Given traffic and policy requirements, PGC may be the best way to open Mobile Live Video Broadcasting

A large reason for the rise of PGC is that UGC cannot form a commercial ecosystem. If the platform wants to monetize traffic, only by producing PGC content and integrating anchors and advertising resources on the platform can we maximize business. UGC will not completely disappear, but it will shrink to a scale equivalent to its value. In the future, a model of PGC supporting UGC is likely to emerge.

The strong rise of Mobile Live Video Broadcasting has evoked a second spring of the UGC model, and has also taken away traffic from desktop live broadcast platforms such as Douyu, Zhanqi, and Panda. The sharp increase in the number of personal anchors has brought a surge of content development to Mobile Live Video Broadcasting, UGC is no longer the darling of live broadcast platforms.

In the UGC era where everyone can be an anchor

, everyone can be an anchor. This was the industry vision when the live broadcast industry was just emerging. Initially, the platform required traffic, and naturally hoped to attract more anchors and content. But now, high traffic, low-quality and high-volume content, and lack of business models are affecting the future development of the UGC model.

What UGC content creates is a dream. It creates the illusion of high traffic and rich content on the platform, which is full of vulgar and homogeneous content. The excessively large and bloated content library has brought regulatory pressure to the platform, but even under the pressure, there are still fish that escape the net to live broadcasts, create people, change clothes, etc., which has had a bad impact on the UGC model and platform.

Traffic and censorship are becoming the main expenses of the platform. The question is does the platform really need so much content? In fact, 80% of the traffic is concentrated on high-quality content, and it has never happened that a well-known anchor supports a type of live broadcast. Well-known anchors have far more say than the platform. For this reason, the platform can only sign up heavily because the traffic value of high-quality UGC content far exceeds that of ordinary UGC content.

The most fatal thing is that UGC lacks liquidity. Due to uneven quality, it cannot form a benign commercial scale to support the platform. Even if there is huge traffic, there is very little value traffic. Eighty percent of high-quality content traffic. It is basically celebrities, Internet celebrities, professional players, well-known commentators, etc. These traffic is based on the anchor's personal brand, forming a fan economy.

Many grassroots and personal anchors 'UGC content also wants to enter this mode, but whether it is celebrities, Internet celebrities, professional players, or well-known commentators, it is packaged and operated for a long time, which is beyond the reach of individuals. Take the famous LOL anchor MISS as an example. The team behind it includes teammates who are making jokes together, photography team, new media operation team, online store maintenance team, and advertising team. This has long exceeded the scope of ordinary UGC content and is already at the level of quasi-professional artist packaging.

In order to help individual anchors grow, Internet celebrity economic companies and training companies have sprung up. The UGC content they mass-produce has increased the traffic burden on the platform. And does the platform need so many anchors? Based on the current more than 100 live broadcast platforms, the number of online live broadcast platforms nationwide in 2015 will be close to 200, of which the market size of online live broadcast is about 9 billion, and the number of users of online live broadcast platforms has reached 200 million. Large live broadcast platforms have simultaneous daily peak hours. The number of online users is close to 4 million, and the number of live broadcast rooms exceeds 3000. An average of 4 million online people are allocated to the platform, but the number of users is only 40,000, and even fewer are allocated to UGC content. In order to avoid the situation of more anchors and less viewers, the platforms have also shown their own tricks and carried out a "water injection" project in terms of the number of viewers. If you come to an audience, I will multiply it by 5 times 10, and use false numbers to stimulate the anchor's live broadcast power., also attracted the criticism of a bubble.

Facts have proved that even the UGC model is only suitable for famous Internet celebrities and celebrities. Live broadcasts have weak demand for ordinary users, and the platform lacks effective incentive mechanisms. Newcomer anchors are easily submerged in countless live broadcast rooms, making it difficult to gain attention and a sense of accomplishment. In May this year, when Weibo Lianhe Miaipai launched a live broadcast on the Mobile Live Video Broadcasting platform, it directly proposed a star strategy and a fan social model. Everyone understands that even in the era of UGC national live broadcasting, high-quality UGC is the value of a platform.

Self-made content, PGC began to rise.

Early live broadcast platforms were mainly game live broadcasts, with professional players and game commentators being the initial beneficiaries of live broadcasts. Users follow anchors, but fan benefits cannot bring benefits to the platform. If anchors change jobs, the content of the platform will be vacant. Therefore, the live broadcast form dominated by anchors will not become the core competitiveness of a platform.

Nowadays, live broadcasts are no longer limited to computer desks. Outdoor live broadcasts, variety shows, meal live broadcasts, and various exotic live broadcasts have appeared one after another, not to mention beautiful women shows that have long been loved by netizens. In the early days of Panda TV's launch, Wang Sicong hired AfreecaTV's diva female anchor Yi Suwan from South Korea with a large amount of money. After attracting traffic, he took advantage of the opportunity to create the Korean female anchor talent show "Panda girls", integrating and utilizing the platform's resources to achieve good commercial results. Although the live broadcast of games relies on events, the size and popularity of the type have been overshadowed by the live entertainment broadcast.

