What is the charm of live streaming eating to earn over ten thousand yuan a month?

With the rapid development of online video live streaming this year, various video live streaming applications have emerged one after another, and the content of video live streaming is even more varied. From a 14-year-old Korean boy who earns tens of thousands of yuan a month by live streaming his meals online to a female anchor who received a 70,000 yuan red envelope reward from Wang Sicong, the attention attracted by these incredible video live streaming contents and the value they created are staggering, and at the same time, people seem to see the magic of online video live streaming: everything can create extraordinary value through online live streaming.

But we must realize that when live broadcasts of eating and sleeping begin to be copied, they lose their original value. For example, the most important factor that enabled "Luoji Siwei" to have 2 million fans, 100 million users and tens of millions of annual revenue in one year is the original excellent content and the attempt to create a precedent for video self-media. If there is a second, third or even Nth "Luoji Siwei", I am afraid that at best it will be just a molecule in the ocean of videos.

Therefore, this has led us to think: What is the value of online video live streaming? Why do we need it? What is the future of online video live streaming?

What problem does online video live streaming solve?

Live streaming is actually a new term. It is not new because it has been around for a long time, but has become increasingly popular in recent years with the popularity of live game streaming. It is new because its popularity has accelerated the spread of information from simple text, pictures, audio and video to more advanced real-time video forms, greatly improving the value and spread of information. Although many problems have arisen along the way, overall, the rise of live streaming is an information form that conforms to the development trend of the Internet, and its emergence has undoubtedly brought tremendous changes to our lives.

1. Promoted the dissemination of in-depth information

The advent of new media has brought audiences into the fragmented information age. From the emergence of clickbait titles to the 140-character limit on Weibo, fast-food culture is in vogue. For those born in the 1980s, 1990s, and even 2000s, the online information world is connected in all directions, and it only takes a flick of a finger to get any information they want. In such an environment, it is extremely unfavorable for the dissemination and exchange of in-depth information. Many of us should have experienced that your friends, including yourself, have less and less time to read books, and have less and less in-depth understanding of local humanities, traditional culture, and even world culture. We only know one side of many things, and the consequence of shallow reading is often the loss of the cultural temperament of an era. Online videos and live broadcasts just provide a breakthrough for the dissemination and exchange of in-depth information in the era of fast-food culture.

From "Old Boy" that evoked the youthful memories of countless people, to "Never Expected" that made advertising placement a fashion; from "Xiao Shuo" which was just for fun chatting, to "Luoji Siwei" which was interesting and informative, we have seen the development of online videos, which not only promoted the development of online video content towards sophistication and popularization, but also appreciated the power of online video dissemination, that is, to maximize the value of content.

2. The value of the crowd effect has been fully explored

Many people may wonder why game live streaming is so popular nowadays, and why so many people are bored and watch others play games. In fact, if you think about it carefully, it is not difficult to understand the reason. Like many sports such as football and basketball, e-sports also has the spectator effect. If you pass by a basketball court, you are likely to take a look, and if you turn on the La Liga live broadcast on the sports channel, you are likely to watch it for a while. In fact, the same is true for e-sports. A person may not be a user of this game, but he is willing to watch the masters play. For example, Jay Chou's LOL live broadcast attracted more than 17 million people to watch online at the same time.

So in the past two years, you may have found that there are always a lot of online video live broadcasts of various new product launches. This year's Yunqi Conference and Double Eleven Gala also directly played live broadcasts, fully tapping the value of the online onlooker effect.

3. It provides audiences with a scenario-based communication experience

In this era where everything is about immersion, video has a unique advantage in creating scenarios. The popularity of the Internet has freed the spread of information from the constraints of time and space, while the rise of online video live streaming has led to the development of information dissemination in the form of advanced real-time images.

Whether it is pictures or short videos, to put it bluntly, they are all recording and sharing past information, and they are also based on topic sharing. However, online video live broadcast is different. Its essence is based on the scene, allowing users to connect with the scene in real time, and audiences can communicate with each other and between anchors and audiences in real time. Therefore, the rise of online video live broadcast has truly brought a scene-based communication experience to the audience.

Why do we need it?

