Are you watching any dramas recently?
For most friends who love watching dramas,
hope to avoid the interruption of advertisements.
Recently, a news has attracted the attention of netizens.
It is reported that the user experience survey of Tencent Video mentioned whether they are willing to for Ad-free and faster high-end version of Tencent Video premium .
The high-end version is ad-free
You can pay extra
Nandu reporters saw that on the special page where "Sauvignon Blanc" is gathered, you can pull down the "Open Day" column to see the entrance to "Register to Become a Product Experience Officer", which is marked above "Members are given priority".
After clicking to enter, the person filling in the form needs to enter their name, a mobile phone that can receive text messages, and a QQ number that can be used to join the group. The first question in the questionnaire is "Willing to pay for the high-end version of Tencent Video (no ads/faster/visual upgrade)" ) Is there an additional fee?”
As a single-choice question, in the “unwilling” option, Tencent Video even gave a more specific price line of “within 10 yuan a month”. Later, there was a related question in the questionnaire saying, "If you need to pay extra to use the high-end version of Tencent Video, what functions or gameplay do you most want/need/suggest to add?"
However, it seems that this is more like Tencent Video borrowing from the popularity While the series is being aired, users are being asked to "find out what's going on." It is not yet known whether there is a corresponding product form. Tencent Video has not yet made any response to whether will officially launch the product.
The issue of member rights of long videos
has been a hotly searched issue on the Internet in recent years
From the earliest "advance on-demand" that caused a huge emotional rebound among users, to the "finale screening" that appeared after the advance on-demand was cancelled, and then Recently, members have questioned the "matryoshka-style charging" of spending money to upgrade svip after watching more episodes. This is undoubtedly because the platform is doing its best to find more diversified monetization possibilities from members. As for Tencent Video’s intention to launch a high-end version this time, some netizens also questioned whether it was trying to make money in disguise.
Looking back at the operation of Tencent Video, is actually similar to the business logic of the lower-priced membership package that Netflix launched earlier but includes advertising.
A low-cost package for watching ads
brought 65% membership growth to Netflix
It is understood that Netflix finally gave up its 20-year ad-free membership subscription model in 2022 and launched a "basic with ads" membership that contains ads. Packages start at $6.99/month, which is cheaper than the lowest price of the ad-free membership package at the time.
This package means that users must watch video content that contains a certain amount of advertising, that is, exchange time for low-priced . If you don’t want to see ads at all, you can naturally choose to upgrade to a higher-priced membership package.
The Netflix membership levels shown in the figure are for the United States, and may be slightly different in other parts of the world.
This advertising plan has brought significant membership growth to Netflix -
In the first quarter of this year, Netflix's total revenue was US$9.37 billion, year-on-year. Growth was 14.8%, beating Wall Street expectations. The number of global subscribers totaled 269.6 million, a net increase of 9.33 million compared with the previous quarter, exceeding Wall Street expectations of 4.88 million.
Among them, the number of advertising members increased by as much as 65% month-on-month, and this data has also reached a similar high-speed growth in the past two quarters. Netflix revealed that more than 40% of registered users in Netflix’s advertising market come from advertising plans.
In addition, according to recent foreign media reports, Netflix has begun to consider launching a membership plan that is fully supported by advertising. Members can watch video content on the platform for free, provided that they also watch ads inserted by the platform. This action was piloted in Kenya in 2021, but then ended in 2023. It is reported that the free advertising plan may first be tested in Germany and Japan to attract users who are not willing to pay to subscribe to content to watch content on Netflix, which will also allow advertisers to expand their reach to users.
From this point of view, the advertising plan has become one of Netflix’s main strategies for increasing commercialization, and current data has also verified its effectiveness.
Discussion: Can
’s ad-free model bring increased membership income?
However, Tencent Video's move has also been questioned by some netizens on social media. said, "Who still remembers that users of the original video platform signed up for membership just to avoid watching ads?"
Judging from the current situation of the domestic long video industry Compared with Netflix, which has used a payment model to develop user consumption inertia from the beginning, domestic users have been in the consumption scenario of watching videos for free for a long time in the early days, so the payment price and form are more sensitive than foreign users.
Nandu reporter once reported that the long video industry has developed at an alarming rate in the past ten years. The 53rd "Statistical Report on China's Internet Development" released by the China Internet Network Information Center shows that as of December 2023, the number of online video users was 1.067 billion, an increase of 36.13 million from December 2022, accounting for 10% of the total number of Internet users. 97.7%.
This means that the industry cake is getting bigger and bigger, but the commercialization channels of each platform have not been enriched accordingly.
In addition, the membership growth of long video platforms is becoming increasingly sluggish. The early demographic dividend is about to disappear, and the number of members has begun to enter the stock market. The platform is not yet able to continuously and stably output high-quality content, and the monetization channels have not been diversified as expected. , it is not difficult to explain why the long video platform has been launching various membership services in a fancy way, actively promoting the refinement and differentiated development of the rights and interests of members at all levels, but behind it is still unresolved liquidity anxiety.
Tencent Video plans to be the first to launch an ad-free version of its product this time. I wonder if it can provide a new problem-solving idea for the entire industry?
Regarding the news that Tencent Video may release a "high-end version"
many netizens complained
Some netizens said
"Consider the full collection at once"
Have you opened a video platform membership?
What do you think of this?
Source丨Southern Metropolis Daily, Shenzhen Events (Copyright belongs to the original author, if there is any infringement, please contact us to delete)
