Tencent Video Research Articles

Reshaping Suspense Web Dramas: A Study of Nonlinear Narrative Strategies and Audience Feedback in Tencent Video’s 2022 Suspense Series

In recent years, China's streaming platforms have increasingly invested in the production of original suspense web dramas, making suspense dramas a popular genre that frequently sparks social discussions and crosses audience boundaries. In 2022, Tencent Video released six major suspense series, including Under the Skin, Are You Safe?, Talking Bones 2, The Neuron Doctors, The Fight, and Reset. This study delves into the programming strategies and audience feedback of these series, analyzing their unique narrative structures, script content creation, and their alignment with real-world social issues. Additionally, the paper examines audience reviews on platforms such as Weibo, Douban, and Tencent Video, revealing how these phenomenon-level suspense dramas successfully captivate viewers through their realistic themes and innovative nonlinear storytelling methods, showcasing their strong appeal and market competitiveness.

Impacts of Short Video to Long Video and the Corresponding Countermeasures: Taking Tencent Video as an Example

The video industry is a comprehensive field that integrates multiple attributes such as culture, technology, and economy. It uses artificial intelligence and high-tech means as a communication medium, with film and television entertainment content as its core, and has become an important part of the tertiary industry. At the same time, the video industry has a profound impact on people's living conditions and spiritual world. With the rapid rise and prosperity of short videos in recent years, the traditional video industry has been greatly impacted. Taking Tencent Video as an example, this article deeply analyzes the impact of short videos on long videos in terms of copyright and profit and proposes feasible measures to promote Tencent Video to adjust its profit structure and development layout, and further promote the new development of the long video field.

Will pay-per-view in the advanced charging model recover the business losses for online video companies in China?

The evolution of Internet technology is closely mirrored by the innovative business and profit models emerging within the platform economy. Integrating this economic framework, online video platforms are dynamically refining their pricing strategies to optimize profit margins. This paper, anchored in the theoretical construct of second-degree price discrimination, selects the Chinese online video platforms iQiyi and Tencent Video for in-depth case studies. It charts the progression of its pricing strategies and juxtaposes these with those of prominent international online video sites to highlight both congruities and divergences. The synthesis of theoretical models with real-world case studies culminates in strategic recommendations to foster the growth of Chinese online video platforms in the global Internet arena.

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

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.

Analysing the influence of screening ceremony strategy for the major streaming media companies: A case study of Tencent Video

The “screening ceremony” was established since Tencent Video embraced the “pay-on-demand-in-advance service” value-added service on top of the subscription model during the outbreak. This service’s value-added component is fairly straightforward, which causes users’ dissatisfaction and results in the termination of the value-added service. Therefore, the launch of the screening ceremony is a value-added service that better fits consumer preferences. The paper examined the current marketing strategy of Tencent Video and the illumination of the screening ceremony on the future promotion and application of major streaming video platforms to address this research gap. This investigation explored whether the “screening ceremony” could be a self-help strategy for major streaming media providers. This paper further responded to the marketing mix theory of the 4Cs and explored the four aspects of the theory and customers’ purchasing intents through the current marketing strategy of Tencent Video. Employed SWOT and qualitative analysis as strategic planning approaches. The findings of the analysis were that to increase customers’ desire to purchase, major streaming media platforms must provide customer value and connect with consumers. Meanwhile, major streaming media platforms need to provide value-added services that match the perceived value of the cost consumers pay.

Analysis of Profit Model and Optimization Strategy of Mango TV

Launched in 2014, Mango TV is the streaming video platform of Hunan Broadcasting System's listed company, Mango Excellent Media Co., Ltd. While long video platforms such as Tencent Video, iQIYI, YOUKU and others are perennially losing money, Mango TV made a profit as early as 2017. Mango TV has a unique profitability strategy that makes it stand out. This paper applies the literature analysis method to introduce the background of Mango TV and then analyse the revenue and expense components. Because there is a correlation between profitability and value creation, this paper investigates Mango TV's profitability strategy based on Michael Porter's Value Chain. By analysing the value activities of Mango TV in the four aspects of infrastructure, human resource management, technology development, products and sales, it analyses and derives the profitability strategy of Mango TV in the directions of paid derivation, innovation track, middle office technology, TV station-network fusion, homemade content, and talent training. Based on the above research, it judges advantages and disadvantages and then proposes countermeasures and suggestions for the shortcomings. This paper hopes to provide some new ideas for Mango TV's sustainable profitability and to help it develop more up-to-date profitability strategies.

