Live behind the scenery: financing life, was a losing proposition-broadcast, network-IT information
The afternoon of June 27, shareholders of Ms AW has been live on the betta vanke shareholders, "my family heavily vanke, vanke, is minority shareholder, resumption to fall into a dog eat shit! "Ms AW watching live while complaining. This lasted 2-hour broadcast, let it ferment into maximum. The same day, actor meme, which Wang's wife, in theology, theology, @@ you early in the morning on the live platform "to Wang to his wife's identity, 24 hour live broadcast about rice", but later "meme trip around cause skin irritation" as an extension.
Now, when a major event occurs, live the proliferation path and has become an important distribution channel. But when the robot is open to fans, water brush data "unspoken rules", a shuffling journey appears to be gradually opened the curtain ... ...
Brush data, false prosperity
"Dear Anh guest user, you set up a user tile does not meet the mapping community Sun health purposes, avatar has been reset to the default picture of the system, please update your own avatar. "White-collar" Xiao Cao Ying APP a few days ago to register an account, use an art photo real avatar, the results met "online patrol" warned. Netizen Xiao Yang said, reflecting tube very strict now, has somehow been silenced or not zombie powder, broadcast for 5 minutes and no one ... ...
Background of this scene is that the live APP some time ago brush data being dug out, "black screen 3-hour live platform, and 21 fans still do not leave", the fans here, is actually a robot powder. Brush the data, it is an open secret in the industry.
"Brush tips" has become a broker, live platform between reticulocyte and create "GDP" means. As network red brokers company spent 20 million Yuan to live platform recharge, made 50 percent offers Hou, equivalent to get has 40 million virtual currency, again will this 40 million virtual currency spent in himself its of network red account, then, 40 million of income and live platform 55 into, brokers company on can have back pay of 20 million, that is, brokers company actually and no loss, but is holding red has himself of network red, while network red account harvest has large water, Live platform has also been a lot of VC data.
Serve several purposes, "brush tips" has become a live-hidden rules in the field of play. Some analysts said, upstream and downstream industry chain is so "cooperative" or "apologia", because there is no damage to the user's interests. However, the user as onlookers, into this "false play" participants.
Hundreds of APP, by financing new lease of life
Live streaming platform proliferation can be said to be a capital blowing out bubbles. According to incomplete statistics, the 116 live APP now stands at 108 have received financing, well-known live platform of financing in 2014, about 790 million Yuan, and in 2015 rose to 2.37 billion yuan.
In 2016, the first half of the live on financing growth doesn't stop. For example, in January this year, reflecting guest access to a share company Kunlun worldwide 67 million yuan of funding March fighting fish TV to raise $ 100 million, Tencent's lead investor was 400 million Yuan. Shares in the company, and long games, Zhejiang media, Alpha entertainment for the broadcast industry's "boom" contributed capital strength. Recently, a lot of startup financing and fundraising purposes also tend to present popular "live", such as the crazy teacher, an online education platform, most recently to raise 120 million Yuan, to force direction is live.
IResearch data released earlier showed in 2015, there are nearly 200 online live streaming platform, the platform has quite a few also tried before a round, now broadcast platforms continued mainly through financing money-burning life, is to rely on capital-raising businesses.
Behind the scenery is a losing proposition
Behind the scenery of the capital popular, almost all of the live platform is doing business at a loss. Gathering times reported move a canine live platform 2015 4 quarters of its revenue of 55 million, respectively, 85.3 million Yuan, 82.4 million Yuan and 133.6 million Yuan. But to divide and content revenue cost, respectively spent 672.7 million Yuan, 833.3 million, 905.5 million Yuan and 807.3 million Yuan. A simple calculation, Tiger's 2015 annual operating losses of more than 2.5 billion yuan.
In the broadcast industry, now roughly divided into three types: gaming esports live, live video, e-commerce platform live, profitable models are just three: advertising, selling goods and enjoy the income, but the income is unable to support the cost of hundreds of millions of Yuan a year. Bandwidth costs alone, the first broadcast APP cost 20 million Yuan a month. Anchor gaming esports class platforms, anchor's salary is also a huge amount of spending, such as canine sign 3 years 100 million worth Hearthstone anchor andeluoni couples.
In terms of content, each is "burning money" investment. Ying got the 2016 BIGBANG concert full of exclusive General named, it is said that only three concerts live trailer the signing bonus will cost 20 million Yuan. Faye Wong concert held on December 30 in Shanghai this year, all settled the only live streaming platform is still in the consultation, planet Ali is said to have tried to offer 100 million Yuan to win exclusive broadcasting rights.
But industry experts say, the industry has not found on most platforms really for profit models, relying on simple advertising cash and rewards model has appeared tired.
