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爱优腾连年亏损 控制内容成本为关键

来源:新浪科技 2020-05-27 16:45中投投资咨询网 A-A+

诸城在线配资  ZUIJINYIZHOU,“AIYOUTENG”SANJIATOUBUZAIXIANSHIPINPINGTAIJUNGONGBULE2020NIANDIYIJIDUCAIBAO。YIQINGQIJIAN,ZUOYONGLIULIANGHONGLIDEGEPINGTAIJIUJINGJIAOCHULEZENYANGDEDAJUANNI?CONGSANJIAPINGTAIYIJIDUDECAIBAOLAIKAN,NEIRONGCHENGBENGAOQI、YONGHUFUFEIYIYUANDI、DUANSHIPINFENLIU、SHOURUWUFAFUGAICHENGBENRENGJIUSHIXINGYENEIWUFAJIEJUEDENANTI,JUEKUISUNDEZAIXIANSHIPINPINGTAIMENYINGLISIHUYAOYAOWUQI。

  在此之下,控制内容成本、推出新会员服务、布局短视频诸城在线配资领域这三方面改变成为了行业内的共识。迈入“亿级会员”的第二年,视频平台寻找业务增量的脚步从未停止。

  爱优腾连年亏损,控制内容成本为关键

诸城在线配资  NEIRONGCHENGBENDELIANNIANSHANGZHANG,RANGSHIPINPINGTAIMENDUONIANYILAIYIZHICHUYU“RUBUFUCHU”DEZHUANGTAI。JINGUAN“AIYOUTENG”SANPINGTAIYIZHANLING期货配资 70%YISHANGDESHICHANGFENE,DANRENGBUNENGBAITUOKUISUNDEKUNJING。

  JUCAIBAO,AIQIYIYIJIDUYINGSHOU76YIYUAN,TONGBIZENGZHANG9%;JINGKUISUN29YIYUAN,QUNIANTONGQIJINGKUISUN18YIYUAN,TONGBIKUODA61%。SHOUYIQINGYINGXIANG,GONGSIZAIXIANGUANGGAOFUWUSHOURUTONGBIXIAJIANG27%,GONGJI15YIYUAN;NEIRONGFENXIAOYEWUSHOURU6YIYUAN,TONGBIZENGZHANG29%,AIQIYIBIAOSHI,ZENGZHANGYUANYINSHIPINGTAIGAOZHILIANGNEIRONGDEZENGJIA。

  阿里文娱版块归属数字媒体和娱乐业务(优酷)本季度营收74亿元,同比增长14%,主要归于2019年3月合并阿里诸城在线配资巴巴影业;经调整后的EBITA亏损33亿元,去年同期为60.4亿元,同比收窄,这主要是由于优酷控制了内容支出,进而降低了内容成本。

  腾讯视频虽未有公开的财报数据佐证,但2019年三季度财报显示,由于视频招商广告收入下跌所致,腾讯诸城在线配资媒体广告收入同比降28%至37亿元。而从腾讯视频采信数据也可以看出,广告主对营销预算的预计增速从2018年的27%下降到2019年的19%。

诸城在线配资  YOUZHINEIRONGDAILAIYONGHUZENGZHANG,YONGHUZENGZHANGDAILAIGUANGGAOSHOURU,ZAIZHEIYISHANGYELUOJIXIA,GUOQUJINIAN,SHIPINWANGZHANFENFENTOURUBANQUANDEZHENGDUOZHONG,DANJICAIGOUCHENGBENHONGTAIZHISHANGQIANWAN,GUANGGAOSHOURUQUEWUFAYUZHIPIPEI。

