Yingke Huajiao was ordered to rectify its video live streaming business and faced three pitfalls

Nowadays, live video streaming is really popular. It is not news that Internet giants are doing live streaming, but it is news that some Internet giants are not doing it. According to the survey data from Founder Securities, in 2016, the scale of China's live streaming market will reach 15 billion, and the mobile live streaming market will reach 2.6 billion. By 2020, the mobile live streaming market will reach 29.5 billion. Since the beginning of 2015, 15 domestic live streaming platforms have raised billions of yuan. In addition to the old live streaming platform YY, Douyu, Huajiao, and 6 Rooms have been born one after another. There are nearly 200 domestic online live streaming platforms. Currently, Internet giants such as BAT, Xiaomi, and LeTV are also involved.

However, the Beijing Internet Information Office recently ordered Yingke, Huajiao, Yizhibo, Xiaomi Live, Liujianfang, Kuaishou, and Zaizhibo to make comprehensive rectifications. In fact, the excessive exposure of the media has also exposed the flaws in the development of the online live broadcast industry under the spotlight. Online live broadcast platforms full of pornography and vulgar culture have been named by relevant departments many times, such as the "Douyu female anchor incident" that continues to challenge the moral bottom line of netizens. It can be seen that the live broadcast market that lingers on the margins of morality and law is not very valuable for long-term investment and development.

Following the General Administration, the Beijing Cyberspace Administration ordered rectification of live broadcasts

Following the issuance of the "Notice on Strengthening the Management of Online Audiovisual Program Live Broadcast Services" by the State Administration of Press, Publication, Radio, Film and Television on September 9, which stipulated that live broadcast platforms must hold a "License", the Beijing Municipal Cyberspace Administration recently ordered live broadcast websites such as Yingke, Huajiao, Yizhibo, Xiaomi Live, Liujianfang, Kuaishou, and Zaizhibo to carry out comprehensive rectification.

A relevant person in charge of the Beijing Internet Information Office said: "In recent times, online live broadcast platforms have developed rapidly, but the internal management systems, content security guarantees, account management mechanisms, and staffing of the websites are not sound, which poses serious security risks."

The Municipal Cyberspace Administration found in recent management that local online live broadcast platforms such as Yingke, Huajiao, Yizhibo, Xiaomi Live, Liujianfang, Kuaishou, and Zaizhibo all have certain problems, such as the user account nicknames, avatars, signatures and other information are not standardized, and the live broadcast content contains pornographic and vulgar content, disrupts social order, and undermines social stability, and other illegal and irregular content.

In accordance with the "Internet Information Service Management Measures", "Internet News Information Service Management Regulations", "Internet User Account Name Management Regulations" and other laws and regulations, the Beijing Internet Information Office requires local live broadcast websites to comprehensively rectify the above problems, effectively strengthen the website infrastructure, and conscientiously fulfill the main responsibility of the website. If the rectification is ineffective, the Beijing Internet Information Office will strictly handle it in accordance with the law. At the same time, we welcome netizens to supervise and report illegal and bad information online. The reporting mailbox is [email protected].

Appendix: SARFT reiterates regulations on live broadcast of online audio-visual programs (photo)

There are three pitfalls in live video streaming

Is video live streaming really a gold mine? Previously, YY's innovative business ME live streaming team said that they are optimistic about the prospects of video live streaming, but they are worried about the excessive hype and capital operation in the industry. When talking about live streaming, many people will focus on big concepts such as the general trend, hot money, positioning, and differences. However, there are three big pitfalls that cannot be avoided in video live streaming. Technology, user experience, and profit model have not gone beyond the "show" model of PC created by YY in the past. Blind entry may pay a heavy price for this.

1. Live streaming technology faces three major challenges.

Although live streaming has just become popular in China, live streaming technology has long been a mature field. And you can easily find many open source projects and free solutions on the Internet. Therefore, any technology enthusiast can build a normal live streaming environment in a short time.

However, supporting a few people to live broadcast is completely different from supporting a platform that allows hundreds, thousands, or even tens of thousands of people to live broadcast at the same time. Open source projects and free solutions can only be used by a few people, but they cannot support large-scale live broadcasts.

A truly large-scale live broadcast platform not only requires a large amount of bandwidth throughput to balance the large-scale concurrent fluctuations in load, but also needs to address the massive live streams and ultra-large-scale interactive requests from the underlying technology and end-user presentation to solve the problems of audio and video freezes and interactive information delays. It can be said that freezes, delays and disconnections are the three major problems of live broadcast technology.

