text | Muyu
"Farming Bar" caused a lot of noise when it lost fans. Many Hehuo people hope that Mango will poach "Ten Qintian". After all, Mango is really good at making variety show group portraits, and the "hospital person" is Best example.
After the topic #地吧fanLetMangoPoachTenQintian# became a hot search topic, the "credits" (fans from the hospital) persuaded Hehuo to quit with one sentence: Stop making trouble, Mango's "Cut" that you can't stand.
didn't quite understand this sentence at the time, but recently with the launch of "Escape Room 6 Master Edition" and the "year-round plan for hospital staff" has gradually been implemented, I finally have a real sense of how "cutting" Mango is.
Take "Escape Room 6 Master Edition" which premiered on July 25 as an example. Pu Yixing, Wen Tao, He Yunchen and other "amateur" player versions of "Escape" with good looks and high IQs were updated for the first time. There are two programs, a party and a feature film, both of which require payment to watch. The payment here at
does not only refer to the VIP membership of 30 yuan a month, but on the basis of the Mango membership of , you need to pay an additional of 12 yuan per episode to watch the program. And 12 yuan is actually a special price for members. The purchase price for non-members is 24 yuan per episode, which is almost as much as the price of a movie ticket.
In addition, it is worth noting that even if you pay extra to purchase a program, it is only valid for one year, which means that unless the program is transferred to exemption after one year, viewers will need to pay again if they want to review the program.
The "cutting of leeks" was done blatantly. Although the fans were unwilling to do so, they still obeyed. As of press time, the single episode of the "Escape 6 Master Edition" advance party has been viewed more than 50 million times, and the number of views of the first feature film has also exceeded 10 million.
And "Escape 6 Master Edition" is not a special case. The "Great Detective Experience Edition" in the "Yuan Ren Plan 2" also costs 12 yuan for a single episode for members and 24 yuan for non-members. The other one is slightly cheaper. The option is all six episodes for $48. Although the cut is blatant, the broadcast volume of each program can exceed 10 million, and the audience and purchasing power have stabilized.
In fact, whether it is "Escape 6 Master Edition" or "Detective Experience Edition", the "Year-round Plan" is essentially a member-customized variety show, which is not affected by the investment situation, but is based on member users. Developing content based on the preferences and needs is more "to c" (directly facing the user) in terms of communication scope and profit model.
For viewers, the "VIP + pay per episode" profit model of variety shows is indeed very "cut", but at a time when it is difficult to attract investment in the entire variety show market, the success of Mango member-customized variety shows provides more possibilities for the transformation of domestic variety shows .
Take money directly from users’ pockets
Why does the platform create member-customized variety shows? It is difficult for the "cut" audience to understand.
In fact, in the final analysis, it is a question of making money. The profit model of long video platforms is mainly b-side commercial advertising and c-side membership subscriptions, while the profit source of traditional domestic variety shows mainly relies on the former, which is advertising investment.
But the current situation is that the variety show market continues to be cold, and there are fewer and fewer brands investing in variety shows. The only budget the sponsor dad has is given to more reliable "old-name" variety n-generation or platform S-level projects. Some middle-waist non-S-level variety shows are facing the dilemma of "naked broadcast" or suspension. For example, Youku's "Chaoyang Dage Center" was temporarily "cancelled" because it could not attract business, and "Escape Room" 》The overall title sponsor of previous seasons, Mirinda, has also disappeared in the latest sixth season.
Under the difficult situation of attracting investment, the traditional variety show profit model is definitely becoming more and more unworkable, so it is not S-level. What to do with the project? How can a small-scale variety show still make money?
For Mango, which has always been at the top of the variety show market, it is undoubtedly the most affected by the difficulty of attracting investment. The to B model cannot work in non-S-level projects. , so mango chose to transform to to c and directly pay for from users' pockets.
In fact, to c variety shows are not uncommon in the market. The long video platform launches member value-added services such as member previews and member-derived content, which are used to attract new members and stabilize members by increasing member rights. They are also a type of variety show to c. Manifestations.
However, relatively speaking, the content creation space and profit space brought by membership value-added services are limited, and it cannot form an independent variety show. In essence, it still relies on the traditional variety show profit model, while Mango seeks independent member-customized variety shows. , represented by the successful creation of the Academy series. The
Academy Series is a program created around many "amateur" idols such as Wen Tao, Pu Yixing, Qi Sijun, , etc. It is derived from two ace variety shows of Mango TV. It was originally intended to provide escape room reviews for "Escape Room" and for "Escape Room". "Star Detective" selected detective assistants, and launched "Escape Room Master Edition" and "Star Detective: Detective Academy" in 2019, achieving unexpected success.
