On January 20, 2019, China’s Men’s National football Team defeated Thailand 2-1 to secure a place in the last eight of the Asian Cup after losing a goal. After the match, a short video of China’s goal went viral online, thrilling many netizens.
One of the highlights of the match’s goals has been viewed 12 million times on Sina Weibo, with more than 10,000 comments and retweets, causing a huge response. While congratulating the Chinese team for winning the match, we also noticed the charm behind the short sports video.
Sports copyright “dispute” arises again, Toutiao, Migu, Youku have added “sports + short video”
In recent years, with the rise of short video platforms such as Kuaishou and Douyin, the short video industry has become a hot air. For a short time, “short video + e-commerce”, “short video + social” and other modes have emerged, making people see a new “road” for development. Now, short videos are spreading to sports.
On November 27, 2018, Beijing Bytedance Technology Co., Ltd. entered into a partnership with the NBA to acquire the NBA short video rights, which include daily NBA game highlights, behind-the-scenes and game news. In addition, Bytedance’s Toutiao, Tiktok and Watermelon videos all have the rights to nBA-related short video rights.
Shortly after Toutiao acquired the NBA short video rights, Migu and Youku also announced that they had acquired the NBA short video rights. In addition, Youku struck a partnership with the NFL in December to provide youku users with short video content such as the Super Bowl, opener, Thanksgiving Day game and game highlights.
It has to be said that in the current “fragmented” Internet sports market, sports copyright is an important breakthrough for each “player” to seize the heights. After all, only with enough sports copyright can we obtain rich and valuable traffic, which is conducive to the subsequent development of enterprises. For example, Tencent Sports, which relies on THE COPYRIGHT of NBA, has always had a large leading advantage in the field of basketball, while PP Sports has also established a good position in the field of football by virtue of its numerous high-quality copyright of football events. At present, the Internet sports market has the tendency of “whoever gets the copyright gets the world”.
However, the sports copyright we usually see is mostly the right to live sports events, while the copyright of short sports video is seldom heard. In the past, social media such as Sina Weibo were all “in love” with the copyright of short sports videos. Now, from the layout of mainstream video platforms such as Youku and Migu, short sports videos have attracted more and more attention. Some people even predict that in today’s fragmented life scene, short sports videos may become a trend for people to watch sports events. The strategic layout of toutiao, Youku and other platforms is enough to prove that they are optimistic about short sports videos. But do short sports videos really have such appeal?
Why sports Short Video Copyright became the “leading role”
Short video as one of the “discourse”, do have a good development potential, and the sports industry in recent years is also a thriving, the combination of sports and short video both look like “the icing on the cake”, is favored by people is also understandable, and sports a short video do have their own unique advantages.
On the one hand, sports short video rights are cheaper and easier to obtain than live sports rights. As we all know, sports Copyrights, as a rare thing, have been priced sky-high. For example, Tencent paid 500 million dollars for the COPYRIGHT of NBA for five years, while PPTV paid 250 million euros for the copyright of La Liga from 2015 to 2020. These expensive sports event Copyrights make many platforms shy away.
The sports short video rights, which are “split” from the sports event rights, are obviously easier to obtain because the copyright costs are lower and the short video rights are not as rare as the live sports rights. Therefore, sports short video is pursued by many people.
Short sports videos, on the other hand, generate more traffic. Nowadays, with the quickening pace of people’s life, time is becoming increasingly “scarce”. Watching a game lasting dozens of minutes is undoubtedly a very “luxury” thing. However, short sports videos are exactly in line with the lifestyle of people today. Their fragmented and lightweight characteristics enable people to quickly and accurately obtain the relevant information of sports events anytime and anywhere, saving people a lot of time.
In addition, because sports contains a short video highlights, the foresight, the analyse of the event and the players trivia various types, such as its content is short and wonderful, to be able to meet the different needs of all kinds of people, so sports short video is more likely to be reproduced by people, have a lot of transmissibility, the live has incomparable advantage in getting traffic.
According to iResearch data, during the World Cup in Russia, 92.4% of users on the weibo platform will pay attention to the World Cup dynamics, among which the attention of the short video of the match highlights and the match tiesides and other entertainment content is more than 70%, and the users who choose to watch the short video account for the highest proportion, reaching an astonishing 78.5%. In this view, youku, Midu and Toutiao layout of short sports videos is indeed a good choice, especially THE IP of top games like NBA, which not only improves the attention of the platform, but also supplements its shortcomings in the field of basketball.
