Live Platform: false data argues that "operating tips"-a webcast, Ying, pepper-IT information
Many live streaming platform, if the purpose is to motivate users to online fraud can understand, then a false number, doing publicity for marketing purposes, the user, are somewhat deceiving color.
Data fraud, scalping, pinch, and yellow ... ... Rapid development of mobile broadcasting industry in the first half of this year, suffering from capital in hot pursuit, but now faces the most serious challenge.
On June 2, the Beijing city authorities announced that Beijing, host blacklist first violation has been identified, involving a total of six rooms, pepper, reflect, and 9 live streaming platform, 40 anchor is permanently banned, illegal content is the main reason vulgar Huang involved, even drug-related violence.
On June 8, Wang Sicong Twitter exposing millions of salary games anchorwoman ayi, there is someone to play a game of manipulation. He also accused ayi signed platform fighting fish TV Viper, knowing that the anchor did not stop.
Recently, the host fans, the number of on-line fraud, the society for the negative sign up to host scalping have also been exposed. Why at this stage like a mobile broadcast platform? Current profit model, Unicorn level can support live streaming platform growth company? For a lot of chaos, how people in the industry, investors and what attitude?
Data fraud argued that the "operating tips"
21st century business Herald reporters found browsing Taobao, Ying, Chinese prickly ash, live platform such as a live broadcast, YY, widespread popularity and fans can be purchased. To reflect, for example, fans of the market price is 1 Yuan can buy 2000 fans. Buying sentiment is more expensive, anchors on live television, live popularity takes 5 single increase of 1000 Yuan. If you need to increase throughout the day broadcast popular, the price will be higher.
Host can take the initiative to buy popularity and fans, the platform also modify data, the number of online fraud. Broadcast live on multiple platforms, even if nothing black screen broadcast, there will be robot fans came to watch. There are media reports, live platform model, watch online the number of multiples is not a simple, but comprehensive data to dynamically adjust.
In addition, Association of anchor (anchor packaging and operations organization) signed for the anchor scalping scandal erupted frequently. Mode of operation is generally, Association of bulk recharge to the broadcast platform to get a discount, and then use virtual currency to its host brush gift. Brush gift can make top ranked near the top of the anchor, or you can drive real consumption of the users involved in the gift. Eventually all gifts received by the anchors, in accordance with the stipulated percentage of realisation of the platform. Live streaming platform with production data, brokers also praised his host.
Technology co-founder, a live Lei Tao, head of the 21st century economic report says, buy fans, single phenomenon, mainly brought by profit-driven. S do broadcast income return is good, through exploration, brushes to the list ranking of its anchors, more people can see, bring in more revenue.
"Scalping for the platform, without any benefits, it will disrupt the algorithm logic platform designed for normal users. Live acts of scalping is prohibited, will use the technical means to prevent, if it is found that the anchors are banned. "He said.
Lei Tao believes that red Association network operations, active, rational side. Reticulocyte need specialized packaging and operation solo often can't walk too far. Have a professional body is a good thing for the industry, a broadcast does not want to become a platform for himself only, and want the industry's upstream and downstream to get that part of his income.
"So live supports the regular has a strong ability to operate professional institutions, to participate in the online broadcasting industry. But some of the irregular operation of the Association, even using technical means to challenge the fairness of the platform, a broadcast will firmly combat. "He said.
Reflecting the relevant person in charge of the 21st century business Herald reporters reflected no red and network, the society signed a scalping of interests does not exist. GSR Zhu Xiaohu was involved in mapping the guest, Managing Director of investments, he told the 21st century business Herald reporters live on the PC platform, there are many Guild control host, scalping easier to achieve. But in the era of universal mobile broadcast, anchors are not likely at their own expense to scalping.
For a number of online fraud, Zhu Xiaohu said after the emergence of new live, robot fans can bring to the host encourages onlookers, this belongs to the category of operational skills. "For people in terms of investment, investment is not the number of virtual number, but the platform really how much money earn money, which cannot be brushed. "He said.
Lei Tao also said that online fraud is an industry issue. "Be fair when users publish live when is looking for someone to watch, but often because of platforms flow does not meet all of the users, in order to ensure users to publish live initiative, platform out of necessity with a robot fan feedback on user behavior incentive, that it is very difficult to eliminate. ”
In his view, to motivate users for the purpose of online fraud is understandable. But if there are team number of false advertising for marketing purposes to do, it does not make much sense.
Industry does not take too long
Due to the video than text, pictures, information, live real time also has a strong and sudden, real-time auditing supervision to live, live streaming platform are also facing problems.
