Mango TV Limits Simultaneous Device Usage for New Members, Introduces VIP Family Membership Plan

Mango TV also introduced a new VIP family membership plan, allowing the primary account holder to share their VIP benefits with a secondary account, known as the "intimate account." Each of these accounts will have independent login credentials and viewing histories, ensuring that their usage does not interfere with each other. This move aims to cater to members who wish to share their accounts with family or friends, providing a more flexible viewing experience.

The change comes as Mango TV continues to navigate the competitive Chinese streaming market, where other major players like iQIYI, Tencent Video, and Bilibili have also adjusted their membership policies regarding device usage. As of the end of 2024, Mango TV had over 73.31 million effective members, with its annual membership revenue surpassing 5 billion yuan for the first time, representing an increase of over 18% year-on-year. However, the company faces challenges, including a significant decline in net profit in 2024.

This adjustment in policy reflects the ongoing evolution of the streaming industry, where companies are constantly seeking to balance user experience with revenue growth. By introducing tiered membership plans and adjusting device usage limits, Mango TV aims to appeal to a broader audience while managing its costs and revenue streams. The introduction of the VIP family membership plan is particularly noteworthy, as it reflects a growing trend towards shared viewing experiences and the need for streaming platforms to adapt to changing consumer behaviors.

The recent move by Mango TV follows similar actions by other major platforms in China. For instance, iQIYI updated its service agreement in November 2024, limiting new golden members to playing content on only one device, while existing members could continue to use two devices. The platform's white gold VIP members can use two devices simultaneously, and star diamond VIP members can use up to three devices. All VIP members can log in on up to five terminals. Tencent Video also introduced limitations, stipulating that VIP members who subscribed after December 16, 2024, can only log in on three devices cumulatively and play content on one device at a time. Existing users who maintain their subscriptions can still enjoy logging in on up to five devices and playing content on two devices simultaneously. Bilibili updated its premium membership terms in January, adding a new usage limit that restricts users to using their membership services on no more than two terminal devices at the same time, with an additional limit of supporting membership services on no more than two devices within a 24-hour period on mobile phones.

This trend of limiting device usage for streaming services signals a shift towards more controlled and potentially revenue-focused strategies in the Chinese digital entertainment industry. The adjustments reflect a broader industry shift towards more controlled and personalized membership offerings. For instance, iQIYI adjusted its policy last November, limiting new gold members to one device playback, down from two, while maintaining the ability to log in on five devices. Similarly, Tencent Video changed its policy in December, allowing new VIP members to log in on three devices and play back on only one device at a time. Bilibili adjusted its membership benefits in January, limiting the use of its services on two terminals at the same time and supporting the use on two devices within 24 hours on the mobile end.

These changes indicate that streaming platforms are rethinking their strategies to balance revenue goals with user convenience and piracy concerns. By limiting the number of devices that can use a single account simultaneously, platforms aim to encourage more users to purchase individual memberships, potentially increasing revenue. This shift also highlights the platforms' efforts to combat account sharing, a common practice that can significantly impact their profitability. Furthermore, the introduction of "intimate member" or similar services, where a primary account holder can purchase additional, independent accounts for family members or friends at a discounted rate, represents a nuanced approach to membership models. This strategy not only caters to the diverse needs of users but also provides an additional revenue stream for the platforms.

The recent adjustment by Mango TV has sparked a mixed response among its user base. This change affects how users can consume content, potentially altering their viewing habits and loyalty to the platform. Users have reacted diversely to this adjustment. On one hand, some users have expressed understanding, recognizing the need for such measures to ensure the platform's sustainability and the quality of its services. They acknowledge that limiting simultaneous device usage can help reduce costs associated with maintaining high-quality streaming services and investments in new content.

On the other hand, a significant number of users have voiced dissatisfaction with the change. Some have indicated that they will consider switching to other video streaming platforms that offer more flexible viewing options. Others have mentioned that they will reassess the value of their Mango TV membership and might opt not to renew their subscriptions if the current limitations do not meet their viewing needs. The reaction from users suggests that the decision by Mango TV could have implications for user loyalty and retention. If a significant portion of the user base feels that the new policy does not offer sufficient value, it could lead to a decline in subscriptions, potentially benefiting competitors in the Chinese streaming market. Other platforms, such as Tencent Video, iQIYI, and Youku, might capitalize on Mango TV's decision by emphasizing their own flexible viewing options to attract dissatisfied customers.

In conclusion, the mixed reaction from users highlights the challenges streaming services face in balancing the need to manage costs and prevent abuse with the imperative to provide value and flexibility to their customers. As the Chinese streaming market continues to evolve, how Mango TV and its competitors navigate these challenges will be crucial in determining their market share and long-term success. The users of Mango TV have mixed reactions to the recent changes in the number of devices that can be used simultaneously, with some showing understanding and others considering alternatives.