  自2018年开始,各平台逐渐意识到这一问题,内容采购和制作成本开始明显下降。头部版权诸城在线配资剧的采购成本从超1500万每集回落至800万以下,演员薪酬也在下降。“之前一线演员的价格高达1.5亿以上,现在降到了每部剧5000万以下,除此之外,制作方面的规则也在进一步调整。”爱奇艺CEO龚宇在一季度财报会中谈到。而在疫情冲击下,广告收入也在继续减少,控制内容成本成为了视频平台的首要任务。普华永道全球TMT主管合伙人周伟然指出,自制影视剧将成为视频网站降低成本的首选,在版权环境愈发恶劣,版权价格在恶性竞争中水涨船高的情况下,原创内容成为共同的选择。

  疫情时期流量红利爆发,视频品台推新会员体系“自救”

  ZAIYIQINGQIJIAN,“ZHAIJINGJI”YINGXIANGXIADEZAIXIANSHIPINPINGTAICHANSHENGLEBAOFAXINGDELIULIANGHONGLI。QuestMobileSHUJUXIANSHI,ZAICHUNJIEZHANGJIAQIJIAN,ZUOWEIZHANGSHIPINAppDIYITIDUIDEAIQIYI、TENGXUNSHIPINRIHUOYONGHUSHIYONGCISHUJUNBAOCHIZAI8YISHANGXIA;BAOKUOYOUKUZAINEIDEQITAZHANGSHIPINAppRIHUOYONGHUSHUYECHENGXIANCHIXUPANSHENGDETAISHI。

诸城在线配资  ZHEIYILIULIANGHONGLIYETIXIANZAIYEJIZHONG。JUCAIBAO,JIEZHI3YUEMO,AIQIYIDINGYUEHUIYUANDADAO1.19YI,TONGBIZENGZHANG23%,HUIYUANGUIMODANJIJINGZENG1200WAN,HUIYUANFUWUSHOURU46YIYUAN,TONGBIZENGZHANG35%;TENGXUNSHIPINFUWUHUIYUANSHUTONGBIZENGZHANG26%ZHI1.12YI,DANJIJINGZENG600WAN。

  SUIZHEFUFEIHUIYUANXIGUANDEYANGCHENG,HUIYUANSHOURUYICHENGWEIYOUAITENGDENGZAIXIANSHIPINPINGTAIYINGSHOUDEZHONGYAOBUFEN。ZUOWEIZAITENGXUNCAIBAOZHONGWEIYIPILUCHUDESHUJU,TENGXUNSHIPINHUIYUANSHULIANGJIRIHUOYONGHUSHANGSHENG,ZHUYAOTIXIANZAIZIZHIDONGHUAJIDIANSHIJUSHANG,LIRU《DOULUODALUDISANJI》JI《SANSHENGSANSHIZHENSHANGSHU》DENG;AIQIYIYIRAN,HUIYUANZENGZHANGZHUYAOLAIZIQIDUBOJU《AIQINGGONGYU5》JIYUANCHUANGZONGYI《QINGCHUNYOUNI2》DEHUOBAO。RANER,HUIYUANSHOURUYIRANWUFAFUGAIJUEDECHENGBEN,SHIPINPINGTAIKAISHIZAIHUIYUANCHAYIHUAFUWUSHANGZUOCHUCHANGSHI。2019NIAN8YUE,TENGXUNSHIPINLVXIANZAIDUBOJU《CHENQINGLING》ZHONGKAIQI“CHAOQIANDIANBO”MOSHI,MEIJI6YUAN。SHUJUXIANSHI,TENGXUNSHIPINZAI《CHENQINGLING》DAJIEJUBOCHUDANGTIANJIUYIRUZHANG7800WANYUAN,YOUYENEIRENSHITOULU,《CHENQINGLING》CHAOQIANDIANBOSHOURUZONGJIDA1.56YIYUAN。

  CIHOU,BAOKUOAIYOUTENGZAINEIDE期货配资 ZHULIUSHIPINPINGTAIJUNCAIYONG“CHAOQIANDIANBO”ZHEIYIMOSHI,JIAGEWENDINGZAI3YUANMEIJI。“PINGTAIDETOUBUWANGJUMUQIANCHABUDUODOUSHICHAOQIANDIANBO。XIANZAIYOUKU、MANGGUOYEJINLAILE,ZHEIJIANSHIJIUBIANDECHANGTAIHUALE。”YUNHESHUJUFENXISHILIHONGMEISHUODAO。

