Video Platforms' Member Rights Adjustment: A Double-Edged Sword
Major Chinese video platforms like Tencent Video are tightening member privileges by reducing simultaneous device playback and login limits, sparking heated discussions about user experience and subscription value.
The video streaming landscape in China is undergoing significant changes as major platforms implement increasingly restrictive membership policies. Tencent Video recently announced that new members subscribing after December 16, 2024, will be limited to one simultaneous device playback, down from two, while total device login limits will decrease from five to three.
This adjustment follows similar moves by industry peers. iQiyi implemented comparable restrictions in November 2024, reducing simultaneous playback from two devices to one for new Gold VIP members. Youku had previously limited mobile device logins to just one device in 2023.
These changes reflect deeper industry challenges. Video platforms face mounting content production costs and bandwidth expenses while struggling to maintain profitability despite employing both subscription and advertising revenue models. The platforms' strategy of segmenting membership tiers while reducing basic member benefits has drawn criticism for creating artificial barriers to normal viewing habits.
Many users express frustration with what they perceive as deteriorating service quality despite steady or increasing subscription fees. The platforms' approach of showing more advertisements while cutting member privileges has led some users to question the value proposition of paid memberships. A particularly contentious point is the impact on families, who may now need multiple subscriptions to accommodate simultaneous viewing on different devices.
The situation highlights a fundamental tension in the streaming industry. While platforms need sustainable revenue models to fund content creation and infrastructure, their current approach risks alienating loyal customers. Some users report that third-party streaming options now offer superior viewing experiences with fewer restrictions, challenging the platforms' ability to retain subscribers.
Platform financial reports suggest these policies may be backfiring. For instance, Tencent Video saw its membership base decline from 117 million in Q2 to 116 million in Q3, indicating potential subscriber fatigue with service restrictions. The broader trend of membership privilege reductions across major platforms suggests an industry-wide strategy that may ultimately prove counterproductive to long-term growth and customer loyalty.