Momo's revenue in the first quarter was 50.9 million yuan, accounting for 30.7% of live broadcasts, becoming the largest source of revenue

The financial report showed that Momo's net revenue for the first quarter was US$50.9 million, a year-on-year increase of 93%. Among them, the most eye-catching revenue for the quarter came from live broadcast services, which contributed US$15.6 million to Momo this quarter, accounting for 30.7%, making it the largest source of revenue. It should be noted that this is also the first time that Momo has publicly disclosed the individual revenue of its live broadcast service.

Original title: Momo announced its first-quarter financial report. The most attractive thing was that the live

mobile social platform Momo released its first-quarter financial report for the 2016 fiscal year on the 17th. To the surprise of the outside world, Momo Live became a key word in this report as of March 31.

The financial report showed that Momo's net revenue for the first quarter was US$50.9 million, a year-on-year increase of 93%. Net profit attributable to Momo was US$7.1 million, compared with US$6.7 million for the same period in 2015. Without U.S. GAAP, net profit attributable to Momo was US$12.7 million, compared with US$9.4 million for the same period in 2015.

Among them, the most eye-catching revenue for the quarter came from live broadcast services, which contributed US$15.6 million to Momo this quarter, accounting for 30.7%, making it the largest source of revenue. It should be noted that this is also the first time that Momo has publicly disclosed the individual revenue of its live broadcast service.

As of March 31, 2016, Momo's monthly active users reached 72.3 million.

Financial results for the first quarter of 2016:

Net revenue:

1. Momo's net revenue for the first quarter was US$50.9 million, an increase of 93% from US$26.3 million in the same period last year. Among them, the live broadcast service generated revenue of US$15.6 million in the first quarter of 2016, and the service was launched in the third quarter of 2015. The main reason for the rapid growth in live broadcast service revenue is that more and more users are trying to use live broadcast services.

2. Member revenue for the first quarter of 2016 was US$14.9 million, an increase of 14% from US$13 million in the same period last year. Momo members refer to Momo users who have paid subscription fees for member services. The year-on-year increase in member subscription revenue was mainly due to the increase in average revenue for charging users due to the introduction of the SVIP membership package in June 2015. As of March 31, 2016, Momo's membership was 3.2 million.

3. Mobile marketing revenue in the first quarter was US$12.4 million, an increase of 104% from US$6 million in the same period last year. The significant increase in mobile marketing revenue is due to the company's own streaming native advertising marketing system released in the second quarter of 2015 to improve efficiency, and the company's sales agents have brought in an increasing number of new customers and orders since the third quarter of 2015.

4. Mobile game revenue in the first quarter of 2016 was US$7.4 million, a 21% increase from US$6.1 million in the same period last year. The increase in mobile game revenue is mainly due to the contribution of two popular games.

5. Revenue from other services in the first quarter of 2016 mainly came from paid emoticons, with revenue reaching US$700,000.

Regarding Momo's outstanding performance on live broadcasts, Momo Chairman and CEO Tang Yan said that there is a significant synergy between Momo's core business and live broadcast services. Live broadcast services create a new way for users to socialize and find fun on Momo platform.

This business not only allows Momo to continuously open up new businesses and attract new users in addition to its core services, but also establishes an entrance to other emerging areas, such as China's booming entertainment industry.

Today, when the field of live broadcasting has entered a chaotic battle, Momo Live's performance has brought huge surprises to its investors. As a live broadcast platform started with social tools, Momo Live Broadcast has its own growth path.

Path 1: The combination of social and live

streaming Momo's live broadcast service began with Momo Live, an interactive music live broadcast service launched in September 2015. But strictly speaking, the Momo live positioning launched at that time was different from today's Momo live broadcasts. In April this year, after several months of low-key operation, Momo made strategic adjustments to its products and placed "live broadcast" in the main frame position. It is open to all users, and Momo has thus entered the national live broadcast stage.

In order to pave the way for live broadcasts, Momo mainly operated around professional singers and fans when launching Momo Live. For this reason, it also invited well-known music producer Liang Qiaobai to serve as the chief content officer.

In China, live broadcast platforms are blooming, and Momo, as a social platform, naturally focuses on the combination of social and live broadcast. Live broadcast also provides a new form of development for social. Live streaming is just a tool and technical means, but combined with different platforms, it may have different values.

Jia Wei, vice president of Momo, said,"A social platform like Momo may have a more obvious role in helping users establish social relationships or achieve social relationships. What is essentially different from traditional shows and live broadcast software is that the relationship between the anchor and the audience in Momo live broadcasts is no longer one-way. The social relationship between the two has very rich attributes. It may be friends, colleagues, nearby people, etc., obviously this interaction is an improvement in social efficiency."

The biggest feature that distinguishes Momo Live Broadcast from traditional shows and independent live broadcast platforms is that most users conduct live broadcasts based on their social relationships on Momo Platform, which not only avoids the embarrassment of no one watching their live broadcast, but also satisfies the needs of making friends and the opportunity to achieve real social relationships.

Many active users have established their own social circles on Momo and have dozens of friends. When ordinary users broadcast live, the live broadcast room is like becoming an online gathering place for friends, which can greatly enhance the stickiness of live broadcast users.

Path 2: When producers of PGC content on the development platform

were planning for the future of Momo Live Broadcast, Jia Wei expressed the hope that Momo Live Broadcast could make some changes in its business model and no longer be like many show venues and live broadcast platforms., relying on rewards and sharing profits. Instead, we consider it from the perspective of social attributes, and let rewards just become a means to mobilize everyone's social enthusiasm.

For example, users who perform professional skills such as fitness, dance, teaching, and cooking on Momo Live Broadcast are encouraged to gradually develop into producers of PGC content on the platform, and make profits by collecting live tickets and monthly tickets, and use this as a profession.

It is worth noting that Momo has already been increasing the activity of live broadcast users by holding operating activities such as "Red Star" and "National Song God". However, Jia Wei said that Momo hopes to delegate the organization of these activities to some ordinary users in the future and directly integrate social and live broadcasts, so that users can no longer just output in one way, but can form social circles.

Momo is not the first person to use social tools as a live broadcast platform. Looking around the world, Facebook is a typical case of moving from social to live broadcast, and Weibo is also catching up in the field of live broadcast in China. Momo Live Broadcast wants to stand out among the many live broadcast platforms that have already formed a model. How to play the social card is the king way.

Editor: Nancy