For those who have won the silk, they have become the new creed of success in the industry. In particular, it has been proved that its power has been numerous in the Internet field. But in fact, there will always be "exceptions". In the video industry, not to mention reeling silk, is to be able to gather local tyrants, geeks, otaku, corrupt women, literary youth, ordinary youth and other massive video users, did not dare to say that they have been successful.
The leader of the video industry is YouTube with 1 billion monthly users. After being “acquired†by Google for nine years, it is still not profitable. In 2014, YouTube’s total revenue reached US$4 billion, but it has not contributed to profitability. There are many reasons for this kind of "simple survival." Many of them have the same regret as the sluggishness of the domestic video industry.
Low loyalty, users are rootless duckweed
With 1 billion monthly users, YouTube is the king of video sites worldwide. But despite the large number of users, loyalty is actually not high. This is mainly because the user does not click the YouTube website to watch the video directly. Instead, he clicks on the links from social networking websites such as Twitter and Facebook and other websites. The powerful websites represented by Twitter, Facebook, etc. all began to build their own video platforms, and they also diverted YouTube users. Under such circumstances, the size of YouTube users may seem large, but it is not stable, and revenue naturally cannot be discussed.
Domestic video sites also have the same low level of user loyalty, even worse. Users are like rootless duckweed, reciprocating back and forth across multiple video sites. The most typical example is to compete for users. Almost all video websites have invested heavily in the purchase of movies and TV programs, variety shows and other copyrights. The end result is that copyright fees have gone up, and video sites have killed 1000 and damaged 800. No one was able to discuss it. Users still searched for videos in multiple video sites. The stickiness was almost zero. Even Tencent’s QQ Dafa and WeChat Dafa are losing their inherent power in video.
There are many headline parties and the content is uneven
There is no shortage of exciting videos on YouTube, and the number of clicks is also high and scary - Jiangnan Style has more than 2 billion hits! And based on Google's search technology, YouTube's ability to search for great videos is unquestionable. But despite this, YouTube is still flooded with a large number of "headline party" videos, which have very low quality content and even appear to be just a pile of "junk." YouTube is like an ocean, and the spam is like oil pollution, causing great damage to its brand image. Many video authors and users began to change platforms.
The domestic video websites are also filled with all kinds of meaningless, non-stick, bottomless and even old-fashioned videos. For example, on Youku, you can often see certain headlines with “absorbed†content and empty content videos. This wastes the user’s enthusiasm and waits for advertisements, and affects the overall impression of Youku. Users are naturally unwilling to Pay for Youku's many value-added services.
A single profit model, advertising is the only "collection means"
For video sites, network devices, bandwidth, royalties, video author bonuses, etc. are no small expenses. However, its profit model is very simple and it tends to be dominated by advertising. Even YouTube is no exception. After launching skippable ads in 2010, YouTube’s revenue has grown rapidly. But today, five years later, it is still such a model. There has been little change. It has completely failed to keep up with the development of the times and changes in users' payment and consumption habits.
Not to mention domestic video websites, YouTube is a copy of the profit model, and advertising and membership have become the main revenue. Even the introduction of so-called smart hardware products has not been accepted by mass users. The single profit model directly results in no explosive growth in the revenue of the entire video industry, which is not directly proportional to the overall development of the industry.
Positively turning, new tools will highlight the importance
As the world’s largest video site with the largest number of users, YouTube’s status quo represents the industry’s dilemma. To get rid of this "half-death" situation, we must actively turn around and seek for change in gains through the latest means. Improving user loyalty is an imminent problem, and to do this requires multiple efforts.
Currently, YouTube plans to launch autoplay features like Vine and Instagram to improve the user experience. This point is worth learning from domestic video sites. In addition, the streaming media subscription service is a user-friendly subscription consumption mode that must be added. In November last year, YouTube launched a subscription music music service YouTube Music Key with an invitation system. The monthly fee after the promotion period is 9.99 US dollars, no advertising, and provides offline playback and background playback of Android devices. This will not only increase user experience and loyalty, but also provide more stable and predictable revenue.
Domestic video websites do not have to follow YouTube's steps and learn from them. They must develop new methods that are reasonable and practical to continue their sustainable development based on the specific conditions of the domestic video market, consumer spending habits, and payment scenarios. situation. Only in this way can we ensure that we will not be eliminated in the cruel market competition.
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