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Sports event copyright, hard to get, discarded pity
Written by / Lai Hyun-chi
Editor/Chen Dengxin
With Gu Ailing's second gold victory, the Winter Olympics drew a successful end.
Looking back at this national sports boom, the central video sitting on the copyright is obviously not worried about traffic, and Migu, who has won the broadcast rights, is also in the limelight.
However, rubbing this wave of heat is not only the video platform that has won the copyright, but also the social platform and the short video platform. Xiaohongshu won the championship with the spokesperson Gu Ailing, the live broadcast of figure skaters and the short track speed skating coach An Xiansu, and "Xiaohong" entered; Weibo continued to put the ice pier, Gu Ailing, winter Olympic results and other hot searches on the top, and also relied on the "careful and thoughtful" Winter Olympic medal list to attract attention; as for Douyin, Gu Ailing's fans have exceeded 10 million, and Kuaishou also relies on short video rights and interests to follow the self-made IP.
All sentient beings are noisy, only the long video platform is deserted - because there is no broadcasting rights, there is no short video gene, either can only rely on user uploaded content and other news media videos to make a scene, or can only launch related exclusive features but few people pay attention.
I have to say that the copyright of sports events always makes long video platforms love and hate, which is not easy to get, and it is a pity to abandon it.
The carnival of a group of people is the loneliness of "You'ai Teng"
A Winter Olympics has ushered in a rare moment of attention for Migu - whether it is the comedy commentary Wang Meng of "Eyes are Ruler", or the subtitle version of the commentary collection and related videos launched at the first time, all of which have made Migu's downloads and searches soar in a short period of time.
Qimai data shows that since Wang Meng explained the circle on February 5, its download volume has risen sharply, from 84637 in a single day to 316937 times, second only to Central Video, ranking second in the iPhone download list.
And the carnival is not only central video and Migu, social platforms are also doing their best. Xiaohongshu first successfully bet on the spokesperson and signatory, and then ran with the traffic, while busy letting the athletes and coaches who became popular in the Winter Olympics settle in, while beginning to organize live broadcasts. Among them, figure skaters Liu Xinyu and Wang Shiyue rushed to the 7th place in the hot search for related topics between live broadcasts, and Di Li Reba responded to the Weibo of the two people and also appeared on the hot search; the live broadcast of short track speed skating coach An Hyun-so rushed to the first place in the popularity list of The Little Red Book at the beginning, and the popularity has exceeded 870,000 in half an hour. As for Weibo, even if there is no copyright blessing, it is still the fastest dissemination field for event news, and it continues to suck up traffic because of various "explosive" hot searches.
E-commerce platforms, especially integrated e-commerce platforms, have also made a lot of money. Zinc Scale mentioned in previous reports that relevant e-commerce platform data show that during the Spring Festival this year, the overall turnover of ski sports products increased by 322% year-on-year, of which the turnover of ski masks increased by 15 times year-on-year, and the overall turnover of ice sports products increased by 430% year-on-year, of which figure skates increased by 553% year-on-year.
However, when there are carnivals everywhere, the long video platform is particularly lonely.
According to the Baidu index of zinc scale search, although from the overall data of the search index, Youku and iQiyi are still higher than Migu, from February 3, 2022 to February 9, 2022, Migu's search index rose sharply, and even began to surpass Tencent from February 5, and ushered in a wave of highlight moments on February 8, with the search index reaching 72713, approaching Youku. From the overall year-on-year and mobile year-on-year, Migu's search index has also risen all the way, while Youaiteng has frequently shown weakness and declined.
Migu's search index is elevated
Open Youku and iQIYI, search for "Winter Olympics" related words, zinc scale found that iQIYI launched a live broadcast of "Extraordinary Winter Olympics Unlimited Scenery", but it is actually a live broadcast of CCTV @ Live China. Although the topic of "2022 Beijing Winter Olympics" also covers many hot topics, such as "Gu Ailing made 10 calls to her mother", "the curling men's team really does not treat us as outsiders", etc., the short video popularity is not too "hot", more than 3,000, the number of comments and likes is in single digits, and the response is even less than that of social platforms. Among them, short videos such as "Winter Olympics 'Fire Out of the Circle' Inventory wang meng jin sentence" are obviously slower than Migu and Yang Video, and were not launched until the 20th.
As for Youku, it also launched a special video collection "Winter Olympics China Legion Daily" and "Winter Olympics in Progress" and marked solo broadcasts, but taking the newly released videos as an example, mainly short videos made by pictures and related information, the amount of comments and bullet screens is far less than that of Central Video and Migu.
In fact, whether it is Youku or iQiyi, the videos about the Winter Olympics, in addition to reproducing videos from other media and making special features of self-made short videos, the main video sources are uploaded by users.
It can be seen that the long video platform does not care about this traffic pool, but also wants to actively integrate into everyone's carnival, but the cruel reality of the mediocre data makes the situation of the long video seem a little embarrassing.
After all, it is difficult for smart women to cook without rice, especially recently, the Beijing Intellectual Property Court has sorted out and investigated the trial of copyright infringement cases in the broadcast of some sports events, and interpreted and prompted legal issues such as the characterization of sports event programs, the constituent elements of infringement, and the assumption of liability, pointing out that clips in sports event programs were broadcast in the form of short videos without permission, and clips from unlicensed sports event programs were used in short videos produced by themselves. These actions may constitute copyright infringement.
