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published in(发表于) 2016/6/8 9:32:56
China online video scalping Insider: 40 million hits as long as 300 yuan

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China online video scalping Insider: 40 million hits as long as 300 yuan-network video, scalping-IT information

New start is often associated with the savage chaotic period of growth, such as video. If box office measurement markets high and low, ratings television market is cold, and network video is a Visual indicator of whether popular hits. See the video click on the authenticity of data by the public exactly how? And how many hits is by "scalping" brush up? Maybe a lot of people do not understand these issues.


Taobao often reflect the supply and demand status of an industry. On June 6, the daily economic news reporter in Taobao enter "video hits" keyword search find video brush hits demand, have to employ many Taobao shop.

Even more surprising was, when reporters began to Taobao shop, network Director, data detection, investor video link practitioners ask whether there is a video of scalping when they not only have to get used to not blame, also asked reporters: "now there is no brush video? ”

One store owner told reporters, as a broadcast platform, the video site that provides data to an audience has taken part in the brush hits, "video websites know click on the brush, is the default, or there won't be in our market. ”

However, the brush hits video website platform, reporters interviewed a number of major video sites, and have not received a clear reply. "We can't answer the question, nor can we answer, we cannot stand for this. "A video site insider said.

Brush hits become the hot goods

In an era of audience into scarcity of attention, film and television drama broadcast data were mixed, and touches the heart. And when the data becomes can anyone blow soap bubbles, a is a grey area, business has appeared.

Open the Taobao search "video hits", "product" up to 7 pages. Reporter for the daily news noted that a December 2012 to complete PayPal personal certificate stores, business is doing promotion for SINA weibo, when video site after the fire, the store added a "baby"-brush video hits.

According to reporter roughly turnover ranked most stores completed in 2015, registered and certified monthly turnover less the dozens of single, more than five thousand or six thousand. Brushing process has become highly programmed. A "** shop" and "product introduction", said just after the "contact the owner, number of links, tracking, task completion" four steps, you can complete the video brush can be described as "easy and quick".

Subsequently, the reporters to contact the identity of the "** shop" shop. Shopkeepers said, according to the needs the number of brush had a total price, and then sent to brush video link can be. Reporter sent to the owner of a TV video links, in order to show reporters their brush technology, the shopkeeper offered brush 20,000 hits for free. After 4 minutes, the video below shows number of 41.02 million increase to 41.07 million.

The shopkeeper gave evidence saying, 22,000 of which are his. "Want to play a big, 300 yuan, can help you to give this video 40 million plays. "The owner further indicated, brush 40 million, just 1 day, doubling the total amount of playback directly.

"To brush as much is OK, as long as the video is not illegal, are not off the shelf. "This is the interview process, a number of stores has reason to show the journalists rest assured that brush.

Price lists from several stores, reporters saw brush business almost cover all the popular video platforms now. Each platform pricing is also very different, such as in the same store, youku and b standing offers are generally high, and mango TV video and Tencent offers a lower. For this, the store explained, "youku crackdown had been, now technology has stabilised, prices, volume control, and up to 1 million per day. ”

In fact, price reflects to some extent the video platform is the ease with which brush. Programmer Xiao June told the business daily reporter, brush and play principle, continue to automatically replace the IP is a proxy server, a communication protocol is written script tool forge, "in short is cheating video server platform, platform that has seen hundreds of thousands of different computer Web pages, video". Stores also said the video platform to play hits, different statistical methods, you need to make different brush techniques according to each platform.

Video platform default scalping

In fact, network video scalping has become an open secret in the industry, and it is not a minority practice, even some with viewing the strength of films to scalping.

"There is a very good TV show, according to our statistics, the total of up to 500 million or 600 million hits every day, compared to less than 700 million Internet users, the traffic data is a bit of an exaggeration? "A network drama analysts who declined to be named told the business daily reporters," 1 ~ February scalping is particularly severe this year, before we crawl every day hits the top 20 network drama found that less than half are brushing up. ”

A network drama Director also admitted that video scalping case is very common, "for producers, this approach is very simple, time and money cost is not high, and everyone else is doing, doing almost no harm, no reason not to do it. ”

Video content in the flow been altered, it is not difficult to identify. Many people in the industry said, "to know at a glance. "According to analysis network data platform guduo reports in the media, a network drama play index growth curve should gradually rose from 7 in the morning, reaches a peak at around 13, 21 reached throughout the day at around the highest peak. If there is a brush, play graph, no rules to follow, sudden surge like ECG, and often occur in the early morning peak time.

