Which platform started advance on-demand broadcasting first?

Advance on-demand was first started by the "Tencent" platform. The advanced on-demand mode is a value-added service launched by video websites. After paying on the basis of membership, you can unlock the content of the series in advance; in 2019, Tencent's self-made "Chen Qing Ling" was launched. Due to the original work, subject matter, actors and other reasons, It is completely popular, and Tencent has also pioneered advanced on-demand viewing. If users want to watch the finale in advance, they still need to pay separately on the basis of VIP, and they must unlock each episode.

The operating environment of this tutorial: Windows 7 system, Dell G3 computer.

The advanced on-demand mode is a value-added service launched by the video website. If you pay on the basis of membership, you can unlock the episode content in advance. I don’t know if you have used it when watching videos. So which platform and which drama did advance on-demand start from?

Advanced on-demand broadcasting first appeared in Tencent's popular drama "Chen Qing Ling". Since this drama was mainly for fans, it did not trigger widespread attention. Social concerns.

The birth of advance on-demand

Ten years ago, people’s copyright awareness was weak, and viewers were accustomed to watching video advertisements or piracy, but later with the changes in copyright regulations After improvement, the video industry began to change, and genuine copyrights became a powerful tool for various platforms to attract users.

As we all know, iQiyi, Tencent, and Youku have been seizing market resources before. In order to obtain the copyrights of various film and television dramas, each platform invests a large amount of money every year. However, the advertising revenue of their own platforms is far from the Not as good as the expenditure. Several video platforms have been losing money.

Under such circumstances, iQiyi became the first to try something new and began to combine self-made content with membership payments.

In 2015, iQiyi launched its own drama "Tomb Raiders". The drama received great attention due to the huge fan base of the original work and the appeal of popular male stars such as Li Yifeng and Yang Yang. .

iQiyi took the opportunity to announce that you can watch the full content of the first season by opening a membership. This time to test the waters, the number of iQiyi members has increased rapidly in a short period of time. After growing, platforms such as Tencent and Youku also joined in and began to increase investment in self-produced dramas and self-produced variety shows. Domestic video platforms have officially entered the paid era.

In 2019, Tencent’s self-produced "Chen Qing Ling" was launched. Due to the original work, subject matter, actors and other reasons, this drama completely became popular and became a phenomenon-level hit drama that summer, and Tencent It also pioneered advanced on-demand viewing - unlocking the final five episodes for 30 yuan.

If users want to watch the finale in advance, they still need to pay separately on top of VIP, and they must unlock each episode. Judging from the public data, the platform collected 75 million yuan overnight High profits. According to the summary of some fans, the revenue of the last six levels of "Chen Qing Ling" advanced on demand exceeded 156 million, making a lot of money.

Due to the extremely high popularity of "Chen Qing Ling", this advance on-demand model has been greatly welcomed by viewers who follow the drama, and Tencent has also tasted the advance on-demand model. Sweetness.

In the same year, Tencent and iQiyi simultaneously launched "Celebrating More Than Years". Also because of the popularity of the series, the two platforms coincidentally launched advance on-demand again, but with a different name - VVIP, in In addition to spending money to buy VIP, you can unlock 6 more episodes than ordinary members by paying another 50 yuan.

This method caused dissatisfaction among some viewers. They thought that they had already paid to buy a membership, but they still had to spend more to see the latest plot, so the Internet started There have been voices boycotting VVIP, and some netizens have even attacked actors. Regarding this, the leading actor Zhang Ruoyun has also stood up and said that their actors have not made any profits from VVIP.

A lawyer filed a lawsuit against iQiyi’s consumption model and received compensation. After that, in order to avoid risks, the platform changed VVIP to advance on-demand, but iQiyi still launched Star Diamond in 2020 Members, the membership model is graded. After paying more money to upgrade to a Star Diamond member, you can see more content.

Since then, advance on-demand has become the norm, and basically self-produced dramas on the platform will have advanced on-demand.

In 2021, Youku launched "Shanhe Order", pioneering the use of paid easter eggs and extras on the basis of advance on-demand. The real ending of the show is in the easter egg. You need to pay an extra 3 yuan to watch the 3-minute finale. After the TV series ends, 6-7 minutes of extras will be released for 1 yuan per episode.

From the initial membership purchase, to VVIP, to advance on-demand, to paid extras, consumption on video platforms is getting higher and higher, and now movie tickets are getting cheaper. TV to watch at home is getting more and more expensive.

End of advance on-demand broadcast

On August 26, 2021, the Shanghai Consumer Protection Commission officially issued a statement stating that Tencent Video’s advance on-demand broadcast of the TV series “Sweeping Crime Storm” , stipulates that episodes must be unlocked in order. The Shanghai Consumer Protection Commission believes that this is suspected of bundled sales and shows a disregard for consumers' right to choose.

On September 1, 2021, Tencent Video released a statement on optimizing advance on-demand services. Recently, Tencent Video’s “episode-by-episode unlocking” rules for advanced on-demand viewing have attracted widespread attention from society. The Shanghai Consumer Protection Commission has also put forward relevant opinions, and Tencent Video attaches great importance to this. After listening to the opinions of consumers and the Shanghai Consumer Protection Commission, in order to improve user experience, Tencent Video will adjust the unlocking rules as soon as possible to support user selection unlocking.

On October 4, 2021, iQiyi issued a statement to cancel the advanced on-demand service for drama series, and also canceled the content promotion stickers visible to members.

On October 4, 2021, Tencent Video issued a statement that from now on, Tencent Video will cancel the advance on-demand service for drama series and stop updating advance on-demand content.

On October 4, 2021, Youku issued a member statement: Dear Youku members, Youku will cancel the advanced on-demand service for drama series from now on, and stop updating advanced on-demand content.

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