vegasspinscasino| Station B gave up using playback duration instead of playback volume. Behind trial and error is the eagerness to commercialize.

Interface News reporter | she Xiaochen

Interface News Editor | Song Jiannan

More than a year ago, bilibili decided to show the video playback time index to prove that he was different from other platforms.VegasspinscasinoThe value of. Today, this decision has been abandoned.

The latest situation is that Fang Fang, the person in charge of bilibili's community and product, posted a post through his personal bilibili account in response to UP master "ATest's serious comparison" complaints about bilibili's products, and apologized to all UP owners and users on behalf of bilibili's product team.

As for the previously launched playback time indicator, Fang Fang said that the team had decided to cancel the explicit revision of the playback duration indicator, saying it was too idealistic and confident and did not take into account the acceptance and understanding of the outside world.

However, Fang Fang stressed that in the current recommendation algorithm, the playing time has become a very important statistical factor. He also said that he is discussing and preparing to launch some features, such as blocking blocked accounts in search results, changing sources of manuscripts can be transferred and retained with one click, and screen words can be set on the home page, and so on.

The result is not surprising. A person familiar with the matter told Interface News that bilibili's internal process of exploring this change is very difficult. In addition to the technology and product departments, commercialization also requires multi-party communication with brands, and a lot of data "cannot be given."

A UP host with millions of fans told Interface News that after bilibili gave his team permission to display the playback time in the background, they did not immediately perceive the obvious positive significance of this function, nor did they take the time to study it in depth. Soon after, some UP owners learned that bilibili internally abandoned the implementation of this revision.

Bilibili decided in March last year to try to use the broadcast time instead of the front desk volume display. The background at that time was that the platform was in a time of crisis when it was questioned that the UP master was difficult to realize. Although the number of users of bilibili continues to grow, compared with the huge number of users of short videos, bilibili's playback volume does not have an advantage for brand owners. The duration of the broadcast is considered to be a better indicator of bilibili's commercial value.

Chen Rui, chairman of bilibili and CEO, also said at the anniversary celebration in June 2023, "replacing the number of playback times with more real playback minutes, as the main explicit number of bilibili video, is a more useful reference for users. Whether the content of this video is good enough is worth clicking on."

Judging from the current results, there is still a long way to go between ideal and reality.

In August last year, Interface News exclusively reported that bilibili launched the internal test of the playback duration function, which is open to some UP owners. UP owners participating in the internal test can see the video "playback time index", but it is only displayed in the backstage of the main UP creation center.

At that time, UP, who participated in the internal test, told the interface news that the "playback time index" was still displayed in the background, and the number of the former was several times higher than that of the latter in the data of different videos. However, playback volume is still the mainstream indicator that UP owners and brands care about.

The explicit index of broadcast time is not a product design from the point of view of users, but bilibili really needs to consider the integration between community and commercialization in the past two years.

According to the latest financial report, bilibili's total revenue reached 225 in 2023.Vegasspinscasino30 million yuan, realizing positive operating cash flow for the whole year. The adjusted net loss was 3.4 billion yuan, 49% lower than the same period last year. Chen Rui said on the earnings call that he is confident that profits will become positive in the third quarter of 2024 and begin to make a profit.

As Fang said, if the playing time has become a very important statistical factor, how it will affect the depth and commercial value of the UP main video in the future remains to be discussed.

From the product level, bilibili's attempt ended in failure, but netizens' feedback was relatively positive and supported timely stop-loss. However, from the perspective of corporate management, bilibili also needs to reflect on his strategy and decision-making.

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