Betting on the traffic efficiency brought by sports events comes and goes quickly. Although Migu video has gained enough attention with the broadcasting of large-scale sports events, the loss of users of Migu video has always existed because there is no continuous undertaking of sports events at the same level.
On March 4, 2022, with the Olympic flame lit again at the main venue of the “bird’s nest”, the Beijing 2022 winter Paralympic Games officially opened. Looking back on the Beijing Winter Olympics, who is the “biggest winner” of the Internet traffic dividend of the Winter Olympics? The answer may be Migu video.
During the Beijing Winter Olympics, the download volume of Migu video once soared to the second place on the apple store list, leaving behind the first-line players such as iqiyi, Youku and Tencent video, which originally led the long video track. In the short term, the daily users of Migu video also achieved nearly 10 times growth, becoming the Internet “top stream” app during the Winter Olympics.
As the official broadcaster of the Beijing Winter Olympics, Migu video has invested a lot in the event broadcasting of the Winter Olympics. As long as users open the Migu video app, almost the main push content is related to the Winter Olympics. Therefore, it is not surprising that Migu video can have such a high popularity of downloads during the Winter Olympics.
However, at the end of the Winter Olympics, the download volume of Migu video fell rapidly like a roller coaster. On February 17, when the Winter Olympics entered its 13th competition day, Migu video fell to no more than 30 on the list of free app downloads in the apple store.
Obviously, the long video track is not a simple 100 meter sprint, but a “marathon” race that needs to test the players’ patience and strategy. How to retain the huge traffic bonus brought by the Winter Olympics will be the next issue that Migu video needs to considerP align = “center” how to retain users after the Winter Olympics
If you pay close attention to some large-scale sports events in recent years, it is not difficult to find that Migu video can always set off a wave of user download boom during the event, and the sports event seems to have become the “traffic password” of Migu video.
For example, during the 2021 Tokyo Olympic Games, the download volume of Migu video app soared briefly. From the previous average daily download volume of only 20000 to 30000 times, it once soared to the highest single day download volume of 430000, and the data has increased by 20 times.
This significant increase in the number of users has also occurred in the world cup. According to the statistics of iResearch consulting, on the day of the opening ceremony of the world cup in Russia in June 2018, the number of daily live users of Migu video exceeded 12 million, and the number of daily new users exceeded 10 million. In the whole June, the growth rate of its active number exceeded 90%. Coupled with the Beijing Winter Olympics, it is obvious that Migu video can often reap a large wave of user growth Dividends with the help of the “east wind” of large-scale sports events.
This is closely related to Migu video’s obtaining the copyright of live broadcast of the event. In fact, since Migu video spent 1 billion yuan to buy the copyright of the Russian World Cup in 2018, it has tasted the traffic benefits and benefits brought by large-scale sports events, and has been out of control on the road of purchasing the copyright of sports events.
In 2020, China Mobile signed a strategic cooperation agreement with China Central Television. Migu video won the copyright cooperation of four top events: the 2020 Tokyo Olympic Games, the 2020 European Cup football match, the 2022 Beijing Winter Olympic Games and the 2022 Qatar world cup football match. The Premier League and La Liga have just come to an end in August, and Gomi and La Liga have just won the Premiership and La Liga in 2021.
According to statistics, by the end of 2021, the sports IP aggregated by Migu platform has exceeded 30, with an average of 20 games per day. It can be said that it is these top sports events that bring high traffic returns to Migu video again and again.
According to Zhang Shule, TMT industry commentator, “Migu is not the predecessor of Chinese video platform in this way of betting on sports events. In fact, before Migu, iqiyi, Youku, Tencent video and even LETV have had similar actions, and this kind of play has the distinctive characteristics of short and fast. By cutting users and obtaining traffic in a short time, Migu completes the original accumulation of a wave of users, plus a certain number of users Pay in advance, and its out of the circle has become a phased phenomenon. “
However, the traffic efficiency brought by betting on sports events comes and goes quickly. Although Migu video has gained enough attention with the broadcasting of large-scale sports events, the loss of users of Migu video has always existed because there is no continuous undertaking of sports events at the same level.
According to the statistics of Analysys Qianfan, during the Tokyo Olympic Games, the monthly active users of Migu video reached 36 million, an increase of 14.55% month on month, but only two months later, the monthly active users of Migu video were only 25 million, a sharp drop of 32.28%.
The same is true of the just concluded Beijing Winter Olympics. Qimai data mentioned that during the current Winter Olympics, the user download volume of Migu video peaked on February 9, but until the Winter Olympics entered the last competition day, its user download volume had returned to the level before the start of the event.
After bidding farewell to the Winter Olympics, Migu video may have to wait for the world cup at the end of 2022 if it wants to usher in traffic explosion again. But before that, Migu video will face this “dormant period” of user traffic? For relevant topics, the reporter of business school contacted and interviewed the person in charge of Migu video.
\u3000\u3000 “2022 is the year of sports. Next, Migu will continue to make efforts for major international popular events around the world. In order to bring richer content and better experience to end users, Migu has been focusing on investment in sports, entertainment and other fields. After the traffic growth curve returns to the average, Migu will strive to improve through undertaking sports, variety shows, film and television dramas, movies and other contents Flow. ” The relevant person in charge of Migu video saidP align = “center” squeeze into the front line and practice “internal skill”
Relying on the copyright broadcasting resources of many sports events, Migu video has successfully occupied a place in the long video track. However, if you want to squeeze into the front-line array of China’s long video industry, Migu video still needs to practice its “internal skills” diligently.
In June 2021, China Mobile released a prospectus showing that the monthly active users of Migu video reached 242 million, while the monthly active users of iqiyi and Tencent video reached 570 million and 435 million respectively in the same period.
