After Youku (YOKU, NYSE, the online video company, Chinese version of Youtube) went IPO in New York stock exchange, it now has abundant capital available to purchase professionally produced content. And Youku actually has already started the large volume purchasing on professionally produced content, such as the TV series and films. This may indicate that Youku's corporate strategy is to balance on these two categories and is seeking a strong position in both the customer input content area as well as the professionally produced content area. These two categories actually are quite different. In my opinion, if a online video site focuses on customer input content, the website is acting as a social media website. While if it focuses on the professionally produced content, it is more like a distribution channel of the programs.
It is interesting to see how these two categories would attract different target customers as well as the advertisements, and how customers' behave pattern would be differently. If there is any study on this topic, it would be interesting.
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