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Wen | Rhinoceros Entertainment, Author | Fat, Edit | Summer
The supervision tidal of online broadcast.
The \”Management Measures for Network Performance Beconomers\” issued by the Department of Wenting has officially began to implement, through strengthening the management of brokerage agencies, and constrained performers.
For example, \”Measures\” clearly defined to induce user consumption in false consumption, take the lead, etc. Strengthen the constraints of the signing network performers, requiring them to induce users in language stimulation, unreasonable special treatment, commitment rebate, etc. to induce users.
There is no list rankings, and there is no \”one big brother\” to reward people, there is no \”old iron gift to take a walk\”, there will be how much influence on the revenue of live broadcast?
More to be seen is that the influence of live supervision is more than a single live platform. At present, short video industry, music flow media platform, and some comprehensive video platforms, many Internet content platforms use live income as the main cash cows, accounting for considerable proportion in the revenue structure.
The big tide of live supervision, more than live broadcast platform will be water.
Under the 100 billion market, live traffic transfusion content industry
According to the \”2021 China Network Audiovisual Development Research Report\” , Accounting for 62.4% of the entire netizens. Among them, the bucket, tiger teeth, and YY constitute the first echelon of the live industry, with a city share of 51.5%.
This data is included in e-commerce live, and this part of the user has reached 388 million last year, and the emergence of e-commerce goods has further pushed the imagination of the live broadcast industry. On this 100 billion market, gathered almost all of the main Internet giants.
The main rectification is mainly popular, including show live broadcast and live broadcast. This part of the live low threshold, high income, fast return, almost the ideal cash cow. Such as gorgeous age, maitakes, Mo Mo and other industries have achieved more than six years of revenue growth and profitability.
The characteristics of the live broadcast industry are the need for a large amount of flow through the flow to achieve the achievement. This exhibits the adaptability of many platforms in changing demand, so that more than a large traffic is bitter, the performance mode is achieved, and has found a reagent. This includes short video of large traffic, including the realization of the stream of stream of streams by music content, as well as a comprehensive video platform that is trapped in losses, and so on.
Take a quick hand as an example, live broadcast has undertaken major revenue requirements early in the early rapid development. In 2017, this part of the income is 7.948 billion.Yuan, accounting as high as 94.7%, until 2019 comprehensively commercial speed, advertising revenue began to improve and exceed live broadcast in two consecutive quarters, but the proportion of live income in the second quarter is still as high as 37.6% (not entering e-commerce revenue) .
In the financial report of Tencent music, social entertainment revenue has been a total of more than 70% of the total camp from 2017; Online music service, this year’s Q2 accounting is 36.3%. This part of the income has become a support point for the long-term profitability of Tencent’s music in the large-scale environment in which the industry’s content cost has increased in 2017.
NetEase cloud music has also increased the revenue from 2018, and live service has been launched in the second half of 2018, only one year, income is 500 million yuan in 2019. Increase to 2.3 billion yuan in 2020.
The video platform, the live broadcast and value-added business of the B station began to enter the expressway in 2019. The revenue increased by 183% year-on-year, and the value-added service business revenue reached 118%; this year’s second quarter, this Some income growth is still as high as 98%. The rapid growth of members also has a big impact on this part of income, but it is necessary to see that the development of live broadcast as a B station to solve the business difficulties, establish a diversified camp model, still play a large role.
Although the live industry has already spent a rapid development period, it is still attracting the favor of the Internet giants. In November last year, Baidu just acquired domestic video entertainment live broadcasts, including YY live broadcast, showing the recognition of this part of the market and revenue.
When strong supervision is covered, it is not only the live industry itself.
How big is the impact of regulatory policies on live broadcast?
It is to be pointed out that with the flow rate dividend, live income will no longer be more drought and flood.
With the game head platform tiger teeth and fighting fish as an example, revenue growth has entered the bottleneck. According to the second quarter, the tiger’s teeth obtained the business income of 2.96 billion yuan, only 9.8% year-on-year; the fighting fish only achieved revenue of RMB 233.7 billion, down 6.8% year-on-year. The fighting fish has lost a loss in three consecutive quarters, and the net loss in the second quarter reached 181 million yuan.
Another feature of the industry bottleneck is that people and publication costs increase. Taking the gillitor as an example, its anchor cost is as high as 2.362 billion yuan in the first half of 2021, an increase of nearly 50% year-on-year, accounting for 60% of the expenditure; \”publicity and advertising spending\” increased to 990 million yuan in the first half of the year. It has risen three times more than 245 million yuan in the same period last year.
Among the \”Management Measures for Network Performance Beconomic Agency\”, its standardization and restrictions on live rewards are analyzed,It is possible to further affect the basic disc of live revenue.
