Opening of people's daily online live data fraud: a spectator has over 1.3 billion-live, fighting fish-IT information
Every generation has its own cultural needs, every generation has its own beautiful culture of consumer products. It is said that Twitter is "$literal" of the world, the app is "$literal" of the world, live streaming is "after the" "00" after the world.
Moment of China's Internet industry, online live broadcasting has become the most popular capital sought another outlet. Market scale, user groups, commercial strength of liquidity, have become the favored capital of reason. But in this booming industry was surging a huge bubble, that means not just high risk to investors and potential threats to domestic capital market order.
How fire, there is more abuse
An average of 3 hours there is a new piece of software on the line
It is understood that the online broadcast platform in 2013, national TV platform that year investment estimated at 170 million Yuan, since then, gradually entered a period of eruption live streaming platform for investment and development in 2014, industry investment estimated at 790 million yuan in 2015 to reach 2.37 billion yuan, growth of nearly 300%. According to media reports, starting in May 2016, on average every 3 hours, there will be a new broadcast software online.
Third party data survey institutions AI Media Advisory released of 2016 China online live industry topic research displayed,2015 China online live platform number close 200 home, which network live of market scale about for 9 billion yuan, network live platform user number reached 200 million people, large live platform daily peak period while online number close 4 million, while for live of "room" number over 3,000 a, which entertainment content live accounted for than reached 50.2%.
At present, the webcast is divided into games broadcast, shows live and mobile live in 3 categories. Among them, live the rise time of the game's earliest, mainly for network game users; the show live primarily in the indoor fixed scene anchor to live their life through a computer; mobile broadcasting refers to the anchor via mobile phones and other mobile terminal, at any time, under any scenario broadcast their intended contents. By contrast, mobile broadcasting content is more inclusive, better meet the onlookers a peep and see, some people live to eat, it was watching eat some live toilet, it was watching the toilet ... ... Even traffic police, vanke also became a general meeting to move broadcast content. Also because of this, this year, more and more rapid development of mobile broadcast this pattern, market share is increasing.
Professor, school of journalism and communication of Tsinghua University, Shenyang believes that online live mobile broadcast can be said to be from the media following the Twitter development. Twitter gives the grassroots through text and pictures the right to express themselves, and promotes the opening of media age; live online text and picture form of expression in order to not edit video, this kind of expression is more direct, more rich content, can also be considered since the media entered a new phase of the sign of the times.
How to reward, how made
Liquidity by fans tours are divided into
Is different from traditional video website advertising revenue earnings model, live online starting from a model based on the social property and on the interaction.
It is understood that currently live industry profits mainly relies on users to buy virtual gifts platform call the tour, then by the platform and into the anchor mode. Generally speaking, the platform and the anchor percentage 7:3. Anchors to get the reward, the more its platform more income. However, the platform launch tips gift price range, and also more disparities. Current mobile broadcasting platform market share "reflecting", for example, the platform is the most expensive gift was worth 1314 "yacht", 1 Yuan worth of the cheapest beer, cherry, watermelon, etc.
Online live with the domestic industry is getting fire, some well-known anchor of revenue is soaring. It is understood that from the beginning of 2014 to 2015, the game experienced a rocket-like rise in value of the anchor, universal access to more than 10 times of growth, some worth more than 20 million Yuan. Some entertainers said that anchor the present worth of the game already meet or exceed the standards of a-list stars.
"On the live platform, users and traffic means the ability of a. Especially when everyone can voice, everyone can make broadcast media, high flow means that the high degree of attention, which means online attention other than the broadcast industry in addition to the social property to get the zoom space, other profit model and have the potential to be explored. "" Mapping, "said Deng Tangfei, Director of public relations.
Marketing is the online broadcast platform in the wake of social capital and markets to explore one of the most important features. At present, some businesses began to pay attention to the well-known announcers ' influence. For businesses, these anchors due to many fans, to bring traffic, invited them to a commercial live streaming the event, its topicality and efficiency will have a strong business liquidity. "But for some well-known anchor, and participating in the income from commercial activities not normally broadcast receive several ' Jet '' yacht ' earn more, so the anchor price is getting higher and higher. "Said one broadcast industry.
