In May 2019, iQIYI released the world's first interactive video standard, announced plans to launch an interactive video auxiliary production tool platform, and produced the interactive drama "His Smile"; On March 24 this year, Tencent released its own interactive narrative collection platform "1001" at the UP conference, emphasizing the interactivity of content. In January this year, Yueming Pan starred in the interactive drama "The Origin of the Buddha's Head in the Middle Game of the Antique Game" produced by Huying Entertainment and Wuyuan Culture, which was officially launched on Tencent Video.
Not long ago, an interactive online movie called "The Painter" has also appeared on Tencent Video. Some people telemarketing list in the industry commented on the interactive movie: After choosing the plot, the scene switching is rather blunt, and the continuity of the story is somewhat unsatisfactory, but 327 10,000 hits and a score of 7.8, indicating that such a novel method has been initially recognized by the audience. Why was the interactive video captured by Tencent B station iQiyi collective? Interactive video suddenly attracted the attention of major giants, probably for several reasons: 01 One is to return to the issue of traffic competition and retention competition.
The current traffic anxiety of video websites is obvious. From the perspective of the entire Internet market, the scale of new users and traffic are peaking. According to QuestMobile data, the net increase in the scale of mobile monthly active users in the first quarter was only 7.62 million, and the growth of per capita daily usage time was only half. Hours. 02 Second, the current background is that major video platforms are emphasizing membership revenue, and the increase in membership revenue depends on the purchase of copyrights of film and television dramas to attract consumers to pay, and on the other hand, it depends on the output of self-made independent content, including online The growth of membership fees in TV dramas, online dramas and online universities is also closely related to this exclusive content strategy.