  5月23日,区别于其他视频平台的短期付费模式,爱奇艺正式推出全新的会员服务——星钻VIP会员,定价每月60元,连续包月40元,连续包年为398元(每月平均33.2元)。爱奇艺原有黄金VIP会员定价保持不变,单月定价25元,连续包月19元,连续包年218元(每月平均18.17元)。以此计算,按月购买星钻会员的售价大约是黄金诸城在线配资会员的2.4倍,连续包年则为1.83倍。

  JUJIZHELEJIE,XINGZUANHUIYUANKEMIANFEIGUANKANAIQIYICHAOQIANDIANBOJUJIHEXINGZUANYINGYUANDIANYING,TONGSHIHAIJIANGXIANGSHOUQIYIGUOXINGZUANHUIYUAN、FUNHUIYUAN、WENXUEHUIYUANDENGAIQIYIQIXIAYEWUQUANYI,BINGKETONGGUOYIDONGSHEBEI、ZHINENGDIANSHIJIDIANNAODENGGUANKAN。ZHEIYIMOSHIYUGUOWAILIUMEITIJUTOUNetflixDECHANGSHIYOUXIEXUBUTONG,HOUZHEYICIXINGTUICHUNEIRONG,HUIYUANFENJIZHUYAOQUFENZAISHEBEIHEHUAZHITIYANLIANGFANGMIAN。MOUYINGSHITOUZIRENSHIRENWEI,期货配资 WAIHUANJINGBUTONG,期货配资 SHIPINWANGZHANHAISHIYAOJIYUGUANZHONGDEGUANJUXUQIUQUZUOYIXIETANSUO。

  YUNHESHUJUCEOLIXUELINBIAOSHI,ZAICIMOSHIXIA,YOUSHIJUHEPUTONGJUDESHOURUCHAJUHUIBEILADEHENDA,ZHANGYUANLAIKANKENENGHUIYINGXIANGDAOSHANGYOUDENEIRONGSHENGCHANHUANJIE。TAJINYIBUJIESHICHENG,“ZHIQIANSHIPINXINGYESHIto BCAIGOUDEMOSHI,PINGTAIYICIXINGMAIDUANPIANFANGSHOULIDEJU,NEIRONGTIGONGFANGDESHOURUHEYONGHUDUANDEBOFANGBIAOXIANMEIGUANXI。”

诸城在线配资  GUIGENJIEDI,RUHEXUNZHAOHUIYUANZENGZHIKONGJIANYUYONGHUQUANYIZHIJIANDEPINGHENGDIAN,CHENGWEILEZHENGGESHIPINXINGYEJIXUTANSUODEGUANJIAN。AIQIYIDEZHEIYIDIAOZHENG,YOUHUOJIANGYINFA期货配资 GUANYUSHIPINHUIYUANTIXIDEXINYILUNBIANGE。

  流量见顶之下,长短视频融合或成新增长点

诸城在线配资  LIULIANGBAOHE,HONGLIJIANDING,SHIPINXINGYEJINGZHENGYIJINRUXIABANCHANG。ZHANGDUANSHIPINHUXIANGRONGHE,CONGERJIANLIZHANNEIWANZHENGDESHENGTAIXUNHUAN,CHENGWEILESHIPINPINGTAIMENTONGYONGDEZHANLVEDAFA。

  事实上,以“爱优腾”为首的长视频平台早已意识到短视频市场的重要性。腾讯视频曾先后推出短视频产品“微视”、“yoo视频”等,并内测微信视频号功能;爱奇艺则在其App上试水“爱奇艺号”自制短视频内容区;优酷也于今年初发布短剧短综招募令,正式加入短视频赛道。

