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Who are the biggest winners of this year's Winter Olympics?
Is it Wang Meng, who has been searched dozens of times for "snarky remarks"?
Or Gu Ailing, the genius who won the gold medal in a desperate leap?
Brother Dao feels that compared with the Olympic champions with their own star halos, the "Migu video" behind them is the biggest winner.
After Wang's "Talking Talk" became popular, many people praised Migu Video as a new hot trend for watching videos.
Migu's downloads skyrocketed, from more than 80,000 to 330,000 in one day, second only to CCTV and ahead of WeChat.
Migu Video's daily active users increased nearly 10 times, which is why A-shares, the father of financiers, rose 7.4%.
The Douyin "Migu Sports" account receives 110,000+ fans every day, ranking second in the Douyin social index.
Source: Qingbo Index
Not only that, Gu Ailing doubled her value after winning the championship. Migu Video launched Gu Ailing characters very early. After selling out, it has been released for the second time.
But before the popularity of the Winter Olympics, the Migu video backed by China Mobile was just a "little transparency" given away with phone bills: first, it was not famous, and second, it was not profitable.
China Mobile is the most unlucky son
Even Jay Chou couldn't save it
Since the popularity of love language all over the world, not many people have heard of Migu videos.
Migu Video was founded in 2014 and its financial backer is China Mobile.
As a supporter of moving her son, Migu's starting point is quite high.
First of all, Migu does not have to worry about traffic problems from birth.
China Mobile has 946 million mobile subscribers and 205 million home subscribers, both ranking first in the world.
The way Migu entered the market was through China Mobile's free recharge. With a user base of nearly 1 billion, it rivals any major internet company.
In the early days, China Mobile supported Migu Video by providing traffic and membership.
In the early days of the development of Migu Video, it has not yet found a way out, and it can be said that it is useless.
On the Zhihu page, many netizens complained that there are only a dozen TV series on Migu Video, and they are still lagging behind.
In 2018, Migu Video began to enter the sports field by buying World Cup rights, and was out for the first time due to the live broadcast of the Olympic Games.
Unlike this year's overnight hit, Migu was booed out of the ring in 2018.
In the match between Iran and Morocco on the first day of the World Cup that year, Migu Live once became the target of everyone.
Due to the poor quality of the live broadcast, netizens complained that "you can only listen to play games" and "watched mosaics all night".
When I zoomed out, I could only see the colors of the uniform, but I couldn't tell who was who. I was scolded for redefining 1080P.
In the end, Migu Video, which spent a lot of money to win the live broadcast rights, was directly criticized: "If you don't have diamonds, don't take on porcelain work."
Although the first battle was lost, Migu Video did not fall because of lack of money.
As one of the most profitable companies in China, China Mobile's annual turnover of hundreds of billions provides sufficient funds for Migu Video to obtain copyrights.
In order to support Migu, China Mobile began to throw money like a local tycoon.
In recent years, Migu has obtained the broadcast rights of 14 large-scale sports events such as NBA (non-new media), CBA, Chinese Super League, Ligue 1, La Liga, Bundesliga, and Premier League, covering almost all mainstream football and basketball events. At home and abroad.
In 2020, Migu Video cooperated with CCTV to win four major championships including the 2020 Tokyo Olympic Games, the 2020 European Cup, the 2022 Beijing Winter Olympics, and the 2022 Qatar World Championships.
Last year, Migu Video spent 200 million to buy the rights to NBA League Pass, on an equal footing with Tencent.
With the support of her sponsor father, Migu became a well-deserved "royal king" of the sporting event.
During the Tokyo Olympics, Migu Video reached record highs many times, occupying the APP STORE with more than 300 hot searches and 33.3 billion cumulative exposures.
The big event of the Winter Olympics brought Migu Video closer to the first echelon of the Youaiteng video platform.
However, like its brother Migu Music, Kong also owns the copyright of Jay Chou, but it has not attracted much attention.
Although the Winter Olympics brought traffic to Migu Video, it did not completely break through the industry.
Many netizens said that after watching the Olympics, they uninstalled Migu's video.
Not only that, but Migu Video, which burned money like crazy, didn't make much money.
However, a number of industry insiders said that the copyright investment cost of Migu Video is high, and the company has suffered a large loss.
Migu Video is like China Mobile's "dissatisfied son". It broke my father's heart, but he still couldn't give up.
Expect Wang Wei to catch up with CCTV and become the biggest winner of the Winter Olympics
Wang Wei's popularity has revitalized Migu Video.
But here's one thing: Wang's popularity is certainly not a fluke. The reason why it can win "Mongolian friends" across the country is because Migu Video made the right bet this time.
The biggest difference between Migu Video and other live sports is that it is mainly based on commentary.
1. Willing to spend money to form a commentary team
In fact, Migu Video's sports broadcasting has always been outsourced. Although they have broadcasting rights, most choose to outsource the secondary packaging works to third parties to save costs. Migu Video provides a viewing platform.
Although this saves the cost of transmission technology, Migu Video has always been willing to spend money on the commentary team.
For four years, he paid for expensive people. For the Tokyo 2021 Olympic Games, Migu Video will feature more than 100 hosts and guests, including 30 well-known sports commentators, 12 Olympic champions and 20 world champions.
