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short dramas are two words that are more powerful and controversial this year than "internet celebrity".

after ninety-nine and eighty-one times of refining, purifying, and then condensing, the short play can be called an electronic pickle born for "coolness" - a cool short play that cost 500,000 yuan and recharged hundreds of millions in 8 days.

whether it’s young boys or girls, middle-aged or elderly people on the battlefield or overseas, there is no one we can’t win in our short drama.

by the end of february 2024, more than 40 short drama apps have begun to make money overseas, with revenue from in-app purchases alone reaching us$170 million.

the short play even managed to make the male group who have the most difficulty in spending money generously open their pockets:

data shows that middle-aged and elderly men like short dramas more than women, and middle-aged and elderly men aged 40 to 60 have become the main group of paying users.

"flash marriage my wife is a rich family"

compared with attracting money, the most contrasting event is the change of status.

in the past few days, iqiyi has announced the official launch of “short theater” and “micro theater”.completely enter short dramas, and released more than 300+ new film lists.

in the past, short dramas have always been at the bottom of the contempt chain; now that content is king, iqiyi embraces short dramas that it once dismissed in order to save itself and survive:

iqiyi’s membership revenue has declined for the past six consecutive quarters;

in the first half of 2024, among the top 10 tv series played on the entire network, only 3 works from iqiyi were on the list.

in the first half of this year, iqiyi’s net profit was approximately 68 million, a year-on-year decrease of 81.2%. in the past six years, iqiyi has fallen by 95%, and its market value is less than us$2 billion, which is only a fraction of its peak.

you obviously have the best boss, but why do you make stupid mistakes?

generously monopolizing broadcast rights,

but was scolded and asked to apologize

before this high-profile short drama, iqiyi’s failure to enter sports was the worst this year:

not only did he steal cctv's job, he was also scolded by his own users, offending him inside and out.

recently, people all over the country know that the national football team was "bloodbathed" by the powerful japanese team, losing 0:7. fan zhiyi "wanted to jump into the huangpu river" after watching it - but behind the scenes, iqiyi is the only platform that is more collapsed than the national football team.

before the game, many fans were surprised to find that cctv did not broadcast the top 18 matches of the 2026 world cup asian qualifiers.

due to the broadcast rights, the national team’s games can only be watched in one place:iqiyi.

generally speaking, this kind of competition is broadcast for free by cctv and rarely requires payment. later, a weibo post from cctv sports revealed the answer:

1. “during the negotiation process, despite repeated efforts, the other party’s offer was still extremely high”;

2. “resolutely resist the behavior of domestic and foreign capital disrupting the sports copyright market.”

the person who was named in black and white by cctv was the asian football confederation's agency company, asian football group (afg). during the negotiation process, cctv repeatedly tried to win but failed.

in short, cctv refused to broadcast the broadcast rights of this game because the copyright owner paid too high. so, is there no other way for domestic fans to watch the game?

yes, iqiyi stood up and accepted the price at this time - after all, the bigger the storm, the more expensive the fish.

not only was the price unacceptable to cctv, but iqiyi accepted it and also bought out the broadcast rights exclusively.

in the promotion, iqiyi sports used the term "all-media exclusive broadcast", which means that iqiyi has exclusively bought out the broadcast rights, and if you want to watch the game, you can only watch it through the iqiyi platform.

since iqiyi has exclusively bought out the broadcast rights, it also means that a certain threshold is required to watch.

when iqiyi broadcasts national football matches, ordinary users cannot watch, members cannot watch, and sports members cannot watch.

alternatively, fans can also choose to spend 318 yuan on iqiyi to purchase the "football love annual card" to watch all the national football games at once.

in fact, there are many cases in the business world where wealth and wealth have been obtained through risk and miracles have been achieved through great efforts.

but here comes the climax of the matter——fans who spent money to replenish their membership discovered that they couldn’t watch it even after paying.

for example, when the national football team played against japan in its first game, due to too many people watching the game, a sudden glitch occurred during the live broadcast. as a result, many people spent money and did not see the first 30 minutes of the game.

there are also bugs in the payment interface, game live broadcasts are stuck or even black screens, and redemption coupons are shown to have been redeemed... before watching the game, you have already started to suffer from spending money.

even the most outrageous experience of netizens is: first spend 9 yuan to buy a game viewing voucher, and watch it on the tv for 12 yuan. after clicking the redemption button, it changes to 18 yuan to watch. after a lot of trouble, the japanese team has already entered two games. a ball.

it's so bad that i don't know whether to blame the national football team or the platform first.

after the incident, some fans immediately transformed into violent warriors and frantically summoned iqiyi customer service personnel, demanding that the platform immediately apologize, refund, and compensate without waiting even a minute.

in addition, the level of the national football team that night was too embarrassing, and the excited fans made iqiyi a hot search topic.

after the 0:7 result came out, netizens praised cctv for predicting the event and not broadcasting it and causing trouble for fans across the country.

