China and the United States host spinners PK: year into how difficult do? -Network broadcast network anchors-IT information
Recent spy see domestic institutions do of the concept of employment of 95 fan after big data report surprised: at 95 aspire after emerging on the career list, 54% respondents were eager to engage in live shots wide. According to a report, number of shots broadcast in China have surpassed the million, and half of all Internet users (350 million) have been watching live.
Spy surprised Yu "anchor" This copies career was recognized of quickly of widely, but it by welcomes reasons also is is good understanding of: first outside people think this copies work is easily, just to playing playing game sing singing out shopping eat shopping eat, then while open with camera on line (however spy to number months technology anchor of experience told you: actually is tired is hard! ), Striking – think about it, tens of thousands of hundreds of thousands of people you interact live with you, wouldn't it be a star shine feel?
But the most important reason was: anchor seems to be super high-income-earning 100,000 years into the millions everyday. For example by virtue of the I is the Union of the Sao Sao pig fire across the network anchors of PDD, burst when signing Panda TV, Crestron generous three-year, $120 million paid platform does not include advertising and other activities revenues anchor President and mother of the Hearthstone legend, ' tiger's got the three-year, $100 million treatment.
These data are in fact much moisture. First false treatment and the popularity of the platform is an open secret in the industry (a former professional players for the first time live jokes out of the 1.3 billion people watched), anchor brokerage firms say: 100,000 a month most of the anchors can't do that--in the absence of peace sign and base salary is low, fame did not battle did not speak of circumstances, anchors in fact belongs to the "low earnings" class. Today spy from United States live chat, introduce the announcers make money income of the line geometry, to control the domestic situation and then we'll do the analysis.
Agents understand: live according to the general classification, with games, shows and entertainment three generic. Addicted games spy decided to Twitch as the case, everybody can look at it as United States "betta TV". Once in live does not fire when detective Twitch on Union pass copies will now watch the game live.
Just said a few facts about Twitch: Twitch is mainly based on games broadcast live streaming platform, now has about 1.7 million games host monthly access number around 100 million; the company acquired Twitch in 2014 for $970 million.
Detective Twitch now count, 11 o'clock in the morning on Monday, about 800,000 people watching live online, real-time screenshots are as follows: watching the highest number in League of heroes, there are 150,000 spectators. Secondly, Dota 2, number nearly 100,000.
Top anchors and internally divided into two types: technology and entertainment. Former Dota 2 player Saahil "UNIVeRsE" Arora, in 2015 the Dota 2 Ti 5 Championships, with sharp technical gain many fans support in the Twitch. And not enough on their own merits, hard on both joke, and the audience interaction, game reviews, commentary and other features to attract people.
Arora face value is very high!
Appeal to popularity is the first step, followed by how popular they are now?
First US United States platforms while China failed to do is done, is a paid subscription. Anchor once by Twitch certification can open "subscription" (subscribe) model, and fans can spend $5 per month subscription anchor channel. Paid users can enjoy some special benefits, such as free advertising, a dedicated chat expressions specialized chat channels and subscribers. The subscription revenue, based on discussions on Reddit, is the host and Twitch 55 split; however, depending on the number of subscriptions increased anchors can get higher rates. So a anchor able to accumulate 2000 subscription fan, only for a month, quite impressive, more than United States median income.
Why China's live platform cannot be "paid subscriptions" mode? Spies said his ideas here. Twitch was founded in 2011, has accumulated many loyal users. Viewers watch the live process, believe that a host can continue to achieve standards of content, they are willing to pay for support. After all, in the United States pay TV channel, which is the norm, so we live channel basis charges are accepted.
While in China, live as in recent one or two years of new product, content production is uneven, live effects are not very stable, it also does not possess an emboldened cultivate habits of user fees. In addition, Twitch chat provided by paid subscription benefits such as priority, domestic live broadcasting platform fans, can be obtained by host tips, such as Tiger fans often send gifts for "vest", wearing a vest can have more say.
Popularity is now the second source is fan rewards and gifts, both at home and abroad are common. I still remember when exploring the world of Warcraft, trade unions playing a deluyigao Twitch broadcast angry trade union friends show off their live-a night of present income is US $500. We have unknown section praise Jue Li.
At twitch, tips called "Donate", you can set reward amounts and to host your own message, and enjoy the effect. Twitch has set a limit of us $4.2, than that will send an alert to on the live screen, ensure the anchor will not miss this tour information.
