Live streaming platform wars are bubbles: poor value-live platform cannot be precipitated, betta, flag-IT information
In 2016, O2O suffering is finally over. Capital said a return to reason and a sharpened head to plunge into another area. Live streaming platform in a swift power pick up O2O, under cover of a content, into another outlet.
Betta Tencent's lead investor of $ 100 million, valued at $ 1 billion; gather time throwing 10yilai Tiger, Tiger signed 100 million popular presenter MISS; reflecting Kunlun worldwide 65 million investment Mo Mo, hug a stranger live social transformation; the United States, second, pushing live; 360 launch pepper live ... ...
Practitioners fear that it makes a lot of content, live is the trend now? So here's the thing.
First, what is live content?
Contents of the live platform, is not retained no settling rates of consumption.
Some time ago, my friend pushed me over an article, the title is more or less business as saying in a draught, all five, or something in the future. Opened it was a live platform started from game live, now took a large sum of money to develop new content and new mountains in the direction of a foothold.
My friend asked me how I wanted to, the same content, I now live than do more gaotou.
I said no.
Live broadcasting platform did not retain the contents of no precipitation, broadcast later, just don't see anymore. If the platform that we host our content, we spend is a reticulocyte. So, jumping three slots which produced ash content? Betta be the room, then fall into a group of fans crowding, switch to national or other live streaming platform which is the small anchor content?
Second, spending so much money anchor, isn't it silly?
Not stupid, but a deep frustration.
This appears to be a group of burning money money money guy hard behind the competition that if you dig a little, you will probably die. Standing on the cusp of a, regardless of who initiated a price war, once can't stop halfway.
This on like had of drops drops and fast of, although is drops drops launched of subsidies price war, but Dang they not intends to do of when, fast of began subsidies has, at drops drops and fast of of user proportion is 7:3, but if not followed up, user to money and experience will soon of into to fast of in the, dang user proportion reverse came of when, that when drops drops again wants to burn money, I'm afraid on too late has, even has may to exit travel industry.
With had popular of travel industry as, live high signed anchor, is to preemption supply end of resources, had bucket fish dug has small wisdom, a wave fans followed with small wisdom came to bucket fish, again plus news opinion, rendering, soon small wisdom of fans and just concern to live of people will large of influx bucket fish, this when, bucket fish as long as again pulled some other anchor up, caused content of diversified, promote user daily of content consumption, a do this thing, user are recognize a home, in has this aspects of needs of when, No doubt will choose betta, then fighting fish almost within the insurance industry leader status.
But he couldn't spend another buyer has been, user is hovering in the middle of the two, which have their own favorite host, so when he was broadcasting, I would go to the House.
This time, the preemption is the proportion of users. Who is better than less, who would die in the end. The last busy fall and end up with a no money to burn forever turn the cover date of the next.
Games Live as an example, the following data is part of the live platform is:
Fighting fish:
According to Alexa data, fighting fish still dominates in the broadcast industry's leading, heavyivy IP is 9.15 million on Sunday, PV is 54.9 million, page views per person 6.
Flag:
Banners have many retired players and stars supported by commentary, which can hold on to second position in this list: IP is 2.85 million on Sunday, Sunday PV 31.35 million average page views 11.
One-third IP is fighting fish on Sunday.
Panda:
IP was 3.54 million Sunday, Sunday PV was 17.7 million, per capita access to page weight: 5.
Tiger:
IP is on Sunday: 1.38 million, Sunday PV 4.14 million, per capita access to page weight: 3.
National:
There is an interesting website, national TV, ash eventually landing platform, in ash, small desert star commentary of blessings, in the broadcast industry have their own degree of popularity and status, although the user ... ... Not much, but they are also not a good platform. Sundays IP:90 Sunday PV:360, per capita access to page: 4.
Three, user consumption is live content?
We think carefully, but it is not, users simply needed to find their opinion leaders, and direct communication with the tools property platform.
LOL explain most expensive sleeping dogs lie up to ash, can be said to have witnessed the rise of several platforms. Space liangbaiduowange his YouTube fans, 223 videos on the YouTube platform alone, there were 660 million amount of play, it wasn't his video after it has been forwarded to a different platform is recommended on demand.
