Long videos (usually more than half an hour, mainly TV series) are different from the short videos featured by many video sharing websites in China, and most of them are made by users themselves. Long videos are mainly produced by professional companies.
More than 70% users are willing to pay for high-quality content, and 1-3 months has become the most popular purchase cycle for users; On the premise of informing users of the rules in advance, 59. 14% users hope that the platform can pay at different levels, and the consumption demand shows a trend of subdivision; Nearly 60% of users expressed their willingness to pay for their favorite IP-derived content such as live broadcast, fanwai and eggs.
Among the annual acceptable payment amounts of consumers on the long video platform, 26.88% are paid within 50 yuan, 34.4 1% are paid within the range of 50- 100 yuan, 27.96% are paid by 100-200 yuan, and10.75 is paid above 200 yuan.
However, many consumers buy long video members based on their own dramas or variety shows, and the broadcast cycle of these works generally ranges from 1-3 months.
Therefore, according to the survey, members buy 1-3 months at most, accounting for 30.11%; More than 20% of the members have purchased for more than half a year and 1 year, and another 20% of the users have not purchased long video platform members.
Advanced VOD mode is a value-added service launched by video websites. Paying on a membership basis can unlock the content of the series in advance. However, before this, due to the controversy caused by "advance payment on demand", many platforms canceled this model. In order to better meet the needs of users, the platform further optimized the relevant rules.
23.64% of users do not accept the "paid live finale"; If conditions permit, more than 70% users are willing to accept it. Specifically, 30. 1 1%, 22.58% and 23.67% users are willing to accept the "paid live finale" under the conditions of "having their favorite high-quality content", "knowing the user rules in advance" and "not hurting their members' rights and interests".
59. 14% users want to pay by grades, but they should inform users of the rules in advance; 32.26% users only prefer one kind of member; There are also 8.6% users who are indifferent and think that "the platform has the final say".