Can Tiktok and iqiyi open another new space?

「 Today's major events in the industry , It's the cooperation between iqiyi and Tiktok .」

Tell the truth , This cooperation is quite exciting , The two sides have just joined hands from the front , Platform side 、 Content creators 、IP Copyright owner 、 Users will be the winners of this cooperation .

2016 Short videos began to rise ,2018 The big bang of the year , Users spend more and more time on short videos , This also makes iqiyi such a long video platform affected to a certain extent .

Of course , The direct conflict between long video and short video , Or is it caused by copyright . On the short video platform , More and more short videos of film and television are emerging , Attracted a large number of users , Erchuang content has become an important category of short video platforms . But yes UP For the Lord , Second innovation in film and television “ The rational use of ” It is difficult to grasp the standard of , Many people have been accused by copyright owners “ Beyond the reasonable range 、 Infringement ”. therefore , Long video platform with a large number of copyrights , and UP Short videos of active Masters , There will be contradictions and quarrels .

From the perspective of intellectual property , Copyright must be protected . From the perspective of user needs , Er Chuang content also does have great market space . The ancients knew a truth about water control ： Blocking is not as good as sparse. .

Long video platforms with copyright and short video platforms with creative ability and traffic advantages , Cooperation is better than positive . This is a bit like early music digitization , The monopoly of copyright by traditional record companies cannot stop the trend of digitalization , Finally, it will open up 、 cooperation 、 win-win . before , It's very difficult for singers to release millions of albums , Today, singers can easily post new songs online for millions 、 Ten million .

that , How to build a new type of cooperative relationship 、 Innovative business model 、 Establish a reasonable distribution mechanism , From grabbing the cake to making a big cake together , Turn competition into win-win , This is a new topic of the times for industrial development .

This year, 3 month , Tiktok and Sohu Video took the lead , Tiktok has obtained the second innovation authorization of all self-made film and television works and variety shows of Sohu , The two sides will also promote the new drama , Carry out cooperation in creative marketing or video collection . After reaching the authorization cooperation , Content producers of the Tiktok platform can respond to 《 Forensic Qin Ming 》《 Fleet of Time 》 And so on Sohu massive copyright works , Conduct 5 Clips in minutes 、 Arrange or adapt . obviously , This kind of batch authorization , Count as a “ Second creation ” Beneficial attempt of copyright cooperation .

Tiktok strives to cooperate with more copyright owners , Form a new ecosystem . According to people familiar with the matter , Before iqiyi , Tiktok chose Youku as the partner , Fan Luyuan, a senior member of Youku, once said “ We can talk about ”. But until today, the news of iqiyi's cooperation with Tiktok has landed , There is no new news from Youku .

Iqiyi's leadership in the field of long video is obvious , So this cooperation between iqiyi and Tiktok , It will be an important sign of breaking the ice in the industry , It will be an industrial vane . Both sides will also make intentional exploration for the industry , Precipitate new business models .

Based on cooperation , Iqiyi will authorize Tiktok group to have the information network transmission right and sublicense long video content in its content assets , For short video creation . Both sides explain 、 Mixed shear 、 Specific agreements have been made on the second creation form of short videos such as strip removal , It will jointly promote the standardized use of intellectual property rights of long video content .

In the sense of understanding , Iqiyi and Tiktok have reached a cooperation , It is a great benefit to both sides .

Users have a huge demand for film and television content , Previously, due to copyright restrictions , Some film and Television secondary innovation UP Instead, they began to recommend overseas film and television works , It may not be a good thing for the domestic film and television industry . After Tiktok is authorized , The richness of content and traffic can erupt again .

Look at iqiyi again , As a long video “ The elder brother ”, His creative ability has always been well-known , Have sufficient high-quality original film and television content , For example, Langya list in early years , In recent years “ The fog theater ” wait . What iqiyi lacks ？ Flow and liquidation mode . The cooperation with Tiktok can just help iqiyi make up for its shortcomings .

In terms of flow , It has been proved that , Excellent second creation content also produces marketing for the original work 、 Amplification and other beneficial effects .《2021 Research Report on the development of online audiovisual in China 》 Show , More than 60% of the audience are attracted by the short video before they watch the long video program of the same name . obviously , A wonderful short film from the original film and television series 、 A film and television commentary video with both depth and entertainment , Can become a user to search 、 Watching the original film and television is an important driving force .

It is reported that , This cooperation Tiktok also opened the jump , I believe that as one of the largest traffic platforms in China , Tiktok will bring iqiyi a good traffic bonus .

In terms of commercialization , Iqiyi has always emphasized on the business model “ Eat more fish ”, One IP A variety of liquidation modes . Now there is the synergy of Tiktok ,IP You can have more “ New way to eat ”. well IP Sure “ eat ” Many times 、 For many years , Like Youku 、 LETV has been relying on 《 Zhen Huan preach 》 Making money , It has also changed the working life of many short video creators . Iqiyi also does not lack classics IP,《 List of reed {langya} 》 Its position on the Internet is not inferior to 《 Zhen Huan preach 》, These classic film and television dramas create greater value for iqiyi through second creation .

The first quarter of this year , Iqiyi made a profit , This is the embodiment of its continuous improvement of the efficiency of high-quality content . I believe that after making the cake bigger with Tiktok , It will help iqiyi continue to make profits . New traffic can bring new advertising revenue and more member income , In the future, with the deepening of cooperation , Maybe there will be more new models , For example, the new play method of film and television series , For example, from the platform linkage between short video and long video , Anything is possible .

Tiktok and iqiyi have taken an important step , Or will open up more space for each other .

【 Conclusion 】

Judging from the announcements of both sides today , Did not disclose more details of cooperation . In the sense of understanding , This cooperation is in “ Break the question ”, Both sides will try various modes of cooperation , Gradually unlock the copyright in the second innovation 、 Interest mechanism problems .

The establishment of a new ecological balance will not be achieved overnight , In those days, portals and traditional media 、 Online music and traditional music 、 Between Internet video and traditional film and television , They have experienced a long process from game to cooperation 、 Win win process . today , The leading manufacturers of long and short videos cooperate , Is a new starting point .