Competition enters a white-hot stage: E-sports live streaming platforms are about to be reshuffled
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The most important link in the e-sports industry chain is the live broadcast platform, and recently the field of e-sports live broadcast has set off a huge wave. Whether it is the Douyu anchor's job-hopping event or the entry of Panda TV as a variable factor, the occurrence of a series of events is not accidental, which indicates that e-sports live broadcast is ushering in an early reshuffle. Disputes arose Douyu, Huya, Zhanqi, and Longzhu are known as the four major platforms in the game live streaming industry. However, the recent disputes, mainly due to a large number of anchors jumping ship from the Douyu platform, have suddenly become very intense. First, a group of well-known anchors moved to Longzhu, which is backed by Tencent Interactive Entertainment. Douyu also immediately issued a statement saying that it has never poached any anchors within the contract period, and all signed anchors signed through formal channels after the contract expired. At the same time, it condemned and claimed that it would use legal weapons to protect the legitimate rights and interests of anchors and platforms. In response to Douyu’s statement, Huya, its “old enemy” that had previously been poached, immediately responded, saying, “Are you sure? See you in court.” According to an insider who wishes to remain anonymous, the large number of Douyu anchors jumping ship was a joint effort by several live streaming platforms. "After all, Douyu is a large company in the industry, so it is not surprising that several companies have worked together to undermine the integrity of its internal resources." However, just when the dispute between the three parties had not yet been settled, Panda TV, whose CEO is Wang Sicong, chairman of Beijing Pusi Investment and director of Wanda Group, suddenly appeared and announced that it would start financing and go online soon. At the same time, it once again took away many anchor resources from the Douyu platform. Subsequently, the relevant keywords of Wang Sicong himself were even banned by Douyu. Still difficult to make a profit Although several disputes and fluctuations have brought game live streaming platforms into the spotlight of the industry, it is still an inherent reality that the industry finds it difficult to find a profitable model. In fact, the monetization methods of game live streaming platforms are very limited, which can be roughly divided into several categories: value-added services such as rewards, in which the live streaming platform can take a certain percentage of the rewards given to the anchors; game joint operations, a mutual promotion method of live streaming game promotion experience, and get commissions from game companies; advertising; e-commerce, guiding users to make purchases. According to the above-mentioned insider, it was because of some reasons that Douyu was not able to properly solve the problem of anchor salary due to insufficient financing and capital chain problems, which led to the massive anchor job-hopping incident. This is also closely related to its long-term inability to generate revenue to support its business and its simple burning of money. However, regarding the difficulty in generating profits, Huya staff said that currently, accumulating users is the primary concern of the game live broadcast platform, so it is necessary to invest capital in anchor training, promotion and content production, and it is not necessary to enter the profit stage. Therefore, the focus at this stage is how to spend money to enrich the platform construction rather than quickly realize it. Xue Yongfeng, an analyst at Analysys International, believes that the current game live streaming platforms are mainly operating in a money-burning way. The industry is still in the early stages of exploring business models. For companies, market share is a priority, and the market is still a long way from maturity. In addition, although it is not profitable, it does not mean that capital will not take a fancy to this market. Layout to be determined It is worth noting that an important link in the e-sports industry chain is a live broadcast platform that can display content and directly communicate with users, and anchor resources are the key to the live broadcast platform. This can be seen from the fact that Douyu previously had several well-known commentators and occupied a leading position in the industry. The large number of anchors jumping jobs also means that this field is ushering in a reshuffle. It is understood that anchors are not very loyal to the platform, so they are basically driven by salary. Although hyping up anchors' worth violates certain industry rules, it has become a means used by some platforms to attract users. Therefore, it has become a normal phenomenon for anchors to change jobs repeatedly. "It is only recently that the domestic e-sports market has received attention from all walks of life. The industry is still in its early stages of development and the structure is still unstable. Although the industry currently sees Douyu, Huya, Zhanqi, and Longzhu as the four major players, there are still variables," Xue Yongfeng judged. The recent job-hopping incidents of anchors are a sign of normal competition and are just a periodic reshuffle in the industry. He predicted that the game live broadcast industry will need at least 1-2 years to stabilize, but at present, the final giant will definitely emerge from the top four. In addition, the new entrant Panda TV is likely to become a variable. "Now the opportunities are equal, and Panda TV has resources all over the upstream and downstream. Whether it can surpass others depends on whether it adopts a strategy of self-resource integration or cooperation." 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. |
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