Three major video platform comparison! This 198 yuan annual fee to whom the most value

In the early days of the internet, before the copyright era fully took shape, the domestic online video industry was already booming and fiercely competing for dominance. For users, almost any video content they could imagine was freely available to watch. However, with the influx of capital and growing awareness of copyright issues in recent years, only a few "warriors" managed to survive the intense competition. Among them, the three major video platforms—iQiyi, Tencent Video, and Youku Tudou—have established a tripartite dominance in the industry. Since the emergence of video platforms, the concept of membership has been around. Initially, the main selling point was simply “no ads for members,” which led to many users complaining. However, as the “content is king” era began, the competition on the content side intensified, and the membership model flourished alongside it. Starting from 2017, the revenue model of video websites began shifting toward paid users, and more people started accepting or even embracing the idea of paying for premium content through memberships. The maturation of the membership system has significantly increased user retention and platform loyalty. Choosing a video site with a rich library of premium content is now a crucial consideration. In 2017, besides the copyright battles, iQiyi, Youku, and Tencent also focused heavily on producing their own original content and building super IPs. For example, Youku’s free-to-watch drama “The White Night Chase” has exceeded 4 billion views, while the self-produced IP series “Ghost Blows” has even surpassed traditional TV show numbers in popularity. At the same time, numerous self-made variety shows have also gained traction. iQiyi’s “China Hip-Hop” has accumulated over 2.7 billion plays, reached more than 700 million social users, and generated over 8 billion short video broadcasts and 7.1 billion social media reads. It became one of the most popular programs this year. In the past, members were mainly offered ad-free browsing. Now, the benefits of video site memberships go beyond that. Members can enjoy exclusive movies, high-definition picture quality, and more. These perks are what mainstream users are currently looking for. From the comparison, the benefits of the three video sites are very similar, with little difference between them. Currently, the prices of the memberships of the three leading video sites are not significantly different. They are almost the same. Compared to the fierce price wars last year, this year's pricing seems more stable. The monthly fees for all three platforms are 15 yuan, and the annual fee of 198 yuan appears to be more cost-effective. It is worth noting that with the expansion of television and the increasing integration of TV and video content, the three platforms have launched full-terminal membership options. The price is almost double. Tencent's monthly fee is 27 yuan, making it the most cost-effective option. Tencent Video's pricing advantage is the biggest. The core of any video platform is its content library. Despite the focus on original IP this year, the competition for film and TV copyrights remains intense. iQiyi once claimed to invest 100 billion yuan in content, and Tencent’s investment in content this year has increased by eight times. Many videos on these sites are tagged with “Global Premiere” or “Online Broadcast” to attract users to register and purchase memberships. When comparing movie resources, I selected the top 20 domestic box office hits of 2017 for a fair comparison. This year’s investment in these three video platforms seems no less impressive. Last year, the author made a similar comparison, and the table was mostly red. This year, the layout of popular movies has clearly improved. Except for two newly released films, “The Iron Shark of Shame” and “The Rise of the Pompoon 3,” the rest can be watched. Tencent Video is the only one to broadcast some of these, while others require watching outside of Tencent’s platform. Although Tencent didn’t spend less, many sources require additional payments, which is a big pain point for users. iQiyi and Youku allow free viewing through membership vouchers. Overall, all three platforms are strong, but Tencent has the broadest coverage, though its payment structure is harder to accept. Exclusive homemade content In addition to the objective comparison of movie resources, we also noted that the competition for self-produced and exclusive content among video platforms has been fierce this year. Since each platform has different focuses, no direct comparisons were made here. Let’s briefly introduce each: Tencent has the most powerful American drama resources, including popular shows like “Game of Thrones,” “X-Men,” and “West World.” It also holds major sports IPs such as NBA and CBA. Youku has a wide range of self-produced content, including individual network dramas and Guo Degang’s comic dialogues. iQiyi offers comprehensive content, including popular homegrown dramas like “River God,” “Ghost Blowing the Light of Makino 2,” and “The Crime of Undocumented,” as well as the hit show “China Has Hip Hop.” It seems that the 10 billion yuan invested this year was not wasted. The 1080P you see isn’t really 1080P Beyond skipping ads and watching content without restrictions, many people buy video site memberships for better video quality. With the rising popularity of high-speed networks, this year we found that the video quality provided by major online video platforms has also improved. The average clarity of all three platforms reaches 1080P or Blu-ray quality, and some iQiyi films claim to support 4K resolution. Is this true? Let’s compare. Film Quality Comparison (iQiyi labeled as 4K, Tencent and Youku as 1080P) From the comparison charts, there is almost no difference in color, sharpness, or brightness. Even the 4K resolution on iQiyi appeared blurrier. I couldn’t help but say that the claims were exaggerated. In reality, the contrast of online video quality has always been limited. Due to the importance of streaming, video platforms must compress bit rates, resulting in lower-than-expected clarity. The 1080P videos we watch online don’t truly represent the definition of 1080P. However, after testing, I found that Tencent Video, iQiyi, and Youku all provide excellent video quality and clarity. They can meet the needs of most users, and adapting to mainstream network environments is already quite challenging. We don’t need to be too demanding. In summary, there are no obvious differences in the quality and definition of the main films across the three platforms. Written at the end: After repeated comparisons, we found that the membership prices of iQiyi, Tencent Video, and Youku are nearly identical this year, meaning the price war won't continue. The main focus of competition remains on content, especially in terms of exclusivity. iQiyi has invested heavily in original content, producing a large volume of high-quality material. Tencent Video has acquired a wealth of high-quality copyrights, including movies and American dramas, giving it a strong overall presence. Although Youku hasn’t emphasized a specific direction, it still caters to the tastes of the mainstream audience. Who will take the 198 yuan? I believe many of my friends have already formed their own opinions based on this article. Feel free to leave a comment below with your suggestions or corrections. See you again next year.

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