On June 21, Dongfeng motor will invite 100 well-known anchor live coverage of the new "beauty # 580" in Boao, listings, over-the-counter and online netizens reached more than 5 million.
Some traditional media marketing through live streaming platform for their own programs, such as Hunan TV recent cooperation with multiple broadcast platforms broadcast of the full speed of the recording of the show such as the fresh drops on Sunday, is widely respected in the television industry is different from the traditional ways of marketing innovation.
In addition, broadcasts, advertising practices and more. During the 2016 European Championships, "live" would invite a few star anchors to match reviews after the game broadcast, and implanted in the live video ads. "But in terms of the industry as a whole, platform and tips into the anchors are still the main revenue model, which actually reflect online user traffic is heavily dependent on the broadcast industry, industry business models need to be further explored. "" Technology, "says Lei Tao, co-founder.
Who's on, who is looking
Live data fraud rampant disruption of order
What, then, is what kind of people playing live? And what kind of people do pay to reward loyal fans?
It is understood that most online live concentrated in two or three cities, but most of them are low-income and lack of economic strength of the younger age groups, and white-collar workers in big cities with higher education crowd involvement. So how can people afford tens of hundreds or even thousands worth of "pleasure craft", "plane", "Racing"?
In 2015, an anchor in "fighting fish" platform live game "League of legends", the chat room display watch number more than 1.3 billion, live platform data fraud became an open secret. Currently, such operations are becoming bulk and scale. On the net has a lot to "up powder" and "hot" for sellers of keywords. A Taobao shop in the rising flour prices clearly marked on a live broadcast platform, 1 Yuan for 20,000 fans, 10 Yuan for 5500 views (that is, into the Studio to watch the number) of light floating hearts 10 minutes. Now the shop's turnover has reached more than 20,000 single.
Brush water is also a key operational means of fraud. Some featured anchor in broadcast platform by a specialized team or brokerage companies help operate by your team or brokerage bulk recharge to the broadcast platform, then recharge in Exchange for virtual currency for its host account, then anchor the income from brokerage firms and 55 into the live platform. In this process, the brokerage firm has no economic loss has catapulted its anchor, anchor can also participate in lines of business for brokers to earn more money, live platform has also been a large number of quality data. "It can be seen, live brush water data fraud is not a party to, live platform, brokerage company, anchor anchors are involved, tacit understanding to create a broadcast industry fraud industry chain. "A practitioner said.
Insiders said the motivation there are two main aspects of the live broadcast data fraud. A host or presenter brokerage companies helped popularize an anchor, creating the illusion of an online popularity anchor so that ordinary users curiosity because of high traffic anchor, after entering the chat room tips for herd mentality, and economic benefits.
The other hand, broadband broadcast platform and operating costs is also not a small expense, in addition to the cost of the broadcast itself, live content also increases the cost of storage history, live platform of bandwidth cost 20 million Yuan a month. Live streaming platform to recover costs, increase profit, through the inflated visitors and traffic to attract the attention of investors to obtain financing.
In an interview, though some live streaming platform to buy flour, brush flow of fraud found will crack, but due to lack of third-party supervision, serious opaque transactions and circulation of the whole chain, brand credibility remains low.
It was noted that the real worry in broadcast platform data fraud is this: was it really enough? The live platform really that hot? If that's the case, then the bubble of prosperity will certainly affect the confidence of investors and users, data fraud with false fire eventually burned to the broadcast industry, which also increases the risk of capital to a certain extent, even has the potential to disrupt the order in the capital markets. Industry standardized management needs to be strengthened and transparency and integrity is the fundamental guarantee of maintaining industry.