"Teach you how to identify which network drama really billions of hits, if your micro-blog focused on more than 300 people on Twitter if you haven't seen this series at a glance, its billions of clicks is highly questionable. "On the one original video photographer know says," whenever there is own network show click on the billions of dollars, but none of you friends know, then this series of hits mostly brush out. ”

Since fraud tricks are so easy to be found out, and can't video platform tell? Reporters asked a number of brush Taobao shops also were told that as long as the brush will make in total play time, not natural growth curve. When a reporter asked brush when the platform will not be found, the store straightforward answers: Yes!

Despite the video scalp flaws so obvious, but the brush did not seem to worry about. "Now there is no brush video? "A store asked a reporter," the official is known in the brush, he is the default, "even the video platform investment work in the brushed," or has never had this brush of the market ".

Taobao sellers claimed that video sites not only acquiesced video scalps, even network television dramas directing, film investors think so. "Video sites are anti-scalping system and the measures it will take, not so much the scalping of, and does not prohibit the. Platform on his show, not sure whether some more. "Said network Director said.

Absence of network video supervision

Scalping's motives, many practitioners believe that interests of peace have done it impulse.

One participation had times network drama of investors to daily economic news reporter introduced has a commercial mode: tablets party and advertising business signed has click volume of on bet agreement, if click volume finished not words, tablets party may loss huge of economic interests, "and platform also hope data looks, many audience zhiqian on a network video not willing to see, but found it click volume high has, on may willing to seems. Therefore, parties, platforms, all larger bubble. ”

Insiders told reporters a video site with all due respect, brush hits the "industrial chain", in essence is to create exposure effect, bringing about more real users, or get recognized by investors.

Then, brush hits means really make investors cheated you? Former network Director said: "brush hits and stole the box office is one thing, it is self-deception. Industry will not only hits as investment criteria, film quality and effective watch, topic activity, user feedback, good or bad, are judged. ”

"Investors are also less likely to be fooled. "The investors said," now show us to focus more on trends and sustainable development. Single clicks of a city not so much attention, more concerned the team the past few years or even more than 10 years of growth indicators, such as teams, the quality of work, position, etc. ”

Directed and produced many investors, net play, brush hits and Navy, hype, movie party purchases at the box office, becoming a blurred gray zone between fraud and marketing.

But one network produced the play admits that industry data and mirrors, for the novice or cross-border investors, rush does not see, tuition bills and falling down.

Just exactly who will monitor the Web video hits? As publishers of video sites who will monitor data? When asked about these issues, many people in the industry but, in theory, supervised supervised advertisers, investors will be more objective, but the ability is not enough.

Even more worrying is that advertising and investors seems to be not in false high hits the collective behavior of keeping and watchful attitude. In the financial capital, cross-border capital inflows of the film and television industry today, film box office, film hits have become capital for a way of telling stories on the secondary market. So, the investor also has the power to fire high data and inflated data led to a false prosperity may ultimately paid for by unsuspecting ordinary investors.

"This case high, or difficult to solve in a short time. "An analysis of the industry said," because the industry in the fast-growing, who also does not want to douse the enthusiasm. ”

Reporters watch: most people do so does not mean that is the

Did something wrong as a child by his parents when, often moved out of a Word as a shield, that is, "other kids do. "Grow up after the discovery, this" we all do, so I do, I do it right, "" the logic of God "has always been there.

Network video hits scalping during the interview, the reporter surprised the universality of this high in the industry, more surprised of the practitioners of this phenomenon does not matter. "Everybody is doing it" is the first reason they gave.

A network drama Director told reporters, standing in the normal human thinking to think, to do no harm, but everyone else is doing, why not do it?

