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补贴大战打响,直播掉进过的坑小视频一样绕不过

来源: 南方日报网络版     时间: 2019年04月26日 20:35:39
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(原)(标)(题)(:补)(贴)(大)(战)(打)(响)(,直)(播)(掉)(进)(过)(的)(坑)(小)(视)(频)(一)(样)(绕)(不)(过)(
为)(记)(者)(量)(身)(打)(造)(的)(行)(业)(资)(讯)(平)(台)(
最)(快)(的)(传)(媒)(要)(闻)(、最)(全)(面)(的)(财)(经)(舆)(情)(、最)(敏)(锐)(的)(传)(媒)(投)(资)(风)(声)(、最)(前)(沿)(的)(媒)(介)(变)(革)(趋)(势)(,是)(资)(讯)(门)(户)(也)(是)(工)(作)(平)(台)(,近)(万)(名)(财)(经)(记)(者)(注)(册)(、二)(十)(万)(主)(流)(财)(经)(人)(群)(实)(时)(关)(注)(。
文)(|蓝)(鲸)(传)(媒)(耿)(牧)(风)(
去)(年)(9月)(,今)(日)(头)(条)(CEO张)(一)(鸣)(就)(坚)(称)(,短)(视)(频)(是)(内)(容)(创)(业)(的)(下)(一)(个)(风)(口)(。
对)(此)(,头)(条)(带)(着)(10亿)(给)(短)(视)(频)(创)(作)(者)(的)(补)(贴)(入)(局)(、全)(资)(收)(购)(美)(国)(移)(动)(短)(视)(频)(创)(作)(者)(社)(区)(Flipagram、通)(过)(收)(购)(取)(得)(网)(络)(传)(播)(视)(听)(节)(目)(许)(可)(证)(、取)(得)(中)(超)(首)(次)(出)(让)(的)(短)(视)(频)(版)(权)(资)(源)(、取)(得)(芒)(果)(TV综)(艺)(短)(视)(频)(资)(源)(……做)(完)(这)(些)(之)(后)(,又)(拿)(出)(了)(10个)(亿)(,压)(在)(了)(短)(视)(频)(上)(面)(。
在)(打)(车)(补)(贴)(、叫)(外)(卖)(补)(贴)(、骑)(共)(享)(单)(车)(补)(贴)(等)(等)(之)(后)(,你)(发)(现)(发)(段)(小)(视)(频)(,也)(可)(能)(会)(有)(补)(贴)(了)(……
10亿)(元)(补)(贴)(内)(容)(生)(产)(,又)(是)(一)(轮)(烧)(钱)(大)(战)(?
5月)(16日)(,由)(今)(日)(头)(条)(孵)(化)(的)(火)(山)(小)(视)(频)(宣)(布)(,在)(未)(来)(一)(年)(里)(拿)(出)(10亿)(元)(补)(贴)(小)(视)(频)(内)(容)(。
具)(体)(的)(补)(贴)(包)(括)(两)(部)(分)(:一)(方)(面)(,火)(山)(小)(视)(频)(会)(根)(据)(“火)(力)(值)(”,即)(系)(统)(通)(过)(算)(法)(计)(算)(小)(视)(频)(观)(看)(行)(为)(和)(互)(动)(情)(况)(得)(出)(的)(数)(值)(,来)(补)(贴)(用)(户)(,现)(金)(直)(接)(发)(放)(至)(用)(户)(账)(号)(。另)(一)(方)(面)(,针)(对)(内)(容)(特)(别)(优)(质)(的)(达)(人)(,推)(出)(特)(定)(养)(成)(计)(划)(,进)(行)(长)(期)(流)(量)(扶)(持)(,并)(按)(照)(内)(容)(贡)(献)(程)(度)(定)(期)(赠)(送)(100-1000火)(力)(值)(。根)(据)(火)(山)(小)(视)(频)(产)(品)(负)(责)(人)(孙)(致)(透)(露)(,用)(户)(可)(以)(随)(时)(提)(现)(。
