IQIYI, Inc., Youku, Tencent video may be ushering in strong competitors in the film and television market.

Recently, a number of live film and TV accounts have quietly appeared on short video platforms such as "Shake Fast account" (Douyin, Kuaishou Technology, Video account). These accounts are either personal accounts or institutional accounts under the TV station, specially used for live broadcast of movies and TV dramas.

Among the three short video platforms, Kuaishou Technology film and television "resources" is the most abundant, whether it is a classic old drama, or the current popular series, almost all can be searched in varying degrees on the platform. Enter the key words "live TV series" and you can find many live TV shows, such as "returning pearls", "honey is as heavy as frost", Zhen Huan's biography, "Qing Qing's daily life", and "the 28 laws of love". All the old dramas and new dramas are covered.

Douyin film and television "resources" is slightly inferior, and the forms of live films and TV dramas are more covert and diverse. Enter the keywords "TV series live", you can find "Journey to the West", the new version of "Huan Zhu GE", etc.; the live voice of TV series soundtrack channels, such as "Wulin Foreign Swordsman", "Ruyi's Royal Love in the Palace", "Romance of the three Kingdoms" and so on. It seems that 1/6 of the position at the bottom of the cover still picture is set aside for the form of the TV series live screen, and the anchor shows a face in the lower right corner of the live screen and quietly accompanies netizens to watch the play without speaking.

The live broadcast of video number movies and TV series are mostly institutional accounts of regional TV stations, and the types of films are more in line with the portraits of video number users. most of the films are classic old films during the Anti-Japanese War, and there are also a small number of popular TV dramas in the past two years, such as "the Age of Awakening", "the World", "Nirvana in Fire" and so on. At the same time, there may be dozens or hundreds of live rooms on the platform to broadcast movies and TV dramas at the same time.

The anchors of live movies and TV dramas mostly rely on receiving apprentices to realize, that is, the development of offline, specializing in teaching people live movies and TV dramas. The price ranges from dozens of yuan to 200 yuan. Or do platform tasks, the platform provides a certain cash reward. When the fans reach a certain order of magnitude, the anchors will have more ways to cash in, and they can also hang up shopping "ofo" and bring goods live. However, usually these anchors don't make much money. A live TV anchor told Tech Planet that live movies and TV dramas are only a sideline, and their earnings are not fixed. Some people earn tens of thousands of yuan, while others may only earn a few yuan in half a month.

At present, it seems that the track of live movies and TV dramas has not yet appeared a million fan-level accounts similar to the second creation, nor has it created a wealth myth comparable to the field of live streaming. However, behind the emergence of this type of live broadcast is the clue that the long video platform has to be paid attention to. Once the short video platform has formed the habit of watching the show directly, what does the long video platform take to retain the users who are not loyal and interested in following the show?

Live movies and TV dramas, broadcast at will without copyright account

The anchors of live movies and TV dramas, many of whom were previously anchors of "two creations", have now become live TV bloggers.
A Jing is one of the anchors with a high number of fans in the live film and TV drama account. A Jing told Tech that she has been playing short videos for less than a year and has been broadcasting movies live on a short video platform for half a year, with more than 100000 followers. Fan password is live + short video, live every day to maintain the basic fan growth, the fastest way to gain fans is in the popular style of short video. A Jing said that the number of fans of live TV dramas can rise by about one or two hundred a day, and that of popular short videos can reach thousands or even tens of thousands.

As for movies and TV dramas, the threshold of live TV dramas is lower than that of live movies. TV shows mean more episodes, making it easier for anchors to broadcast live. A play can be played for two days, and a play can be broadcast repeatedly. A Jing said that she has been broadcasting the TV series "fragrant Honey as heavy as Frost" for half a month. Fans still want to watch it, and she plans to broadcast it for another half a month.

There are some gaps in the audit and supervision of the platform, some anchors have little awareness of copyright, and the understanding of the attitude towards the platform is not unified. In A Jing's view, the attitude of the platform is almost acquiescence. No one cares about the platform, any drama can be broadcast live, whether it is the latest popular TV series, classic old dramas, domestic and foreign, movies and TV dramas, as long as you want to see (except banned films), you can broadcast. Live movies and TV series do not require the number of fans on the account, as long as they have live broadcast permission, and the new 0 fans can also broadcast live.

