December 22 news, following iQiyi, Mango TV officially announced a price increase, the latest price as shown in the following figure. To put it simply, the price of Mango TV monthly pass and season card remains unchanged, the price of the annual pass increases by 20 yuan, the price increase of 1 yuan for consecutive monthly packages, the price increase of 5 yuan for consecutive packages, and the price increase of 10 yuan for consecutive packages. If you are already a continuous monthly/season/annual subscription user, you can continue to use the original price for one year.
Some time ago, iQiyi just officially announced a price increase, and today Mango TV also announced a price increase, it is difficult not to worry about Youku, Tencent Video and other video platforms also follow the price increase. The reason for their price increase is simple, almost all video platforms are in a state of loss, and they have to raise prices to make up for these losses.
Xiao Lei believes that if the major video platforms do not think about the main reasons for losses and change them, then even if the price of membership rises, it will not change the existing situation. In fact, the reason for the loss of video platforms such as Youaiteng is very simple, that is, to attract viewers.
In order to retain audiences, major video platforms continue to cooperate with celebrities, acquire popular IPs and adapt them into film and television works, or launch various variety shows. Under the competition of major platforms, the salaries of traffic stars are getting higher and higher, and even Zheng Shuang filmed a "Ghost of a Woman", and he was able to ask the filmmaker for 180 million yuan (the film party plans to give 150 million yuan).
Money is given to traffic stars, it is impossible to invite good directors and screenwriters, and the quality of film and television works has not improved significantly. Video platforms spend huge sums of money to buy the exclusive broadcast rights of these film and television works, but they cannot attract viewers to recharge, so they will be in a state of loss for a long time.
The best solution to this problem is that all platforms give up the exclusive broadcasting rights, buy film and television works together, reduce the cost, and then use the platform's quality services to attract audiences. The cost is reduced, it is possible to solve the loss, otherwise, the endless competition continues, the loss of major video platforms will only become more and more serious.
Of course, Xiao Lei's idea is also a bit naïve, after all, it is too difficult to attract viewers through platform services, since everyone has the same video resources, then who dares to say that they will be able to retain the audience. Or keep praising traffic stars, attracting their fans is simpler and easier to operate.
In addition to video platforms, music platforms also have the same problems, this year the Ministry of Industry and Information Technology intervened, requiring QQ Music, NetEase Cloud Music, etc. must give up exclusive copyrights and open copyrights to each other. Video platforms may wish to wait and see the changes in the number of active people in NetEase Cloud Music, QQ Music, Kugou Music, and Kuwo Music, and then consider whether they can apply their experience to the video field.