人民日报揭在线直播数据造假：一场比赛观众竟超13亿 - 网络直播,斗鱼 - IT资讯
每代人都有各自的文化消费诉求，每代人都有各自倾心的文化消费产品。有人说，微博是“70后”的天下，微信是“80后”的天下，在线直播则是“90后”“00后”的天下。
当下的国内互联网行业，在线直播已经成为最受资本追捧的又一个风口。市场规模之大、用户人群之多、商业变现能力之强，都成为资本青睐的理由。但这个如日中天的行业中却涌动着巨大的泡沫，这不仅意味着投资者面临高风险，还潜藏着对国内资本市场秩序的威胁。
有多火，有多滥
平均3小时就有一款新软件上线
据了解，国内在线直播平台兴起于2013年，当年全国直播平台投资估算额为1.7亿元，此后，直播平台投资和发展逐渐进入爆发期，2014年行业投资估算额为7.9亿元，2015年达到23.7亿元，增长率近300%。据媒体报道，从2016年5月起，平均每3个小时就有一款新的直播软件上线。
第三方数据调查机构艾媒咨询发布的《2016年中国在线直播行业专题研究》显示，2015年中国在线直播平台数量接近200家，其中网络直播的市场规模约为90亿元，网络直播平台用户数量达到2亿人，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，其中娱乐内容直播占比达到50.2%。
目前，国内在线直播主要分为游戏直播、秀场直播和移动直播3大类。其中，游戏直播兴起时间最早，主要针对网络游戏用户；秀场直播主要是主播在室内固定场景下通过电脑对自己的生活进行直播；移动直播则指的是主播通过手机等移动终端，在任何时间、任何场景下直播任何自己希望表达的内容。相较而言，移动直播的内容更为包罗万象，也更能满足看客们的窥视和猎奇心态，有人直播吃饭，便有人收看吃饭；有人直播上厕所，便有人观看上厕所……甚至交警执法、万科股东大会也成了移动直播的内容。也正因为这样，今年以来，移动直播这一形态发展越来越迅速，市场占有率也越来越高。
清华大学新闻与传播学院教授沈阳认为，在线直播尤其移动直播可以说是自媒体继微博之后的进一步发展。微博时代赋予了草根阶层通过文字和图片表达自我的权利，推动了自媒体时代的开启；在线直播则将文字和图片的表达进阶为不可编辑的视频形式，这种表达更加直接、内容更加丰富，也可以将其看作自媒体时代进入了新阶段的标志。
怎么赏，怎么赚
变现能力靠粉丝打赏分成
不同于传统视频网站以广告收入为主的盈利模式，在线直播从一开始就将盈利模式建立在其社交属性和交互性上。
据了解，目前直播行业的盈利主要依靠用户向平台购买虚拟礼品为主播打赏，再由平台与主播进行分成的模式。一般来说，平台与主播的分成比例为7∶3。主播得到的打赏越多，其与平台的收入也就越多。但是，各平台推出的打赏礼品价格高低不等，落差也较为悬殊。以时下市场占有率最高的移动直播平台“映客”为例，该平台最贵的礼品是价值人民币1314元的“游艇”，最便宜的则有价值1元的啤酒、樱花、西瓜等。
随着国内在线直播行业越来越火，一些知名主播的收入也水涨船高。据了解，从2014年初到2015年，游戏主播的身价经历了火箭式上涨，普遍获得了10倍以上的增长，有的身价已经超过2000万元。有的演艺界人士表示，游戏主播目前的身价已经达到甚至超过一线明星的水准。
“对直播平台来说，用户和流量意味着变现能力的高低。尤其在人人都可以发声、人人都可以做主播的自媒体时代，高流量就意味着关注度高，而高关注度就意味着在线直播行业除了社交之外的其他属性得到了被放大的空间，其他盈利模式也有了被探索的可能。”“映客”公关总监邓唐斐说。
