Will Bilibili cancel the display of playback volume, so that UP owners who generate electricity for love will no longer worry about money?
Bilibili announced that it will use playback HE Tuber minutes instead of playback times to evaluate UP’s main videos in the next few weeks. Therefore, this article provides a more comprehensive analysis of the reasons, impacts and opportunities of this major move by Station B. It not only provides a reference for content creators, but also allows readers to understand the latest trends and changes in video platforms such as Bilibili.
Station B has changed!
Yesterday was Station B’s 14th birthday. Chairman and CEO Chen Rui announced a major event on occasion:
In the next few weeks, the number of playback minutes will be used instead of playback volume for UP host's video submissions.
1. When judging a hero based on his/her duration,
the headlines are gone.
Play volume, more accurately, is the number of plays. Whether you watch it for 10 seconds or 10 minutes, the number of plays is 1.
The number of playback minutes is the time actually spent by users watching the video. To put it simply and crudely, the larger the number, the higher the probability that the content is of good quality.
This change is considered the first of its kind on a global video platform.
The news broke 3 months ago and now the dust has finally settled.
When giving a speech on stage, the steady Chen Rui used users' questions as an introduction and got to the point slowly:
Will high-quality mid-length videos be drowned in the dazzling array of choices?
This actually explains what problem Station B hopes to solve.
Bilibili’s attitude is very clear. When there are too many kinds of content,
users’ attention is distracted. The solution is not to go back to the past that was not rich enough, but to use technology and products to make it easier for users to see better quality content. .
The solution they found was play minutes.
Chen Rui cited several examples. Whether it is mainstream videos such as "Identifying Popular Creatures on the Internet" or more vertical niche videos such as F1 racing, they can attract audiences for a long time.
On the other hand, low-quality videos that rely on exaggerated titles and inducing
covers to attract clicks are often quickly abandoned by users after clicking on them. The playback minutes are much less than the number of views, and they are almost sentenced to death.
UP Master He tries to find the traffic password of station B.
All in all, the number of playback minutes is "more valuable data" and can better reflect the actual consumption of content.
Bilibili's traditional performance "one-click three-connect" can also directly reflect the video quality, but it alone is not enough.
Because voting for likes and coins is an active behavior of a small
number of users, most users choose to vote silently with their feet.
For the same silent viewing behavior, the number of playback minutes is a better indicator of video quality than the number of playbacks. Therefore, what should be one-click and three-way is still one-click and three-way. What Station B is subverting this time is actually the "voting with your feet" method of most users.
Why did Station B just make up its mind now? Counting the number of play minutes is much more technically difficult and costly than the number of plays.
Interruptions, skipping progress bars, repeated playback, viewing on multiple devices, turning off the screen on the mobile terminal, and switching pages on the web page. These complex interactive behaviors need to be counted to obtain a relatively accurate number of playback minutes.
Chen Rui said that Bilibili is now capable of doing this. In the near future, the arrow icon indicating the number of playback times in the lower left corner of the video cover will be changed to a clock icon showing the number of playback minutes.