诸城在线配资  JINNIAN2YUE,AIQIYICEOGONGYUZAICAIBAOHUIYISHANGZHENGSHIXUANBU,JIANGTUICHUDUIBIAOYouTubeDEDUANSHIPINApp“SUIKE”,BUJIUZHIHOUDE4YUE,SUIKEZHENGSHISHANGXIAN。“5GHEAIJISHUDEBUSHUZHENGZAIBUDUANJIAQIANG,LEISIYouTubeMOSHIDESHICHANGJIANGZAIWEILAI2、3NIANXIANZHUZENGZHANG。”GONGYURENWEI。

  SUIKEDEZHENGSHITUICHU,YIWEIZHEZHANGSHIPINPINGTAIZHENGZAISHITUTONGGUORUJUDUANSHIPINDENGLINGYUKUODAZIJIDEYINGXIANGLIBANJING,CONGERQIANGZHANYONGHUBINGXUNZHAOXINDEZENGZHANGDIAN。ERZAILINGYIFANG,YIDOUYIN、KUAISHOUWEIDAIBIAODEDUANSHIPINPINGTAIYEZAIJIJIBUJUZHANGSHIPINYEWU。

诸城在线配资  2018NIAN,ZIJIETIAODONGGUANFANG配资开户 YINGSHIJUJIHEZONGYIDENGXIANGMUGANGWEI,TONGSHILIANHEQIXIAXIGUASHIPINDAZAOYUANSHENGZONGYIIP,CANYUZHIZUOYUANCHUANGNEIRONG。JINNIANCHU,ZIJIETIAODONGCHIZI6.3YIMAIXIAHESUIPIAN《JIONGMA》,CHANGSHIYUANXIANDIANYINGWANGLUOBOFANGDEXINMOSHI,SUIHOUYOUCHENGLIWENHUAGONGSI,CONGSHIYINGSHIJIEMUZHIZUOYUFAXING。

  KUAISHOUZAIZHANGSHIPINDECELVEYUAIQIYIDATIXIANGTONG,XIANSHIZAIQIPINGTAISHANGKAIPI“XIAOJUCHANG”SHUPINGDUANJUBANKUAI,HOUYOUTUICHUDULIApp“ZHUIYA”。ZAIDIANYINGFAXINGYUZHIZUOFANGMIAN,KUAISHOUJIANGYUJINQITUICHUGUANGGAOCHUANGYIFUWUPINGTAIBANGZHUCHUANGZUOZHEZHIZUOWEIDIANYING。CONGGEPINGTAIYIXILIEDEDONGZUOLAIKAN,ZHANGDUANSHIPINZHIJIANDEJIEXIANYUELAIYUEMOHU。FENXIRENSHIZHICHU,RUOWUFATIAOCHUYUANYOUCHENGGONGCHANPINDESIWEIDINGSHI,RENHEDUIXINLINGYUDESHEZUDOUHUIWUGONGERFAN。

  ZHANGSHIPINYUDUANSHIPINZAINEIRONGZHIZUO、XUANCHUANFENFA、YONGHUYUQIDENGFANGMIANJUYOUHENDACHAYI。ZAIFENXIRENSHIKANLAI,ZHANGSHIPINPINGTAIGENGKANZHONG“NEIRONG”,QISHANZHANGDEJUJICAIGOU、JIEMUZHIZUO、BIANJITUIJIANFANGSHIDENGBINGBUSHIYONGYUDUANSHIPINNEIRONG,DOUYIN、KUAISHOUDENGDUANSHIPINDEJUEQIKAO“LIULIANG”WEIXI,CHUANGZUOSHENGTAI、YONGHULIULIANG,TUIJIANSUANFADENG,HAIXUZHANGSHIPINPINGTAIZIXIYANJIU。

  对于长视频而言,因为疫情迎来的流量红利终究会消散,如何利用现有流量优势以及IP资源,进军短视频诸城在线配资领域,用不同于抖音、快手的新模式赢得用户,从而创造更多变现空间,成为了优爱腾们的“当务之急”。

新冠疫情搅动中国经济,也为很多行业带来重大机会!
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