Top Internet celebrities share more than 80% of live broadcast revenue, and most anchors 'income cannot support their lives

Female Internet celebrities, third-and fourth-line actresses, and models account for only 2% to 5% of the anchors, and share 80% to 90% of the income; the rest are personality anchors with skills in a certain field and personal labels and some amateur "amateur" live broadcasts.

The original title of the live broadcast industry is polarized: Top Internet celebrities share more than 80% of their revenue.

"Today's live broadcast is no longer as simple as it was at the beginning. It not only requires high appearance, but also requires knowledge reserves." Chestnut, who has been exposed to live broadcasts since 2014, has obviously smelled changes in the live broadcast industry.

Da Bai, who also came into contact with live broadcasts in 2016, also told reporters that compared with the time when he first came into contact with live broadcasts, there are some obvious "thresholds".

Ideal and reality: Higher and higher incomes are difficult to support life.

In 2016, Da Bai, who came into contact with live broadcasts, first broadcast targets were pet dogs, and later evolved into live broadcast life. Today, one experience that leaves Da Bai fresh in his memory is the live broadcast of "cardiopulmonary resuscitation", which requires the anchor to have sufficient knowledge.

Chestnut, who began to come into contact with Short Video as early as 2014 and later began to broadcast live, now brings his own "treasure chest" for every large-scale live broadcast. "Today's live broadcasts not only need to be good-looking, but also go to some large-scale events. Before live broadcasts, mobile power, wifi, selfie stick, and fill light must be prepared; during the live broadcast, you must interact with fans and answer questions; after the live broadcast, you must also learn to summarize." Chestnut has obviously smelled changes in the live broadcast industry.

The anchor Ning Ning also mentioned that sometimes receiving the annual ceremony has to be broadcast for several hours continuously. Many anchors still insist on live broadcasting even when they are sick and taking intravenous drip. It is really "painful and happy."

For ordinary anchors, making money from live broadcasts is not easy. Zhang Xiao, the person in charge of a live broadcast platform, told reporters that female Internet celebrities, third-and fourth-line actresses, and models account for only 2% to 5% of the anchors, and take away 80% to 90% of the income; the rest are personality anchors who have skills in a certain field and have personal labels, and some amateur "amateur" live broadcasts.

Several anchors told reporters that it is difficult to rely on Live streaming tipping to support their lives. Anchor Li Meng also said that she only earns pocket money through live broadcasts. In addition, due to Li Meng's dissatisfaction with the platform division model, she changed 6 or 7 platforms one after another.

Zhang Xiao said that anchor revenue does not easily exceed 10,000 as rumored outside. More revenue data comes from platform top anchors, and the industry level is essentially uneven.

Shi Henan, the operation manager of Qiqi's live broadcast platform, is quite optimistic about many phenomena in the industry and the dissatisfaction of practitioners. She told reporters that after the changes in 2016, as platforms and anchors complement each other, the "sharing" models of major platforms will also be standardized and improved, and high-quality anchors are bound to receive high returns.

Transformation is difficult: It is not so easy for Internet celebrities to transform into stars. In addition

to uneven income, anchors also face multiple challenges in their personal development career.

According to the Ai Media Consulting Report, there are very few top Internet celebrities like Papi Sauce, and 90% of Internet celebrities have failed to realize their monetization. With the development of the fan economy,"e-commerce live streaming" is also an effective way to connect audiences and Internet celebrities, allowing Internet celebrities to gain more revenue. According to the "2016 China E-commerce Celebrity Big Data Report", the output value of the e-commerce celebrity industry in 2016 was 58 billion yuan.

Nowadays, Li Zi is also happy to sell products on live broadcast platforms. She believes that this can bring viewers closer and help understand products.

At the same time, some anchors said they hope to have the opportunity to participate in online movies and enter the film and television industry through live broadcasting. This market demand is very consistent with Wang Haibin's vision. Wang Haibin, a senior Internet video live broadcast industry person and CEO of Qiju Technology, told reporters that he will turn some of his live broadcast platforms into online movie studios, deliver talented and good-looking anchors on the platform to online movies, and transform Internet celebrities into stars. Create a convenient upward channel.

However, Zhang Xiao believes that the live broadcast platform only provides anchors with a "window" to be seen. Whether they can ultimately enter the favored circle depends on the unified standards of the industry and society.

Editor: Nancy