To be sure: the tips are super huge sums of over $1000. A volume of more than 4 million plays on YouTube videos, recording the announcers to see abnormal reaction of the huge tips. After a beautiful anchor see 7000 knife tips, laughing and crying for five minutes, then start jumping around the room to stop himself;
A male game host then see the $10,000 reward on the bodice, but repeatedly asked "why? Why? "Is" Ah, Ah, Ah, Ah "shouted. And a sister after receiving a $1000 order, collapse in tears directly.
The announcers receive the total amount of tips varies widely. But what is unexpected is: in a media survey, all the anchors interviewed expressed: the tour is the source of the bulk of their income. This and the situation is not the same. Such as the anchor of the League of legends domestic 55 (Front Royal) have showed fans he betta gift two months income is 320,000 yuan, although the high level, but platform with millions signing bonus than nothing. --A contrast, see that fans are willing to broadcast more money abroad, whether it is tips gift subscription.
Third Commission on advertising revenue stream from Twitch. The announcers can choose: live on the own rest space, Twitch broadcast advertising and I got part of the advertising revenue. Since Twitch on the distribution of income in strict confidence, spy, and can only specify one thing: that part of the revenue is very limited.
Huge number of fans also means higher advertising value. Live streaming platform host can choose to produce and sell their own brand of products, it can cooperate with other advertisers. Twitch is encouraging announcers ' sales activities, such as selling t-shirts in the Teespring and the like. Teespring is the partner of Twitch, announcers need to design your own t shirt style designs and t-shirt hanging in the broadcast advertising, the rest of the work is handed over to Teespring.
Twitch has 1.5 million fans on game anchor Lirik (recently playing the watchman Herald), price 23 knife designed a t-shirt and sold 7,000 units. Teespring said: anchors sold a shirt able to make 12 to 18 dollars. So, take the number 15, do the math: 7000*15=?
Internal anchors have inspired and backed by Taobao shade, some relief to open four or five Taobao shop, what do men's clothing women's clothing peripherals snacks are sold, but also lucrative. Such as undercover agents this year 11, known as "grass-roots" anchor small saying Tung posted on Twitter, but has sold 1.4 million drag ... ...
If the host wants to worry and effort, will choose to cooperate with advertisers, just hanging on the Studio brand, combined with oral advertisement to get advertising. Agents found: United States game announcers like to promote their use the headphones, gaming keyboard, gaming peripherals, such as the handle, these valuable products are manufacturers provided free of charge, some extra promotion expenses; beauty announcers introduce favorite beauty products--it's live content similarity is very high and their goods. There is also a "cash back" advertising, is broadcast on some large websites, including Amazon and merchandise website, as long as users go from this point, consumption over time, anchor can get over 4% of the Commission.
Country, big brands may also be broadcast advertising in doubt and wait-and-see attitude, so the anchors represent a wide variety of things, various hand never mind, undercover agents saw a lot of selling fake shoes, fake Apple ... ....
Overall, seems to just have more than 10,000 fans on Twitch, or 1000 Subscribers, you can user fee, fans a gift with your subscription, advertising share, sell things and speak five sources high income? That's not what happened. Live streaming platform presenter on seemingly anyone can, but with this career or earn a high income, the threshold is very high, this is reflected in the host's own energy and aspects of platform and fan on high demand, which complement each other.
For example, if you want to become partner of Twitch to open a paid subscription channel, you must meet two conditions: live at least three times a week (usually not less than 4 hours at a time), and watched no less than 500 people--it is not easy to achieve the goal. A survey by 2015: Twitch for more than 900 of the League of legends of the anchor, only 34 people can get over 500+ to watch, and half of them will have more than 1000 online audience. Only get qianji figure, anchors could really get the higher earnings from endorsements and other projects. And those big anchors, annual income can receive hundreds of thousands of dollars, but the total number is very small.
Domestic situation similar. In number to million meter of anchor in the, real among pyramid pointed of people led to media flocked reported, frequently 100,000 monthly do income, but this income situation of water first not mention, reached this a degree of anchor number not to 100, divided by base, probability than through entrance test into Tsinghua North also to small many (2016 China entrance total number 9.4 million people, clear North added up admissions number over 4000).
Both China and the United States, and wants to be a live presenter to obtain popularity, fame and lucrative income, are already an army mine-like tough competition.
