Why the short video industry is gradually moving towards teaming

Chinese short video industry development status and prospect analysis in 2018 Policy tightening to promote the industry Matthew effect is more and more obvious

How is the development of China's short video industry in 2018?How will China's short video industry change in 2019?

January 9, 2019, short video regulation again heavy fist, China Network Audiovisual Program Service Association's official website released the network short video platform management norms and network short video content audit standard rules, to further standardize the short video dissemination order.

However, the regulatory storm did not extinguish the flames of the war to seize users' time, Tencent, which was disrupted by ByteDance's Jitterbug, launched a number of short-video products one after another, and at the end of December 2018, the B station short-video was quietly on line, and microblogging and Youku hand in hand will also be launching a short-video ......

The era of universal access to the Internet, the The war of the Internet that is the war to seize the time of users, the hottest battlefield in 2018 is naturally the short video industry. Some media statistics, in the first half of 2018, there are more than a hundred short video APP on the application market, which can be called a "hundred groups of war".

The war to seize the traffic is cruel, the short video industry barbaric development, "yellow gambling and drug" video hidden in it, quickly attracted the attention of the regulatory authorities, in 2018 the industry encountered several rounds of regulatory storms one after another, including the industry leader of the jitterbugs, fast hands, second shot, etc., as well as a large number of small and medium-sized platforms have been received to rectify the notice! , and some of these platforms were even shut down by law.

Reviewing the development of the short video industry in 2018, the fast hand side believes that one of the characteristics is that more and more giants and startups enter the industry. First of all, the user growth is fast, some data show that the short video industry in the first half of 2018, a net increase of 90 million users, followed by the management tends to standardize, and then the personality characteristics of the major short video platforms began to come to the fore."

Analysis of the current situation of the development of China's short video industry in 2018

"South Jittery, north fast hand", the Spring Festival homecoming is not away from the hand, and during the Spring Festival of 2018, the melee in the short video industry has completely cooked the market. According to Foresight Industry Research Institute released the China short video industry market outlook forecast and investment strategy planning analysis report statistics show that on New Year's Eve 2018, the user volume of the entire short video industry exceeded 258 million, and in February 2018, the user time of short video accounted for the entire 7.4% of the mobile Internet. As of October 2018, Snapdragon topped the list with 235,111,700 active users, up 7.25% YoY. Ranking second is Jittery Short Video with 212,832,500 active users, down 0.91% YoY. Ranking third is watermelon video, with 66,409,200 monthly active users, down 0.85% YoY.

Top 10 Statistics on Active User Scale of China's Short Video APP in October 2018

Data source: compiled by Prospective Industry Research Institute

But not long after the Spring Festival, the State Administration of Radio, Film and Television (SARFT) issued the Notice on Further Regulating the Order of Distribution of Online Audiovisual Programs, slowing down the overheated short video industry.

Following this, at the beginning of April 2018, Snapdragon and Volcanic Little Video, a subsidiary of ByteDance, were ordered to undergo a complete overhaul due to problematic videos. After that, the Android version of fast hand and volcano small video was quietly taken off the shelves from the major app stores.On April 11, 2018, today's headline's jittery voice also suspended the live broadcast and comment function, saying that the system upgrade will be opened again.In June 2018, Meitu took the initiative to take down the Meitou Android and IOS app stores for 30 days, and to take down the line and close the Meitou "Campus "In July 2018, the connotation welfare society, night city Hi, hair you video should fall. 2018 September, the National Copyright Administration in accordance with the fight against network infringement and piracy "sword net 2018", interviewed jittering short video, fast hand, watermelon video, volcano small video, mei beat, second shot, Microvision, pear video, small shadow, 56 video, firefly, fast video, Beili Beili, Tudou, good-looking video, etc., and gave the relevant enterprises a month of rectification time.

Looking at the short video industry, several rectification, mainly involves two aspects, one is the content of the suspected pornography, gambling and drug, violation of the regulatory red line, the other is the content of the existence of copyright issues.

Shut down by the "hair you video" operating body of the company Dafeng (Beijing) Technology Limited Liability Company legal representative Zhou Feng told reporters: "The reason for being shut down is content violations."

November 7, 2018, the National Copyright Administration also announced the results of the short video platform copyright rectification, 15 short video platform **** shelves to remove all kinds of suspected infringing and pirated short video works of 570,000 pieces. And according to the Copyright Bureau rectification requirements, the short video platform enterprises to improve the copyright complaint handling mechanism and strengthen the management of rights protection through the establishment of 7 × 24 hours user complaint report processing channel, three examination and three check copyright audit system.