On the one hand, the people in the academy have their own unique charm. High IQ, high education, and good looks are the tools to attract fans. On the other hand, thanks to Mango’s content operation, they speculate on CP and group souls, and “the academy” The concept of "boy group" gradually formed, and the group of "credits" (the name of fans of the academy members) also began to grow, forming an influential fan circle.
As the IPs of "Yuanren" gradually mature, the audience group tends to be stable, the fan circle is highly active and sticky, and has released a very high commercial value. This is the premise for Mango to create member-customized variety shows around the "Yuanren". The special thing about
's member-customized variety shows that are directly facing the user is that since it is not affected by investment, there is no need to pursue topicality and popularity in content production. It only needs to serve a specific VIP audience group and produce content according to the user's preferences and needs. . On the other hand, customized variety shows that are only visible to members also mean that the program has a limited dissemination scope. It basically bids farewell to sponsors and can only rely on member income to cover costs. Therefore, the stable audience and purchasing power of are the success of member-customized variety shows and the Academy series. The key to .
At present, the "Nanbowan's Gathering" and "Forest Evolution" series created by Mango around the Academy members are all independent member-customized variety shows, while "Escape 6 Master Edition" and "Academy People's Year-round Plan" to be released in 2024 are On the basis of membership customization, a single-episode payment model has been launched, which also means that the to c variety show model of the Academy series has been passed through.
With the success of the "Yuan Ren" series, Mango TV wants more than that.
officially transformed into TO C
html On July 16, Mango TV released a new member variety show brand " small fun variety ", officially transforming into TO C variety shows.In the Xiaofun variety film list, in addition to the familiar series of variety shows "Detective Academy 8" and "Jungle Evolution 2", regular star variety shows and Mango TV's classic variety show IPs have also opened the membership customization mode, and the number has been More than 10 movies.
For example, the recently aired "My Girl 2024" is a reality show focusing on celebrities living alone; the friend variety show "Happy Adults 2" with Shen Yue as the core is a self-help group variety show focusing on the happy life of contemporary young people. , are all Mango’s classic IPs.
In addition, variety shows that create differentiated content have also opened up to c mode, such as "Panda Family" focusing on the protection and cultivation of giant pandas, the reality show "Little Hollywood" focusing on the survival and employment of Hengdian actors, and Wanhetianyi's Tuanzong's "One Game from a Thousand Miles"...will be put on the shelves in a member-only mode.
In the past, variety shows were free to watch, but now you need VIP or SVIP to watch variety shows, and you even have to pay for individual episodes. Will there be any viewers who pay for them? Whether to c variety shows can achieve the expected results and whether the membership customization model can continue is a question that requires continued observation.
Excluding the family series that have a relatively mature membership customization model, take the regular star variety show "My Girl 2024" as an example. As of press time, the program has been online for a total of 21 days, and the average number of views for a single episode is about 50 million. The third The highest number of views of the feature film in the issue exceeded 70 million.
Comparing "My Girl 2", which has been completed for four years, with a single episode of about 80 million views, "My Girl 2024" did not perform too badly in the member-only mode, and did not make a big difference. difference.
In fact, Mango TV has significant advantages on the innovation path of national comprehensive transformation to c. First, Mango has a strong appeal in the variety show market, and Mango variety show itself is a very valuable IP; second, Mango has a large number of classic variety show IPs, including the Academy series, the popular "My Girl", etc.; It is Mango that is often able to innovate and create differentiated content at the content level. For example, "Panda Family", which is based on the popular panda, has an average of nearly 70 million views on the VIP feature set.
Objectively speaking, the success of Mango member-customized variety shows is based on the platform's own advantages. In addition to providing a more diversified business model for the variety show itself, the to c model also brings foreseeable benefits.
On the one hand, while minimizing the impact of investment promotion, variety shows have greater creative space. At the same time, it also forces the platform to attract viewers to pay with higher-quality customized content. For the creation of variety show content, Positive impact;
On the other hand, when the membership growth of the long video platform slows down, high-quality to c variety shows can bring considerable membership conversions, increase member user stickiness, cultivate the audience's awareness of payment, and drive the platform membership business. increase.
However, it is not yet certain whether this To C model and its benefits can radiate to the entire variety show market. At present, iQiyi, Youku, and Tencent are in the wait-and-see stage for To C variety shows, and they are still focusing on providing additional updates and unfinished content. Member value-added services such as broadcast clips. In the context of overall poor investment in the variety show market, whether independent member-customized variety shows will become a common choice for Aiyu Tengmang is worthy of the market's expectations.
