视频网站在2008年将焕发青春

视频网站在2008年将焕发青春

文/王易见
 

   
昨天刚刚写了一篇《门户进军威客，Web2.0真是香饽饽吗？》，今天就看到了另外一则消息------《悠视网贴近民意，全程直播两会最新动态》，看来Web2.0的同宗兄弟还真是没有相同的归宿。前不久出台的互联网视听管理引起了业内的一阵恐慌，不少视频网站惊呼这样子还让不让人活了，结果现在就有悠视网全程直播两会，这说明什么呢？视频网站的发展壮大是大势所趋的，同时政策倾向的转变也证明这个行业应该是朝良性化方向发展的，虽然还存在各种各样的问题。

   
首先来看看有关的市场分析，根据艾瑞市场咨询调查，2006年是当之无愧的视频元年，由于受到Google收购Youtube的影响，互联网里几乎一夜之间诞生了几百个视频网站。2007年是视频的发展年，当然会有很多网站缺乏资金的注入而死掉，但少数依靠风险投资支撑的领先者还是可以安度寒冬。而2008年视频行业将产生巨大的商业价值，尤其是奥运会的驱动。另外，艾瑞预测，2010年视频广告市场规模有望达到34亿元，未来几年的复合增长率约为60%。

   
在《赢在中国》中，IDG投资合伙人、评委熊晓鸽列出了平面媒体广告、电视媒体广告、互联网广告三类广告的市场增长率，平面媒体广告不到10%，电视媒体广告约为20%，互联网广告达到50%。在互联网广告中，又逐渐分化为三类，第一类是以新浪搜狐为代表的品牌广告；第二类是以百度为代表的搜索广告；第三类将是以悠视网和优酷网为代表的视频广告。视频广告虽然是新兴市场，但发展速度可观，不久将和品牌广告搜索广告并驾齐驱，形成三分天下的局面。

   
那么视频广告又分视频播放和视频分享，优酷网几乎成了视频分享的领头羊，而视频播放则以悠视网马首是瞻。根据Chinalabs排行，目前悠视网在视频点播类网站中已经位列第一。

   
为什么会出现这样的增长规模？显然，是用户习惯的改变为视频网站的发展推波助澜，拿本人来说，以前习惯看电视，现在电视基本闲置，只要有互联网，看视频看电影都在网上，非常方便。网络视频最大的优势就是突破了传统电视的时间束缚，不必拘泥于在特定时间看特定的内容。所以，借助于长尾的力量，网络视频最有可能在下一个互联网发展高潮时打下一片天。
 
   
当然，悠视网这类网站和优酷网也是有本质区别的，相比优酷网，我觉得悠视网这类更适合习惯于看电视的用户，互动性是一个需要解决的问题。优酷网这类视频分享网站可以很好的利用网站的互动性黏住用户，而客户端的视频网站又应该如何打造出互动性呢。其实基于客户端也可以有多种方法，比如悠视网客户端有通过制作表单的形式让用户完成填写资料上传和投票的功能，甚至通过画中画完成抽奖的活动。从这个例子中，我们可看出其实基于客户端的视频网站也可以发挥出互动效应，不会像看电视那么死板，这有利于他们与视频分享网站一较高下。

   
2008年有奥运会，奥运会是个看点，视频网站也可以乘机好好的发挥一下。同艾瑞总裁杨伟庆的观点几乎相同，其实在Web2.0中，视频最有前途，博客虽然用户量大但盈利模式拘泥，而且限制特别大，无法达到应有的品牌传播效果；威客盈利模式清楚，但因其容易产生消费，从而致使大量的用户望而却步，而且市场也不规范；视频网站则是兼有二者的特点，所以最容易发展起来。现在悠视网都参与两会直播了，你还能否定视频网站么？所以，我估计2008年视频网站将焕发出别样青春。

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The video websites will boom in 2008

 

Yesterday I wrote one article titled as “the portals set foot
in Wiki, is Web2.0 still hot food”, today I read information named
“UUSee is close to public will, it broadcasts the latest news of
NPC in entire journey”. The brothers of Web2.0 have different
destiny. Not long before, one regulation on video management was
published, which caused a lot of panic. Many video websites are
afraid of the new regulation because it maybe affects its destiny.
But now the whole situation changes, UUSee broadcasts the latest
news of NPC. So we can see, the development of video websites is
trend. The transform of the policy proves that the industry should
be prosperous although there are still some kinds of problems.

 

Let’s see the analysis of market. According the investigation
of Iresearch, year 2006 is the first year for video websites.
Because of the acquisition of Google, several hundreds of video
websites are born. Year 2007 is developing year for video websites.
Some died because of fund shortage; some can also live through the
winter because of the support of VC. In 2008, the video websites
will produce huge business value, especially the drive of Olympic
Games. Then Iresearch predicted in 2010, the market can reach 2.4
billion, the growth rate will be 60 percent more or less.

 

In “Win in China”, the partner of IDG Xiaoge Xiong listed the
growth rate of the plane media and TV media, Internet media are
10%, 20% and 50%. There are three kinds of advertisement in
Internet media. First is brand advertisement, Sina and Sohu are the
represents, second is search advertisement, baidu is the represent,
third is video advertisement, UUSee and Youku is the
represents.

 

But then the video advertisement can be divided into two parts:
video play and video share. Youku is the bellwether of video share
and in the field of video play, UUSee is the most powerful
competitor. According to the list of Chinalabs, UUSee ranks number
one.

 

Why does it achieve the success? Generally speaking, the change of
the habit of users is the most significant factor. For me, I am
accustomed with watching TV but now I just cast it away. It is so
convenient to watch film and video on line. The most important
advantage of video is it breaks though the limit of time. Because
of the long tail, Internet video can open up a new time in next
period.

 

Of course, there is huge difference between UUSee and Youku. I
think UUSee is more suitable for the users who prefer to watch TV
comparing with Youku. The interactive platform is primary problem
to solve. Youku has solution to solve because of the website. How
about the terminal video websites? I think it can supply some
methods for example voting and updating materials to attract
users.

 

In 2008, Olympic Game is an important opportunity for the video
websites to take use of. Just the same as QingWei Yang expressed,
video is most prosperous in all the products of Web2.0. Although
that so many users are using Blog, but the profitable mode is
constrained so the effect is not so convulsion. The business mode
of Witkey is easy but the market is limited. Video websites have
both strong points. We should think high of them and they will have
prospects.

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