2. The live broadcast mode remains in the PC era

At present, people are scrambling to attract internet celebrities, and even Korean internet celebrities have been attracted. However, the user experience of live broadcast products is more important than who broadcasts. The core skill of internet celebrities to attract a large number of fans is anchor interaction. Quickly close the distance with fans and make fans feel that they can attract the attention of the anchor.

How to provide the most suitable form and method for online interaction between anchors and fans has become a question for live broadcast platforms to think about. However, this model is not very good in the field of live broadcast today. Mobile live broadcast, as the latest form of live broadcast, has taken the limelight, but from form to content, it is repeating the PC show live broadcast model that was successfully verified and solidified by the market during the YY listing stage around 2008. From keyboard and mouse with camera and microphone to selfie stick + front and rear cameras of mobile phone, the live broadcast carrier and scene have undergone tremendous changes, but almost all practitioners do not want to try to design a truly suitable live broadcast interaction method for mobile phones. Therefore, on almost all mobile live broadcast platforms, anchors frequently zoom in and out, in fact, just to see the scrolling fan interaction information push on the mobile phone screen. Although anchors want to interact with fans, facing the big computer screen and holding a mobile phone are not the same feeling at all. If mobile live broadcast is so strenuous, it is better to return to their respective rooms. Facing the computer screen is not only comfortable, but also saves traffic costs.

Previously, Huajiao Live invested 100 million yuan to build a live VR zone. He Gang, president of Huawei's consumer BG product line, believes that it will take at least 2-3 years for VR technology to mature, and the cost of VR live broadcast is high. If calculated at 1080P and 20 megabits, the unit user cost of VR live broadcast will reach 10 times the current cost of TV users and 100 times that of mobile phone users.

According to incomplete statistics from the China Venture Capital Research Institute, there are currently about 119 live streaming platforms in China, and the types of live streaming platforms are relatively diversified. However, more than 60% of them are show live streaming, which is a derivative of traditional show platforms on the PC side, but has a low threshold and a high degree of homogeneity.

3. Lack of profit model

In the live streaming industry, there are currently three main types: game e-sports live streaming, video live streaming, and e-commerce platform live streaming. There are also three profit models: advertising, selling goods, and reward income.

But nowadays, most live video broadcasts of interviewing Internet celebrities and stars lack popularity, so they simply program a robot to directly generate a large number of zombie fans and fill each live broadcast room. This not only makes investors happy, but may also bring in some real fans. However, there is no way to make money from live broadcasts. No matter how popular live broadcasts are, it is a waste of time if you can't make money.

Live streaming operations will not work without spending money, but spending money alone will not work. If the platform only signs big-name celebrities and influencers, and fails to strictly and effectively manage them, it will definitely be led by the influencers and will end up losing both the wife and the army. The current market price of influencers has been soaring, and the false fire is burning half the sky, which is a typical feature of the lack of influencer management.

Cindy, head of the marketing department of ME Live, believes that in the live broadcast field, whoever can turn the three links of content, traffic, and revenue into a closed-loop platform that can continuously circulate on its own will be the winner in the future.

Rectifying online live streaming platforms is what everyone wants

At present, live broadcasting is connected with various vertical fields. It is most widely used in news, video, e-commerce, and social fields, while sports, education and training, real-time monitoring, etc. also have great room for growth. Judging from the development of the Internet in China in recent years, BAT has become the most likely to dominate the live broadcasting field. From the current layout, it can be seen that Tencent has shown its intention to take over social live broadcasting, while Alibaba is working more on AR and VR. Other companies such as Sina and Huya are also unwilling to lag behind and their performance is remarkable.

However, according to iMedia Research data, Chinese netizens have a low opinion of the content of online live broadcast platforms. 77.1% of netizens believe that online live broadcast platforms contain vulgar content, and 90.2% of netizens believe that the overall value orientation of online live broadcast platforms is average or low. iMedia Research analysts believe that looking at the entire online live broadcast market, it is still dominated by game live broadcasts and show live broadcasts. "Beauty", "show", "color" and other elements with voyeurism and hormone stimulation are standard features of many live broadcast platforms. Therefore, it is not surprising that netizens have such an understanding. It will take some time for the industry to establish self-discipline and sustainable business models behind the live broadcast market.

In fact, the rectification of online live broadcast platforms is what everyone expects. The practice of attracting attention by exposing and teasing in the chaotic online live broadcast market has long been a common phenomenon in the industry, and it is now commonplace. Since November last year, Douyu TV has even made a series of big news. Female anchors sneaked into the girls' dormitory and broadcast the entire process of changing clothes naked, and even broadcast "making babies" live, which amazed netizens and caused extremely bad negative social impact. Therefore, netizens' wishes are very clear, and they have expressed that the rectification of online live broadcast platforms should be strengthened.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.