Everyone else is doing, if you don't do it, maybe even to suffer. As one investor said, for example, a play and advertising hits the VAM was signed, prior to broadcast advertising give part of the money, the balance depending on the traffic situation in future settlement, "the result didn't finish the play betting hits, a significant revenue loss and regret like hell, I knew to get hits. ”

We all do, but also because of its low cost, 40 million hits 300 yuan to brush out. Although there is video site insiders have told reporters they have "anti-scalping" mechanism to ensure their data platform is real, but many businesses have said it was because the video site's acquiescence, only their "brush hits" industries exist.

If businesses say this is to sell products, so many parties, investors also believe that video site hits the ambiguous attitude high, and how to explain? Pressed by reporters over video insider, they either ignore or that not easy to evaluate.

Practitioners on the brush hits the second reason is "it does not have a fundamental impact on the industry, that is," fool to people in the industry ". "Doing so simply because it hopes to increase exposure, or data read out of finding a good investor. In fact a lot of excellent content, the investor will not only look at clicks, user feedback and other factors will become an important reference. Therefore, this behavior does not affect real quality content for the audience approval. "They said.

However, this truth always think that sounds weird, because investors do not easily fooled, so click on the data there is no fraud. When all work together to help make a bubble gets bigger with default data when rules are not transparent, not real, it really didn't hurt to the industry?

They also comfort a reporter, "do not have to worry too much, regulated market, this will be good. "This is the brush hits no third reason.

Indeed, market regulation is strong, but also when there is failure, motivated by market participants very hot when fired, not far from the bubble burst.


中国网络视频刷单内幕:4000万点击只要300元 - 网络视频,刷单 - IT资讯

新生事物的起步常伴随着混沌期的野蛮生长,比如网络视频行业。如果说票房测量电影市场的高低,收视率检验电视市场的冷暖,那么反映网络视频是否受欢迎的一个直观指标就是点击量了。公众所看到的视频点击量数据真实性到底如何?又有多少点击量是靠“刷单”刷出来的?这些问题或许很多人并不了解。


淘宝常常能反映出一个产业的供需现状。6月6日,《每日经济新闻》记者在淘宝输入“视频点击量”等关键词搜索发现,视频刷点击量的需求,已经养活了不少淘宝店家。

更令人诧异的是,当记者向淘宝店家、网剧导演、数据检测方、投资人等网络视频行业各个环节的从业者询问是否存在视频刷单现象时,他们不仅表现得见惯不怪,还反问记者:“现在还有不刷的视频吗?”

一位店家向记者透露,作为播出平台、向受众提供数据的视频网站也有参与刷点击量,“视频网站是知道片方在刷点击量的,是默认的,要不也不会有我们这个市场。”

不过,就视频网站平台刷点击量的现象,记者采访多家大型视频网站,均未得到明确回复。“这个问题我们不能回答,也没法回答,对此我们不能表态。”一位视频网站内部人士称。

●刷点击量渐成热销品

在观众注意力变成稀缺资源的时代,影视剧播出数据的涨跌,牵动着片方的心。而当数据变成可以任人吹大的肥皂泡沫时,一门处于灰色地带的生意悄然出现。

打开淘宝搜索“视频点击量”,相关“产品”多达7页。《每日经济新闻》记者注意到,一家2012年12月就完成支付宝个人认证的店家,此前的业务是给新浪微博做推广,当视频网站红火后,店里增加了一个“宝贝”——刷视频点击量。

据记者粗略统计,成交量排名靠前的店家多数在2015年完成注册认证,每月的成交量少则几十单,多则五六千单。至于刷量的流程,已经高度程序化。一家“**小店”的“商品介绍”中称,只要经过“联系店主、提供链接、跟踪数量、任务完成”四个步骤,就可完成视频刷量,可谓“简单、快捷”。

随后,记者以片方的身份联系了该“**小店”的店主。店主表示,按需要刷的数量拍得总价,然后发去要刷的视频链接就可以了。记者向店主发去了一部电视剧视频的链接,为了给记者展示其刷量的技术,该店主提出免费帮刷2万点击量。短短4分钟,该视频下方显示的播放次数从4102万增加到4107万。

该店主给出证据称,其中2.2万是他刷的。“要不玩个大的,给300元,可以帮你给这个视频刷4000万播放量。”店主进一步表示,刷4000万,只需1天时间,可以让总播放量直接翻倍。

