Research On The Profitability Of China's Video Platform

After 15 years of baptism,China's video sites now have a huge market size and a complete market system.The video website is now entering a period of rapid development,the profit conditions are gradually maturing,and the profit model is diversified,but it is still in a state of loss.There are many papers on the development of domestic video websites,but there are not many researches from some new perspectives,such as combining the 5G new era and the impact of other entertainment modes such as vibrato on the video platform business.Based on this,in the new development of the video business,this paper has carried on the in-depth discussion on the development of the profit model of the video website.It not only puts forward new suggestions for new problems,but also puts forward new ideas on the old problems that have not been solved.This paper takes the main problems of the current video website development as the background,and focuses on the profit phenomenon of the video platform,mainly from the following aspects:Firstly,it summarizes the profit phenomenon of video platform,and innovatively presents the development history of the profit model of video platform,the development status of four profit models and case analysis of the three major video platforms.Secondly,in-depth analysis of the problems existing in the entire industry chain of video websites,all the problems arising from video websites are caused by the fierce competition in the domestic market.This article explores the existing profit margins from the upstream of the industry chain—content production,mid-stream of the industry chain—presentation and sharing,downstream of the industry chain—user research.On the basis of high cost and low proportion of paying users,combined with the current environment,innovatively proposed the lack of profit channel extension,other entertainment forms such as vibrato,and the “power up” of video users in the social field and so on.Finally,suggestions for rationalization have been made for the issues raised in the previous chapter.From the perspective of the government,control costs,copyright costs,and actors' compensation costs;from the perspective of improving technology,fully prepare for the opportunities and challenges of the 5G era and the VR era;from the perspective of communication and sharing,we will open up internal and external social circles,increase the user base of video websites as much as possible,expand the proportion of paying users from the perspective of improving audience experience,and improve the professional content presentation system from the perspective of demand.In short,this article focuses on the profitability and development of video platforms,including but not limited to: literature reading,related data collection and personal observation.From the three aspects of content production,presentation and sharing,and user research,the paper analyzes the development of video websites in an all-round way,and puts forward reasonable suggestions for each problem.The author hopes that the development of video websites in the new era can be healthier and longer-term.