2016 Live Broadcast Industry: The battle to burn money through live broadcasts of top-level games on mobile live broadcasts comes to an end

In the past year, driven by the dual promotion of capital and technology, the live broadcast industry has staged a big battle between hundreds of live broadcast companies.

Original title 2016 Live Broadcast Industry Review: Bubbles and Bubbles in the Hundred Broadcast War

In the past year, driven by the dual promotion of capital and technology, the live broadcast industry has staged a major drama involving hundreds of live broadcasts.

This is also the fastest growing year for the live broadcast industry. People used to have the impression of live broadcast platforms as the show model of 9158 and YY; later, the demand of game players promoted game live broadcast platforms such as Douyu and Dragon Ball; now, the real The era of national live broadcast has arrived. You can broadcast live broadcast on social platforms or e-commerce platforms. Live broadcasts are everywhere.

At the turn of the new year, the reporter included the dynamics of the live broadcast industry this year into the year-end inventory, reviewing what new developments and changes have occurred in the booming live broadcast industry in the past year.

The mobile live broadcast platform

is undergoing rapid or slow transformation in different fields from PC Internet to mobile Internet. Although the transfer of live broadcast platforms from PC to mobile came a little later, the speed of development is extremely rapid. There is a widely circulated picture that intuitively illustrates this phenomenon:

In the past year, many real-time live broadcast applications imitating the American live broadcast applications Meerkat and Periscope have been launched. Anchors only need a smartphone to broadcast their real-time reality shows. Among them are Yingke, known as the dark horse, and there is also a strong opponent who has increased traffic such as live broadcasts.

Some statistics have shown that there are more than 200 Mobile Live Video Broadcasting platforms in the country, of which more than 100 companies have received financing. Nowadays, whether it is the three major BAT giants, Sina, LeTV, and Netease, they have all set foot in the field of Mobile Live Video Broadcasting.

The emergence of Mobile Live Video Broadcasting apps like bamboo shoots after rain is just the beginning of the trend of Mobile Live Video Broadcasting. Next,"live broadcast functionalization" further boosted the trend of full-name live broadcasts. Overnight, almost all social, e-commerce, and media apps started live broadcasts.

The battle to burn money through live games comes to an end

. During this year, on the one hand, game live broadcasts were robbed of the limelight by Mobile Live Video Broadcasting, and on the other hand, the ending of the battle in 2015 has become clear. The battle to burn money on the game live broadcast platform has come to an end. Charging sky-high prices among major game platforms to attract anchors and grab traffic is no longer the correct posture to "make the headlines".

Douyu has benefited from the accumulated users under its first-mover advantage. Panda TV has become the leading player in these industries with Wang Sicong's e-sports resources, and the fate of live broadcast platforms such as Zhanqi, Dragon Ball, and Tiger Tooth has gradually become clear.

Douyu TV announced in August this year that it had completed a 1.5 billion yuan Series C financing, led by Phoenix Capital and Tencent, followed by Sequoia Capital China and Nanshan Capital; Wang Sicong's Panda TV also revealed in September several years that it had completed Series A financing, led by LeTV, with an amount of approximately 360 million yuan. After the investment, LeTV will hold approximately 15% of Panda TV; In November, Longzhu's parent company Youshi spun off its live broadcast and e-sports businesses. Suning's Juli Media (PPTV) acquired 100.00% equity in the live broadcast company and 25.00% equity in the e-sports company. In this transaction, the overall valuation of Youshi was 1.32 billion yuan, and the valuation of the live broadcast company was 900 million yuan.

In addition to the above three platforms with financing trends, Zhanqi is backed by Zhejiang Newspaper Media and Tiger Ya has YY. These two are also players that cannot be ignored in the industry.

In addition to these old faces, National TV, an emerging game live broadcast platform, also announced a new round of financing of 500 million yuan before National Day. It also announced that it will invest 300 million yuan to acquire online Mobile Live Video Broadcasting handprint live broadcasts.

Although we say that the money-burning war is over, fierce competition continues.

The competition for anchors must also strive for content.

Major live broadcast platforms should no longer spend money on sky-high anchors. Instead of relying on "grabbing anchors" to gain the limelight, it is better to think about how to accumulate content and expand commercial sources. This is still a problem that needs to be solved on live broadcast platforms-whether it is mobile or PC.

Therefore, this year, live broadcast platforms have also made great efforts in the competition for high-quality content. This means that the competition for live broadcast platforms has entered a new stage-competition for content.

Douyu TV partnered with Ma Dong's Miwei Media to launch "The Temptation of the Dinner"; Panda TV also launched "Hello!" with Wang Sicong's strong investment. Goddess ", which is said to have invested more than 100 million yuan; Zhanqi launched the e-sports variety show" Lying Man "last year, etc. Raise the bar by improving the quality of content. On the mobile side, on the one hand, beautiful women shows are still the main force, on the other hand, they also show their abilities, finding various first-line stars to participate in the live broadcast, and also catching hot spots.

In the industrial chain, three-party company production companies have also emerged one after another, beginning to produce live programs, delivering them to the platform, and gaining recognition from capital. For example, Yihong Entertainment, which exported "Let's Have a Drink Tonight" to Douyu platform, received a RMB 10 million angel round investment from Wanhe Tianyi. As a three-party company, it is directly responsible for program production and contacting advertisers.

The bubble wind behind the tuyere

started, and the live broadcast platform flew up. At that time, it is extremely important to calmly see the bubble behind the tuyere.

When talking about the bubble of live broadcast platforms, false data is the first to bear the brunt. This is no longer a trade secret. In this industry, anchors can fake things, unions can fake things, and even live broadcast platforms themselves can fake things. Previously, some industry insiders revealed that the live broadcast platform will now establish a data model, which will not only simply "multiply" the number of viewers, but also comprehensively and dynamically adjust the number of online viewers of the anchor based on various data of the live broadcast.

By "swiping gifts", anchors can make their live broadcast ranking higher, and can also drive real users to participate in the consumption of gift-giving. These demands have also given rise to some professional companies that swipe bills, sell them on behalf, and buy fans. The attitude of the live broadcast platform is naturally turning a blind eye. In addition, robot viewers also play an important role on major live broadcast platforms. Some people related to live broadcast platforms once said: "Robot fan viewing can bring encouragement to anchors, which belongs to the category of operational skills."

In order to attract fans, there are also many pornographic anchors who take risks. Under increasingly stringent regulatory policies, major live broadcast platforms are also actively cracking down on such incidents.

The year for the live broadcast platform has passed in full swing, but can we continue to innovate content in the future and enrich the user's content experience? The real challenge has just begun.

Editor: Nancy