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        2018年中国互动影视发展现状、发展的基本路径及发展优势分析[图]

        2019年09月20日 13:15:54字号:T|T

            一、互动影视概括

            互动剧突破了传统的影视或者游戏的内容消费习惯,随着影视被添加交互选项,而游戏使用真人化拍摄画面愈发精致、电影化,使得影视和游戏的界限在变得愈发模糊。

            5G时代的来临,随着流量支撑能力的爆发和终端展示形式的多样化,以及爱奇艺、优酷、腾讯、哔哩哔哩、芒果TV、快手等内容与平台核心玩家的正式入局,互动影视正式进入诸侯混战的1.5时代,成为各家争夺5G内容的第一张船票。

            二、国内互动影视发展的三条基本路径

            1.基于游戏的互动形态,以游戏发行平台方式分发

            基于游戏的互动影视往往起源于主机游戏,其特征是:受众较窄,但游戏公司掌握技术开发优势,同时更理解互动点的设计。

            游戏文化尚处于小众,游戏公司对游戏玩家的了解更加深入,在互动操作的设计上也更有优势。受众方面:国内客户端网络游戏用户数在2018年为1.3亿,相比8.29亿的网民规模来说占比较小,原因在于主机与端游用户多受到设备终端的束缚,两者用户规模相加总占比也不过20%。但是从付费来看,这类用户拥有稳定的付费习惯和付费意愿。这种影游联动的互动剧模式在传统的视频用户群中接受程度不大,主要的受众还在于游戏玩家。制作方面:了解游戏玩家的需求,且掌握更加成熟的互动操作设计和制作技术的,还属游戏制作公司。在互动剧制作市场,现在游戏公司掌握着技术开发优势。

        中国网民规模与客户端网络游戏用户规模

        数据来源:公共资料整理

            相关报告:智研咨询发布的《2019-2025年中国影视剧互动广告行业市场潜力现状及投资战略研究报告

        游戏公司互动游戏制作流程

            2.基于影视/综艺的互动形态,以视频平台进行分发

            影视行业参与互动剧制作多采用合作方式,技术与拍摄制作结合,凭借视频平台的发行渠道获得用户受众上的优势。受众广泛,视频平台掌握渠道资源,但缺乏互动内容设计技术。

            一方面从受众角度看,这种互动剧模式的受众仍旧是游戏玩家,当前传统的视频观影者难以接受这种新的模式,因为这种模式割裂了观影者对于传统观赏体验的期望,过多的互动操作反而会让这类受众感到不适。

            另一方面在制作方面,影视公司大多并不理解游戏玩家受众的需求,也不懂得如何对剧情进行设计以适应互动化的要求,因为互动剧与传统线性叙事的影视剧有截然不同的设计理念。这些未接触过互动游戏的影视公司对于互动操作的设计了解不多。以上两个原因约束了影视公司创作互动剧的水平。此外,如果互动剧以真人实拍的方式进行制作,演员的演技和成本也会成为影响最终产品质量的因素。

        影视公司互动影视制作流程

        数据来源:公共资料整理

            3.基于直播的互动形态:直播的互动化即网络主播将直播内容进行互动化录制,“粉丝”用户可以通过打赏、点赞等方式选择自己想要观看的播放内容。国内互动影视的最可行路径——基于视频平台的分发渠道,整合影视与游戏制作团队,为视频平台带来更高的ARPU。

            目前受到用户受众接受度以及付费习惯、观点的约束,互动剧的模式以游戏的影视化为主,但未来由于平台渠道的优势,互动剧将会最终转化为影视游戏化的模式。

        中国移动游戏ARPU值

        数据来源:公共资料整理

            三、互动影视为在线视频行业带来的三个优势

            1、融合游戏付费习惯,打破视频网站ARPU天花板

            中国视频网站的商业模式与美国流媒体平台存在差异,美国流媒体平台的收益几乎全部来源于用户付费收益,中国视频网站除了付费收益之外,还有很大比例的广告收入。由于中国视频用户并没有培养出稳定的付费习惯,各大视频平台的付费率和ARPU值增长有限。

            2018年中国网络视频用户规模达到7.25亿,而视频会员用户约2.3亿,则付费率大约为31.7%,这相比于美国的付费渗透率来说还有相当大的差距。而从ARPPU值的角度来看,中国2018年付费视频规模约为360亿元,以2.3亿付费用户进行计算,则ARPPU值约为156.5元。

        中国网民规模与视频会员数

        数据来源:公共资料整理

            2.游戏用户付费率高,打破视频网站ARPU天花板

            中国游戏玩家相比与视频用户有更好的付费习惯,付费主要集中在游戏和游戏补丁以及道具等等。2018年中国总体游戏用户付费率达36%,移动游戏用户的付费率已经达到68.4%,中国手机游戏用户ARPU值达到155.2元,并且一直保持着高速增长。

            对于资金缺口日益扩大的视频平台来说,互动剧这种含有游戏属性内容的推出可能能为平台带来新的收益增长点。未来互动剧的开发商若能在现在有游戏玩家用户基础上,引导其关注视频市场,利用这部分玩家带动整个影视用户群体,培养影视用户的付费理念和习惯,视频平台的ARPU值会迎来一个新的增长。

        中国付费视频市场规模

        数据来源:公共资料整理

            3.降低内容制作成本,同时实现平台的差异化

            视频平台对于外购版权剧目的过度依赖一方面导致认剧不认平台,用户粘性较低,一方面高昂的采购成本极大的拖累了各视频平台变现能力。头部视频网站近年来为了实现差异化同时降低内容成本专注于开拓自制内容,但效果非常有限。自制大剧与自制综艺费用日益高企,同时难免落入“认剧不认平台”的老问题。

            而互动影视对于视频平台则有望改善这一困境。第一,相比自制剧或者自制综艺,互动影视成本较低。第二,互动影视具有极强互动与反馈,用户卷入度更深,同时用户数据也容易搜集,与平台剧目或者综艺联动,能够更好的实现平台与用户的深入绑定。

            四、视频平台将在三个方面持续发力互动影视

            1)教育引导市场消费习惯。

            2)培养核心主力消费用户。

            3)影游合作提高作品质量。

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