In the live streaming melee, will the five major camps of YY, Yingke, Momo, KK and Douyu be formed soon?
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With the rise of internet celebrities such as Papi Jiang, online live streaming has suddenly become extremely popular. These four keywords aptly describe the popularity of this market. Four keywords "Everyone participates" , online live streaming has made it a reality for everyone to become a host. Everyone has a dream of becoming a star. More and more male and female hosts are emerging, and many TV and radio program hosts are also starting to open their own live broadcast channels. "Big stars" , the popular stars we are familiar with such as Jay Chou, Jia Nailiang, Fan Bingbing, Angelababy, Lin Gengxin, Chen He, Zhou Bichang, Coco Lee, Liu Tao, etc. are all starting to try live streaming, and even Xiaomi's Lei Jun has started live streaming. "Capital chasing" , previously Songcheng Performing Arts acquired the show platform Liujianfang for 2.6 billion yuan, Tencent and Youzu Games invested in Longzhu Live, etc., which have set off a wave of financing for online live streaming. This year, Kunlun Wanwei led the investment in Inke Live, followed by LeTV Sports acquiring Octopus TV for 300 million yuan, and Douyu Live received more than 100 million US dollars in Series B financing, all of which have set off a wave of enthusiasm for online live streaming in the capital market. "Giants enter the game" . As the market becomes increasingly popular, more and more giants are also starting to join the online live broadcast. NetEase, Youku Tudou, Kugou, iQiyi, LeTV, Xiaomi and others have joined this battle. Four reasons As for why the live broadcast market has exploded in such a short period of time, Liu Kuang personally believes that it is mainly due to the following reasons: 1. Pan-entertainment is becoming an inevitable development trend. The public's demand for pan-entertainment consumption is becoming increasingly strong, and the biggest difference between online live streaming and text, content and video is the interaction with fans, which can better meet users' demand for pan-entertainment. 2. The rapid rise of mobile live streaming has benefited greatly from the increase in 4G network speed. Mobile live streaming has very high requirements for Internet speed, which is also an important reason why mobile live streaming has not risen rapidly in the past. But today, with the continuous penetration of 4G networks, according to the latest statistics, the penetration rate of 4G networks in December last year has reached 29%, which will inevitably accelerate the progress of mobile live streaming. 3. Smart phones, smart TVs and other devices are becoming increasingly popular. At the same time, the pixels of the front and rear cameras of mobile phones, video beautification technology, etc. are also constantly upgrading, which has created better technical and hardware conditions for mobile live streaming. 4. In the past, in the field of online live streaming, what people saw most were live broadcasts of entertainment programs such as singing, talk shows, and dancing. Nowadays, with more and more professionals, celebrities, self-media , etc. joining in online live streaming, its audience is also beginning to expand. The market for online live streaming will further expand in the future. According to statistics, the market size of online live streaming reached 12 billion in 2015, and the market size of the live streaming industry will reach 106 billion by 2020. At the same time, large companies with a market value of hundreds of billions will likely emerge in the live streaming market in the future, and five major camps are forming in this market field. 1. The YY camp represented by YY, 9158, Liujianfang, Guagua Video, etc. Before mobile live streaming became popular, older generation online live streaming platforms such as YY, 9158, Liujianfang, and Guagua Video gained a huge user base through their initial wild growth. At present, such platforms still have sufficient advantages in the live broadcast market on PC, but they are facing threats from mobile live broadcast shows. Therefore, traditional online live streaming represented by YY also began to enter the mobile live streaming market, and launched a head-on battle with mobile live streaming platforms such as Yingke and Huajiao. In the early days, YY live broadcasts relied on internet celebrities and stars to attract a large amount of user traffic, especially male users. These platforms entered the online live streaming market relatively early, and have accumulated enough popularity and brand awareness for the platforms. On the PC side, it is difficult for other platforms to easily shake their position. It is precisely this accumulation on the PC side in the past that has allowed them to accumulate sufficient live broadcast content resources, operational experience and technology. With a strong foundation, despite the threat from mobile live streaming platforms such as Yingke and Huajiao, they will be able to quickly establish their own counterattack camp, launch an attack on mobile live streaming, and gradually transfer their advantages on the PC side to the mobile side. However, judging from the current mobile live streaming landscape, it is already difficult for the YY camp to easily establish its own live streaming empire and dominate the entire market as in the past. They are facing more and more powerful opponents, which brings many uncertainties to their future mobile live streaming. At the same time, the YY team also faces considerable challenges in transferring its users from PC to mobile devices. Many anchors are already accustomed to using YY live broadcast on PC. If they are asked to live broadcast on mobile terminals through mobile phones, they may not be able to adapt to it, and users will not be able to adapt to their mobile terminals so easily. 