1. IntroductionIn the previous article, we analyzed the functional details of iQIYI, and interested readers can check out the past issues.If you want to see iQIYI, you can click on:iQIYI Product Analysis Report2. Tencent Video in the Long Video IndustryNext, we will analyze the features of Tencent Video and summarize its users and usage scenarios.| 1 ConclusionTo start with the conclusion, the positioning and scenarios of Tencent Video are as follows:
| Time Period | Details |
|---|---|
|
Positioned as the largest online video media platform in China, with the brand concept of “Not Wasting Good Times.” It is a comprehensive video content platform that aggregates popular films, variety shows, sports events, and news information. |
Core Users: Covers all age groups, primarily family users and IP enthusiasts, with a higher proportion of male users (due to anime and sports content), British and American dramas. Typical Scenarios: Watching exclusive IP dramas (e.g., “The Three-Body Problem,” “Joy of Life”), domestic animations (e.g., “Soul Land”), and live NBA events. Special Features: Long and short dramas, broadcast content (American dramas, British dramas, etc.), self-produced cooperative content (anime) (X Theater) Projected annual revenue of 30 billion. |
| 2. Development History
| Time Period | Details |
|---|---|
| 2011-2015 |
Key Events:
Development Characteristics:
Major Changes:
|
| 2016-2018 |
Key Events:
Development Characteristics:
Major Changes:
|
| 2019-2023 |
Key Events:
Development Characteristics:
Major Changes:
|
| 2024-2025 |
Key Events:
Development Characteristics:
Major Changes:
|
Tencent Video has evolved from a “latecomer” in 2011 to an industry leader, undergoing three major transformations: from copyright procurement to self-produced content, from traffic competition to quality operation, and from local market to global layout. Its success is attributed to the traffic support of the Tencent ecosystem, continuous content investment, and keen grasp of technological trends. In the future, it will continue to explore new growth points in full IP industry chain development and internationalization.
| 3 User Attributes
By examining the user profile and age distribution of Tencent Video, it is found that iQIYI’s dramas mainly focus on anime, British and American dramas, and realistic content, with a higher male proportion of nearly 70%, and the content is also inclined towards current youth themes.|4 Core Function Module DiagramThe core functions of the software best reflect who the target users and scenarios are, who it is used for, and whose problems it solves. Here, we only count the core functions to look at the target users.Function Module Diagram:
flowchart TD
A[Core Functions] --> B[Homepage]
A --> C[Short Dramas]
A --> D[Member Area]
A --> E[Good Movies]
A --> F[Personal Center]
B --> B1[Short Videos]
B --> B2[TV Dramas]
B --> B3[Anime]
B --> B4[Movies]
B --> B5[Variety Shows]
B --> B6[Children]
B --> B7[NBA]
B --> B8[Follow Series]
B --> B9[Games]
B --> B10[Documentaries]
B --> B11[Sports]
B --> B12[Short Programs]
B --> B13[Knowledge]
B --> B14[Games]
B --> B15[Esports]
C --> C1[Watched]
C --> C2[Recommended]
C --> C3[All]
D --> D1[Video Membership]
D --> D2[Sports Membership]
F --> F1[Watch History]
F --> F2[Favorites]
F --> F3[Personal Settings]| 5 Function AnalysisDue to the uniqueness of long videos, Tencent Video has mainly developed web, PC, app, and TV platforms. Next, we will detail the app’s functions.| 5.1 HomepageThe homepage changes according to different users, with recommended content usually consisting of a main title and a subtitle, where the main title is the primary content, and the subtitle is what can most resonate with users.
Excellent Design Points of the Homepage:
-
Consider why the waterfall flow changes style after scrolling; it first uses small images and then large images. Essentially, the further down, the more ambiguous the match becomes. If users are interested in video content, it first attracts them with large images, then provides a descriptive text.
| 5.2 Playback PageThe playback page of Tencent Video prioritizes high-frequency operations in the playback module.More content recommendations are also based on the relevance tags of the same series for similar recommendations.
| 5.3 Free Short DramasThe free short drama module displays short drama content.
| 5.4 Member Area
For ambiguous or self-created content, there are subtitle prompts that can quickly indicate what this means. However, Tencent’s subtitles compared to iQIYI are not particularly well-written; they are still too vague, similar to not writing them at all. For example, basic value-added rights or family rights are unclear, while iQIYI directly displays multi-device login or ad-free effects, which is more effective.
| 5.5 Good Movies
Good Movies, compared to iQIYI, is similar to the Wind and Cloud Ranking function, where users frequently search for content. Tencent’s search categories are more detailed than iQIYI’s, aligning better with user search habits.
When displaying movie content, it also shows the most concerning content tags, such as actors, ratings, etc.
Excellent Design Points of the Classification Module:
-
How to design the classification module? When thinking about this, consider how offline scenarios are conducted, and analogize to online (do not create scenarios out of thin air), just like when you choose a movie in a cinema, you first filter through preferred categories from top to bottom.
| 5.6 Personal CenterThe personal center still displays basic user information without any particularly special content.
| 6 Revenue Model and Payment PointsThe long video industry differs from tool-based industries; payment points mainly involve paying for film resources for early viewing or charging for certain series, with core competitiveness lying in the uniqueness of the series.
| Membership Type | Price |
|---|---|
| Continuous Monthly | First month 16 yuan, renewal 25 yuan |
| 1 Month | 30 yuan |
| Continuous Quarterly | First quarter 50 yuan, renewal 68 yuan |
| 3 Months | 60 yuan |
| Continuous Yearly | First year 178 yuan, renewal 238 yuan (renewal price is also more expensive than 1 year) |
| 1 Year | 198 yuan |
Revenue Estimate:Based on publicly available financial report data and broker predictions, Tencent Video has 370 million monthly active users, with 114 million paying users (30.8%), averaging 25 yuan per month, with an annual revenue forecast of over 30 billion.| 7 User FeedbackFrom social media comments, the main differences in the long video industry are perceived to be in video content, with little difference in functionality and experience.
Finally, today’s analysis report on Tencent Video products ends here. If you find it helpful, please follow, like, and share!