More on the short-video front this week: Hulu-esque video streaming platform iQiYi 爱奇艺 announced a profit-sharing program for plot-based short video creators, potentially paving a way to monetize a new style of video format.
The videos that the company envisions will be 4-10 minutes long, shot in portrait mode (like videos on Douyin) probably for seamless vertical mobile browsing, and will specifically focus on scripted storytelling. Unlike Douyin, though, these vids will be episodic, with no less than 30 episodes per season, and it’s more likely that pro studios, rather than individual users, will be creating the bulk of the content. Dare we call this “micro-TV”?
Why it matters
- Marketers are on the hunt for video trends that will eventually replace the live-streaming juggernaut. In late 2018, Cheetah Mobile predicted that long-form vlogging – i.e. user-generated videos of 5-10 minutes – was China’s next content trend. While iQiyi isn’t pushing vlogs, they are clearly placing bets on medium-length video, which seems to at least partially bear out Cheetah’s forecast. Marketing teams and content creators should keep an eye on this space.
- Huanqiu Tech: 爱奇艺：实施短视频付费分账 为剧情化作品铺路