Lei Tao, live through many levels to regulate content. First, the user started requiring real-name authentication, no users who are 18 years of age cannot start. Users to upload their identity cards when on the air photo, through certification to launch. Second, such as dew point when the user is not civilized behavior, live a permanently banned user. Even if the anchor for an account, identified through ID cards is the same person, cannot start.
Third, a live real time monitoring of all broadcast content review. Technology on the second beat, a live broadcast of its monitoring team, adding up to hundreds of people. In a live context, staff after the opening screen, you can monitor the live broadcast at the same time, many road, on TV screen dozens of second rotation. Team in its peak, probably while monitoring tens of thousands of people live.
Anh also told reporters, the company spent a lot of effort to do broadcast content regulation, also set up branches in Changsha mainly do audit work.
Purple-guide venture capital founding partner Zhenggang was also involved in the investment in reflected, he told the 21st century business Herald reporters, some small live platform may be used to touch the bottom line, to attract user's attention. Show mode is not live on the move only after the emergence of produce, live on the PC era has also plagued Huang involved. Mobile Live is currently in search of "Yan played", but next, education, public service, business and other aspects of content via live mobile way, content will become more and more rich.
"Direct broadcast venture now prosperous on the surface, may also have a lot of new platforms out in the second half, but the war is over. "Zhenggang says live platform first-mover advantage, customer habits, established customer relationships accumulate later Basic cannot catch up. Live the platform while relying on Twitter, there is plenty of Star resources to attract users. But stars live doesn't last, they can't on the platform, and users have too much communication.
"Now live platform of all kinds of odd phenomena, this is mainly because live platform is too much, a mixed bag. While waiting for the capital and industry are not so busy, really powerful platform will emerge out of the stage of the competition, may at that time would not be so serious, "says Lei Tao," We also think that industry will not take too long time, probably six months to a year. ”
Another industry of the 21st century business Herald reporter said live field, brush single, pinch, buy powder currently has a professional company to do these things, belonging to the broadcast of the derivatives industry. But for the Internet industry, these things are normal, Taobao, a taxi software scalping phenomenon, Twitter users also buy fan behavior.
