Something more difficult than asking for money and burning it.
This article comes from the WeChat public account “Youfan Research” (ID: YouFunLab)
All members of the echelon went public. After the short video giant entered the field and cut the ground, the ceiling of the live broadcast was in front of the old players who started with games.
After a dull 2019, they began to find new solutions while stabilizing the game share, telling stories of cost reduction and efficiency gains after the barbaric open source.
How to solve worries
Before the new method is formed, the beneficiaries of the old capital game will not be easy.
2019 Q4 user year-on-year data
As the overall game live streaming industry enters the stage of the game in the stock market, everyone consciously slows down and refines. This lack of open source is also formed by external competition and internal operations.
Externally intuitive, the short video giant has entered the market. Although the nature of the content is more social and e-commerce, it still grabs the entire market.
On the other side, new players such as Kuaishou and Station B directly entered the game and pan-entertainment live broadcast market.
In addition to bringing goods, shows, and outdoor live broadcasts, Kuaishou used the copyright of the “League of Legends” S game in Q4 last year to take 72 million views.
According to the data from Little Hulu, in December 19, the top 20 gifts in the whole network had six quick hands. From January 2020, it has grown to more than 10, and it also took the top three.
Xianhulu January anchor gift income data
The same live layout as B station. On the content, at the end of last year, 800 million bought the copyright of the three-year S game (may have distribution rights). Wu Feng Technology, a dumb girl, also signed up with the former fighting fish sister Feng Timo, and her subscription exceeded 2 million.
New forces cut the groundIn addition, the content of old players is still facing homogeneity.
For the entire 2019, the big sections of Douyu, Tiger Tooth, and YY are all games and pan-entertainment. Game PGC is the head event such as LPL and KPL. Pan-entertainment is the main anchor.
Want to continue to move forward at this time, one must consolidate the game content and stabilize the basic volume.
In addition to the continuous purchase of anchors and event content, differentiated PGC is one of the themes. For example, Huya set up a PGC center and produced homemade events such as HMA and Destiny Cup and homemade reality shows such as Kung Fu Carnival and co-tenant. , Douyu, there are also homemade content such as DSL.
But after all, the game section needs people + games / events, which are much more limited and costly. From the recent actions of the two platforms, new breakthroughs have been placed on pan-entertainment content.
The chaotic era is the most attractive and attracts money, and there is still a show with a vast development space.
Recreate the show
For many ordinary users, the show may not be a good word.
In the early days of the rise of PC and mobile live broadcast platforms, the show in the 1.0 era represented the coquettish and charming of the female anchor, and the direct hormones were realized; 2.0 is the first-generation rough net comprehensive, selling face value and vanity. Even Mai PK also belongs to this category. From the perspective of content quality and upper limit, they are not very popular.
But it is undeniable that the monetization ability of the show content has always been higher than that of the game, and the development space is not small.
If you can improve the quality of people and content , upper limit, reduce risk , go to the right way and true pan entertainment, this is an excellent new idea.
According to Yu Wan ’s employees, starting from Q2 2019, many guilds can clearly perceive that Betta starts to have a tendency to tilt the resources of the show. The core reason is that the game anchor weak gold absorption strong> and Head anchor fault can’t hide the situation.
According to the Guild ’s rough statistics, since the end of 2018, the growth rate of fans and rewards of game anchors has slowed down. Overall, 70% or more of the new anchors have almost no real rewards and effective fan growth, and there is no chance that the bottom will turn to the waist and the head.
This situation continues to expand in 2019.
On the one hand, due to the impact of the game industry ’s explosive product cycles and tightening policies, the game category new anchors have fewer opportunities to “play new” , and users of existing game projects are basically saturated; another On the one hand, offline game live broadcasting is dominated by sports, and the core competitiveness of game anchors is still technology. High-tech anchors are the same as professional players. Not copyable, not mass-produced Have live streaming skills.
The game live broadcast project is as solid as the game market, and it needs to wait for the new year
While maintaining the stability of the game, it is also the rapid development of social show live broadcasting.
The Huanju Group ’s financial report shows that YY, which is mainly based on show content, has 4.5 million paying users in 2019Q4, which is less than Douhuya, but the payment rate is nearly 11%, and the average income of single-paying users is nearly 700 yuan. Fish teeth are all at the level of 4% -5%, 400-500 yuan .
They have a lot of users, but the payment rate and payment amount are low. Since the game has n’t started yet, they can only start from the show. Some friends call this the live show platform Pan Show or diversification, and some people say that this is the 3.0 era of show live broadcast: True Pan Entertainment Live.
3.0 of each family
According to the two guilds of Yuwan and Xiaoxiang and some anchors, the show 3.0, after being truly pan-entertained, has three main characteristics:
1. Organized, with PGCs dominated by platforms and guilds as the main form, and mainstream entertainment content producers do the tricks
2. There is a threshold, participants must have relevant hard professional skills (music, dance, sports, etc.)
3. There is a future, the purpose is not to make quick money, but to expand the brokerage space of a single anchor. After the influence of the internet celebrities, it will move closer to mainstream entertainment and performing arts circles. The live broadcast platform, live broadcast program, has become a channel and incubation platform for amateurs to rise to the performing arts circle.
For these three points, some platforms are in the pre-deployment, and some have already begun to experiment.
Already deployed, such as betta fish.
Since 2018, the frequency of offline performing arts activities and anchor artistization will be increased.
The typical online version is “Get in the car!” “Good Voice” and other self-made programs, gather amateurs and anchor resources for unified exposure; offline betta carnival concerts, etc., consciously give the anchors offline performance scenes and contact fans.
Feng Timo ’s concert at the Betta Carnival
After
, singles and variety shows such as Feng Timo and Aleng were also cooperated by the guild, live broadcast platform, TV station, and TV program production team to lay out works, do traditional channel exposure, public relations, and use traditional artists. Improve the space for anchor coffee and long-term brokerage.
