Cold and inside the live broadcast industry with continuous rising users and practitioners and strict supervision

(This article is the original manuscript of Zijin Finance, please indicate the source for reprinting)

Because in the Internet industry, many friends around you often ask, "Is it late to do live broadcast now?" "Is there a prospect for live broadcast?" Platform, do now! "

According to the China Network Performance (Live Performance) Industry Development Report (2021-2022) released by the China Performance Industry Association, in 2021, the market size of my country's online performance (live broadcast) industry reached 184.442 billion yuan, and the anchor account was nearly 140 million. There were about 100 million active accounts that had been broadcast during the year. In the first half of 2022, 8.26 million new accounts were broadcast.

The development of the Internet is in full swing, and a variety of new business forms have continued to emerge. The live broadcast industry has also benefited from the trend and traffic, and has developed rapidly. In addition, the state conducts standardized management of the participating entities of the live broadcast industry, and has gradually formed a normal and full -coverage regulatory mechanism, which also means that the competition in the live broadcast industry has gone through the era of grass, more transparent and fair, and even professional anchors need " Hold the certificate. "

It is foreseeable that the live broadcast industry is developing along the standardized road, especially with the end of the barbaric growth era, the live broadcast industry has entered a calm period. While thinking about business model innovation and support for high -quality content creation, the live broadcast platform gradually silently silent, and traffic is tilting towards new high -quality anchors.

Under regulatory, the live broadcast industry has twists and turns and pain, but it can usher in a new life after pain.

Live sunlight process has never stopped

According to statistics from the China Internet Network Information Center, as of December 2021, the number of online live users in my country reached 703 million, an increase of 86.52 million year -on -year, accounting for 68.2%of the overall netizens. The popularization of mobile Internet and smartphones, the high -speed step -up speed of broadband not only makes the live broadcast of the network clearer and smoother, but also makes more ordinary people dissatisfied with just watching the live broadcast.

Currently, live broadcast has become one of the hottest ways to entertain!

As a real -time audio -visual program form, webcasting continues to be favored by the majority of netizens, and it has also spawned the growth of the live broadcast industry. Under the air outlet created by the flow of live broadcast days, the capital has also frequently invested. The "Thousand Broadcasting War" was performed.

The changes of the live broadcast platform are not deeply felt for many users, but some head anchors have been "blocked" by the entire network because of improper personal behavior, and gradually make people realize that the live broadcast industry is not an extravagant land that can be wanton. Head companies in the live broadcast industry also follow the regulatory trend to strengthen their own constraints. At the same time, the scope of supervision of the regulatory layer on the live broadcast has gradually extended from the overall content of the platform to the anchor's personal words and deeds. The purpose is to put the live broadcast industry under the sun.

In 2022, many people are called the strictest regulatory year of the live broadcast industry. A number of new rules for the live broadcast industry have been canceled, and the list of the live broadcast platform hours and the second list of the live broadcast room. These specifications even directly hit the anchor's exposure and business model.

Although there are arguments on excessive supervision of the live broadcast industry on the Internet, and violations of some anchors, whether the punishment platform or punishment anchor discussion is discussed. However, after the disorderly first half, the live broadcast industry has begun to enter the second half of the main work.

In the future, whether it is a show, e -commerce, or pan -entertainment, e -sports, and games, each vertical segment of the live broadcast is likely to gather one or two head platforms and a few platforms with distinctive personality, upstream and downstream and capital of the industrial chain, and capital Power will focus more on content production and business cooperation.

Lost mulberry elm, get the east! As a means to guide the healthy development of the industry, policy supervision not only promotes the standardization of the live broadcast industry, but also promotes live broadcast platforms to explore richer content forms and innovative ideas. From this perspective, it has promoted the forward development of the entire industry.

Deepen copyright compliance to change the live broadcast image

Copyright, it has always been a practical issue that the live broadcast industry is unwilling to talk but has to face. Is it suspected of infringement when he hums a few songs and put back a background music? This issue may not be valued in previous years. But now, this answer is certain: suspected infringement.

In July of this year, the "game anchor PDD live broadcast was claimed by the original party to claim 100,000 yuan". The infringement of Liu Mou (PDD) in the live broadcast of "Xiangtian Borrowing Five hundred Years" has reached an agreement with the parties and the live broadcast platform.

Liu Mou (PDD) also issued a statement on his personal Weibo. PDD said that because I had sang the infringement disputes in "Xiangtian's Borrowing Two Years" during the live broadcast, I received everyone's attention. At present, after friendly communication with lawyers of Copyright, it has obtained the understanding of the author of "Xiangtian Borrowing Five hundred Years".

Although these infringements in various media and live broadcast platforms in the Internet era are generally existed, illegal behaviors cannot be ignored because they do not blame the public.

Earlier, some lawyers expressed their opinions on the phenomenon of using music and film and television dramas in the live broadcast. They believed that the live broadcast was a behavior with a certain business nature. Singing songs and using film and television materials are all infringement.