官)(方)(介)(绍)(显)(示)(,火)(山)(小)(视)(频)(是)(今)(日)(头)(条)(孵)(化)(的)(UGC小)(视)(频)(平)(台)(,在)(2016年)(年)(初)(组)(建)(,主)(打)(15s短)(视)(频)(和)(娱)(乐)(生)(活)(直)(播)(,早)(期)(的)(名)(称)(是)(“火)(山)(星)(球)(”。联)(想)(这)(款)(产)(品)(上)(线)(的)(时)(间)(节)(点)(,彼)(时)(秒)(拍)(、美)(拍)(、快)(手)(三)(巨)(头)(称)(霸)(短)(视)(频)(领)(域)(,各)(家)(深)(耕)(多)(年)(,各)(有)(自)(己)(的)(优)(势)(,要)(想)(短)(期)(内)(打)(开)(市)(场)(吸)(引)(用)(户)(,那)(时)(的)(“火)(山)(星)(球)(”在)(不)(断)(打)(磨)(产)(品)(的)(同)(时)(,还)(需)(要)(等)(待)(时)(机)(。
借)(助)(网)(红)(经)(济)(时)(代)(的)(网)(红)(效)(应)(,短)(视)(频)(迅)(速)(发)(展)(成)(规)(模)(庞)(大)(的)(内)(容)(创)(业)(形)(式)(,短)(视)(频)(市)(场)(呈)(现)(爆)(发)(式)(增)(长)(。根)(据)(艾)(媒)(咨)(询)(报)(告)(显)(示)(,2016年)(我)(国)(短)(视)(频)(用)(户)(规)(模)(已)(达)(到)(1.53亿)(。据)(预)(测)(,2017年)(,短)(视)(频)(用)(户)(将)(达)(到)(2.42亿)(人)(,增)(长)(率)(为)(58.2%。
而)(短)(视)(频)(的)(竞)(争)(越)(来)(越)(激)(烈)(,不)(仅)(生)(产)(者)(被)(划)(定)(为)(不)(同)(类)(别)(,甚)(至)(连)(时)(长)(也)(区)(分)(得)(越)(来)(越)(精)(细)(,快)(手)(的)(57秒)(竖)(屏)(、抖)(音)(和)(火)(山)(小)(视)(频)(的)(15秒)(、微)(博)(的)(15秒)(故)(事)(,短)(视)(频)(内)(容)(呈)(现)(出)(大)(繁)(荣)(。
而)(36氪)(在)(报)(道)(中)(提)(到)(预)(计)(5月)(底)(,火)(山)(小)(视)(频)(会)(正)(式)(接)(入)(今)(日)(头)(条)(App,成)(为)(底)(部)(第)(四)(个)(tab栏)(。这)(意)(味)(着)(头)(条)(正)(式)(向)(这)(个)(自)(己)(孵)(化)(的)(短)(视)(频)(社)(区)(敞)(开)(了)(流)(量)(大)(门)(。值)(得)(一)(提)(的)(是)(,公)(开)(数)(据)(显)(示)(,2016年)(9月)(份)(今)(日)(头)(条)(注)(册)(用)(户)(5.8亿)(,DAU超)(过)(6300万)(。
10亿)(补)(贴)(加)(上)(今)(日)(头)(条)(流)(量)(加)(持)(,火)(山)(小)(视)(频)(终)(于)(向)(持)(续)(膨)(胀)(的)(短)(视)(频)(金)(矿)(,高)(调)(出)(手)(了)(。
今)(日)(头)(条)(在)(短)(视)(频)(赛)(道)(到)(底)(是)(什)(么)(打)(法)(?