直播风光背后：靠融资续命，都是亏本买卖 - 直播,网络 - IT资讯
6月27日下午，股东胡女士一直在斗鱼上看万科股东大会的直播，“我家重仓万科，是万科小股东，复牌要跌成狗吃屎了！”胡女士一边看直播一边埋怨。这场持续2个多小时的直播，让这件事的发酵变成最大化。同一天，演员田朴珺，也就是王石的妻子，一大早就在陌陌@@哈你直播平台上“以王石妻子的身份，开展24小时直播约饭”，但后来以“田朴珺行程奔波导致皮肤过敏”为由延期了。
如今，重大事件发生时，直播已经成为重要的扩散路径和发布渠道。但是，当机器人粉丝、注水刷数据成为公开的“潜规则”，一场洗牌之旅的大幕似乎正逐步拉开……
刷数据，虚假的繁荣
“亲爱的映客用户，您设置的用户头像不符合映客社区阳光健康的宗旨，系统已将头像恢复为默认图片，请您更新属于自己的头像。”白领小曹几天前在映客APP上注册了一个账号，用了一张艺术写真的真人头像，结果遇到“在线小巡警”的警告。网友小杨说，现在映客管得很严，还莫名其妙被禁言，也没有僵尸粉了，播了5分钟也没有人来看……
这一幕出现的背景是，前一段时间直播APP刷数据被扒出来，“直播平台黑屏3小时，21个粉丝仍不离不弃”，这里所说的粉丝，其实就是机器人粉。刷数据，这是业内公开的秘密。
“刷打赏”也成为经纪公司、直播平台和网红之间创造“GDP”的手段。如网红经纪公司花2000万人民币向直播平台充值，取得五折优惠后，相当于得到了4000万虚拟货币，再将这4000万虚拟货币花在自己旗下的网红账号，随后，4000万的收入和直播平台五五分成，经纪公司就可以得回付出的2000万，也就是说，经纪公司其实并没有损失，但却捧红了自己的网红，同时网红账号收获了大量流水，直播平台也得到了大量的VC数据。
因一举数得，“刷打赏”也变成了直播领域潜规则式的玩法。有分析称，产业链上下游之所以如此“配合”或者说“纵容”，因为没有伤害到用户的根本利益。不过，用户作为围观者，成了这场“假戏”的参与者。
百余APP，靠融资续命
直播平台泛滥，可以说是一场资本吹出来的泡沫。据不完全统计，目前已知的116个直播APP已有108个获得融资，知名直播平台的融资2014年约7.9亿元左右，而2015年增长到了23.7亿元。
而在2016年上半年，关于直播的融资增长并没有停止。比如，今年1月，映客获得A股公司昆仑万维的6700万元融资，3月斗鱼TV融资1亿美元，腾讯领投出了4亿元人民币。A股公司中，游久游戏、浙报传媒、奥飞娱乐等都为直播行业的“繁荣”贡献了资本力量。近期，大量创业公司融资，募资用途也倾向于当下热门的“直播”，比如疯狂老师，一个在线教育的平台，最近融资1.2亿元，要发力的方向也是直播。
艾瑞咨询此前发布的数据显示，2015年中国有近200家在线直播平台，这些平台中有相当多还没有过A轮，当下直播平台主要依靠融资烧钱来续命，都是靠资本养大的企业。
风光背后都是亏本买卖
资本热捧的风光背后，几乎所有的直播平台都是在做亏本的买卖。欢聚时代财报显示，其旗下移动直播平台虎牙2015年4个季度分别营收5500万元、8530万元、8240万元和1.336亿元。但以分成和内容为主的营收成本，却分别支出了6.727亿元、8.333亿元、9.055亿元和8.073亿元。简单计算，虎牙2015年的经营性亏损超过25亿元。
在直播行业，目前大体分三种：游戏电竞直播、视频直播、电商平台直播，盈利的模式也无非三种：广告、卖货以及打赏收入，但这些收入根本无法支撑一年数亿元的成本。单单一个带宽成本，一线直播APP的月成本在2000万元。而游戏电竞类主播平台上，主播的薪水也是很大一笔支出，比如虎牙以3年1亿身价签约炉石主播安德罗妮夫妻。
在内容上，各家也是“烧钱”投入。比如映客拿到了2016年BIGBANG演唱会的全程独家总冠名，据说仅三场演唱会直播花絮的签约费就花了2000万元。王菲今年12月30日将在上海举行演唱会，所有合作都谈妥的情况下只剩下直播平台仍在磋商，据说阿里星球曾开价1亿元试图拿下独家直播权。
但业内专家表示，行业内大部分平台还没有找到真正适合的盈利模式，依靠简单的广告变现和打赏模式已经显现疲乏状态。