Some anchors are more clear about the bottom line and rules of the platform. Another anchor, Xiaoqing, told Tech Planet that the platform allows live movies and TV dramas, but sometimes there are warnings. There are policies and countermeasures, and if you encounter a warning, just broadcast and then start the broadcast. The red line of the platform is that movies and TV dramas without copyright cannot be broadcast, such as the first and second installments of "returning pearls". If they are broadcast, they will be blocked. Most of the TV shows are fine, and the platform will not care if it is warned once or twice. However, according to Tech Planet Watch, many anchors can broadcast "Huanzhu Gege" normally.

Like many short video platforms, Douyin does not explicitly ban live streaming of movies and TV dramas. However, in these short video platforms, Douyin seems to be a big blow to live film and television. There are relatively few live film and TV accounts searched on Douyin, and anchors are better at dealing with the platform.

In addition to the bold anchors who directly and brazenly broadcast movies and TV dramas, other anchors either live with the sound of the original channels of TV dramas, or adopt live broadcasts with different picture ratios, so as to avoid platform monitoring to the greatest extent. The film and television anchors who receive apprentices will also provide students with a whitelist of "security insurance" playlists.

The live broadcast on the video number 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 video accounts, the movies and TV dramas broadcast are relatively old, such as "A Dream of Red Mansions", "before Dawn", "Autumn cicada", "Crossing the Yalu River", "Great River", "Mountain and Sea", "ordinary World" and so on.

The number of viewers in the video number film and television studio is also relatively high, and the number of people who have seen it in most studio is about 200000. According to the video account "Palm Qingdao" of Qingdao Daily, 202000 people have seen an old movie. The official video number has even made a collection page for the film and television live broadcast account, "24-hour report" and "24-hour movie watching". Users can click on the "24-hour report / watch" tab to enter the live broadcast room to watch.

There are various ways to realize cash: apprentice, reward, and carrying goods.

Many film and television live anchors are self-employed, and the way of cash is scattered and not on a large scale. The more common realization modes are: apprenticeship, live reward, window shopping "ofo" on the home page, shopping "ofo" in the studio, and promotion of Mini Game. Among them, apprenticeship may be a way for beginners to realize cash at the initial stage, and there is no limit on the number of fans.

The income gap of anchors is huge. An anchor of a live TV series for half a month told Tech that she had only earned five yuan so far. Another anchor, Chen Chen, who broadcast live for nearly a month, told Tech that he had earned more than 6000 yuan. One of her apprentices taught 166 people to learn live movies and TV dramas in the first half of the month, charging 100 yuan per person, and finally earned more than 10, 000 yuan, an increase of 1600 fans. There are also anchors who earn tens of thousands of yuan for half a year.

Chen Chen has more than one account. Every day, she broadcasts multiple live film and television accounts at the same time, earning at least 400 to 500 yuan for live broadcast throughout the day.

The apprentice is the fastest to receive money, and the threshold for apprenticeship is very low. Even an anchor with only more than 100 fans dared to openly accept apprentices and promised the students that they could quickly increase their fans through live movies and TV dramas. A live TV anchor told Tech Planet that it costs 100 yuan to learn live TV dramas. She can provide services not only for church live broadcasts, but also for later realization. There are three ways to cash in: live studio apprenticeship, later hang shopping "ofo" to take goods, sell traffic cards. 0 fans of the new live TV series first use the mobile phone, 1000 fans can use the computer-side live broadcast.

Live movie accounts are much like paying for knowledge, teaching more people to cash than students, and people who sell shovels make money earlier than those who dig mines. The anchorman just started the fourth day of live TV series, has only more than 100 fans, and has no successful cash experience, but she has now accepted four apprentices.

The studio itself is one of the best scenarios for draining and accepting apprentices. Some anchors will type the word "take an apprentice" directly in the studio to guide users to add Wechat. The slogan of receiving apprentices is also very tempting: "the TV show earns 400 yuan, a mobile phone makes money easily, it increases its fans by three digits every day, and there is no need to show up." In order to increase credibility, anchors usually post screenshots of their income of the day.

Live film and TV drama experience cannot be replicated across platforms, and the price of apprenticeship on different platforms is not uniform. Some people provide tutorials + film and TV drama resources + web sites, with a total fee of 40 yuan. Some people offer a variety of fee packages, ranging from 39 yuan to 129 yuan.

