Measured 7 live broadcast platforms: Lianmai asks for a reward, and the number of anchor duels is not limited for the time being
The live broadcast industry has been under strict supervision for nearly two years, and the special opinions on the protection of minors have been implemented for the first time.
From the "real-name reward system" and "reward limit" to the current proposal to cancel the reward list and limit the connection of wheat during peak hours, this opinion released a series of big moves, aiming at the chaos of live rewarding.
With the development of the mobile Internet, the live broadcast industry has rapidly developed into a representative industry of the "fan economy", and live broadcast rewards have also become a tool for increasing the income of various platforms.
The tricks of swiping gifts, swiping yachts, and making lists with wheat are constantly being renovated, and it is difficult for minors to resist the temptation.
Since last year's key special regulations on the participation of minors in online games, short video entertainment and other fields, this year's anti-addiction governance measures for minors have been further strengthened.
About 20 days after the release of the "Opinions on Regulating Rewards for Online Live Broadcasting and Strengthening the Protection of Minors" (abbreviation: Opinions), the Beijing News Shell Finance reporter randomly watched the live broadcast through 7 major live broadcast platforms and found that the supervision is becoming more and more strict. The chaos of live broadcasts such as being ugly and playing vulgar sideballs has improved, and the anchors are also looking for a new way out.
However, Lianmai PK is still a lively existence.
"Now each person has a hot air balloon, come!" The anchor Lian Mai battled, and the fans became "cannon fodder" as a reward.
During the test of the Beijing News Shell Finance reporter, the live broadcast platform can still see the reward rankings, and the competition of wheat and the sensory stimulation created by the punishment confrontation are also staged indirectly on the live broadcast.
Asking for a reward, the anchor Lian Mai "goes out"
The anchor Lianmai PK has become a common way of live broadcast.
"Get ready to take everyone out!" An anchor who ranked in the top ten of the hourly list, Lian Mai was gearing up for the game and enlivened the atmosphere in the live broadcast room.
Fans in the comment area were eager to try it out. Seeing that the anchor randomly connected to another person, the smell of gunpowder was strong at the beginning of the conversation.
The clamor of one party claiming to be "the vane of the PK world" made the anchor feel unhappy, "I don't even dare to say this, you dare to say it?"
The shouting from the air came and went, and the tension was full.
The Lianmai competition is generally a competition between the two sides of the connection within a specified time period to compare the number of gifts given by fans, and the loser will be punished.
In this Lianmai randomly watched by Shell Finance reporters, the first round of competition will be the first to score 1 million points.
10 coins correspond to 1 yuan, which means that 1 million points is equivalent to a reward of 100,000 yuan.
The red and blue blood bars on the screen fluctuated back and forth, and it didn't take long for one party to be killed in seconds. As for the punishment, they squatted and broadcasted live, and hung the other party's avatar on the background of the live broadcast room.
In the few rounds of confrontation that did not admit defeat, the two anchors competed for the total list and the value of a certain gift.
In the meantime, in order to win, the anchor temporarily suspended Lianmai, saying, "Go and call the next person first."
"Come on! Press the blood bar for me!" "Now each person has a hot air balloon, come!" "Let the other side see our strength." During the process of connecting the wheat, the voices of both parties were enthusiastic.
Shell Finance reporters saw that although fans on both sides threw big gifts, in the end, an anchor made a final decision after the big guy made a lot of money.
After losing the online game, 33 squatting, 33 jumping jumps, and 33 jumping frogs also set off the atmosphere of the live broadcast room. The anchor was out of breath, and fans frantically typed "Come on" in the comment area.
Swallowing light bulbs, wiping face with flour, and eating raw eggs are not unfamiliar scenes in the live broadcast, and the Lianmai competition in the live broadcast room attracted many fans to brush "gifts" with a very dramatic "punishment".
"Thank you big brother, let's go. After a 5-minute competition, hundreds of thousands of rewards will be available." The anchor Xiaorou told Shell Finance reporters that a battle can often strengthen the relationship between the anchor and fans.
Compared with the "slow fire and slow cooking" chat reward in the live broadcast room, it is labor-saving and cost-effective.
Xiaorou revealed that in order to stimulate fans to give rewards, the anchor will also contact privately to sell the script badly. Many of the fierce quarrels may be scripts.
Strive to be "No. 1" and "Mobile Advertising"
The well-designed rewarding routines hidden in Lianmai Biping have long been an open secret.
