Bilibili UP main ten videos offer 30 yuan: 600,000 sales and 10,000 powder drops.
Original Lu Pengpeng Blue Whale Financial Reporter Work Platform
Would you like to spend 30 yuan to watch a paid video in bilibili?
After the UP main online paid video:
I lost 10,000 powder in two days, and the video revenue reached 600,000 yuan.
Recently, bilibili launched the paid video function, and "Hook the old man Duncan" became the first UP owner in the station to test the function.
On June 20th, the first paid video, The World’s Top Ten Unsolved Mysteries Series, was launched by "Hooking Grandpa Duncan". Users need to open the video through the mobile App before they can watch it.
It is worth noting that the video features a total of 10 episodes, users can only buy out one episode at a time, and can’t buy an episode alone. The paid video launched this time will be updated once or twice a month, and will be updated within the year. Total price of 10 videos 30 yuan. The titles of the whole series of videos are as follows:
A difficult Soviet Diatrov incident
2 Chongqing Red Boy and Zombie Boy Incident
3 Lan Keer and the Legend of Horror Hotel
4. Zhu Xiuhua and Wu Lin’s incident of reincarnating the corpse.
5 Roswell alien incident
6 cat-faced old lady’s terrorist incident
The disappearance of 90 horror photos on 7 rainy nights
8 The Horror Legend of Genting Hotel in Malaysia
9 Remembrance Killing: A video of a car accident in Portugal.
The 10 th Apocalypse Big Bang and the Tunguska Big Bang
From the homepage, we can know that "Goushou Grandpa Duncan" is a UP master who specializes in explaining paranormal. He once defined his own video type as "Large-scale entertainment program out of science", which is famous for his humorous style of explaining bizarre events. In the past, he released highly praised videos such as "Xiamen ghost ordering event and horror legend of Baidu Post Bar", and the video playback volume ranged from 500,000 to 1 million.
In contrast, the data of paid video is much worse. According to the amount of bilibili’s front desk broadcast, the latest video "Analysis of Zhu Xiuhua’s Rebirth Event" has only been played 20,000 times.
Although the video broadcast volume is far lower than that of previous videos, the revenue of this series of videos is as high as 600,000 according to the price of 30 yuan thanks to the payment attribute.
In addition, the reporter found that at the beginning of the release of the video, there were still 1.186 million fans of "Hooking Grandpa Duncan". As of press time, the number of fans fell to 1.174 million, and the powder dropped by more than 10,000.
What are the problems with paid video?
In the face of sudden paid videos, users’ feedback is mixed. Some fans in the comment area expressed support, but more users did not buy it.
"Big members can buy a movie ticket for only 25,30 yuan. Can I get a refund after paying for this story? Can the video be credited now? "
To sum UP, users’ doubts about the UP main paid video are mainly divided into four points.
1. Video content quality issues
Take this issue of "Zhu Xiuhua Rebirth" as an example. In the nearly 20-minute video, 70% of the content is to explain the story, plus some point of view analysis and live shooting.
The story itself is not exclusive content, but public resources can be found online. In the words of some fans, it is "I found out that I have heard this story after paying".
In addition, there are many UP owners in paranormal in bilibili. For example, "X Survey" and "Ying Daji" are all the same type UP owners with millions of fans. If the video itself has no particularly prominent content, the audience will vote with their feet over time.
2. Material copyright issues
Different from previous videos, a large part of the material of this video has been shot in real scenes, but some of the material is still taken from some previous science and education columns, and the compliance of its copyright use needs to be discussed.
As a paid video, the importance of content copyright is self-evident. If the material used in the video itself is irregular, then charging the audience will inevitably lead to controversy.
3. Pricing issues
According to the video author, the price of 3 yuan episode is reasonable according to the cost of the first episode. But for the audience, the price of 3 yuan episode and 30 yuan episode 10 seems to be on the high side, and the audience can have other better choices. After all, the price of a movie ticket is not as high as that of 30 yuan.
In addition, video users can only buy an episode at one time, and they can’t buy an episode separately. In addition, the video update cycle is too long, and the waiting process greatly reduces the audience’s experience.
4. Double payment
For content creators, video payment is undoubtedly a way to increase income and realize cash, and it is also a good direction for the platform.
However, there are already large members in bilibili, and if it is still necessary to "pay for viewing" when opening large members, the user experience of some large members will inevitably "deteriorate".
As far as the video payment function is concerned, big members are not required to watch it for free, but at least they can provide discounts and the right to try out paid videos. If there are no differentiated products and services, then the significance of the existence of big members seems to be less significant.
For the outside world’s doubts, the UP owner "Hook Grandpa Duncan" also responded: "This is a brand-new attempt, mainly because I have been engaged in creation for so long. I have always wanted to devote more energy to making better content, but because of various objective factors, I have not been able to make it. But the idea has always been, if there is an opportunity to increase some income for our small group, maybe we can expand our production capacity and do something more interesting. Because there is such a difficulty, I made this collection boldly this time. "
"Different from previous videos, they are usually produced in a small workshop at home, but this paid video has achieved high investment in real-life shooting and difficult to return." He said that in fact, I don’t want everyone to buy it. I just hope that some people who are financially independent, not bad and really like Duncan will spend money to buy this series. I hope everyone can do what they can.
More than 27 million paid users per month.
Who said that all B friends are "Bai Piao Party"?
In fact, the video payment function is not the first in bilibili. For example, the short drama payment function in Tik Tok before, in addition to being unlocked by paying separately according to the number of episodes, also supports buying out the whole drama at one time. The paid short play can be watched repeatedly and there is no time limit.
In recent years, in order to improve the commercial liquidity, more and more platforms, such as Tik Tok, Aauto Quicker and Iqiyi, have opened the paid subscription function, and now bilibili has joined this camp.
According to the data of the first quarterly report of bilibili in 2022, the company’s revenue reached 5.054 billion yuan, up 30% year-on-year. At present, the four major sectors supporting bilibili’s main revenue are mobile games, value-added services, advertising and e-commerce.
Among them, value-added services have surpassed games, with revenue reaching 2.052 billion yuan, up 37% year-on-year, making it the largest source of revenue in bilibili. This business module mainly includes live broadcast business, big members and other paid services.
In addition, in the first quarter, the average monthly active users in bilibili exceeded 294 million, a year-on-year increase of 31%. The monthly average number of paying users was 27.2 million, a year-on-year increase of 33%, and the proportion of paying users reached 9.3%.
Although people shout "Bai Piao" all day, the data will not deceive people. It turns out that bilibili users have a strong willingness to pay, which directly drives the value-added service section to become the largest source of income in bilibili.
In terms of creators, with the rapid growth of community scale and the virtuous circle of content ecology, the number of active UP owners in bilibili reached 3.8 million in the first quarter, a year-on-year increase of 75%; The number of creators above 10,000 powder increased by 44% year-on-year.
The online video payment function can be seen as another test of bilibili’s value-added services. Although there are some controversies at this stage, with the continuous improvement of the platform’s functions and systems, paid videos in the future will become an important part of the realization of UP owners.
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Original title: "bilibili UP main ten videos offer 30 yuan: sales of 600,000, powder loss of 10,000"
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