Is this something I can see without spending money?
Yes, you can't see it without spending money!
The new feature of the WeChat video account makes netizens laugh at "Is this what I can watch without spending money?" It became a reality. The newly launched video number paid live broadcast is to tell users that there are some things that you really can't watch without spending money.
Paid live broadcasting, as the name suggests, is to pay to watch live broadcasting. Deng Wei, a lecturer at the WeChat Open Class, has predicted this function on the Open Class PRO: "The ability to earn this piece includes live broadcast tipping, live streaming with goods, and upcoming paid live broadcast rooms, and the policy is still high share and low commission."
WeChat Open Class PRO has predicted this function
And now, here it comes.
The first paid live broadcast room of the video number comes from the "Tencent NBA", which is the official sharing account of the Tencent NBA, which previously shared some basketball videos, on-field highlights, and free live broadcast events, but the paid live broadcast was still the first time.
As the exclusive official partner of NBA China Digital Media, Tencent NBA has moved the NBA regular season in the first paid live broadcast room, and users can pay to watch Jazz and Warrior games directly on the video number through WeChat Beans today.
Of course, it is not charged as soon as you come in.
You can go to "Tencent NBA" to make an appointment, and you can experience this feature again the day after tomorrow
In other words, the price of a paid live broadcast of "Tencent NBA" is between 9-13 yuan. But if you are a sports VIP of Tencent Video, you can still watch this game in the app or webpage. Counting down, it may be cheaper to buy Tencent Sports VIP members, 25 yuan consecutive monthly subscription can get 8 tickets, equivalent to only 3+ yuan to watch a game. If you buy a super VIP, you can watch all the matches without limits, and the more you watch, the more cost-effective you are.
Just by comparing the price, then it is certainly not cost-effective to pay to watch the game on the video number, and this way is not suitable for those fans who have filled the membership early and will have a fixed time to watch the game every week.
It is conceivable that the paid live broadcast of the video number attracts more marginal people of interest, they like the NBA, like basketball, and the purpose of the paid live broadcast is more to convert this part of the user. Users can learn about the NBA through WeChat outside of Tencent's sports platform and complete the transition from payment to membership.
As an exclusive digital media partner, Tencent Video's paid live broadcast has nothing to lose
For the platform, paid live broadcasting does not harm the interests of the original members - it still needs to be paid, and the price is more expensive. At the same time, it also meets the needs of platform events to expand their influence - jumping out of the original platform, getting more traffic attention on WeChat, and having the opportunity to get more conversions.
If the platform has copyright and wants to expand its influence, then paid live streaming is a good way.
But what about outside of copyright video live streaming and sharing content? What else is suitable for paid live streaming?
Knowledge sharing may be a suitable form, and the concerts tried by WeChat last year are also very suitable for paid viewing. The former is suitable for all kinds of KOLs, in the video number to do regular knowledge sharing, content payment, as long as the user has enough trust in THE KOL, then this is a decent way to make money. The latter is a "new product" of the epidemic home isolation, and offline concerts cannot be held, so how about online?
WeChat video number
Last year, weChat video numbers tried multiple online concerts. More than 16 million people watched the cross-Chinese New Year's Eve Mayday concert online; the online concert of the West Side Boy "Love Across the Mountains and The Sea" was watched by more than 27 million people online; and Zuo Xiaozu also had a cumulative audience of more than 1 million, which is not bad for musicians who are not so well recognized by the public.
These are the entertainment singers who have tried it, and they have proved that the same form still has its appeal in the live broadcast room of the video number. These numbers, if converted online, can also become attractive rolling numbers.
The capacity of offline venues is limited, even a huge venue like Bird's Nest can only accommodate more than 100,000 spectators, while the online capacity is unlimited. Although offline also has an irreplaceable sense of atmosphere and experience, the advantage of online is that the cost is lower and the audience is wider. Tens of millions of viewers in the live broadcast room, even if there is a conversion rate of 1%, the online concert ticket revenue also has a lot of imagination.
If you earn enough, why not have an online concert?
The West Side Boys livestream sparked a resonance with users to share. Image from: Network
"I don't watch it for free, how can I watch it when I pay for it?" After the launch of the paid live broadcast function, this will definitely be the inner thought of many users. But the truth is that the free live broadcast that you don't watch is paid for, and no one watches the live broadcast that you usually watch, and the payment will continue to be "really fragrant".
For video creators, paid live streaming is a new way to monetize. And for users, congratulations, there is one more posture to spend money.
Click "Watching"
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