Tencents Success in Video Streaming: An Economic Theory-based Analysis

With the rise of internet technology and the popularity of mobile devices, the video industry has become an increasingly important part of the global entertainment landscape. This paper discusses the pricing strategy of Tencent in the video streaming industry. The paper states that Tencent has used the Bertrand Model to set prices equal to marginal costs to attract customers and expand its market share. However, in the case of Tencent Videos subscription price hike, the Cournot Model may be more applicable as the firm assumes that customers will continue to subscribe during the pandemic period. Despite the subscription price increase, the change in the price would be larger than the change in demand, leading to higher profits. The article also discusses the increase in demand for Tencent Video memberships and the factors contributing to it. From a game theory perspective, Tencent and its members can be modeled as playing a classic prisoners dilemma game. Finally, the article discusses the opportunity cost for consumers and the concerns regarding the fairness of the increase in membership fees. This paper also utilizes the SWOT analysis.

Lovely heteronormative families in a harmonious society? The docudrama representations of the human‐pet relationship in contemporary China

AbstractThis study examines docudramatic representations of human‐pet relationships in China, applying the conversational storytelling research method. The study takes Modern Furry Tale (MFT, 2021), a controversial docudrama streamed on the Tencent Video platform as its targeted case. The article argues that contemporary Chinese docudramas do not so much “document reality” as continue a “cinematic tradition” of presenting “selected reality” by showing an idealized view of the pets“ living conditions and their owners” family lives. Describing and constructing friendly and companionable pet‐human relationships, these docudramas reinforce the dominant “positive energy” state ideology, propagandistic mainstream family values, and repressive gender ideologies.

Focus on the Differentiation Strategy of Mango TV from the Perspective of Variety

With the rise of short video, the internal competition of long video in the previous network audition industry has been changed, but the long video platform is still the main force in the network audio-visual industry. From the perspective of effective broadcast data, Mango TV obviously lags behind rivals such as iQiyi and Tencent Video in the whole network of movie and TV plays. In such a competitive environment, based on the consideration of its own internal advantages, Mango TV implements the differentiation strategic decision, which is embodied in the differentiation of products, services and image. Through the analysis of internal and external environment, according to the internal advantages of Mango TV: strong technical support, positive energy values, management system based on user's thinking and flexible management system, this paper analyzes the differentiated development strategy of its variety-based track, and points out that Mango TV's adherence to the differentiated development strategy has certain reference significance for the development of China's online audio-visual industry and other industries.

A two-stage deep graph clustering method for identifying the evolutionary patterns of the time series of animation view counts

Time-series clustering of view counts with changes in online time can identify animated series with similar evolutionary count patterns over time, which may help companies reduce their investment risk. For time-series data of animation view counts, most existing time-series clustering methods ignore both the local relationships within data and global relationships between data, making it challenging to identify animated series with similar evolutionary patterns. Therefore, we propose a two-stage deep graph clustering method that involves graph data construction and deep graph clustering. Specifically, graph data construction converts time-series data into graph data, while deep graph clustering uses a temporal convolutional network and graph convolutional network to learn features from the time-series data and graph data, respectively. The entire model is then trained end-to-end to complete the clustering task, utilizing a dual self-supervised module. This study utilizes two datasets to evaluate the clustering performance of our proposed model in comparison to baseline methods. The datasets consist of view count data from 185 animated series on Tencent Video from 2018 to 2022, as well as a public time-series BME dataset. The experimental results demonstrate that our model outperforms the baseline methods on both datasets. Additionally, through visualizing the identified three classes of evolutionary patterns, we propose new product development strategies for animation enterprises.

Management psychology in the application research of human resources management of small and medium - sized enterprises

Tencent is one of the most successful Internet companies at present. QQ used to be the symbol of a generation of Internet users, and its users basically include all Chinese Internet users. Tencent has achieved unprecedented glory. Due to the promotion of economic globalization, the development of information technology and the fierce competition brought by the rise of many Internet companies, Tencent is facing great challenges. However, Tencent has a firm foothold in many Internet companies, which is closely related to its innovative management mode. Therefore, it is of great significance to study its innovative strategic management from the perspective of management psychology. In the 1990s, Tencent was officially established. After years of development, Tencent has become a leader in the Internet industry. Tencent is responsible for a wide range of business, including Tencent QQ, Tencent video, Tencent News, Tencent game platform, etc.

Website Analysis for Tencent Video

The streaming media platform has become the first choice for most contemporary viewers to watch audio and video online/in real time, and Tencent Video is one of the best. Tencent video mainly has two main platforms: web version and mobile APP. This paper discusses how Tencent video web version improves user engagement and its shortcomings from the theoretical basis of modality, navigability and interactivity.