The greater the benefit, the more fans, the greater the responsibility, which is why public figures are cautious about copyright. As a live broadcast platform, it has also gradually established awareness of respect for intellectual property rights, guiding the operation of anchors, and establishing a sense of risk control. Some live broadcast platforms have also established intellectual property -related review processes and staff. Some staff members of the live broadcast platform introduced to Zijin Finance that the platform will purchase related songs and film and television content copyrights to open to the anchor through certain charging standards. If the anchor wants to sing or use related material content during the live broadcast, first on the platform specified on the platform The retrieved content can be used after copyright authorization.

A few years ago, the live broadcast platform was noisy, dug the anchor corner of the anchor, and opened the wars of grabbing people. It became a shadow of the live broadcast industry. At the same time, it also exposed the disorder of the industry's competition.

Nowadays, the live broadcast industry continues to move forward on a standardized road, and its attention to copyright has continued to increase, thereby avoiding infringement issues, and reducing operating costs by selling copyrights. Various live broadcast platforms are facing the strategy of copyright, bringing new image changes and more possibilities to the live broadcast industry.

To output high -quality content can show vitality

As the live broadcast industry gradually moved from decentralization to concentration, the uniform "net red face" anchor was becoming more and more unpopular, and the anchors also entered a refined and professional development stage. The live broadcast platform began to actively support high -quality content producers, strengthened the correlation between content and live broadcast, and found new characteristic business paths.

The live broadcast of "Eastern Selection" has become one of the ceiling of Douyin live broadcast this year. Not only does the anchor originated from interest and content as the drainage method, but also from the support of Douyin's creative anchor. Forms, let the past sip -like live broadcast and cargo dwarfed, and also opened a new round of specialized anchor upgrade.

Kuaishou pays more attention to "grassroots live broadcast" and agricultural poverty alleviation. On the track of agricultural capital, Kuaishou said this year that it will invest 3 billion traffic resources to create 1,000 fast -moving agricultural technicians, which reflects the CSR (corporate social responsibility) of the live broadcast industry.

Liu Hongchao, the person in charge of the agricultural capital industry of Kuaishou E -commerce, said: "The Kuaishou Platform will successively launch the services and rights and interests around growers, farmers, and not limited to insurance services, financial services, and agricultural technology services.

Earlier this year, the live broadcast of station B released the "Bilibili Live Association Incentive Policy in 2022", and simultaneously recruited the Symposium to settle in. As the start of the live broadcast, station B hopes to bind interests with the live broadcast of the lecture through the method of dividing the reward to innovate the live broadcast activity gameplay.

The Huya represented by e -sports also conducts new travel joint transportation activities through the "Spark2022" Tencent game conference through the in -depth binding of Tencent. There is a chance to unlock a variety of virtual game props and surroundings. At the same time as improving the participation of game users, this further expands the attention of Huya in the game circle.

An industry insider who is unknown to Zijin Finance told Zijin Finance that the characteristic form and content innovation of the excavation of live broadcast became the main task of the live broadcast industry this year. Although the industry is undergoing change, the output of high -quality content is willing to watch the parties. Arrived. Regardless of the live broadcast method, the content is the key for the live broadcast platform. Whether it can operate well will be the core of enhanced user stickiness of the live broadcast platform.

Industry insiders pointed out that this is not an easy task. The establishment and improvement of a system requires gradually keeping up and needed to cooperate with professionals and all aspects. The industry needs to go to good development and adjustment, and it will eventually move forward.

Fortunately, the recently popular live broadcast industry "Qingliu" still gives people encouragement. This shows that talent and content are still critical. They also give us a vivid sample to find development points that suits them in the market and development.

Now that we are talking about pain transformation, webcasting is no exception. But one thing that can be determined is that as long as you persist in confidence, as long as you are legally compliant, the good content can still show strong vitality after the good content passes through the waves.

Multi -dimensional attempts can go through the pain period

The country's norms on webcasting have been continuously strengthened and refined. In February 2021, 7 departments such as the National Internet Information Office jointly issued the "Guiding Opinions on Strengthening the Management of Online Live Streaming Standards", which required severe punishment of violations of laws and regulations, comprehensively cleaning up vulgar and vulgar, feudal superstitions, "wipe balls" and other illegal and bad information such as illegal and bad information. Essence At the same time, the establishment of a live account classification and standardized management system, and the classification and grading management of the anchor account is implemented.

Since April this year, the National Cyber ​​Information Office will launch a three -month special operation of the three -month "rectification live broadcast, short video field chaos" to focus on rectifying the chaos in violation of laws and regulations existing live broadcasts, strictly rectifying illegal interests and interests. , Outstanding issues such as malicious marketing.

The economic environment is sluggish, and the impact on the live broadcast is gradually emerging. This can be seen in the financial reports of major live broadcast platforms. In terms of the scale of paid users, Kuaishou, Huya, Douyu, Momo, Yingke, YY and other head live broadcast platforms have begun to decline from the second half of 2021. This has also led to an important reason for the overall live broadcast industry's revenue and profit performance in the past two years.

