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Against the tide, Apple and Disney streaming did not choose to “release”

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Editor’s Note: This article is from WeChat public account “DoNews” (ID: ilovedonews), author He Wei, 36氪 authorized to reprint.Streaming media ushered in two heavy players in November: one is in the hardware field, the revenue has gradually approached the ceiling, and it is determined to enter the content field of Apple, online Apple TV+, the platform has been online several Apple-original dramasThe other is Disney, which has many heavyweight IPs such as Star Wars and Marvel. Its first online content is also related to the derivative series developed by these old IP.The two media outlets are different in nature and their styles are naturally different, but the two have made a common decision: the content viewed on the two streaming media will not choose the strategy of “singing out one breath”.Instead, I chose “weekly broadcast” like a TV station.At this point, there are two completely different modes of streaming content, one is to emulate the TV mode of the weekly broadcast system (but not necessarily an episode, such as Apple TV+ will release their episodes out of three episodes)The other is a one-time release of Netflix and Amazon.A few years ago, when Netflix launched the “House of Cards”, it chose a strategy of all the episodes on the line. It turns out that this communication strategy has made this politically thrilling drama series that has been heavily invested in it a huge amount of traffic and a good reputation.According to the survey data, when the “House of Cards” was launched in the second quarter, about 670,000 viewers watched all the episodes at once.This broadcast strategy was unprecedented at the time.However, there are potential risks behind the beautiful data, because not all the episodes have the luxury lineup and the hard play of the “House of Cards” in the past (not to mention the bad endings behind).The episodes aired on Netflix have a very distinctive feature: high-quality episodes of word-of-mouth explosions, often in the film-rated website to harvest 90 or so high scores, in addition to “card house”,The supernatural drama “The Strange Story” and the high-scoring mini-drama such as “Unbelievable” launched this year; however, those mediocre and even the poorest episodes are on the line, and at the same time they will receive a 30-40 score.When the episode is good enough, the strategy of releasing it at one breath is a good medicine. When the episode goes to the opposite side, the release will make the show fall into a “fatal moment”: the first audience who watched the episode, the audienceThe scoring records will be recorded truthfully. The audience has never been a “media”. Sometimes they may score low because the ending is not satisfactory, or they will score low because the episode is too slow.Of course, if the quality of this episode is really hard, then the audience will naturally not be merciless.In contrast, the weekly broadcast system comes with a filtering mechanism.No viewers can watch the episode in advance, and those who are willing to follow up on the next episode of the week are often the ones already attracted to the show.In the weekly broadcast mode, the follow-up audience has obviously become a “fan” of the show. After all, the audience is not a film critic, they will not hold their noses to see the episodes they don’t want to watch.The audience of course wants to “satisfy one time”, but don’t forget that the audience of the drama also has rich emotional needs, such as establishing and maintaining long-lasting emotions with the characters in the drama.And this is another benefit of the weekly broadcast system. It knows how to slowly cultivate the patience and empathy of the audience. It is like people making friends in the real world: a friend you just met, even if you talk to him.After a night, no longer see you, you won’t think that you are exchanging sincere friends; but if you meet regularly every other week, talk for a while, form a law, reach a kind of tacit understanding, you will reallyChoose to identify with it and look at things from its perspective.If you look closely, you can see that the hundreds of episodes that have been broadcasted over the years have been renewed for the long-term success. It is not necessarily because of the quality guarantee. It is because it has been supported.Its audience reached an emotional deep connection through time.Some people will say that this is actually determined by the broadcast mechanism of the TV era. TV stations need advertisements to maintain their income. Therefore, when viewers watch a TV series, the producers of the series will provide a summary of the situation at the beginning.Playing ads midway will leave suspense at the end – which of course limits those more ambitious episodes.However, after the emergence of cable TV stations such as HBO, AMC, in fact, this has long been resolved.The episode master can explore the theme of more intensive and serious dramas without the restrictions of advertisers.However, this is actually not the originality of the TV station. In the teahouse culture culture in China, we have witnessed the variant mode of Zhou Bo in the serial of Victorian newspapers and novels.No matter which audience of the era, regardless of the audience under the technical carrier, the change is far more than the change.(The cover image is from Unsplash).