02/19 SHLIVE丨ONLINE VIDEOS,NOT JUST FOR FUN一键三连！你会为知识短视频买单吗

Welcome to Money Talks，I’m Bai Xuxu / ICS News Anchor

HOT ONLINE VIDEOS - NOT JUST FOR FUN

Want to learn new skills? Instead of googling or signing up for offline courses, an increasing number of young Chinese are now choosing to watch short videos online. These new short videos are not just something trendy - they're transforming how people here engage with information and knowledge. Zhang Shixuan has more.

想学习新技能吗? 如今，越来越多的中国年轻人选择通过观看网络短视频的方式来学习，而不仅仅是网络搜索或报名参加线下课程。这些新兴的短视频不只是流行资讯而已，它们正在改变人们获取信息和知识的方式。请听来自记者张诗旋的报道

26-year-old postgraduate student Su Haotian started up【创立】 his own video account last June, when video platform Bilibili launched a new channel especially for knowledge-sharing content. Su primarily uploads information about popular internet applications once every 2 weeks, and he now has more than 1.2 million followers on the platform.

26岁的研究生苏浩天于去年6月开通了自己的视频账号，当时视频平台“哔哩哔哩”推出了一个专门分享知识内容的新频道。苏浩天账号的主要内容是当下流行的互联网应用相关资讯，每两周上传一次。到现在他的账号已经聚集了120多万粉丝。

Su Haotian, Video Uploader

2月份疫情暴发，全部远程在线学习，在家学习天天对着电脑，对着视频网站觉得这是一个很好的形式，4个月上课学习制作视频。做了一个微信全民软件，那次开始粉丝量播放量数据质的飞跃，涨了40万粉丝。

Last February when the outbreak started, I was learning online through videos, and I thought this was a pretty good idea. So, I spent 4 months learning how to make them.  My breakthrough came when I made a video about WeChat, and my follower numbers shot up by around 400,000.

After just six months on Bilibili, Su was named the platform's outstanding newcomer for 2020. He's got plenty of company. Last year, 100 million users watched knowledge-sharing videos on Bilibili.

落户“哔哩哔哩”仅仅6个月后，苏浩天就被评为2020年“哔哩哔哩”新人奖up主。而他的故事并不是个例——要知道，仅2020年，就有1亿用户在“哔哩哔哩”上观看了知识分享类视频。

Interview：user 用户采访

半年前开始看的，bilibili首页推送，不会主动关注，刷到就看，一个星期一两次。科普，科技、法制

I started to watch knowledge videos half a year ago when I saw the promotional link on the home page. I usually watch once or twice a week. I like technology and law.

Interview：user 用户采访

看了一年多了，就电脑上看，每天都看，10分钟以内的视频都可以

I've been watching the educational videos for more than a year. I watch every day, things around ten minutes long.

Interview：user 用户采访

每天都会看，看了好几年了，15年开始的，这两年科普类视频越来越多了，喜欢长一点，20-30分钟

I've been watching every day since 2015. There's been more educational videos during the past 2 years, and I like the longer ones, 20 or 30 minutes.

Zhang Shixuan, Reporter 记者/张诗璇

Every day in August last year there were 21 million people watching 45-minute educational videos on Bilibili. That was almost a 1.5-fold【1.5倍】 jump from last January. The market is so promising it's no wonder that many other Internet companies are also taking a hard look at it.

去年8月，每天有2100万人在“哔哩哔哩”在线观看长达45分钟的教育类视频。这几乎是去年1月份的1.5倍。这个市场有前景，难怪许多其他互联网公司也纷纷盯上了这块蛋糕。

Last December, Baidu-backed Haokan Video announced an investment of 1 billion yuan to promote knowledge sharing content. Just last month Netease announced it would also spend a billion yuan to start offering video services. Bytedance-owned Xigua Video announced an investment of 2-billion-yuan last October, also to support video creators.

去年12月，百度旗下“好看”视频宣布投资10亿元重点补贴泛知识类创作者。就在上个月，网易宣布将斥资10亿元开始提供视频服务。字节跳动旗下的“西瓜”视频去年10月宣布投资20亿元，同样用于支持视频创作者。

Some mature video up-loaders have been figuring out business models to maintain sustained long-term growth. Having been creating knowledge sharing content on various video platforms for 4 years, Shanghai-based DXCHANNEL now has some 267,000 followers on Bilibili, and began commercializing its offerings with different brands and video platforms just last year. The company is now making four million yuan a year.

一些比较成熟的视频创作者一直在寻找保持长期持续增长的商业模式。4年来，DXCHANNEL一直在各种视频平台上创作知识分享内容，坐标上海的DXCHANNEL目前在“哔哩哔哩”上拥有约26.7万名粉丝，并于去年开始与不同品牌和视频平台合作，开始商业化内容的尝试。这家公司目前年收益400万元。

Lucia Shen, Executive Producer /// DXCHANNEL

We really start the commercialization in our third year. You want to have a very solid content brand so that people understand why this content is valuable to them. And second is really the accumulation of subscribers. Only when you reach a certain level, you are able to commercialize on these contents.

我们真正开始商业化是在第三年。我们希望拥有一个非常稳固的内容品牌，这样人们才明白为什么这些内容对他们来说是有价值的。其次是用户的积累。只有达到一定的数量的用户积累，才能将这些内容商业化。

Experts say, more uploaders are expected to begin following the paid-content model. 

专家表示，预计将有更多的内容创作者选择这种付费内容模式。

Blair Zhang, Research Analyst /// Digital, Media & Finance, Mintel

英敏特数字、媒体与金融研究分析师

Around 40% of consumers represented that they hadn't paid any money for knowledge contents, but they did plan to do so, such as paying for Ximalaya FM, Zhihu, and Tencent Virtual Class. Helping consumers develop skills and hobbies emerges as an opportunity for e-learning【数字化学习】.

约40%的消费者表示，他们从未体验过付费知识内容，但他们确实打算开始尝试——比如为喜马拉雅FM、知乎和腾讯虚拟课堂的内容付费。通过这些内容，帮助消费者发展技能和爱好，这为数字化学习的发展提供了契机。

According to a recent survey conducted by Mintel, 71% of short video viewers pay to improve their skills at difficult work tasks. iResearch says, the revenue of the short video industry reached 14.01 billion yuan in 2018. And it is expected to surpass 55 billion yuan as of last year.

英敏特公司最近进行的一项调查显示，71%的短视频观众在遇到较为困难的工作时，付费为自己提高技能。艾瑞咨询表示，2018年，短视频产业实现收入140.1亿元，而2020年，这一数字预计将超过550亿元。