On the 28th, Tencent Video announced that its paying members exceeded 43 million. This figure broke the industry's historical record.
Since 2016, the number of major online video paying members in China has started to increase dramatically. This phenomenon has brought about the excitement of the industry. “Content payment†has been accepted by more and more users, and the online video industry may eventually escape. In the past, the "unlocked copyright, fight ads" circle.
The data released by Tencent on the 28th showed that since November 2016, the number of its members has achieved a rapid growth from 20 million to 43 million. In measuring the core indicators of the comprehensive competitiveness of video websites, the daily active users of Tencent Mobile's mobile terminal The number of active users, total length of use, total usages, etc., all rank first in the industry and lead the first camp. The change of numbers proves once again that online video has entered another dimension of competition in 2017.
In this regard, Tencent’s chief operating officer and Ren Yujun, president of the online media business group, believes that the 43 million paid users scale not only makes Tencent’s video content, business, and users trinity ecosystem work more smoothly, but also allows Tencent’s Wenchuang Layout, with an important strategic weight, Internet + film and television has more possibilities and more optimistic prospects.
For the development of online video services, Sun Zhonghuai, vice president of Tencent, said that the video industry has gone through two stages before. One is the enclosure movement with traffic as the core, which has led to the explosive growth of online audio and video copyright content; Relying on the exclusive content of the business, it has objectively promoted the self-made leap forward of the network audio-visual industry, and has also established the industry structure that is now triumphant. Now the entire industry is going through the third stage. With the payment scale of mainstream video sites gradually reaching a certain base, well-produced, highly-portable, high-volume, quality content will become the core competitiveness. The competition for video websites is not only quantitative but also qualitative.
Taking a look at the rapid growth of Tencent Video's paid membership business, it also benefits from the continuous broadcasting and comprehensive layout of premium content.
The full-scale launch of the TV series, variety shows, animation, children and other fields and the continuous presentation of explosive content have effectively promoted the rapid growth of the membership. Among them, copyright dramas such as "Surgical Storm", "Year of the Year" and Tencent Video's innovative member layout model excavated a huge space for member business growth.
Insiders believe that for video sites, the scale of paid users means a more stable source of income. Compared to advertising models, this is a more stable revenue structure, which helps to help video sites in content procurement and content. Improve production and user experience.
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