681 Brigade, Little Ant, Eight Family... The reporter noticed that the anchor no longer generally refers to fans as "old irons" and "family", but like stars, they have their own fan groups and fan names, and fans also To spend money on the list of anchors.
It's just that here, everything is based on money, and as long as the reward amount is enough, you can get "special attention".
Shell Finance reporter learned that the anchor has set an entry threshold for the fan group, and which group fans can enter is determined by factors such as the amount of reward and the number of days of attention.
And each ID is also marked with a fan level. The more gifts you brush for the host, the higher the fan level.
Fans "go out" for the anchor, and the platform plays an important role.
Most platforms will set anchor rankings, including "hourly list", "day list", "weekly star list", etc.
The platform will also regularly organize various activities to rank the anchors.
Among them, PK qualifying competitions, weekly star rankings, etc. require fans to check in every day. Once the anchor signs up, they will call on fans to play the rankings and strive for rewards.
"Listing No. 1" is a leading existence in the live broadcast room, which can not only gain the attention of the anchor, but also the support of fans.
In a Lianmai competition watched by Shell Finance reporters, the "List No. 1" frequently produced exclusive PK bombing special effects, which made the live broadcast room burst into laughter.
Amid the uproar, "List One" produced dozens of bombing special effects gifts in a few minutes, worth tens of thousands.
In fact, in addition to rewarding, a key role of "List One" is to stimulate other people to buy gifts.
"When everyone wants to be the 'No. 1', they will stimulate competition. Sometimes, in order to stimulate consumption, people from the guild will help to brush, but this is called a return ticket, and it has to be returned to the guild after the end." Xiaorou said .
With the blessing of high exposure and high stickiness, "Listing No. 1" has become a mobile advertising space.
Many businesses began to participate in the live broadcast room to compete for the top spot.
However, the anchor has never been stingy with the lavish "Bang Yi", "go to the list × brother to pay attention and rush." After the victory of Lianmai, an anchor directly called on fans to "Bang Yi" e-commerce follow.
The Shell Finance reporter noticed that a few seconds after the anchor spoke, the other party gained 6,000 followers.
In addition to merchants pouring into the Lianmai live broadcast room in order to increase fans, employers also began to build a sense of presence with publicity needs.
A few days ago, the online drama "Dark Night Walker" was on the air, and two accounts with the online name "Dark Night Walker" were among the "No. 1" position of a certain Internet celebrity anchor for many times.
Shell Finance reporters saw that the account's honor level reached 58. According to general rules, this means that it has to spend at least tens of millions in the Douyin live broadcast room.
And it gave out dozens of carnivals in the anchor's live broadcast room in one night, each priced at 3,000 yuan.
In return, the anchor called on fans throughout the live broadcast, "Now open iQIYI to comment and post bullet screens for "Dark Night Walker", this show is very good." At the same time, the live broadcast room also issued the password "Follow the online drama Dark Night Walker" "The red envelope, all fans who want to receive the red envelope need to enter this password in the comment area.
The live broadcast room also hung a fixed slogan "Follow the online drama Dark Night Walker".
That night, the number of the anchor's live broadcast room has remained above 10,000 people, with more than 2 million likes, ranking the top three in the "Hourly List" for many times.
Singing and exercising have become the mainstream of punishment for "fever reduction" under strict supervision
Similar to games, online live broadcast platforms also have certain addiction mechanisms.
Problems such as anomie in some online rewarding behaviors occur frequently, causing some minors to indulge in live broadcasts and participate in rewarding.
On May 27, the “Report on Judicial Protection of Juveniles on the Internet” issued by the Beijing Internet Court showed that among the 76 cases accepted, the youngest victim was only 5 years old, and the most cases were 8 to 16 years old, accounting for 86.8%. %.
Among them, over 70% of the top-up reward cases, including 20 game top-up cases, 22 live broadcast reward cases, and 15 other top-up cases.
The data shows that the average target amount of live reward cases is 69,712 yuan, and the highest amount involved is 610,000 yuan.
The plaintiffs in the case mostly claimed that the recharge behavior of minors would not take effect, and demanded the return of the recharge money.
In recent years, regulation has been tightening the hoops for the wildly growing live broadcast industry.
As early as 2019, the National Cyberspace Administration of China organized a pilot program to prevent youth from being addicted to an online short video platform. After entering the "Youth Mode", users will be limited in their usage time, service functions, and online time, and can only access youth. Dedicated content pool.
