This article sorts out the membership systems of iQIYI and Tencent Video, and compares and summarizes the operation strategies of the products in three aspects: conversion of paying users, retention of paying users, and recovery of paying users. Structure of this paper I. Overview email list According to the "2018 China Video Content Payment Industry Observation" by Arten Consulting, the compound growth rate of China's video membership scale in the past three years has far exceeded the growth rate of Chinese netizens. Video paying users have a broad market base and huge growth space. 2.
Product introduction 1. iQIYI iQIYI is a video website founded on April 22, 2010, slogan: Enjoy quality. iQIYI is a powerful and complete video APP that meets the entertainment needs of users. iQIYI is positioned as "China's high-quality video entertainment service provider", and most of the videos provided by the platform belong to the entertainment scope, meeting email list the entertainment needs of users. iQIYI meets the basic needs and expectations of users. 2. Tencent Video Tencent Video was officially launched in April 2011. Tencent Video slogan: Live up to the good times. Adhering to the values of "content is king, user-oriented", it focuses on highlighting the differentiated competitive advantages of high-quality content and deepens emotional communication with consumers.
The video content platform continues to provide users with a high-definition and smooth video entertainment experience. 3. Rights and Interests of Paid Users Both iQIYI and Tencent Video use membership subscriptions as the main business monetization method. The following discussion mainly focuses on iQIYI and Tencent Video VIP. The email list core of membership subscription is that users pay for the exclusive rights provided by the product, and the product obtains income and the higher stickiness and activity of paying users. Therefore, products that do membership subscriptions need to be sorted out, and what resources or capabilities they have can be provided to paying users in the form of higher value. 1. The same paid user membership benefits iQIYI and Tencent Video VIP provide many same forms of membership rights,