Streaming media business strategies and audience-centered practices: a comparative study of Netflix and Tencent Video

Abstract Purpose This comparative study of streaming services in different cultural and economic contexts shows how they optimize the user experience by improving recommendation algorithms, upgrading infrastructure, and developing global services, in responding to the crisis of losing subscribers. Method We use analysis of industry documents to demonstrate how different approaches to streaming video business value user-generated data and reconstruction practices. Findings There is already a similar trend among global streaming platforms to create a pan-media entertainment & cultural service by increasing revenue streams and merchandise offering categories, as well as keeping subscriptions and attracting more viewers in the long run. Practical implications The study displays how streaming platforms with SVOD, AVOD, and Mix-funded modes are changing their business strategies in the current hyperinflationary and increasingly competitive media market, updating how they create user-centered practices in search of ultimate commercial success. Social implications It also illustrates how different commercial streaming service formats end up with similar solutions to the challenges. Originality/value The study is a comparative analysis of the streaming phenomenon as it happens in real-time, complementing the observation and evaluation of the latest updates in the streaming industry and predicting the future trends of global brands in the digital ecosystem under different commercial and cultural logics.

Pandemic impacts on cinema industry and over-the-top platforms in China

Over-the-top platforms are increasingly being accepted by the younger generation. This study examines the different modes of watching films that have emerged due to the proliferation of over-the-top platforms, smartphones, and 5G technologies during the pandemic period in China. Using survey data, we examine the perception and behavior of 592 respondents. The top five factors in increasing over-the-top platforms to watch movies include easy access, various genres, no time to visit a cinema, pandemic, and new films. Findings also show that users tend to use smartphones to access over-the-top platforms. Bilibili, Tencent Video, and iQIYI are China's most popular over-the-top platforms among viewers. Increasing cinema ticket prices, pandemics, lack of quality content, and film stories are significant challenges for the cinema industry in the near future. These results suggest that the film industry should maintain the quality of the movies, especially those released on the cinema screen. These findings also designate significant substitution between the over-the-top platform and cinema and recommend that competition authorities widen market definitions. The cinema environment and IMAX/3D appear to have little incentive to degrade over-the-top platforms, despite over-the-top's films contributing to declining box office revenue.

Analisis Penerimaan Penggunaan Aplikasi WeTV di Pulau Jawa Menggunakan Metode Technology Acceptance Model (TAM)

Every human being always needs what is called entertainment andwith the help of the internet entertainment facilities are not only obtained in the real world but can also be obtained in the virtual world. There are many entertainment facilities to watch online videos in Indonesia, one of which is by using the WeTV application. WeTV is an application owned by Tencent Video that conducts ekspansi in Indonesia, WeTV was present in 2019 as an application that presents a variety of interesting online video content from several countries that can be accessed and can be enjoyed by the Indonesian people because it is equipped with a translator Indonesian. The purpose of this study is tofind out the factors that influence the acceptance of WeTV applications using the Technology Acceptance Model (TAM) method with research variables Preceived Usefulness, Perceived Ease of Use, Attitude Toward Use, Intentation To Use and Actual Usage. The distribution of questionnaires was carried out online with a minimum sample of the number of respondents determined by the slovin formula and and teknik sampling using simple random sampling. This study used PLS-SEM data analysis with SmartPLS tools. The results of this study found that the factors that most influenced the acceptance of WeTV applications in Pulau Jawa were the variable Perceived Ease of Use (ease) to Perceived Usefulness (usability).

Perspectives of Nursing Students towards Schizophrenia Stigma: A Qualitative Study Protocol.

Aim: This study aims to explore fourth-year nursing students’ knowledge of schizophrenia and their attitudes, empathy, and intentional behaviours towards people with schizophrenia. Design: This will be a descriptive qualitative study using focus-group interviews. Methods: Fourth-year nursing students on clinical placement in a hospital in Hunan province will be invited for focus-group interviews. Snowball and purposive sampling will be used to recruit nursing students for this study. Five focus-group interviews, each including six participants, will be conducted to explore participants’ knowledge, attitudes, intentional behaviours, and empathy towards schizophrenia. The interview will be conducted through the online Tencent video conference platform and the interview data will be collected through the same platform. All interviews will be recorded and transcribed verbatim and analysed with the approach of the content analysis supported by NVivo 12. Simultaneous data collection and analysis will be performed, and the interviews will be continued until data saturation is met. The findings of this study will be helpful in developing effective interventions to decrease the stigma toward schizophrenia among nursing students and those who study healthcare disciplines.