营销是在线直播平台在社交之后被资本和市场发掘的一个重要功能。目前，一些商家开始注意到知名主播们的影响力。对于商家来说，这些主播由于粉丝多、自带流量大，邀请他们到商业活动现场进行直播，其话题性和传播效率都将具有强大的商业变现能力。“但对于一些知名主播来说，参加商业活动的收入还不如平时直播中收几台‘飞机’‘游艇’挣得多，所以主播们的身价也是越来越高。”一位直播行业从业者说。
6月21日，东风汽车就邀请了100位知名主播现场直播了新车“风光580”在海南博鳌的上市活动，场外同时在线的网友一度达到500万之多。
一些传统媒体也借由直播平台为自己的节目进行营销，如湖南卫视近期与多个直播平台合作直播了《全员加速中》《透鲜滴星期天》等节目的录制，在电视行业中被广泛推崇为有别于传统宣传方式的营销创新。
此外，在直播节目中植入广告的做法也越来越多。2016年欧洲杯期间，“一直播”就邀请了一些明星主播到比赛现场进行赛后点评直播，并在直播视频中植入了广告。“但就整个行业而言，平台与主播进行打赏分成仍然是最主要的盈利模式，这实际上也反映出在线直播行业对用户流量非常依赖，行业的商业模式还需要进一步探索。”“一下科技”联合创始人雷涛说。
谁在播，谁在看
直播数据造假成风扰乱行业秩序
那么，到底都是什么样的人在玩直播？又是什么样的人在做花钱打赏的忠实粉丝？
据了解，目前绝大部分在线直播的用户集中在二、三线城市，而且其中绝大部分是低收入群体和缺少经济实力的年轻群体，大城市白领阶层和具有较高教育水平的人群参与较少。这样的人群又如何消费得起动辄价值百元甚至千元的“游艇”“飞机”“赛车”呢？
2015年，某主播在“斗鱼”平台直播游戏“英雄联盟”时，聊天室显示观看人数竟然超过了13亿，直播平台数据造假从此成为行业公开的秘密。当前，这样的操作正在变得批量化和规模化。在淘宝网上有很多以“涨粉”“包热门”为关键词的卖家。某家淘宝店铺里对某直播平台的涨粉价格明码标价，1元可以换取2万粉丝，10元可以换取5500人气(即进直播间观看的人数)，持续点亮飘心10分钟。目前该店铺的成交量已经高达2万多单。
刷流水同样也是一个关键的运营造假手段。一些直播平台的热门主播会由专门团队或者经纪公司帮忙运作，由团队或经纪公司大批量向直播平台充值，再将充值换得的虚拟货币用于自己旗下的主播账号，随后主播的收入则由经纪公司与直播平台五五分成。在这个过程中，经纪公司并没有经济损失，却捧红了自己旗下的主播，主播还可以通过参与线下商业活动为经纪公司赚更多钱，直播平台也得到了大量优质数据。“由此可知，直播行业刷流水数据造假并不是一方所为，直播平台、主播经纪公司、主播均参与其中，心照不宣的默契打造了一条直播行业造假产业链。”一位从业者说。
业内人士表示，直播数据造假的动因主要有两方面。一是主播或主播经纪公司为了捧红主播，制造某主播在线人气旺的假象，从而让普通用户因主播的高流量而产生好奇心，进入聊天室后又出于从众心态进行打赏，进而获取经济利益。
另一方面，直播平台的宽带和运营成本也是一笔不小的支出，除了直播本身的成本，存储历史直播内容也加大了成本支出，一线直播平台每月的带宽成本都在2000万元上下。有的直播平台为了收回成本、增加盈利，则通过虚高人气和流量吸引投资者的注意，从而获取融资。
采访中，尽管一些直播平台表示对买粉、刷流量的造假行为一经发现就会严厉打击，但由于缺少第三方监管，整个利益链的交易和循环严重不透明，行业品牌可信度仍然较低。
有人指出，直播平台数据造假的真正隐忧在于：这是不是说明用户真的不够用了？各直播平台真的有那么热吗？如果真是这样，那么，泡沫化的繁荣必然会影响到投资者和用户的信心，数据造假带来的虚火最终会烧到直播行业自身，这也在一定程度上增加了资本进入的风险，甚至有可能扰乱资本市场的秩序。行业的规范化管理亟须加强，透明化和诚信度才是维持行业发展的根本保障。