In November 2020, the State Administration of Radio and Television issued a notice clarifying that online show live broadcast platforms should implement real-name management of online anchors and "tipping" users, ban the tipping function of underage users, and limit the maximum tipping amount.
Supervision has made heavy blows, and the live broadcast industry has quietly changed.
During this period, anchors such as Teacher Guo and Tie Shanjiao, who were labeled as "selling ugly", were banned one after another.
A reporter from Shell Finance watched the live broadcast of the platform for many days and found that the host of the live broadcast room began to control the volume of the shouting during the battle. Even if he lost, the punishment was mainly singing, video recording, and exercise.
Among the Lianmai randomly watched by Shell Finance reporters, prompts such as "too loud" and "improper punishment" popped up on the page because the anchor was excited to canvass votes.
After that, the anchor apologized and said that he would keep his voice down.
When the two parties discussed the method of punishment and made requests such as bowing, the anchor interrupted and said, "This kind of play cannot be played, it belongs to the division of superiority and inferiority, and the platform does not allow it."
The punishment, then, became squatting, jumping, and jumping.
Challenges have always aroused people's desire to fight, but the premise is that the battle situation is fierce enough and the project is exciting enough.
When this stimulus disappears, people's desire to consume decreases.
During the investigation by Shell Finance reporters, many anchors on individual live broadcast platforms had only single-digit PK values each time.
"It's not easy to do PK now." Xiaorou started to change her career as an anchor with goods this year, "PK needs to have program effects to stimulate, but now the platform control is more and more strict, and some vulgar and exciting content in the past are not allowed to do. , the corresponding gift will be less, and slowly everyone will stop doing it."
Although the Lianmai Bipin anchors have switched careers one after another, there are many people who insist.
Xiaorou believes that strict control of live broadcast will help high-quality anchors to come out.
"Many anchors who are serious about content are difficult to get out of the circle because they are not on the hourly list. After the vulgar content is restricted, the competition is hardcore content."
Measured 7 major platforms: There is no limit for the punishment link, and you can still make the list by brushing gifts
On May 7, the four departments jointly issued the "Opinions on Regulating Online Live Streaming Rewards and Strengthening the Protection of Minors".
Among them, it is proposed to "cancel all lists within one month", "no more than 2 times of PK with a single account in a live broadcast room during peak hours", "strictly control minors from engaging in anchors", "optimize and upgrade the 'teenage model'", " Establishing a dedicated service team” and other specific measures in seven areas, and specifically prohibiting the provision of various reward services such as cash recharge, “gift” purchase, and online payment for minors.
About 20 days after the policy was implemented, Shell Finance reporters randomly watched the seven major live broadcast platforms for several days and found that as of May 31, there were still various lists based on "gifts" on the platforms.
According to the new regulations, “the website platform should cancel all the reward lists within 1 month after the publication of this opinion, prohibit the ranking, drainage, and recommendation of network anchors based on the reward amount as the sole basis, and prohibit users based on the reward amount as the standard. Ranking.” The reporter noticed that in addition to gifts, the rankings of the two platforms also involve interactive values such as viewing and popularity, but the weights of each basis are not marked.
During the reporter's investigation, most of the platform's anchors and user rankings still exist, and some platforms have removed the user's reward rankings from a prominent position. However, you can still see the reward rankings through the number of clicks or the gift area.
Among them, some platforms show that the list is based on the contribution value, and the description of the source of the contribution value is "including the contribution of gifts to guests".
The sensory stimulation brought by Lianmai and "punishment" attracts minors to get lost in the torrent of Internet live broadcasts.
This new regulation is more targeted, requiring "every day from 20:00 to 22:00, the number of 'Lianmai PK' in a single account's live broadcast room shall not exceed 2 times, no 'PK penalty' link shall be set, and no 'PK penalty' shall be provided. technical implementation methods to avoid inducing and misleading minors.”
Shell Finance reporters randomly watched multiple live broadcasts and found that within two hours from 20:00 to 22:00, the seven major platforms did not set a limit of 2 times for all Lianmai anchors, and the punishment link was also not prohibited.
Among them, in a Lianmai match, the anchor competed against "Flying Thousand Paper Cranes", that is, who received more gifts of Qianzhi Crane (unit price corresponds to 99 shaking coins) within 15 minutes.
In the midst of the momentum, both sides obtained nearly 10,000 thousand paper cranes, and the corresponding amount was nearly 100,000 yuan.
