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The high content of the webcast platform is poor!Burning money to torture the profit model

2025-01-27 12:58:41|Myriagame |source：minecraft skins

On April 14th, the Ministry of Culture announced the online live platforms such as Douyu, Huya Live, YY, Panda TV, Battle Flag TV, Dragon Ball Live, Six Room, 9158 and other online live broadcast platforms that provided content containing obscene, violence, instigating crimes and other contents of the InternetCultural products are included in the investigation list. The Ministry of Culture has deployed relevant law enforcement agencies to investigate and deal with the case involved in the case, and will announce the results of the punishment in a timely manner.

Yin Hu, the person in charge of the battle flag TV, told the reporter of "China Business Daily" that the battle flag TV's supervision of the "show" does have some omissions.In terms of battle flag TV, it has improved the supervision ability through technical means and other technical methods of the barrage keywords.In the future, it will definitely actively respond to the regulatory requirements of the country and strictly require the anchor.

Webcast

In 2016, the entire online live broadcast industry ushered in a climax.Live live games represented by Douyu and Panda TV, live broadcast of the show represented by peppercorns and Yingke.Not only that, there are constant large and small players in the market.In March of this year, Xiaomi's Black Gold Live was quietly launched.In April, the new version of Momo also mentioned the live broadcast function to the first -level entrance.

Accompanied by the fiery development of online live broadcasts is huge controversy.Porn and vulgar rubbing balls gradually prominent legal risks.In addition, online live broadcast, especially game live broadcast, its profit model has always been a problem.

Burning bandwidth and anchor

At the same time that the giant's live broadcast market ushered in a melee, it was accompanied by profit issues.

It is understood that most of the current live broadcast platforms have a single profit model. Generally, users can buy virtual gifts. The platform is made in it -take the live broadcast of peppercorns as an example. When the anchor is withdrawn, it will be deducted from 10%of the handling fee.However, the situation of each platform is different, and some live broadcast platforms are even 60%and 70%of the drawing rate.In addition to the drawing, the live broadcast platform faces a higher bandwidth cost and the cost of the anchor.

The reporter checked an anchor signing estimated price list and found that the signing fee of the previous "League of Legends" professional players and e -sports anchors Ruofeng was as high as 20 million yuan a year.The first 14 anchors in the list all signed the contract costs higher than 10 million yuan.The signing costs of front -line anchors are generally at a million level.

Audio streaming practitioner Li Anxuan 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. "Their company's bandwidthThe cost is already higher than the labor cost. "

However, a former live broadcast employee told reporters that a live broadcast platform of a million users at the same time at the same time is at least 5 million, and now there are almost no platforms to reach this level.The employee believes that the cost of bandwidth does exist. In 2014, many people questioned that Douyu did not do much, because according to its active users, the bandwidth cost was high.Therefore, the big company will have advantages when doing online live broadcasts, such as the live broadcast of iQiyi and Youku. Traditional videos can divide the bandwidth cost, and the cost will not be high.

Yin Hu, the person in charge of the battle flag TV public relations, told reporters that the monthly bandwidth expenditure of the battle flag TV is as high as 10 million.BLUES, a product manager of a live broadcast platform, mentioned that the same time online may reach 30 million bandwidth costs, but at the same time, 1 million people are online, and there are not many live broadcast products.YY's bandwidth in the Huya industry in 2016 calculated 260 million yuan, that is, more than 20 million yuan per month. "The game live broadcast is generally high -resolution, and the bandwidth requirements are very high. The game live broadcast platform is basically losing money."Plaza and Yingke platforms have low requirements for picture quality, and their costs are relatively low.

For the show model, the platforms are currently inclined to sign a contract with college or beauty from colleges and universities.A staff member of the NetEase BOBO product team revealed to reporters that NetEase BOBO may sign some high -quality beauties from art colleges in the next step.

Shi Mou, the peppercorns, told reporters that at the end of last year, the two of the peppercorns and Yingke have been fighting the anchor resources crazy, mainly high -quality beauties in colleges.The signing fee for her peppercorns is 4,000 yuan per month.In the anchor group in her area, there are often people from each other coming in, and people with peppercorns.However, from the perspective of the pre -live broadcast live broadcast of the show, this is just the "norm in the industry". There are only some beautiful women who can live and live broadcast. The cost of signing is actually not high.

