Will "view volume display" completely withdraw from the online video stage? | rtp live slot pragmatic hari ini, promo cocaslot

On January 9, Youku Weibo officially announced that it would cancel the front-end display of video playback volume on the entire site. It was the second online video giant after iQiyi to proactively cancel the front-end display of playback volume. In September 2018, iQiyi took the lead in shutting down front-end playback volume and instead used popularity value to measure content weight and iQiyi Index to measure popularity rankings.

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The debate over whether video traffic can be the only indicator of video quality has never stopped. At the end of 2018, iQiyi even announced its 2019 strategy, which will focus on “top content + segmented themes”. It can be seen that it will cancel the display of playback volume to pave the way for the pursuit of high-quality segmented content.

Nowadays, Youku’s actions seem to tell the market that the “big players” in China’s online video have begun to change tracks, from “traffic only” to the fierce competition of “pursuing high-quality content and segmented operations”.

Behind tens of billions of views, it is a brush volume industry of 5 yuan to 10,000 yuan

In September 2018, iQiyi took the lead in canceling the front-end display of video playback volume, claiming that the industry’s evaluation standards for online audio-visual content are showing a trend of simplification, and the impetuous trend of only viewing volume and data-only theory is growing. In order to focus on providing users with higher-quality audio-visual content and services, iQiyi has closed the display of playback volume on the front desk of the entire site since September 3, in order to integrate the content popularity of user discussions, interaction volume, and multi-dimensional playback indicators.

Now, Youku has also followed suit and canceled the display of video playback volume. Youku stated that ratings and playback volume cannot fully reflect the social value of film and television programs, and the influence and guiding significance of a literary and artistic work cannot be measured by such a single indicator. This move undoubtedly followed the example of Netflix in the United States, which canceled the comment area and rating system and focused more on the content and quality of the video.

Some netizens ridiculed that Youku was watching the drop in playback volume, and would not be criticized if it canceled it, because as one of the three major traffic platforms, the playback volume was significantly lower than that of iQiyi and Tencent Video, which has always been an unspeakable embarrassment for Youku. Canceling the playback volume display will undoubtedly be conducive to its next upgrade and transformation. But at the same time, we also need to see that for Youku, canceling video playback is not only a "take advantage of the trend", but also a "have to do" in a sense.

In the past, video playback volume was an indicator that was placed on the pedestal of the video industry together with TV ratings. It was updated in real time, had a prominent position, and eachIt can be seen intuitively on the user's app, and it can influence people's choices more than TV ratings. Precisely because its level "represents" the quality and popularity of a film or television production or a variety show, it will in turn affect its long-tail effect, including the number of viewers, the amount of advertising played, the amount of copyright fees, etc., which are directly related to interests. Therefore, it also breeds illegal activities such as fraud in the industry.

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The popular IP drama "Three Lives Three Worlds, Ten Miles of Peach Blossom" in 2017 once generated 309.1 billion views in 33 days with 58 episodes, which is a famous event in the industry. "People's Daily" also cited the survey results of a third-party organization in its report, saying that a sample survey of 20 TV dramas launched in January and February 2017 showed that the overall broadcast volume of TV dramas was as high as 60%.

When China Business News reporter exposed the phenomenon of fake playback volume, a store that specialized in brushing up the volume said, “Tencent Video is charging 5 yuan for 10,000 clicks, Youku is not supplementing 5 yuan for 10,000 clicks, and it is supplementing 22 yuan for 10,000 clicks. IQIYI is the most difficult to brush up, with 75 yuan for 10,000 clicks. Volume. It’s no problem to generate tens of millions a day.” The so-called supplementary volume refers to the data filtering mechanism that online video platforms have in the process of “fighting wits” with the volume brushing companies to eliminate fake data. Therefore, the number of views generated by the volume brushing companies may fall back after a certain period of time.

Such "data security protection" makes the work of online video companies more difficult, and also lays a hidden secret.

For this reason, iQiyi has also filed an appeal because a third-party company's massive playback volume infringed on its own rights. In 2018, iQiyi sued Hangzhou Feiyi Information Technology Co., Ltd., a "volume brushing" company, for unfair competition. iQiyi won the lawsuit and was awarded 500,000 yuan in compensation. The defendant, Hangzhou Feiyi, specializes in providing traffic brushing services for video websites such as iQiyi website, Youku Tudou website, and Tencent Video website.

When assisting user selection and advertising playback volume become the interests of a black industry chain, behind the tens of billions of playback volume is a huge industry chain worth 5 yuan to 10,000 yuan, losing its original intention of measuring video quality.

Video quality is a measure of not just traffic

The factors that determine the quality of a film and television work or a variety show have always been complex and changeable and cannot be generalized.

Starting from film and television works, the quality of the actors' acting skills, whether the dubbing is appropriate, whether the service is exquisite, whether the storyline is real and contagious, etc., will all affect the quality of the film and television works. Starting from variety shows, guest performance, gameplay settings, subtitles and soundtracks, and even broadcast time and broadcast platform, etc., all constitute the character and characteristics of a program. It is far from being mapped by the playback volume of the work itself on the platform.

