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Preface
It's normal to watch dramas and charge members, but projection requires more advanced members, isn't it a bit excessive?
Such a status quo is almost pervasive on almost all video platforms, the last episode is still normal, and the next episode needs "SVIP".
The video platform seems to treat netizens as "leeks", "cutting" one stubble after another.
However, in response to such a phenomenon, someone finally took action!
I don't know if anyone still remembers that the "iQiyi Restricted Screen Projection Case" a year ago also exploded the hot search at that time.
On July 1, 2024, state media reported that the case had finally been hammered down in the first instance after more than a year of trial.
So, what is the outcome of the case? Will the phenomenon of indiscriminate charging on video platforms improve?
7-year-old "old fans" were "backstabbed"
After a busy day of work, when I get home in the evening, I click on a drama I like to chase and cast it on TV or screen, which is comfortable and relaxed.
But unconsciously, you will find that such a pursuit has become a "luxury".
Zhu Yuan, who works in Guangdong, has a deep understanding of this, as a 7-year "old fan" of iQiyi, iQiyi's new adjustment measures can be described as a "backstab" thoroughness.
Zhu Yuan has become an iQiyi member since 2017, and he has been recharging continuously for 5 years during this period, never stopping.
According to him,In the process of using iQiyi,I've always used its projection function,Any definition of projection can be selected。
But from January 11, 2023, he found that iQiyi's projection was restricted.
High-definition projection will definitely bring people a better experience,iQIYI In order to guide more people to recharge"SVIP",The definition of projection is limited to480P。
Zhu Yuan originally didn't have the idea of suing iQiyi, but just communicated with customer service, hoping not to destroy the rights and interests of the first members.
But the result was that the communication with the customer service was fruitless, and he believed that iQIYI's behavior had constituted a breach of contract and should be held responsible, so he sued iQIYI in court.
As soon as this incident came out, it immediately resonated with netizens, because the public had long been complained by iQiyi's "routine" of collecting money indiscriminately.
All of them supported the plaintiff online, hoping that iQIYI would respect the rights and interests of consumers.
In fact, it is not surprising that netizens have such a reaction, because in recent years, the various operations of video platforms have become more and more incomprehensible.
Limiting the number of login devices, membership advertising, price increases, and other behaviors emerge in an endless stream.
Taking iQiyi as an example, some netizens said that its continuous monthly subscription has risen from 15 yuan to 25 yuan.
There are also members are also divided into basic members and gold members, basic members 15 yuan a month, you can't skip ads, if you don't want to watch ads, you can only spend more money to recharge gold members.
But isn't the purpose of the public membership just to not want to see ads?
Therefore, netizens have condemned iQiyi's "cutting leeks" behavior on the Internet.
In the face of the pressure of public opinion and lawsuits, iQiyi issued a notice on February 20, 2023, saying that it will resume unlimited screen casting for members and no longer restrict the types of login devices.
And now, after more than a year of trial, the case has finally made new progress.
The reporter learned from Zhu Yuan that the plaintiff will enjoy the right to unlimited projection before July 15, 2025, and iQiyi will also compensate the plaintiff for 41 days of gold VIP membership time.
To be honest, the membership system itself is a contractual relationship between the platform and consumers, but the iQiyi platform has repeatedly breached the contract.
Zhu Yuan's case is actually not the first time iQIYI has been involved in a lawsuit, in 2019, because of the emergence of "advanced on-demand", iQIYI's image plummeted in the hearts of the public.
(Source: Red Star News July 1, 2024 - 7-year "old fans" went to court, and iQiyi was sentenced to compensate 41 days of gold VIP members)
sued iQIYI for "advanced on-demand".
As one of the well-known video platforms in China, iQIYI's TV series or variety shows have always been deeply liked by people.
Especially in 2019, the online drama "Celebrating More Than Years" was a hit.
Xiaobian believes that there are not a few people who recharge iQiyi members because of "Celebrating More Than Years".
Perhaps it is precisely because of this that iQIYI wants to take this opportunity to "test the waters" of the new adjustment policy, so it has launched a new service, which is "advanced on-demand".
If VIP members want to watch the latest episodes, they need to spend another 50 yuan, and they can watch 6 more episodes than members on the update day.
iQIYI's "advanced on-demand" has attracted other video platforms to imitate it, and they have launched this feature.
Although such an operation can make the video platform more profitable, netizens are full of grievances, and the call for opposition once rushed to the hot search.
Although there are many voices, there are few people who have actually taken measures to resist them, but there are still those who have the courage to stand up.
A well-known lawyer in Shanghai directly sued iQiyi in court with a complaint, arguing that it violated the agreement with members to watch popular dramas first.
After four public hearings, the plaintiff finally defeated the defendant, the advance on-demand was canceled, and the plaintiff was compensated for the loss of 1,500 yuan in notary fees.
Other video platforms have followed suit and eliminated the on-demand feature.
Although the advance on-demand has been canceled, similar operations have not been eliminated, but have reappeared with a different name, such as "super member".
The function of super membership and advanced on-demand is actually very similar, for example, a big hit drama, non-members update one episode a day, and members update two episodes a day, but you find that the last two episodes can still be watched, but the membership level needs to be upgraded to another level.
This means that if you want to unlock more content, you will have to top up your Super Membership.
Netizens really "dare to be angry but dare not speak" about this phenomenon, although they angrily denounced the platform's behavior, but they can't do anything about it, after all, the platform has a long memory this time, and the reform launched has not defaulted.
It's just that for consumers, membership rights have repeatedly declined.
As a consumer, the original intention of buying a membership is to enjoy a better viewing experience, such as removing ads, enjoying high-definition picture quality, and so on.
However, the reality is that even if you are a member, there will still be advertisements, and some advertisements are even inserted in the play, which makes you unguarded and disgusted, but you can't escape.
After a long time, some consumers will feel accustomed to it, but now whether it is a lawyer or Zhu Yuan, we have the right to dare to say "no".
epilogue
The verdict in Zhu Yuan's case is a victory for consumers, and it is also a wake-up call for video platforms.
As a video platform, it should give consumers a better user experience, rather than "backstabbing" again and again.
I hope that major video platforms can realize that platforms that do not respect users are difficult to gain consumer recognition, and it is even more difficult to stabilize for a long time.
If the video platform wants to develop in the long run, it is necessary to listen to the opinions of consumers and establish a reasonable and transparent business model.
At the same time, it is also hoped that in the face of the chaotic membership market, the regulatory authorities can improve their regulatory capabilities, so that those who recharge members feel that they are worth their money.