拿下国足比赛，“喜单”爆火出圈，爱奇艺业绩还是下滑了

第一财经11-21 18:48

对长视频行业而言，第三季度因为包含暑期档利好，叠加巴黎奥运会，往往被视作是一年中的旺季。为了抓住这一黄金期，各家通常会集中在这一时期推出高质量、高关注度的剧集、综艺等，以吸引和留住用户。但今年第三季度，爱奇艺、芒果超媒等长视频披露的业绩显示，多项数据下滑明显，行业旺季不旺。　　11月21日，爱奇艺发布的财报显示，第三季度总收入72亿元，同比下降10%。归属于爱奇艺的净利润为2.294亿元，而...

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declined","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89888":0.6,"IQ":1},"content_text":"对长视频行业而言，第三季度因为包含暑期档利好，叠加巴黎奥运会，往往被视作是一年中的旺季。为了抓住这一黄金期，各家通常会集中在这一时期推出高质量、高关注度的剧集、综艺等，以吸引和留住用户。但今年第三季度，爱奇艺、芒果超媒等长视频披露的业绩显示，多项数据下滑明显，行业旺季不旺。　　11月21日，爱奇艺发布的财报显示，第三季度总收入72亿元，同比下降10%。归属于爱奇艺的净利润为2.294亿元，而2023年同期净利润为4.759亿元。不按美国通用会计准则，归属于爱奇艺的净利润为4.798亿元，而2023年同期净利润为6.221亿元。　　上月芒果超媒发布2024年三季度报告显示，公司第三季度收入33.18亿元，同比下滑7.14%，归母净利润3.80亿元，同比下降27.41%。芒果超媒称业绩受到企业所得税优惠政策变化的影响。　　第三季度，在剧集领域，爱奇艺云合市占率重回第一，《唐朝诡事录之西行》成为爱奇艺第14部内容热度值破万剧集，IP延展至线下，并且第三季已开拍；网综方面有口碑综艺《喜剧之王单口季》；围绕体育，爱奇艺还买下国足比赛并进行了收费直播，一度引发争议。但这些内容并未有力地拉动爱奇艺该季度的会员与广告收入。　　从爱奇艺财报看，第三季度会员服务收入为44亿元（6.221亿美元），同比下降13%；在线广告服务收入为13亿元，同比下降20%；内容分销收入为8.14亿元，同比增长52%；其他收入为7.288亿元，同比下降8%。　　成本方面，第三季度爱奇艺总成本为56亿元，同比下降3%。其中，内容成本为40亿元，当季销售及管理费用、研发费用分别为9.1亿元和4.5亿元。　　利润和流动性方面，Non-GAAP标准下，第三季度爱奇艺运营利润为3.7亿元，运营利润率为5%。　　一位视频从业人士对第一财经记者分析，在长视频行业订阅会员数跨过亿级门槛之后，接下来很难再有高速增长，而会员服务收入的多少，往往与该季度平台爆款剧数量的多少呈正相关。尤其在短视频争抢用户时间以及短剧内容迎来爆发的背景下，说明长视频的用户已经被分流。　　尤其是对于订阅会员的收费变化，长视频平台的每一次调整都极易引发用户的讨论。不久前，爱奇艺发布的公告显示，自11月12日起，该平台将推出黄金VIP会员亲情卡服务，这一举措一定程度上打击了低价倒卖平台会员的网络黑产行为，但公告发布后，有网友吐槽称，视频平台的会员权益一直在收缩，越来越不划算。　　与此同时，长视频行业的广告市场面临增长乏力的挑战，且在三季度出现了下滑趋势。这一变化与广告主营销策略的调整密切相关。　　此前QuestMobile发布的《2024中国移动互联网秋季大报告》显示，今年第三季度，品牌方的营销策略正在向销售型营销渠道集中。从投放数据来看，这一转变尤为明显。在品牌方投放费用排名前15名的媒介平台中，淘宝和抖音占比均超过20%，微信和快手紧随其后，而优酷、爱奇艺、腾讯视频、芒果TV的投放占比均低于5%，处于后位。　　如何保证持续产出优质、爆款的内容，优化会员服务、提升用户体验，以及拓展电商、游戏、线下等多元化的盈利体系，成为长视频面临的长期考验。　　从爱奇艺高管最新表态来看，在内容领域，爱奇艺已经开始发力“微短剧”。今日爱奇艺创始人、首席执行官龚宇表示，爱奇艺近期对内容供给和服务做了策略升级，将备受关注的微短剧纳入内容组合使其成为长视频的有效补充，并推出了满足家庭娱乐需求的亲情卡套餐，服务于用户不断变化的娱乐需求。　　爱奇艺首席财务官汪骏也表示，目标是通过优化长视频和纳入微短剧来提升内容吸引力。　　当季爱奇艺运营现金流为2.4亿元。截至2024年9月30日，爱奇艺现金余额（包括现金、现金等价物、短期投资，以及预付及其他资产中的长期受限资金）总计47亿元。（文章来源：第一财经）","kind":null,"is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"-1","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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