Sports short videos are rising one after another, and sports live broadcasts are going to perish? | putritoto togel, raja jackpot slot pragmatic, slot yang bisa deposit 10 ribu

On January 20, 2019, the Asian Cup quarter-finals battle began. After conceding a goal first, the Chinese men's football team relied on Xiao Zhi and Gao Lin's goals to complete the comeback. In the end, they "revenge" the Thai team with a score of 2:1, successfully locking in the precious top eight seats. After the game, a short video of the national football team scoring the opponent's goal quickly spread online. This wonderful scene excited many netizens.

Among them, one game goal highlight has received 12 million views on Sina Weibo, and the number of comments and retweets has exceeded tens of thousands, causing a huge response. While congratulating the Chinese team for winning the game, we also noticed the charm behind sports short videos.

Sports copyright "disputes" have arisen again, Toutiao, Migu, and Youku have increased their focus on "sports + short videos"

In recent years, with the rise of short video platforms such as Kuaishou and Douyin, the short video industry has become a hot topic. For a time, models such as "short video + e-commerce" and "short video + social networking" have emerged one after another, allowing people to see a new "path" to development. Nowadays, the short video trend has spread to the sports field.

On November 27, 2018, Beijing ByteDance Technology Co., Ltd. reached a cooperation with the NBA and obtained the rights to NBA short videos, which include NBA daily game highlights, behind-the-scenes footage, game news and other high-quality content. ByteDance’s Toutiao, Douyin and Xigua Video all have NBA-related short video rights.

Shortly after Toutiao obtained the NBA short video copyright, Migu and Youku also announced that they had obtained the NBA short video copyright. In addition, Youku also reached a cooperation with the NFL Professional Football League in December last year to provide Youku users with short video content such as the Super Bowl, the opener, the Thanksgiving Day game, and game highlights.

It must be said that in the current Internet sports market that is "divided by heroes", sports copyright is an important breakthrough for various "players" to seize the high ground. After all, only by possessing sufficient sports copyrights can we obtain rich and valuable traffic, which is beneficial to the subsequent development of the enterprise. For example, Tencent Sports, which relies on NBA copyrights, has always had a large lead in the basketball field, and PP Sports has also established a good position in the football field by virtue of its many high-quality football game copyrights. At present, the Internet sports market has a tendency of "those who win the copyright will win the world".

However, most of the sports copyrights we usually see are rights to live sports events, while sports short video copyrights are rarely heard of. In the past, those who were "in love" with the copyright of sports short videos were social media such as Sina Weibo. Now, judging from the layout of mainstream video platforms such as Youku and Migu, sports short videos have attracted more and more people's attention.Some people even predict that in today’s fragmented world of people’s lives, short sports videos may become a trend for people to watch sports events. The strategic layout of platforms such as Toutiao and Youku is enough to prove their optimism for short sports videos. However, do short sports videos really have such charm?

Why sports short video copyright becomes the “protagonist”

Short video, as one of the current "trends", does have good development potential, and the sports industry has also been booming in recent years. The combination of sports and short video looks like the "icing on the cake", and it is reasonable for people to be optimistic about it. Moreover, sports short video does have its own unique advantages.

On the one hand, compared with live sports copyrights, sports short video copyrights are cheaper and easier to obtain. As we all know, sports event copyrights are rare and have been fetched sky-high prices. For example, Tencent paid US$500 million for NBA rights over five years, while PPTV spent 250 million euros to acquire La Liga rights for the 2015 to 2020 quarters. These expensive sports event rights prohibit many platforms.

Sports short video copyrights that are "split" from sports event copyrights are obviously easier to obtain because their copyright costs are lower and short video copyrights are not as rare as sports live broadcast copyrights. Therefore, short sports videos are sought after by many people.

On the other hand, short sports videos can bring more traffic. Nowadays, as people's pace of life accelerates, time becomes more and more "short". Watching a game that lasts for tens of minutes is undoubtedly a very "luxury" thing. Sports short videos are exactly in line with today's people's lifestyles. Its fragmented and lightweight characteristics allow people to quickly and accurately obtain relevant information about sports events anytime and anywhere, saving people a lot of time.

In addition, because sports short videos include game highlights, game previews, game reviews, player highlights and other types, their content is short and exciting and can meet the different needs of all types of people. Therefore, sports short videos are more likely to be reprinted by people and have great dissemination. They have advantages in gaining traffic that live broadcasts cannot match.

According to iResearch data, during the World Cup in Russia, 92.4% of users on the Weibo platform will pay attention to World Cup updates. Among them, short videos of game highlights and behind-the-scenes and other entertainment content have attracted more than 70% of attention. The highest proportion of users who choose to watch short videos has reached an astonishing 78.5%. From this point of view, Youku, Migu, and Toutiao are indeed a good choice for short sports videos, especially top-level sports IPs such as the NBA. While increasing the attention of the platform, it also supplements its own shortcomings in the field of basketball.

