Secret real incomes of Chinese Web host network anchors | | | revenue _ the new deal news
"Live today is now over, and wish everyone a happy new year! "On February 1 at 12 o'clock, facing the camera, anchor Li Mengru smiled and waved his hand to the other end of the computer's fans, to run after doing a kiss, the camera shut down.
"Significantly fewer, higher frequencies of many old fans to never before. "Li Mengru said. In broadcast regulation introduced the new deal, their working time has increased from original within 6 hours to 10 hours, revenue from 30,000 down to 17,000 yuan.
In 2016, the webcast on social networks all the way high. According to the survey, 2016 live platform in China number nearly 300, except bred gather era, 91,582 listed companies, fighting fish and the guest also among the ranks of the Unicorn. Founder securities forecast 2020 live market will reach 60 billion.
Platform increases, zero threshold of entry criteria, stepped into the spotlight Center for millions of Internet users, with a large number of fans "network red" anchors. But as competition intensifies and the broadcast industry regulatory policy introduced, "net red" were behind in a simple entry standards, also was forced to accept the "overtime" and "income shrink" challenges.
Early entrants Deng linlin
Million salary is only a dream
In August 2016, Deng Lin to resign from the company and two friends raised 300,000 yuan, open house, Jiangbei district in Chongqing hotpot restaurant. "Anchor worth millions" network information such as temptation, Deng Lin thought of playing when the video host.
YY her account was registered on the platform, and hype in the circle of friends, I hope friends around to support to join. But within hours of the launch for the first time, in addition to invited to friends in the room, only a few visitors, no applause, and tips.
In this age of all anchors, few cases of an anchor on solo fame, the fame of anchors behind almost all platforms support, the platform is responsible for manufacturing issues, to attract fans, and enhance visibility.
Deng linlin equally aware of the importance of signing. She was sent to several live platform hopes to sign the cover letter, but one remained. "This is a kind of butterfly effect. "If the host does not have a platform package, equivalent to not reveal opportunities, means a lack of fans and tips.
In fact, most of the anchors found in this profession, the so-called "earning millions", is just a beautiful dream. Well-known nets red incubator brokerage company nine Media CEO Li Xu said in a media interview, anchor is just an extreme example of earning millions, ordinary water anchor income considerably, which anchors if claiming more than 100,000 a month, are mostly false.
The cruel reality that Deng Lin realized, now an increasing homogenization of anchor mode, new entrants do not have any ability to compete and well-known anchors also go to other anchor room advertising people "platform control is strict, if you go to the other room, and fate can only be mandatory PIN number. ”
Deng Lin had to "unusual". In November 2016, Deng Lin about the several female friends, in their own hot pot restaurant opened live.
To attract fans concern that she will room named "beauty eating hot pot with you." On live television, apart from the outside to greet fans entered the room, and continued to push the lens in front of their featured dishes and do promotion for the hotpot. 2 hours of live, attracting hundreds of fans watching. Someone have a message also consult pot shop location.
Deng linlin today no longer want to stay in the room singing and dancing the traditional broadcast methods. Via live hot pot fix 1, 2 times a week, her stable of hot pot restaurants every month with one hundred or two hundred diversion from the network to the customer, this means that hotpot eight thousand or nine thousand Yuan income each month.
Leaving type builded
Peak time into 8,000, the show will bring some explicit action
Anchor holders in domestic, type builded considered "senior". In 2012, the video-streaming website 9158 with beauty economy, singing all the way, when revenue reached 1 billion yuan for the first time, Zhang Yue was one of them.
A few years ago, Web cast has not been widely accepted, due to the sweet, type builded 9158 platform quickly became popular. Less than 1 month, and fans jumped to 200,000 people at its peak, receives a gift from about seven thousand or eight thousand Yuan in one day.
Fan tips means the realisation of income, many anchors in order to get more presents, the show will bring some sexually explicit provocative actions, provoking fans hooking, and generosity. Video reporter and "erotic" draw an equal sign.
Type builded insists fans join in just "love", but one undeniable is that whenever she was slightly made sexy temptation in front of camera movement, fans are always very enthusiastic response, that gift more than usual.
Type builded impression, even though this way of performing live platform and anchor to earn big bucks, but it also corrupts the industry trend. From 2013, the continuous peer since the alleged sex act caught the news type builded in the ear.
April 2016, China "anti-pornography" Office informed the Group of network broadcasting platform of the "yellow" cases, including mapping, pepper, second, little coffee show and a number of sites suspected of spreading pornographic information was investigated.
In order to prove innocence, almost all broadcast platforms hanging out "put an end to the erotic live" notice even in the rig's leaders sent manned supervision in each room.