The outside world’s feedback on the reputation of film and television works should also be diversified. From the most intuitive video playback volume to the "likes" and "dislikes" guided by many video platforms today; the activity level of barrage; the popularity of topics on external social platforms; the search index in search engines; publicity reports from traditional media; and even "likes" or "diss" from government departments and relevant organizations can all become factors that affect user choice and multi-dimensional indicators for measuring video quality.

When iQiyi closed the playback volume display, it stated that the "playback volume-only theory" has caused many practitioners to target playback data, distorting the original intention of creation and promotion, and making vulgar hype in order to attract attention. Work drafts are full of publicity that the playback volume exceeds tens of millions and hundreds of millions. Star artists' CP bundled hype and different celebrities' competition for spots far exceed the film and television works themselves in publicity; the phenomenon of bad money driving out good money is increasingly on the rise, and a large number of high-quality works have been buried due to the lack of a comprehensive and objective evaluation system. In 2018, during the broadcast of the TV series "Tiansheng Changge", it was stated that the reason for the show's low ratings was that the film studio did not purchase playback and hot searches, so its popularity was lower than that of film and television works of the same type.

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Previously, according to the recommendation logic of online video platforms, the higher the playback volume of a work, the greater the chance of being recommended to the homepage. If the playback data is watered down, and works with falsely high data are recommended to key resource positions on the homepage for a long time, it may lead to wrong choices for viewers. This is a hidden threat to the video platform, which is difficult to detect in the short term. However, in the long run, when users are faced with recommendations that are no longer high-quality content and interesting content, but so-called "popular videos" and "hot videos" deliberately piled up by data-massaging companies, users will inevitably lose confidence in platform content and no longer trust the platform's recommendation mechanism, which will easily lead to user churn.

Users are the cornerstone of the platform's survival. The direction of interest and content guided by every real person behind the screen is the most important rule that the platform should abide by in the process of maximizing profits. If this group of users cannot rely on the recommendation mechanism they see in front of them to choose good content and cannot find effective reference indicators, their every click may not be the real and useful data that the platform needs. As a result, advertisers are unable to make reasonable assessments of the effectiveness of marketing efforts, and the healthy and sustainable development of the industry is bound to be undermined.

From Netflix in the US toDomestic iQiyi and Youku are all targeting diversified video evaluation systems by canceling playbacks. Every video platform hopes to create a video evaluation system that leads the industry. However, it is clear that canceling playbacks is only the first step in a long journey, and is far from the ultimate solution. How to combine the reputation, social influence, value orientation and other factors of content works to build a popularity value evaluation system with a diverse evaluation system and reasonable comprehensive weights still has a long way to go. But on this road, technological progress and the development of content payment habits have given online video platforms the motivation and support to persist in exploration.

Technical algorithms and content payment, give video players new ways to play

In 2018, the number of online video and mobile video users in China exceeded 600 million, accounting for approximately 40% of the total population. China’s online video competition has also entered the second half, with mobile terminals continuing to accelerate and mature. Capturing user time is the main gameplay in the second half. High-quality programs and high-frequency in-depth interaction are the keys to improving user retention and time. Traffic is no longer the only goal.

With the advancement of technological algorithms and the gradual formation of content payment habits, it is the trend of the times for the development of online videos to start from the big video players themselves, cut off their own strength, and put the playback volume that determines advertising placement into the shadows.

At present, in the field of technology, the "thousands of people, thousands of faces" function that has been implemented has become more complete. It has a powerful backend that collects user information all the time, and masters detailed data such as the length of time users watch a certain video, the frequency of clicking on a certain type of video, the content of comments on a certain celebrity, the number of comments posted, and the topic discussions they participate in. In the eyes of the background database, each user becomes a combination of tags one after another. The backend can use algorithms to recommend corresponding content of interest for corresponding tag combinations in massive amounts of information, meeting the user's viewing needs to the highest extent.

The maximum satisfaction of user needs and the user's willingness to pay for it are mutually reinforcing and indispensable communities. As copyright awareness increases and users' demand for high-quality content increases, users' awareness of paying for content is also gradually increasing. As a result, the revenue sources of online video platforms have changed, from absolute reliance on external advertising to diversified revenue systems such as self-made movies, homemade variety shows, and the establishment of a complete membership charging system.

The successful experience of American Netflix based on high-quality content and membership business shows that attracting paying members through high-quality content and then collecting value-added service fees from paying members is a stable profit model.

According to public information from iQiyi, as of the end of September 2018, the number of paying members reached 80.7 million. In terms of quarterly membership growth, since 2018, iQiyi's single-quarter membership growth has been higher than that of Netflix. In the third quarter, the number of members increased by 13.5 million from the previous quarter, and the growth rate was nearly twice that of Netflix. This also shows that my country's online video payment business is in a stage of rapid development, and there is huge room for growth. In 2018, the number of online video paying users in my country reached 180 million, and the market size was 35 billion yuan.

No longer relying on advertising, online video platforms should be more determined to take advantage of the flooded playback volume. This can not only improve user experience without damaging economic benefits, but also provide more meaningful value guidance for improving video quality in the long-term future. Kill three birds with one stone, why not do it.

[Source: Titanium Media   Author: Entertainment and public suspicion]