Compared with live video broadcasting, voice live broadcasting is more storytelling. Instead of saying that the user is coming from the “sound”, it is better to say it is coming from the story conveyed by the “sound”.
In the past few years, the live broadcast industry has experienced the “thousand-broadcasting war” of fast-growing and dying, the wild growth of Taobao and trembling and the myth of making wealth. Nowadays, the short video platform Douyin and Kuaishou, and the music platforms NetEase Cloud Music and QQ Music have also penetrated into voice live broadcast from different scenarios.
As a standard on the content platform, voice live broadcasting has become a fulcrum for leveraging users and revenue. Audio as a media form other than video, graphics and text is a supplement to the ecology of the video platform. As a proven and mature monetization model, live broadcast rewards are also the only choice for commercializing the platform.
The ear economy is changing from an invisible dividend to a dominant outlet, and live audio streaming is approaching the public ’s vision from the original stratified field.
01 released “Spring Plan”
Himalaya Live Streaming is brewing the biggest change in three years.
This is not only reflected in the release of the live broadcast “Chunsheng Plan”, with 1 billion traffic to enter, and the intention to build 100 live broadcast guilds with a monthly income of one million this year. Internally, it will further integrate with the Himalayan cultural and entertainment ecosystem to increase the penetration of live broadcasting in various business lines of the Himalayan.
In the industry, the Himalayan Spring Festival plan is a combination of boxing, flow, ecology, copyright, guild, and anchor. Including the launch of the new version of the sharing policy, 1 billion traffic support, opening the “Live + Recording” exclusive channel, providing genuine audio copyrights for the organization, and continuing to deliver anchor resources to the guild.
Partitioning is one of the core changes. Ted, the general manager of Himalaya Live Broadcasting, told us, “The previous policy on live broadcast sharing was relatively complicated, and the incentives for pipelines lacked guidance.”
Based on these three points, Himalayan simplified the sharing policy, directly increasing the basic share from 33% to 50%, and the threshold for live-streaming rewards was lowered, from 60 hours to 30 hours, and the guild ’s share ratio could reach 80%.
If the anchor ’s monthly turnover is 150,000 yuan, according to the latest share policy of Hima Live, the anchor can receive a maximum income of 112,000 yuan from Hima Live this month.
The head of a live streaming guild with nearly 400 anchors compared the old and new policies for the first time. The head of the guild said that the new anchor can get a higher score, and the guild can get more platform incentives, which helps the guild expand faster.
In the Spring Life plan, another strategy with the characteristics of the Himalayan ecology is the combination of “live broadcast + recording”. Live streamer availableFor recording and broadcasting, the recording host can also do live broadcasting, and can also record audio books. For the anchor, there is an additional monetization method; for the platform, when all the business models of the anchor are bound to the platform, the anchor will be stronger and more beneficial to the long-term ecology.
Many audiobook anchors have already taken this step. The anchor, Lai Xi, with 1.29 million followers, and Yun Tianhe, the audiobook anchor with 1.53 million followers, have all achieved considerable income through live broadcasting.
According to current observations, it is easier to start a live broadcast of an audiobook or program anchor than a simple live anchor. The millions of views and hundreds of thousands of fans accumulated in previous works can be easily diverted to the live broadcast room, especially It is the anchor of mastering well-known IP or programs, this diversion effect is more obvious.
02 concentrated resource breakthrough
Himalaya audio live streaming was upgraded to a strategic business in 2019.
The time is pushed back to 2017, and the Himalayan audio live broadcast has been online for two months, which ushered in a strategic choice in the direction: whether to do pan-knowledge or pan-entertainment.
In terms of platform tone, Himalayan is a partial knowledge payment platform, which is closer to “pan-knowledge”. At the beginning, the Himalayan audio broadcast wanted to do “pan-knowledge live broadcast”, but the team soon discovered that pan-knowledge is not suitable for live broadcast, but more suitable for recording and broadcasting. On the other hand, the bigger the live broadcast, the higher the cost of content. As a result, the business team quickly adjusted its direction from pan knowledge to pan entertainment.
