Why does the video website garner extra copyright?



The major video sites have recently held video media resource promotion conferences in 2015. The Beijing Commercial Daily reporter found that as the competition in the industry has become increasingly fierce, as an excellent weapon for attracting advertisements, exclusive copyright has once again become the hot spot for the next video site. .

Statistics show that in the third quarter of 2014, the market share of online video revenue accounted for Youku Tudou, Iqiyi, Sohu Video, Tencent Video, and LeTV. Among them, Youku Tudou ranked first with 22.82% market share. Fantastic arts followed by 19.07%.

In order to obtain a higher market share, major video sites do not hesitate to spend heavily on the introduction of premium copyrighted content. In the exclusive purchase of popular domestic film and television drama, Sohu video, Youku Tudou began the Korean variety show and Korean drama competition; Tencent video, LeTV as to attract users, launch live concerts online broadcast and other ways to compete for exclusive copyright resources. Among them, Youku Tudou bought a Korean drama for a single episode of US$ 120,000 this year. It doesn't matter if it is a network-only broadcast right of love.

It is worth noting that due to the impact of relevant policies, many advertisers have shifted their attention from traditional media such as TV stations to video websites. Peng Zheng, director of research and development consulting at Lezheng Media, told the Beijing Commercial News reporter: “Compared with traditional media, video websites have exceeded the time and space constraints and can provide users with services and advertisements 24 hours a day. Video websites can also be used technically. Judging the user, using data mining technology to find the audience of the brand, targeted advertising, this approach is even more favored by advertisers."

Video websites attract advertisers by strengthening exclusive copyrights, and will inevitably increase the cost when introducing TV dramas and variety shows. However, the high copyright fees also bring great returns.

As Sohu Video has been developing the American Opera section since 2010, the number of imported American dramas has reached more than 100. Sohu Video will launch more than 20 new US dramas to be released in 2015, becoming the most popular video site in the United States. Sohu The video has thus attracted a large number of high-end brand advertising. In addition, where did Iqiyi’s exclusively broadcasted dad go, he set a new record for the domestic quarterly broadcast program's online title fee in the second quarter, and brought in an income of 66 million yuan for iQiyi.

In addition to overclocking exclusive copyrights, major video sites in recent years have also begun to increase investment in online content creation. Since Hunan Satellite TV establishes Mango TV and exclusively broadcasts video resources, many video sites are aware that excessive reliance on television stations and film and television production companies may restrict the future development of the company. Strengthening content creation to expand exclusive copyright can solve this problem. In order to enrich the content and resources, major video sites have started to overwhelm the production of movie and TV dramas. Iqiyi has participated in the production of Internet TV series Tomb Raider notes with up to 5 million yuan per episode. Youku Tudou also unveiled absolutely nothing, Little Apple, Miss Puff, etc. Network homemade drama.

In the face of increasingly fierce market competition, the survival of small-scale video sites has become increasingly difficult. In the fight for copyright in the sky-high price of video content, some video sites have been silent. "With the fierce competition for copyright, some under-funded video sites have already been eliminated by the market. In the coming period of time, the domestic Internet video field will form a pattern of five major video sites such as Youku Tudou and iQiyi." That is to say.
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