To put it simply,YouTube is the UGC video site, while Youku and Aichi are the film and television sites.Videos on YouTube are mostly user-contributed, while domestic video sites are high-priced premium-bought boutique copyright content. If you have to bid, the domestic video site is actually Hulu, Netflix, HBO, these specially broadcast movies, episodes of the video services.
Each user's status is different when watching a different video, and we divide the two states into "high wake-up" and "low wake-up" states.The ads for the Spring Festival Evening and Super Bowl halftime shows are expensive, not only because they see more people (Facebook is surely more online at the same time), but more importantly, the state of the audience watching the Spring Festival Evening and the Super Bowl is "high wake-up" state, he has a strong desire and desire to watch the show, So at this time the effect of advertising will be good, in Youku to see the variety of deer, watch Sun Yu's series, watch Wu Jing's film is this "high wake-up" state.
The result of the "high wake-up" status is that content has premium rights to advertisers, sign a "Moon Biography", advertisers will be flocking to sell, so do not need to sell the effect of advertising, advertisers know the effect, in addition to buying your time, advertisers more importantly need to put its brand and deer, Sun Wei, Wu Jing linked together.
YouTube is not the case, its videos are basically made by users, where you don't see the new Fox hit movies or the latest HBO episodes. Despite the rapid rise of professional video MCN institutions over the years, the overall production is becoming more and more specialized, but professional film and television companies still have a big gap, the average video quality will be objectively relatively mediocre.
So in addition to a small amount of super-net red,Users watching YouTube videos are in a "low wake-up" state, that is, under YouTube's extremely efficient video recommendation mechanism, constantly refresh, to pass the boring time, but also because of the distribution of videoExtremely long tail(The head 500 movie series, for example, account for far more time to watch than Youtube).
Therefore, the amount of individual video will be much smaller than Youku, Aichi Art, so that the brand advertisers when the pursuit of the two most important factors: quantity and quality, YouTube is not dominant, if it is also like Youlove Qiyi pricing sales, the most likely result is very low sales rate, and ECPM is very low.
So YouTube's strategy is that since you can't sell a premium brand ad, sell the effect ads, charge the final effect, and serve the person with the result.
In one sentence covered:The business model determines the advertising model, with YouTube sitting on premium video resources at the top of the pyramid, pricing without skipping and selling high prices, while YouTube is a long-tailed video that appeals to advertisers with skipable effect ads.