How does webcasting exert its impact?

The communication of webcasts is characterized by participatory, immersive, and feedback-based. That is, because the three major communication characteristics greatly expand the scope of user experience. In other words, live streaming has become one of the most important ways to connect people, between people and things, and between people and society.

Because the development of network technology is getting faster and better. For example, the emergence and development of VR technology has added a novel panoramic mode to live webcasting, which will allow users to experience a different webcast. For example, when watching the live broadcast of your favorite idols, it is as if you are really in front of your idols, and you can also watch your idols in a 360-degree panorama.

E-sports anchors, the content characteristics of this type of anchors are to share their own game experience and share their own game ability as the core content. Their income is mainly due to the high signing fee provided by the live broadcast platform, as well as their own e-commerce and advertising endorsement income, etc., but the main income** is still the platform's annual salary system. The head of this kind of anchor is very concentrated, and each game platform has its own representative anchor, with an annual salary of usually at the level of tens of millions, and from the perspective of some recent contract renewals, the income still maintains a relatively high level.

Solving the problem of employment? The online live broadcast of talent performance also has the same meaning as setting a small bowl on the side of the road and playing and singing a song. The difference is that it is not embarrassing on the street to cause poor performance, and the possibility of forgetting words and embarrassing laughter.

Waves of tourists poured into the live broadcast room, thinking it was good, clicking on the attention and rewarding, provoking the atmosphere of the live broadcast room, rewarding gifts poured in like a tide, everyone looked happy, and the anchor was also regarded as labor income.

It is the new scene that gives birth to new content, in other words, the current webcast can be said to be accessible to everyone. Nowadays, many Internet celebrities start to become popular overnight with the help of online live broadcasts, and then get rich (just some success stories). Therefore, some people's online live broadcast culture is civilian culture and popular culture.

In addition, the scene of the live webcast is updated in a timely manner, so that everyone can be entertained and learn some knowledge, for example, the development of some short ** software now, so that people have seen a lot of things that they have not seen.

The show anchor model, rewards, and value-added product sharing, as well as fan payment and monetization, account for about 90% of the revenue of the live broadcast industry, or a higher proportion. The characteristics of the live show are that the equipment and personal requirements for the live broadcast are not high, and the threshold is relatively low. The income scale of this kind of anchor in a stable live broadcast state is basically between thousands of yuan, tens of thousands of yuan, and even a monthly income of one million, from the perspective of the overall income scale, it is still a very large scale, but it is characterized by uneven levels and a very large gap.

Game live broadcast, entertainment live broadcast, food live broadcast, and among them, game anchors and entertainment anchors, game anchors generally sign contracts with the platform to get a share, generally 37 points, anchors seven points, plus the gifts of fans, are also shared with the platform, but some big anchors have a very high signing fee, which can reach tens of millions, and I have millions of less, so they are not bad at all. The next one is the entertainment anchor, the first thing that comes to mind is the beautiful anchor, they can rely on their appearance to attract the audience, and the male anchor really has to rely on talent, how can he please the platform without talent!

Different from the indifference, loneliness and mutual estrangement encountered in life, on the live broadcast platform, as long as you are willing to pay, you can get the gratitude of the anchor, which greatly satisfies the vanity. Especially for a large number of male users in third- and fourth-tier cities, they need this way to gain a sense of presence.

It is now that the webcast makes full use of its own advantages and allows more users to participate through the "live broadcast +" model, which can be said to not only enrich the content of the webcast, but also release the vitality of the webcast. However, it should be noted that the rules of online live broadcasting, for example, the content of the live broadcast room should be green and healthy, and bad language should not be spread.

The influence of the anchor in the live broadcast room is reflected in the response to the call, there are many people who brush gifts, fans will believe what they say, the number of people is large, and the number of live broadcast messages can be seen.

The influence of online anchors is now expanding, but the quality of online anchors is uneven, which also causes the quality of their fans to be different, and there is still a big contrast with the fans of celebrities.

Streamers live stream to improve influence skills.

1. The anchor is a profession, a profession, and a job, which means that you can't come to the camera without washing your face, combing your hair, and wearing pajamas, which is disrespectful to tourists, and it is also responsible for yourself.

