Analysis of competing live streaming apps: In the battle for national time, how can live streaming apps gain users’ usage time?

Live streaming is a form of Internet content dissemination that is real-time and interactive. In recent years, live streaming has remained popular, extending from game and show live streaming to pan-entertainment live streaming, and mobile live streaming has surpassed PC live streaming. This time, we selected representative mobile live streaming platforms, YY, Yingke, and Huajiao Live, for comparative analysis.

1. Industry Overview

summary:

From the data of the entire market, the investment and financing situation, and the number of users, it can be preliminarily concluded that mobile video live streaming has transformed from a niche cultural dissemination method into a field that capital, government, and public opinion "have to" pay close attention to, and its influence on the general public is also subtle. Among them, we have observed that YY, which has expanded from PC to mobile, and Inke and Huajiao, which were popular first, have not yet seen a monopoly in the entire industry. The competition is relatively fierce and the future market potential is huge.

2. Experience the environment

• Phone model: MI5 (Xiaomi 5)
• Android version: 6.0.1
• YY: Software version v5.13.3
• Inke Live: Software version v3.7.20
• Huajiao Live: Software version v4.3.8.1028
• Experience time: 2017.1.7—2017.1.15

3. User analysis

4. Competitive product analysis

Product Positioning

YY Information Architecture:

Yingke Information Architecture:

Information architecture of Huajiao:

summary:

Different product positioning results in different product designs and logics for these three products. In general, the three products do not have a very complex architecture, and the main parts are all composed of browsing live broadcasts, starting live broadcasts, and personal homepages. YY's structure is more complex, including the community and an independent module nearby, video classification, showing the characteristics of a full range of video types; Inke's structure is relatively simple, with clear logic at a glance; Huajiao's structure is more detailed, and following and private messages are listed separately for greater user convenience.

Function comparison:

Represents a special function, √ represents support, and × represents not support.

The above lists the complete functions of YY, Inke and Huajiao Live: Among them, YY's special functions are complete in categories, covering music, technology, outdoor, sports, games and other content, and the key functions of community and nearby have a social meaning of strangers making friends; Among them, Inke can view the live broadcasts of people nearby, gradually shifting the relationship chain between the anchor and the audience to stranger social networking based on geographical location, knowing how to create hot spots and retain users; Huajiao's celebrity videos have attracted a large number of fans, and the use of dynamic video stickers is in line with its product positioning, and has also attracted a large number of users.

Interaction Analysis

Summary and Analysis

As the demographic dividend of mobile Internet disappears, grabbing the total time of the people has become an inevitable war in the Internet industry. Mobile live video wants to increase the user usage time:

1. We need to control the quality and category of videos, strengthen supervision, and pay attention to diversification. The existing mobile video live streaming apps are similar in content, and more vertical mobile video live streaming apps need to be developed.
2. Combining with VR technology to improve user experience is a good way to retain users;
3. Grasp the effects of stars, influencers and IPs, and build a social circle of stars, influencers and fans, similar to YY's community, to facilitate subsequent continuous interaction and profitability;
4. The mobile video live streaming industry is a relatively money-intensive field, and long-term development requires ensuring that follow-up funding is in place.

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The author of this article @Mode is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!