直播平台真会玩：数据造假辩称“运营技巧” - 网络直播,映客,花椒 - IT资讯
诸多直播平台，如果是以激励用户为目的的在线人数造假还可以理解，那么以虚假的在线人数，去做以市场推广为目的宣传，对用户多少，则多少有些欺骗色彩。
数据造假、刷单、代打、涉黄……移动直播行业在今年上半年发展迅猛，饱受资本追捧，但目前却面临着最为严重的质疑。
6月2日，北京市有关部门宣布，已确定了北京市第一批违规主播黑名单，共涉及六间房、花椒、映客等9家直播平台，40名主播被永久封禁，违规的主要原因是内容低俗涉黄，甚至涉毒涉暴等。
6月8日，王思聪通过微博揭露千万年薪游戏女主播阿怡，存在找人代打游戏的作假行为。他同时也指责，阿怡的签约平台斗鱼TV姑息养奸，明知主播代打却不进行制止。
近期，主播买粉丝数、平台在线人数造假、公会替签约主播刷单的负面也相继被曝出。移动直播平台为何在现阶段乱象频出？现有的盈利模式，能否支撑直播平台成长独角兽级别的公司？对于诸多乱象，业内人士对此如何解释，投资人又持何种态度？
数据造假辩称“运营技巧”
21世纪经济报道记者浏览淘宝发现，映客、花椒、一直播、YY等直播平台，普遍可以购买粉丝和人气。以映客为例，粉丝的市面价格一般为1元可以买2000粉丝数。购买人气更贵一些，主播在直播过程中，单次增加1000的直播人气需要5元。如需全天增加直播人气，价格会更高。
主播可以主动购买粉丝和人气，平台也存在修改数据、在线人数造假的现象。在多个直播平台上，即使进行没有任何内容的黑屏直播，也会有机器人粉丝前来围观。还有媒体报道称，直播平台会建立数据模型，对在线观看人数不是简单的乘倍数，而是综合各项数据进行动态调整。
此外，主播公会（主播的包装和运营组织）替签约主播刷单的丑闻也频繁曝出。操作方式大致是，公会向直播平台大批量充值获取打折优惠，再用虚拟货币给旗下的主播刷礼物。刷礼物可以让主播的热门排名更加靠前，也可以带动真实用户参与到送礼物的消费之中。最终主播收到的全部礼物，可以按照平台规定的分成比例进行变现。这样直播平台有了流水数据，经纪公司也捧红了自己的主播。
一下科技联合创始人、一直播负责人雷涛对21世纪经济报道记者表示，代打、买粉丝、刷单等现象，主要还是利益驱动带来的。现在做主播的收入回报还不错，公会通过摸索，把旗下主播的排名刷到榜单前列，可以让更多人看到，带来更多收入。
“但刷单对平台来说，没有任何的好处，反而会打乱平台为正常用户设计的算法逻辑。一直播严禁刷单行为，会用技术手段进行防范，如果发现会对主播进行封号处理。”他说。
雷涛认为，公会做网红的运营，存在积极合理的一面。网红需要专门机构做包装和运营，单打独斗往往走不了太远。有专业的机构对行业发展来说也是一件好事，一直播并不希望成为只让自己获利的平台，更希望让行业的上下游都能获得自己的那部分收入。
“因此一直播支持正规的有很强运营能力的专业机构，参与到在线直播行业中。但有些公会的操作方式不正规，甚至用技术的手段挑战平台的公平性，一直播会坚决打击。”他说。
映客相关负责人对21世纪经济报道记者表示，映客没有和网红、公会签约，并不存在刷单的利益结合点。金沙江创投董事总经理朱啸虎参与了对映客的投资，他对21世纪经济报道记者表示，在PC直播平台上，有很多公会控制的主播，刷单比较容易实现。但在全民移动直播时代，个人主播不太可能自己花钱去刷单。
对于在线人数造假，朱啸虎表示，新的直播出现后，有机器人粉丝围观可以给主播带来鼓励，这属于运营技巧的范畴。“对于投资人来讲，在投资时看的不是在线人数的虚拟数字，而是平台真金白银赚了多少钱，这是刷不了单的。”他说。
雷涛也表示，在线人数造假是行业性的问题。“客观来讲当用户发布直播的时候，是希望有人观看的，但往往因为平台的流量不能满足所有的用户，为了保证用户发布直播的积极性，平台才不得已用机器人粉丝的方式对用户行为进行反馈激励，这也很难完全去杜绝。”
他认为，以激励用户为目的的在线人数造假是可以理解的。但如果有团队拿虚假的在线人数去做宣传，以市场推广为目的这样做，就不太合理了。
行业洗牌不需要太久
由于视频比文字、图片的信息量大，直播又具有很强的实时性和突发性，对直播内容的实时审核监管，也是直播平台目前所面临的难题。
雷涛表示，一直播通过多道关卡对内容进行监管。首先，用户开播需要实名认证，没有年满十八周岁的用户不能开播。用户开播的时候必须上传身份证照片，通过审核认证才能开播。第二，当用户出现露点等不文明行为，一直播会对用户进行永久性封号。即使主播换一个账号，通过身份证识别出来还是原来的人，也无法再开播。
第三，一直播会对所有的直播内容进行实时监控审核。一下科技旗下对秒拍、一直播进行监控的团队，加起来有几百号人。在一直播方面，工作人员打开屏幕后，可以对很多路直播同时进行监控，直播画面几十秒进行轮换。团队在峰值时，大概可以同时监控几万人的直播。
映客方面也对记者表示，公司花了很大的精力做直播内容的监管，还在长沙成立了分公司，主要做审核方面的工作。
紫辉创投创始合伙人郑刚也参与了对映客的投资，他对21世纪经济报道记者表示，一些小直播平台可能会用触碰底线的方式，吸引用户注意。但秀场模式并不是在移动直播出现后才产生的，在PC直播时代同样有涉黄的困扰。目前的移动直播还是以寻找“颜值担当”为主，但接下来教育、公益、电商等方面的内容，都将通过移动直播的方式体现，内容会越来越丰富。
“直播创业表面上现在很繁荣，下半年可能还会有很多新平台出来，但这场战争已经结束。”郑刚说，直播平台的先发优势、客户习惯、既成客户关系的积累，让后来者基本无法追赶。一直播这种平台虽然依靠微博，有大量的明星资源能够吸引用户。但明星直播没有持续性，他们在平台上也不可能和用户有太多的交流。
“现在的直播平台出现各种各样的怪现状，这主要是因为做直播的平台太多，鱼龙混杂。等资本和行业不是那么热闹的时候，真正有实力的平台就会凸显出来，拿不上台面的竞争方式，可能到那个时候才会不那么严重，”雷涛说道，“我们也认为行业洗牌不会需要太长的时间，可能半年到一年的样子。”
另有直播领域业内人士对21世纪经济报道记者表示，刷单、代打、买粉这些事目前都有专业的公司在做，属于直播的衍生行业。但对于互联网行业来说，这些事还比较正常，淘宝、打车软件也有刷单现象，微博用户其实也存在买粉丝的行为。