2. Be sure to stick to a fixed start to help people who have just become curious or have a good impression of you find you. Insisting on starting the broadcast at a fixed time is conducive to tourists accumulating knowledge of you, and the more you know, the more you will become your fans.

3. Maintain a positive mood. Even if there is only one visitor in the room, you need to be full of joy and sunshine, which is a necessary professionalism for you as an anchor.

4. Always performing. Always remember that when you are live, your every move is being ** or observed. You have to remember: the way you handle it is also what you perform.

5. Be qualified. As a streamer, remember not to curse and not to swear.

6. The most powerful newcomer skills. The powerful skill that a new streamer must get is talking to himself, and this is very important.

7. It is best to have one or two familiar people in the room. If you can have one or two people who are more familiar with you, it may be easier to get through the initial time. Let them stay with you for a few days to form the initial interaction of the room.

2016 was the first year of live broadcasting, and the industry entered a period of rapid development in five years

The first year of live broadcast recognized by the industry was 2016, and in this year, more than 300 online live broadcast platforms appeared in China one after another, and the number of live broadcast users also grew rapidly. At a time when e-commerce platforms are encountering traffic bottlenecks, major platforms are actively seeking to change and try a model of e-commerce content and e-commerce community, which has been implemented by the emergence of live broadcast platforms.

In 2016, e-commerce platforms such as **, Jingdong, Mushroom Street, and Vipshop launched live broadcast functions and opened the live shopping guide mode; Live streaming platforms such as Kuaishou and Douyu cooperate with e-commerce platforms or brands to lay out live streaming e-commerce business.

After more than 4 years of development, more and more e-commerce platforms, first-class live broadcast platforms, MCN institutions, and brand manufacturers have participated in the live broadcast e-commerce industry, and the live broadcast e-commerce industry chain has basically taken shape, and the industry has entered a period of rapid development.

Platform scale: The number of online live broadcast platforms has grown rapidly, and various platforms have successively deployed live broadcast e-commerce business

2016 is the first year of live broadcasting, this year, more than 300 online live broadcast platforms have appeared in China, and the number of live broadcast users has also grown rapidly. At a time when e-commerce platforms are encountering traffic bottlenecks, major platforms are actively seeking to change and try a model of e-commerce content and e-commerce community, which has been implemented by the emergence of live broadcast platforms.

In 2016, e-commerce platforms such as **, Jingdong, Mushroom Street, and Vipshop launched live broadcast functions and opened the live shopping guide mode; Live streaming platforms such as Kuaishou and Douyu cooperate with e-commerce platforms or brands to lay out live streaming e-commerce business.

User scale: The development of users' online consumption habits has accelerated, and the scale of e-commerce live broadcast users has grown rapidly

The China Internet Network Information Center (CNNIC) has disclosed the scale of China's e-commerce live streaming users since the 45th Statistical Report on the Development of China's Internet Network. During the epidemic, users' online consumption habits have accelerated, and live e-commerce has become an emerging shopping method that is widely loved by users.

In February 2021, CNNIC released the "45th Statistical Report on the Development of China's Internet Network", according to the report data, as of March 2020, the scale of China's e-commerce live broadcast users was 100 million, and it has grown rapidly. As of December 2021, the number of live broadcast e-commerce users in China has reached 100 million, accounting for the total number of netizens.

Market size: The market size is growing rapidly, and the trillion market is coming

In 2018, the head short ** platform began to lay out the live broadcast e-commerce business, and under the joint promotion of user habit formation and merchants, the total transaction volume of live broadcast e-commerce with goods grew rapidly, reaching 416.8 billion yuan in 2019, and ushered in an outbreak in early 2020. It is expected that China's live broadcast e-commerce industry will gradually enter a period of steady development, and by 2025, the total transaction volume of China's live broadcast e-commerce will reach about 6,417.2 billion yuan.

Major listed companies in the industry:Douyu Live (Doyu), Huya Company (Huya), Songcheng Performing Arts (300144), Guangbo (002103), Saturday (002291), Gravity Media (603598), etc.

