After bombarding short videos, Tencent Online Video BU (OVB) completed its first public appearance in the form of announcing the panoramic layout of long, medium and short videos and incentive measures. On June 10, a reporter from Beijing Commercial Daily found that Weishi had promoted its own short dramas in the open-screen advertisements, and had set up a micro-drama entry on the Weishi homepage, and opened an entrance for IP adaptation cooperation, all of which were disclosed by Tencent OVB Upgrade content.
In fact, IP has always been the advantage Tencent has emphasized, and it is also the focus of Tencent OVB’s questioning of short videos. However, IP + product collaboration + incentives are not a new tactic. After a series of integrations, the business model of medium and long videos based on payment for content has not changed. Content typelevelTaiwan’s high production costs and member pay ceilings are also there.This and short video companies do not sell content, dolevelThe logic of Taiwan business is different. It is possible to turn losses into profit in a short period of timeSexNot big.
Make a fuss around IP
From Tencent PCG (levelTaiwan and the content business group) integrated Tencent Video, Weishi, App Store, Tencent App Store, Tencent Sports, and WeTV to establish Tencent OVB. This Tencent’s latest BU was established in less than two months, butnearTencent OVB has disclosed a series of strategies in a high-profile manner, and the speed is surprising.
According to Tencent’s OVB plan, four help will be used to achieve IP co-creation, technology sharing, business win-win, and cultural resonance with creators.The senior management’s year-long reading is alsonearThe strategic upgrade in the future has made it clear that the IP ecological chain should be developed based on online literature. This seems to be a coincidence, but in fact it has long been clues.
In the words of Cao Huayi, co-leader of the Reading Film and Television Business Creation Committee, “Film and television are always one of the core cultural expressions and an important’amplifier’ for IP.”As contentlevelTaiwan’s Tencent Video and Weishi also release to the outside world signals that IP is important, that Tencent has large-scale IP resources, and its attitude is very open, and this time is no exception. Taking China Video’s micro-series as an example, Tencent OVB released more than 150, created a collection of more than 100 boutiques, and obtained more than 1 billion traffic.
In fact, strictly speaking, opening up IP to creators is the established strategy of Weishi. In December 2020, Weishi officially launched the 1-3 minute vertical screen micro-drama brand “Mars Xiaoju”, and announced its IP cooperation with Wenwen, Tencent Animation, Tencent Games, etc. On June 10, a reporter from Beijing Commercial Daily found that Weishi had promoted its own short dramas in the on-screen advertisements, and had set up a micro drama entrance on the Weishi homepage, and opened the entrance of the Mars Project (IP Adaptation Cooperation). The latest The eighth phase of cooperation is jointly created by Weishi, Wenwen, and Tencent Animation.
“It goes without saying that the significance of IP for long videos. The cooperation between Tencent Video and Reading has proved that this cooperation model is feasible. Moreover, IP reserves have always been online videos.levelOne of Taiwan’s competitiveness.On the contrary, it is worth paying attention to the opening of IP to China Video. Most of these IPs are long-tailed content. The content is presented in video and can be realized.levelFor the TV station and creators, it is a win-win for traffic and commercialization, not to mention short videoslevelTaiwan is also making this attempt. It cannot be simply said to be offensive or defensive, at least it is a trend. “Bida Consulting analyst Li Jinqing told a reporter from Beijing Business Daily.
However, regarding the overall IP library scale and IP partners of Tencent OVB open to long, medium and short videos, neither Tencent PCG nor OVB related persons disclosed to the reporter of Beijing Commercial Daily.
Spending money to inspire creators
Judging from the emphasis on Tencent Video and Weishi, Tencent OVB is more willing to attract creators with a win-win business. This is not uncommon in the online video and short video industries. The difference lies in the share ratio, model and overall share amount.
Tencent Video wants to innovate its account sharing business, which can be traced back to the launch of Tencent Video’s VIP in April 2020.levelstation.ThelevelFor creators, the station plans to support cooperation in 11 content categories, including creators settled in to settlement and other links.CurrentlylevelTaiwan has opened up online cooperation portals for 8 categories, including online movies, documentaries, and online dramas, with a total share of more than 1 billion yuan.
