Live streaming was a life-threatening thing in 2016, but the flavor of live streaming may change in 2017!
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Specifically, the taste of the live broadcast competition will also change accordingly. In the predicament of limited profits, can large-scale financing really make a fortune? 2016 has passed. This year, the live broadcast industry is undoubtedly a key buzzword in the entire Internet field. On the one hand, major players have taken investments , sung songs, and made rapid progress, burning money desperately to grab land, and the amount of financing has repeatedly set new records; but on the other hand, behind the lively surface, the profit of live broadcast is very limited. The financial reports of the three listed companies YY, Momo and Tiange Interactive are the best examples. Live streaming is very popular, but only these three companies have annual revenue exceeding 1 billion. Among them, Huya's Q3 revenue was about 2.1 billion yuan, Momo's Q3 revenue was about 700 million yuan, and Tiange Interactive's Q3 revenue was 236 million yuan, with a net profit of 81.52 million yuan. In the predicament of limited profits, can large-scale financing really make a fortune? In the coming 2017, the trends and policies will become tighter, and the flavor of live streaming may change accordingly. 1. Costs continue to rise, vertical players are worried The greatest charm of live broadcast is its authenticity, real-time and interactivity. However, the associated platform operating costs are also very high. According to the 2016 third quarter financial report released in November last year by Tiange Interactive, which owns the three major live streaming platforms "Crystal Live, Miao Live, and Happy Live", the costs of the live streaming platforms, such as the anchor signing fees and bandwidth fees, have remained high. It is expected that these costs will continue to increase in 2017, which will undoubtedly be a test for the profitability of major live streaming platforms. Looking back at 2016, although the live broadcast + marketing or e-commerce model can greatly increase profits, the threshold is too high, few people make big money, and they are all concentrated on show-type live broadcast platforms. At present, the entire live broadcast platform has formed two major categories, and the pattern has been initially determined. First, there are the earliest comprehensive show live broadcast players like YY and Tiange Interactive, including Inke , Huajiao, Yizhibo, etc. that have made great efforts later; second, there are the live broadcast platforms in major professional vertical segments, such as game live broadcasts represented by Douyu , Huya, and Panda, professional financial vertical live broadcasts represented by Zhiniu Finance, and e-commerce live broadcasts represented by Taobao Live. Whether it is a comprehensive show-type live broadcast or a vertically segmented one, in the future only the top one or two companies in their respective fields will win, and the remaining players will undoubtedly be marginalized. It is relatively easy for comprehensive and entertainment-oriented companies to capture new users, and there are still some potential bonus periods. After all, old brands such as YY and Tiange Interactive have a strong foundation and have enough time and experience to fight this subsequent war. However, professional live streaming platforms will inevitably stagnate when they reach a certain stage of horizontal development. Once old players leave, new players are absent, and there is a lack of content support, they will face a cliff-like crisis. In particular, although there is room for development in areas such as sports live broadcast and financial live broadcast, they are too niche and have low payment rates. After the user experience has worn off, the industry will inevitably cool down, and 2017 will be a critical year for the platform's survival. Even for the most popular game live broadcasts, according to relevant data, the user engagement rate of game live broadcasts is not as high as that of entertainment show live broadcasts, the payment rate is only 1/3 of that of show live broadcasts, and the AR PU value is only 1/3 of that of show live broadcasts, and the overall revenue is only 1/9-1/10. In addition, due to the game's special requirements for picture quality and smoothness, its bandwidth cost is much higher than show-type live broadcasts. In addition, the game's reliance on the host's personal charm makes the signing fee even higher. These all become potential troubles. In addition, policy has become another unfavorable factor. At the beginning of the new year, according to the People's Daily, relevant state departments began to strictly investigate "unlicensed" and illegal live broadcast platforms. 90,000 live broadcast rooms were closed, more than 30,000 accounts were banned, and some small live broadcast platforms will be cleared out. This will make life even more difficult for many small players. 