Rush to the hot search! Bilibili UP initiated the stop of the tide？ Millions of fans UP main response
"From today on, we will stop."
On April 2nd, a news about bilibili’s UP owner’s initiative to stop the tide rushed to Weibo for hot search, which triggered a hot discussion among netizens.
With nearly 4 million fans in bilibili, the UP owner "King Xu who lives by his face" released a video saying that he would stop for a while in the future. Another UP owner, "-LKs-", who has more than 3 million fans, also publicly announced that he would temporarily stop watching.
Two million fans, the UP owners, have successively announced that they will stop working, which has attracted the attention of the outside world. On April 2nd, it was reported that a number of UP owners intensively and publicly announced the suspension of updates, and "bilibili UP owners initiated a wave of suspension of updates" also rushed to Weibo for hot search.
However, an insider in bilibili explained to the The Paper reporter that the statement of "stopping the shift" is not accurate. Only some UP stops for personal reasons, and it is not a collective behavior.
Millions of fans UP main response
On the afternoon of the 2nd, the above-mentioned two million fans, UP Master, posted a message in Weibo to respond to this matter.
"King Xu, who eats by his face" responded in Weibo: "Today, these two hot searches are a bit inexplicable, and I don’t know who arranged them. The reason why I stopped working is very clear in my video, and it is all my personal reasons."
"I’ve been making videos for more than ten years, and bilibili is just one of my publishing platforms, so I have nothing to do with bilibili if I stop. It’s purely my personal business. Moreover, engaging in content creation is actually no different from ordinary work. It is normal for some people to make money and others to lose money. It is not necessary to make a fuss about people from all walks of life. " "King Xu who lives by his face" wrote in Weibo.
Subsequently, "LKs–" said, "Only on behalf of individuals, I announced that my suspension has nothing to do with the economic situation, and my income in bilibili this year is no less than before."
Screenshot from Weibo
On April 2, a million-fan UP owner who asked not to be named told reporters that not making money by creative incentives is not the key reason for UP owners to stop working. The top 100 UP owners with millions of fans do not rely on platform incentives to survive. Another UP owner said that a vertical UP owner like "King Xu who lives by his face" is faced with multiple pressures of business list, topic selection and production cost, and it is a special case to stop.
Last year, 9.1 billion yuan was distributed to UP owners. Is that enough?
In addition to official incentives, another important income comes from advertising revenue obtained by UP owners. According to several UP owners, the positioning of the platform in bilibili is different from that in Tik Tok. The platform allows creators to implant advertisements in videos, which can earn extra advertising revenue at the same time with low share. "However, not everyone’s videos are suitable for advertising. bilibili’s share of my overall income is very low, and it only accounts for less than 1% of your total income." "Cat sauce that doesn’t eat grass peppers" revealed.
However, influenced by multiple factors such as the external environment, the number of advertisements received by UP owners has also decreased in recent years. "In the past two years, the competition in the industry has been increasing, and more and more people have entered the market. If you don’t strive for innovation and change, you will easily be eliminated." A waist UP owner revealed to reporters, "On the other hand, the rise of short video platforms has also divided the use time of users’ bilibili, so that the chances of receiving business orders have dropped." In his view, the rise of new technologies such as artificial intelligence has also accelerated the "survival of the fittest" of the industry itself.
Bilibili’s constant adjustment of the incentive mechanism may be related to its annual revenue losses. On March 2nd, Billie Billie (Nasdaq: BILI, 09626.HK) released the unaudited financial report for the fourth quarter and the whole year as of December 31st, 2022. According to the financial report, the total revenue of bilibili in fiscal year 2022 increased by 13% year-on-year to 21.9 billion yuan, and the annual net loss was 7.5 billion yuan, up by 10% year-on-year. In the fourth quarter of last year, the revenue reached 6.14 billion yuan, up 6% year-on-year, and the net loss was 1.5 billion yuan, down 29% year-on-year.
"It is expected that in 2023, our overall loss will be narrowed more obviously, and the goal of breakeven will be achieved in 2024." In the conference call after the earnings report, bilibili CEO Rui Chen said.
It is worth noting that the financial report shows that in 2022, the operating cost of bilibili was as high as 18 billion yuan, up 18% year-on-year (the operating cost in the fourth quarter was 4.9 billion yuan, up 4% compared with the same period in 2021). bilibili said that the increase was mainly caused by the increase in revenue sharing cost and content cost. Among them, revenue sharing is mainly an incentive or sharing for UP owners in live broadcast and advertising business, reaching 9.1 billion yuan, an increase of 18%.
According to Zhongtai Securities Research Report, at present, bilibili’s business is divided into four parts, namely, mobile games, value-added services, advertising, e-commerce and others, among which value-added services and advertising will become the focus of bilibili’s future revenue growth. Value-added services are divided into paid subscription and live broadcast reward. Paid members are subject to the supply of OGV content (professional copyright works exclusively purchased and played). Under the background of reducing costs and increasing efficiency, it is expected that the growth rate will gradually slow down, and live broadcast will become the core growth point. It is estimated that the compound annual growth rate of revenue of this business in the next three years will be 20.1%. Effect advertising is the focus of growth, and it is estimated that the compound annual growth rate of revenue in three years is 20.5%.
(Comprehensive news: Red Star News, The Paper)
Editor: wu si
Editor: Zhang Songtao
Audit: Feng Fei
Reporting/feedback