How much can Joy of Life earn by watching 6 episodes for 50 yuan？

You obviously bought a member, but you have to spend another 50 yuan?

On December 11th, Joy of Life launched "Advance Point Screening" on Tencent and iQiyi at the same time, and VIP members can submit it to 50 yuan and watch 6 episodes in advance.

Yes, even if you are a VIP, you have to pay 50 yuan again (if you are not a VIP, you have to do a VIP first).

I believe that the audience is no longer unfamiliar with this operation. In 2019 alone, The Untamed’s "The Moon Shines on My Heart" and "You Without Secrets" and other dramas have started "VVIP". Recently, soso’s "Once upon a time there was a Mountain with a Sword" also adopted the mode of "paying to see the ending in advance".

Such a "re-payment" model has undoubtedly triggered the audience’s spit:

Some people have even started to promote "resources" online.

Some viewers made such a reaction, and the platform could not have been unexpected before launching the "advance screening". So why does the platform still adopt such a model? How many viewers will really pay for this?

2.5 million people are willing to "be leeks"?

As a male drama, Joy of Life has a lot of "sand sculpture" plots. From the setting of crossing at the beginning to the appearance of Guo Qilin (yes, that’s Fan Sizhe), a lot of funny plots are released in the play.

In addition to the plot, many characters in the play are also very lovable. Teng Zijing died to save Fan Xian, which triggered a heated discussion among the audience. Wang Juan even became a "screenwriter out of the circle" and was drawn into Joy of Life’s fan base, which also showed the audience’s love for the plot.

FUNJI data shows that "plot" is the hottest entry in the short comments of Douban, and the number of discussions has reached 173 times.

Douban data shows that Joy of Life scored 8.0, and the number of commentators has exceeded 82,000.

These data and public opinion indicate that Joy of Life has a very high degree of heat. But are these enough to support Joy of Life’s "price increase by relying on heat"?

You know, The Untamed’s comments on Douban reached 666,000, which is eight times that of Joy of Life. Although there is a time factor, The Untamed didn’t pay again until the last five episodes of the series. Compared with the practice of paying in Joy of Life’s plays, he was relatively less anxious.

More importantly, due to the theme and cast, The Untamed attracts the attention of younger female users, and these users are more willing to pay. Tmall data shows that the post-90s generation has become the backbone of social consumption in China, and the "Double Eleven" in recent three years,After 1995, the consumption accounted for more than 50% of the total, and in 2018 it reached 67%.Similarly, this group of people is also the main group supporting content payment, among which the female group is the "top priority".

According to statistics, The Untamed’s audience born after 1995 accounts for about 48%, and female users account for 81%. Such a fan composition also allows The Untamed to play a series derivative. Among them, the ticket price of Nanjing concert caused a sensation, and the ticket price of "a row of tickets in the venue" was even speculated by scalpers to the sky-high price of 151 thousand tickets.

Such data also led to The Untamed’s excellent performance in the "VVIP" mode. Although there is no official data, it was pointed out in a TV program that the platform made a profit of 75 million yuan a day by The Untamed’s "re-payment", which means that a total of 2.5 million people paid for watching the ending in advance (the fee for watching the last five episodes of The Untamed in advance was 30 yuan).

After 10 days of charging, a total of 2.67 million people paid, and the estimated fee is nearly 80 million. It can be found that most payers will pay immediately after the emergence of the New Deal to avoid being spoiled. I am afraid that there are not a few fans who pay for it while spitting on the platform.On the other hand, in Joy of Life, Joy of Life is only 29% and 63% respectively, which is about 20% behind The Untamed.

For this reason, as well as platform competition and other factors (Joy of Life is co-broadcast by Tencent and Iqiyi, and The Untamed is broadcast by Tencent alone), Joy of Life has offered 50 yuan /6 episodes (6 episodes can always be given priority in the process of watching 6 episodes first and 19 episodes later), which seems to be cheaper than 30 yuan /5 episodes (6 yuan/episode) in The Untamed.

At present, Tencent and Iqiyi have not released the relevant data of "re-paid" users, but it can be predicted that Joy of Life will not catch up with The Untamed in terms of payment.

Can "VVIP" become the norm?

In addition to The Untamed and Joy of Life, You Without Secrets (21-32 episodes, 4 episodes ahead of 18 yuan), The Bright Moon Shines on My Heart (31-36 episodes, 6 episodes ahead of 12 yuan) and Once upon a time, There was a Mountain with a Sword (33-37 episodes, 5 episodes ahead of 12 yuan) were also shown in advance to varying degrees.

From the platform point of view, all of these dramas have Tencent videos, and most of the dramas are based on the route of "sweet pet love" and "sand sculpture funny", and most of the fans are aimed at the consumer groups such as young women. From the current drama ideas of major platforms, this part will occupy a large proportion for a long time.

It can be expected that after tasting the sweetness, the future platform is likely to "intensify". It may become the norm for fans to "pay the bill while spitting".

Of course, too much "advance projection" will bring more moral dilemmas and public pressure to the platform. However, in a strict sense, "advance screening" is in line with the laws of economics, fans have the need to look ahead, and it is understandable that the platform provides services, which is essentially a consensual transaction. This model is similar to the principle of selling "queue-jumping tickets" (that is, playing without queuing) in Disneyland.

Compared with the moral dilemma, the greater threat the platform faces may be the reduction of piracy costs.Piracy resources that used to need to be completed by all kinds of technologies may now be available for only 30 to 50 yuan, and then selling them at a low price (for example, 50 yuan buys them, 2 yuan sells them alone, and small profits but quick turnover) will become a new way of piracy. This will not only affect the profit of "advance click", but also endanger the VIP income of the platform.

In fact, in addition to the platform, we can also see the changes of fans from the popularity of "advance screening". Specifically, the needs of fans are showing more levels. In addition to "chasing drama and chasing love beans", the social monetary value of film and television dramas has also increased again and again.

When everyone in your office has bought an advance screening and started talking about the latest hot drama, normal drama chasers will only look out of place. The audience who watched the advance screening can’t wait to get their own comments on social media, and the overwhelming comments will only further reduce the patience of ordinary viewers. It is precisely by grasping this psychology that "advance screening" can be so successful.

Synthesized from 36Kr, Tencent Entertainment, Sina Weibo, etc.

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