Such a figure is live streaming platform sign used his video live streaming platform can bring much traffic, this is self-evident. When I used to work in a social networking APP companies, small 80% is to use anchors to millions of users to floor to ceiling fans, a little wisdom is not the same level of host, even landed nearly one a day.
It turned out, the anchor did not stop in the case of our APP, fans after landing, his fans could not be found, on this platform, and any information that concerns him, as well as direct or indirect communication, generally added after users became our biggest burden.
Similarly, anchors his fans fall in broadcast platform, neither barrages nor the tips, all fans have a direct or indirect communication with anchor and live are a constant communication headers only. Providing more live streaming platform is a tool properties. Said shallow points, live streaming platform is a social networking platform for community and social platform for a stay no way to produce content.
Now millions of people analysing the relationship between host fans, what "meets fans" "fill their daily boring life" ... ... This is not wrong, this is essential, but with the fundamental nature of phenomena?
Fans in QQ groups, the public, video comments with KOL are not directly linked. Talk to fans, no matter how, is making big days, a number of cases, KOL will have too much energy to talk to fans. But when live is different, as a fan, I know you're there, and real-time interactive. Even if you do not speak directly with me, but I you have, can I speak to a group of people who enjoy the same fun with me push lightly push lightly, said some things that are not, and that is a sense of place.
Live provides a social networking platform now have no means of communication available--instant content consumption + instant communication header.
Meet the market demand, and live fire.
I like off line, so I entered another room, continue to watch these platforms UGC registered small produced boring live announcers. Content of these live streaming platform to populate the content stream, but as laxin user localization of core.
Watch anchors writhing around, with some people there said there wasn't anything thing, not because I output the content of the platform-dependent, but this form of communication that I like. Broadcast platform on which is why there are more likely to maintain a community tool, property is greater than the content of the platform is a tool, or even no what the substantive content of the platform type.
Four, since the market demand is really there, then why not fire live?
Before the fire, used to show a lot of people online, there are large, such as 9158, YY, etc, but who live before we all feel the platform in walking, is very dangerous, are secretly engaged. Now capital into this market, scaling limit, after the industry with a clear qualification, live platform know how not wrong, then everyone started to blatantly do it.
Five live, and will the bubble burst?
Now, capital investment in live projects more and more fire, valuations will become higher and higher. In fact God tier KOL in the market is limited, can give live platform quick guide of more limited line of activities is limited. Incomplete statistics currently live platform has got investments have been hundreds, many platforms at all check the top of KOL, occasionally with the stars, is also short of a period or periods of activity, and not into the first KOL landed and maintain fan effect.
And KOL's life cycle is limited, the traditional star has disappeared after the Red Sky phenomenon, not to mention the information faster to read the news for days now you can't keep up with the pace of the times.
After KOL contribution out of his fans, he is not short of money, Sirleaf, cool, they think about their future, that they would try to find a greater platform to washing powder.
This time buy, O2O after, when the industry leader, can make good content KOL went to the platform, platform differences slowly pulled apart, damn dead, the fire of fire. Capital return to "rational" again sharpened his head into the next field when the bubble burst of the live platform.
But this time there is nothing left, the user may type with the new KOL fans to better defend platform, live platform would leave?
An instant consumption + instant communication tool.
