YouTube模式兵败中国

      视频网站自从成立之初,就开始烧钱,一直烧到了现在,烧了几年之后,终于发现,以前的流量都是废水,一文不值。

 

      YouTube模式,用户粘性低,转移成本低


      优酷网成立之初,就是模仿YouTube模式,基于P2S模式,而这种模式最大的弊端就是及其占用带宽,成本是P2P的20倍左右,而且这种模式没有客户端,用户转移的成本非常低,套用土豆CEO的话就是“你今天倒闭了,用户不会流一滴泪,明天就去其它网站”。优酷烧了2年了,烧了快8000万美元,烧出来的就是一个垃圾流量的盗版电影站。


      视频分享网站集体转型


      废水的流量拿不到广告费,只好被迫转型,走美国的“HULU”模式,美国的HULU网站只有8800万段视频,其网站上的大部分视频都能盈利。相比之下,YouTube网站有42亿段视频,而能盈利的只有3%。所以HULU网站已经能盈利,而YouTube依旧在亏损。随着互联网的普及,以及带宽的完善,高清已经是大势所趋,优酷和土豆不推出高清版就是等死,而贸然上线高清,那就等于找死。而即使推出了高清的频道,国内还有已经很有已经占据正版市场优势的九州梦网,和网乐这样的公司,而后者又拥有得天独厚的网吧资源的优势,优酷和土豆只能眼睁睁的等死。


      分享视频失利,高清视频崛起


      今年以来,绝大多数分享网站从定位上集体转型,或转向高清(黑豆、琥珀),或转向视频门户(酷六),或转向视频新媒体(优酷),或转向SNS(56),表明分享模式以失败告终。例如优酷以视频中的门户自居,侧重资讯,与门户网站如新浪搜狐腾讯相比,不具有任何优势。而基于P2P模式的风行网络电影却异军突起,牢牢占据了高清的市场。本来向风行,迅雷看看等这样的客户端对用户的粘性就高,而风行又推出了SNS系统,进一步增加用户的粘性,使900万注册用户对风行的忠诚度进一步加强。网站高清相对客户端高清的劣势非常明显,首先,网站高清成本高,因为是优酷土豆等采用的是P2S模式的。而客户端高清是P2P模式的,后者的成本要比前者节省20倍。其次,网站高清缓冲极慢,而向风行这样的高清只需缓冲十几秒就可以流畅的播放了。

      古永锵这个巨亏的寡头何以面对蒸蒸日上的P2P,也许,3个月后优酷宣布倒闭,也许3各月后P2S新秀们宣布收购优酷。究其本质,中国不适合YouTube模式,而优酷一味的模仿YouTube,必然不能成功。

作者:鲨鱼  原文链接:http://column.iresearch.cn/u/yuming/archives/2008/38840.shtml

 

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求异标志着视频网站的视频分享阶段结束

1.视频分享模式没有失败之说,只是视频网站的第一阶段而已,就好比一个计划,第一步刚走完,尚未分胜负。

2.视频分享的任务是完成流量聚合及品牌认知,占到前几位。

3.“转型”是视频网站的第二步,其实我不称这步为转型,而是求异,即:去同存异。

4.求异标志着视频网站的视频分享阶段结束,但分享长尾仍存在,目的在等中国的大环境成熟。

5.卖个关子,感兴趣的联系我。

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