2010年中国网络视频市场收入为22.75亿元,比2009年增长170.2%。中国视频行业收入来源仍主要来自广告,网络视频用户数量的增加和浏览时长的增长将使网络视频的广告价值不断上升。随着版权保护环境的日益改善,付费收入也将逐步提高。未来五年,网络视频行业的市场规模增速将保持在30%以上。
中国网络视频厂商酷6、乐视网、优酷、土豆,以及涉足网络视频的凤凰新媒体、迅雷等厂商分别上市。 CNTV、搜狐视频、百度奇艺等厂商凭借其控股公司强大的内容资源、用户资源或资金资源在2010年迅速崛起。2011年,中国网络视频行业竞争更加激烈,网络视频厂商的经营模式差异化更加明显。
图:2011年Q1中国网络视频厂商市场份额 整理:水清木华研究中心
从营收规模、用户数、内容资源等综合指标评比,视频分享厂商优酷和土豆仍然处于中国网络视频厂商的第一梯队。视频分享厂商酷6网由于亏损严重,将转变以往巨额版权购买及投入过高带宽建设的业务策略,计划发展视频资讯业务。其他视频分享厂商,如我乐网、六间房、爆米花等,业务以短片资讯和社区视频为主,其收入需要和用户及广告商分成,内容成本和带宽成均较低。
在视频点播/直播领域,乐视网因为版权分销收入的暴涨,2011 Q1营业收入为10475.20万元,比去年同期增长131.99%;净利润为2906.42万元,比去年同期增长83.75%。搜狐视频采取热门影视剧独播策略,2010年税前收入为3300万美元,约为2009年的3倍。奇艺网主打正版长视频业务,带宽和内容成本支出高,处于亏损状态。激动网2010年收入2亿元,会员付费收入约为1.6亿元。
在P2P流媒体领域,迅雷旗下的视频广告收入超过下载业务,2009年已实现盈利。2011 Q1带宽成本为1493万元,同比增长104.0%;内容成本为914.4万元,同比增长142.9%。PPTV、PPStream和UUSee是P2P流媒体领域三大厂商,2010年收入接近亿元,内容购买成本为几千万至1亿元以上,但带宽成本只有视频分享网站的5%左右。
传统媒体网络视频厂商包括CNTV、东方宽频、凤凰新媒体等,依靠电视台丰富的内容资源以及品牌优势,发展迅速,主要盈利来源包括广告、版权分销以及与电信运营商的合作。
China online video market revenue in 2010 reached RMB 2.275 billion, up
170.2% over 2009. The main revenue source is still advertising, whose
value is promoted steadily by the increasing online video users and
browsing time. With the improving environment for copyright protection,
the pay revenue will also gradually increase. In the next five years,
the market size of online video industry will maintain a growth rate of
over 30%.
China online video companies Ku6, Letv, Youku, Tudou
and other companies involved in online video industry like Phoenix New
Media and Xunlei went public successively. By virtue of powerful
content, user and capital resources from their holding companies, CNTV,
Sohu Video and Baidu Qiyi rose rapidly in 2010. In 2011, the competition
in China’s online video industry is more intense and the
differentiation among business models of online video companies becomes
more pronounced.
China Online Video Market Share, 2011Q1 Source: ResearchInChina
In
terms of comprehensive index, such as revenue, number of users and
content resources, video sharing companies Youku and Tudou are still in
the first echelon of China online video companies. Due to heavy losses,
video sharing company Ku6 will change its business strategy from huge
copyright investment and high bandwidth construction to the development
of video information business. As for other video sharing companies like
56.com, 6.cn and Baomihua.com, whose business is dominated by video
information and community video, they need to share revenue with users
and advertisers, and their content and bandwidth costs are relatively
lower.
In the field of video on demand / live video, by virtue of
the soaring revenue from copyright distribution, Letv achieved
operating income of RMB 104.752 million in 2011Q1, up 131.99% YoY; and
the net income reached RMB 29.0642 million, up 83.75% YoY. Sohu Video
adopted the strategy of broadcasting popular movies or TV dramas
exclusively resulting in pre-tax income of US$ 33 million in 2010, about
three times as much as in 2009. Mainly engaged in genuine long video
business with high bandwidth and content costs, Qiyi was at a loss. In
2010, Joy.cn obtained revenue of RMB 200 million, including membership
fee income of about RMB 160 million.
In the field of P2P
streaming media, Xunlei’s video advertising business exceeded download
business in revenue and realized profit in 2009. In 2011Q1, the
bandwidth costs were RMB 14.93 million, up 104.0% YoY; the content costs
were RMB 9.144 million, up 142.9% YoY. PPTV, PPStream and UUSee are
three big companies in this field, and achieved annual revenue of nearly
RMB 100 million in 2010, the content purchasing costs were RMB tens of
millions or even more than RMB 100 million while the bandwidth costs
were only about 5% of those of the video sharing websites.
Traditional
media online video companies, including CNTV, SMGBB and Phoenix New
Media, develop quickly relying on television stations’ abundant content
resources as well as brand advantages, and their main source of profit
involves advertising, copyright distribution and the cooperation with
telecom operators.