Involve in yellow and gambling
Live streaming platform to drink thirst and quench thirst
Our reporter Yuan Lu
Under the vulgar chaos of the live broadcast platform, the supervision is constantly tightening. On June 23, the National Internet Information Office, the Beijing Internet Information Office, and the Guangdong Internet Information Office successively announced that they had interviewed 10 online live broadcast platforms such as Huya and Douyu in accordance with the law, and requested three platforms such as Zanthoxylum Live Broadcast to be rectified within a limited period. Suspend the registration of new users, and comprehensively clean up violations
But what is surprising is that after the news of the interview and disposal, the reporter still saw in the live broadcast of multiple platforms that the girl anchor did not have a significant difference in content scale and vulgarity. The content of the "guessing" of online gambling, which had been severely beaten before, has also changed a lot, and it has a tendency to rise.
Vulgar side-striking balls frequently appear in the live broadcast room
Click the Huya APP, there are still a lot of soft porn in the live room of each channel. In the "Yan value" section, the anchor "Tinger baby" is exposed in clothes, constantly changing the posture of the thighs, and even smelling her feet softly whispering to ask the audience for a gift. "Yesterday I just broke the rules and was released by Tiger Tooth. My brothers give more rewards. Those who are interested in me can add WeChat." The female anchor said. As of the reporter's withdrawal from the live broadcast room, the platform showed a total of 123,000 viewers to watch online. "Single brother clicks in" "Daddy, I'm very sweet"... Huya and the names of a large number of live rooms also play vulgar pornography.
A similar situation also appeared in the live rooms of Inke Live and Zanthoxylum Live. Many anchors even directly used bed miniskirt legless photos or bathroom openback photos as the head pictures to attract viewers to click and watch.
In addition to soft pornography, the reporter found in the investigation that the online gambling content that had been severely beaten in the name of "quiz" and "rebate" was also changed on the live broadcast platform.
"Is this head more than 18? Odds are 4.32 times" "This assist is more than 8 and the odds are 6.81 times"...In the betta live broadcast room, the audience is watching the game live game, while hiding it quite secretly Bet in the "Fishball Prophecy" column. According to the rules set by Douyu, if you win the winner, the audience will get the corresponding multiple income.
"The key to defining platform gambling is whether the participating virtual currency can be withdrawn, as long as a complete capital chain is formed, it is an illegal act with gambling nature." said Bai Beidou, a lawyer at Beijing Junxiang Law Firm. In response to this, Douyu responded that users who recharge their personal accounts or receive fishballs for events can only give away or consume, and cannot withdraw cash. But in fact, the reporter found that there are a large number of ash production teams privately acquiring fish balls or high-level accounts that are enhanced by the recharge of fish balls. There are still many ways for the audience to realize the realization.
Platform competition is fierce, users are accelerating
The live broadcast platform was repeatedly interviewed for content violations, but it was difficult to solve the vulgar illness. Behind this is that in recent years, industry competition has become increasingly fierce, a new round of reshuffle has accelerated, and the operating pressure of various platforms is obvious. Huya and Douyu each lost 12 million and 9.5 million users on the PC side in the first quarter of this year. Among them, Huya's overall revenue growth rate in the first quarter was 47.8%, whether it was 64% from the fourth quarter of last year or the same period last year. 93.4% showed a significant downward trend.
"Huya, Douyu, and Penguin e-sports will be'three-in-one', which has become a consensus within Huya." An insider close to Huya said, "Three-in-one will be the fastest in the third quarter of this year. Late to next year." In order to compete for control after the "three in one", the two platforms are trying to increase the data, not only intensively launching various entertainment programs, but also the desire for traffic is very obvious.
In recent years, due to the lack of original and excellent content, the old-fashioned live broadcast platform represented by Inker Live and Zhajiao Live has become increasingly difficult due to lack of drainage, low conversion rate, loss of anchor and business shrinkage. In terms of performance, Inke's total revenue in 2019 was 3.269 billion yuan, a year-on-year decrease of 15.3%, the largest decline since the disclosure of data, and adjusted net profit fell by a large 87.92%.
After the live broadcast function became standard in multiple industries, the live broadcast platform and the short video platform formed a high degree of competition, and users and revenue were further diverted. According to QuestMobile statistics, in March this year, the monthly active users of Douyin reached 518 million, and the monthly per capita usage time was 1709 minutes, an increase of 72.5% year-on-year; the monthly active users of Kuaishou reached 443 million, and the monthly per capita usage time was 1205 minutes. A year-on-year increase of 64.7%.
Sprint performance can not drink thirst to quench thirst
In the face of tremendous benefits, the live broadcast platform is always in a "guerrilla war" with the regulatory authorities.
The reporter sorted out and found that some platforms have been interviewed by name. In May 2017, the Ministry of Culture and Tourism imposed administrative penalties on platforms such as pepper and betta for content violations. In April 2018, Zanthoxylum bungeanum, betta fish, and tiger teeth were again under key inspection by the Ministry of Culture and Tourism. The betta announcement announced that a three-month self-examination of bad content information was carried out. In April of this year, the Jiangsu Provincial Consumer Protection Commission interviewed Douyin, Huya and other platforms for issues such as induced consumption. Recently, the network information department has focused on interviewing several live broadcast platforms.
"With the continuous development of the industry and the disappearance of the demographic dividend, the popularity of simple live broadcasting is gradually cooling, and resources are also tending to be concentrated, resulting in a new round of shuffling in the industry." Fu Zhengjun, founder of Tiange Interactive, said.
Right now, the competition for traffic in the live stock market is becoming fiercer. "Other platforms are large in scale, and your platform is small in size, it is likely to lose some traffic. Some anchors are vulgar, but they are faster and faster than talented anchors." An industry source admitted that this is also It is the reason why some live broadcast platforms hold up to vulgar and illegal content, and are more conniving.
"The platform wants to understand the sprint performance, but it can't stop drinking thirst." Analyst Internet Entertainment analysts said that the current live broadcast industry needs innovation in terms of user size and business model, and testing the regulatory bottom line will only endanger the industry's sustainable development.