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

On the afternoon of November 16, NetEase Group released its Q3 financial report for 2023. In the third quarter, NetEase had a steady performance, with a net income of 27.3 billion yuan; under non-generally accepted accounting standards, the continuing operating net profit attributed to the company's shareholders was 8.6 billion yuan. NetEase Media, which produces innovative content with digital technology, constantly satisfies and enriches users' content consumption experience. NetEase News client ranks first in the industry in terms of per capita one-day use.

During the quarter, NetEase Media, as the official online brand promotion service provider for the Hangzhou Asian Games, once again created a good record in the dissemination of international events. NetEase Media integrates AI and other technologies into content creativity and production to improve the efficiency of high-quality content creation and bring brand-new content experience to consumers. On the marketing side, NetEase Media launched the NetEase cultural travel brand, taking "content cultural travel" as the brand positioning to stimulate the consumption vitality of digital cultural travel.

The proportion of video content consumption is steadily increasing. Users work together to build community content ecology.

NetEase News client focuses on discovering high-quality video content and building video content ecology to provide users with a better video consumption experience. In the third quarter, the proportion of video content consumption in the terminal has steadily increased to 74.8%, and the per capita one-day use continues to rank first in the comprehensive news and information industry.

NetEase platform continues to develop cooperation with high-quality copyright parties in the direction of skits, and has launched a new feature of skits in the client. As of the third quarter, NetEase News users have been able to enjoy more than 16,000 episodes of wonderful skits on the client, covering popular mainstream themes such as God of War, rebirth, traversing, Shenhao, counterattack, magic doctor, sweet pet and so on.

At the same time, NetEase News continues to actively build community products, and UGC has become one of the main content types in the end. Community-based organizations are gradually taking shape, and co-building has become one of the main driving forces of traffic, and the content ecology is closer to users and more personalized. In the third quarter, NetEase News client community UGC content increased by 110.6% year-on-year, the number of community content production users increased by 94.5%, circle interaction increased by 129% year-on-year, and the community atmosphere was active.

Deeply help Hangzhou Asian Games spread 193 hot searches to show the influence of content.

Based on "original good content", NetEase Media gives full play to the advantages of the trinity of product power, content and communication power, and creates an upgraded version of the content package for users around major events concerned by the Hangzhou Asian Games and other major events concerned by the whole people. let users enjoy sports passion at the same time, but also immersive experience of the charm of Hangzhou.

NetEase News client goes online on the exclusive channel of the Asian Games, aggregating the focus content of the whole network, such as event news, medal KuaiBao, planning Jina, creative activities, etc., so that users can keep abreast of the latest competition situation for the first time and share love with friends with common interests. As of the eve of the closing ceremony, the relevant content of the Hangzhou Asian Games has been exposed at the end of more than 300 million.

NetEase Media also launched a series of wonderful plans, such as "Asian Games Dream House", "moving Road together to visit Hangzhou", "out-of-bounds Asian Games Special Edition," and other wonderful plans, in-depth interviews with sports celebrities, and related topics rushed into hot searches many times, leading the whole people to discuss the upsurge of the competition. During the competition, NetEase Media Hangzhou Asian Games-related content exposed more than 4.1 billion platform-wide hot search, the highest ranking Weibo hot search list, with a total time of more than 832 hours.

Technology-driven content improvement and innovation AI assistant has served creators 150,000 times

With the strong development of digital economy, technological innovation has created more and more convenience for the supply of digital cultural services. In NetEase Media, AI and other new technologies have become new engines to stimulate the production of creative content and enhance the supply of high-quality content.

In July this year, NetEase Technology used generative AI tools to plan a time-travel meeting for Eassy, China's first hyperrealistic digital human technology blogger and chief experience officer of NetEase News, to talk to Musk. NetEase Technology has also created two digital personalities, the interview host "Yi Bingyan" and the news anchor "reverse Sister", to explore the change of the content model under the new man-machine cooperation. In August, Yi Bingyan talked to Liu Jianhong and launched a digital video to explore the reasons for the failure of the Chinese women's football team in the World Cup, fully reflecting the advantages of virtual anchors in program content production, easily overcoming the time and space obstacles of guest scheduling, and greatly saving the manpower of the shooting team.

During the Hangzhou Asian Games, NetEase Media Science and Technology Research Institute launched the AIGC digital man creative program "Hot AI Asian Games". Through the combination of AIGC drawing, graphic text, graphic video and AI digital human technology, the column explores the interesting and little-known cold knowledge during the Hangzhou Asian Games from the perspective of digital man.

