会员增长放缓，长视频下一轮爆发靠什么？

Core Insights - Membership revenue has surpassed advertising revenue to become the primary income source for video platforms, leading to increased competition for member acquisition, which has become more challenging [2] - Major platforms like Tencent Video and iQIYI are experiencing stagnation in membership growth, with Tencent Video reporting a slight decline in members and iQIYI ceasing to disclose membership numbers since Q3 2022 [2] - Despite the overall slowdown, platforms like Mango TV and Bilibili have managed to maintain or grow their membership numbers, with Mango TV reporting over 73.31 million members and Bilibili showing a 17% year-on-year increase in paid users [2] Membership Growth Challenges - The decline in long video membership growth is attributed to several factors, including the rise of free short dramas that capture more user viewing time and a decrease in the quantity and quality of new series [2] - Tencent Video plans to release several high-profile series in 2024, but the market impact of these shows is expected to be less significant compared to previous years [2] Strategies for Member Retention - Video platforms are focusing on enhancing user experience and increasing revenue per member through various strategies, including cloud screenings, early screenings, and offline member events [3][9] - Platforms are deepening user engagement by improving service quality and fostering long-term user retention, which is essential for sustainable growth [3] Innovative Marketing Techniques - Cloud screenings have become a key method for attracting new members, with Tencent Video and iQIYI utilizing this strategy to promote their series effectively [4][6] - Tencent Video's cloud screening for the series "Changan's Lychee" set a record with over 240,000 screenings, demonstrating the effectiveness of this marketing approach [6] Financial Performance and Revenue Sources - Mango TV reported a revenue of 5.964 billion yuan, with membership services contributing 2.496 billion yuan, reflecting a 14.24% year-on-year increase in monthly active users [9] - The collaboration between Mango TV and Alibaba's 88VIP program has provided a new traffic source, particularly targeting high-value users [9] Content Strategy and User Engagement - Content remains the cornerstone for retaining members, with Mango TV launching several successful series and variety shows to keep users engaged [10] - Platforms are also leveraging offline events to enhance member experience, with Tencent Video's OpenDay initiative providing immersive experiences for fans [11][13] Future Outlook and Industry Trends - The competition among video platforms is expected to intensify as they explore AI and content-driven strategies to enhance user engagement and retention [19] - The success of long video platforms will depend on their ability to produce compelling content that resonates with audiences, ensuring a healthy ecosystem where both long and short videos coexist [21]