Take stock of BAT live broadcast layout: Tencent already has 9 platforms, and Baidu's response is slow again

Since last year, the "boom" in the live broadcast field has also been regarded as the next outlet on the Internet. In 2015, the number of live video platforms in China was close to 200, of which the market size of online live broadcasts was about 9 billion yuan, and the number of users of online live broadcasts platforms has reached 200 million yuan. The number of simultaneous online users on large live broadcasts on daily peak hours is close to 4 million, and the number of rooms performing live broadcasts at the same time exceeds 3000. Douyu TV, Yingke and other live broadcast platforms became star companies among these 200 live broadcast platforms overnight. Of course, BAT is always indispensable in popular fields. What is BAT's layout in the live broadcast field?

Since last year, the "boom" in the live broadcast field has also been regarded as the next outlet on the Internet. In April 2016, the "2016 China Video Live Broadcast Platform Industry Special Study: Warm Spring Encounters Cold Current" showed that the number of video live broadcast platforms in China in 2015 was close to 200, of which the market size of online live broadcasts was about 9 billion yuan. The number of users of online live broadcasts platforms has reached 200 million yuan. The number of online users on large live broadcast platforms during peak daily hours is close to 4 million, and the number of rooms conducting live broadcasts at the same time exceeds 3000.

Douyu TV, Yingke and other live broadcast platforms became star companies among these 200 live broadcast platforms overnight. Of course, BAT is always indispensable in popular fields. What is BAT's layout in the live broadcast field? The reporter conducted an inventory of this.

The most "crazy" layout

Tencent already has 9 live broadcast platforms

. Tencent has the fastest response and the craziest layout. Tencent's layout began in 2013. Through investment + self-construction, the number of live broadcast platforms under Tencent has reached 9, deservedly becoming the company with the largest number of live broadcast platforms.

Tencent's live broadcast platform covers multiple dimensions such as games, sports, stars, pan-entertainment, education, and life, and is particularly good at making use of its own high-quality social, video and other resources.

Self-built platforms: NOW Live Broadcast, Qzone Live Broadcast, Tencent Live Broadcast, Penguin Live Broadcast, Pattern Live Broadcast.

NOW Live Broadcast is Tencent's newly launched live broadcast platform, positioned for pan-entertainment live broadcast.

NOW Live Broadcast relies on the powerful social relationship chain of Tencent QQ and WeChat. Some are embedded in Mobile QQ and there are separate apps. Users can broadcast the beautiful moments around them anytime and anywhere through mobile devices, allowing users on all platforms to watch them. You can also use QQ, WeChat, Space and other channels to share them with friends around you.

Tencent's fourth quarter 2015 financial report showed that the number of monthly active accounts in QQ reached 853 million, and the number of monthly active accounts in Combined MAU of Weixin and WeChat reached 697 million. These huge user accumulation has become a unique advantage for NOW Live Broadcast, attracting more young users to participate. Relying on strong relationships, NOW Live Broadcast is bound to create a different temperament from Yingke, Zanthoxylum and other platforms.

Qzone live broadcast is the first in China to closely integrate live broadcast functions with social platforms to create the concept of social live broadcast. Here, everyone can become an anchor in their circle of friends, and everyone can interact with friends in real time during the live broadcast. Different from live games and live shows, Qzone focuses on live life broadcasts, and ordinary people can also have fun.

Qzone live broadcast is closely integrated with Qzone itself to create national live broadcast and life-style live broadcast, seize the relationship chain of friends, and focus on the interaction of friends in the live broadcast room, as well as the lively atmosphere in the dynamic streaming room.

Although the specific launch time of Fantasia Live Broadcast is unknown, it is very rich in categories and is highly active. The number of active people in general popular live broadcast rooms is about a few thousand. Fashion Live Broadcast also requires a QQ account to log in. It has a simple two-row style. One page can display about six live broadcast rooms at the same time. The categories are divided into styles, such as cute, queen, small refreshing, healing, etc.

Tencent Live Broadcast and Penguin Live Broadcast rely on Tencent's media resources. Tencent Live Broadcast relies on Tencent video resources, focuses on pan-entertainment, focuses on celebrity and fan content, and focuses on live content developed by stars and talents. Information from Tencent. com shows that from the launch of internal testing in December 2015 to mid-February 2016, the total number of Tencent's live broadcasts has reached 145 million, the cumulative number of live broadcasts has reached 550, the number of user likes has 41 million, and the number of user bullet screens has 980,000, and the number of SNS interactions is 300,000. Recently, Tencent Live also held a live broadcast of the papi sauce auction and the live broadcast of the "Ode to Joy" press conference.

Penguin Live Broadcast is suspected to have been transferred from the Douyu Sports Channel as a whole to focus on live sports. From the content perspective, Penguin Live Broadcast relies on Tencent's large number of sports copyright resources.

It is worth mentioning that in 2015, Tencent obtained exclusive authorization for the NBA's China Internet for the next five seasons. Judging from the Penguin Live Broadcast page, the NBA is indeed the top priority of its recommendation.

In addition to building its own live broadcast platform, Tencent is also generous in investment layout. Tencent invested in the game live broadcast platform Dragon Ball Live Broadcast and Douyu TV in November 2015 and March this year respectively.

Dragon Ball and Tencent Games jointly held the first "League of Legends" professional league in China. At the same time, Dragon Ball monopolizes the live broadcast rights of more than 30 game events such as Tencent Games '"Crossing the Fire" TV Professional League (CFPL).

