Where is the future of video charging?

The industry noted that iQIYI announced that its monthly paid VIP members had reached 5.017 million at the launch of the "Pay-Force" VIP Member Strategy Conference, which represents a year-on-year growth rate of 765 percent. This figure can be described in the industry as "one stone provokes the waves."

Now some Internet operators believe that the number and growth rate of VIP membership business announced by iQIYI reflect the huge potential of the Chinese video website's payment business. In fact, several mainstream video websites have already begun to work hard in the payment business and have also formed a certain scale in the continuous accumulation of users. However, compared with the overall audience of the video site, this group of people is still in a stage of growth, and it is mainly followed by the content. Therefore, this model of charging is a feasible way of realizing the Internet.

In my opinion, this behavior, this data, expressed, should be the "Internet users" to the "broad grid users" snap to the rhythm. As we all know, at present, domestic video websites still face profitability difficulties. The main source of income is still advertising, and business models need to be explored. Even when it comes to this growth, iQiyi seems to deliberately evade it. With more than 5 million VIP users, he did not say how much money he received or how much money he was preparing to receive. That is, the question of how much "hard value" is now is not clear. They are just very rich and comprehensive about the various ways of charging. In fact, these VIP users are trying to pay for "play", or can they be used as a source of money?

According to relevant data, iQiyi has 500 million users and 5,017 paid members, accounting for 1% of the total. The current monthly price is 19.8 yuan, while 90% of the members choose a monthly subscription and the renewal fee is 70%. Therefore, judging from this, one of the paying members still has a lot of room for growth. Second, the accumulation of users and the conversion into membership retention all require content and operations to maintain, and paying users will only become less and less, and finally become intangible and become “alienable eggs”.

However, many previous "Internet experts" said that the Internet is free, it is the best business model. At present, iQiyi is developing VIP users to pay premiums. Is it because of the high profitability requirements? The Xiangxi Li combines industry-related information and discusses this issue with everyone.


However, the industry has denied this issue. They believe that the fees for iQiyi are dictated by the situation and also caused by trends. Initially, the video site was free for lap traffic and users, but now, the players who “run out of the track” will focus on cashing out in the next phase. In addition, advertising revenue cannot offset content, operation, and technical costs. The so-called “free lunch” has exposed the embarrassment and free users have grown up to fat pigs. Now it is time to kill a group of people who eat meat and sell meat. Sold a good price. With regard to the charging environment, it has now been nurtured slightly more than in the first three or four years. This is under the dual promotion of "an official piracy crackdown" and "merchants making payment experience", and the environment has improved. After this, it is the paying people who are increasingly transferring to the original Internet users.

However, it cannot be overlooked that iqiyi has been working hard on content in recent years. The major video sites have always been committed to buying different copyrighted content. While constructing their respective libraries, the homogenization trend of video sites has become increasingly prominent. In the years of idiosyncratic competition, iQiyi gradually explored the following features: : 1. Shorten the cinema window period; 2. Clearly buy the copyright; 3, "Pure net production + pure network distribution" establish the brand / 4, nurture "pure net movie", in other words, these films are only released on the Internet, only love Fantastic art VIP users can watch. The attractiveness of these high-quality content to netizens is also a very big aspect, that is, according to the logic of transactions, as long as the value is comparable, someone is willing to pay.

In this way, in the author's view, at least in terms of form, Iqiyi's fee-based business model is getting closer to the commercial charging model of the radio and television network. However, in spite of this, Radio and TV Cable's charges are monopolistic, so it is necessary to pay attention to screening. In other words, the wide-grid power grid is a monopoly-type traditional charge, while iQiyi is a market-competitive charge. There are essential differences.

So, although the iQIYI VIP charging user is still a bit "stunt", but this is an inevitable trend in the future, whether this road is dead or alive, they must all go. In fact, the success of the predecessor who had the predecessor's past success was the success of the epitaph. Perhaps this is because Iqiyi is pioneering the Internet and may be able to make a killing. Only carelessness can become a bone.

However, for such concerns, people of insight in the industry believe that in case of misfortune, let them be martyrs. In short, this mall, like a battlefield, is such fate. You don't have to worry about it. They have their own ways of playing and living.

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