Type builded first consider their own "professional future" and out in 2013, the broadcast industry, got a job in a company, return to the "nine-to-five" life.
"Frankly speaking live, fans gradually reduced, revenue fell sharply, but if a crime against, is likely to be ' severe punishment '. The other hand, the broadcast industry tends to ' young '. Beautiful young tend to be more popular. "Zhang Yue said.
Under the impact of the new deal Li Mengru
Their 40,000 reduced to 17,000, popular anchor forced "overtime"
May 2016, first joined Li Mengru is a live platform in Shanghai saw the broadcast industry and to become "full" anchor.
According to the contract, Li Mengru platform be packaged into "Star anchor", in addition to first push outside, micro-blogging, micro-social networking platform to promote to the public; Li Mengru must be calculated according to 28 working days a month, from 8 o'clock in the evening every live broadcast on 12 points, performing for fans singing and dancing talent. In just one month, Li Mengru room has fixed nearly 20,000 fans. That month, Li Mengru paid 40,000 yuan, over platform most of the anchors.
November 2016, the national network letter released the live Internet service regulations, specifically "platform requires a licence, anchors need real name" of "dual-qualification" requirement. Require the user to be real-name authentication such as phone numbers, live on the Internet the Publisher required identity documents, business license and organization code certification register.
Under the impact of the new deal, Li Mengru red platform for network brokers, artists packed by the company in January 2017 to be pushed to another greater live streaming platform. Here, many people who were originally followed Li Mengru fans are attracted to other well-known anchors, "apparent size is reduced, many old fans often did before. "Li Mengru said.
Fans ' loss means less for gifts, in addition to profit pattern of Li Mengru and before his old Club are divided into, becomes now, his old Club, and her three parties into a new platform. In January 2017, her income was only 17,000 yuan, average 30,000 yuan each month, fell 1/3.
In order to be able to make up for losses, Li Mengru has to "extra time" live and locked at midnight.
The so-called midnight, that is, after 12 o'clock, many popular end of the anchor, anchorman of the hundreds of thousands of people streamed into the other room. At this point, the fight in the middle of the announcers, has a chance to hit by the tens of thousands of troops.
Locked in after midnight, her live at a time in the past generally only within 6 hours, whereas now it has increased to 10 hours, from 6 o'clock in the afternoon to four or five o'clock in the morning. "Too tired, but no way, can only hope that these big anchor time, can draw some fans. ”
But Li Mengru fear is that fans throughout the night "hormone" more strongly than during the day. During that time, some insulting words that don't occur during the day tends to fill in the bottom of the screen of the computer, more fans direct message her, hoping to "further" the relationship, or will no longer be a gift. Li Mengru quite helpless.
In addition, the requirements of the new deal a "real name" also let Li Mengru helpless after she had been to the family said their career, had been misunderstood. But once the real-name system, there will be leaks, how to explain to the family, her problem.
Nine to host annual "reward" less than 50,000
Fans of "tips" can broadcast contribution revenue?
In March 2015, the live platform six rooms was acquired by song to 2.6 billion yuan for the performing arts. Song city performing arts when he had published in the case said, in 2014, there were 12,031 anchor through the six-room platform fans gift points against the dollar, which, against the number of anchor points worth more than 100,000 yuan more for 338, 2.8% per cent of total number of anchors. Number of anchor points against the dollar amount below 50,000 yuan reached 11368, 94.5% per cent of total number of anchors.
In 2013, the six rooms there are 7,297 anchors get fan gift per dollar, against more than 100,000 Yuan or more anchors of 182 people, 2.4% per cent of total number of anchors.
In the broadcast industry veteran Wan, dependence on host must change on the current platform. "Today's broadcast industry, anchor worth more and more, especially the game host, parts worth more than 20 million Yuan, higher than some a-list stars. Although the broadcast traffic that come because of the huge, was willing to spend money on people by platform, so often heard such platforms heavily signed an anchor, but it was too much pressure may result in live platform, once the host signing period to job-hopping, damage to the platform are immense. ”
"Only by ' face ' for dinner, not for long. Must be innovative. "Wan believes that platform should tend to lead broker and host innovative live forms, producing live content, will broadcast into permanent IP resources.
Beijing News reporter learned that, following the new deal, all the major live platform started to clean the irregularities, according to Xinhua, February 6, at present, and nearly 90,000 broadcast over more than 30,000 illegal account has been "blocked", the network broadcast industry is facing a new round of restructuring to shuffle.
