"Leave 18 footprints! "Recently, the popular dramas on the ** platform, the audience is watching the pit, and when they chase the last few episodes, they find that the VIP has to spend another 18 yuan to catch up with the finale. There are different forms, for example, the closing ceremony of "The Case of Tang Di Gong" costs 18 yuan to buy a gift package to unlock the last few episodes, and "Happy Parents Group" also needs to pay 18 yuan to watch the last few episodes in order to participate in the "Cloud Drama Meeting".
Spend 18 yuan to participate in the closing ceremony of the drama and the cloud drama party.
The reporter noticed that many netizens spent money to chase the drama, but some netizens expressed their incomprehension and complained, "It costs 18 yuan to unlock the last 4 episodes, and the first 28 episodes are broadcast at a normal pace, I just want to know the final ending, why do I have to set an additional threshold, what is the difference between blocking the road and robbing the road?" ”
The reporter noticed that according to the rules of the platform, netizens spent 18 yuan to buy the "Detective Gift Package", including the "Secret Exploration Book" worth 18 yuan, and the relevant content of the last four episodes of the feature film is a gift.
Many people still remember that the "advanced on-demand" model began with the popular drama "Chen Qingling" 3 years ago. On August 7, 2019, Tencent** officially launched the membership benefits of "watching the ending of "Chen Qingling" on demand in advance": 6 yuan for a single episode, 30 yuan for 6 episodes, and 30 yuan for 6 episodes, which leads directly to the finale. In less than 24 hours, there were more than 250 thousand"Tokens"("Chen Qingling" drama fans) unlocked the ending in advance, directly bringing more than 75 million yuan of income to Tencent**.
On December 11, 2019, Tencent** and iQiyi simulcast the TV series "Celebrating More Than Years", and the advance on-demand was started before the progress was halfway through: on the basis of being a member, users can watch 6 more episodes than ordinary members after paying another 50 yuan every Wednesday after the end of the daily shift; Or 3 yuan episodes are unlocked by paying for each episode. Since then, advanced on-demand has gradually become the "standard" in major countries.
In 2020, the Beijing Internet Court made a judgment in the case of "TV series "Celebrating More Than Years" Advanced On-Demand", finding that the "paid advanced on-demand" updated after purchasing iQIYI members constituted a breach of contract, and ruled that iQIYI's "iQIYI VIP Member Service Agreement" was partially invalid. Due to the controversy, in 2021, iQiyi, Youku, and Tencent** successively announced that they would "cancel the advanced on-demand service for dramas".
Industry insiders believe that the "advanced on-demand" model belongs to secondary sales, and business model innovation also needs to adhere to the bottom line thinking, abide by the law and the bottom line of business ethics, which is a problem that the first platform should pay attention to when launching a new model.
"Super Point" has long been transformed into a "finale screening ceremony".
Some people concluded that although "Super Point" died, "Finale Screening Ceremony" was reborn and returned. The "finale screening ceremony", which was born in the summer of 2022, has long been commonplace. Starting from "Menghualu", the screening ceremony has been determined by convention, and the industry pricing is stable at 18 yuan, in addition to member** and member points exchange. The content of the screening ceremony is generally accompanied by the main creator + playing games and interacting. There are also "variants" such as variety show screening ceremonies and point exchange screening ceremonies, which are deeply bound to the membership system, renewing members will receive free points, and membership cards and screening ceremonies can also be packaged with discounts**. Monetizing traffic can also bring new income to members, so the screening ceremony is not only a privilege for popular dramas, but also dark horse dramas will try this model.
Later, some genuine ** platforms began to explore the payment model of the new user** finale. For example, the main creator watched the finale together, and the audience paid for the live broadcast of the main creators, so as to obtain the content of the finale, which has also become a popular way. Although this method is still a variant of "screening in advance, straight to the finale", it has been supported and used by many genuine ** platforms because of the joining of the main creator to watch it, which not only avoids supervision, but also bypasses the restrictions of the membership agreement.
In general, for different content directions of TV dramas, the screening activities will be different, but the paid core will remain the same. For example, in 2022, "Youth Pie 2" will open the ** ceremony and finale screening event. What the platform sells is not the ** coupon of the finale content, but the "growth gift ** coupon", * The rights and interests of the finale are given by the platform after the "growth gift ** coupon". The second season of "Sauvignon Blanc" has not yet been broadcast, and after the screening ceremony, the closing ceremony will be lived, and members will charge 30 yuan, and non-members will charge 60 yuan, similar to "one fish to eat more".
For VIPs, the cost of watching a drama is not higher than that of a movie, why do you still complain when you spend money chasing dramas? This is also why netizens are willing to spend 18 yuan to go straight to the finale of "The Three-Body Problem", because the series is worth it, and people are willing to pay for it. How to truly provide benefits to old members and tap the value of long-term payment should become the consensus of the platform.
Yangtze Evening News Purple Cow News reporter Zhang Nan.
Proofread by Xu Heng.