The short video platform will broadcast live film and television dramas, “Doukuaihao” will replace “Aiyouteng”?

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Text/Zhai Yuanyuan

Source/Tech Planet (ID: tech618)

iQiyi, Youku, and Tencent Video may be ushering in strong rivals in the film and television market.

Recently, a number of live broadcast accounts for film and television dramas have quietly appeared on short video platforms such as “Doukuaihao” (Douyin, Kuaishou, and video accounts). These accounts are either personal accounts or institutional accounts under the TV station, which are dedicated to live Movies and TV shows.

Among the three short video platforms, Kuaishou Film and Television has the most abundant “resources”. Whether it is classic old dramas or currently popular dramas, almost all of them can be searched on the platform to varying degrees. Enter the keyword “television live broadcast”, and you can find many live broadcast rooms that are live broadcasting TV dramas, such as “Returning the Pearl”, “Sweet Honey as Frost”, “The Legend of Zhen Huan”, “Daily Life of Qingqing”, “The 28th Law of Love” Wait, old dramas and new dramas are all covered.

The “resources” of Douyin film and television are slightly inferior, and the forms of live film and television dramas are also more subtle and diverse. Enter the keyword “tv series live broadcast”, and you can search for “Journey to the West”, the new version of “Huan Zhu Ge Ge”, etc.; the live broadcast of the original sound channel of TV series, such as “Wulin Biography”, “Ruyi’s Royal Love in the Palace”, “Romance of the Three Kingdoms” and so on; watch It seems that one-sixth of the bottom of a static cover image is actually reserved for the TV live broadcast screen, and the anchor shows a face in the lower right corner of the live broadcast screen, quietly watching the TV series with netizens without speaking.

Video account broadcasts live broadcasts of film and television dramas, most of which are institutional accounts of regional TV stations. The types of film and television dramas are more in line with the portraits of video account users. Most of the films are classic old films from the Anti-Japanese War period, and there are also a few popular dramas in the past two years, such as “Awakening Age” “Human World”, “Langya Bang” and so on. At the same point in time, the platform may have dozens or hundreds of live studios performing live broadcasts of film and television dramas at the same time.

The anchors of live film and television dramas mostly rely on apprenticeships to monetize, that is, to develop and offline, and specialize in teaching people to live film and television dramas. Fees range from tens of yuan to 200 yuan. Or do platform tasks, the platform provides certain cash rewards. When the number of fans reaches a certain level, the anchor will have more ways to monetize, and he can also hang shopping “little yellow carts” and live broadcast to bring goods. However, usually these anchors don’t make a lot of money. An anchor of a film and television live broadcast account told Tech Planet that live broadcasting of film and television dramas is just a sideline business, and the amount of money earned is not fixed. I only earn a few dollars a month.

At present, it seems that the track of live film and television dramas has not yet produced an account with millions of fans similar to the second creation, nor has it created a myth of wealth comparable to the field of live streaming. But behind the emergence of such live broadcast types, there are clues that long video platforms have to be taken seriously. Once the short video platform develops the habit of watching dramas directly, what can the long video platform do to retain users who are not very loyal and interested in following the drama?

Live TV dramas, broadcast freely without copyright account

Many of the anchors of live film and television dramas are the anchors of the previous “Second Creation” accounts, and now they have turned into live broadcast bloggers of film and television dramas.

Ah Jing is considered to be one of the anchors with a relatively high number of fans among live film and television drama accounts. Ah Jing told Tech Planet that she has been playing short videos for less than a year now, and has been live streaming movies and dramas on a short video platform for half a year, with more than 100,000 fans. The password to increase fans is live broadcast + short video, live broadcast non-stop every day, to maintain basic fan growth, the fastest shortcut to really increase fans lies in popular short videos. A Jing said that live TV dramas may increase their followers by about one or two hundred a day, and popular short videos may increase by thousands or even tens of thousands.

It is also a film and television drama, and the threshold for live TV dramas is lower than that of live movies. TV series means more episodes, and the anchor is more worry-free when live broadcasting. A play can be played for two days, and a play can also be played repeatedly. Ah Jing said that she has been broadcasting the TV series “Sweet Honey as Frost” for half a month. Fans want to watch it even after watching it, and she plans to broadcast it for another half a month.

There is a certain gap in the review and supervision of the platform, some anchors have a weak awareness of copyright, and their understanding of the platform’s attitude is not uniform. In Ah Jing’s view, the attitude of the platform is almost tacit approval. No one cares about the platform, any drama can be broadcast live, whether it is the latest hit drama, or classic old drama, domestic and foreign, movies and TV series, as long as you want to watch (except prohibited movies), you can broadcast it. There is no requirement for the number of account fans for live broadcasting of film and television dramas, as long as you have the live broadcast permission, you can also live broadcast with a new account of 0 followers.

