The price of a single episode is 9 million, and the online copyright fee has skyrocketed a thousand times in 10 years.

"copyright protection" not only inspires the birth of more excellent works, but also makes online copyright fees rise again and again.

in recent years, the word "copyright protection" has been mentioned frequently. For the Internet content industry, "copyright protection" not only inspires the birth of more excellent works, but also makes online copyright fees rise again and again.

is the protection of network property rights important? Yan Xiaohong, chairman of the China copyright Association, said at the Tianfu Digital Cultural creation Industry Summit Forum held yesterday that "the core significance of obtaining proper authorization is to gain control over high-quality copyright resources." it can also be called independent intellectual property rights for the dissemination and use of works, which is not only the basis for the development of the digital cultural creation industry, but also the core competitiveness. "

in other words, only after obtaining the copyright of the big IP can the platform have a chance to think about how to make a profit.

as of December 2016, the number of effective video paying users in China had exceeded 75 million, a growth rate of 241%, which is nine times that of the US market, making it the third largest video paying market in the world after North America and Europe, and is expected to exceed 100 million video paying users in 2017.

take iqiyi as an example. In 2016, iqiyi bought the exclusive copyright of the South Korean TV series Descendants of the Sun at a price of 24 million yuan, which was broadcast simultaneously between China and South Korea for the first time. With the increase in the number of TV series, more and more fans are being ringed. It is reported that under the influence of the play, iqiyi's paying members have increased by 50% to 15 million in more than three months.

therefore, good content becomes a means for the platform to compete for paying users, and the game begins between the platform and the platform for good content.

some media found that in 2006, the online price of 80 episodes of Swordsman totaled 100000 yuan, while that of a single episode was only 1250 yuan. By 2011, the single episode of "step by step", which had a good reputation and tidied up, sold for more than 700000 yuan. In 2016, the price of the unbroadcast "Ruyi's Royal Love in the Palace" flyer episode reached 9 million yuan.

in the past ten years, the cost of online copyright has soared a thousand times. However, at this time, it is a dividend period for paying users, and the platform needs more good content to form user stickiness. When the promising IP appears, the platform needs to spare no effort to win.

he believes that in the long run, right holders, platforms and users, including collective management organizations, need to find their own roles so that everyone can make a profit, so that this ecology can be sustained for a long time. Under the multi-party game, the future network copyright price will gradually tend to balance and return to a more rational state.

and before finding an incision to enter the "rational state", it is more urgent to take the lead in completing the racing enclosure of the user market.

earlier, TV series producer Ma Zhongjun said in an interview with the media that now the soaring prices of TV dramas have made them feel a little uneasy, and now there is indeed a bubble in the market. The prices of actors have soared, and many of them are not expensive. Scrambling for IP makes the works quote 40 to 50 million yuan at once.

in a sense, grabbing good IP means that good content is scarce.

the platform side is also gradually aware of this problem, and the platform begins to incubate original content when it is unable to buy content at a more reasonable price. For example, this year, iqiyi's "crime without proof", Youku's "chasing murderers by night", and Tencent's "to our simple little beauty".

looking back, the strengthening of copyright awareness in the Internet content industry has provided conditions for the birth of high-quality content. According to the Annual report on the Development of online copyright Industry 2017 released by Tencent Research Institute, China's core online copyright industry exceeded 500 billion yuan in 2016, a 30-fold increase over 2006, with an average annual growth rate of more than 30 percent.

but the competition between platforms and the lack of high-quality IP have also led to soaring prices of online copyright. Under the pressure of profit, all forces will begin to coordinate to make the industry ecology healthier. Of course, at present, the return of rationality will take time, and there is no clear model on how to "price" copyright.

Edit: mary