Beijing News reporter tanche Chongqing reported
>: Tang Li Weishan
Article keywords:Network anchors revenue deal
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揭秘中国网络主播的真实收入|网络主播|收入|新政_新闻资讯
“今天直播到此结束，希望大家新年快乐！”2月1日晚上12点，面对摄像头，主播李梦茹微笑着向电脑另一端的粉丝挥了挥手，俏皮地做了个飞吻后，将摄像头关闭。
“明显感觉人数少了，很多老粉丝来的频率也没以前高了。”李梦茹说。在直播监管新政出台后，自己的工作时间已从原来的6小时以内增长到10个小时，收入则从3万元缩水至1.7万元。
2016年，网络直播在社交网络一路高涨。据调查显示，2016年国内直播平台数量已近300家，除孕育出欢聚时代、9158两家上市公司外，斗鱼和映客也已跻身独角兽行列。据方正证券预测，2020年网络直播市场规模将达到600亿。
平台的增多、零门槛的入行标准，让无数网民踏入聚光灯中心，成为了拥有大批粉丝的“网红”主播。但随着竞争的加剧，以及对直播行业监管政策的出台，“网红”们在简易的入行标准背后，也在被迫接受“加班”和“收入缩水”的挑战。
初入行者邓琳
百万薪酬只是梦想
2016年8月，从公司辞职的邓琳和两位朋友筹资30万元，在重庆江北区开了家火锅店。在“主播身家过百万”等网络消息诱惑下，邓琳动起了当视频主播的念头。
她在YY平台上注册了账号，并在朋友圈中大肆宣传，希望周边好友能支持捧场。但在第一次开播的数小时内，房间里除了受邀而来的朋友外，仅有寥寥数个游客，没有任何喝彩和打赏。
在这个人人皆主播的时代，很少有主播靠单打独斗成名的案例，成名的主播背后几乎都有平台支持，由平台负责制造话题、招揽粉丝，进而提升知名度。
邓琳同样深知签约的重要性。她曾向多家直播平台发出希望签约的自荐信，但无一不石沉大海。“这就是一种蝴蝶效应。”主播若没有平台包装，等同于没有露出机会，意味着缺乏粉丝和打赏。
事实上，大多数主播在入行后发现，所谓“月入百万”，只是一个美丽的梦想。国内知名网红孵化器经纪公司九鱼传媒CEO李旭在接受媒体采访时称，月入百万的主播只是极端案例，普通主播收入水分颇大，如果哪个主播声称月入10余万，基本都是假的。
现实的残酷让邓琳意识到，如今越来越同质化的主播模式中，新入行者根本没有任何能力和知名主播竞争，更不敢去其他主播房间发广告拉人，“平台管控得很严，如果你去其他房间拉人，下场只能是被强制销号。”
邓琳不得不“另辟蹊径”。2016年11月，邓琳约上几个女性朋友，在自家火锅店开起了直播。
为了吸引粉丝关注，她将房间起名为“美女陪你吃火锅”。在直播过程中，除了不断向进入房间的粉丝打招呼外，还不断将镜头推送到自家特色菜品面前，为火锅店做起宣传推广。2个小时的直播里，吸引了数百名粉丝围观。更有人纷纷留言咨询火锅店位置。
如今的邓琳早已不再留恋在房间内唱歌跳舞的传统直播方式。通过每周固定1、2次的火锅直播，她的火锅店每个月都稳定有了一二百位从网络导流而来的顾客，这意味着火锅店每个月将多出八九千元的收入来。
离开者张月
高峰时日入八千，演出都会带点露骨动作
国内主播从业者中，张月算得上是“前辈”。2012年，视频直播网站9158凭借美女经济一路高歌，年营收首次达到10亿元时，张月正是其中一员。
在几年前，网络直播还没有被外界广泛接受，由于长相甜美，张月迅速在9158平台走红。不到1个月时间，粉丝数飙涨到20万人，最高峰时，一天就收到约合人民币七八千元的礼物。
粉丝的打赏意味着收入的变现，不少主播为了得到更多礼物，演出时都会带点露骨的挑逗动作，挑起粉丝猎艳心态，进而慷慨解囊。一时间，视频主播和“情色”几乎画上等号。
尽管张月坚持认为粉丝捧场只是“爱慕”心态，但不可否认的是，每当她在摄像头面前稍微做出一些性感诱惑的动作，粉丝反应总会格外热烈，所得到的礼物也比平时来得更多。
在张月的印象中，尽管这种演出方式让直播平台和主播赚得盆满钵满，但也败坏了行业风气。从2013年开始，不断有同行因为涉嫌情色表演被抓的消息传到张月耳中。
2016年4月，中国“扫黄打非”办公室通报了一批网络直播平台涉“黄”案件，包括映客、花椒、秒拍、小咖秀等一批网站涉嫌传播淫秽色情信息被查处。