“想刷多少都行,只要视频不违法,都不会被下架。”这是采访过程中,多位店家一再给出让记者放心刷量的理由。

在几个店家发来的价目表中,记者看到,刷量业务几乎覆盖了当下所有热门视频平台。各个平台价格也参差不齐,比如在同一家店铺中,优酷和B站的报价通常较高,而芒果TV和腾讯视频的报价较低。对于此现象,店家解释称,“优酷曾经严打过,现在技术稳定下来后,价格涨了,量也控制了,每天最多100万。”

其实,价格的高低一定程度上反映了各视频平台刷量的难易程度。程序员小军告诉《每日经济新闻》记者,刷播放量的技术原理,一种是用代理服务器不断自动更换IP,一种是用工具写脚本伪造通信协议,“总之就是欺骗视频平台的服务器,让平台以为有几十万个不同的电脑看过网页、点过视频”。店家亦表示,各视频平台对点击量、播放量的统计方法不同,需要根据各个平台制定不同的刷量技术。

●视频平台默认刷单现象

实际上,网络视频刷单已经成为行业里公开的秘密,而且这已不是少数派的做法,就连一些原本就具备收视实力的影视作品也要刷单。

“有部口碑很好的电视剧,据我们统计,它每天的总点击量可达五六亿,而全国的网民不到7亿,这个点击量数据是不是有点夸张?”一位不愿具名的网剧分析师对《每日经济新闻》记者表示,“今年1~2月份刷单现象特别严重,我们日常抓取前点击量前20名的网剧分析发现,有一小半都是刷上去的。”

一位网剧导演亦坦言,视频刷单的情况真的非常普遍,“对于制作方来说,这种方式很简单,时间和金钱成本不高,而且大家都在做,做了又几乎没有坏处,没有理由不去做。”

在流量方面做过手脚的视频内容,其实也不难识别。不少业内人士表示,“一看就能知道。”据网剧数据分析营销平台骨朵传媒的报道,一部网络剧正常播放量指数增长曲线,应该从早上7点逐渐上扬,13点左右达到一个峰值,21点左右达到全天最高峰。一旦出现刷量,播放量的曲线图则无规律可循,像心电图般突然出现数量激增,而且每日的峰值时间常常出现在凌晨。

“教你甄别哪些网络剧点击量真过亿的方法,如果你的微博关注了超过300个人,如果在你微博上一眼都没看到过这部网络剧,其过亿的点击就极其可疑。”一位原创视频拍摄者在知乎上说,“但凡有称自个儿的网络剧点击过亿,可是你身边的小伙伴没一个知道的,那么这部网络剧的点击率多半是刷出来的。”

既然作假的把戏这么容易被揭穿,难道视频播放平台看不出来?记者询问多位淘宝刷量的店家也均被告知,只要是刷量就会让播放量短时间激增,没法呈现自然增长曲线。当记者问刷了会不会被平台发现时,店家直截了当答道:会!

尽管视频刷单量破绽如此明显,但刷量者似乎并不担心。“现在还有不刷的视频吗?”一位店家反问记者,“官方是知道在刷的,他是默认的,”连视频平台自己投资的作品也在刷,“要不也不会有这个刷量的市场”。

不仅是淘宝卖家宣称视频网站默许视频刷单,就连网剧影视剧导演、影视投资人也这么认为。“视频网站基本都会采取反刷单的机制和措施,对不那么过分的刷单情况,并不会禁止。至于平台自己投的剧,有的就更说不清了。”前述网剧导演说道。

●网络视频数据监管缺位

至于刷单的动机,不少从业者认为,片方和平台都有做这件事情的利益冲动。

一位参与过多次网剧的投资人向《每日经济新闻》记者介绍了一种商业模式:片方与广告商签了点击量的对赌协议,如果点击量完不成的话,片方可能损失巨大的经济利益,“而平台也希望数据好看,很多观众之前对一个网络视频不愿意看,但发现它点击量高了,就可能愿意看来。所以,片方、平台大家一起把泡沫越吹越大。”

