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综艺发布《2017综艺年中业绩报告》:爱奇艺全面领跑 释放综艺内容最强影响力
2017-07-31 11:21:03 中国经济网
综艺“红利”全面爆发,内容质感提升商业影响力
相比电视综艺,网络综艺所展现出娱乐化、网感化更能够吸引大众关注。视频平台纷纷加码版权综艺与自制综艺的协同共进。在拼内容质量的同时,视频平台独到的发展战略与眼光往往能够吸引更多合作伙伴。
在综艺内容同质化、招商难等问题扑面而来时期,爱奇艺依靠自身的内容、平台运营力更好的创造了节目价值。爱奇艺自制综艺《奇葩说》《姐姐好饿》《了不起的孩子》《欢脱定律》《饭饭男友》《吃光全宇宙》《奇葩大会》等近9个自制综艺节目在播期间,让合作伙伴的品牌价值与品牌回想度不断翻新,实现了用户对节目、平台的依赖性,更通过花式的节目口播缓解了用户观看疲劳的同时,化流量为品牌价值。
2017上半年爱奇艺《奔跑吧》《歌手》等50档版权综艺通过爱奇艺强大的平台运营力与内容分发能力,收获了较高的播放成绩与节目影响力,进而不断挑战综艺商业价值,更让爱奇艺在头部内容的“吸金力”上创下行业新高。可以看出,爱奇艺在布局多元化、优质的综艺内容上,依靠的是节目所表现出的强大流量与高度覆盖率与传播力,让更多的品牌商看到一线视频平台的影响力。未来爱奇艺还将继续加码优质内容的创造与输出,促进平台、品牌、内容的协同发展,创造出更高的商业娱乐价值。
面对互联网时代的大文娱市场,优质综艺内容创造出的商业价值,成为视频平台与制作方、广告主之间深度合作的重要保证,更是整个行业获利的关键。2017年已经过半,在综艺市场头部内容争夺战中,视频平台领军者已经显现,爱奇艺发挥平台运营与内容分发优势在版权和自制综艺内容方面继续领跑全网,同时,在面临2017年的下半场,各大视频平台差异化的头部内容纷纷开始展露其强大的影响力,战绩又将如何,在即将上线的综艺内容中,我们期待佳作!
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