为了自证清白，几乎所有直播平台都挂出“杜绝情色直播”等公告，平台负责人甚至在每个房间派专人驻守监督。
张月第一次考虑起自己的“职业未来”，并在2013年退出了直播行业，在一家企业找到了工作，回归“朝九晚五”的生活。
“老实直播的话，粉丝逐渐减少，收入大幅下滑；但如果顶风作案，很可能被‘严打’。另一方面，直播行业越发趋于‘低龄化’。年轻漂亮的往往更受欢迎。”张月说。
新政冲击下的李梦茹
4万月薪缩至1.7万，当红主播被迫“加班”
2016年5月，初入直播行业的李梦茹被上海一家直播平台看中并签约，成为“专职”主播。
按照合同，平台将李梦茹包装成“明星主播”，除了首页推送外，还在微博、微信公众号等社交平台大力推广；李梦茹则必须每月按28天工作日计算，每晚8点至12点进行直播，为粉丝表演唱歌、跳舞等才艺。短短一个月时间，李梦茹所在的房间就有近2万固定粉丝。那个月，李梦茹到手工资4万元，超过平台绝大多数主播。
2016年11月，国家网信办发布《互联网直播服务管理规定》，明令“平台需要牌照，主播需要实名”的“双资质”规定。要求对用户进行手机号码等实名认证，对互联网直播发布者需进行身份证件、营业执照、组织机构代码等认证登记。
在新政的冲击下，李梦茹所在的平台转型为网红经纪公司，旗下艺人由公司包装后，于2017年1月被推送到另一家更大的直播平台。在这里，不少原本跟随李梦茹的粉丝被其他知名主播吸引，“明显感觉人数少了，很多老粉丝来的频率也没以前高了。”李梦茹说。
粉丝的流失意味着礼物的减少，此外盈利模式从以前李梦茹和老东家分成，变为如今新平台、老东家和她三方分成。2017年1月，她的到手收入只有1.7万元，相对此前平均每个月3万元，下滑了1/3。
为了能弥补损失，李梦茹不得不“加时”直播，并锁定在了午夜档。
所谓午夜档，即晚上12点后，不少人气主播结束工作，数十万观众就分流至其他小主播房间。此时，奋战在午夜档的主播们，有一定几率被这几万大军砸中。
在锁定午夜档后，以往她每次直播时间通常只在6小时以内，而如今则增加到了10个小时，从下午6点一直到凌晨四五点。“太累了，但没办法，只能希望在这些没有大主播的时间段里，能拉拢一些粉丝。”
但让李梦茹害怕的是，粉丝在夜里的“荷尔蒙”比白天更为强烈。那段时间里，不少白天里不太会出现的侮辱性词语往往充斥在电脑屏幕下方，更有粉丝私信她，希望能发生“进一步”的关系，否则将不再送礼。李梦茹颇为无奈。
除此之外，新政要求“实名”的规定也让李梦茹无奈，此前她一直不敢向家里人说自己的职业，怕有所误解。但一旦实名制的话，难免会出现信息泄露的情况，如何向家人解释，成为她头疼的问题。
九成主播每年获“打赏”不到5万
粉丝的“打赏”究竟能为主播贡献多少收入？
2015年3月，直播平台六间房被宋城演艺以26亿元的价格收购。彼时宋城演艺曾在收购案中公布数据称，2014年，共有12031名主播通过六间房平台获得了粉丝的礼物兑点，其中，兑点金额超过10万元以上的主播人数为338人，约占主播总人数的2.8%。兑点金额在5万元以下的主播人数达到了11368人，占主播总人数的94.5%。
在2013年，六间房共有7297名主播获得了粉丝的礼物兑点，其中，兑点金额超过10万元以上的主播有182人，约占主播总人数的2.4%。
在直播行业资深人士信婉看来，当前平台对主播的依赖必须要改变。“现在的直播行业，主播身价越来越高，特别是游戏主播，部分身价已经超过2000万元，比一些一线明星还高。尽管这些直播因为所自带的流量相当巨大，让平台舍得花钱买人，所以经常听到某某平台巨资签约某主播，但很可能导致直播平台压力过大，一旦主播签约期到了，跳槽的话，对平台损害极为巨大。”
“只靠‘脸’吃饭，肯定不会长久。必须要创新。”信婉认为，如今平台更应该倾向于引导经纪公司和主播不断创新直播形式、制作直播内容，将直播发展为长久性的IP资源。
新京报记者了解到，新政出台后，各大直播平台开始清理违规情况，据新华网2月6日报道，目前，3万多个违规账号和近9万间直播间已被“封杀”，网络直播行业面临着新一轮洗牌重组。
新京报记者 覃澈 重庆报道
>责任编辑：李伟山
文章关键词： 网络主播 收入 新政
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