2 "Small but beautiful" scene exploration, the surrounding effect is prominent In my opinion, in 2017, different industries will create different scenarios when utilizing live streaming, and combine them to produce tens of thousands of “small and beautiful” cases. No matter what you do, you can combine it with live streaming. But we must clearly realize that, whether from text to images, the way of expression must contain a component of thinking, and the current live broadcast does not have this attribute, so it will become a form of performance on more levels. "The live streaming market is not that big. It is estimated that by 2020, the market size of online live streaming will be about 20 billion. Compared with the huge markets of games and e-commerce worth hundreds of billions and trillions of dollars, the scale of live streaming is still too small. It is a small and beautiful market, far from the hurricane eye of the Internet." According to Fu Zhengjun, CEO of Tiange Interactive, the live streaming industry has its own ceiling, and the scale of the industry is constrained by its own attributes and population. Although the market size has increased every year, the profit margin has become thinner and thinner, forcing live streaming to merge with other industries. Specifically, the taste of the live broadcast competition will also change accordingly. On the one hand, there is still potential for growth in monetization in the future, and some new ways of monetization can be explored, such as selling tickets for celebrity concerts through live broadcasts. Nowadays, user gift-giving is still the mainstream way of monetizing live streaming. It can be predicted that this type of gameplay will still be the mainstream in 2017, and there are two main reference indicators: the number of paying users and user ARPU value. In terms of these two indicators, YY and Tiange Interactive have a lot of room for growth. On the other hand, the era of burning money like in 2016 may be coming to an end. At that time, the platform will inevitably reduce its share of the anchors to ensure the healthy operation of the platform. At this time, the anchors must either move towards the era of refined and personalized operations, or leave the platform and seek other ways out. Finally, BAT will accelerate its pace and enter the market in full swing. 2016 will undoubtedly be a year of positioning and testing the waters, while 2017 will be a full-scale attack, which is bound to intensify the fierceness of the competition. At the same time, it can be predicted that there is a high probability that live streaming platforms will be acquired in 2017, and the big players that have already been listed, such as YY, Momo, and Tiange Interactive, will continue to grow stronger and eventually earn more real money through live streaming. All major fields related to live streaming will also enjoy the marginal effects brought by live streaming. Such as CDN service providers and cloud platforms related to live broadcast backend technology, order-brushing in the invisible chain of live broadcast, anchor intermediaries, microphones in live broadcast peripheral products and other hardware. Although they seem insignificant, they have become a successful link in the live broadcast industry and are making money quietly. 3 As the wind direction and policies tighten, the flavor of live streaming will also change No industry remains unchanged, just like YY and Tiange Interactive, which were originally the big brothers of PC show live broadcast, and painfully transformed to mobile. Only they themselves know the hardships during the period. Live streaming experienced a wild period in 2016. It was also in this year that new regulations for the live streaming industry emerged, and the trends and policies began to tighten. Last September, the State Administration of Press, Publication, Radio, Film and Television issued a notice requiring that those who provide live streaming services for online audio-visual programs must hold an "Information Network Audio-visual Program Transmission License" and set entry barriers for institutions and individual anchors, including certificate requirements on the one hand and live streaming content regulations on the other. However, only a few people have this "audio-visual certificate". Small platforms are trying to get licenses, or obtain them through acquisition or being acquired, but the starting price of this license is 20 million. Failure to obtain a license means bankruptcy is not far away. After the regulatory policy was determined, a large number of smart TV boxes collapsed. With the changes in the overall environment, veteran live streaming platforms such as YY and Tiange Interactive have taken the lead in exercising self-discipline. In addition to training anchors and requiring real-name registration in accordance with regulations, they have continued to increase their supervision of content. It is understood that Tiange has independently developed a 7*24-hour monitoring system, and cooperated with manual review to ensure content compliance. Other platforms have also begun to move towards content construction and supervision, and compliance is a prerequisite for live streaming. No matter how you look at it, the live streaming industry will face a bloody storm in 2017. First, the cost of live streaming is getting higher and higher, and if the three aspects of "bandwidth, content and marketing" are not properly separated, big problems will arise; second, the scale of the live streaming market is relatively limited, and failure to obtain maximum value in a short period of time is tantamount to making wedding clothes for others; third, the uncertainty of wind direction and policies has hung a sword over the necks of many unqualified small businesses. The taste of live streaming may be changing. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @老胡由(Qinggua Media). Please indicate the author information and source when reprinting! |
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