On October 10, 2016, Bilibili launched the membership service for Bilibili members for the first time, which has become another commercialization method besides game agency, advertising, peripheral sales, and offline theme activities. From the first half-send and half-push, the big members who were ridiculed by netizens for "recharging for love and faith" to the now over 7.95 million big members can see the gradual improvement of the B station system. This article discusses the B station and the common membership system. Comparative analysis and exploration of possible future development paths.
1. Common gameplay of membership system
From a domestic point of view, generally speaking, the membership system of video platforms consists of two systems: ordinary membership and paid membership. The ordinary membership system is generally divided into grades according to the points earned by completing tasks to unlock different permissions, while the paid membership system is generally classified according to the continuity of payment and user activity to enjoy different levels of treatment.
1. Ordinary membership
Ordinary members are generally implemented according to daily small tasks + real-time feedback incentive system . Task setting has the characteristics of simple operation, low investment in a single day, and long-term repeatability. Generally, tasks are set around the core business of the product, mainly including tasks such as logging in, watching videos, sharing videos, and interacting, so as to motivate users to develop product usage habits. , the effect of increasing the average usage time. The real-time feedback incentive system mainly hints at the reachability of the user's goal through the progress bar of points, and generates long-term incentives for the user by regularly displaying incentive prizes.
Analysis of Membership System of Station B
Table 1 Comparison of points system for ordinary members
2. Paid membership
In medium and long video websites, the paid membership level is generally based on the member's recharge behavior and activity to accumulate points. The higher the level, the more privileges you can enjoy. Generally speaking, content privileges and identity privileges are the basic rights and interests of entry-level members, which mainly meet the basic needs of users for video websites; while high-level privileges such as live broadcast privileges and life privileges are mainly to create a sense of service premium, which exceeds the user's psychological account. It is expected to have the effect of motivating users to continuously pay for the experience.
The following figure shows the rights and interests of paid members of the current mainstream websites and the corresponding rights and interests of level upgrades:
Analysis of Membership country email list System of Station B
Figure 1 Paid membership benefits (marked orange is the privilege of high-level membership)
It can be seen that currently there are only annual major members and monthly quarterly major members at station B. For comprehensive video platforms such as iQiyi and Tencent Video, there are growth mechanisms for paid members, which will provide extensions such as life packages and game packages. Serve. The measurement of growth points mainly includes two dimensions: whether the payment behavior continues and the degree of platform activity.
The following table is the main points calculation formula of the two platforms:
Analysis of Membership System of Station B
Table 2 Member Points of Major Platforms
2. Detailed analysis of the membership system of station B
1. Differences from other platforms
(1) Differences in ordinary membership system
Similar to other video sites, Bilibili associates users' behaviors such as watching videos and video interactions with grade points; but in terms of grade incentives, it is different from the incentive methods of other video platforms in which points are exchanged for gift certificates. Bilibili's incentives mainly reflect In the opening of the barrage and interaction permissions - you can perform operations such as barrage color settings, advanced barrage, and private message comments with the UP master.
On the one hand, the gradual opening of user permissions is to cultivate users' product usage habits by daily punching, and on the other hand, to improve the user's sense of value realization and product investment cost by delaying the satisfaction of some needs.
Analysis of Membership System of Station B
Figure 2 Privileges at each level
In addition, the entry threshold for testing and assessment is set up in the point membership system , and users can only send bullet screens and comments when they become full members. According to the Q3 financial report of Station B in 2019, 62 million people became full members by answering exam questions, generating 640 million interactions in various forms every month, and maintaining a retention rate of over 80% in the twelfth month.
The assessment test is composed of 50% barrage and community etiquette-related questions + 50% optional questions. The page displays the answering progress bar and real-time results. If the questions related to community norms are wrong, users will be asked to choose again, and the bullet screen rules of station B will be told to users in a permeable way.
In the optional part, users can choose the topics they are interested in to generate personalized topics. Most of this part is based on tricky topics and common knowledge of classic works in the circle. The interesting way of answering questions has caused users to complain about it and spread it again.
Analysis of Membership System of Station B
Table 3 Membership test module of station B
(2) Differences in the paid membership system
In terms of paid membership system, mainstream comprehensive video sites such as Tencent and iQiyi were originally a series of value-added services derived from VIP 's enjoyment of ad-free privileges . The privileges of watching exclusive dramas, documentaries and other film and television dramas are derived from the privileges, and the starting points of the two are different from the beginning.