Is payment for knowledge obsolete? | king billy casino bonus code, pragmatic slot adalah

The "historic mission" of knowledge payment in the audio platform has been completed.

This is what Dragonfly FM COO Xiao Yi said in an interview. He pointed out that starting from 2019, payment for knowledge is no longer Dragonfly’s only proposition.

In fact, not only Dragonfly FM, Ximalaya FM is also removing the "knowledge" label and gradually expanding its business from a single knowledge payment to a knowledge plus entertainment content payment. Get App, which is considered by the outside world to be a paid knowledge product, has long stated that it is positioned in knowledge services, and has emphasized the integration of service concepts and Internet technology into knowledge production.

Since this year, there have been many doubts from the user level in the industry: "Is paying for knowledge really useful? Or is it just spending money to buy comfort?"

These phenomena are different from the situation where payment for knowledge has been advocated by the Internet industry in the past two or three years. It seems to indicate that payment for knowledge is moving from its peak to a myth and transformation.

Some people spend money to buy comfort, while some people really learn knowledge

I spent a lot of money, but still couldn't learn knowledge. This is probably the conclusion that many young people come to after paying for knowledge.

Axuan is a post-90s user who pays frequently. The first time he purchased paid audio content was "Speak Well" on Himalaya FM with a friend. She revealed that she went there for "Qi Pa Shuo" and that she was a fan of Ma Weiwei.

However, Ah Xuan did not insist on listening to this audio program that he bought for the first time. "There are too many, and after listening for a long time, you will feel the same. It will not give you continuous surprises, and you will feel tired later. I only chose topics that interest me."

As for listening to it, is it useful to you? Ah Xuan smiled, "No... I thought it made sense when I heard it. After listening to it, I am still me."

Later, she also bought programs such as "Jiang Xun Talks about the Dream of Red Mansions" and "Short and Big, Pointing to the North" on Dragonfly FM. She bought the former because she was studying Chinese and went to listen to it when she learned Dream of Red Mansions; as for the latter, she said that she used to admire Gao Xiaosong and is still a fan now, and will still pay for IPs like Gao Xiaosong in the future.

Axuan believes that paid-for-knowledge audio is either really informative or really interesting. "It's easier for me to listen to something like "Short Big Tight Point to the North", which is relaxing and interesting. Later I bought a course "Xiao Xing teaches you to read financial reports", which is really useful. Some emotional intelligence courses are very mysterious at first glance. If there is no fan halo bonus, I will definitely not buy it. I would rather spend money to listen to it at night and let the little brother coax me to sleep..."rdquo;

Unlike Ah Xuan, who listens to paid-for-knowledge audio more for entertainment, some people have a strong demand for paid-for-knowledge audio. Wang Zheng is an auditory learner who has been exposed to paid knowledge audio for three or four years. Because of his work, he has a strong demand for knowledge audio in the fields of finance, economics, finance, and business. He spends about 700 yuan per month on knowledge payment, listens to it for 3 hours a day, and uses scattered time to recharge.

But such users still account for a very small number. In an interview with Sina Technology, both industry insiders expressed a pessimistic attitude towards payment for knowledge. One of them believes that paying for knowledge is often an impulse purchase, and the course completion rate is not high; sometimes it is for chasing stars; many paid-for-knowledge courses also have free university open course materials, but the sales volume is not as high as that of 9 yuan 9.

Another person also said that he would not buy paid-for-knowledge programs. “Firstly, I am too busy, and secondly, I feel that paying-for-knowledge is currently just about cutting leeks. I don’t believe in quick success. Many people are too eager for quick success.”

I believe we have all been reminded of the 9 yuan 9 and 19 yuan 9 courses in our circle of friends, but how many of them actually persist in studying to the end?

Data show that among consumers who have paid for knowledge, 28% said they were satisfied with the experience, 49.7% said it was average, and 12.3% said they were dissatisfied, thinking they could find free ways to obtain it. There is also data showing that as users’ ability to identify and filter content improves, even for online paid knowledge products from mid- to upper-stream content providers, the average repurchase rate is only 30%.

The rise of paid knowledge has indeed aroused people's desire to learn, and has also revitalized slightly dormant industries such as audio. However, for mobile audio that emphasizes companionship, the highly dense content and information in paid knowledge programs makes it difficult to retain users sustainably and for a long time.

The historical mission of paying for knowledge

The highlight moment of knowledge payment occurred in 2017, and 2016 was called the "first year of knowledge payment". Prior to this, the commercialization of audio platforms mainly relied on advertising, and it had never been so dazzling on the Internet stage.

