Now live platform is known by more and more people, and more and more people have joined this platform. Why can live platform be so popular? Let's take a look with Xiaobian~
1、 One of the hot core of live broadcasting platform is to meet the spiritual needs
First of all, let's understand why the live broadcasting platform is popular. We can use six words to summarize "meeting spiritual needs".
The slogan of wechat public platform is' no matter how small an individual is, it has its own brand '.
Just as wechat public platform provides an opportunity for all individuals to build a unique brand, online live broadcasting also provides a platform for each unique individual to show himself. As long as you have talent and personality, you can show your understanding and creation of the world through the live broadcasting platform. For fans, the value provided by the live broadcasting platform can be summarized as: satisfaction Spiritual needs, which are the needs of both sides, are the users and the anchor.
In the live broadcasting rooms of major platforms, as long as you want to see it, you will see that people from all walks of life have opened live broadcasting. In addition to the singing and dancing celebrities, such as doctors, teachers, fitness coaches, etc., almost all can find the corresponding live broadcasting content, resulting in the phenomenon that all the people are anchors.
For users, you can have a close experience with people from all over the country on the live platform, and even chat with beauties from the Middle East, South Korea and Japan.
Live broadcast will enhance the sense of intimacy. The distance between the anchor and the user is less than half a meter. Different from other forms of social interaction, mobile live broadcast can shorten the distance between the user's senses. This kind of close participation is the most valuable experience in social interaction.
2、 The temptation of high income leads to the anchor's "sword to go to the wrong side", which is just a fatal injury
In folklore, the major anchors often make tens of millions of dollars a year, and all kinds of grass-roots counter attack stories abound. Last year, a "top anchor list" circulated on the Internet pointed out that game anchor Xiaozhi was worth as much as 40 million in 2016, although it was not confirmed in the end. However, according to a recent report by the daily news, there were indeed a number of anchors who made more than one million a year last year, and many of them were so-called "grassroots".
There is a saying circulating in the live broadcast industry: "live broadcast comes from show shows, prospers on the Internet, flourishes on stars, declines on advertisements and destroys on pornography. '
This is precisely the dilemma faced by the online live broadcasting industry. In order to compete for the position, some anchors tend to be "biased" in dressing style and live broadcasting content, which is the fatal injury hindering the development of live broadcasting platform. The promulgation of "Internet live broadcasting service management regulations" is just to curb this phenomenon.
3、 How will the operation mode of live broadcasting platform change in the post live broadcasting era?
The reason why the early live broadcast platform can attract fans is nothing more than the host's appearance, performance or outstanding eloquence, etc., while the appearance based online celebrities and performance are fast-moving consumer goods after all, especially the vulgar culture in the gray area can't become the mainstream of the market. In the post live broadcast era, how will the operation mode of the live broadcast platform change There are six conjectures
1、 Improve the professionalism, richness and civilization of the content
Because users always follow the content!
After the merger of Youku and Tudou, the video war seemed to be over, but later iqiyi got up, and Sohu, LETV and Tencent video also occupied a share of the video field.
The core reason is that the essence of video is content competition. The platform needs content that users want to see in order to attract users. Once the quality of content is lost, the advantage of the platform will be lost.
Therefore, the key to the success of the platform is to improve the professionalism, richness and civilization of the content and create high-quality content and characteristic columns.
2、 Keep users fresh and enhance their participation
Papi sauce, which was popular on the Internet in 2016, has gradually died down because users need freshness. The fundamental reason why live broadcast can attract fans is that it can meet the spiritual needs of fans. However, relying on external stimulation means such as jokes and hormones for a long time will make the audience produce stimulus adaptation and aesthetic fatigue, and the anchor will lose vitality.
The feedback of user interaction can also promote them to actively participate in it, prolong the user's freshness and improve the user's stickiness.
3、 Reduce the proportion of common anchors and carry out fine management of anchors
At present, the number of anchor on large platform has reached several hundred thousand, which is no longer a scarce resource. Anchor resources are not scarce, and the platform may reduce the proportion of sharing.
As for the high-quality anchor, we will further adopt fine management (which has been implemented in 2016). According to the relevant person in charge of the official live broadcasting platform of Netease Netease game, we will recruit more secondary anchor in 2017, and carry out fine management on the anchor.
4、 How to develop in the third, fourth, fifth and sixth tier cities?
At present, the enclosure of the first tier cities has almost ended. The huge public users in the third, fourth, fifth and sixth tier cities and towns, as well as the overseas market, still have a lot of room for development. The mobile Internet users in these places will also be the new source of users in the live broadcast market.
5、 Explore new ways to make profits
At present, the main profit model of live broadcast platform is the revenue sharing of reward, followed by advertising and game distribution.
There is no way to link the revenue of the live broadcast platform with the traffic of the platform itself. According to blue whale TMT's calculation, at present, most of the live broadcast platforms do not include the manpower cost of the anchor and staff, but the bandwidth cost alone is more than 30 million yuan. Take Huya as an example. In the third quarter of 2016, the revenue of the platform was about 197 million yuan, but the cost was close to 270 million yuan, and the loss was more than 72 million yuan.
The imbalance between revenue and expenditure is a serious problem of the live broadcasting platform. How to use the flow to realize and explore a mature business model will be the major live broadcast platforms in 2017.
6、 Giant segmentation or merger?
In 2017, which elite players will the rich giants choose from the start-up companies? Luo Chao, an independent technology observer, believes that "2017 will be the harvest season of mobile live broadcasting market, and there is a high probability that bat will acquire the live broadcasting platform.".
Conclusion:
Due to the state's strong control, the initial regulatory blind area and dividend of the live broadcasting industry have gradually gone away, which is not bad for the development of the whole industry and even the whole Internet circle. In 2017, healthy development and more ways of making profits may be the real direction of the live broadcasting industry in the future.