Taking online movies as an example, the revenue from the split account = the unit price of the content rating × the number of effective movie viewers. The unit price of content rating refers to,levelThe TV station will comprehensively assess the film level based on the film content and production quality provided by the film owner, and the unit price corresponding to this level is the sub-billed unit price. Effective movie viewers refer to the behavior of each paying user who continuously watched a single paid authorized work for more than 5 minutes in one or more movie viewing behaviors during the billing cycle, which is counted as one effective movie viewer. Tencent Video sets the content of online movies into five levels: S+, S, A, B, and C. The first four levels are exclusive, and the C level is non-exclusive. The sub-bill prices are 4 yuan, 3.5 yuan, 2.5 yuan, and 1.5 yuan. ,1 Yuan.
According to data disclosed by He Yijin, vice president of Tencent OVB, from January to April 2021, Tencent Video’s top ten online movies had a box office of 170 million yuan.
The account sharing model of online dramas is slightly more complicated than that of online movies. The total account revenue = member account revenue + the advertising account revenue + subsidies. The share of accounts is based on exclusive cooperation: 100%, non-exclusive cooperation: 60%. Subsidies are not available to all online dramas. Only those online dramas whose member account income + advertising account income reach the corresponding level are entitled to the corresponding subsidies according to the amount of the above two incomes. Weishi’s short dramas also have similar commercialization rules, such as providing three levels of cooperation policies S, A, and B, as well as content commercialization methods such as traffic sharing and content payment.
Going back to the horizontal comparison of web dramas, Tencent Video, iQiyi, and Youku web dramas have basically the same accounting model, but the parameters are different.
Specifically, the three companies are members + advertising split accounts, the difference lies in the proportion of member income and split accounts. For example, Tencent Video member account splitting income = member users’ cumulative viewing time (hours) × split billing unit price × partner account splitting ratio; iQiyi member account splitting revenue = member’s effective number of times played × unit price per episode × 50% (effective playback: single episode watched more than 6 minutes); Youku is the total viewing time of members/total episode duration × level unit price × episode number coefficient.
Adjust the accounting strategy
Still taking web dramas as an example, Tencent Video uses the cumulative viewing time of member users as a coefficient, which requires courage.
According to Tencent Video’s official explanation, for any cooperating drama, the total length of time that member users watched the main feature of the drama on Tencent Video during the accounting period is calculated in hours. The sub-billing unit price is 2 yuan per hour.
A reporter from Beijing Business Daily learned from a communication with relevant persons of Tencent OVB that “In the past, the member’s account revenue was calculated based on the members’ effective playing times. After the upgrade, it will be calculated based on the member’s cumulative viewing time. The previous unit price based on the number of member clicks was 1 Yuan, now it’s 2 Yuan per hour.”
It seems that only one item has been adjusted, but it may actually force the content producer to change. From the perspective of the audience, you can watch a full hour of dramas and watch a few minutes of dramas, and the appeal to users is immediately obvious.
Correspondingly, Tencent OVB also proposed a new procurement model.Han Zhijie, vice president of Tencent OVB, said, “Tencent Video will trySexChange the industry practice of “collective procurement” and measure the budget with comprehensive indicators.”
A reporter from Beijing Business Daily learned that generally online videos are purchased on an episode basis. As of press time, iQiyi and Youku have not responded to whether to pilot the procurement model based on production costs. Regarding whether the new procurement model has been implemented, a person from Tencent Video responded to reporters: “There is no more information to release.”
More live reports used the following description when referring to Tencent Video’s new procurement model: “Calculated according to production costs.”
Wang Chao, the founder of Wenyuan Think Tank, told reporters from Beijing Business Daily, “I think the procurement method based on production costs is good. However, the purchase price of the online video industry depends on the goods.currencyAbundance and competition for good IP. Online video is a well-funded industry, which will inevitably cause purchase prices to rise.” Wang Chao’s so-called ample funding means that online video, especially Tencent OVB, has a giant background.
Another industry insider believes that the procurement model is a manifestation of the game between online video and content producers and should not be fully adjusted in the short term. As to whether the procurement cost and loss burden will be reduced, long-term observation is needed.
Reporter Wei Wei
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