From Entry to Upgrade, Tencent Video Took 7 years

In 2014, a film reform was gaining momentum on the Internet. It wasn’t until 2017 that Tencent Video entered the online movie track step by step. By Q1 of 2021, Tencent Video has already grabbed the top spot in terms of head content splitting results.

In 2017, Tencent Video reversed the situation by making three actions at the first time. In 2018, Tencent blossomed in the online movie track.

In 2019, Tencent Video’s online movie has the highest effective playback data of “Heavenly Sword Biography” with 115 million views, which is a far cry from the “Magic You Ji” series with 288 million views in 2017. In terms of word-of-mouth, there is no film above the “Guilty Way” series.

At the beginning of 2020, the epidemic swept across China, theaters were passively shut down, and audiences could only be isolated at home.

In a special period, on the contrary, it provides a huge amount of traffic for the more sophisticated and more productive online movies. As of the beginning of May, there were 25 movies with a box office of over 10 million, setting a new record for the same period.

During the first half of the year, in addition to the full-scale explosion of the online movie market, two out-of-circle masterpieces were born, boosting the influence of the industry.

One is “The Enchanting Phantom”, which broke 43 million at the box office of single-platform online movies in the first half of the year. The other is “The Thousand Faces of Dunjia”, which broke the record of the online movie industry with 56 million box office accounts.

For these two films, Tencent Video is the broadcast platform, attracting a large number of WeTV VIP Subscription users.

On the one hand, gathering the top works and incubating hot styles stems from the new strategy of giving priority to platform quality. According to statistics, in the first half of 2020, Tencent Video has a total of 36 online movies of A-level and above (ie, A-level, S-level and S+ level), and 10 of them have a box office of over 10 million, accounting for 27.8%.

On the other hand, for top projects, Tencent is also willing to do everything it can to expand its influence. For example, the exclusive broadcast of “The Enchanting Phantom”, Tencent provides a multi-dimensional project for the project from the core recommendation position, thematic planning, and the creative solicitation of graphic short videos, to Tencent’s QQ music, Moments ads, TV posters, etc. Promotion reflects the advantages of the platform.

The marketing expenses of “The Enchanting Phantom” have also raised the budget of online movies to a new level-20 million.

The rapid development of online movies is the primary reason for Tencent Video’s layout at this time. The “2020 Tencent Video Annual Index Report” shows that the total box office of Tencent Video online movies in 2020 will reach 493 million yuan. The secondary reason is Tencent’s observation that in the future, users’ viewing needs will be greatly shifted to online. The downturn in the movie box office on weekdays in 2021 seems to confirm this hypothesis.

Therefore, with the “Spring Breeze” in 2020, Tencent Video has once again upgraded its split accounting rules and increased the sub-billing unit price: S+-level sub-billing unit price is 4 yuan, S-level is 3.5 yuan, and A-level is 2.5 yuan. In addition, it also introduced an accounting strategy centered on “effective moviegoers”.

With the 112 million users of the platform at the time and the more attractive rules for splitting accounts, Tencent Video, which has accumulated a lot of money, has gradually gained a certain advantage in the competition for top online movies.

At the end of 2020, at the CEIS2021 China Entertainment Industry Annual Conference, Song Shuang, the editor-in-chief of Tencent Video Film Channel, said that online movies are gradually becoming more refined and exploding with tremendous energy. This year, the value of members contributed by Tencent Video’s online movies has greatly increased. Among them, the membership contributions of many top online movies are comparable to those of top cinema movies.

But Tencent’s ambitions don’t stop at following.

During the epidemic, Tencent Video’s online movie box office data was officially connected to the Maoyan Professional Edition. Since then, online movie data has been fully transparent.

At the same time, Tencent Video also held the first private exchange with its partners to interpret the upgraded content of the split accounting model, and released the “Internet Movie Content Incentive Program”, which is the first of the new, platform-only online movie sharing accounts. Reward the TOP5 movies on monthly accounts, and continue to upgrade the income of the head project.

In addition, Tencent Video and other platforms jointly proposed the concept of “online movie schedule”. In 2020, “The Enchanting Phantom” of Tencent Video and “Dragon Hunter” of iQiyi were launched at the same time. Good box office results.

By 2021, even if the theaters return, online movies will continue to gain momentum. Therefore, the first “online movie Spring Festival file” is also here as promised.

With the help of the platform’s online entertainment product “Cloud Priority”, the two major titles of “Online Movie Spring Festival”, “The Legend of Shaolin Temple” and “Dreams of Getting Rich”, both debuted on Tencent Video Cloud, once again bringing a wave of momentum.

A few months later, when the highly anticipated 2021 online movie Q1 ends, Tencent’s video content boutique layout has also blossomed.

From entering the game to upgrading, Tencent Video spent 7 years and finally lived up to what it was at the time. The overseas version of Tencent Video’s wetv can watch videos simultaneously, you only need to buy WeTV VIP Top Up service.