2016, net red live year-net red, live-IT information
Year of 2016 is the live commercial application, with the participation of celebrities, stars and brand companies, a large number of live mobile video platform achieved great development. Webcast content means the productivity of a major revolution. Revolution took place for the first time in more than 10 years ago, when the UGC (user-generated content) emerging, blog broke the monopoly of the portal site, two community and portal of the world. Now, the UGC by the blog post "evolution" into Live mobile video mobile live video to break the monopoly of the video portal, showing a thriving development scene.
The market "cake" is not
Influx of broadcast areas of substantial growth in venture capital, according to incomplete statistics, famous investment in broadcast platform 2013 approximately 170 million yuan in 2014, about 790 million Yuan, while the 2015 rose to 2.37 billion yuan, an average annual growth rate at around 300%. With falling prices of mobile phones, traffic falling prices, development of broadband speeds, as well as live entertainment platform, live will become a killer business applications. China Securities research report that the 2015 broadcast industry with 12 billion yuan market scale, AI media advisory report that broadcast market size of about 9 billion yuan. As can be seen, including advertising, webcast, value-added services such as market size has reached tens of billions of Yuan level. AI Media Advisory published data show that China Webcast platform users to 200 million, large live platform online close to 4 million daily during peak periods at the same time, simultaneously broadcast live more than 3,000 rooms. From a long-term perspective, network live mode or will evolve into a video conversation, room for further expansion of the market. According to China Securities expects future Webcast marketing users, platforms, categories, liquidated and so further development in 2020, the webcast market will exceed 100 billion yuan. According to founder securities expected 2016 broadcast market will reach 15 billion yuan, 2020 broadcast market scale will reach 60 billion yuan.
But competition from the industry point of view, we need to be alert. Tencent Research Institute figures show that number of broadcasting platforms in the nearly two years after the industry overall approach "waterline" competition "Red Sea". According to the data of the Ministry of culture, announced in April, domestic network live about 200 enterprises, this number is still growing. In other words, there are more than more than 200 platforms vying for 200 million users, competition is not fierce. Assuming 2016 market could reach 15 billion yuan, and each platform's share of less than 100 million Yuan on average, market fragmentation is very serious. "Cake" smaller "customers" more industry consolidation is coming.
High costs "leftover" less
Live platform's main sources of income include advertising, value-added services, membership billing, e-commerce guide, such as some games and sport platform also provides match quiz, and more. Currently, advertising and value-added services are the core of live platform revenue model. In terms of value added services, mainly playing tour into the cost of. Network live broadcast platform casts and fans provide a platform for anchor in broadcast platform to provide an experience sharing or content such as talent shows, relying on fans of Red tips or virtual gifts to gain income. On the distribution of profit and revenue accounted for 60% of the platform.
Webcast operation requires the server, bandwidth costs and the high cost of human resources. Live all the information in the data storage and transmission in the cloud requires a large number of servers and bandwidth to support, CDN one only, according to the industry standard, assuming a peak number of 1 million, consume 1M per person, minimum bandwidth of 1T (1T=1024G), 1T market price is about 20 million Yuan a month.
Well-known gaming esports anchor stole a sought-after resources in major platforms, anchor price is soaring. Platform and anchorman of the famous game of cooperation are huge amount of base salary and divided into mode. According to media reports in February of this year, "Goddess" Miss signing Tiger, earning up to 30 million Yuan. Due to the high operating cost of live, bandwidth and other basic technical inputs is very large, hired well-known anchors also have very large costs, many platforms at a loss. Live streaming platform approach appears to be diverse, but mainly relies on value-added services, business model is single, live platform of profitability is still not satisfactory.
High costs, has decided to live as "nobles toys." In accordance with the law of the Internet industry, and number of platforms that can survive in the broadcast industry could be further reduced to less than 3. Live is "burning money" industries, in line with the "throwing money" rule: small money big money, fast money slow, who who won more money. Under the capital contributed, betta TV broadcast industry emerged, the United States and other "Unicorn" platform. "Burning" out before hundreds of millions of dollars of investment, those start-ups and early stage platform, in addition to the show "play" feelings, what will be left?
Live the future of
Webcast platform if they can seize the future trend, naturally easy to occupy a dominant position in the future. Future trends include: celebrities, commercial, mobile, short video.
Red live platform not only helped popularize a number of grass-roots network, more and more celebrities and stars began to live in the past. Smooth enough footage, color ordinary scenes, free chat atmosphere, more "Fireworks" make fans feel as if from the stars near the lot. Stars want to live platform to show kindness to increase popularity, or for some specific needs, the most common is to promote brands, shows, TV series and other network live broadcast platform is hoping the star's popularity as a platform to bring traffic. Live platform with the participation of celebrities, stars, mutual benefit and win-win "micro live" sales will become a trend, there will also be more brands to pay for it.