“If you regard Himalayan as a library or school, it is a scene that you just need to use as a playground in front of the school or library,” Ted, general manager of Himalaya Live Broadcast, told Ted.
In fact, the live broadcast industry already has a mature monetization model, so after clearing the direction, the business team develops the guild and anchor while pulling traffic. In the second year of the Himalayan live audio broadcast, if the first year is the right bet, the second year is no mistake.
By the third year, industry competition has gradually become clearer. The goal of Himalayan in 2019 is not only to define the direction and build the ecology, but also to deal with competition and successfully “break the game.”
In this year, Himalayan Live Broadcasting became a strategic business and began to concentrate resources to make breakthroughs. Since August 2019, the total live entrance traffic of the Himalayan station has doubled. The live broadcast of each channel went online, the live broadcast display on the album page was added, and the homepage traffic was upgraded. The live broadcast traffic also increased by 400%.
An analyst who has observed the live broadcast industry for many years said that for Himalayan, live broadcast is a supplement to the ecology, especially the pan-entertainment ecosystem. Anchors who are good at different verticals can get a monetization channel through live broadcasting. For the user, there is an additional layer of companionship, useHousehold stickiness is stronger.
In terms of commercialization, Himalayan live streaming business revenue has doubled for three consecutive years. After paying for knowledge and audio books, the live broadcast business has become the third-stage rocket for Himalayan revenue growth.
03 Courage and ambition
Change is happening from the inside out.
The “Spring Plan” is the externalization of the policy, and the underlying logic lies in the integration of the live broadcast business and the Himalayan internal ecology.
“Live broadcast is an upper-level business. Like the leaves, we have to find where the roots are.” Ted said that Himalayan has a complete ecosystem. We need to find ecology and find channels to improve the live broadcast of each business line in Himalayan. Permeability.
Ecological capabilities are the foundation of the Himalayan live broadcast business. Ideally, 30% of the 10 million anchors in the Himalayas will become professional live anchors.
Himalaya live audio streaming has been online for three years, and over one million anchors have tested the live audio broadcast. Among them, there are more than one thousand live broadcast anchors with a monthly income of over 100,000, and the highest income live broadcast anchors have annual income of over 10 million. At the same time, with the formation of the live broadcast ecosystem, many audio live streaming guilds have emerged among them, and the audio live streaming guild has a monthly turnover of over ten million.
The recruitment of foreign guilds, institutions and anchors is a market-based competition. Both the Himalayan and its competitors are trying to establish alliances. The Himalayan came up with a guild up to 80% share incentive policy, as well as 1 billion flow and massive copyright blessings.
Opportunity and competition often go hand in hand. With the rapid growth of the industry, the entry of giants and the intensification of competition, the Himalayan took advantage of its ecological advantages to find the most important catch.
Himalayas rely on the huge UGC power, the leading advantage of audio books, rich industrial chain and huge traffic scale. The Himalayan hopes to build a moat when the live broadcast of voices is coming.
04 Business and Stories of Live Broadcast
Of course, this competition for live audio is intensifying out of the circle, even beyond the traditional scope, players from all walks of life are entering the game.
Litchi was quiteAllin live broadcast for a long time. Litchi ’s financial report shows that audio entertainment (that is, virtual gift rewards) accounted for about 98.63% of the revenue this quarter, which is its biggest revenue support point, contributing 360.4 million yuan in revenue. In contrast, podcasts, advertising and other Revenue is 4.9 million yuan, a small proportion.
Douyin also aimed at the “fat meat” of live audio broadcasting, trying to achieve a “dimensionality reduction strike” from video to audio. A video released by Douyin users shows that the Douyin voice live entrance is located in the “Live Broadcast” functional area. After the live broadcast is activated, the anchor can answer Lianmai. If the audience applies for too many Lianmai, the anchor can click to create a chat room. At present, there are 8 auditoriums in the chat room, supporting 8 viewers to chat online at the same time.