Perhaps it is because of the optimism about sports short videos that there are many comments on the Internet such as "Sports live broadcast is no longer possible" and "Tencent's dominance in the basketball field will end". But do sports short videos really have such great power?

Are sports short videos “fake sports”?

On February 22, 2018, in the men's 500-meter short track speed skating final at the PyeongChang Winter Olympics, as the referee fired a gun, Chinese player Wu Dajing rushed out of the starting point like a red lightning and took the lead all the way. Although behind himTwo Korean players and a Canadian player struggled to catch up, but Wu Dajing left no chance for his opponents and finally crossed the finish line with a time of 29 seconds 584. While Wu Dajing won the first gold medal for the Chinese team in this Winter Olympics, he also successfully refreshed the world record he had just set, bringing a hearty victory to Chinese sports fans. Everyone watching the live broadcast of the game at the scene and in front of the TV cheered for it, and their hearts finally dropped.

For live sports events where the outcome of the game is unknown, people's hearts tend to fluctuate as the event progresses. Every movement and expression of the players can touch people's hearts. The audience's nervousness, uneasiness, and anticipation will change with the progress of the game. Until the last second of the game, these accumulated emotions burst out, making all the viewers excited. This is the charm of live sports.

The short sports video obviously cannot make the audience have these emotions, because it lifts the most mysterious veil of sports - the game results. For a game where the result is already known, no matter how intense the game is, it is difficult to arouse the real passion of the audience. Of course, maybe people who have watched the short video of Wu Dajing winning the championship will really think that Wu Dajing is "awesome", but that's it, because they can't experience the intense and exciting competition process, and all sports competitions will become indifferent.

Because of this, although short sports videos can attract a lot of traffic, they may not necessarily make people truly "fall in love" with sports. Sports short videos attract more fringe sports fans, most of whom are pseudo-fans who join in the fun and don’t want to “fall behind”. Of course, some sports fans may be cultivated through short sports videos, but after these users are attracted by short sports videos, they will still choose to watch live sports broadcasts instead of short sports videos.

Therefore, live broadcast of sports events is what fans urgently need. Even if video platforms such as Youku and Migu have obtained the rights to NBA short videos, in fact, the status of short sports videos in the hearts of sports fans is far lower than that of live sports. Those who say that live sports will be "defeated" by short sports videos are certainly not worth talking about. Moreover, compared with sports live broadcasts, the way to monetize the traffic of sports short videos has yet to be explored.

At present, advertising, e-commerce and membership payment are the main profit methods in the sports video industry. However, these three profit methods seem to be "incomparable" with short videos.

As we all know, when people watch live sports events or long videos, there are usually 15 to 60 seconds of advertisements. But for short videos that are only a few minutes or even seconds long, adding tens of seconds of advertisements will undoubtedly cause user disgust. Most users do not have the patience to wait for a one-minute advertisement and watch a video of dozens of seconds. Moreover, if you choose to embed advertisements in short videos, it will damage the content of the video and cause bad effects.

From the perspective of advertisers, they are not willing to place advertisements in short videos of just a few dozen seconds because it is "not cost-effective." Therefore, it is difficult to obtain ideal profits from sports short videos in terms of advertising.

As a result, most short sports videos now have no ads. Affected by the lack of advertisements in sports short videos, membership charges based on the selling point of "watching videos without advertisements" are obviously not feasible. In the end, only e-commerce is valuableYou have to give it a try, but judging from the effectiveness of short videos in attracting fans, the profitability of e-commerce has yet to be considered. Therefore, sports short videos have great limitations in terms of traffic monetization and require in-depth exploration and exploration.

Summary

In a word, the emergence of sports short videos meets people's fragmented life needs. Its short and exciting video content allows people to understand sports conveniently and quickly, saving us a lot of time. However, the "shortness" of sports short videos also brings troubles in terms of profitability, and future development may be limited because of this.

In addition, compared with live broadcasts of sports events, short sports videos are just "side dishes" for people's leisure and entertainment. What sports fans really pay attention to and love are live broadcasts of sports events, so short sports videos alone cannot replace the status of live broadcasts of sports events. Therefore, it may not be the right thing to separate the copyright of sports short videos from the copyright of sports live broadcasts. In the future, short sports videos should complement the advantages of sports live broadcasts in order to realize their potential.

But to put it another way, in today's world where sports event copyrights are scarce, the live broadcast rights of large-scale sports events are only in the hands of a few platforms. Obtaining the copyright of a certain sports short video can enrich the sports event resources on the platform, which is better than nothing. For users, this is also a "blessing".