The wind of the video payment model has blown up, who is dragging the leg?

Recently, iQiyi announced the data of its paying members. As of June 15, 2015, the number of paying users in the state of iQIyi has reached 5.017 million, a year-on-year growth rate of 765%. Gong Yu said frankly that the wind of video payment mode has begun to blow up.


Ali also plans to enter the pay model and set up his own online video platform TBO. The platform will provide domestic and foreign film and television programs, as well as Ali's internally produced programs. To become China's HBO and Netflix, 90% of the content needs to be paid for viewing.

The news on the festival was frequently reported: The business model of the video industry is entering a turning point, and the charging model will become the mainstream business model outside of the video advertising model.

The Internet population has already exceeded half of the national population, and young people are also changing the viewing mode. The number of mobile-viewing users is increasing, and television users are declining. The conditions for paying for videos have become increasingly visible, but there are also many stumbling blocks that hinder the implementation of domestic payment models. Let's take a look at the following:

Audience's viewing habits

The payment habits of domestic Internet users are not well developed. Compared with paid subscriptions, domestic viewers are more likely to accept video content commercials.

Although the Chinese audience is a powerful force in movie consumption, last year China’s movie box office reached US$4.8 billion, second only to the United States, ranking second in the world. They are willing to go to the theater to spend money, but do not accept online pay fees. Domestic audiences are often influenced by this kind of consciousness: If you have to pay for movies at home, why not choose to go to the cinema? Although the former is more economical, the waiting time is also quite a lot. Furthermore, the cinematic and online viewing experiences are totally incommensurable. Pay TV drama is unprecedented in China.

Pirates never stop, "seeds" prevail

Although many download sites have been closed and domestic copyright protection has been increasingly valued, it still cannot change the enthusiasm of domestic users to find piracy online. There is now a new way of piracy. “Enthusiastic” netizens store pirated resources in a web disk, spread link addresses and passwords through social networking sites, and spread pirated resources through sharing links. This kind of piracy is hidden, it is difficult to check, and the cloud has become a “hit area” for such piracy.

In addition, on-demand video content that is publicly displayed in China is usually subject to censorship, and the source of pirated movies is usually sufficient, and even some DVDs include additional fascinating content. In addition to the implementation of China's “out-of-order” order, this is no lack of “convenient channels” for domestic audiences to watch foreign dramas simultaneously. In recent days, Sohu Video has sneaked into the court the video website of the single-play Korean drama producer who has not yet commenced broadcasting in China.

Payment channel is not convenient

The payment method for foreign pay-TV programs is usually monthly, and the user will automatically deduct the fees from the bank card after the second month of registration. However, in China, there is no such business model between banks and Internet companies. Although it is a monthly subscription, users still need to pay a separate fee every month, which leads to a much lower renewal rate.

In addition, the process of charging foreign bank cards on the Internet is quite complete. However, in China, the entire process has not been established. In addition, users hold various bank cards, resulting in a high overall cost for banks to make online payments. Too many people give up because of the bank's online payment problem, and third-party payment methods do not go beyond this.

The low quality content is flawed

If you say that habits can be cultivated slowly; the copyright issue will also become more and more standard; payment channels will gradually improve, then the biggest obstacle to the implementation of the domestic video model than the Chinese TV drama, movie content quality. In the top section of the festival, the video site revealed that as soon as next year, the network will be able to pay the current domestic drama. However, the current situation is that even in the case of free viewing, domestic dramas are also much discarded by users.

Most of the domestic dramas hope that it will play a role in eliminating problems, educating the public, broadening their horizons, and triggering thinking. They just hope that they can respect the logic and intelligence of the audience. Domestic TV dramas have many popular slots. In recent years, the popular domestic dramas in the streets have often been not due to the fact that the drama is really outstanding. A considerable part of it is precisely because of its numerous slots, which have been criticized:

1, a single theme, rumination into sex. Different from the matured American dramas with paid subscription models, domestic dramas are affected by the review policy and the ability of domestic film and television drama creation. The themes are relatively single, and they are mostly concentrated in the anti-Japanese, spy warfare, costume and Xian Xia fields. The national drama follows the trend seriously. Once any television drama is successful, movies of the same subject matter appear in a spurt manner. Most of the plots are surprisingly similar.

The monotony of the subject matter has also led to serious refurbishment of the old drama. The popularity of the original work, the characters and the story framework can often promote its rapid success. Therefore, the classic works will almost always be remade every few years. In the past two years, the four masterpieces and classic martial arts have almost been reprinted. Each remake for new ideas, was reorganized more and more away from the theme of the original book. If Li Shaohong's version of Lin Daiyu's naked death is for the purpose of sublimation, the emotional drama of Sun Wukong and Bai Gujing in the new Journey to the West has no idea what to do.

2, story dog ​​blood, exaggerated bizarre. The confusion of the film and television industry in the Mainland has been obvious to all in the past few years. Everyone mentions that domestic dramas can't help but add the word “god” to jokingly call it bizarre. Among them, ancient costumes and anti-Japanese TV dramas are the main ones, and a considerable part only considers the cost of interest and does not consider whether the content is reasonable or not. In costume dramas, frequent shots of the gangs are common, and common sense mistakes are common. For example, Shang Wang led a group of cavalry who began to appear in the Han Dynasty and rushed out of Chaoge. In addition, there is no professional prop company in the country, resulting in the phenomenon of passing through, disorder, and roughness in the use of props. Anti-Japanese TV dramas have become increasingly entertaining. There are many bizarre plots such as shredded devils and grenades.

3, adapted imbalance, point Jincheng iron. Popular Internet novels have been remade into more and more television dramas, but their quality has been unsightly. Although the hit rate of such TV dramas is often high, click rates and word-of-mouth tend to be extremely disproportionate. After the adaptation of the story and the large original book, the character of the novel was destroyed, the improper addition and subtraction of the characters, and the poor production became the main reasons for the book's strong anti-antigen work. The recent hits of online literature repertoires and thousands of bones, tomb notes are also ridiculed by netizens. Tomb notes only broadcast the leader collection, and the click rate has already broken through 100 million. It has occupied the top spot for Sina Weibo’s hot topics for two days in a row, but most of the original fans’ tantrums are opened. The major websites have made slot collections and become a derivative point of view.

The buzzing sounds have not affected the national opera's plan to make money. The movie and television industry has even seen the strangeness that some people have looked at. Some of the dramas are eye-popping, and there are many controversial points. At present, fan TV dramas and profit-making TV dramas are smashing, and this type of TV drama will only bet on the casting corner. The Chinese drama is like fire, and it seems that there is no need to make it well. As long as the actors are popular and have high facial expressions. A huge fan base will solve the rest.

A large audience base and scarce quality content have made home-made dramas more successful. A large number of crude television dramas are widely seen in David, but also earn enough money. However, this phenomenon is difficult to exist in pay-per-view mode. If the domestic audience is tolerant, it will not be willing to spend money on monkeys.

Someone said that foreign films are made out of money, and domestic films are used to make money. If the Chinese drama really wants to charge subscriptions, it would be the first to get rid of the impetuousness of making money. If we say that the big environment for the charges for the national opera is already in place, the lack of respect for the east is to respect the quality of the audience.

Although Chinese viewers are accustomed to free content, they are not unwilling to pay. As long as the content is good enough and attractive enough, paid-view dramas are also a matter of course in China.

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