直播平台大战是泡沫：内容低劣，无法沉淀价值 - 直播平台,斗鱼,战旗 - IT资讯
2016年，O2O的虚火终于过去了。资本一边说着自己回归理性，一边一把脑袋削尖了一头扎进了另一个领域。直播平台以一种迅雷不及掩耳之势接棒O2O，打着内容的幌子，成了下一风口。
斗鱼获腾讯领投的1亿美金，估值10亿美元；欢聚时代拿出10亿来砸虎牙，虎牙1亿签当红主播MISS；映客获昆仑万维6500万投资；陌陌，抱抱等陌生人社交转型做直播；美拍、秒拍推直播功能；360推出花椒直播等等……
这让很多内容的从业者很惶恐，直播难道是现在内容的大趋势？那么问题来了。
一、直播到底有什么内容？
直播平台的内容，是没留存没沉淀，即时消费的内容。
前一段时间，朋友给我推过来一篇文章，标题大致是说内容创业站在风口上了，资本都很看好，大有未来什么的。打开一看是某直播平台从游戏直播起家，现在拿了一大笔钱打算开拓新的内容方向的而且要在新山头还站稳脚跟。
我看完朋友问我怎么想，同样是做内容的，直播是不是比我现在做的事更有搞头。
我说没有。
直播平台的内容没有留存没有沉淀的，直播过去了，就再也看不到了。如果平台说我们的主播就是我们的内容啊，我们花钱产出的是一个个的网红啊。那么，跳了三次槽的小智算是哪家出产的内容？那些在斗鱼被封了房间，然后利用落地到群里的粉丝簇拥，换到了全民或者其他直播平台的中小主播又是哪家的内容呢？
二、花那么多钱砸主播，是不是傻？
不是傻，而是深深的无奈。
在这场看似一群不把钱当钱的家伙使劲烧钱的背后，竞争激烈到如果你抠门一点，可能你就会死的地步。站在一个风口浪尖上，不管是谁先发起的价格战，一旦打就没法在半路停下来。
这就好比当初的滴滴和快的，虽然是滴滴发起的补贴价格战，但是当他们不打算做的时候，快的开始补贴了，当时滴滴和快的的用户比例是7：3，但是如果不跟进，用户为了钱和体验会很快的流入到快的中，当用户比例反转过来的时候，那个时候滴滴再想烧钱，恐怕就来不及了，甚至有可能要退场出行行业。
跟当初当红的出行行业一样，直播高价签主播，也是为了抢占供应端的资源，当初斗鱼挖了小智，一波粉丝跟随着小智来到斗鱼，再加上新闻舆论等渲染，很快小智的粉丝和刚刚关注到直播的人都会大量的涌入斗鱼，这个时候，斗鱼只要再拉一些别的主播上来，造成内容的多元化，促进用户日常的内容消费，一家做这个事，用户都认一家，在有这方面的需求的时候，毋庸置疑的就会选择斗鱼，于是，斗鱼几乎可以保主业内霸主的地位。
可是此时另外一家也肯花钱买主播了，用户就会在两家中间徘徊，哪家有自己喜欢的主播，那么他播的时候，我就会去那家看看。
这个时候，就抢占的是用户的比例了。谁占比少，谁最后就会死。最后繁华落尽，落得个没钱可烧永无翻身之日的下场。
以游戏直播为例，下面是部分直播平台目前的数据：
斗鱼：
根据Alexa统计的数据来看，斗鱼现在依旧处在直播行业中的龙头霸主地位，周均日IP是915万，周日均PV是5490万，人均页面访问量6。
战旗：
战旗拥有诸多退役选手和明星解说的支撑下，在这份名单里面能保住第二的地位：周日均IP是285万，周日均PV是3135万，人均页面访问量11。
周日均IP是斗鱼的三分之一。
熊猫：
周日均IP是354万，周日均PV是1770万，人均访问页面量：5。
虎牙：
周日均IP是：138万，周日均PV是414万，人均访问页面量：3。
全民：
还有一个有意思的网站，全民TV，小智最终的落地平台，在小智、小漠等明星解说的加持下，在直播界也有了自己一定的知名度和地位，虽然用户量……并不多，但好歹人家也是个不错的平台不是。周日均IP：90万，周日均PV：360万，人均访问页面量：4。
三、用户消费的是直播内容吗？
我们仔细地想想，其实并不是，用户们其实只是需要一个能找到自己意见领袖，并与之有直接交流的工具属性平台而已。
