2020年,中视频领域成为互联网平台新赛道。在产业格局上表现为以西瓜视频、B站为主导,视频平台、社交平台和主流媒体共同参与下的两超多强竞争格局;在用户方面,中视频行业的潜在用户分散在各个平台中,呈现年轻化趋势;在内容生产方面,中视频行业表现为内容领域纵深发展下的创作者层次化生产;在盈利模式方面,内容付费和电商导流成为其盈利增长点。然而,中视频发展过程中的难题聚焦在视频生产的创意性和随机性与规范化、标准化生产流程之间的矛盾、版权问题之困和社会责任之坎。未来,中视频行业应建立协同监管机制强化视频平台的社会责任建设,以优质内容和优质IP实现差异化发展规避版权之争,在分发模式中引入用户社会关系,辅助算法实现优质内容的广泛传播。
<<In 2020,the mid-video field in China has become a new track for Internet platforms. In terms of the industry structure,it is represented as a two strong competitive landscape dominated by Xigua video and Bilibili,with the joint participation of video platforms,social platforms and mainstream media. In terms of users,potential users of the China mid-video industry are currently scattered on various platforms,and becomes younger. In terms of content production,the video industry has developed in-depth in subdivisions under the hierarchical production chain. In terms of profit model,content payment and e-commerce diversion have become its profit growth points. However,the difficulties in the development of China mid-video are focused on the contradictions between the creativity and randomness of video production and standardization and standardized production processes,the difficulties of copyright issues,and the lack of social responsibility. In the future,China video industry should establish a collaborative supervision mechanism to strengthen the social responsibility construction of the video platforms,achieve differentiated development with high-quality content and high-quality IP,introduce user social relationships in the distribution model,and assist algorithms to achieve the widespread dissemination of high-quality content.
<<Keywords: | Content ProductionBilibiliPUGCMid-Video |