The scale of online live broadcast users and the usage rate of netizens, the scale of the online (pan-entertainment) live broadcast market, the scale of the game live broadcast market, the scale of show live broadcast users and the usage rate of netizens, and the scale of the show live broadcast market.

Webcasts have gradually been widely integrated with various fields

In recent years, education, medical care, cultural tourism, performing arts and other fields have also joined the team of online live broadcasts, and have carried out publicity and product sales through online live broadcasts. Today's webcast has gradually been widely combined with various fields, and the scale of webcast users in China has increased year by year, reaching 100 million yuan in 2020, and the usage rate of netizens is also high.

In 2020, the scale of the online (pan-entertainment) live broadcast market exceeded 80 billion yuan, and the compound annual growth rate of the online (pan-entertainment) live broadcast market from 2016 to 2020 was as high.

Game live streaming and e-sports are deeply integrated to improve the game ecosystem

As a major segment of online live broadcasting, game live broadcast has a huge market space, and with the deep integration of game live broadcast and e-sports, the game live broadcast ecology is more perfect, and the game live broadcast market size has increased significantly from 100 million yuan in 2016 to 100 million yuan in 2020, and the compound annual growth rate of China's game live broadcast market is as high as 2016-2020.

The live broadcast of the show explored a new model, and the scale of users and market size resumed growth

Another major market segment for live webcasting is live shows. Live streaming is the earliest online live streaming mode. Most of the traditional live show anchors are young men and women with good appearance, and they perform singing and dancing talent shows in the form of live broadcasts to meet the entertainment and emotional interaction needs of users, while the income mostly depends on user tips.

With the continuous development of online live broadcasting, the traditional model has gradually revealed its drawbacks, so in recent years, more and more show live broadcast platforms have diversified their businesses, increased social interaction, emphasized interaction, and explored new models. The new model has also been gradually verified by the market, and the user scale and market scale resumed growth in 2019, and in 2020, the number of live show users in China reached 100 million, and the usage rate of netizens exceeded 50 billion yuan.

<> the above data refer to the Prospective Industry Research InstituteAn in-depth research report on business model innovation and investment opportunities in China's webcast industry

Network anchors. According to the content, online anchors are divided into show anchors, game anchors, and other anchors, with show anchors and game anchors being the majority, and other anchors being less formal.

Show anchors. The show anchors are mostly post-90s and post-00s, and are divided into singing anchors, MC anchors, chat anchors, NJ anchors, dance anchors, musical instrument anchors, etc.

Game streamer. According to the game content, it is divided into: League of Legends streamer, PUBG streamer, Dota 2 streamer, CrossFire streamer, Dungeon and Warrior streamer, Storm Hero streamer, Hearthstone streamer, World of Warcraft streamer, etc., game anchors are usually transformed from game professional players, game masters, game celebrities, etc.

Other streamers. In addition to show anchors and game anchors, online anchors include: teaching anchors, food anchors, outdoor anchors, foreign language anchors, financial anchors, fitness anchors, financial anchors, etc. There are relatively few types of anchors above in China.

For a program or activity on the Internet, most of the work from planning, recording, production, audience interaction, etc., is participated in by the anchor, and the anchor himself is responsible for hosting the work. An excellent online anchor often has to face tens of thousands, hundreds of thousands or even millions of online audiences, and communicate and interact with online audiences in real time.

On the morning of April 13, 2016, the press conference of the Beijing Online Performance (Live Broadcast) Industry Self-Discipline Convention was held in the Municipal Cultural Law Enforcement Corps, and it is understood that more than 20 major enterprises engaged in online performance (live broadcast) such as Sina, Sohu, iQiyi, LeTV, Youku, Kuwo, Yingke, and Huajiao jointly issued the "Beijing Online Live Broadcast Industry Self-Discipline Convention", promising that from the 18th, the webcast room must be marked with a watermark; The content shall be stored for no less than 15 days for future reference; All streamers must be verified with their real names; For anchors who broadcast content related to politics, guns, drugs, violence, or pornography, the circumstances are serious and will be included in the blacklist; Moderators conduct 24-hour real-time supervision of live content on the platform.

In addition, the convention clarifies that minors under the age of 18 are not provided with anchor registration channels.