The reporter combed and saw that the gifts on the platform included careful hearts, romantic carriages, children's playgrounds, and true love cannons, with prices ranging from 1 to 28,888.
Only two platforms have nearly 100 kinds of gifts, and the most valuable gift can reach several thousand yuan.
In addition, some platforms also open the anchor membership system for fans, 98 yuan / month can have basic platform rights (member exclusive medals and member entry special effects) and anchor custom rights (exclusive expressions, exclusive groups, exclusive live broadcasts, etc.). Membership is only valid in the live broadcast room of a single anchor.
Shell Finance reporters interviewed the anchor and learned that some anchors said they had received relevant notifications from the platform, but it was not clear when the specific implementation would be implemented.
In this investigation, the reporter saw through the actual measurement of 7 major platforms that the minor mode has been launched, and the face and identity authentication are prompted during the live broadcast authentication.
In response to the new regulations requiring all platforms to display the "minor mode" in a prominent position on the homepage, 3 of the 7 platforms can turn on the underage mode in two steps, and 4 platforms need to go through the "My-Settings-Youth Mode" three Step into the minor mode interface.
However, when the software is opened, a prompt will pop up whether to enter the "minor mode".
After the reporter turns on the underage mode, he will be forced to go offline at 22:00. To continue browsing, the guardian needs to enter the password.
However, in the minor mode, the content presented by each platform is relatively simple, basically knowledge science content, and there are not many daily updates.
Some platforms have only dozens of pieces of content in total, and there are repetitions.
Shell Finance reporters also tried to contact the customer service team dedicated to minors on the platform. Among the 7 major platforms, only two have special lines for minors in obvious locations, and the customer service of three other platforms said that there is no dedicated customer service for minors yet.
To prevent teenagers from being addicted, the new regulations compact the responsibility of the platform
The live broadcast industry is at the top, and rewarding is an important source of platform profitability.
The "2020 China Online Performance (Live) Industry Development Report" released by the China Performance Industry Association shows that in 2020, the scale of my country's online performance (live) industry will reach 193.03 billion yuan, of which 75% of the revenue comes from reward sharing.
Shell Finance reporters combed the listed video live broadcast platforms and saw that Kuaishou’s live broadcast revenue from 2017 to 2021 was 7.9 billion, 18.6 billion, 31.4 billion, 33.2 billion, and 30.9 billion, accounting for 95.3%, 91.7%, 80.4%, 56.5% and 38.2%.
From 2019 to 2021, Huya’s live broadcast revenue was 7.98 billion, 10.31 billion, and 10.19 billion, respectively, and Douyu’s live broadcast revenue was 6.62 billion, 8.85 billion, and 8.6 billion, accounting for about 90%.
Controlling the chaos of online live broadcasts is intended to build a comprehensive network protection barrier for minors.
Previously, the team of Sun Hongyan, director of the Children's Research Institute of the China Youth Research Center, conducted a survey on the use of short videos by more than 10,000 minors in 8 provinces across the country. The results showed that 7.5% of the minors had used the reward function, and often 1.6% use the tipping function.
"From the perspective of the proportion, it seems that the proportion of minors rewarding is not high, and the frequent rewarding is even less high. However, there are 183 million minor netizens in China, and even 1% of such a large base is a lot of people."
In Sun Hongyan's view, this opinion is problem-oriented, focusing on the main problems of minors' access to live broadcasts, etc., and consolidating the responsibility of the platform. It is a refinement of the "Minors Protection Law", and also gives The space for independent innovation of each platform shows that the state adheres to the idea of standardized and orderly development when managing the services of live broadcast platforms, and is also to promote the better development of the platform and better protect the growth of minors.
She pointed out that there is still some room for further advancement in the "Opinions".
For example, how to implement the "real-name system" and how to determine the guardians of minors?
How to equip a special audit team suitable for the scale of the business?
"These spaces may become more complete in the future as the live broadcast industry develops and supervision is further refined."
Pan Helin, co-director and researcher of the Digital Economy and Financial Innovation Research Center of Zhejiang University International Business School, said that teenagers are the future of the motherland. With the development of Internet technology, teenagers face more and more temptations in the process of growing up.
On the one hand, young people lack the ability to resist temptation, and Internet entertainment is mostly based on "addictive" entertainment methods.
Minors are easily caught by various online entertainment methods, occupying their precious learning, growth and experience time.