The Winter Olympics are more expensive, with more than 150 commentators and guests, and even Cantonese commentary.
Compared with Migu Video, the anthology of CCTV reviews is too thin.
Some hosts who haven't left yet, plus some retired athletes or coaches as guest commentators, are bored and sleepy.
And Migu even invited traffic stars like Luhan to be guests in the live broadcast room to explain the European Cup final.
Game reviews on other platforms such as iQiyi are guaranteed, but they are paid, which directly discourages many people.
With the blessing of Migu Video Commentary Team, Migu Video ranked first in the comprehensive evaluation of the Tokyo Olympics with 92 points, catching up with Central Video.
Vivid and enthusiastic commentary made rice skewers the first choice for spectators to watch the game.
Even when the rollover accident occurred in 2018, some netizens decided to watch CCTV videos and listen to Migu's video commentary.
2. The eyes are fierce and poke the audience cool
Migu Video's commentary team always captures the user's emotions accurately.
When watching the game, the audience hopes to explain professionally and interact with each other, preferably not boring.
To this end, Migu invites professional commentators and former partners of Olympic champions to give commentary for each match.
The goal is to provide professional explanations while introducing the viewer's point of view.
For example, Wang Wei, selected by Migu, is the king of short track speed skating and is professional enough.
Honest Northeast girl, enough humor.
That's when the comments exploded. Listening to these two comments is like listening to crosstalk.
An hour after Wang Wei's remarks went online, Migu Sports immediately produced a subtitled version of Wang Meng's remarks video. So far, Wang's comment posts have garnered 2.5 billion views.
"Migu is so happy watching the Olympics", "Migu's comments have made me more knowledgeable", "I want to become a member after watching it"...
The enthusiasm of netizens spontaneously created a lot of popularity for Migu, and can be directly reflected in Migu's traffic.
The commentator selected by Migu Video and Chen Chen, known as "man-machine", no matter what events and athletes appear in the camera, Chen Chen can chat happily.
Netizens said, "After listening to Chen Chen's explanation, I fell in love with athletics."
In addition to the champion, Migu Video also invited some inspirational people to explain.
For example, Zhang Jiahao, a "dreamer" who did not qualify for the Beijing Winter Olympics, commented on the snowboard slopestyle event.
Zhang Jiahao was originally a baker. He didn't start skiing until he was 17. He became one of the top skiers in China in just 5 ski seasons.
The inspirational and enthusiastic Zhang Jiahao has circled another wave of fans for Migu Video with his professional commentary.
Compared to other platforms, Migu's free, fun, and professional review team is the most sincere.
Migu still has a long way to go to achieve freedom of movement
Some described Migu's video status as "Cinderella's crystal shoes, and the magic disappears after 12 o'clock".
Indeed, overnight popularity and overnight fall from favor are like two mirrors of Migu video, constantly returning to its brilliance and inadequacy.
On the opening day of the 2018 World Cup, Migu Video's daily active users exceeded 12 million, and the daily new users exceeded 10 million, with a growth rate of more than 90%.
However, after the World Cup, Migu Video's daily active penetration rate dropped from 1.7% to 0.6%.
According to Qimai, during last year's Tokyo Olympics, the number of downloads of the Migu video app hit a record high. From a previous average of just 20,000 to 30,000 downloads, it jumped to a maximum of 439,941, an increase of nearly 20 times.
However, five days after the closing ceremony, downloads have returned to pre-Olympic data.
Can't keep people, which has become the biggest weakness of Migu Video.
The most important reason for this phenomenon is that the sport is so hard to turn over.
We need to know that video platforms that previously relied on sports have not found a suitable path.
LeEco Sports, which was born in 2014, spent 2.7 billion yuan to sign the exclusive rights of the Chinese Super League for two years, but only got back 50 million yuan after the first season of the Chinese Super League, which is a loss. 1.3 billion yuan per year.
Tencent Sports, which has better copyright management, is also difficult to make a profit. Due to the difficulty of profitability, it was eventually assigned to the more profitable Tencent Video team.
Suning's PP Sports won the Bundesliga rights for five seasons for 250 million yuan at its peak, but in the end it was difficult to get rid of the dilemma of financial difficulties.
If Migu Video wants to catch up with Ayuten, in addition to catching up on the sports track, it also needs to have a longer-term killer app.
Wang may create a traffic boom, but user retention is the foundation of Migu's survival.
Conclusion:
In the past two years, both short video platforms and live broadcast platforms have had a hard time.
iQiyi fell by 110 billion to become the worst-performing video platform.
Established video platforms like iYouteng have to compete with short videos for traffic after obtaining hard-won copyrights.
In the face of various difficulties, the platform's way to survive is crazy layoffs. They constantly add Vs to members, collect user fruit, or make eye-catching variety shows.
However, Migu gave full play to her commentary advantages in the live broadcast of the Winter Olympics.
While continuing to speak wisely, Wang also taught the audience the rules of the competition.
These are all things that CCTV and Aiyuteng cannot bring to the audience.
Migu played well at the Winter Olympics and also gave ideas to the video platform:
Hard content is a shortcut to survival.
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