Similar to Momo and YY’s grand events, Momo’s development trajectory is that traditional stars first settle in, and then they become regular star and artist brokers.
Momo Festival
The B station is more differentiated. Although the volume is smaller, the community atmosphere is stronger. The anchor is also the UP master. The original content is produced and the user UGC material is directly produced, which is conducive to secondary creation and community stickiness.
The above is still in the reserve stage of accumulating users and stickiness for the anchor. It is really starting to try. At present, only Huya has some meaning.
The typical example is the self-made variety show “Singlin Singing General” which started recently after the potion brother battle.
《Singlin Singing Master》
According to Huya ’s official definition, “Singlin Singing General” (hereinafter referred to as “Singlin”) is a professionally made anchor competition on the platform . Produces weekly, monthly and championship titles, similar to TV variety shows like “Singer”. But in fact, from the perspective of actual content, it is more like a variety of draft variety + live broadcast characteristics, which is different from the existing before the live broadcast and now popular on TV.
Compared to “Get in the car!” Good Voices and other early show variety, “
For many ordinary users, the show may not be a good word.
In the early days of the rise of PC and mobile live broadcast platforms, the show in the 1.0 era represented the coquettish and charming of the female anchor, and the direct hormones were realized; 2.0 is the first-generation rough net comprehensive, selling face value and vanity. Even Mai PK also belongs to this category. From the perspective of content quality and upper limit, they are not very popular.
But it is undeniable that the monetization ability of the show content has always been higher than that of the game, and the development space is not small.
If you can improve the quality of people and content , upper limit, reduce risk , go to the right way and true pan entertainment, this is an excellent new idea.
According to Yu Wan ’s employees, starting from Q2 2019, many guilds can clearly perceive that Betta starts to have a tendency to tilt the resources of the show. The core reason is that the game anchor weak gold absorption strong> and Head anchor fault can’t hide the situation.
According to the Guild ’s rough statistics, since the end of 2018, the growth rate of fans and rewards of game anchors has slowed down. Overall, 70% or more of the new anchors have almost no real rewards and effective fan growth, and there is no chance that the bottom will turn to the waist and the head.
This situation continues to expand in 2019.
On the one hand, due to the impact of the game industry ’s explosive product cycles and tightening policies, the game category new anchors have fewer opportunities to “play new” , and users of existing game projects are basically saturated; another On the one hand, offline game live broadcasting is dominated by sports, and the core competitiveness of game anchors is still technology. High-tech anchors are the same as professional players. Not copyable, not mass-produced Have live streaming skills.
The game live broadcast project is as solid as the game market, and it needs to wait for the new year
While maintaining the stability of the game, it is also the rapid development of social show live broadcasting.
The Huanju Group ’s financial report shows that YY, which is mainly based on show content, has 4.5 million paying users in 2019Q4, which is less than Douhuya, but the payment rate is nearly 11%, and the average income of single-paying users is nearly 700 yuan. Fish teeth are all at the level of 4% -5%, 400-500 yuan .
They have a lot of users, but the payment rate and payment amount are low. Since the game has n’t started yet, they can only start from the show. Some friends call this the live show platform Pan Show or diversification, and some people say that this is the 3.0 era of show live broadcast: True Pan Entertainment Live.
3.0 of each family
According to the two guilds of Yuwan and Xiaoxiang and some anchors, the show 3.0, after being truly pan-entertained, has three main characteristics:
1. Organized, with PGCs dominated by platforms and guilds as the main form, and mainstream entertainment content producers do the tricks
2. There is a threshold, participants must have relevant hard professional skills (music, dance, sports, etc.)
3. There is a future, the purpose is not to make quick money, but to expand the brokerage space of a single anchor. After the influence of the internet celebrities, it will move closer to mainstream entertainment and performing arts circles. The live broadcast platform, live broadcast program, has become a channel and incubation platform for amateurs to rise to the performing arts circle.
For these three points, some platforms are in the pre-deployment, and some have already begun to experiment.
Already deployed, such as betta fish.
Since 2018, the frequency of offline performing arts activities and anchor artistization will be increased.
The typical online version is “Get in the car!” “Good Voice” and other self-made programs, gather amateurs and anchor resources for unified exposure; offline betta carnival concerts, etc., consciously give the anchors offline performance scenes and contact fans.
Feng Timo ’s concert at the Betta Carnival
After
, singles and variety shows such as Feng Timo and Aleng were also cooperated by the guild, live broadcast platform, TV station, and TV program production team to lay out works, do traditional channel exposure, public relations, and use traditional artists. Improve the space for anchor coffee and long-term brokerage.
Similar to Momo and YY’s grand events, Momo’s development trajectory is that traditional stars first settle in, and then they become regular star and artist brokers.
Momo Festival
The B station is more differentiated. Although the volume is smaller, the community atmosphere is stronger. The anchor is also the UP master. The original content is produced and the user UGC material is directly produced, which is conducive to secondary creation and community stickiness.
The above is still in the reserve stage of accumulating users and stickiness for the anchor. It is really starting to try. At present, only Huya has some meaning.
The typical example is the self-made variety show “Singlin Singing General” which started recently after the potion brother battle.
《Singlin Singing Master》
According to Huya ’s official definition, “Singlin Singing General” (hereinafter referred to as “Singlin”) is a professionally made anchor competition on the platform . Produces weekly, monthly and championship titles, similar to TV variety shows like “Singer”. But in fact, from the perspective of actual content, it is more like a variety of draft variety + live broadcast characteristics, which is different from the existing before the live broadcast and now popular on TV.
Compared to “Get in the car!” Good Voices and other early show variety, “
After