Chapter 1102： tuyere

The streaming media industry in 2011 is also like many emerging industries. It is called a hundred flowers blooming.

No, thinking about it carefully, it seems inappropriate to put a hundred flowers in bloom here. It should be summed up as "a small temple is a big demon, and a shallow water has many kings."

At that time, there were 271.1 million netizens in the United States, and users who watched online video just accounted for half of the netizen population. The increasing audience in the United States watched more video content on more devices, but only 28% of them were willing to pay for it. The content is paid (37.94 million), and the rest are all user groups who swipe short videos such as prostitution, magnet links, YouTube, Facebook, vevo (hulu in the music mv industry, a joint venture between Google, Sony Music and Universal Music).

According to an article by MSN, only 30% of the long-term video users are willing to pay, and only 70% of the 30% of them are willing to pay. People have a sense of dependence, and the monthly renewal fee is more than 6 months.

In other words, Netflix's more than 20 million members may only renew about 15 million frequently. This is also the main reason why Netflix has the largest user base and market share. The main reason is that the payment concept is not "subtle". ".

Of course, even if the market is not mature enough, Sony, Disney, Google, and Amazon will soon end the competition, and there must be a bright future.

This is indeed the case. From Netflix's huge investment in 2009 to lead the charge, to 2011, the growth of video website users has been rapid at all ages in these two years, and with the further application of smart phones and 4G base station equipment. Popularity, the distribution of all ages is generally rising.

Among them, eMarketer pointed out that among online video users, watching premium content is becoming more and more popular.

Adult online video users in the United States watched long-form episodes online in the past month, an increase of 43.8% compared to the same period in 2009. Feature-length movies have also become quite popular. In 2011, 37.1% of online video users maintained a monthly The habit of downloading or watching feature-length movies online.

In other words, the penetration rate of this industry is growing rapidly, and even benefiting from the expansion of the smartphone market, the benign communication foundation, and the provision of cross-screen content, the mobile long video terminal will maintain a high growth rate in the next 10 years. Until the ceiling of the industry is touched.

......

"..."Thor 2: The Dark World" got the opening amount of 4,020 theaters, and there are 63 regions in the first batch of release, including Asian markets such as China, Japan, Hong Kong Island, etc., but the film's pre-sale results are not outstanding, The major ticketing sites combined sold 18.5 million."

In the office, Liam made a summary report.

"In terms of the whole weekend schedule (22nd to 24th), there are not many new films released during the same period, most of which are documentaries and films imported from overseas, such as "Fighting Swordsman: Chen Zhen" and "Warring States" (played by Sun Honglei, Bad movie), there are only two competitive films: Lionsgate's comedy "Taylor Perry's Mada Happy Family" and Searchlight's romantic movie "Elephant Playing in Water" starring Robert Pattinson ."

"The "Reunion" trend can't always be there. The first gathering of the MCU, the audience is easy to be fresh, but I think such pre-sale results are already very good, especially compared to the first Thor's screening in North America. Say." Lehmann turned over the schedule of the theater alliance, and analyzed it calmly.

"Well, the schedule is beneficial to us. If the results in the first week can be improved, the subsequent operations will be stable."

On the side, on the open TV, a replay of "The Tonight Show" was playing. Chris Hemsworth's humorous and funny words won him more than 5 million real-time viewers the night before.

"Fox's media promotion ability is very good. Globally, the public opinion index of the main actors is not low. Perhaps our movie is relatively high in the summer season, and the audience's enthusiasm for watching the movie has not died."

"The times are different, and remember to pay more attention to the exposure guidance on the mobile terminal." Lehmann reminded.

"Don't worry, we have a dedicated team responsible for this aspect of advertising push."

"That's fine, you can go get busy."

After speaking, Liam went out.

By the time he chatted with Perlman about the distribution of derivatives and the authorized operation of the market, it was too late.