Perhaps it is the optimistic sports short video, there are many comments on the Internet like “sports live broadcasting is not good”, “Tencent’s monopoly in basketball field will end”, but does sports short video really have so much energy?
Short sports videos are “fake sports”?
On February 22, 2018, China’s Wu Dajing burst out of the starting line like a red bolt of lightning as the referee fired a gun in the men’s 500-meter short track speed skating final at the Pyeongchang Winter Olympics and took the lead all the way. Although the two South Koreans behind him struggled to catch up with the Canadian, Wu left no room for his rivals and crossed the finish line in 29.584 seconds. Wu Dajing won China’s first gold medal in this Winter Olympic Games, and also successfully set a new world record, bringing Chinese sports fans a great victory. At the scene and in front of the TV watching the live broadcast of the game of people all cheered for it, suspended heart finally fell down.
For don’t know the result of the match live sporting events, people’s heart often with the progress of the event and the ups and downs, player’s every movement, every expression can be touched the hearts of people the kind of tension, anxiety, looking forward to the mood of the audience will transform as the game process, until the last seconds of the match, the backlog of emotional bursting out, Make all the audience become passionate, this is the charm of live sports.
Short sports videos, of course, do not inspire these feelings, because they reveal the most mysterious aspect of sports — the results. It is difficult to arouse the passion of the audience even when the result of a match is already known. Of course, perhaps watched wu Dajing won the short video of people, will really feel Wu Dajing “cattle force”, but only that, because they can not experience the tense and exciting competition process, all sports will become indifferent.
Just because of this, although short sports videos can attract a lot of traffic, they may not make people really “love” sports. Short sports videos attract more marginal fans, and most of them are fake fans who join in the fun and don’t want to be “behind The Times”. Of course, some sports fans may be cultivated through short sports videos, but these users will still choose to watch live sports instead of watching short sports videos after being attracted by short sports videos.
Therefore, live sports events are just what fans need. Even though youku, Midu and other video platforms have won the rights of NBA short video, in fact, short sports video is far less important than live sports video in the hearts of sports fans. Of course, those who say that live sports will be “defeated” by short sports video are not worth talking about. Moreover, compared with sports live broadcast, the way to realize the flow of sports short video needs to be explored.
At present, advertising, e-commerce and membership payment are the main means of profit in sports video industry, but all these three ways of profit seem to be “eight different” from short video.
It is well known that when people watch live sports events or long videos, they usually have 15 to 60 seconds of commercials. However, for the short video which is only a few minutes or even seconds long, the advertisement of tens of seconds will undoubtedly cause user aversion, and most users do not have the patience to wait for the advertisement of one minute to watch a video of tens of seconds. Moreover, if you choose to implant advertisements in short videos, the content of the videos will be damaged, resulting in bad effects.
And from the perspective of advertisers, they are not willing to advertise in short videos of only dozens of seconds, because it is “not cost-effective”, so it is difficult for short sports videos to achieve ideal profits in advertising.
As a result, most short sports videos are now without advertisements. Affected by the lack of advertising in short sports videos, the selling point of “watching videos without advertising” is obviously unable to implement membership charges. In the end, only e-commerce is worth a try, but in terms of the effect of attracting fans with short videos, the profit effect of e-commerce remains to be considered. Therefore, short sports videos have great limitations in the aspect of flow realization, and need to be deeply explored and explored.
summary
In a word, the emergence of short sports videos can meet people’s fragmented life needs. The short and wonderful video content can make people understand sports conveniently and quickly, saving us a lot of time. However, the “short” of sports short video has also brought troubles to its profit, which may limit its future development.
In addition, compared with live sports events, short sports videos are just a “side dish” for people’s leisure and entertainment. What sports fans really care about and love is live sports events, so only short sports videos cannot replace the status of live sports events. Therefore, it may not be the right thing to distinguish the sports short video copyright from the sports live broadcast copyright. In the future, the sports short video should complement the advantages of the sports live broadcast, so as to give full play to its potential.
However, on the other hand, when the copyright of sports events is scarce today, the right of live broadcasting of large-scale sports events is only held by a few platforms. Therefore, obtaining the copyright of a short sports video can enrich the resources of sports events on the platform, which is better than nothing. It’s also a blessing for users.
Article/Liu Kuang public number, ID: Liukuang110, this article first kuang Venture capital network