From 2016 to 2017, riding on the trend of payment for knowledge, some leading audio platforms invested heavily in content copyright, and user growth increased by leaps and bounds. They have shifted from the original UGC or PGC to the PUGC strategy, acquiring users, traffic, rewards, and payment income by purchasing influential copyright content.

For example, Himalaya FM has won programs such as "Speak Well" and "Little Elementary School Questions", and has attracted celebrities such as Guo Degang, Ma Dong, Cai Kangyong, and Mi Meng's team to settle in; Dragonfly FM has won programs such as "Short and Big" and "Literary Youth Xu Zhiyuan"; emerging products such as "Get" and "Answer" have occupied a place. As of August 2017, there were more than 50 million paying users of Knowledge.

It can be said that knowledge payment saved the tepid online audio industry at that time. The rise of knowledge payment has given the outside world a new understanding of audio, and knowledge payment is mostly presented in the form of audio. According to data from the "New Media Blue Book: China New Media Development Report (2018)", 70% of paid knowledge output forms are audio products, because users are more likely to use fragmented time in buses and subways.

And users’ habits are also being affected. From offline classes to paid online classes; from spending money to buy books to buying audio books; from answering questions offline to online paid consultations.

However, with the rapid development of the Internet environment and the continuous upgrading of user needs, knowledge payment has also shown its limitations.

Audio is more intended to make people relax. When users’ demand for improving skills or learning through payment for knowledge gradually decreases, more users will choose softer content areas to carry out paid services. Therefore, the audio platform on the head gradually began to have a pan-entertainment layout.

Xiao Yi once said that the reason why the historical mission of knowledge payment in the platform has been completed is that firstly, knowledge payment is to bring out the most valuable content to attract users; secondly, consuming knowledge requires motivation and cannot be maintained for a long time, and it no longer meets the requirements of scale. "For example, Quanjude doesn't just live on roast duck. Duck derivatives and other foods sell a lot. So you need roast duck to break through, and you need to use other things to scale up. That's why this year everyone is moving towards content payment, such as audio books."

In the field of online audio, knowledge payment, as a pioneer, has delivered a satisfactory answer. But now audio platforms no longer just rely on paying for knowledge to make money. They will make money in more and more categories, such as audio books, radio dramas, children's stories, memberships, etc. Next, the audio industry will gradually move towards large content payment.

However, payment for knowledge will still be a good business

As doubts increase this year, payment for knowledge is indeed not as popular as it was in the past two years. But it is undeniable that from the perspective of content producers, it will still be a good business.

On the one hand, knowledge payment meets the rigid needs of some people; on the other hand, it also relieves the stress and anxiety of many urban people. Even though many of them feel that spending a lot of time and money on learning is not of great significance to their knowledge and growth, this need based on anxiety still exists.

As for the latter, as one industry insider believes, currently knowledge payment mainly relies on packaging. However, to retain users, you also need high-quality content, not gimmicks and marketing.

In addition, in addition to audio, there will be more possibilities for knowledge payment.

"This Screen May Change Your Destiny" has recently been popular in WeChat Moments. From a certain perspective, it is also a kind of payment for knowledge. Therefore, there will still be a lot of room for development if knowledge payment is applied to the right people and scenarios.

Currently, most paying knowledge users of mainstream audio platforms are concentrated in first- and second-tier cities, while the penetration rate in third-, fourth- and fifth-tier cities is relatively low. But in fact, the large population base and low Internet penetration rate in third-, fourth- and fifth-tier cities can provide greater imagination for the development of the knowledge payment industry. Of course, they may pay more attention to paid-for-knowledge products that are closer to life scenarios and have lower application thresholds.

It is worth noting that Toutiao launched a knowledge service application "Hao Study" in July this year. The content covers reading, workplace, culture, life, children and other categories, and is divided into two forms: audio and video. Considering the user coverage of Toutiao, perhaps, in the mass circle and sinking market, Toutiao’s Haoshihua will become a competitive force that cannot be ignored.

Finally, we return to the title question: Is payment for knowledge obsolete? This question varies from person to person and there may be no standard answer. But it can be seen that payment for knowledge is breaking away from the simple concept and changing from selling knowledge to selling products or services. In the future, knowledge payment may become an entrance to the Internet content industry and an important module of more industrial chains.

[Source: Sina Technology Author: Yang Xuemei]