AI also brings a more efficient content production experience for platform creators. NetEase released the "AIGC Wisdom Project", packaging AI intelligent assistant, paid content, end-to-end and internal and external distribution and other functions to connect creators with more cash opportunities and achieve win-win symbiosis. In the third quarter, the article and dynamic publisher AI assistant has provided services to creators about 150,000 times.

Content payment business continues to grow, Wenchuang IP copyright business achieved good results.

NetEase Media actively explores differentiated content payment business, constantly enriches the category of paid content, and realizes the continuous growth of paying users. At the same time, NetEase made new breakthroughs in the copyright business, with several exclusive story IP of his human studio successfully selling film and television adaptation rights, and more high-quality long-reading content loved by users and recognized by the industry, and achieved good results in the fields of book publishing, e-book and audio content production.

In terms of paid content, NetEase News client launches the mount feature, which allows all creators to add paid content mount when publishing videos, so as to obtain the mount revenue. The paid content traffic package is launched, and the paid individual article / column is supported to use the paid exclusive traffic package. After continuous optimization of paid products and operations, the pipeline of paid content in the end continued to grow in the third quarter, with an average daily increase of 52% compared with the previous quarter; the level of paid creators continued to expand, increasing by 36.63% compared with the previous quarter. Stories and knowledge are the two most popular content areas for creators, with creative themes covering emotion, case, history, finance, health and other directions.

At the same time, the platform made great efforts to promote exclusive content contribution and operation topic customization, and the cumulative exclusive internal capacity increased by 424% in the third quarter compared with the previous quarter. The mobile sales ratio of exclusive content and customized topic content is more than 50%, which is much higher than the overall mobile sales performance of paid content.

In terms of copyright business, in the third quarter, NetEase Wenchuang's studio "the abyss", "exchange" and "deathbed ward" and other exclusive works loved by users successfully sold film and television adaptation rights. film and television development will be carried out by domestic famous directors and front-line teams in the industry, and at the same time The film "three Brigades", adapted from 2018 Netechange's annual click champion and studio author Shenlan original documentary Literature, will also be released nationwide on December 15. A collection of short stories, such as the past of Wuai Street and the Prosecutor of Major crimes, has been published. The studio has also produced a number of e-books and audio works in conjunction with Wechat Reader, Himalayan, Wechat listening, lazy listeners and other platforms.

Launch NetEase Literature Travel Brand to open up the full link of content Culture Travel Marketing

Relying on the content capability, technical support and industry resources accumulation of NetEase Group, NetEase Media focused on the literature and travel scene, and officially launched the NetEase literature and travel brand in the third quarter, with "content literature and tourism" as the brand position. promote the integration of digital creative content and cultural travel scenes. NetEase Wen Tour has constructed a "STORY-LINE" content travel full-link marketing model of "Scene- scene / Technology- technology / Original- content / Resources- resources / Yield- revenue", and through the mode of local +, music +, IP+, digital +, communication +, join hands with city and brand partners to open a new marketing imagination.

At the end of the industry, NetEase Wen Lu, together with the BYD Han family, went back to the Hexi Corridor to find traces of Chinese culture, and with the "spread +" mode, opened a box of oil to cross 1100 km of Hexi Corridor to broadcast the challenge, and jointly created a series of documentaries on Chinese culture. landing in Dunhuang to find a way for brands to trace and experience Chinese culture in Dunhuang, carry forward the win-win spirit of "Belt and Road Initiative" exchange, and start media test driving activities.

On the government side, NetEase Wen Tour takes Taishun, Wenzhou, Zhejiang Province as a sample, and injects the different capabilities of NetEase Group into the city through the "local +" mode. For example, through NetEase's strict selection of e-commerce to help farmers, NetEase's public welfare "one screen" science and technology assistant, together with NetEase Yun music, NetEase game "forever robbing forever", NetYi Wenchuang Heart talk Society, my father is a dragon IP renovated new urban culture. And link up with the client, Learning Power, Beautiful Zhejiang and other official media to jointly promote and open a city.

NetEase Literature Travel is born at the right time and conforms to the trend. In the future, it will join hands with more cities, scenic spots and brand partners to create along the "story line" of content Culture Travel.

The "China Internet Development report 2023" blue book released during the Wuzhen Summit of the World Internet Conference in 2023 shows that China's digital economy has a strong momentum of development and has become an important engine for steady growth and transformation. As the leading content information platform in China, NetEase Media will take "content + technology" as the lead, gain insight into the changes in the digital culture market, continue to innovate in content, participate in and lead the construction of digital culture consumption, and bring value to brand partners.

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