On December 15, the official microblog of "iqiyi VIP members" announced that the subscription price of iqiyi gold VIP members will be updated from 0:00 on December 16, and users who have purchased and have not cancelled iqiyi gold VIP members' continuous monthly / quarterly / annual subscription service will be provided with the service of maintaining the original price for one year.
Nandu reporter checked the details of the new price and found that the price increase was mainly for gold VIP monthly card and member quarterly card users, and the price of gold VIP annual card remained unchanged. The price of monthly card for ordinary users increased from 25 yuan to 30 yuan, and the price of monthly package increased from 19 yuan to 22 yuan, with price increases of 20% and 16% respectively; The price of ordinary members of season cards rose from 68 yuan to 78 yuan, and the price of monthly packages rose from 58 yuan to 63 yuan, with price increases of 15% and 9% respectively. Annual card users are still maintained at 248 yuan for ordinary users and 218 yuan for continuous annual package users.
For this price adjustment, Iqiyi responded to Nandu reporter and said: "The subscription price of members on the video platform has been low, which has affected the healthy development of the industry. In order to establish a more benign industrial ecology, let excellent content producers return, and finally provide members with more and better content, we have decided to adjust the member price. We will continue to strive to make good content, products and serve users. Thank you Everyone's understanding and support. "
It is understood that iqiyi adjusted the price of its members for the first time in nine years in November 2020 and unified the multi terminal price. At that time, the prices of all member types increased slightly. By the end of the third quarter of this year, iqiyi's subscription membership had reached 103.6 million, and its member service revenue had increased by 8% year-on-year. It can be seen that since iqiyi announced that the number of members exceeded 100 million in 2019, its membership growth rate has been weak. At the conference call after the latest financial report, Gong Yu, founder and CEO of iqiyi, once again mentioned that the biggest problem encountered by the industry is the serious shortage of content supply, and frankly said that the competition for the user market by short video is also an important objective reason.
(Southern Metropolis Daily)