Personal indoor and outdoor performances and games live as a representative of life live entered a period of stable, commercial broadcasting concern. On May 25, Lei finished live first product launch in the history of domestic enterprises. Lei said in a live broadcast: "cell phone live this great era. This way, with a new interactive way, want entrepreneurs to play a game. "On May 27, Wang Jianlin Panda live broadcast platform in the day, including scenes of their landlords in the private jet, caused many users concerned. Current live platform is still in early stages, need to further enhance the functionality and stability of the product in the future, to meet the demand for real-time video conferencing.
To the mobile broadcast industry development is a foregone conclusion. With the development of mobile trend, a veteran broadcast platforms have been offering mobile, there are many more mobile broadcast applications. Mobile video from 2012 start in 2014, more than PC video mobile use side of the network, and becomes the user's preferred way by October 2015, the proportion of users watch online video on mobile phones has reached down to 54.2% of the 76.7%,PC-end user. Live streaming platform to mobile transfer in line with their development needs and mobile product development more difficult than PC low end products. Mobile live scenes on the liberated PC side restrictions, go to where you can live, variety of outdoor live thus came into being.
Under pressure from costs of network traffic, live to mobile development trends, created short video applications. According to media reports, in May 2014, the short video community "beauty shot" line. At present, more than 140 million users, growing even faster than Facebook and instagram. Short video conforms to the current fast pace of browsing habits can save time for users, saving energy and flow; shooting process simple, watch for only a few seconds, after uploading do not need to wait for transcoding or watch commercials, save time and upload capacity is very small memory footprint, easy to spread and download.
While the current broadcast of vertical exploration has just started, in the industry at the edge, however, live features may become like a blog site, "standard", and is expected to become a mainstream marketing. We wouldn't mind now appears "anchors for all", "all live" spectacle, it's just a matter of time, because of platforms full of video, there is no escape.
2016，网红直播年 - 网红,直播 - IT资讯