众)(所)(周)(知)(,今)(日)(头)(条)(对)(短)(视)(频)(一)(直)(青)(睐)(有)(加)(,在)(2016年)(直)(播)(大)(潮)(中)(,张)(一)(鸣)(也)(不)(止)(一)(次)(站)(出)(来)(给)(短)(视)(频)(撑)(腰)(。在)(去)(年)(的)(头)(条)(号)(创)(作)(大)(会)(上)(,张)(一)(鸣)(宣)(布)(未)(来)(一)(年)(内)(将)(投)(入)(不)(少)(于)(10亿)(元)(扶)(持)(短)(视)(频)(创)(作)(者)(,并)(宣)(称)(今)(日)(头)(条)(已)(成)(为)(最)(大)(的)(短)(视)(频)(平)(台)(,每)(日)(短)(视)(频)(平)(均)(播)(放)(量)(达)(到)(10亿)(次)(。
同)(样)(被)(今)(日)(头)(条)(孵)(化)(,主)(打)(15秒)(音)(乐)(短)(视)(频)(社)(区)(的)(抖)(音)(,在)(去)(年)(9月)(正)(式)(上)(线)(。在)(今)(年)(3月)(初)(,因)(岳)(云)(鹏)(在)(微)(博)(上)(发)(布)(了)(一)(段)(有)(人)(模)(仿)(他)(唱)(歌)(的)(抖)(音)(视)(频)(而)(迅)(速)(走)(红)(,可)(以)(说)(15秒)(小)(视)(频)(区)(别)(于)(PGC精)(致)(化)(的)(调)(性)(最)(先)(借)(由)(抖)(音)(这)(款)(产)(品)(普)(及)(给)(受)(众)(的)(。
那)(么)(有)(了)(头)(条)(视)(频)(为)(什)(么)(还)(需)(要)(火)(山)(小)(视)(频)(,甚)(至)(又)(拿)(出)(一)(个)(10亿)(来)(补)(贴)(内)(容)(?
在)(36氪)(对)(火)(山)(小)(视)(频)(产)(品)(负)(责)(人)(孙)(致)(采)(访)(中)(可)(以)(找)(到)(答)(案)(。孙)(致)(提)(到)(,碎)(片)(化)(的)(消)(费)(场)(景)(与)(基)(础)(设)(施)(的)(完)(善)(,让)(头)(条)(从)(大)(局)(上)(长)(期)(看)(好)(短)(视)(频)(业)(务)(。2016年)(上)(半)(年)(头)(条)(视)(频)(业)(务)(相)(对)(成)(熟)(稳)(定)(后)(,公)(司)(判)(断)(快)(速)(增)(长)(的)(短)(视)(频)(领)(域)(中)(还)(有)(空)(间)(做)(更)(细)(致)(的)(划)(分)(与)(布)(局)(。
按)(照)(孙)(致)(的)(说)(法)(,从)(生)(产)(者)((UGC、PGC和)(OGC)和)(时)(长)((一)(分)(钟)(以)(内)(、四)(分)(钟)(左)(右)(还)(有)(二)(十)(分)(钟)()来)(划)(分)(视)(频)(赛)(道)(的)(话)(,今)(日)(头)(条)(的)(短)(视)(频)(,主)(要)(是)(以)(PGC为)(主)(,四)(分)(钟)(左)(右)(长)(度)(的)(产)(品)(;火)(山)(小)(视)(频)(主)(要)(聚)(焦)(以)(一)(分)(钟)(以)(内)(,UGC内)(容)(为)(主)(的)(短)(视)(频)(。
而)(在)(业)(内)(人)(士)(看)(来)(,15秒)(的)(视)(频)(短)(平)(快)(、低)(门)(槛)(、内)(容)(多)(元)(化)(的)(优)(势)(也)(为)(社)(交)(提)(供)(了)(可)(能)(性)(。而)(能)(够)(有)(效)(提)(高)(用)(户)(黏)(度)(的)(社)(交)(手)(段)(,对)(于)(头)(条)(将)(平)(台)(流)(量)(盘)(活)(成)(留)(存)(更)(强)(的)(社)(交)(流)(量)(,意)(义)(非)(凡)(。