2. The Yingke camp represented by Yingke and Huajiao When it comes to mobile live streaming, many people regard platforms like Yingke and Huajiao as the dark horses in mobile live streaming, because they were established relatively recently but have risen very quickly. Yingke's growth rate was even more rapid. Within less than a year after its establishment, its user base exceeded 10 million, and it subsequently received three rounds of financing within half a year. It is obvious that the rise of this type of new mobile live streaming platform has threatened the survival space of other live streaming platforms. Firstly, platforms such as Yingke and Huajiao, by featuring amateur anchors, have created the concept that anyone can be an anchor. This has rapidly expanded the range of anchors, and video anchors have suddenly entered the public eye. This is an important reason for their rapid rise to fame. Secondly, from the perspective of mobile product design, the design of such products is relatively simple, but this also creates a better user experience for them. Users can directly open the software and broadcast live through their mobile phone cameras. Third, from the perspective of the characteristics of mobile live streaming, in the past, live streaming required the host to be next to a desktop computer or laptop with a camera in order to record the live broadcast, and they also needed to wear headphones, which made live streaming inconvenient. However, mobile live streaming completely solves this pain point. The host can broadcast live anytime and anywhere as long as there is a smooth network environment. Of course, compared with the YY camp team and the KK camp team, the Yingke camp team will have shortcomings in live broadcast content and operational experience. Although they have achieved rapid development in a short period of time, whether this development can continue remains to be tested by time. Most importantly, when the Yingke team’s position had not yet been fully established, the YY camp team and the KK camp team launched a fierce attack on it. YY launched Me, which targets trendy user groups, and KK incubated the mobile live broadcast product "Bangbang Live". These products posed a great threat to the Inke team and caused the Inke team to lose its competitive advantage in the mobile live broadcast field. As more and more competitors enter the market, the future of the Yingke team faces huge challenges. 3. Social Camp Represented by Momo and Weibo In the US market, social giants such as Facebook and Twitter have invested heavily in mobile live streaming, and domestic social platforms such as Weibo and Momo have also entered the mobile live streaming market. Momo launched Momo Live last year and started live streaming, while Weibo reached a cooperation with Yixia Technology and handed over its live streaming function to Yizhibo of Yixia Technology. First of all, in terms of user traffic, both Weibo and Momo have advantages that other platforms do not have. Momo has 200 million users, while Weibo is even more powerful, with 500 million users. Miaopai, a short video sharing platform developed by Yixia Technology, emerged as a rising star with the help of Sina Weibo . This time, Yizhibo can fully leverage Sina Weibo to gain user advantage again. At the same time, the social features of Weibo and Momo can help live video spread better. Secondly, in terms of financial strength, the total valuation of Yizhibo’s parent company, Yixia Technology, has exceeded US$2.5 billion, while the total market value of Sina Weibo is also around US$5 billion. As for Momo, its market value exceeds 3 billion US dollars, and its strong financial strength is a strong backing in the mobile live streaming war. Finally, in terms of technical strength in mobile live streaming, Sina Weibo and Momo also have certain advantages. Yizhibo, which is connected to Sina Weibo, can compress live videos and ensure picture clarity by leveraging the technologies accumulated by Miaopai and Xiaokaxiu , saving traffic for broadcasters and users. However, although Momo and Weibo have certain advantages, they also have serious shortcomings in their entry into mobile live streaming. The first shortcoming is the lack of live video content, which is the biggest problem faced by all new entrants. Without enough internet celebrities and valuable video content, it is difficult to attract users. There are many small and