Long videos without copyright watch traffic flood into the internet's major platforms, but it is difficult to find a path that can attract traffic.
Sports event copyright, long video platform "love and rare"
In fact, the winter Olympics will expose the embarrassing situation of Youaiteng, more is the video platform in the face of the copyright of sports events entangled mentality - unlike the copyright of other film and television works, the copyright of sports events is often fluid, the cost is often rising, and the traffic and attention brought are short-lived.
As written by "One Entertainment Observation", for long-term video streaming media, sports copyright is often a double-edged sword, and the high loyalty of sports fans can easily be transformed into a strong willingness to pay and use stickiness, but the domestic market only relies on paid broadcast events to monetize, and it is almost difficult to cover the high copyright costs.
After winning the exclusive broadcast rights of NBA new media for 500 million US dollars in 2015, Tencent Sports relied on the NBA, the world's top event, and embarked on the fast road of commercialization; in 2018, Youku joined hands with PP Sports to enter the sports copyright market after obtaining the world cup new media live broadcast rights; in September of the same year, after "holding hands" xinying sports, iQiyi also really joined the battle of sports copyright.
But at that time, the drawbacks of sports event copyright had begun to appear, the cost of sports event broadcasting was rising, and it was becoming more and more difficult to make a profit. Among them, LeTV Sports, which first bet on sports events, suffered a break in the capital chain.
Four years on, new variables arise. In addition to the high copyright fees that make long video platforms have to think twice, the entry of short videos has also made the distance between long video platforms and sports event copyrights one step further.
iQiyi's Winter Olympics video feature
According to China News Weekly, the relevant report shows that the size of China's sports media market will reach 100 billion yuan in 2021, and video highlights and short videos are the fastest growing sports media content types.
Since 2020, large-scale events such as the Tokyo Olympic Games and the European Football Championships have attracted short video platforms such as Douyin and Kuaishou to buy, of which Kuaishou has become the right broadcasting agency for the 2020 Tokyo Olympic Games and the Beijing 2022 Winter Olympics. At the end of 2021, Douyin released a sports content-related report, saying that as of December 2021, the cumulative number of likes of Douyin sports content videos exceeded 66 billion, and the number of sports creators with more than 10,000 fans exceeded 56,000. In terms of Kuaishou, it covers more than 40 sports categories, with more than 400 million creators and fans, and an average daily traffic of more than 1.5 billion.
"After all, in fact, the audience that can really spend a few hours to watch the sports event in its entirety is not the mainstream, and more people will choose to watch wonderful moments or highlights on the short video platform, so the short video platform has the inherent advantage of gathering popularity in a short period of time and continuing to launch secondary creations." Some insiders pointed out, "However, short videos may also face the problems encountered by long videos, that is, how to continue to convert traffic and monetize." ”
That is to say, if you want to rely only on exclusive copyrights to obtain subscription revenue, whether it is long-term or short-form video media, you may get subscription revenue that cannot be matched because of excessive cost investment, which makes it difficult for the platform to continue to operate for a long time. In particular, the traffic brought by most sports events is very short, according to the data of The Polaris, during the 2018 World Cup in Russia, migu's daily active penetration rate was 1.7%, and after the World Cup, it dropped to 0.6%-1.2%.
"Friends" can't save long videos?
There is no copyright for the Winter Olympics, and the long video has also been on the hot search during the Winter Olympics. However, the reason is also a little embarrassing - Youaiteng introduced the "Friends" film source in an attempt to detonate the number of hits at the beginning of 2022. However, on the first day of the launch, the Weibo topic of "Friends Deletion" once rushed to the first place in the hot search. Although the topic was quickly removed, the audience's discontent only increased.
The introduction of some TV drama works with a "long tail effect" to ensure that the platform achieves a smooth playback level under the premise of the lowest copyright cost was originally an abacus played by the long video platform, but from the perspective of audience repercussions, this abacus may not be "played" for long.
iQiyi's "Friends" film source
According to zinc scale previously reported, from iQiyi's "TV series" popular list, "Friends" did not appear in the top 15 TV series, and it is quite ironic that "Love Apartment", which has been criticized for copying "Friends" for many years, has rushed to the fifth place in the hot list with this heat. In the first season of the episodes that have been broadcast, the first episode has 555 comments, but by the second episode there are only 33, and the third episode has 20, and the popularity has plummeted.
The dismal data doesn't stop there, long video platforms have been in trouble for a long time. Despite the continuous efforts of long-form video platforms, including the introduction of "Friends", neither the Winter Olympics nor "Friends" seem to have successfully attracted more attention for long-form video platforms, and the growth of paid members of long-form video platforms has long been in a bottleneck.
Taking iQIYI as an example, according to iQIYI's first quarter 2021 financial report, its membership size in the first quarter was 105.3 million, compared with 118.9 million in the first quarter of 2020, not only did it not increase but even decreased by 13.6 million year-on-year.
Therefore, compared with the loneliness of the Winter Olympics, long video may be more worried about the normalization of operations and long-term problems such as user loss and difficulty in profitability. Especially as the signal revealed by the copyright of sports events, the boundaries of long and short video platforms are gradually disappearing, and there are more and more battlefields for head-to-head confrontation.
Step by step, step by step, after the Winter Olympics, how will the long video meet the longer battle?
END
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