"Short videos are also a form of content dissemination, and platforms need to know what are the red lines." Chen Yuetian, a partner at Cinnabar Capital, told reporters, "The short video industry should see a large number of people from the traditional media industry who understand media, and investors need to look at the background of the staffing of the main team when looking at the project."

For some short video platforms, Miao Haolin, co-founder of Renren Video, nonchalantly commented, "Many products are nothing more than repackaging on some existing products."

Industry reshuffling brings redistribution of traffic, said Wen Shijun, chief researcher of the culture and media industry at Cinda Securities, adding that the escalation of regulation will not reduce users' demand and activity, but rather redistribute their original time to other products.

Therefore, for the rectification of the short video industry, big platforms are happy to see it. Pear video related person in charge told reporters that with the development of the short video industry, strengthening the regulation of the industry and establishing the behavioral boundaries of the industry is completely necessary. Especially for the content of vulgarity, pan-entertainment and other issues, the regulation of the industry is a necessary process for the further development of the industry.

"2018 is a year in which the short video industry has continued to develop under the regulation of the regulatory authorities, and the vast majority of short video platforms, including Shutterstock, have experienced profound reflection and rectification, which is a good thing. Because the bigger the platform, the greater the responsibility." Racer related person in charge said.

Chen Yuetian also believes that at present the short video industry head competition situation has been formed, under the policy continues to tighten, the traffic will continue to the head of the product concentration, the industry's Matthew effect will be more obvious. In addition, although there are constantly new short video platform to enter the game, but most do not have unique features, "the short video industry investment has long entered the ebb, unless there is a big innovation in technology."

Two super strong pattern

Today's short-video industry has long been the "Spring and Autumn era" when a hundred people competed. According to the report, the industry has a two-plus-multiple-strong pattern, with the top three in the industry being Shutter, Shake and Watermelon video.　From the point of view of the duration of use, the report shows that in September 2018, the monthly living scale of short video was 518 million people, 48.8% of the 1.061 billion people of online video, but the total duration of use of short video accounted for 8.8% of the total duration of use of short video, which is almost the same as that of online video, which is 9%. This means that the short video user scale for online video half, and approaching the latter's use of time.

"Microvision is a bit like being caught off guard by Jitterbug, rushed out of the product, and the idea has not been thought out clearly, just made a product mold, and then the Tencent's various resources into it." Chen Yuetian told reporters.

After feeling that microvision is not enough to counterbalance byte jumping's products, in November 2018 at Tencent's global partner conference, it was officially announced that the launch of App yoo

video, which is positioned in the boutique original short video, is seen as a product that Tencent took out to compete with Jitterbug.

According to incomplete statistics, Tencent has launched at least a dozen short video

Apps such as Weishi, Flash Cafe, DOV, MOKA Magic Click, Cat Cake, Tencent Cloud Small Video, Shimian Video, Speed Watch Video, yoo video, Yummy Rabbit, Harpy, etc., most of which are mainly focused on social scenarios. on December 21, 2018, the "WeChat 7.0 "The most important update is the addition of "instant video".

In the opinion of Pear Video, the current short video industry is still in the primary stage, and the future is full of possibilities and space for full development.

Incoherently, the head players revealed that the biggest challenge they face today is not standardization or commercialization. "Short video marketing has become an important choice for advertisers." Xue Le, vice general manager of integrated marketing at Arumi Technology, told reporters.

The relevant person in charge of the fast hand revealed to the reporter: "Fast hand in 2018 officially launched the commercialization, to the information flow advertising, for example, in the past, less than 10% of the traffic is open, and now it has been opened to more than 60%." The pear video side also revealed to the reporter that in 2018, advertising sales increased by more than 300% year-on-year, and at the end of the year, the financial balance of a single month has been realized. It is understood that in addition to the short video platform can be in the front end of the traffic through advertising cash, the mainstream has e-commerce cash. And in Chen Yuetian's view, short video platform based on traffic from the back end to do some to

B products is also possible.

"The biggest challenge should still be how to grasp the pulse of the times and the needs of the majority of users of short video content consumption, to produce spiritual and cultural products that can meet the needs of different people." Pear video related person in charge said.

From the user growth aspect, because the total number of users of China's mobile Internet is limited, so short video in the country's user growth in the future will not be so fast. The person in charge of Racer also believes that the biggest challenge is still how to further meet user demand through product iteration.

In the view of many industry insiders, short video will remain the hottest form of content on social media in 2019. With the commercialization of 5G in the future, short video communication will become the standard for information dissemination. This also means that the competition between industries will only become more intense.