A year later, the membership fee increased again, and Tencent video has not stopped losing
2022-04-21
Tencent video members have raised their prices again. On April 9, Weibo @ Tencent video VIP released a notice that the prices of Tencent video VIP and super film VIP will be adjusted from 0:00 on April 20, 2022. The prices of Tencent video VIP monthly card and super film VIP monthly card, quarterly card, annual card and continuous annual package will remain unchanged. The continuous monthly package price of Tencent video VIP will be adjusted from 20 yuan to 25 yuan, and the continuous monthly package price of super film VIP will be adjusted from 30 yuan to 35 yuan, The price of Tencent video VIP annual card was adjusted from 253 yuan to 258 yuan. Users who are already in the automatic renewal status of Tencent video VIP or super film and television VIP before 0:00 on April 20 will enjoy the renewal price discount before adjustment until October 23, 2022 if they do not change the current automatic renewal status. Image source: Weibo @ Tencent video VIP The last price increase of Tencent video members was on April 10, 2021. Taking the subscription fee of continuous monthly subscription members as an example, before the first price increase in 2021, the monthly subscription fee of continuous monthly subscription members was 19 yuan, but in about a year, the fee rose from 19 yuan to 20 yuan and then to 25 yuan, and the price of members increased by about 32%. Tencent video members may have to raise prices. From the perspective of the scale of Tencent video paying members, even though Tencent Holdings said in its "annual results announcement for the year ended December 31, 2021" released on March 23, "the number of paying members of Tencent video increased by 1% year-on-year to 124 million, and consolidated its position in the number of paying members in the Chinese market with diversified contents such as animation, drama and sports." According to the annual increase of 6 yuan in member prices, Tencent video's 124 million paying members will bring an annual increase of 8.928 billion yuan. But in fact, the number of paid members of Tencent video has decreased by 5 million compared with 129 million in Q3 in 2021. In addition, according to the performance reports previously disclosed, the number of paid members of Tencent video grew sluggishly in 2021. At the end of 2020, the number of paid members of Tencent video was 123 million. In the first quarter of 2021, the number of members increased to 125 million, but the number of members increased by zero in the second quarter. The second quarter of 2021 is just after the last price increase of Tencent video. On the other hand, Tencent video is still at a loss. According to the performance report, in terms of digital content business, Tencent's paid value-added service members reached 236 million in 2021, a year-on-year increase of 8%. However, Tencent still said in the report that "measures are being taken to optimize costs and reduce the financial loss of Tencent video". Tencent video is not the only video platform to increase the price. Iqiyi and mango TV also raised the member price successively at the end of 2021: on December 15, 2021, iqiyi announced that the monthly package price of members was increased from 19 yuan to 22 yuan, the continuous season card was increased from 58 yuan to 63 yuan, the ordinary monthly card was increased from 25 yuan to 30 yuan, the ordinary season card was increased from 68 yuan to 78 yuan, and the annual card membership fee remained unchanged; On December 22, 2021, mango TV announced an increase of 1 yuan in monthly package price, 5 yuan in quarterly package price and 10 yuan in annual package price. The price of monthly card and quarterly card remained unchanged, and the price of annual card increased by 20 yuan. Youku Video members have not raised their prices, but recently there have been disputes over the way the episodes are scheduled. On April 18, Youku launched a new play "my name is Zhao Jiadi". On the basis of members' preemptive watching, the play launched an activity of inviting five friends to help and watch two episodes first. The first mock exam make complaints about the mode. Previously, iqiyi, Tencent video, Youku and other video platforms have also launched paid "advance on demand", but the paid "advance on demand" was cancelled in October 2021 because it affected the member experience. Tencent video is not the only video platform that is still at a loss. According to the unaudited financial report for the fourth quarter and the whole year ended December 31, 2021 released by iqiyi on March 1, iqiyi had a total revenue of 30.6 billion yuan in fiscal year 2021, a year-on-year increase of 3%, and an operating loss of 3 billion yuan in non GAAP financial indicators. In the fourth quarter of 2021, iqiyi's revenue reached 7.4 billion yuan. Among them, the member service revenue reached 4.1 billion yuan, a year-on-year increase of 7%, which was mainly due to the growth of monthly average single member income. But at the same time, in the fourth quarter of 2021 after the increase in member prices, iqiyi's total daily subscription members were 97 million, significantly lower than 103.6 million in the previous quarter. Its CEO also set "break even" as the operation goal for the first time. Although the rise in member prices cannot be simply related to the decline in the number of members, the rise in prices will undoubtedly affect the willingness of members to renew. Just after the price increase on April 20, # Tencent video once again announced the price increase # boarded the microblog hot search and was criticized. Many netizens said in the topic that they would not renew Tencent video members. The price increase of video platform membership fee is a stress measure under long-term losses, but in the long run, it is still inconclusive whether it can achieve the purpose of "open source" and reducing losses at the same time. Users have been raising prices for a long time, while the platform has been suffering losses for a long time. (Xinhua News Agency)
Edit：Li Ling Responsible editor：Chen Jie
Source：Jiemian
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