合)(并)(“火)(山)(直)(播)(”,响)(应)(整)(改)(还)(是)(合)(并)(资)(源)(
而)(另)(一)(边)(,提)(到)(火)(山)(小)(视)(频)(,不)(得)(不)(提)(到)(他)(的)(“胞)(兄)(”,今)(日)(头)(条)(孵)(化)(的)(另)(一)(款)(布)(局)(直)(播)(领)(域)(的)(产)(品)(“火)(山)(直)(播)(”。但)(不)(得)(不)(承)(认)(,在)(直)(播)(行)(业)(最)(火)(热)(时)(间)(段)(,今)(日)(头)(条)(平)(台)(上)(仅)(有)(的)(“火)(山)(直)(播)(”不)(仅)(没)(有)(获)(得)(足)(够)(的)(曝)(光)(资)(源)(,入)(口)(还)(极)(深)(,且)(内)(容)(同)(质)(化)(较)(严)(重)(。5月)(12日)(,火)(山)(直)(播)(发)(微)(博)(称)(,“自)(5月)(12日)(19时)(开)(始)(,火)(山)(直)(播)(iOS体)(验)(版)(将)(不)(再)(更)(新)(到)(AppStore;我)(们)(将)(正)(式)(合)(并)(至)(‘火)(山)(小)(视)(频)(’。”
事)(实)(上)(火)(山)(直)(播)(刚)(刚)(还)(遭)(遇)(了)(监)(管)(危)(机)(面)(临)(“下)(架)(”的)(风)(险)(。今)(年)(4月)(16日)(,央)(视)(新)(闻)(曝)(光)(今)(日)(头)(条)(涉)(嫌)(推)(荐)(涉)(黄)(直)(播)(。随)(后)(,北)(京)(市)(网)(信)(办)(发)(布)(通)(告)(,认)(定)(今)(日)(头)(条)(、火)(山)(直)(播)(、花)(椒)(直)(播)(三)(平)(台)(未)(能)(履)(行)(监)(管)(责)(任)(,存)(在)(管)(理)(漏)(洞)(,已)(违)(反)(相)(关)(规)(定)(。
对)(此)(,网)(信)(办)(表)(示)(,已)(联)(合)(市)(公)(安)(局)(与)(市)(文)(化)(市)(场)(行)(政)(执)(法)(总)(队)(责)(令)(上)(述)(三)(家)(平)(台)(立)(即)(停)(止)(违)(规)(行)(为)(并)(限)(期)(整)(改)(。对)(火)(山)(、花)(椒)(两)(家)(直)(播)(平)(台)(,市)(文)(化)(市)(场)(行)(政)(执)(法)(总)(队)(已)(做)(立)(案)(处)(理)(。
而)(且)(,上)(述)(三)(个)(部)(门)(还)(联)(合)(约)(谈)(了)(苹)(果)(公)(司)(,外)(界)(曾)(猜)(测)(,火)(山)(直)(播)(被)(苹)(果)(下)(架)(或)(处)(理)(是)(大)(概)(率)(事)(件)(。
但)(重)(推)(短)(视)(频)(并)(不)(代)(表)(放)(弃)(直)(播)(,合)(并)(后)(的)(火)(山)(小)(视)(频)(仍)(然)(具)(备)(直)(播)(功)(能)(。火)(山)(小)(视)(频)(产)(品)(负)(责)(人)(孙)(致)(对)(此)(表)(示)(:“直)(播)(也)(是)(信)(息)(的)(一)(种)(形)(式)(,但)(是)(就)(现)(阶)(段)(的)(网)(络)(环)(境)(和)(使)(用)(习)(惯)(,我)(们)(可)(能)(更)(看)(好)(小)(视)(频)(一)(点)(。”为)(应)(对)(响)(应)(政)(策)(作)(出)(的)(整)(改)(也)(好)(,顺)(应)(趋)(势)(将)(直)(播)(作)(为)(短)(视)(频)(的)(延)(展)(和)(补)(充)(也)(罢)(,今)(日)(头)(条)(在)(短)(视)(频)(和)(直)(播)(二)(者)(间)(选)(择)(了)(短)(视)(频)(堆)(上)(了)(自)(己)(的)(筹)(码)(。