The Transmission Effect of Costume Dramas on International Social Media

C-dramas are launched on YouTube platform, and the update speed overseas is the same as that at home. Overseas audiences can understand costume dramas through language symbols, star symbols, and they love costume dramas more than modern dramas. They have the ability to share joys and sorrows with film and television characters. The viewing of costume dramas leads to Chinese fever and star chasing behavior. In order to better spread costume drama, it can create contact opportunities for overseas audiences within the acceptable range of culture, reduce the cultural inaccuracy part of costume drama, provide background knowledge and provide quality dramas. Film and television works are an important way to tell Chinese stories. Story-based communication makes overseas audiences willing to learn about Chinese culture and history through film and television works. Swordsmen film is a folk hero myth in the Chinese world, similar to western cowboy in the United States and Bushido in Japan. Swordsmen films is the most complete in China film, and the most national characteristics of film type.In terms of TV dramas, costume dramas are rooted in traditional Chinese culture, displaying rich Chinese elements and carrying cultural symbols such as Chinese history, mythology, classical Musical Instruments, traditional costumes, architecture and Chinese food. They are unique types of dramas attracting overseas audiences with distinctive national characteristics.With the open, convenient, timely and effective features of the Internet, Chinese films and TV series have been released on overseas network platforms such as Netflix and YouTube, changing from passive communication to active communication. On YouTube, film and television organizations with copyright have opened channels to upload Chinese films and TV works.This study takes Tencent Video as the research object to analyze what efforts the online video platform has made for the spread of costume dramas? What are the comments of international audiences? How to improve the overseas communication effect of costume dramas?

The “Little Third”: Changing Images of Women Characters Involved in Extramarital Affairs on Chinese TV

AbstractFor this study, we analyzed the changing images of women characters involved in extramarital affairs in three Chinese TV dramas—Come and Go (CG; Hubei TV & Guangxi TV, 1998), Dwelling Narrowness (DN; Beijing TV & Dragon TV, 2009), and Nothing but Thirty (NT; Dongfang TV & Tencent Video, 2020). We argue here that shifting gender relationships, evolving political, economic, and technological conditions relating to the media industry, and a transition in the broader social environment have motivated a return to patriarchal moral discourse on Chinese TV. Specifically, in keeping with this discourse, extramarital affairs have come to be presented as immoral, primarily for the women involved—the “little third” of the title, this being the literal translation of the Mandarin term for “mistress.” We documented this return to patriarchal moral doctrines that are intended to discipline women and limit the diversity and nuance of culturally accepted forms and expressions of sexual attraction and romance on Chinese TV in case studies of the three programs.

Optimizing Video Caching at the Edge: A Hybrid Multi-Point Process Approach

It is always a challenging problem to deliver a huge volume of videos over the Internet. To meet the high bandwidth and stringent playback demand, one feasible solution is to cache video contents on edge servers based on predicted video popularity. Traditional caching algorithms (e.g., LRU, LFU) are too simple to capture the dynamics of video popularity, especially long-tailed videos. Recent learning-driven caching algorithms (e.g., DeepCache) show promising performance, however, such black-box approaches are lack of explainability and interpretability. Moreover, the parameter tuning requires a large number of historical records, which are difficult to obtain for videos with low popularity. In this paper, we optimize video caching at the edge using a white-box approach, which is highly efficient and also completely explainable. To accurately capture the evolution of video popularity, we develop a mathematical model called <italic xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">HRS</i> model, which is the combination of multiple point processes, including Hawkes’ self-exciting, reactive and self-correcting processes. The key advantage of the HRS model is its explainability, and much less number of model parameters. In addition, all its model parameters can be learned automatically through maximizing the Log-likelihood function constructed by past video request events. Next, we further design an online HRS-based video caching algorithm. To verify its effectiveness, we conduct a series of experiments using real video traces collected from Tencent Video, one of the largest online video providers in China. Experiment results demonstrate that our proposed algorithm outperforms the state-of-the-art algorithms, with 15.5% improvement on average in terms of cache hit rate under realistic settings.

Beyond Canned Television

The October of 2018 saw the creation of BBC Earth Tribe, a global online brand representing BBC Natural History Unit (NHU)’s programming on Tencent Video, one of China’s leading online streaming services. Besides providing over 650 hours of BBC documentaries to Chinese online audiences, BBC Earth Tribe delivers unprecedented access to creators from BBC NHU through interactive screen forms and offline events. This article offers a study of BBC Earth’s global strategies in its partnerships with one of the largest Chinese digital platforms, Tencent, in terms of coproduction and online community building beyond traditional canned television distribution. It examines Project Penguin, which has formalised coproduction partnerships between BBC Studios and Tencent Online Media Group (OMG) since October 2018. The distribution partnerships involve not only pre-sales of BBC Earth’s flagship documentaries but also coproduction and online community building on Tencent-run platforms, from streaming services to social media platforms. By examining BBC Earth’s distribution strategies in the Chinese media landscape from the early 2000s, the paper aims to theorise distribution strategies between BBC Studios and Tencent Video and its socio-cultural implications on television distribution in the digital, multiplatform era of convergence.