When talking about why he invested in Dragon Ball Live Broadcast and Douyu TV, Yu Haiyang, investment director of Tencent Mutual Entertainment, said that Douyu was indeed the fastest platform in the entire game live broadcast industry at that time, so he still had Dragon Ball. Layout the betta.

In addition, Tencent also invested in the show live broadcast platform Quack Video and the education live broadcast platform Red Dot Live Broadcast in 2013 and 2014 respectively. At present, more than 90% of channel owners on red dots use the public account as a traffic pool, gain attention through the content of the public account, and also spread it through the "user recommendation" mechanism based on WeChat.

Alibaba

promotes Taobao Tmall live broadcasts and can "buy while watching"

. Compared with the diversity of Tencent's live broadcast platforms, Alibaba's layout in live broadcasts can be said to be consistent with its old business. This year, Ali launched two major live broadcast platforms, Taobao Live Broadcast and Tmall Live Broadcast. Both platforms are positioned as "consumer live broadcast", allowing users to "buy while watching".

Taobao live broadcast covers areas such as maternal and infant, beauty, fashion dating, food, sports and fitness, etc. The proportion of female users is about 80%, accounting for the absolute majority. The newly launched "Buy while Watching" feature supported by Ali Baichuan allows users to directly order products recommended by anchors without quitting the live broadcast.

Taobao data shows that since Taobao Live was launched in March this year, more than 10 million mobile users have watched live content, and the number of anchors has exceeded 1000. Currently, the platform has nearly 500 live broadcasts every day, of which more than half are born in the 1990s.

Not long after Taobao Live Broadcast was launched, Tmall Live Broadcast was also launched. In terms of positioning, Tmall Live Broadcast is similar to Taobao Live Broadcast. At the same time, Tmall Live will synchronize the brand live broadcast pages it cooperates with to various platforms on mobile Taobao, helping brands and media achieve one-stop live broadcast page delivery. At the same time, Tmall Live also provides one-stop live broadcast solutions such as "live broadcast to on-demand". The brand connects once and all Netcom uses it, and can synchronize the live broadcast page to all external channels for brand promotion.

Merchants and media can realize brand marketing interactions in Tmall live broadcasts, such as brand customization, timely online interaction between brands and netizens, buying while watching, bullet screens, secret red envelopes, lottery, shaking, event live broadcasts and celebrity live broadcasts., multi-perspective live broadcasts, etc. Tmall Live will sort these live content and push them to users through personalized recommendations. On the independent live broadcast channel of Tmall APP, brand merchants can seamlessly channel into stores and buy while watching.

Whether it is Taobao Live Broadcast or Tmall Live Broadcast, they are all for Alibaba's e-commerce companies. Unlike mainstream live broadcast platforms that earn income from rewards, props, etc., Taobao Live Broadcast and Tmall Live Broadcast help merchants conduct marketing and can also have a wider source of income.

In the popular field of pan-entertainment, Ali has not yet built its own live broadcast platform. However, its wholly-owned subsidiary Youku Tudou has built a live broadcast platform. Laifang has functions such as hot recommendation, variety live broadcast, square, leaderboard, mall, forum, etc. Among them, the square has classified broadcasters, variety live broadcast, and game live broadcast. The rankings include star list, rich list, star popularity list, fan lucky list, and weekly star gift list, which are divided into day, week, month, and total list. The platform is positioned as "China's No. 1 Internet Mass Star Making Platform."

In the field of games, Youku Tudou also invested in Firecat TV. After the investment, Fire Cat TV cooperated with Youku Tudou in terms of high-quality content production and ecological community building. The first is to integrate Fire Cat TV's e-sports resources with the production and screenwriting capabilities of Heyi Group to produce content; the second is to export content to youth training teams, professional teams, live broadcast platforms, etc.

In addition, there has been news recently that Alipay is also internally testing the live broadcast function. Screenshots posted by netizens show that there is indeed an option for "Live Broadcast" in the Alipay dialog box options. However, the specific situation of Alipay's live broadcast is still unknown.

Since

the rise of mobile Internet, Baidu's strategic layout has always been half a beat slower than others, and the layout of Mobile Live Video Broadcasting is no exception. While Tencent and Ali both relied on their own characteristics and advantageous resources to lay out live broadcasts, Baidu seemed to be still immersed in the layout of O2O and Internet finance, and seemed to have not yet realized that the Internet's popularity had turned.

Although national live broadcasts have become popular among friends, Baidu has made little investment in live broadcasts. TechWeb queried network information and only found that Baidu launched a low-key "Hundred Show Live Broadcast" around February this year. At present, there is very little information about Baixiu live broadcasts. Judging from the website pages, its form is more like a "show" in traditional live broadcasts, and there is still a certain distance from Mobile Live Video Broadcasting.

In June this year, Baidu CEO Robin Li was also asked by the media about his views on the field of live broadcasting and VR. He said that he also downloaded the live broadcast APP to experience it for himself, and had communicated with some entrepreneurs and CEOs who had live videos. "These are all newer and younger mobile Internet games, but what impact these games have on the current content ecosystem, service ecosystem, and even the future financial ecosystem is the primary question he considers when observing these phenomena."

Throughout the interview, Li Yanhong repeatedly emphasized that "we must pay more attention to the layout and construction of Baidu's content ecosystem, service ecosystem, and financial ecosystem from a strategic level." For new areas such as live broadcast and VR fields, Li Yanhong believed that "we must constantly study and find a suitable role for Baidu here."

Judging from Li Yanhong's statement, Baidu's layout in the live broadcast field seems to have not officially begun.

Editor: yvette