An example price sent by a TV anchor to Tech Planet shows that it costs 39 yuan to teach mobile TV (teach fonts at the top of the screen), 59 yuan to teach mobile TV (auto-change + upper font + ofo), and 99 yuan to add how to block external interference and computer TV series on the second basis. The most expensive package, in addition to the 99 yuan package, also includes 24-hour TV series, floating fonts and backgrounds in the live room. And promised that thousands of TV series and film resources will be available forever.

On Douyin, some anchors of educational dramas charge 199 yuan. An anchor named Rain and Snow told Tech that other people normally charge more than 1000, but she is much cheaper, and she has spent more than 2000 to learn all kinds of live broadcasts. Looking for her to learn to broadcast a play can provide a whitelist that can be broadcast live, which is not easy to be banned or blocked by the platform.

Video number on the film and television live, part of the public welfare live, occasionally there will be books, food and other shopping "ofo" with links.

The person in charge of the video number of a TV station told Tech Planet that soon after they broadcast the TV series on the video number, they were broadcast for public welfare and did not make a profit. Live content on the video number, live at the same time as the TV station. "the TV station now has a large screen and small screen interaction, and multiple channels broadcast simultaneously." the live TV series are authorized by the TV stations for unified purchase in the province, and the studio does not accept user rewards.

Short video platform subverts "love Youteng"?

Putting aside the discussion on whether it is in line with the compliance scope of copyright live broadcasting, as well as the copyright war for long and short videos, live movies and TV dramas on short video platforms mean the formation and migration of users' viewing habits.

According to a live video account on a short video platform, the account began live in September. In three months, the number of fans increased by 46000 and the live broadcast received 822000 likes. The live broadcast time is not fixed, sometimes 3-4 hours, sometimes 12 hours. There are about 1000 people online for each live broadcast. The live playback of another account with more than 100000 followers showed that 20, 000 people watched it at its peak.

Douyin film and television studios are relatively deserted, with only single-digit viewers in some studios and hundreds to thousands of viewers in others.

In the live studio on the video number, according to Tech Planet Watch, when the number of viewers was the highest, the studio data showed that 565000 people had "seen it." Other live rooms with more than 200,000 or 100000 + "seen" can be found everywhere.

Although these data samples do not seem to be able to pry the basic disk of long video, it is the beginning of nibbling away at the long video film and television market step by step. An industry insider analyzed to Tech Planet that in the past, the long video platform had become a video site survivor through the copyright war, and in the future, short videos could not subvert the "Aiyou Teng" long video platform in the same way. The short video platform is slowly cultivating users' viewing habits, and the length of time for users to watch movies can effectively increase the length of stay of users of the video platform.

Short video platform for film and television copyright investment and determination, to a large extent depends on the transformation of traffic brought by film and television content. If the content of movies and TV series can not only bring traffic to the platform, but also bring potential e-commerce transformation market, short video platform may also be able to go a step further and invest heavily in movies and TV dramas. Prior to this, Byte's watermelon video has already purchased copyright films on a large scale, and Douyin also reached a cooperation with iQIYI, Inc. not long ago.

The short video platform broadcast live movies and TV dramas, accelerating the disintegration of the moat of the long video platform. The traffic of the short video platform is higher than that of the long video platform, the advantage of creating popular content is more obvious, and the path for users to watch dramas is shorter. Coupled with the free broadcasting of movies and TV dramas, the attraction to users is large enough. The promotional copy of a film and television anchor when receiving an apprentice is that Tencent video members still need 15 yuan a month, and the resources they provide are permanently broadcast free of charge.

The member income is the revenue majority of the long video platform, but the member income or scale of the long video platform is shrinking. The third-quarter results released by iQIYI, Inc. not long ago showed that the total income in the third quarter was 7.5 billion yuan, of which the member service income was 4.2 billion yuan, down 1.8% from the same period last year. As of September 30, the number of iQIYI, Inc. members has reached 106 million.

According to the third quarterly report released by Tencent, by the end of the third quarter, the total number of paid video members of Tencent was 120 million, down 9 million from the same period last year and 2 million from the previous month. Advertising revenue is not optimistic. In the third quarter, Tencent's online advertising revenue was 21.5 billion yuan, down 5% from the same period last year. The media advertising revenue of Tencent Video is 2.6 billion yuan, down 26% from the same period last year.

Free live streaming of movies and TV dramas will inevitably divert users to long video platforms that charge fees and increase prices frequently. In the future, with the input of short video platform to film and television content, the living space of "Aiyou Teng" long video platform may be getting smaller and smaller.