Com micro signal: Silicon Valley spy
中国和美国主播赚钱渠道大PK：年入千万有多难？ - 网络直播,网络主播 - IT资讯
最近密探看到国内某机构做的《95后迷之就业观》大数据报告，惊讶地发现：在95后最向往的新兴职业排行榜上，54%的受访者渴望搞直播做主播。根据彭博社的报道，中国做主播的人数早就超过百万，而有一半的网民（3.5亿）都曾收看过直播。
密探惊讶于“主播”这份职业被认可之迅速之广泛，但是它受欢迎原因还是很好理解的：首先外界人认为这份工作很轻松，只需要打打游戏唱唱歌出去逛吃逛吃，然后同时开着摄像头就行（然而密探以数月科技主播的经历告诉你们：其实很累很辛苦！）；其次引人注目——想想看，几万几十万人看你直播和你互动，是不是很有成为明星的耀眼感受？
但最重要的原因是：主播似乎收入超高——动辄月入十万年入百万稀松平常。比如凭借《我是全联盟最骚的骚猪》火遍全网的主播PDD，被爆签约熊猫TV时，思聪大手笔给出三年1.2亿的酬劳，还不包括广告和其它活动站台收入；《炉石传说》主播会长和板娘，跳槽虎牙也拿到三年1个亿的待遇。
这些数据其实大有水分。首先平台虚报待遇和人气属于业内公开的秘密（某前职业选手首次直播13亿人观看的笑话都出过）；其次有主播经纪公司直言：月入十万绝大部分主播做不到——在没有和平台签约而基本工资很低、名气没打响没代言的情况下，主播事实上属于“低收入”阶层。今天密探决定从美国的直播行业聊起，介绍这一行的主播们怎么赚钱收入几何，然后咱们再来对照国内情况做做分析。
密探理解：直播按照内容大致分类，有游戏、秀场和泛娱乐三种。沉迷游戏的密探决定以Twitch为分析案例，大家可以把它看做美国的“斗鱼TV”。曾经在直播完全不火的时候，密探就在Twitch上看工会打山口山副本；现在也会在上面看游戏直播。
先说几个关于Twitch的事实：Twitch是以游戏直播为主的直播平台，现在大约拥有170万游戏主播；月访问人数在一亿左右；亚马逊公司在2014年花9.7亿美元收购了Twitch。
密探现在去Twitch数一数，周一上午11点，大约有80万人在线收看直播，实时截图如下：收看数最高的是《英雄联盟》，有15万观众。其次是Dota 2，人数近10万。
上面的主播和国内一样分为两种：技术型和娱乐型。前者比如Dota 2选手Saahil“UNIVeRsE”Arora，是2015年的Dota 2 Ti 5冠军，凭借犀利技术在Twitch上收获众多粉丝拥戴。而本身实力不够硬的，就得兼具说笑话、和观众互动、游戏过程评论解说等多项功能来吸引人了。
Arora颜值也很高啊！
吸引人气是第一步，接下来如何把人气变现呢？
首先我们来说美国平台做到而中国没做到的一点，就是付费订阅。主播一旦通过Twitch的认证就可以开通“订阅”（subscribe）模式，然后粉丝就能花费每月5美元订阅主播的频道。付费用户能够享受一些特别福利，比如免广告、专用的聊天表情和订阅者专门的聊天通道。这个订阅收入，根据Reddit上的讨论，是主播和Twitch五五分成；但是视订阅数量增加，主播能拿到更高比例。所以一名主播能够积累2000名订阅粉丝的话，仅此一项月收入就颇为可观，超过美国收入中位数了。
为什么中国的直播平台无法做起“付费订阅”模式呢？这里密探只说自己的一点想法。Twitch创办于2011年，已经积累了很多忠实用户。观众在收看直播过程中，相信一名主播可以持续产出达到水准的内容，就愿意付费支持。毕竟在美国付费电视频道也是常态，所以大家对直播频道收费也比较有接受基础。
而在中国，直播作为近一两年新兴产物，内容生产参差不齐，直播效果不太稳定，还没拥有培养用户付费习惯的底气。另外，Twitch付费订阅提供的聊天优先权等福利，国内直播平台的粉丝，可以通过给主播打赏获得，比如虎牙粉丝时常送礼物求“马甲”，穿了马甲能拥有更高发言权。
人气变现的第二个来源，就是粉丝的打赏和送礼啦，这个国内外都很常见。犹记得小探在玩魔兽时，工会一个德鲁伊高玩在Twitch直播，怒向工会小伙伴们炫耀了一把——某晚自己直播的礼物收入是500美元。大家纷纷击节赞叹不明觉厉。
在twitch，打赏叫做“Donate”，你可以自己设置打赏金额并且给主播留言，以及打赏的屏幕显示效果。Twitch设定了一个4.2美元的额度，超过这个数字就会给在直播屏上发送通知，保证主播不会错过这条打赏信息。