During the same period, the live broadcast -related business income of the above -mentioned major platforms was not as good as the same period of the previous year. Among them, fast hands, Huya, Douyu, etc. have fallen for the first time in three years. The cancellation of the reward list is prohibited to rank users based on the standard of reward, etc., which has a significant impact on the habits of live paying users. Under the continuous strengthening and refinement of supervision and the incomplete economic environment, on August 15 and 16, Douyu and Huya released the Q2 financial report in 2022. After experiencing the turbulence of the industry, the two companies ushered in the pain of revenue decline.

The financial report shows that Douyu's total revenue in the second quarter of this year was 1.833 billion yuan, a year -on -year decrease of 21.6%. In terms of Huya, the total revenue in the second quarter of this year was 2.275 billion yuan, a year -on -year decrease of 23.1%.

There are many uncertainties in the external environment as soon as possible, but the highlights can still be seen from the financial report data of Huya. Under the promotion of content input strategies and product upgrades, users' use time increases by about 12%year -on -year. While expanding the active user group, the retention rate of the next month of Huya Live Mobile continues to remain above 70%, which is not easy to achieve such results.

Among them, popular events such as "League of Legends Vocational League (LPL)", "League of Legends Season Champions League (MSI)" and "King Glory Professional League (KPL)" became the most e -sports events in Huya this quarter. In addition, Huya Company and the "Crossing Fire" game deepened cooperation, and the "Cross -Fire Professional League (CFPL) Spring Tournament" continued to be sought after by users.

In addition to creating a high -quality copyright event ecology, Huya is also purchasing copyrights, and reducing costs and efficiency by sharing copyright costs. For example, Huya's distribution to other live broadcast platforms after obtaining LPL live broadcast rights not only reduces cost pressure, but also attract traffic through technical and service competitions in the same stage competition.

The latest financial report released by Douyu also illustrates the same problem. In the second quarter, Douyu's average MAU was 55.7 million in the second quarter, and paid users were 6.6 million, an increase of 200,000 over the previous quarter. It is only under the consideration of cost factors, because the price of copyright purchases is too high for the platform, Douyu has given up some copyright. For example, in the second quarter of this year, Douyu Platform did not broadcast the "League of Legends Mobile Games (WRL)", "League of Legends Vocational League (LPL) Summer Tournament", and "League of Legends Season Invitational (MSI)".

For Douyu, the biggest problem is also the issue of copyright, because although the copyright of the loss of head events has reduced costs, the attractiveness of users will also decrease. In this regard, Douyu focuses on the production ecological construction in the production of self -made content. According to the content preferences of different circle users and the characteristics of different games, it will co -create boutique self -made events and PGC programs with anchors and game manufacturers.

However, industry insiders pointed out that although self -made content can greatly reduce costs, self -made content cannot be directly divided with high -quality content, and self -made content cannot naturally bring user growth and stickiness. At present, there is no persuasion. For force data shows that self -made content can better help revenue and achieve goals.

For Douyu, the loss of the copyright of important events and the content of self -made content can help the achievement of revenue targets, and many issues in the infringement and anchor song infringement of the event. , Can you cross the pain period. At present, the difficulty is not small.

At the beginning of June this year, the "Global E -sports and Game Live Market Report" released by the game market research and data analysis service provider Newzoo showed that as far as game live audiences are concerned, China has the world's largest market. Since 2020, China The market will continue to grow with a compound annual growth rate of 7.6%. By 2025, the number of Chinese game live audiences will reach 267.5 million.

Obviously, the vertical segmentation scene of the game alone, the domestic audience gathered in the country, and the content creation and gameplay of different platforms have different contents. With the continuous strengthening of supervision and the economic environment will not usher in rapid growth in the short term, multi -dimensional attempts, enriching the diversity of platform content and live broadcast forms, creating a better user experience, becoming a live broadcast platform continues to attract users The rule of competitiveness.

end

Throughout the current Internet industry, most of the valuation is at a low level of history. In the research report released by CITIC Securities, CITIC Securities pointed out that consumption in the good trend is expected to usher in recovery, and the advertising business of various traffic platforms is expected to usher in the second half of the year. High elasticity. As the Internet regulatory policy tends to be normalized, the marginal sensitivity material for market changes in regulatory policies will weaken.

As the development of the live broadcast industry has become more and more sunny, on the one hand, supervision promotes the healthy and orderly live broadcast, and the amount of traffic and consumption ranking has undergone fundamental changes. On the other hand New forms and content, while paying attention to copyright, continuously optimize operating costs, and provide users with more novel live broadcastplay.

While increasing the investment and innovation of high -quality content, the live broadcast platform has strengthened cost control and improved the structural adjustment of income quality. The live broadcast industry will still face the introduction of more policy specifications, timely adjust the platform -related products and operations to ensure compliance. By investing in high -quality content and innovative products, it will continue to provide attractive entertainment content to meet user needs.

The live broadcast industry appeared in the early opportunities, growing in challenges, and survived in shuffling.The development prospects of the live broadcast industry are still considerable and are optimistic about by most professionals.The live broadcast industry has become one of the most promising future models of the Internet industry.Related issues related to the live broadcast industry will inevitably be upgraded with the development of the times and the advancement of technology. Without a long time, the entire live broadcast industry will once again ushered in the prosperity and Feihong Zhuoyuan scene.

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