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Most platforms have not found mainstream profit points in the webcasting war.

2025-01-27 12:01:37|Myriagame |source：minecraft skins

Song Zhongji lived online for 2 million people to watch online, and the live broadcast market has attracted attention again.The anchors who appeared on the screen include female anchors who rely on the superiority, as well as financial Internet celebrities with "not fighting hard and fighting". Behind the lively, the capital of various capitals for the online live market market is jealous.

The scale of the live broadcast market will exceed hundreds of billions by 2020

Data show that the number of online live broadcast platforms in my country is nearly 200, and the number of users of the live broadcast platform has reached 200 million.The income of online anchors has also risen.A "Live Live Platform Gold Medal Price List" circulating on the Internet shows that the platform with the highest value of the platform is as high as 2 million yuan a month.Although the signing price is not the same as the actual income of the live online celebrity, there are still many falling into the anchor pocket."At present, the top anchor revenue can reach 3 million yuan," "industry insiders revealed.

A reporter from the Yangtze Evening News sorted out and found that the capital pusher recently appeared frequently in the field of live broadcast, setting off a "burning money war": Songcheng Performing Arts 2.6 billion yuan acquired six rooms on the show platform, Tencent, Youjiu Games invested in Dragon Ball live broadcast; Kunlun Wanwei collar leaderInvestment guest live broadcast, LeTV Sports acquired Octopus TV with 300 million, Douyu Live received more than 100 million US dollars in Series B financing, all confirming the enthusiasm of the capital market for online live broadcast.Light Media also issued evening announcements on May 3, 160 million yuan of investment in the Internet celebrity e -commerce and live broadcast industry.The "one -time technology" where "all the time to broadcast" was completed in 2015 to complete the D round of financing, with a valuation of more than $ 1 billion.

According to industry reports, the market size of the live broadcast industry in 2015 was about 15 billion yuan. By 2020, the total scale will rise to 106 billion yuan.

The live broadcast is nationalized, and the onlookers can be divided into five categories

Who are enthusiastically participated in the webcast boom? The reporter found that the onlookers can be divided into the following categories: First, the loyal fans and "fans" of the stars; second, the post -85s and post -90s pure after the dramaDrama fans; three, love to watch beautiful women "uncle"; 4. Online game enthusiasts; 5. young people who are interested in entrepreneurship.

According to Pang Yiming, the research director of the new media of interaction think tanks, from the perspective of the live broadcast shared by, the anchor was originally a network show, and now it is basically nationalized. All types of Internet experts, stars, and enterprises are output content in the form of live broadcasts.The viewers are different due to watching demand, including fans, gamers, and professional content of professional content. Generally speaking, young groups are mainly young groups.

"What is the most powerful live broadcast? It is to be able to interact, which can be close to her 'love beans'!" Nanjing girl Xiao Yuan is a "fan girl" of a Korean idol group. She admits that she and a few good friends watch live broadcast,It is the first time the picture gets information and interaction, "Why don't you not see the pictures and news?" A grassroots researcher Wang, a long -term engaged in Internet research in Nanjing, also said that it is like a "little coffee show".For a while, but it was one -way, the "fans" felt that it was not enough; and the live broadcast platform could interact, so some loyalty was willing to spend money to watch the APP.

Most platforms have not found mainstream profit points

At the same time that the giant's live broadcast market ushered in a melee, it was accompanied by profit issues.Some analysts believe that the income of live broadcasts is roughly divided into three major blocks: virtual props, advertisements, and games. However, inserting ads will seriously affect the live broadcast experience, and no platform has dared to try.

Another industry insiders have introduced that good film and television dramas and good webcasts can bring the same benefit: fan economy.Especially the game anchor, whether it is a professional -level or flower bottle -level, has a huge fan group to support it behind.Free travel and props paid, this is the profit model of game live broadcast.This is a reason to send a flower basket to a rich person when watching the show.Taking the live broadcast of peppercorns as an example, when the anchor withdraws, it will be deducted from 10%.However, the situation of each platform is different, and some live broadcast platforms are even 60%and 70%of the drawing rate.

However, most of the live broadcast platforms have not found their mainstream profit points, and they are still in the stage of using money to exchange users, and how to monetize through users is still unknown.

In addition, the live broadcast platform is facing high bandwidth costs and the cost of the anchor.Audio streaming practitioner Li Anzhen calculated a account for reporters to calculate at the lowest code rate of 800K. A live video platform for online millions of users at the same time, with a monthly bandwidth cost of more than 30 million yuan. "Our company's bandwidthThe cost is higher than the labor cost. "

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