可以肯定：超过1000美元的打赏是超级巨款。YouTube上有个400多万播放量的视频，记录下了主播们看到巨额打赏的失常反应。一名美女主播看到7000刀打赏后，又哭又笑了五分钟，然后在房间跳来跳去停不下来；
然后一名男游戏主播看到1万美元打赏就傻眼了，除了反复问“为啥？为啥？”就是“啊啊啊啊”大叫。还有一妹子收到1000美元后语无伦次，直接泪崩。
主播们收到的打赏总额差别很大。不过令人意外的是：在一次媒体调查中，所有受采访主播都表示：打赏是他们收入的大头来源。这和国内情况不太一样。比如国内《英雄联盟》主播五五开（前皇族中单）曾给粉丝看过，他两个月的斗鱼礼物总收入是32万人民币，虽然数额很高，但是与过千万的平台签约费相比就不算什么了。——这么一对比，看得出国外的粉丝更有意愿为主播花钱，无论是打赏送礼还是付费订阅。
第三个收入渠道来自Twitch播放广告的提成。主播们可以选择：在自己直播的休息间隙，让Twitch使用直播间播放广告，然后拿到广告收入的一部分。因为Twitch对收入的分配严格保密，密探各种打听，也只能确定一点：这部分收入非常有限。
粉丝数量庞大还意味着广告价值高。直播平台的主播们可以选择制作和出售自己品牌的产品，也可以和其它广告商合作。Twitch很鼓励主播们的销售活动，比如在Teespring上卖卖T恤衫之类。Teespring是Twitch的合作伙伴，主播们只需要自己设计T恤样式图案，然后把T恤挂在直播间里打广告，剩下的工作都交给Teespring即可。
Twitch上拥有150万粉丝的游戏主播Lirik（最近在玩《守望先锋》），就设计过一款售价23刀的T恤并卖出7000件。而Teespring透露：主播卖一件T恤能赚12到18美元。所以，大家取个中位数15，来做个数学题吧：7000*15=？
国内主播们早已从中受到启发，而且背靠淘宝好乘凉，有些人一口气开四五个淘宝店铺，男装女装外设零食代打什么都卖，而且收入颇丰。比如密探看到今年双十一，著名“草根”主播董小飒贴出的微博，直言就卖了140万拖后腿了......
如果主播想再省心省力一点呢，就选择和广告商合作，只要把广告品牌挂在直播间，配合口述广告词即可拿到广告费。密探发现：美国游戏主播们最喜欢推广自己使用的耳机、游戏键盘、手柄等游戏外设，这些价值不菲的产品往往是厂商免费提供，有一些还额外给推广费；而美颜主播们就最喜欢介绍美妆产品了——总之就是和自己的直播内容相关度很高的商品。还有一种“返现”的广告方式，就是在直播间挂上一些大网站网址，包括亚马逊和商品官网，只要用户从此点进去，在一定时间内消费，主播可以获得4%以上的提成。
而国内的话，大的品牌厂商可能还对直播的广告价值抱怀疑和观望态度，所以主播们代言的东西往往五花八门，推广各种手游都不是事儿，密探还见过很多卖假鞋假表假苹果的.......
总体来看，貌似只要在Twitch上拥有1万以上的粉丝，或者1000订阅用户，就能通过订阅用户付费、粉丝赠礼、广告分成、卖东西和代言等五种渠道获取不菲的收入了？事实并非如此。直播平台主播看似谁都能上，但想以此为职业甚至赚到高额收入的话，门槛其实很高，这体现在主播自身的精力、平台和粉丝三方面高要求上，而这三者相辅相成。
举个例子，如果你想成为Twitch的合作伙伴开通付费订阅通道，就得满足两个条件：一周至少直播三次（一般每次不低于4小时），同时观看人数不低于500人——这绝非轻易达到的目标。根据2015年一项抽样调查：Twitch上超过900名《英雄联盟》主播中，只有34人可以获取500+以上观看量，这其中又只有一半能拥有1000以上在线观众。只有达到千级数字，主播才可能真的从广告代言等项目中获取较高收益。而那些大主播，确实可以拿到数十万美元年收入，但是总数目也确实非常小。
国内其实情况类似。在数以百万计的主播中，真正跻身金字塔尖的人引来媒体蜂拥报道，动辄十万月薪千万年收入，但是这个收入情况的水分先不提，达到这一程度的主播数目不到100，除以基数，概率比通过高考考入清华北大还要小很多（2016年中国高考总人数940万人，清北加起来招生人数超过4000）。
无论中国还是美国，想通过当一名直播主播，获取人气、名望和丰厚的收入，都已经是千军万马过独木桥般的严酷竞争。
本文来自微信号：硅谷密探