In recent years, the live broadcast field has continuously rewarded relatively negative news. Some of the rows of live guilds and platforms, such as false consumption, leading and rewarding rankings, etc., also become common models that attract rewards.
For example, it takes a head to reward, will be taken from the \”Tuhao\” fans who have long-term follow-up, the warm atmosphere of the production of live broadcasts, attracting fans to reward, some MCN and guilds even manufactured \”One Big Brother\”, similar operations, such as the previous CCTV’s twisted star, and a live broadcast, a live broadcast, a gift of more than 80 million yuan, but was questioned after being questioned. Fast sales is hidden.
In terms of stimulating consumption, Lian Mai PK has become a tool for attracting brush gifts. After this model appeared in 2017, it increased the improving impulse play with the \”limited time\” concept, and quickly got all platforms, and it was currently a common gameplay of live broadcast platform.
In this process, platforms, guilds and anchors become a profit community, the resulting income is first brought by the platform, and then the guild and the anchor are divided into proportion, the guild and anchor that I have just entered will usually get 50% of the income. After gaining a larger flow, the platform will allow the proportion of the accounting to a maximum of 70%. This is also one of the attractions of the newly entered anchor. Under this premise, the platform has a certain flexibility in the management of violations such as brush data.
But with the supervision upgrade of the live broadcast industry, many common means will no longer apply. This requires further registration of futon re-enhancement to reward income, bringing more valuable performances.
In fact, this year has gradually increased with the attention of live messages. All platforms have begun to conduct internal rectification. For example, some big amount of \”gift\” is canceled, including \”vulgar engagement live\” \”Yin Shihang,\” High Quality Men \”Xu Qingen and Guo Teacher have been permanently blocked, showing further requirements for live content and aesthetics.
It should also be seen that this impact is actually controlled within a certain range. On the one hand, it has trained the consumption of the core audience for many years. On the other hand, live PK and other gameplay In this regulation, it is not named, and the routine live broadcast means can still play in the next stage.
Said that this regulatory causes a lot of crises to the live industry or perhaps in fact, but the short-term pain of revenue is still inevitable. For a long time, this adjustment is actually solved by the universal industrial obscenity, which is consistent with the current regulatory environment. It is not a good to help the industry’s future, and have a good intention.
Online performance, with goods, publication … After the live value extension
2Starting in 20020, the live industry has begun to enrich a new stage. For each platform, in addition to adequate cash flow, live broadcast is also linking and other content ecosystems.
Among them, the online performance has been continued from the epidemic until the present ecology. For example, Tencent’s TME LIVE still maintains the frequency of activity. This year, Mao Yili \”Tribophical Guide\” album first sing, Lin Junjie \”Sanale\” endpoint online concert, etc. Replenish.
In terms of industry linkage, for example, the online publicity mode of \”live broadcast + movie\” has been developed last year. The live broadcast of the ticket is a common action, accompanied by the next stage of the head movie release may reappear , Also deepening the industry value of live broadcast platforms.
The live band has attracted more attention. From the 2019 market heating to the increase in the epidemic, the market is high, according to the \”2020 E-commerce Live Industry Development Report\”, 2020 e-commerce The market size reached 961 billion yuan, a substantially increased increased by 121.5%. Mi media consultation expects that the China E-commerce Live Industry Market scale will reach 1.2 trillion yuan in 2021.
These ecological linkages are pushing up the value of live in more levels. But because some problems left by the relative development time, the problems left by the industry barbaric growth also became the focus of the current strong supervision.
The rollover incident of live broadcasts has occurred so far. Previously, the Shanghai Consumer Protection Committee’s idyllic low-fat whole wheat. It has been found that the carbohydrate is more than about 36%, and the MCN institutions in Viria belongs to the brand; another Taobao’s head anchor Sydney is a \”999 yuan shipping\” problem due to consumer spike goods, and publicly releases the apology letter.
In August 202, the Ministry of Commerce issued the \”Live E-Commerce Platform Management and Service Specification\” industry standard (seeking opinion), which also indicates that the live e-commerce industry will become more and more healthy. It will also become an important part of live ecological overall supervision.
Broadcast compared to other netbi content, there is a characteristic of tight and interactive in the user experience, and the effect of establishing user viscosity and cognition is better; and currently in more levels \”Live +\” value extends, also proves the vitality of this model. For current platforms, live content, industry value, and commercial turnover value still have a space for excavation.
From the long-term development of the live industry, many \”cloud\” ecologies developed in 2020 have already opened the imagination space of the live broadcast. There will be a place in the future, and there will be a better run after supervision. space.