B station "Food UP Master" has stopped updating: content review becomes stricter and has become a turning point in the industry

B station "Food UP Master" has stopped updating: content review becomes stricter and has become a turning point in the industry

Recently, the food area of ​​Bilibili has set off a "stop update" in the food area of ​​B.C. Many well-known UP owners have announced the suspension of updates or reduce content output, which has attracted industry attention. Behind this phenomenon is the stricter platform's content review policy and the traffic, monetization and creative pressures faced by creators. This article will analyze this turning point event from three dimensions: data, reasons and industry impact.

1. Data observation: statistics on the number of UP owners and fans in the past 10 days

As can be seen from the table, the main food UP of the top food has been suspended in a concentrated manner, with the number of fans exceeding 4 million, affecting more than 25 million users in total. This phenomenon has caused heated discussions in the B station community, and the number of readings on related topics exceeded 100 million times.

2. Cause analysis: stricter review and changes in industry ecology

1.New content review regulations are implemented
B Station has recently strengthened its control over content such as "food curiosity", "big eater", and "waste food". Some UPs chose to stop updates because the video was removed from the shelves or the stream limit. For example, a UP was found to be violating the video "Challenging 10 kilograms of fried chicken" which led to a decrease in account weight.

2.Adjustment of traffic allocation mechanism
The platform algorithm is tilted towards "knowledge and science popularization" and "life records" content, and the traffic dividends of traditional food production have weakened. Data shows that in September 2023, the number of views in the food area of ​​B station decreased by 15% month-on-month, while the technology area increased by 22%.

3.Difficulty in commercial monetization
Advertisers are more cautious about serving food content, and some brands have suspended cooperation due to "fear of being associated with negative public opinion." A MCN agency revealed: "The quotation of the business order of the food UP owner has dropped by 30% from the beginning of the year."

3. Industry impact: a two-way game between creators and platforms

1.Small and medium UP master accelerated exit
The head stops and changes further squeezes the living space of small and medium-sized creators. According to the Q2 financial report of B Station in 2023, the number of monthly active UP masters showed a month-on-month decline (-3%) for the first time.

2.Platform transformation pressure
Station B needs to balance the "community atmosphere" with "business value". Recently, the platform has launched the "Creation Incentive 2.0" plan, but some UP masters have reported: "The new rules are more beneficial to short videos, and the benefits of long video creators have decreased."

3.Changes in user content consumption habits
Young users have increased their demand for "cured" and "lightweight" content, and the attractiveness of traditional hard-core food tutorials has decreased. The following table compares the changes in user preferences in 2022 and 2023:

4. Future prospects: Where is the direction of breaking the deadlock?

1.Content upgrade: UP mainly needs to turn to cross-border content such as "food + culture" and "food + technology", such as combining AI technology to analyze the nutritional content of dishes.

2.Platform support: Station B can set up a "Traditional Food Protection Plan" to give traffic to high-quality content such as intangible cultural heritage skills.

3.Commercial innovation: Explore new models such as virtual idol sales and customized courses for membership to reduce the single dependence on advertising.

This suspension of updates is both a challenge and an opportunity. Only when creators and platforms jointly adapt to the new rules can the industry move towards a more sustainable future.