At the beginning of the new year, it is time to renew the annual fee for video members. "Members who buy several platforms will spend nearly 1000 yuan a year." This is not an exaggeration, but a true portrayal of the current spending of many people. In order to follow dramas, watch variety shows or cartoons, consumers often need to recharge members on multiple platforms. Considering that the advantages and contents of each video platform are different, it is reasonable for people to charge separately for different platforms, but now even within the same platform, the charging names are also beginning to become diverse. For example, for the definition of the projection screen, low level members only support 480P definition. To achieve 4K image quality, you need to recharge to higher level members; Another example is that some platforms will restrict the login terminals of member accounts. The accounts registered on the mobile phone or tablet cannot be used on the TV side. You can only continue to watch the relevant content of the platform by opening another member account on the TV side; There is also a distinction between the content of the fee and the target group. "Sports members" should be opened for sports events, and "children members" should be opened for watching animations and listening to children's songs... In short, it is not enough to spend money to buy a basic ordinary member. If you want to project a large screen temporarily or watch more sports events, you need to pay extra. Such a complicated "doll-like" payment system makes many consumers feel angry and helpless. Faced with the increasingly differentiated entertainment needs of users, it is reasonable for video platforms to turn to the "intensive cultivation" mode of charging. However, the result should point to the upgrading of service quality and consumption experience, rather than the creation of names and the increase of fees. Many people complained that in order to catch up with a play, they first paid for the viewing qualification of the whole play, and then paid for the high-definition picture quality. The membership fee was "charged again and again", and the sense of experience also dropped again and again. You should know that content consumption is not a one-time business. When consumers have the feeling of being "ripped off" and being set up, their willingness to pay again will be reduced. In such a vicious circle, only the video platform and users will lose. The charging mode of the video platform should also be more detailed and transparent, and it is not allowed to change the terms suddenly in the middle of the way, or hide the additional costs that need to be added. The Law on the Protection of the Rights and Interests of Consumers stipulates that the information provided by business operators to consumers about the quality, performance, use and validity of goods or services shall be true and comprehensive, and shall not make false or misleading propaganda. We need to make every money spent by consumers clear, the service standards covered by membership fees clear, and at the same time, we need to do a good job in after-sales service, listen to users' opinions, deal with complaints in a timely manner, and improve the unreasonable charging of fees, so that people can be willing to pay for the bill and attract more users to stay on the platform. In recent years, with the improvement of people's awareness of copyright and the more mature and convenient means of payment, people are more and more willing to pay for high-quality content. The paid membership system of domestic video platforms is also gradually improving and maturing. However, the establishment of a healthy and good payment ecosystem is a long-term process, which cannot be achieved overnight. It needs the joint efforts of all major platforms and users, especially the platform should be in awe of users and operate in good faith. Whether it is the advanced on-demand, single-piece payment, or the current "doll-like