The increase in broadcasting fees for the London Olympics has led most websites to abandon live streaming.

With the opening of the London Olympics approaching, the marketing battle among domestic video websites is intensifying. Unlike other events, the broadcasting rights for the Olympics are particularly expensive, and most video platforms are deterred by the high Olympic live broadcast rights fees charged by CNTV (China Network Television). On July 9, reporters learned from Sohu that they have purchased the Olympic live broadcast rights, while other video platforms are mainly sending self-produced programs to cover the Olympics.
　　
     The broadcasting fee has increased by 10 million, and most websites have given up on live streaming.
　　
In recent years, major comprehensive sports events have increasingly attracted internet users, leading to intensified competition among video websites for related broadcasting rights. The London Olympics, as the grandest sports event of 2012, naturally garnered significant attention. However, in this competition, due to platform restrictions, websites had to rely on CCTV and CNTV for distributing the rights. Last year, CNTV announced that it would no longer sell live and on-demand rights for new media coverage of the 2012 London Olympics to other portals and video websites. Although they have "relented" this year, the copyright fees have risen considerably compared to the previous Olympics.
　　
According to industry insiders, CNTV's distribution plan for the new media broadcasting rights of the London Olympics is divided into three categories: Category A broadcasting is priced at 55 million yuan (mainly including live broadcasts + on-demand + CCTV programs), Category B at 35 million yuan (live plus on-demand), and Category C at 28 million yuan (on-demand). In comparison, the Category A price for the previous Olympic Games was approximately 45 million yuan, an increase of 10 million yuan.
　　
The high costs have deterred many websites. A staff member from a video streaming site stated that 55 million yuan is equivalent to five times the annual copyright cooperation price with all mainstream TV stations, while 35 million yuan corresponds to the copyright fees for all TV dramas during prime time on top-tier channels. "Moreover, during the Olympics, advertisers may focus more on placing ads with TV stations, making it less cost-effective for video websites to purchase broadcasting rights." So far, only the "deep-pocketed" Sohu and NetEase have secured the broadcasting rights. A relevant person from Sohu stated in an interview on July 9 that they obtained video content from CNTV, including the opening and closing ceremonies of the London Olympics, all Olympic competition videos, and the flagship program "Olympic Wind and Cloud Conference" from CCTV. For overseas coverage of this Olympic Games, Sohu is taking a more proactive approach, deploying hundreds of editors and multiple allied teams to operate on various fronts.