Why does Tencent membership cost 25? Revealing recent hot topics and pricing strategies
Recently, the topic of "Tencent membership price increased to 25 yuan" has triggered heated discussions across the Internet and has become a hot topic of discussion on social media and news platforms in the past 10 days. This article will combine hotspot data from the entire network to analyze the reasons behind Tencent’s membership price adjustment and sort out related disputes.
1. Statistics of hot topics on the entire network in the past 10 days
| Ranking | topic | Number of discussions (10,000) | Main platform |
|---|---|---|---|
| 1 | Tencent membership price increases to 25 yuan | 125.6 | Weibo/Zhihu |
| 2 | Video platform membership price comparison | 87.3 | Douyin/Bilibili |
| 3 | The profitability dilemma of long video platforms | 65.2 | financial media |
| 4 | Survey on user subscription habits | 42.8 | WeChat public account |
| 5 | Overseas streaming media price comparison | 38.5 | little red book |
2. Three major reasons why Tencent membership is priced at 25 yuan
1.Content costs climb:According to public financial report data, Tencent Video's content procurement costs will increase by 23% year-on-year in 2023, and the cost of a single episode of top dramas will exceed 10 million.
| Project | 2021 | 2022 | 2023 |
|---|---|---|---|
| Content cost (100 million) | 583 | 672 | 827 |
| Membership income (billion) | 305 | 338 | 401 |
| Amount of loss (billion) | -78 | -56 | -32 |
2.Industry price linkage:Mainstream video platforms have formed a tacit understanding on prices. iQiyi, Youku, etc. have successively adjusted their prices, and Tencent has adjusted their prices to the industry average this time.
| Platform | Continuous monthly subscription price | Single monthly price |
|---|---|---|
| Tencent Video | 25 yuan | 30 yuan |
| iQiyi | 25 yuan | 30 yuan |
| Youku | 22 yuan | 28 yuan |
| Mango TV | 20 yuan | 25 yuan |
3.Profit pressure is pressing:The long video industry continues to suffer losses. Tencent Video needs to achieve breakeven as soon as possible. Price increase is the most direct way to make profit.
3. User reactions are polarized
According to Weibo hot search word cloud analysis, users’ attitudes towards price increases are clearly divided:
| support point of view | Proportion | Opposing views | Proportion |
|---|---|---|---|
| Understand platform difficulties | 32% | Price sensitive refusal to buy orders | 41% |
| Recognize content quality | 25% | Too many ads and poor experience | 36% |
| Little impact on users who are just in need | 18% | Consider turning to pirated resources | 15% |
4. Analytical views of industry experts
1.Professor Zhang from the Chinese Academy of Social Sciences:"The price increase of video platforms is a natural adjustment of the market, but it needs to simultaneously improve service value and user experience."
2.Internet analyst Li Feng:"The price of 25 yuan has been carefully calculated and is at the critical point of users' psychological tolerance. It is expected to bring about 15-20% revenue growth."
3.Consumer rights expert Ms. Wang:"Platforms should establish a more transparent pricing mechanism to avoid 'boiling a frog in warm water' style of gradual price increases."
5. Forecast of future trends
1. The membership grading system will be more detailed, and there may be a high-end membership level of 30-50 yuan.
2. Joint membership (video + music + network disk) will become the main product
3. Secondary charging models such as advance on-demand may be restarted
4. The platform will increase investment in self-made content to reduce dependence on copyright
To sum up, Tencent’s membership price of 25 yuan is the result of multiple factors such as market environment, industry development and corporate demands. This price increase crisis also reflects the deep-seated contradictions in the development of China's long video industry. How to find a balance between business logic and user satisfaction will become a topic that the industry continues to explore.
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