"Your name." Broadcast on all platforms, but viewers choose to watch on station b

"your name. Log in to the Chinese network again, and broadcast it on bilibili, Youku, iqiyi and other video websites through the way of "free membership" or paying 5 yuan.

August 26, 2016, "your name. "it's officially released in Japan. The animated film, directed by Shinhaicheng, not only successfully became the dark horse in the Japanese film market with 25.05 billion yen (1.52 billion yuan), but also grossed 576 million yuan at the box office. set a record for a Japanese film at the highest box office in the Chinese film market.

one year later, at 0: 00 on August 26, 2017, "your name. Log in to the Chinese network again, and broadcast it on bilibili, Youku, iqiyi and other video websites through the way of "free membership" or paying 5 yuan.

in view of the actual influence of Xin Haicheng and his works in China, plus this time "your name." "the pay-on-demand model adopted, so the vast majority of the audience that the film's online release can attract should be dominated by two-dimensional enthusiasts. This is undoubtedly a huge test for the user viscosity of the video website and the two-dimensional atmosphere of the platform.

strong > because of the on-screen comment, the second brush / strong >

actually launches "your name" on the network at this point of time from the point of view of content operation. "pay-on-demand is not the best time.

A month ago, "your name. The BD/DVD has been sold in Japan, which means that the film's BD HD resources have already appeared on the Internet. For many two-dimensional enthusiasts who have come all the way from the era of piracy, they want to find your name on the Internet at this point in time. "pirated resources are obviously not a difficult task.

but even so, many people choose to pay to watch. No matter in the post bar, Weibo, Zhihu, many for "your name." Paying users have said that although they have seen it in the cinema and even bought the authentic BD several times, they are still willing to watch it again for the existence of the barrage.

in essence, the content itself reflects the audience's interpretation of the video content, and it is also the best embodiment of the audience in terms of cultural background and mode of thinking, whether it is complaining or popular science. The barrage itself is actually a secondary creative form of "complaining" through words.

although the barrage that blocks part of the picture does affect the actual viewing experience in some way, because the barrage itself has a very strong subcultural tag and social attributes, since it was introduced into China, it quickly became popular among binary lovers. What we can confirm is that the more niche and vertical content is, the advantage of on-screen comment in strengthening the cultural attribute of video is becoming more and more obvious.

so compared with other video platforms, bilibili has become a lot of viewers to watch "your name" in the form of online payment. "the preferred platform-- after all, the two-dimensional cultural atmosphere that bilibili has gradually established over several years, has already attracted the attention of many two-dimensional enthusiasts in China, which is also bilibili's biggest innate advantage in broadcasting this film.

strong > operate attentively and create a unique cultural atmosphere / strong >

for a video platform, it is far from enough to rely on content to aggregate young users. Spending more time and energy on user operation may be far more important than spending a lot of money on content copyright. At this time, "your name. After the broadcast of the whole network, many two-dimensional enthusiasts spoke highly of bilibili's efforts in content and operation.

first of all, there are subtitles. "your name" broadcast on Youku, iqiyi and other video websites. "the subtitles are the same as those broadcast and published in cinemas with yellow and black subtitles, with a larger font size and a higher position. In the actual process of watching the movie, the experience is not good.

and" your name "broadcast through bilibili channel. Bilibili's own re-optimized white black-edged subtitles are used. Actually, it makes the audience feel more like a professional subtitle group, not only in the translation of the content, but also according to different scenes and shots, there will be special positions and font subtitles, greatly restoring the style of the new Haicheng animation.

in addition, in order to arouse the enthusiasm of users to watch the movie, play "your name" all over the network. "in the video website, only bilibili specially made a rather fine feature page for it. At the same time, in order to tie in with the upcoming Chinese traditional festival Qixi Festival, bilibili also launched an activity called "confession Wall" on the special page. Any user can write down his or her inner confession in this "confession wall".

the reason for holding such an event is" your name. " "it is an animated film about love, and there are bound to be many audiences who will" express their love "on the bullet screen. In the comments section of the special page, bilibili's operation team issued an announcement, guiding the audience to the "confession wall" to express their love, but also made it clear that unceremonial on-screen confessions would be deleted, thus greatly reducing the impact of the audience's enthusiasm for "confession" on the actual viewing process.

although the content of the animation itself is consistent, out of the understanding of users' behavior habits, bilibili's optimization in subtitles and feature pages has also ignited the audience to "your name" to some extent. The enthusiasm of this "old" movie.

24 hours after launch, "your name." Bilibili has more than 2 million clicks, more than 130000 on-screen comments and more than 60, 000 comments. (unlike giants who often count billions of hits, it is said that bilibili's video hits are calculated only once a day with an ip address).

obviously, the in-depth understanding of user needs, coupled with refined content and operation, is the main reason why bilibili can be recognized by the majority of second-dimensional enthusiasts.

strong > platform rejuvenation requires an in-depth understanding of young users / strong >

with the popularity of secondary culture among young people, more and more video platforms are introducing secondary content as an important means of rejuvenating platform users.

for example, the barrage mentioned above, this form of "complaint", which originated from the two-dimensional world, has now become standard for many video platforms, and is loved by many young people in China. Its content carrier has also gradually expanded from the original two-dimensional culture to the popular culture loved by young people. For example, the function of adjusting video playback speed, which was available only to bilibili before, has been well received by bilibili users, and other video sites have recently launched these functions.

in fact, various video platforms are trying to cater to young audiences, but the development of these features and content, which are loved by young people, actually needs to be based on a deep understanding of young users. But these large Internet platforms, because of carrying too heavy burden, it is often difficult for them to achieve such intensive cultivation as bilibili.

so in the two-dimensional field, it is actually quite difficult for traditional Internet companies to compete with video websites with more vertical cultural forms such as bilibili. These video platforms are bound to spend more energy on operation and maintain higher financial investment in content in order to create a two-dimensional cultural format that satisfies the target user group.

just like your name this time. "the whole network broadcast is the same, the same content is broadcast on different platforms in the same way of charging, unexpectedly, it can get completely different user evaluation. As the saying goes, "young people have a future". How this young man's business should be done is probably a question that many large Internet platforms need to seriously consider.

Edit: mary