2016年是网络直播商业化应用起步之年，随着名人、明星和品牌公司的参与，一大批移动视频直播平台获得了长足发展。网络直播意味着内容生产力的又一次重大革命。第一次革命发生在十多年前，那时UGC（用户原创内容）刚刚兴起，博客打破了门户网站的垄断地位，使得社区与门户两分天下。而今，UGC由博客发帖“进化”到移动视频直播；移动视频直播打破了视频门户的垄断，呈现出欣欣向荣的发展气象。
市场“蛋糕”不大
涌入直播领域的风险投资大幅度增长，据不完全统计，知名直播平台的投资2013年约为1.7亿元，2014年约7.9亿元左右，而2015年增长到了23.7亿元，年均增长率在300%左右。随着手机价格下降、流量价格下降、宽带网速提升以及娱乐化直播平台的发展，直播会成为一种杀手级商业应用。华创证券的研究报告认为2015年直播行业具有120亿元的市场规模，艾媒咨询的报告认为直播市场规模约为90亿元。可以看出，包括广告、增值服务等在内的网络直播的市场规模已经达到了百亿元级别。艾媒咨询公布的数据显示，中国网络直播平台用户数量为2亿，大型直播平台每日高峰时段同时在线人数接近400万，同时进行直播的房间数量超过3000个。从长远来看，网络直播的模式或将演变为视频对话，市场空间进一步扩大。根据华创证券的预计，未来网络直播市场的用户数量、平台类别、变现方式等会进一步发展，2020年中国的网络直播市场规模将突破1000亿元。根据方正证券的预计，2016年直播市场规模将达到150亿元，2020年直播市场的规模将达到600亿元。
但从行业竞争角度来看，大家需要警惕。据腾讯研究院的数据显示，在近两年直播平台数量爆发之后，产业整体临近“吃水线”，产业竞争已然“红海化”。根据文化部4月公布的数据，国内网络直播企业约有200家，这一数量目前还在保持增长。也就是说，有200多个平台在争夺2亿用户，竞争不可谓不激烈。假定2016年市场规模可以达到150亿元，那么，平均每家平台获得的份额不足1亿元，市场碎片化程度很严重。“蛋糕”小而“食客”多，行业整合在即。
成本高企“剩者”少
直播平台的主要收入来源包括广告赞助、增值服务、会员付费、电商导流等方式，部分游戏和体育平台还提供比赛竞猜等内容。目前，广告赞助和增值服务是直播平台的核心盈利模式。在增值服务方面，主要是打赏费用的分成。网络直播平台为主播和粉丝提供平台，主播在直播平台上提供经验分享或者才艺表演等内容，依靠粉丝的红包打赏或虚拟礼物来获得收入。在利润分配上，平台收入约占六成。
网络直播运营需要消耗的服务器、带宽成本以及人力资源成本很高。直播中所有信息数据的存储、传输都在云端，需要大量服务器和带宽支持，仅看CDN一项，按业内标准，假设峰值在线人数为100万，每人消耗1M流量，则带宽至少为1T（1T=1024G），1T带宽的市场价大约是每月2000万元。
知名游戏电竞主播在各大平台的争抢下成为抢手资源，主播的身价也水涨船高。平台与知名游戏主播的合作方式大多是巨额底薪加分成模式。据媒体报道，今年2月，“电竞女神”miss签约虎牙，年薪高达3000万元。由于直播的运营成本较高，带宽等基础技术投入很大，聘请知名主播也有很大成本投入，很多平台处于亏损状态。直播平台的盈利方式看似多样，但主要依靠增值服务，商业模式比较单一，直播平台的盈利情况仍不理想。
成本高企，决定了网络直播成为“贵族的玩具”。按照互联网行业规律，能在直播行业生存的平台数量可能进一步缩减为3个以内。直播是“烧钱”的行业，符合“砸钱”规律：钱大的砸钱小的，钱快的砸钱慢的，谁钱多谁胜出。在资本的推波助澜之下，直播行业出现了斗鱼TV、美拍等“独角兽”平台。在动辄“烧”掉上亿美元的投资面前，那些初创企业和早期平台，除了展示一下“玩票”的情怀，还会剩下什么？
直播的未来之路
网络直播平台如果能把握未来趋势，将来自然容易占领行业优势地位。未来可能出现的趋势包括：名人化、商业化、移动化、短视频。
直播平台不仅捧红了一大批草根网红，越来越多的名人、明星也开始参与到直播中来。不够平稳的镜头，色调平常的场景，自由聊天的气氛，这些更具“烟火气”的情景让粉丝感到自己仿佛离明星近了很多。明星希望通过直播平台展现亲切感来增加人气，或者出于某种特定的需求，最常见的是宣传品牌、节目、电视剧等；网络直播平台则希望借助明星的人气为平台带来流量。直播平台有了名人、明星参与，互利共赢的“微直播”营销将会成为趋势，也将有更多的品牌商为其埋单。
以个人室内外表演和游戏直播为代表的生活类直播进入平稳期，商业化直播值得关注。5月25日，雷军独自完成了国内企业史上第一场产品发布会直播。雷军在直播中表示：“手机直播这一伟大的时代来临了。这种方式有全新的互动形式，希望企业家也来玩一玩。”5月27日，熊猫直播平台直播了王健林的一天，包括其在私人飞机上斗地主的场景，一时引发众多网友关注。目前各大平台的直播功能还处于初级阶段，未来需要进一步提升产品功能和稳定性，以满足企业对实时视频会议的需求。
直播行业向移动端发展已成定局。随着移动化趋势的发展，老牌直播平台纷纷推出移动端，还有更多的移动直播应用不断产生。移动端视频的用户比例从2012年开始爆发；2014年，网络视频的移动端使用比例超过PC端，成为用户的首选方式；截至2015年10月，用户用手机观看网络视频的比例已经达到76.7%，PC端用户的比例下降到54.2%。直播平台向移动端转移符合其发展需要，而且移动端产品的开发难度比PC端产品低。移动直播还解放了PC端的场景限制，走到哪里都可以直播，形式多样的户外直播因此应运而生。
受制于网络流量成本的压力，直播出现了向移动端发展的趋势，催生了短视频应用。据媒体报道，2014年5月，短视频社区“美拍”上线。目前，美拍用户数突破1.4亿，其成长速度甚至超过instagram和facebook。短视频顺应了当下人们快节奏的浏览习惯，可以为用户省时间、省流量、省精力；拍摄过程简单，观看时间仅有几秒，上传后不需要等待转码，也不用观看广告，大大节省了时间；占用的内存和上传容量都很小，便于传播和下载。
尽管目前的直播垂直化探索刚刚起步，在行业中处于边缘，但是，直播功能可能会像博客一样成为网站“标配”，未来有望成为一种主流的营销方式。我们不必介意当下是否出现“人人主播”、“全民直播”的宏大场景，这只是个时间问题，因为社交平台的全面视频化，是一个无法躲避的方向。