网)(络)(直)(播)(平)(台)(面)(临)(的)(坑)(,短)(视)(频)(平)(台)(一)(样)(跳)(不)(过)(
此)(前)(,不)(少)(针)(对)(短)(视)(频)(的)(报)(道)(会)(将)(今)(日)(头)(条)(和)(快)(手)(这)(两)(家)(公)(司)(联)(系)(起)(来)(,习)(惯)(将)(快)(手)(称)(为)(视)(频)(界)(的)(“今)(日)(头)(条)(”。两)(家)(公)(司)(的)(创)(始)(人)(,张)(一)(鸣)(与)(宿)(华)(都)(将)(自)(身)(秉)(持)(的)(“算)(法)(信)(仰)(”融)(入)(产)(品)(价)(值)(观)(,让)(机)(器)(去)(“观)(察)(”与)(“推)(荐)(”。但)(当)(时)(两)(家)(在)(内)(容)(和)(产)(品)(上)(并)(无)(直)(接)(冲)(撞)(。
如)(今)(拥)(有)(头)(条)(基)(因)(的)(火)(山)(小)(视)(频)(同)(样)(会)(采)(取)(与)(快)(手)(类)(似)(的)(逻)(辑)(类)(似)(的)(算)(法)(推)(荐)(,这)(样)(看)(来)(,来)(势)(凶)(猛)(的)(火)(山)(小)(视)(频)(,势)(必)(要)(面)(临)(短)(视)(频)(领)(域)(第)(一)(大)(流)(量)(平)(台)(快)(手)(的)(直)(接)(竞)(争)(。
而)(从)(目)(前)(的)(情)(形)(来)(看)(,这)(场)(对)(决)(首)(先)(爆)(发)(在)(对)(头)(部)(主)(播)(的)(争)(夺)(上)(。
在)(今)(天)(发)(布)(会)(稍)(早)(前)(,“火)(山)(小)(视)(频)(”就)(频)(频)(成)(为)(热)(门)(话)(题)(,提)(前)(“混)(了)(个)(脸)(熟)(”。前)(有)(消)(息)(称)(“快)(手)(一)(哥)(”MC天)(佑)(已)(经)(从)(快)(手)(跳)(槽)(到)(今)(日)(头)(条)(旗)(下)(的)(火)(山)(小)(视)(频)(。15日)(,MC天)(佑)(通)(过)(个)(人)(微)(博)(“MC天)(佑)(吖)(”证)(实)(该)(消)(息)(属)(实)(;其)(后)(有)(知)(名)(自)(媒)(体)(人)(阑)(夕)(曝)(光)(的)(题)(为)(《火)(山)(小)(视)(频)(5月)(拉)(新)(list》的)(表)(格)(,一)(众)(快)(手)(网)(红)(纷)(纷)(上)(榜)(,其)(中)(天)(佑)(的)(签)(约)(报)(价)(高)(达)(2000万)(元)(,引)(来)(热)(议)(。但)(该)(表)(格)(内)(容)(后)(被)(今)(日)(头)(条)(否)(认)(。
但)(对)(于)(快)(手)(和)(火)(山)(小)(视)(频)(两)(个)(平)(台)(的)(对)(比)(,以)(及)(直)(播)(平)(台)(大)(战)(时)(哄)(抬)(主)(播)(身)(价)(的)(“野)(蛮)(竞)(争)(”会)(否)(蔓)(延)(至)(短)(视)(频)(平)(台)(,相)(关)(讨)(论)(伴)(随)(着)(报)(道)(不)(断)(涌)(现)(。
在)(外)(界)(看)(来)(,作)(拥)(数)(亿)(用)(户)(的)(快)(手)(,既)(没)(有)(完)(成)(自)(我)(变)(现)(,也)(没)(有)(给)(平)(台)(用)(户)(更)(多)(变)(现)(机)(会)(。快)(手)(CEO宿)(华)(曾)(公)(开)(表)(示)(,快)(手)(不)(做)(任)(何)(活)(动)(来)(运)(营)(用)(户)(,也)(不)(在)(网)(红)(、明)(星)(身)(上)(投)(放)(更)(多)(资)(源)(,公)(司)(甚)(至)(不)(允)(许)(团)(队)(与)(主)(播)(有)(任)(何)(私)(交)(。这)(样)(的)(平)(台)(机)(制)(,导)(致)(了)(即)(使)(是)(坐)(拥)(粉)(丝)(百)(万)(的)(快)(手)(网)(红)(也)(只)(能)(通)(过)(打)(广)(告)(来)(变)(现)(。而)(这)(一)(行)(为)(恰)(恰)(又)(是)(快)(手)(官)(方)(严)(厉)(打)(击)(和)(禁)(止)(的)(。