Of course, the user scale of Migu video is not as large as iqiyi, Tencent and other front-line competitors in the industry. In addition to its late establishment (established in 2014) and lack of first mover advantage, it is also related to its focus on betting on the sports sector, which is difficult to break through in the variety sector.
As the first-line long video platforms led by iqiyi, Youku and Tencent video are backed by large Internet manufacturers, almost all high-quality copyright resources of network integration, TV dramas and films are divided up.
In addition, after years of development, these first-line platforms have also cultivated their own content IP, launched popular dramas and variety shows such as hidden corners, idol trainee and creation 101, and have self-made drama resources and building ability with good reputation.
In the face of such a fierce long video competition environment, Migu video has little space to play, but Migu is not without efforts. When the performance of self-made programs is mediocre, Migu video chooses to find “foreign aid” to cooperate. On the one hand, Migu has introduced multi platform TV dramas, such as “awakening age”, “military thorn” and other high-quality TV dramas previously broadcast only on local channels; On the other hand, Migu video complements the short board of content by means of investment.
In May 2019, China Mobile invested 1.6 billion yuan to become the second largest shareholder of Mango Excellent Media Co.Ltd(300413) and obtained the series and variety copyright resources of mango TV. After that, Migu and mango TV signed an overall cooperation framework agreement for 20212023 with a cooperation amount of no less than 3.5 billion yuan, which is why users can see mango variety shows such as “every day up” on Migu video.
At present, Migu video provides users with production and broadcasting content covering China Central Television, China’s major satellite TV and dozens of local stations, which improves its content ecology to some extent. However, to be fair, Migu video still has a big gap compared with iqiyi, Tencent video, Youku video and other head minister video platforms in terms of the ability to create film and television content, especially popular content.
According to statistics, at present, there are only 73 films broadcast by Migu alone, such as “three days of life”, “X-Files”, and more than 40 TV dramas, such as “Winter Olympics family” and “home and everything”, and most of them are non popular film and television works. It can be seen that Migu video has less copyright content in films, TV dramas and variety shows, and it also lacks attractive self-made content.
Internet observer Ding Daoshi believes that, “In the short term, Migu video is difficult to reverse its disadvantages in film and television variety and self-made dramas in a short time by burning money or content cooperation due to objective factors such as losing the first opportunity. However, in the long run, because Migu relies on the platform and channel advantages of China Mobile, if it can replicate the heavy investment in the sports sector in variety and create a brand Some high-quality popular content is still expected to make up for its deficiency in content quantity and quality. Any long video platform can’t put eggs in the same basket. Migu video is the same. Only by adopting diversified and multi-directional business strategies to improve the content is the survival way of long video platform. “P align = “center” start price increase, can you win recognition
Although China Mobile did not disclose the specific revenue of Migu video, how to make profits has become a difficult problem that major platforms must face on the video track.
Even iqiyi, a long video head player who has been established for 11 years, has never made a profit, and the high investment in copyright makes it difficult to turn around its losses. Relatively speaking, Migu video has sufficient funds provided by China Mobile, and may not have to worry too much about losses. However, after continuously winning the broadcasting copyright of sports events, Migu video also needs to consider the transformation of brand value and the realization of commercial traffic.
In order to alleviate the pressure of loss, iqiyi has taken the lead in raising the price of members of China’s long video platform in November 2020. After that, Youku, Tencent video and even mango TV have also announced price increases. Similarly, those who choose to increase the price also include Migu video.
From February 1, 2022, Migu video Diamond members and pass through tickets will adjust their prices. Among them, the monthly rent and monthly package of Diamond members increased by 5 yuan, the quarterly card and quarterly package increased by 13 yuan, the annual card increased by 43 yuan and the annual package increased by 33 yuan. However, unlike many video websites, Migu video does not launch any special sports members, but a membership package of 19.9 yuan per month, including 10 pass tickets (equivalent to paying per view according to viewing demand).
In this regard, the relevant person in charge of Migu video told reporters that this is to allow users to have a more flexible choice of membership mode. “Members of Migu video can watch sports events, films and television, variety shows, films, documentaries and other full-scale content in one stop, so as to truly create a one-stop enjoyment platform, avoiding users from buying both entertainment content and sports content.”
It should be said that after the prices of major video platforms have increased successively, most users have been able to accept and understand the fact that the prices of platforms have generally increased, and users’ awareness of paying has also improved. But the problem is that in the face of the reality of loss, all major platforms can only choose to alleviate it by raising prices, which also shows the dilemma of single business model faced by long video track to some extent.
For the platform itself, the price increase is actually a “double-edged sword”. If the platform cannot provide better content services after the price increase, it will cause the loss of users and the decline of reputation, and its profitability can not be guaranteed. Therefore, content is the fundamental factor that determines everything, but good content needs to form a normalization mechanism in order to gain the long-term recognition of users and the market.
At present, Migu video, who comes from an operator background, is still at a disadvantage in terms of content, especially original content. Although the focus on the differentiated playing method of sports live broadcast content has brought a large number of users to Migu video in a specific cycle, how will Migu video improve its content capability after this boom fades, So as to win the recognition of the market and users?
\u3000\u3000 “In a word, Migu video obtains the short-term growth of traffic and users through the copyright of popular events, but the cost investment in obtaining traffic is not low. If you want to make better profits and increase the number of users, you must convert the high-cost traffic. However, at present, the traffic mastered by Migu video only follows the content, and there is not much traffic converted into Migu Own brand value. This is why every time a sports event is over, Migu will face the embarrassment of user loss and traffic decline. As for whether the price rises or not, it can not fundamentally improve the profitability. The key is whether Migu can improve its flow liquidity in the future, so as to form a long tail effect with high added value. ” Shen Meng, executive director of Xiangsong capital, concludedcenter>