Some anchors are more clear about the bottom line and rules of the platform. Xiaoqing, another anchor, told Tech Planet that the platform allows live streaming of film and television dramas, but sometimes there are warnings. There are policies on the top and countermeasures on the bottom. If you encounter a warning, just download it and start it again. The red line of the platform is that movies and television dramas without copyright cannot be broadcast, such as the first and second parts of “My Fair Princess” cannot be broadcast, and the account will be blocked if it is played. “Most of the dramas broadcast are fine, and the platform will ignore it after one or two warnings.” However, according to Tech Planet observation, many anchors can broadcast “Huan Zhu Ge Ge” normally.

Like many short video platforms, Douyin has not explicitly banned the live broadcast of film and television dramas. However, among these short video platforms, Douyin seems to have a relatively strong impact on the live broadcast of film and television. There are relatively few live broadcast accounts of film and television dramas searched on Douyin, and the anchors are also better at dealing with the platform.

Except for daring anchors who blatantly live broadcast film and television dramas directly, other anchors either live broadcast with the sound of the original sound channel of TV dramas, or use live broadcasts of movies and TV with different screen ratios to avoid platform monitoring to the greatest extent. The film and television anchors who accept apprentices will also provide students with a white list of “safety insurance” playlists.

The live video broadcast on the video account may be the safest type of live broadcast. Because most of the live broadcast accounts are institutional accounts set up by local TV stations on the video account, the film and television dramas played are also relatively old, such as “Dream of Red Mansions”, “Before Dawn”, “Autumn Cicada”, “Crossing the Yalu River”, “Great River”, “Mountain and Sea Love” “Ordinary World” etc.

The number of viewers in the live broadcast room of the video account is also relatively high, and the number of viewers in most live broadcast rooms is around 200,000. According to data from Qingdao Daily’s video account “Handheld Qingdao”, 202,000 people watched an old movie when it was played. The official video account even created a special collection page for the live broadcast account of the film and television, “24-hour report”, “24-hour viewing”, users click on the “24-hour report/watching” tab, and then they can enter the live broadcast room to watch.

There are various monetization methods: accepting apprentices, tipping, bringing goods

Many film and television live broadcast anchors are self-employed, and the monetization methods are relatively scattered and not very large-scale. The more common monetization models include: recruiting apprentices, live broadcast rewards, shopping “little yellow carts” in the product window on the homepage, shopping “little yellow carts” in the live broadcast room, and promoting small games. Among them, recruiting apprentices may be a monetization method that can be realized at the initial stage of novices, and there is no limit on the number of fans.

The income gap between anchors is huge. An anchor who broadcasts TV dramas for half a month told Tech Planet that she currently only earns five yuan. Chen Chen, another anchor who has been live broadcasting for nearly a month, told Tech Planet that he earned almost 6,000 yuan. As a student apprentice, she taught 166 people how to learn live film and television dramas in the best half a month. Each person charged 100 yuan, and finally earned more than 10,000 yuan, and gained 1,600 followers. There are also anchors who earn tens of thousands of yuan in half a year.

Chen Chen has more than one account, and every day she broadcasts live broadcasts on multiple live broadcast accounts at the same time, earning at least four to five hundred live broadcasts throughout the day.

It is the fastest way to accept apprentices, and the threshold for apprenticeships is also very low. Even an anchor with only more than 100 followers dares to accept apprentices publicly, and promises to the students that he can quickly increase his followers through live broadcasts of film and television dramas. An anchor of a film and television live broadcast account told Tech Planet that he needs to pay 100 yuan to learn how to live broadcast TV dramas. The services she can provide are not only teaching live broadcasts, but also how to realize cash in the later stage. There are three ways to monetize: accept apprentices in the live broadcast room, hang up shopping “little yellow cart” to bring goods, and sell traffic cards. The new account with 0 fans will use the mobile phone first to live broadcast TV dramas, and after 1,000 fans can use the computer to live broadcast.

The monetization of film and television live broadcast accounts is very similar to paying for knowledge. There are more people who teach people to monetize than students, and people who sell shovels earn money earlier than those who mine. The above-mentioned host has only started the live broadcast of the TV series for the fourth day, and has only more than 100 fans. She has no successful cashing experience, but she has already recruited four apprentices.

The live broadcast room itself is one of the best scenarios for attracting traffic and recruiting apprentices. Some anchors will directly type the words “receive disciples” in the live broadcast room to guide users to add WeChat. The slogan of apprenticeship is also very tempting: “The income of broadcasting dramas is 400+, and it is easy to earn money with a mobile phone. The number of fans increases by three digits every day, and there is no need to show your face.” In order to increase credibility, anchors usually post screenshots of their daily income .

The experience of live broadcasting of film and television dramas cannot be copied across platforms, and the prices of apprentices on different platforms are not uniform. Some people provide tutorials + film and television drama resources + URLs, and the total fee is 40 yuan. Some people offer a variety of fee packages ranging from 39-129 yuan.

