长视频的下一场战役：会员精细化

Core View - The core focus of video streaming platforms in 2024 is on enhancing member services and providing more value to retain users, as highlighted by Netflix's co-CEO Greg Peters and similar strategies from Disney, Tencent Video, iQiyi, and Mango TV [1] - The industry is shifting from content-driven growth to member retention through精细化 (refined) services, as platforms like Netflix, iQiyi, and Mango TV report significant growth in membership revenue [2] Membership Refinement Strategies Content Rights Refinement - Platforms are offering more granular content rights, such as pay-per-view for specific movies or categories, as seen with Universal's "Trolls World Tour" and Disney's "Mulan" on Disney+ [2] - Domestic platforms are also adopting similar models, particularly for theatrical releases and original web movies [2] Experience Refinement - Platforms are focusing on improving user experience through better content recommendations, immersive viewing experiences, and higher-quality video standards like 4K, HDR10, and Dolby Vision [5] - Netflix's "53-second golden rule" emphasizes the importance of quick engagement, with cover design and content layout playing a crucial role in user retention [5] Fan Engagement Refinement - Platforms are enhancing fan engagement through social media interactions, collaborations with influencers, and offline experiences like Netflix's planned "Netflix House" in 2025 [8] - Disney's D23 events and exclusive merchandise for fans are examples of how platforms are creating deeper connections with their most loyal users [8] Membership Bundling and Packages - Disney has successfully bundled its streaming services (Disney+, ESPN+, Hulu) to offer a comprehensive content package, which helped Disney+ reach 50 million subscribers within six months [3] - Domestic platforms are also exploring联合会员 (joint membership) models, combining video VIP with sports, anime, or music VIP services [3] Membership Revenue Growth - Membership revenue has become a critical driver of profitability, with iQiyi's Q3 report showing membership revenue three times higher than advertising revenue [2] - Mango TV also reported double-digit growth in membership revenue for Q4 and the full year [2] Industry Trends - The video streaming industry is moving towards a more sustainable and high-quality development phase, with platforms focusing on精细化 (refined) member services rather than relying on low-price promotions [2] - The trend of会员精细化 (refined membership services) is expected to continue, with platforms offering more diverse choices and attractive benefits to retain users [2]