Unrecombinating content becomes the biggest risk

"Burning money" is no wonder.However, Li Wenyuan, an analyst at the game industry, said that in fact, it seems simple to draw a model, but in fact, the ability to attract gold is very strong. "The show is the same as the game. You can eat a small number of local tyrants."" "

BLUES mentioned that there is indeed the phenomenon of "eating local tyrants". In the past, there were often local tyrants on YY because of vanity and weird recharge to buy aristocratic seats. It is difficult to understand that complicated human factors behind this.After the YY Live Channel, witnessing the burning of money between local tyrants, he cut the body's vanity and victory in the virtual world.

Deputy President of Momo also revealed to reporters that the current income of Momo can pay bandwidth.However, when the reporter asked about the specific amount of income and bandwidth costs, Jia Wei said that the data is not easy to disclose for the time being, and the relevant data will be displayed in the financial report in the future.Li Anxuan, an audio flow media practitioner, revealed to reporters that the bandwidth cost of each company is absolutely confidential because the matter is related to the real traffic.

According to the financial report, in 2015, YY was actually profitable in the live broadcast industry.BLUES further pointed out that there is a chain of interest behind huge rewards.Taking YY as an example, he said that some anchors on YY had tens of thousands or even hundreds of thousands of viewers on a live broadcast. The audience paid the opportunity to communicate with the anchor after becoming a high -priced noble, or the avatar would be displayed.Many game manufacturers and e -sports manufacturers have found the opportunity to expose product exposure behind this, so they will pay to become the "hanging king" and push their brands to the front to promote and implant products.This industrial chain is mature.

However, the live broadcast platform -driven live broadcast platforms are actually facing legal risks.Earlier, Yingke was removed by the App Store, and there was a factor in wiping the ball by pornography.Panda TV naked broadcast, Douyu "live broadcast" and other incidents have also criticized the live broadcast industry.The vulgarity has become the pain of the heart of the online live platform.

BLUES believes that the online live broadcast platform may get rid of the single model of beauty show and game live broadcast, and do it at the level of diversification of content.If you continue to do a single model, it will not only face policy supervision, but also difficult to make a profit.

Live broadcast has become a giant battlefield

Today's online live broadcast field has become a market for giants to eat. Many of the markets are either invested by giants or incubation products of giants.

Behind Douyu and Dragon Ball Live, the capital side has Tencent, Huya is born in YY. Behind it is the time of the gathering and "Lei Jun Department". Panda TV is formed by "National Husband" Wang Sicong.The peppercorn live broadcast contains 360 golden keys, and Black Gold Live is a subsidiary of Xiaomi. Coupled with NetEase BOBO, Momo Live and other products, there are giants supporting almost every family in the live broadcast field.Looking at the well -known products in the market, only a few products such as Yingke are fighting alone.

The relevant person in charge of Xiaomi Mutual Entertainment pointed out that competition broke out this year, indicating that the timing of the live broadcast is mature.Blues told reporters that the reason why online live broadcast is so hot is closely related to the maturity of live broadcast conditions.The views of Momo Vice President Jia Wei and BLUS are similar. In an interview with reporters, he said that the popularity of 4G networks and the improvement of smartphone hardware configuration are all the factors that live in the live broadcast today. "If you notice Facebook on April 6thWhen the Live key mentions the first -level entrance, it will find that the live broadcast has become a trend. "

In fact, after entering 2016, all of them are starting a new round of fighting and brewing big moves.The person in charge of the public relations of the Pepper Live Brand said that the brand positioning and slogan of peppercorn will change in recent times.However, the person in charge expressed inconvenient to answer for other questions.The staff of the Momo Public Relations Department said that Momo's live broadcast function will also have some new moves recently.

The relevant person in charge of Xiaomi Mutual Entertainment told reporters that Black Gold Live did not promote strongly after the launch of March.Recently, it was determined to be a live broadcast of Xiaomi. "Xiaomi never stopped thinking about Mi Chat. Xiaomi Live is a social component of MIUI and the continuation of Mi Lang. We believe that social products have reached the stage of videoization and synchronization."

The employee of the NetEase BOBO product team revealed that the NetEase BOBO may change from the product level, and the past show model to live broadcast daily life.

A series of manufacturers such as Xiaomi, Netease, 360, Momo and other manufacturers have become the battlefield where giants are competing.However, Xiaomi Mutual Entertainment told reporters that the concept of live broadcast was actually confused. Although there are many products on the market called "live broadcast", they actually have different meanings.For example, some are live broadcast, some are e -sports live broadcast, and some are social live broadcast.

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