An anchor who teaches people to broadcast dramas sent to Tech Planet shows that the price of teaching mobile dramas is 39 yuan (teaching the font at the top of the screen); On the basis of the second method, how to shield outside interference and broadcast dramas on the computer will be charged at 99 yuan. The package with the highest fee, in addition to the 99 yuan package, also includes 24-hour drama broadcasts, floating fonts and backgrounds in the live broadcast room. And it promises that thousands of TV drama and movie resources are permanently available.

On Douyin, some anchors who teach people to play dramas charge 199 yuan. An anchor named Yuxue introduced to Tech Planet that other people usually charge more than 1,000 yuan, but her fee is much cheaper. She spent more than 2,000 yuan to learn various live broadcasts. Finding her to learn to broadcast dramas can provide a white list that can be broadcast live, and it is not easy to be banned or blocked by the platform.

The video live broadcast on the video account is part of the public welfare live broadcast, and occasionally there will be a link to the “little yellow cart” for shopping such as books and food in the live broadcast room.

The person in charge of the video account of a certain TV station told Tech Planet that they broadcast live TV series on the video account not long ago, which is a public welfare live broadcast and does not use it for profit. The live content on the video account is synchronized with the TV station. “The TV station is now interacting with large and small screens, and multiple channels are broadcast simultaneously.” The live TV series are authorized by the TV station’s unified procurement in the province, and the live broadcast room does not accept user tipping.

The short video platform subverts “Aiyouteng”?

Leaving aside the discussion of compliance with the scope of copyright live broadcasting, as well as the copyright wars between long and short videos, the live broadcast of film and television dramas on short video platforms means the development and migration of users’ habits of watching dramas.

A live broadcast account of a short video platform shows that the account started live streaming in September, and within three months, it gained 46,000 fans and received 822,000 likes for the live broadcast. Its live broadcast time is not fixed, sometimes live broadcast for 3-4 hours, and sometimes live broadcast for 12 hours. About 1,000 people are online for each live broadcast. Another account with more than 100,000 followers showed that its live broadcast replay showed that 20,000 people watched it when the number of users was the highest.

The live broadcast rooms of Douyin TV dramas are relatively deserted. Some live broadcast rooms only have single-digit viewers, and some live broadcast rooms have hundreds to thousands of viewers.

According to the observation of Tech Planet, when the number of viewers was the highest, the live room data showed that 565,000 people had “watched” the live broadcast room of the film and television drama on the video account. There are more than 200,000 or 100,000+ “watched” live broadcast rooms everywhere.

Although these data samples do not seem to be able to leverage the basic disk of long videos at the moment, they are the beginning of gradually encroaching on the long video film and television market. An industry insider analyzed to Tech Planet that in the past, the long video platform became a survivor of the video website through copyright wars. In the future, the short video may not be able to subvert the “Aiyouteng” long video platform in the same way. The short video platform is slowly cultivating users’ habit of watching dramas, and the length of time users watch movies can effectively increase the length of time users stay on the short video platform.

The strength and determination of short video platforms to invest in film and television copyright largely depends on the traffic conversion brought about by film and television content. If the content of film and television dramas can not only bring traffic to the platform, but also bring potential e-commerce conversion markets, the short video platform may also be able to go one step further and invest heavily in film and television dramas. Previously, Watermelon Video, a subsidiary of Byte, had already had a large-scale purchase of copyrighted movies. Not long ago, Douyin also reached a cooperation with iQiyi.

The live broadcast of film and television dramas on the short video platform has accelerated the collapse of the moat of the long video platform. The traffic of the short video platform itself is higher than that of the long video platform, and the advantages of producing explosive content are more obvious. The user’s viewing path is shorter, and the free broadcast of film and television dramas is attractive enough to users. The promotional copy of some film and television anchors when accepting apprentices is: Tencent Video membership costs 15 yuan a month, and the resources they provide will be played for free forever.

Member income is the main revenue of long video platforms, but the income or scale of long video platform members is shrinking. The third quarter financial report released by iQiyi not long ago showed that the total revenue in the third quarter was 7.5 billion yuan, of which membership service revenue was 4.2 billion yuan, a year-on-year decrease of 1.8%. As of September 30, iQiyi had 106 million members.

According to the third quarter report released by Tencent, as of the end of the third quarter, the total number of Tencent video paid members was 120 million, a year-on-year decrease of 9 million and a quarter-on-quarter decrease of 2 million. Advertising revenue is also not optimistic. In the third quarter, Tencent’s online advertising revenue was 21.5 billion yuan, down 5% year-on-year. Tencent Video’s media advertising revenue was 2.6 billion yuan, down 26% year-on-year.

The live broadcast of free film and television dramas will inevitably cause a certain amount of user diversion to long-form video platforms that charge fees and frequently increase prices. In the future, as the short video platform invests in film and television content, the survival space of the “Aiyouteng” long video platform may become smaller and smaller.

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