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[Life] "iQIYI members play full-screen ads after pausing" sparked heated discussions, and the official customer service responded
iQIYI's Suspended Advertising: Members' "Exclusive Benefits"? ——Talking about the profit model and user experience of video platforms
Ladies and gentlemen, listen to me in detail! Recently, iQIYI's suspension of advertising has caused a lot of uproar. Do you think you can enjoy the pure world without ads when you open a membership? Too young too simple！ Press the pause button, good guys, the full-screen ad is coming, and it is even more domineering than the previous one! This membership fee is paid, is it to buy a loneliness, or to buy a fright?
This reminds me of watching a football game in the past, when I came back from the bathroom at halftime, and the TV was full of colorful advertisements, which were more exciting than the ball game. finally survived until the game continued, and I had to endure a round of advertising bombardment first. It's good now, iQiyi directly stuffed the advertisement into the pause button, this is for fear that we will miss any "wonderful" moment!
Of course, iQIYI is not the first to do this. Mango TV has already opened this "precedent". It seems that this "pause advertising" has become the "wealth password" of the video platform. Platforms want to make money, and there's nothing wrong with that. However, you have to have a conscience to make money, right? Isn't it just for a better movie-watching experience when members pay money? As a result, there are now more ads than before, what's going on?
At the end of the day, this is the contradiction between the platform's monetization model and the user experience. Platforms are looking for ways to increase ad revenue, while users want to enjoy a purer movie-watching experience. It's like two ends of a seesaw, one is higher and the other is lower.
So, how do platforms balance the two?
First of all, we must respect the rights and interests of members. Since the membership fee is charged, the corresponding service should be provided. Advertising can be there, but not excessive. The "saucy operation" of suspending advertising is really a bit too much. Members should enjoy privileges such as fewer ads, higher clarity, richer resources, and more.
Second, we must innovate the profit model. In addition to advertising, platforms can also explore other ways to make money, such as paid on-demand, derivatives sales, member-only events, and so on. Wouldn't this increase revenue and enhance the user experience?
Furthermore, it is necessary to strengthen user communication. Platforms should listen to users' voices and understand their needs and pain points. Only in this way can you develop a strategy that is more in line with user expectations and avoids user dissatisfaction.
Finally, it is necessary to strengthen industry self-discipline. Video platforms should strengthen communication and cooperation, formulate industry norms, and jointly maintain good market order. Avoid damaging the rights and interests of users and the image of the industry in pursuit of short-term interests.
Of course, as users, we must also actively protect our own rights and interests. When encountering unreasonable charges or services, you must be brave enough to stand up and report the problem to the platform. Only in this way can the platform be prompted to improve its services and enhance the user experience.
Having said that, iQIYI's "suspension of advertising" incident this time also reminds us that while enjoying Internet services, we must also remain vigilant and not be pitted by some "routines". After all, the wool comes from the sheep, and it is we consumers who ultimately pay the bill.
What do you think? Let us know what you think in the comments section! Have you ever encountered a similar "bad thing"? What are your recommendations for the monetization model and user experience of video platforms? Let's discuss together and protect our rights and interests together!
In addition, we can also look at the issue from a broader perspective. This is not just a problem for iQIYI as a platform, but a challenge for the entire video industry. With the intensification of competition, the profitability pressure of platforms is increasing, and how to improve the user experience while ensuring profitability is a problem that all platforms need to think about.
From the perspective of business model, video platforms mainly rely on advertising, membership fees, and content payment to make profits. Ad revenue is the main source, but it's also the biggest killer of user experience. Although membership fees can provide certain ad-free privileges, with the growth of the number of members, the profitability pressure of the platform has not been effectively alleviated. Content payment is a relatively new model, but it is still in the early stages of development, and the market size is limited.
Therefore, video platforms need to explore more diversified profit models, such as developing e-commerce, games, live streaming and other businesses, to build a more complete ecosystem. At the same time, it is also necessary to strengthen content innovation, improve content quality, and attract more users to pay.
From the perspective of user experience, problems such as excessive advertising, shrinkage of membership rights, and decline in content quality have seriously affected the user's viewing experience. Platforms need to pay more attention to user feedback, actively improve products and services, and enhance user satisfaction.
From the perspective of industry supervision, relevant departments also need to strengthen the supervision of video platforms, standardize advertising behavior, and protect the rights and interests of users. At the same time, it is also necessary to encourage platform innovation and promote the healthy development of the video industry.
In short, the profit model and user experience of video platforms are a complex game process. Platforms need to find a balance between the two in order to be sustainable. As users, we must also actively protect our rights and interests and jointly promote the progress of the video industry.