What will happen after online live broadcasts collect more than 20 billion yuan a year?

Venture capital is pouring in, the whole people participate in the carnival feast, chaos and questioning have given rise to supervision... Internet live broadcasts have been at the forefront of the wave since 2016. After experiencing rapid development, what will the next step be?

Venture capital is pouring in, the whole people participate in the carnival feast, chaos and questioning have given rise to supervision... Internet live broadcasts have been at the forefront of the wave since 2016. After experiencing rapid development, what will the next step be?

China Performance Industry Association recently established an online performance (live broadcast) branch in Beijing and released relevant reports and plans to outline a relatively clear development trajectory and blueprint for the new thing of "online live broadcast."

A spurt of development has garnered more than 20 billion yuan.

My country's online live broadcasting began in 2005, but there was a spurt of development in 2016.

According to the "Social Value Report on Online Performance (Live Broadcast)" released by China Performance Industry Association, the overall revenue of my country's online performance (Live Broadcast) reached 21.85 billion yuan in 2016, with more than 250 platforms and 344 million users. The overall penetration rate of netizens reached 47.1%, of which the penetration rate of netizens under the age of 30 was 73.6%.

"Online performances (live broadcasts) have shown a very high growth trend in terms of economic income, number of users, influence, etc." said Zhu Kening, president of China Performance Industry Association.

The report shows that in 2016, with the popularization of mobile Internet, online live broadcasts have also developed from traditional shows, live games, and live sports to pan-entertainment live broadcasts, live broadcasts + vertical industries (e-commerce, music, tourism, education, finance), etc. More areas.

At the same time, the online live broadcast industry has also become a driving force for the upgrading of cultural consumption, promoting entrepreneurship and employment, and promoting the optimization of economic structure.

In December 2016, two "Internet celebrities" in Chongqing recommended ponkan in Paishan Village, Jishou City, Xiangxi Tujia and Miao Autonomous Prefecture through live broadcasts. In one day, 120,000 people watched online and 10653 people placed orders, helping the local sales of more than 250,000 kilograms of ponkan, with sales of more than 310,000 yuan.

"The technology wave of live broadcasting has just emerged, and the industry's development is unlimited.'Live Broadcast +' will have a profound impact on various industries in society." Chen Zhou, CEO of Huanju Media Co., Ltd., newly elected president of the online performance (live broadcast) branch of China Performance Industry Association, said.

The negative impact has seriously restricted the development of the industry.

In poor rural areas, fake charity activities, live broadcasts of funeral parlors 'cremation processes, large-scale pornography, violence, and "exotic" shots... While online live broadcasts are booming, it is also accompanied by some problems: content homogenization, continuous creation ability is poor; content is vulgar, and some anchors use "out of position" to impress people.

In response to the chaos of online live broadcasts, since December 1, 2016, the National Cyberspace Administration has implemented the "Regulations on the Management of Internet Live Broadcast Services", which has put forward specific requirements for live broadcast qualifications, content management, credit systems, etc., and has set a definition for regulating Internet live broadcast services. The bottom line. Some live broadcast platforms have also successively introduced management rules to regulate the behavior of anchors and users.

The "Action Plan to Promote the Healthy and Orderly Development of the Online Performance (Live Broadcast) Industry" issued by the Online Performance (Live Broadcast) Branch of China Performance Industry Association pointed out that in the initial stage of the industry, some illegal behaviors and chaos occurred frequently, causing negative social impact and becoming a bottleneck that seriously restricts the development of the industry.

The action plan points out that the network performance (live broadcast) branch will promote the healthy development of network live broadcasting through the establishment of content review, industry training, credit system, information sharing, industry evaluation, industry research and other aspects.

"Network performance (live broadcast) industry, to spread positive energy, spread truth, goodness and beauty as the foundation, establish a good industry image." At the same time, we should constantly enhance the professionalism and originality of live broadcast content, provide in-depth and valuable live broadcast products, and gradually change people's inherent impression of live broadcast." Ma Feng, deputy director of the Cultural Market Department of the Ministry of Culture, said.

Government and public welfare can play greater value

. Industry insiders pointed out that after experiencing rapid development and chaos rectification, the future development of online live broadcasts has unlimited potential. In fact, online live broadcasting is not just a "show performance". It still has great value space to be explored in aspects such as government affairs and public welfare.

In the field of government affairs, the trial of the "Quick Broadcast" case of spreading obscene materials for profit has attracted widespread attention from the society through live online video broadcasts and has become an innovative exploration of judicial disclosure; Tencent has joined forces with a number of traditional media to achieve panoramic live broadcasts of reporters covering 40 routes of the National Two Sessions; the local High-tech Zone creates sunshine government affairs through live broadcasts, and conducts live video broadcasts around areas of concern to the people such as the construction of key projects and shantytown renovation.

In terms of public welfare, in February this year, Panda Live and CCTV opened an exclusive live broadcast room to broadcast the life of the national treasure giant panda 24 hours a day to promote the concept of biodiversity protection; in July 2016, Zanthoxylum bungeanum Live and 24 anchors launched a 48-hour southern flood charity relay live broadcast, all income donated to the disaster area; Recently, Sina Weibo cooperated with the United Nations Development Program to launch the "Turning Waste into Treasure Challenge" event. Dozens of anchors participated in the transformation of domestic waste processing, giving new value to waste, attracting more than 5 million fans to watch...

"Live broadcast With its unique sense of authenticity, sense of substitution and strong appeal, it provides a broader space for the spread and innovation of public welfare activities." Wang Yi, head of the report project and senior policy expert at Tencent's Cultural Industry Office, said.

According to reports, the China Performance Industry Association and the Intangible Cultural Heritage Department of the Ministry of Culture will also promote the "Live Online Broadcast + Intangible Cultural Heritage" project, so that live online broadcasts can play a greater role in spreading traditional culture.

Editor: Nancy