He is really very busy. He has several projects underway, and understands the marketing of "Thor 2". Then, there are many character plans to be developed in Marvel Entertainment. Despicable Me 2 is also being developed under the auspices of McRedandry. Every day, there is a lot of information that needs to be sorted out.

Even when I got home, I would sometimes check all kinds of work emails under Eva's strange gaze when I was lying in bed.

Hmm, is Johnson moving quickly with his back on a platform like CAA?

I saw that in the several documents he passed over, one acquisition target was clearly outlined one after another.

......

The market share of online video sites is about 5%, and they are not controlled by major media companies. Some of them were built by someone recently, and most of them are in the hands of some pioneers in the Internet industry, purely to supplement the video business (for example, domestic Xunlei has to insert a foot in the video content);

The second category is the opposite. They are all very aggressive companies targeting the long video market, but they have suffered losses year after year due to various reasons, resulting in a heavy burden. Johnson is looking at the second category.

After several rounds of inquiry and evaluation, FOtv, a website platform less than 2 years old, entered his field of vision.

It's very simple, there is a foundation, a team, and investors have the idea of ​​​​exiting, so it will not be troublesome to get in touch.

The next morning, Johnson came to Firefly.

"FOtv's copyright library is mainly composed of source authorizations and old films of some second- and third-tier film companies, and the number is not large. There are less than 1,600 various film and television dramas combined, and some of the content is extremely cool, that is, online supervision is not enough. Strictly, there is no restriction on adult channels, which gives them a loophole, otherwise how can they be so open and open to business and gain traffic." Johnson pointed directly to the core of their user base, "Some dramas that are more pornographic and explicit than HBO, I even think It was brought in directly from San Fernando."

Well, in the early online video industry, things like this were common, driven by benefits and cost-effectiveness. When Netflix was renting DVDs, it still sold color films, but it grew bigger. Washed the basin.

"How about FOtv's market share and user base?" Lehmann asked indifferently. Anyway, after the acquisition, the removal of illegal content will definitely be done.

"It's okay in this regard, the average monthly viewership is more than 2 million, but the proportion of paying groups is not high, there are only about 100,000 steadfast users, and a large part of them may be members for the convenience of watching cool movies. Oh, and also, FOtv has 8 technicians, but none of the professionals in charge of marketing, maybe they were laid off or something, because my investigation shows that because of the increasing competition in the online video industry, they It has been losing money again, and can't find a reasonable model to realize the cost. The investors behind it already have the idea of ​​selling. Under all kinds of pressure, if no one takes over, it is very likely to be split and sold to other homogeneous companies. Big."

Johnson made a special trip to Silicon Valley and collected comprehensive information. "Of course, although FOtv does not have healthy finances, their assets are not low in value. I won't talk about the film library, except for those authorized, there are also 8, They bought 900 units, and the value is about 3 million. In addition to the construction of the entire platform and the results of the algorithm, it can also be estimated at 4 million to 5 million and then count the staff salary. And the cost of bandwidth, etc., a FOtv that has been developed for two years should not be less than 12 million."

"12 million? A very good business." Lehmann nodded, "I also want the technical team, but the contract will not be renewed after the authorized content is obtained. We will build our own content library and do a content screening."

"It's not that easy."

Johnson smiled, "Those investors are not fools. Maybe they don't invest so much money, but the corresponding value of these market shares and the cultivation of users will not be sold at a low price."

"As long as it is suitable, the appropriate premium is not a problem." Lehmann said with certainty.

"Well, then I'll wait two days to discuss the price."

"As long as we can handle this smoothly."

The emphasis on film and television content is what Lehmann has the most.

He thought about it and said, "Well, the bottom line I'm willing to accept is 2 times the premium. If it doesn't work, I can consider digging the backbone of their technical team to build it again."

"Anyway, from a financial management point of view, I hope this investment can be invested before the tax season at the end of April, so that I can get some tax refund terms." Lehmann left the information on the boss's table, reminding Johnson.

"I see."

​​

Please remember this book's first domain name: . Mobile version reading website: