdings, Bilibili.
