Viable business models for live streaming products: I have summarized 13

Judging from user behavior, the common live broadcast product paths are as follows:

Based on the above behavioral paths, as well as industry status and product characteristics, 13 feasible business models for live streaming products are summarized.

1. Reward mode

The diagram is as follows:

The audience pays to recharge and buy gifts for the anchor. The platform converts the gifts into virtual currency. The anchor withdraws the virtual currency and the platform takes a commission. If the anchor belongs to a union, the union and the live broadcast platform will settle the accounts together, and the anchor will receive a salary and a partial commission. This is the most common profit model for live streaming products.

2. Shopping guide mode

The diagram is as follows:

This method is generally used in e-commerce live streaming products. The scenario is: the anchor runs his own store, or a store needs the anchor to promote it. The anchor is responsible for promoting the store's products during the live broadcast. Users can directly choose to buy products while watching the live broadcast, and the live broadcast platform and the anchor/store will ultimately share the profits.

3. Advertising model

The diagram is as follows:

The live streaming platform is responsible for inserting advertisers’ ads on the App, in the live streaming room, or in live streaming gifts, and settling fees with advertisers based on impressions/clicks.

4. Paid live streaming

The diagram is as follows:

There are two modes for paid live broadcasting. One is that the anchor needs to pay to start live broadcast, and the live broadcast platform provides more advanced live broadcast services. The other is that viewers need to pay to watch the live broadcast. The host sets the entrance fee, and the platform and the host share the profits.

5. Member value-added services

Members can be divided into two categories: anchors and viewers. After paying to become members, they can receive exclusive privileges, such as:

For anchors, we can provide:

1. The live broadcast room opens up more functional permissions, such as: adding field control, increasing the upper limit of chat room personnel, doubling income, opening private live broadcast rooms, etc.
2. Identity privileges, such as: honorable medals, upgrade acceleration, homepage recommendations, etc.

For the audience, we offer:

1. Functional privileges , such as: personalized likes, privileged gifts, video connection, invisible entry, etc.
2. Identity privileges , such as: avatar beautification, member logo, entrance special effects
3. Content privileges , such as viewing designated (paid) content

6. Game joint operation

The diagram is as follows:

This scenario is common on game live streaming platforms . Game manufacturers hope to embed game entrances during live broadcasts. If viewers click on and download games through the entrance while watching the live broadcast room, the platform and the manufacturers will share the profits.

7. Paid promotion of anchors/programs

The diagram is as follows:

Similar to the advertising space selling model. The anchor can pay the platform to provide promotional space and expose the anchor. The platform will settle the fees with the anchor based on the exposure and viewing volume.

8. Event prediction

The diagram is as follows:

It is similar to online gambling, which is a borderline behavior and will be adopted by live game/sports broadcasts. The betting platform is embedded in the live broadcast room. During the live broadcast, the audience places bets through the betting platform, and the final profits are shared between the betting platform and the live broadcast platform.

9. Copyright Release

The diagram is as follows:

It belongs to the secondary use of content. The live broadcast platform can protect the live broadcast content and provide it to the distributor in the form of copyright sales, and the distributor will process the content for a second time.

10. Corporate publicity

The diagram is as follows:

The business model of the To B live broadcast platform is that enterprises pay the live broadcast platform to apply for live broadcast, or require the live broadcast platform to provide technical support. The live broadcast platform provides services such as conference promotion for enterprises, and finally provides viewing data to the enterprises.

11. Paid education

The diagram is as follows:

The business model of online education products is to use live streaming platforms to sell courses, students pay for learning, and the live streaming platform ultimately shares the profits with the school/teachers.

12. Paid Q&A (live audio)

The diagram is as follows:

One of the business models of voice live broadcast products is that the answerer starts the live broadcast and answers questions, and the questioner needs to pay to watch the live broadcast or view the answers, and the profits are shared by the platform and the answerer.

13. Payment for anchor operation tools

It is a kind of value-added service that provides various data statistics and operation tools to guide anchors in maintaining fans and improving live broadcast effects. The tool supports functions such as:

1. Live data statistics function
2. Live audience behavior analysis
3. Live audience relationship maintenance function
4. Live streaming optimization suggestions

Summarize

The above models can exist independently or be mixed. In short, live streaming is essentially a channel for monetizing traffic , just like news, e-commerce, video, tools and other products. Its value to users is that they can discover their interests, support their favorite hosts, and consume their content. For live streaming platforms, their business goal is to explore user access paths and tap into the value of traffic.

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