Analysis of Tencent Video Content Innovation StrategyA Case Study of Theatre X

Abstract

To maintain its competitiveness in today's fiercely competitive long-form video platform market, Tencent Video launched the "X" Theater in 2023 from the perspective of long-term value, aiming to satisfy user demand for high-quality short-form videos through diversified and personalized content. This paper explores the development path of Tencent Video from the following four aspects: the industry survey on the foundation of Tencent Video and its development history, the significance of the study, the SWOT analysis of Tencent Video's X-Theatre content innovation strategy, and the optimization proposal for Tencent video's X-Theatre. Through these studies, this paper aims to provide a comprehensive understanding of the competitive strategies of today's long-form video platforms. The study learns that Tencent has a broad user base and strong liquidity, allowing it to invest flexibly in video content. At the same time, Tencent can test the market's inclusiveness on a wider scale, thus leading similar platforms in terms of revenue. By innovating the scheduling model, improving the quality of video content, and digging deeper into the emotional needs of viewers, Tencent Video has taken the X Theater as a starting point for content innovation, which is now beginning to bear fruit. This innovative strategy is expected to drive the growth of long-form video platforms.