Not only entertainment, traditional media are also seeking breakthroughs in the field of live broadcasting. TV stations have always been dominated by PGC content."Super Girl" is back this year to broadcast the girls 'training process on major live broadcast platforms, allowing fans and idols to grow together. Last year, Tencent Video launched a large-scale outdoor live broadcast of "The Sixteen of Us", which was broadcast 24 hours a day. At the same time, it also edited the highlights and broadcast them on TV stations, taking into account the content needs of multiple platforms. Netease News is broadcast in conjunction with the TV talk show "Bossdon" on a mobile live broadcast platform. The live broadcast experience has brought a lot of new vitality to this ten-year-old program.

Variety shows are being moved from TV stations to live broadcast platforms. Ma Dong, the program producer who produced "A Wonderful Story" at iQiyi, announced that he has entered Douyu and created a live broadcast variety show "The Temptation of the Dinner" specifically for the platform. Compared with live games supported by events, there are more diverse ways to play entertainment live broadcasts, which also invisibly promotes the platform's investment in entertainment PGC. After Douyu announced in May that it had cooperated with Qunar to launch the eight popular scenic spots "Yuxing Journey" program, Panda TV immediately heard that Wang Sicong had invested 100 million yuan to create the live show program "Hello, Goddess!!".

It can be seen from the above programs that the live broadcast platform is also focusing on building its own program IP and establishing its own PGC commercial closed loop. Such a huge investment scale has also brought high-quality content and formed healthy competition between platforms.

Traffic demand, the needs of policy supervision live

broadcast platforms are mainly divided into three points: 1. Liquidation of traffic. Live broadcast platforms that rely on financing to survive are too dependent on capital, and only by making blood on their own can they gain more say;2. Integrate resources, whether it is anchors, advertising, news, marketing, and conferences, all come to my ecology;3. Become an export of important media and form social influence.

The biggest advantage of PGC is to help the platform integrate resources. In the past, UGC focused on entry and allowing more people to enter the platform. PGC talked about exit and displayed the high-quality content of the platform. PGC also has unique advantages in realizing traffic. PGC content itself has strong topicality and attention, and is easily favored by advertisements. This is like a TV program.

We often see brand naming and advertising placement on programs. PGC content is close to TV programs, but compared to the simple brand exposure on TV stations, live broadcast platforms can use technology to realize buying while watching the content, transforming users 'viewing enthusiasm into consumption power in real time, bringing more cross-border advertising and marketing possibilities.

Large-scale and professional program production ensures the quality and value of content. By integrating resources on the platform with PGC, the value can be maximized. In the past, the voice was in the hands of the anchor because the anchor represented traffic. But under the PGC model, the platform has the final say on who can become popular and who makes money, because all resources are in the hands of the platform. The PGC model gave birth to the entire commercial chain. The program increases the exposure of the anchor, brings more advertising revenue, improves the topicality of the platform, and forms a word-of-mouth benefit of the program. A PGC content includes topicality, exposure, star-making, advertising, interaction, IP, etc. The platform can benefit from every link. It can be said that moving towards PGC is an inevitable result.

On the other hand, the promotion of policies has brought new opportunities to PGC. Under the restrictions of regulations and supervision, PGC has avoided the risks of UGC. The content is highly controllable and has great influence. The rules and regulations will promote PGC. Gradually move towards standardization and move closer to the program form of traditional TV stations. In the future, live broadcasts are likely to become a part of the censorship system. You will encounter situations where PGC programs will need to be applied to the radio and television industry to go online.

PUGC has become the final form

. The rise of Mobile Live Video Broadcasting is not so much a challenge to the desktop live broadcast platform as a new opportunity. At present, the problems of excessive anchor resources on the desktop live broadcast platform, high content homogeneity, and uneven quality have been alleviated after Mobile Live Video Broadcasting diverted UGC resources. On the one hand, it reduces the regulatory pressure on the desktop live broadcast platform. On the other hand, the desktop live broadcast platform can spare no effort to try PGC business.

The introduction of the "Net Net 2016" policy has exposed the problem of exposing loopholes in platform supervision. The most affected is undoubtedly UGC content, because UGC anchors cannot correctly guess the location of the bottom line and red line, which can easily lead to loss of control. In the future, desktop live broadcast platforms will focus on pushing high-quality content, and UGC's share will be further weakened. Mobile Live Video Broadcasting not only absorbs UGC resources, but also tries new technology types. For example, Zanthoxylum bungeanum has launched VR live broadcasting, which combines it with Mobile Live Video Broadcasting to provide an immersive experience. But these are not enough. Mobile Live Video Broadcasting will also face the problem of desktop live broadcasting. How to define the value of UGC is a question that all Mobile Live Video Broadcasting platforms need to consider.

So what will happen to UGC's future? I have three opinions. First, UGC will continue to exist, but it will form a situation where PGC supports UGC; second, UGC will form a model dominated by stars or Internet celebrities, becoming another form of presentation of the PGC model; Third, completely withdraw from the desktop live broadcast platform, and in the future, only PGC content will be left on the deskside live broadcast platform.

A large reason for the rise of PGC is that UGC cannot form a commercial ecosystem. If the platform wants to monetize traffic, only by producing PGC content and integrating anchors and advertising resources on the platform can we maximize business. UGC will not completely disappear, but it will shrink to a scale equivalent to its value. In the future, a model of PGC supporting UGC is likely to emerge. The anchors of UGC content will also become a part of the platform's PGC ecosystem, which will positively drive the development of the entire commercial closed-loop.

Editor: yvette