Why should Douyin, which started with short video, aim at the business of live voice broadcasting? Compared with live video broadcasting, voice live broadcasting is more storytelling. Instead of saying that the user is coming from the “sound”, it is better to say it is coming from the story conveyed by the “sound”.
On the other hand, voice live broadcasts have higher user interaction. Compared to video anchors, the fans in the “CV” circle where the audio anchors are located are very active internally, willing to interact with the anchors and make emotional connections. Based on live audio, a lot of UGC interactive gameplay can also be derived. Douyin’s live voice broadcast emphasizes the “social” function, hoping to establish a deeper connection between users and users, or to say, a strong social relationship.
Cloud music festivals, cloud concerts, late-night song-selling stations and other forms are favored by music streaming media, and have obvious effects in enhancing user activity and increasing musicians’ revenue and settlement. Netease has also continued to add audio live broadcasts: “Sonic Wave” was launched, attempting to use voice live shows to promote social interaction, and then to realize commercial monetization; NetEase Cloud Music’s “LOOK Live” also said that it will continue to focus on live music in 2020.
In Oscar’s best original screenplay movie “Her”, the love between the male lead Theodore and the “hostess” Samantha (non-human, just the female voice in the computer operating system) starts with the sound. Samantha’s hoarse and low voice accompanied the writer Theodore through many solitary and empty moments. Although they never met, they had all the imagination about each other since the voice.
In the lively urban life, everyone is talking aloud. Everyone hopes that someone can truly accompany themselves to talk, but few people are attentively expressing and listening. Constructing life through sound, recalling the past through sound, and discovering the inner loneliness, indifference, enthusiasm and desire of each other through sound-“understanding” and “companion” is the spiritual value of voice live broadcast to modern people.
Himalaya audio live streaming was upgraded to a strategic business in 2019.
The time is pushed back to 2017, and the Himalayan audio live broadcast has been online for two months, which ushered in a strategic choice in the direction: whether to do pan-knowledge or pan-entertainment.
In terms of platform tone, Himalayan is a partial knowledge payment platform, which is closer to “pan-knowledge”. At the beginning, the Himalayan audio broadcast wanted to do “pan-knowledge live broadcast”, but the team soon discovered that pan-knowledge is not suitable for live broadcast, but more suitable for recording and broadcasting. On the other hand, the bigger the live broadcast, the higher the cost of content. As a result, the business team quickly adjusted its direction from pan knowledge to pan entertainment.
“If you regard Himalayan as a library or school, it is a scene that you just need to use as a playground in front of the school or library,” Ted, general manager of Himalaya Live Broadcast, told Ted.
In fact, the live broadcast industry already has a mature monetization model, so after clearing the direction, the business team develops the guild and anchor while pulling traffic. In the second year of the Himalayan live audio broadcast, if the first year is the right bet, the second year is no mistake.
By the third year, industry competition has gradually become clearer. The goal of Himalayan in 2019 is not only to define the direction and build the ecology, but also to deal with competition and successfully “break the game.”
In this year, Himalayan Live Broadcasting became a strategic business and began to concentrate resources to make breakthroughs. Since August 2019, the total live entrance traffic of the Himalayan station has doubled. The live broadcast of each channel went online, the live broadcast display on the album page was added, and the homepage traffic was upgraded. The live broadcast traffic also increased by 400%.
An analyst who has observed the live broadcast industry for many years said that for Himalayan, live broadcast is a supplement to the ecology, especially the pan-entertainment ecosystem. Anchors who are good at different verticals can get a monetization channel through live broadcasting. For the user, there is an additional layer of companionship, useHousehold stickiness is stronger.
In terms of commercialization, Himalayan live streaming business revenue has doubled for three consecutive years. After paying for knowledge and audio books, the live broadcast business has become the third-stage rocket for Himalayan revenue growth.