LOL解说里面身价最高也是惹是非最多的小智，可以说见证了几个平台的崛起。他的优酷空间两百多万个粉丝，223个视频单单在优酷一个平台，就有6.6亿的播放量，这还不算他的视频被转发到别的平台被推荐后的点播。
这样一个人物被直播平台签约，利用自己的视频能给直播平台带来多少流量，这个不言而喻。我曾经在某个社交APP公司工作的时候，小千万用户80%是用主播来给落地的粉丝，一个跟小智不是同一个层级的主播，一天甚至可以落地近万人。
可事实证明，在主播没有停留在我们APP的情况下，粉丝落地后，找不到自己的粉丝，在这个平台并关注不到他的任何信息，也得不到直接或者间接的沟通，大体量的新增用户却又变成了我们之后最大的负担。
同理，主播把自己的粉丝落地在直播平台上，不论是弹幕还是打赏，都是让粉丝跟主播见有了直接或者间接的沟通，而直播内容不过是一个他们持续沟通的由头而已。直播平台提供的更多的是一个工具属性。说浅出点，直播平台其实也就只是个比较适合做社群的社交平台而已，而且是个没有办法出产可停留内容的社交平台。
现在无数的人分析主播跟粉丝之间的关系，什么“满足了粉丝的心理”“填充了他们日常无聊的生活”……这都没有错，这是本质，但我们透过本质来看现象的话？
粉丝们在QQ群、公众号、视频评论区都跟KOL得不到直接的联系。粉丝再怎么说话，就是在作出大天来，一对多的情况下，KOL都会有太多的精力去理粉丝。但直播的时候不同，作为粉丝，我知道你在，而且是即时的可互动的。就算你跟我不直接说话，但我就你这个人刚才的表现，我可以跟一群跟我一起享受同一种乐趣的人扒拉扒拉说点有的没有的东西，那也是一种存在感。
直播提供一种现在的社交平台提供不了的沟通方式——即时内容消费+即时有由头的沟通。
满足了这个市场需求，于是直播火了。
我喜欢的主播下线了，于是我进入了另外一个人的房间，继续看着这些平台自注册的UGC小主播们的出产的无聊的直播。这些直播平台用来填充内容流的内容，却成了拉新后用户本土化的核心。
看着小主播搔首弄姿，跟一些人说一些有得没得的东西，并不是因为我对这个平台产出的内容有所依赖，而是我对这种沟通方式的一种喜欢。这也是为什么直播平台的存在更多倾向于一种社群维系的工具，是一个工具属性大于内容的平台，甚至可以说是没有什么实质性内容的平台类型。
四、既然这个市场需求是真的存在的，那为什么以前直播不火？
其实以前也火，以前的秀场也很多人在线，也有体量大的，比如9158、YY等，但以前做直播的人大家都觉得自己的平台在打擦边球，很危险，都是在偷偷的搞。现在资本介入，市场大了，尺度界限、行业规定有了明确的限定之后，直播平台知道怎么搞不会出事了，于是大家开始明目张胆的做了。
五、直播的泡沫会破灭么？
现在资本介入，直播项目越来越火，估值会越来越高。而事实上市场上的神级KOL是有限的，可给直播平台做快速导量的更有限，线下的活动也是有限的。不完全统计目前直播平台已经拿到投资的都已经过百家了，很多平台根本签不到顶级的KOL，偶尔跟一线的明星合作，也是短期的做一期或者几期活动，并达不到一线KOL落地并维护粉丝的效果。
而且KOL的生命周期是有限的，传统的明星都有红透半边天后销声匿迹的现象，更别说现在这个信息速度快到几天不看新闻你都跟不上节奏的时代。
KOL贡献完了自己的粉丝后，他不缺钱了，得瑟过了，爽了，他们会考虑到自己的将来的，那个时候他们就会去找更大的平台去洗粉。
就跟当年的团购，之后的O2O一样，当行业有了领头羊，能做出好的内容的KOL都会去这样的平台，平台的差异化慢慢拉开，该死的死，该火的火。资本再次回归“理性”准备再次削尖脑袋钻进下一个领域的时候，直播平台的泡沫就破灭了。
而这个时候没有任何内容留存，用户可能也随着KOL去了更好维护粉丝的新类型平台后，直播平台会留下什么？
一个即时消费内容+即时沟通的工具而已。