"My eyes are rulers!" Wang Meng explained the sprint moment of the Short Track Speed Skating Mixed Relay Event of the Chinese team at the Winter Olympics, and excitedly shot up and shouted this golden sentence out of the circle. On the same day, a video of Migu Sports's highlights about Wang Meng's commentary was played more than 16.83 million times on Weibo, and it was also on a number of Weibo hot searches. Migu Video caught fire during the Winter Olympics with Wang Meng's golden signboard, but if it wants to retain the audience for a long time, it also needs continuous high-quality content output.
Wang Meng explains the video with fire Migu
As the commentator of the Winter Olympics invited by Migu Video, Wang Meng was deeply loved by netizens for his "nagging commentary" and "cross-talk commentary", and netizens have called for "please weld Wang Meng on the commentary seat".
Although Wang Meng is a newcomer to the commentary, as the first "Triple Crown" in the history of Chinese short track speed skating, she let the audience watch the game through interesting and professional commentary, and also deepened her understanding of ice and snow sports such as short track speed skating.
Wang Meng's frank and straightforward personality coupled with rich experience and professional knowledge makes netizens call "shangtou", and many netizens on Weibo said under the topic named #Wang Meng's explanation that "in order to watch Wang Meng's explanation, I specially downloaded the Migu video". That night, the number of articles about #Wang Meng's commentary exceeded 1.97 billion and the number of discussions was 392,000, occupying the first place in the hot search list.
In fact, in addition to the "shooting group" composed of Wang Meng and Huang Jianxiang, Migu also has more than 150 commentators, including Han Qiaosheng, Cai Meng and other commentators who are loved by everyone, as well as ice and snow stars such as Li Jianrou, Zhou Yang, Chen Lu, Pang Qing, and Tong Jian.
There is also a special guest in the commentary group, she is the "ski genius girl" Gu Ailing super realistic number intelligence talent Meet GU, her appearance made the Beijing Winter Olympics the first time to appear in the event of digital Intelligence.
With the full live broadcast copyright and the double guarantee of the commentary group headed by Wang Meng, Migu Video rushed to the second position of the Apple Mall download, second only to the Central Video, and Migu Video also took advantage of the Winter Olympics to "turn red" with special commentators such as Dongfeng and Wang Mao.
Backed by China Mobile's "Copyright King"
Speaking of Migu video, we have to mention the backer behind it - China Mobile. China Mobile established Migu Company as early as 2014 and began to lay out Internet content operations, but at the beginning of its establishment, it was suppressed by three Internet opponents of the same type such as iQiyi, Youku and Tencent, and the market volume was not high.
Until the start of the 2018 World Cup in Russia, Migu Video spent 1 billion yuan to buy the CCTV World Cup cooperation copyright, which also pushed Migu Video to a climax. According to its published results, 100 million people watched the World Cup through Migu video every day during the World Cup, and a total of 4.3 billion people watched the World Cup through Migu video.
Yet this remarkable achievement was equally short-lived. Ai Media Consulting data shows that on the opening day of the 2018 World Cup, the number of daily active users of Migu Video exceeded 12 million, the number of daily new users exceeded 10 million, and the growth rate of active people in the entire month of June exceeded 90%; after the World Cup, the daily active penetration rate of Migu Video dropped from 1.7% to 0.6%-1.2%.
A similar situation will happen again in 2020 and 2021. Migu Video has won the rights to the 2020 Euro 2020 Championship and the 2021 Tokyo Olympic Games, and has had good traffic during the competition, however, after each rapid increase in traffic, it has fallen back to the end of the event, and very little traffic has been retained. According to China Mobile's A-share prospectus, as of June 2021, nearly seven years after its establishment, Migu Video's monthly active users in all scenes have reached only 242 million.
Of course, with the strong backing of China Mobile, so far, Migu has successively won the copyright of major sports events such as the five major leagues, the Champions League, the Europa League and the Chinese Super League, becoming a well-deserved copyright king of sports events.
Quality content is the king of traffic
With copyright, what can be done to retain an audience? Migu videos are clearly exploring as well.
This time, in addition to the special interpretation of the event, Migu also launched various types of ice and snow content covering documentaries, variety shows, dramas, interviews, news programs, etc. For example, "Sportsmen Lianmao", which was joined by Wang Meng, Liu Yuxin, Zhai Xiaowen, Liu Wei and many other celebrity guests, tried to attract the audience through a sports live-action variety show of cross-border stars.
At the same time, Migu has formed a content ecology complement with the live broadcast of the event through three episodes of "Winter Olympic Family", "Hockey Boy" and "Home and Wanshixing", hoping to retain the audience through sitcoms, but from the current number of netizen comments and content, it has achieved little.
Looking at the current long video platform, for ten years, it has basically maintained the pattern of "three legs standing on three legs" of Youaiteng. From the experience of each blockbuster drama, it can be seen that users are more willing to pay for quality content. For example, "Yanxi Raiders" has brought iQiyi a membership increase of 12 million, and Tencent's exclusive "Fu Shao" and "Ruyi Chuan" have also achieved a cumulative membership growth of 17 million. However, paying for content is not sustainable, and once there is no next quality content, users will gradually lose.
If Migu wants to retain users, I am afraid that it also needs the ability to continuously output high-quality content after the Winter Olympics. Lu Yaoxuan, an assistant researcher at the Beijing Academy of Social Sciences, believes that the core of the platform is to produce unique, rich and interesting content, and to attract and convert more traffic, the focus should also be on content production.
Image source: Migu video platform screenshot