medium-sized live broadcast platforms that were declared closed just after they were built because they could not operate without content support. The second shortcoming is the lack of operational experience. Although Weibo and Momo have sufficient experience in the social field, they are still novices in the field of mobile live streaming. The lack of experience will inevitably cause them to take many detours on this road. 4. KK camp team represented by KK, NetEase BOBO, and Xiuse Different from the YY camp team, the KK camp team represented by KK, NetEase BOBO and Xiuse has also achieved good development. KK was founded in 2012. It is a combination of three major platforms: KK Sing, KK Live, and KK Broadcast, and has fully entered the mobile live broadcast market. NetEase BOBO is an Internet celebrity live broadcast platform created by NetEase. Xiuse is also an early platform to enter the mobile live broadcast market, and it also has a certain user scale. From the perspective of content resources, compared with mobile live streaming platforms such as Yingke and Huajiao, the KK team has more accumulation in live streaming content. Take KK for example. In the past, their three major platforms, KK Sing, KK Live and KK Broadcast, have accumulated a considerable amount of vertical live broadcast content such as entertainment, film and television, sports, games, etc. This is their advantage. As more and more competitors enter the mobile live streaming market, valuable live streaming content will become the core competitiveness of live streaming platforms in the future. From the perspective of operational experience and technology, mobile live streaming is a field that requires very high technical requirements. Through the accumulation of the past few years, the KK team has not only laid a certain technical foundation for the platform, but also accumulated certain platform operation experience. This is an advantage that many new entrants to live streaming, such as Yingke and Huajiao, do not have. From the user's perspective, although the user scale of the KK camp is not as large as that of the YY camp, they have more advantages on the mobile side, and the payment habits of mobile users are more prominent than those of the YY camp. Compared with mobile live streaming platforms such as Yingke and Huajiao, the KK camp has also accumulated a larger user scale. However, like the YY team, the KK team, which has been working in the field of mobile live streaming for many years, has also been impacted by new mobile live streaming platforms such as Yingke and Huajiao. It is not easy to defeat them in a short time by relying on their past advantages in content resources, users, etc. in mobile live streaming. In addition, the KK camp team also needs to face competition from platforms such as YY, Weibo, and Momo, which have more user advantages than themselves. 5. The gaming teams represented by Douyu, Panda, Zhanqi, and Longzhu In the field of online anchors, game anchors have always been a very popular field, thus forming a camp of game live broadcast platforms represented by Douyu, Panda, Longzhu, Zhanqi, etc. Although these platforms have been deeply involved in the field of game live broadcast, they are gradually transforming into pan-entertainment comprehensive live broadcast platforms. Like the YY camp team and the KK camp team, the game camp team has also accumulated a certain number of users, live broadcast platform operation experience and live broadcast technology through past game live broadcasts. With the help of these accumulated resources, the entry threshold for them to create a comprehensive pan-entertainment live broadcast platform will not seem so high. Douyuyu Live currently covers a variety of content such as sports, variety shows, and entertainment. In addition, Douyu Live and Longzhu Live have both received huge investments from Tencent, and the strength of Panda TV created by Wang Sicong should not be underestimated. These types of game live streaming platforms already have a certain financial strength. Mobile game live streaming is becoming the next blue ocean in the live streaming industry, but currently no platform has enough advantages in the field of mobile game live streaming. It is not too difficult for these game live streaming platforms that have risen on the PC side to transfer their advantages to the mobile side, but they also need to face two major problems. One problem comes from the technical aspect. To create mobile game live streaming, the host needs to be able to directly broadcast the game video on the mobile phone while playing mobile games, and at the same time interact with players. This requires considerable technical support. Another problem comes from the content. In the past, there were many e-sports games in the PC gaming field, and many related games were very popular among users. However, in the mobile gaming market, e-sports games are relatively rare, and the most popular games in game live streaming are e-sports games. The content of mobile e-sports games needs to be strengthened. The future of mobile live streaming faces two major opportunities Regarding the future of mobile live streaming, Liu Kuang personally believes that greater market opportunities will emerge in the following two major areas. 