In the process of social evolution, due to the demand for fresh and exciting content, people are destined to be more willing to pay attention to content that is interactive, uncertain, timely, directly impactful, and easier to understand. Videos are a good interpretation of these characteristics, and online video live streaming is a further evolution of this demand. Following these characteristics, it is not difficult for us to understand why beautiful anchors are so popular now, online education is in full swing, and game live streaming is so attractive. Because from the perspective of users' internal needs and external information needs, we need online video live streaming mainly in the following aspects:

1. We need the atmosphere of watching the show together

Video is the ultimate combination of text, video and audio, and online video live broadcasting takes the characteristics of real-time interaction to the extreme. Bullet screen is the best example of interaction. I have seen netizens on Zhihu describe the bullet screen that pops up when watching videos like this:

"When I'm scared, I feel more at ease with the comments and the number of people online. Kind people will remind me of the high-energy warning. When it's funny, the comments make me feel like I'm watching it together and it adds to the atmosphere (Zhihu @谢虹)"

“People who post videos get psychological satisfaction when they see their videos being discussed by others; people who watch videos get interaction and find like-minded people while watching, which is like finding a close friend in a vast sea of ​​people, or just joining in the fun (Zhihu @历历皆为宝)”

Watching together creates a better atmosphere and the feeling of finding a close friend in a vast crowd is something that traditional television and radio media cannot give to the audience. Another example is why movie theaters are still standing strong today when the Internet is well developed. In fact, a big part of the reason is that we need the atmosphere of watching a show together, which traditional television cannot give to the audience but online video live streaming can.

2. We have a need for Internet-based entertainment and knowledge

podcast

Save videos, share videos, promote yourself

Save relevant content to gain praise, recognition, and an inherent desire for fame;

Normal User

Obtain content: including movies, TV series, variety shows, entertainment, news, etc.;

Express one's own opinions: express one's own views, etc.

Kill time, eliminate loneliness and emptiness, acquire information, etc.

Give vent to your emotions;

At the same time, ordinary users also include podcasts, so podcasts also have the characteristics of ordinary users' needs. As people's lives are increasingly integrated with the Internet, people's vision is increasingly shifting to electronic devices such as PCs, mobile phones, and tablets, which has also increased our demand for content such as online video live broadcasts.

What is the future of online video live streaming?

In fact, it feels like a repetition of the old tune when talking about the development prospects of online video live streaming. The future will be dominated by online video live streaming, at least for a long time. However, even with such a bright development prospect, as the network environment is increasingly optimized and users are developing the habit of watching videos online, it is still subject to the development of the following aspects:

1. Development of new media cloud technology

The new media cloud we are talking about here mainly refers to the related cloud services that have emerged based on cloud computing technology in order to meet and solve the growing technical needs and problems of new media. They generally have the characteristics of openness, equality, interaction, communication and value. The current domestic cloud computing market is mixed, and basically all services can be provided by various service providers, but they are general but not refined, and comprehensive but not specialized. If you want to develop the main network video live broadcast industry quickly and efficiently, it is particularly important to form professional new media cloud services.

In the future, the new media cloud that will support the development of online video live streaming must meet the following conditions:

(1) Massive storage space

(2) Directly own cloud-based services that can produce programs, such as cloud director consoles

(3) Based on the new media cloud, media platforms can be built, published and disseminated.

When the new media cloud begins to enter the public eye with a professional, mature, low-cost and low-threshold attitude, it is the time when the online video live streaming industry begins to really take off.

2. Self-media reach consensus on the need for live streaming

As the segmentation of the media industry becomes more and more obvious in the future, the needs of niche industries will become more and more prominent. For example, some people have the need to sell products, some have the need to learn skills, some have the need to impart knowledge, and some have the need to communicate with peers, etc. In order to make the communication channels more convenient and efficient, more and more self-media will establish their own media release channels. At the same time, live broadcasting on the Internet also makes all audiences feel more involved and engaged, and makes the real-time information more valuable and meaningful.

Many of us may be fans of a certain game, a certain star, a director, or a certain comic. As fans, many people actually hope to have a place where these creators can show their work process. In fact, on the other hand, for artists, fans are the embodiment of their value, so many of them also hope to have a place to live broadcast their work in order to gain more attention. We have seen that many artists may have used Youku Tudou, paid streaming live platforms, and even game live platforms like YY and Douyu, but in fact, none of these platforms are designed specifically for them.

Therefore, in the future, we media will reach a consensus on the demand for live streaming, and build a live streaming platform suitable for themselves, that is, the media voice platform will become the mainstream. What we need to do now is to begin to realize the significance of live streaming for we media in the future.

One day, when you begin to realize that the information flow around you is running at a rapid speed and real-time information is within your sight, perhaps this means that the era of true online video live streaming has arrived.

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.