一家视频网站内部人士对记者直言,刷点击量的“产业链”,本质上是希望制造出内容曝光的效果,用于带动更多的真实用户,或者获取内容投资方的认可。

那么,刷点击量的手段,真的能让投资方上当吗?前述网络剧导演说:“刷点击量和偷票房是一个道理,都是自欺欺人。业内人士并不会把点击量当做唯一的投资标准,影片的品质、有效观看量、话题活跃度、用户的反馈好坏等都是评判因素。”

“投资人也没那么容易被蒙骗。”上述投资人表示,“现在投资一部剧我们更重视趋势性的、可持续的发展。对单一点击量的高低不会过多关注,更加关注的是这个团队过去几年甚至10多年来的成长指标,如团队的能力、作品的质量、行业地位等。”

在多位投资人、网剧导演和出品方看来,刷点击量已经和找水军、炒作、电影片方自购票房一样,成为一个在造假与营销之间模糊不清的灰色地带。

不过一位网剧出品方也承认,行业数据雾里看花,对新手或跨界的投资者来讲,贸然进来确实会看不清、交学费、跌跟头。

那么到底谁来监管网络视频的点击量?作为数据发布方的视频网站的数据又由谁来监控?当被问到这些问题时,多位业内人士表现出无奈,理论上说,广告商来监管、投资方来监管会更客观,但他们的监管能力又不够。

更令人担忧的是,广告方和投资方似乎也无法在点击量虚高的集体行为中保持监督和警惕的姿态。在金融资本、跨界资本大量涌入影视行业的今天,影视票房、影视点击量已然成为资本用于在二级市场讲故事的一种方式。所以,投资方也有动力去炒高数据,而虚高数据催生出的虚假繁荣,最后可能由不知情的普通投资者买单。

“这种虚高的情况,短时间内或难以解决。”一位业内人士分析称,“因为,这个行业在快速发展,谁也不希望浇灭热情。”

记者观察:大多数人都这样做并不意味着就是对的

小时候做错事被父母教育时,常常把一句话搬出来当挡箭牌,即“别的小朋友都这么做。”长大后才发现,原来这种“大家都这么做,所以我也这么做,所以我这么做没错”的“神逻辑”一直存在。

在采访网络视频点击量刷单的过程中,记者诧异这种数据虚高在行业中的普遍性,更惊讶从业者对这一现象表现出的无所谓。而“大家都这么做”是他们给出的第一个理由。

一位网络剧导演告诉记者,站在正常人的思维去想,这样做没有什么坏处,而且大家都在做,为何不做?

大家都在做,如果你不做的话,说不定还要吃亏。就像一位投资人举例所说,一部剧和广告植入方签了点击量对赌协议,播出前广告方先给片方一部分钱,余款视点击量情况再结算,“结果该剧没完成点击量对赌,损失了一大笔收入,后悔得要命,早知道就去买点击量了。”

大家都这么做,还因为其成本很低,4000万点击量300元就能刷出来。虽然有视频网站内部人士向记者表示他们有“反刷单”机制,保证自己平台的数据是真实的,但多位商家都表示正因为视频网站的默许,才有他们这个“刷点击量”行业的存在。

如果说商家这样讲是为了销售产品的话,那么多位片方、投资人也认为视频网站对点击量虚高的态度暧昧,又该怎样解释?记者追问多家视频网站内部人士,他们要么置之不理,要么说不方便评价。

从业者们对刷点击量现象不以为然的第二个理由,是“这种做法不会对行业造成根本影响,即“骗不到业内人士”。“这么做无非是希望增加曝光度,或者让数据好看点好拿出去找投资方。事实上很多优秀的内容,投资方不会只看点击量,用户的反馈好坏等因素都会成为重要参考。所以,这种行为不会在根本上影响真正有质量的内容获得观众认可。”他们如是说。

不过,这个道理总觉得听起来怪怪的,因为投资方不轻易被骗到,所以点击量数据造假也就无所谓。当所有人一起帮忙把一个泡沫越吹越大,一起默认行业的数据规则不透明、不真实时,难道真的对这个产业没有伤害?

他们还安慰记者,“不必太过担心,市场来调控,慢慢会好的。”这是刷点击量无所谓的第三个理由。

诚然,市场的调节是有力的,但市场的手也有失效的时候,利益驱使市场参与者把行业炒得很热的时候,离泡沫破裂就不远了。






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