1. One is mobile live broadcast combined with VR technology. VR live streaming can allow users to experience the most realistic sense of presence, and it will also make live streaming more realistic. From the perspective of interactivity, this new virtual reality technology can lead to more close and realistic interaction between anchors and audiences, greatly enhancing the activity of the platform. Whichever mobile live streaming platform can be the first to achieve a breakthrough in the VR field will inevitably quickly gain an advantageous position. Of course, VR live broadcasting will cost the anchors a lot more. They need to buy special VR shooting equipment, and the audience also needs matching VR viewing equipment. From a cost perspective, it is difficult for VR live streaming to become popular in a short period of time. 2. More professional vertical market areas. Current live broadcasts mainly revolve around show live broadcasts and game live broadcasts, while in the field of mobile live broadcasts, show live broadcasts may still be the main focus. However, as more and more people turn to the field of mobile live streaming and as their diversified needs arise, they will have a more loyal attention to live streaming of professional content with high nutritional value. Take education as an example. With the continuous deepening of online education, live educational streaming may very likely become the ultimate development direction of online education in the future. Currently, many platforms are beginning to try live educational broadcasts. With the help of interaction between teachers and students, this live broadcast method can make courses more effective compared to traditional video courses. The three major challenges of mobile live streaming are also inevitable Of course, the prospects are good, but behind the prosperity of mobile live streaming, it is also facing challenges at three levels. The first challenge comes from the regulatory level . In the Ministry of Culture’s latest list of violations, many online live streaming platforms including Douyu, Huya Live, YY, Panda TV, Zhanqi TV, Longzhu Live, and Liujianfang have been investigated for suspected content that is harmful to social morality. This is undoubtedly a blow to the entire mobile live streaming industry. And regulation will explode in the field of mobile live streaming like a time bomb at any time. Therefore, for mobile live streaming platforms, they must strengthen the supervision of live streaming content on the platform. The supervision of mobile live streaming is quite difficult, which requires mobile live streaming platforms to severely punish anchors who violate the rules, so as to serve as a warning to others. However, in order to eliminate all illegal activities, the live broadcast platform needs to invest huge manpower and financial costs to supervise every live video broadcast. The second challenge comes from the challenge of content homogeneity . The content of online live broadcasts is more or less the same, and there is no value to speak of. Even the beautiful anchors on each platform look almost exactly the same. In this way, the audience will inevitably experience aesthetic fatigue. How can such an anchor who lacks nutritional value last long? For live streaming platforms, this poses a huge contradiction. Generally speaking, it is difficult for anchors who are good-looking and popular with users to bring a lot of professional and high-value content live broadcasts in a certain industry field, while anchors who can bring professional content value are often not very active because they are not popular with users due to their language, appearance, etc. The third challenge is the financial challenge . Mobile live streaming is a very money-burning field. According to media reports , a medium-sized mobile live streaming company spends nearly 3 million yuan per month on video storage and bandwidth. In addition to operating costs, signing broadcasters is also a huge expense, ranging from millions to tens of millions per month. It is difficult to operate without sufficient financial strength. Well, for many mobile live streaming platforms that are not very strong, if they cannot obtain capital injection, they will probably be dragged down in the first round of the money-burning war among live streaming platforms. Overall, mobile live streaming has become an inevitable trend. Although it will face challenges from the regulatory, funding, and content levels, its future market prospects are huge, and this field will inevitably give birth to giants with a market value of hundreds of billions. Although the entire live broadcast field has currently formed five major camps represented by YY, Yingke, KK, Douyu, and Momo, it is too early to hastily conclude who will dominate the future. ASO optimization service click link: ASO optimization service introduction IOS accelerated review click link: //www.opp2.com/8854.html APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China. 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