但)(火)(山)(小)(视)(频)(在)(投)(入)(10亿)(补)(贴)(后)(,用)(现)(金)(激)(励)(用)(户)(,发)(小)(视)(频)(就)(能)(挣)(钱)(。孙)(致)(表)(示)(,之)(所)(以)(要)(投)(入)(10亿)(补)(贴)(,一)(是)(因)(为)(今)(日)(头)(条)(一)(贯)(有)(补)(贴)(优)(质)(内)(容)(的)(传)(统)(,而)(更)(重)(要)(的)(是)(,目)(前)(市)(场)(上)(的)(UGC小)(视)(频)(产)(品)(,一)(直)(没)(能)(解)(决)(中)(长)(尾)(用)(户)(变)(现)(的)(问)(题)(,火)(山)(小)(视)(频)(的)(补)(贴)(正)(是)(尝)(试)(解)(决)(这)(一)(问)(题)(。
“简)(单)(粗)(暴)(”地)(以)(现)(金)(补)(贴)(模)(式)(的)(火)(山)(小)(视)(频)(,恐)(怕)(正)(在)(吸)(引)(越)(来)(越)(多)(坐)(拥)(百)(万)(粉)(丝)(却)(不)(能)(赚)(不)(到)(钱)(的)(快)(手)(网)(红)(,到)(自)(己)(的)(平)(台)(。从)(这)(一)(角)(度)(来)(看)(,快)(手)(崇)(尚)(的)(“自)(然)(生)(长)(”方)(式)(,似)(乎)(正)(在)(面)(临)(今)(日)(头)(条)(的)(强)(势)(狙)(击)(。
但)(话)(又)(说)(回)(来)(了)(,通)(过)(补)(贴)(吸)(引)(来)(的)(头)(部)(内)(容)(创)(作)(者)(,其)(对)(平)(台)(的)(忠)(诚)(度)(和)(平)(台)(对)(其)(约)(束)(力)(又)(有)(多)(大)(呢)(?此)(番)(豪)(掷)(10亿)(的)(举)(动)(若)(引)(来)(短)(视)(频)(平)(台)(的)(补)(贴)(大)(战)(,火)(山)(小)(视)(频)(有)(无)(准)(备)(?而)(网)(络)(刷)(量)(骗)(补)(的)(毒)(瘤)(又)(该)(如)(何)(根)(治)(?可)(以)(说)(,网)(络)(直)(播)(平)(台)(曾)(经)(面)(临)(的)(深)(坑)(,短)(视)(频)(平)(台)(一)(样)(也)(跳)(不)(过)(。
但)(可)(以)(确)(定)(的)(是)(,随)(着)(火)(山)(小)(视)(频)(率)(先)(出)(击)(,2017年)(注)(定)(成)(为)(UGC小)(视)(频)(不)(平)(静)(的)(一)(年)(。
「精)(彩)(回)(顾)(」
专)(为)(记)(者)(打)(造)(的)(平)(台)(
行)(业)(资)(讯)(|传)(媒)(大)(咖)(|传)(媒)(动)(态)(
微)(信)(勾)(搭)(小)(助)(理)(:lanjingzhuli
商)(务)(合)(作)(:
上)(海)(:13262550281
北)(京)(:18515503093返)(回)(搜)(狐)(,查)(看)(更)(多)(责)(任)(编)(辑)(:
声)(明)(:该)(文)(观)(点)(仅)(代)(表)(作)(者)(本)(人)(,搜)(狐)(号)(系)(信)(息)(发)(布)(平)(台)(,搜)(狐)(仅)(提)(供)(信)(息)(存)(储)(空)(间)(服)(务)(。
阅)(读)(()
)


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