Shulou(Shulou.com)11/24 Report--

Since its launch on January 14, regardless of popularity, rating or word-of-mouth, the series has been firmly at the top of the series. As of 13:00 on January 31, 230000 people had scored 9.1 on Douban platform.

Just before and after the broadcast of "Storm," iqiyi was still caught in a whirlpool of negative public opinion, such as member price increases and restrictions on screen casting, and was complained of "eating ugly." unexpectedly, he regained a good reputation with a drama.

Boutique content is becoming the core competitiveness of video platform. At a time when the whole industry is implementing cost reduction and efficiency reduction and profit-making, stable high-quality content output capacity will become the key to the development of the platform.

The art of saving love in "Water and Fire" recently, "have you seen" Crazy "?" It has become an opening statement for many people to meet and say hello. Videos posted by netizens show that almost all passengers in the return high-speed train cars for the Spring Festival are watching "Crazy Wind", which is a big drama at the beginning of the year.

From the data point of view, it is more intuitive. "Storm" began to air on January 14, and surpassed "son-in-law" to become the hottest show in iQiyi station on January 25, and the heat value broke the record for four consecutive days. Yunhe data show that on January 30, the effective broadcast market share of the feature film "Storm" has reached 63.6%.

There has been no hot search since "Storm" began, with more than 1000 topics on the hot list, and Weibo topic # suggest to check that Zhang Songwen is unlike Zhang Songwen. The number of views is as high as 650 million. As of 13:00 on January 31, 230000 people had scored 9.1 on Douban platform, crushing "Manjianghong" and "wandering Earth 2".

Regardless of popularity, rating or word-of-mouth, "Storm" is the best performance of iqiyi's self-made drama. The popularity of "Storm" is more or less the meaning of saving Qiyi in "Water and Fire". Before and after the broadcast of the play, iqiyi fell into a public opinion crisis such as member price increases and restrictions on screen casting.

In December 2022, iqiyi announced an increase in the subscription prices of gold VIP and Star Diamond VIP members, the third price adjustment in nearly three years, in which the monthly price of gold VIP rose from 15 yuan to 25 yuan, an increase of nearly 67 percent.

Successive price increases have pushed iqiyi to the forefront of the wind and waves, but this is not over. In January 2023, iqiyi App began to impose restrictions on the screen casting function. Gold VIP members only support 480p screen casting (previously supported the highest 4K definition screen). If you need a higher definition screen, you need to open platinum members or watch the broadcast on the TV.

This is seen by many netizens as a price increase in disguise, complaining that iqiyi "tastes ugly." Shanghai Consumer Protection Commission said, "the platform's practice of restricting consumers to cast screens in App is unreasonable, and it is even more unkind to charge more fees in this way." And remind the relevant video platform that the practice of doll-like membership in consumer wool is not good.

Netizens complain that official roll call, iqiyi is mired in a whirlpool of negative public opinion and urgently needs a positive thing to repair his image in the minds of users. At this time, the "wild wind" appeared. The popularity of "raging" suppressed iqiyi's previous negative information, successfully diverted the attention of users, and even many users filled it as a member.

Now, few users are discussing whether iqiyi members are expensive, and users are still willing to pay for good content. For iqiyi, the ever-rising membership fees must be supported by better quality content. The popularity of "raging" is just the beginning, and the continuous output capacity of popular styles is the key.

Iqiyi needs more "Speed" since the Internet industry faced the cold winter in 2021, long video platforms represented by "Aiyou Teng" have opened to reduce costs and increase efficiency, from the previous money to the pursuit of high growth to the pursuit of profit. Iqiyi frequently writes articles on member fees, which is closely related to his profit pressure.

All iqiyi's income comes from "content", and its income structure is divided into four parts: members, advertising, content distribution and other four parts, of which member fees are the largest source of income, accounting for more than half of the total revenue. The increase in the price of members is directly linked to income, but good content is still needed to get users to pay the bill.

According to iqiyi's Q3 financial report in 2022, popular styles such as "Canglan Formula", "penalty" and "Genius basic Law" have led to the growth of iqiyi's membership. When the number of Aiqi members increased by 10 million, Non-GAAP 's operating profit increased by 53% to 524 million yuan from the previous quarter, which was iqiyi's third consecutive quarter of positive operating profit.

Wang Xiaohui, chief content officer of iqiyi, said at the earnings call that self-made content has become one of the main forces of iqiyi's popular style content. This depends on three aspects: first, it has built a self-made team with a studio with various styles and professionals as the core; second, it has formed a set of mature and efficient operation mechanism, which runs through the whole process of creativity, production and broadcasting; third, the intelligent production system has gradually matured, which provides support for maintaining the popularity rate to a certain extent.

It is worth mentioning that in the context of reducing costs and increasing efficiency, the industry is more cautious about content investment. In the case of continuous compression of content costs, the platform's trial and error space for popular content will also be limited, once it is unable to form a positive cycle, it is bound to face the loss of users.

Gong Yu, CEO of iqiyi, said that for iqiyi, the content strategy is to reduce quantity and improve quality. In the first half of 2022, we effectively implemented "increasing revenue and reducing expenditure". In the second half of the year, iqiyi launched the strategy of "calm growth" and appropriately increased content and market investment. In the third quarter, iqiyi's content cost rose 10 per cent month-on-month to 4.3 billion yuan, but was still down 18 per cent from a year earlier.

Long video platform has been developed for more than a decade, "people go with the drama" is still the same logic, which platform has a popular style, users will flock to which platform, it is difficult to say loyalty. If iqiyi wants to attract and retain more users and maintain profitability, he needs to produce more "high winds".

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