it spent a lot of money to monopolize the broadcasting rights, but was tortured by netizens due to charging and live broadcasting incidents. in the end, iqiyi issued two apology statements and compensation plans, but it was still difficult to restore the reputation of users.

on the way to relying on sports to save itself, iqiyi still needs to practice.

iqiyi’s strategic transformation,

two major misjudgments occurred!

it has failed in sports, and iqiyi is also a bit mercury retrograde in the fields it was originally good at.

in 2023, there is no doubt that iqiyi will be top-notch:

the popular blockbuster "kurst" made all the minor supporting characters in the drama popular, and also revitalized iqiyi.

according to data, "crazy" is the drama with the highest traffic data, highest revenue, and greatest influence since iqiyi was founded 13 years ago.

this "gold" exit has given iqiyi a big score: in the first quarter of 2023, the number of iqiyi members reached 129 million, with membership revenue of 5.55 billion, which is iqiyi's entire 2023 revenue and users. the quarter with the highest volume.

with such a high opening, iqiyi’s market position this year is like that of a sit-up master.

the performance is good and bad, and the sense of presence is sometimes absent.

1. the popular items that you are good at are stolen by your opponents.

if you say that the industry is generally difficult this year, more and more people will not become members.

the data from other competitors seems to be telling: the number of members of tencent and mango tv is growing, and even youku, which has always been low-key, has ranked second in the industry in terms of drama playback this year.

the popular hits that iqiyi specializes in were first stolen by tencent video with "flowers", "celebrating more than years season 2" and "rose story".

in the past, iqiyi also had a big hit, mist theater. "the hidden corner" and "the silent truth" once became the benchmark for domestic suspense short dramas.

as a result, it was also blocked by youku this year, and youku's suspense online drama ranked first in the industry.

youku's "once upon a time on the border", a southeast asian "border film", set the highest score for a domestic suspense drama in 2024.

therefore, revenue and profits have declined seriously, and members' willingness to pay has weakened. the bottom reason is that there are no hits.

users are not very loyal to the video platform. whoever can continue to make hot money will survive.

2. short plays that i am not good at are robbed by people across the industry.

although the short drama is vulgar and bloody, the ability to make money is very strong.

if the horizontal screen short drama is just short, then the vertical screen short drama born for happiness has developed a new way of making money.

according to popular science, there are two main types: one is that users can watch mini-series for free, and the film producers insert advertisements; the other is that users pay to watch.

as a result, many short drama companies simply opened short drama accounts on douyin and kuaishou. users paid to watch the short dramas, and the film studios then transferred the money received to the platforms for streaming.

in a word, if users enjoy watching it, the show and the platform will make even more money.

but this time iqiyi has lagged behind in entering the market and can only announce its commitment in a high-profile manner:

not only is it completely free for members, but more than 70% of the revenue is allocated to content producers.

it's hard not to be tempted by this kind of flesh-cutting and blood-letting to please people. it is undoubtedly a tough move first, quickly embracing the short drama's thigh, and finding growth points.

short dramas have become a new way to get rich. on the surface, it seems that who is more exciting than who, but in fact, it is a competition for money.

the most awesome boss,

why do you make the lowest level of mistakes?

the short drama is indeed more murderous and the money-making is more ruthless.

the "2023-2024 china micro-short drama market research report" shows that china's online micro-short drama market size will be nearly 37.4 billion yuan in 2023. it is expected that the market size will exceed 50 billion yuan in 2024 and will exceed 100 billion yuan in 2027.

in the past era when the internet was at its peak, the most famous slogan was: “all products are worth redoing with internet thinking!”

now, this sentence has reappeared in the world, and it is indeed a classic that will be passed down forever.

but can the popularity of short dramas really save iqiyi?

as the old king of long-form videos, instead of worrying about life and death in short dramas, it is better to put more effort into the content experience.

membership and advertising have always been the main revenue sources of long video platforms.

from 2020 to 2022, iqiyi raised prices three times at the end of the year. the monthly membership fee increased from 19.8 yuan to 30 yuan, and the annual membership fee increased from 178 yuan to 258 yuan, and the threshold was raised.

however, when you decide to upgrade from an ordinary membership to a platinum membership, you find that things are not that simple.

in 2023, although iqiyi did not increase membership fees, it took the initiative to restrict screen casting and launched a paid advance on-demand program.

for example, even if you want to watch 720p resolution, you must first upgrade to platinum.

this kind of forced "forcing krypton" has indeed driven away countless old users.

gong yu, the founder of iqiyi, holds a ph.d. from tsinghua university. during his top years, gong yu always insisted, "i don't know what other peers think. for iqiyi, it means investing heavily to be the best." programme."

now that iqiyi is in adversity, it may be time to return to its original starting point.

to save the long-form video platform, we must rely on popular products and experiences to support the market.

old users who have paid membership fees for a long time are actually more worthy of cherishing.