B站UP主发起停更潮？多人回应

2023-04-03 08:04

近日，“B站UP主发起停更潮”、“近四百万粉丝UP主回应停更潮”等话题冲上热搜，引发了网友热议。

图源：微博

不少B站用户发现，许多自己关注许久的UP主，突然发布了暂时停止更新的视频，并表示短期内不会再上传新的内容。

A slew of vloggers have recently announced they will stop posting content on China's popular short video platform Bilibili due to the unbalanced income and expenditure that has resulted from reduced income from the platform, as well as the impact of AI technology on video production.

突如其来的“停更潮”

4月2日，B站一位拥有近400万粉丝的UP主表示将暂时停更，还不确定什么时候回归。他表示，目前整个团队处于亏损状态，无法养活一个团队，另一方面创作也遇到一些发展瓶颈。

An uploader who has nearly 4 million followers announced on Sunday the suspension of renewal of content on his account and cannot determine the date of resumption of uploading videos, 21jingji.com reported. According to him, he cannot afford to sustain his entire team. On the other hand, the current creativity ability of AI technology is also a blow to original videos.

有UP主表示目前平台激励在逐渐减少，同时短视频冲击也是一部分原因。另一方面，B站原创个人账号数量在逐渐减少，而公司包装的账号数量在逐渐增多，视频制作成本也更低。

“B站的奖励机制今年进行了很大调整。”一位在B站拥有数万粉丝的UP主表示，一条各项数据和去年差别不大的视频内容，B站给到创作者的收益可能只有去年的1/3~1/2。

Another uploader who has tens of thousands of followers on Bilibili said that the platform has made great adjustment to its reward system since this year which led to the decrease of half to two-thirds of uploaders' income compared with last year despite the feedback and influence of videos being almost the same as of those that were uploaded last year.

B站早在2018年就推出了“bilibili创作激励计划”，计划中指出会根据视频播放量、点赞、投币、收藏等数据对视频流量价值进行评估，并按照规则给UP现金奖励。但近年来，随着B站的持续亏损，B站的奖励金额也呈现缩水趋势。

This refers to the creativity incentive plan that Bilibili introduced in January of 2018. According to the plan, the program estimates the traffic value of videos based on their views, likes, collections and other data, and awards uploaders cash according to the rules.

However, due to the continuous loss in income of the video platform in recent years, the incentive amounts of the platform has also continue to decline, media reported.

图源：哔哩哔哩官网网站（简称“B站”）

B站给UP主去年分了91亿

一个不争的事实是，随着B站政策不断调整，UP主近年来获得的视频收益持续减少。但同样值得注意的是，B站发放给UP主的分红数量也在逐年提升。

It is noteworthy that despite uploaders' revenue continuously decreasing due to the adjustment of policies of the video platform over the past years, the total dividend paid by the platform to the uploaders has been increasing year by year.

3月3日，哔哩哔哩（简称“B站”）公布了2022年12月31日年度业绩。当天，“B站去年给UP主分了91亿”冲上了微博热搜。

图源：微博

据报道，B站3月2日发布的2022年财报显示，约91亿的营收都分给了UP主。2022年，B站的营业成本高达180亿元，其中收入分成达91亿元，包括在直播和广告业务中给UP主的激励分成，而这一部分成本同比增长18%。

On March 30, the platform announced its yearly performance as of December 31, 2022 and its dividend of 9.1 billion yuan ($1.32 billion) to its uploaders last year.

此前，海豚投研分析指出，B站拖累利润的是以UP主的激励/分成为主的“收入分享支出”，但这部分支出实际上是维护UP主活跃性的成本，而UP主正是B站拥有独特社区生态的“核心资产”。

净亏损75亿，UP主就分走了91亿。对于2019至2021年期间亏损幅度一直维持在1倍以上的B站而言，要想实现盈亏平衡，控制成本在所难免。

有创作者激励作为B站内容生态重要支撑固然是其独特优势，毕竟良好的收入分成有助于吸引优质内容创作者，由此吸引用户，带来长久效益。但另一方面，如此庞大的支出，意味着降本增收的压力变得沉重起来。

B站董事长兼CEO陈睿表示，今年，整个公司最重要的事就是两件：一是增收减亏；二是DAU（Daily Active User）的健康增长。

其实，B站的控制成本早有迹象。

早在2021年5月，B站对创作激励计划做出了调整，引入了包括播放渠道、用户转化后验证等多种考核指标，同时对不同指标的加权有一定调整。这一调整，实际上就是提高了商业合作的比重，降低了平台激励的权重。

Observers said that Bilibili made adjustment to its incentive plan in May of 2021 which introduced multiple assessment indicators and made certain adjustments to the weighting of different indicators, which resulted in the increases in the weight of commercial cooperation and decreases in the weight of platform incentives, which means it's no longer the quality of the video that determines how much money the uploaders get, but who gets more advertisements.

“停更潮”的说法是否夸张？

不少媒体将此次“停更潮”看作一个危险信号。不仅如此，很多用户也表示震惊。