On the other hand, Internet entertainment content lacks distinction, and often provides entertainment products that exceed the mental capacity of minors, which adversely affects the growth of young people.
Therefore, when young people participate in entertainment, including games, film and television variety shows, live broadcast rewards, short videos and many other entertainment content, it needs to be restricted.
It is not only to prevent young people from being addicted, but also to restrict young people's participation in performances, the appropriateness of young people's content supply, and their real-name participation.
Dai Zuwei, founder and CEO of Heyi Mutual Entertainment, told Shell Finance that the new regulations require that "the number of 'Lianmai PK' in a single account's live broadcast room should not exceed 2 times between 20:00 and 22:00", which is very detailed and has a greater impact. .
"The atmosphere of PK is better, which can attract traffic, attract staying, and stimulate consumption in the live broadcast room. In the future, there will be less PK, and there will be less gameplay in the live broadcast room."
Liao Xuhua, a senior analyst in the cultural consumption industry of Analysys, holds the same opinion, "It has little impact on minors, but the restrictions on the list and PK this time have directly affected the core mechanism of live broadcast operations, so the impact is relatively small. big".
Unlike practitioners who like to classify content according to categories (entertainment shows, games and e-sports, virtual idols), Ying Zhongdi, an associate professor at Zhejiang University of Media and Communications, believes that the influence of opinions should be distinguished according to head platforms and small and medium-sized platforms. More revenue comes from advertising and live streaming. Given that platform rules have been proactively adjusted in advance and revenue is diversified, the impact this time should be minimal. However, for some businesses that rely entirely on entertainment live streaming, they have been relying on rankings and PK. For small and medium-sized platforms that make profits through Lianmai and other methods, this time may be a bigger blow." Ying Zhongdi said.
Protection of minors policy plus code
●June 1, 2021
The Law of the People's Republic of China on the Protection of Minors has been implemented
Added "Network Protection" chapter.
Providers of online products and services shall not provide minors with products and services that induce their addiction.
The state establishes a unified juvenile online game electronic identity authentication system.
Online game service providers shall not provide online game services to minors from 22:00 to 8:00 the next day.
●June 6, 2021
The State Council Leading Group for the Protection of Minors issued the "Opinions on Strengthening the Protection of Minors"
Accelerate the introduction of regulations on the protection of minors on the Internet.
Promote the formulation of industry norms and codes of conduct for the protection of minors on the Internet.
Guide and supervise network operators to effectively perform the platform responsibility of protecting minors' personal information online.
●July 22, 2021
The Central Cyberspace Administration of China launched the special action of "Clean and Bright Summer Network Environment Remediation for Minors"
Focus on solving 7 types of prominent online problems that endanger the physical and mental health of minors.
Including problems involving minors on live broadcast and short video platforms; problems with online education platforms for minors; problems with insufficient effectiveness of anti-addiction systems and "teenage models".
●August 30, 2021
The State Press and Publication Administration issued the "Notice on Further Strict Management and Effectively Preventing Minors from Indulging in Online Games"
All online game companies can only provide online game services to minors for 1 hour from 20:00 to 21:00 every day on Fridays, Saturdays, Sundays and statutory holidays.
All online games must be connected to the State Press and Publication Administration's online game anti-addiction real-name verification system.
●November 29, 2021
The Ministry of Culture and Tourism issued the "Opinions on Strengthening the Protection of Minors in the Online Cultural Market"
Consolidate the responsibilities of market entities.
Explore the establishment of review and judgment standards for content inappropriate for minors, and continue to improve the ability to identify illegal content models.
Continue to increase the supply of high-quality content in the content pool under the "minor mode".
●December 15, 2021
China Online Audio-Visual Program Service Association released the "Detailed Rules for the Review of Online Short Video Content (2021)"
The language, subtitles, and sound effects related to short video programs shall not contain the following content that is not conducive to the healthy growth of minors.
For example: showing minors' puppy love, smoking, drinking, fighting, drug abuse and other bad behaviors; infringing on the legal rights and interests of minors or harming the physical and mental health of minors.
●January 22, 2022
The Central Cyberspace Administration of China has decided to launch a one-month special campaign of "Qinglang 2022 Spring Festival Network Environment Improvement"
Minors are prohibited from appearing in live broadcasts, and prominent problems such as "soft porn" and cult videos involving minors are vigorously rectified.
Further improve the youth model to prevent minors from indulging in the Internet.
●March 14, 2022
The Cyberspace Administration of the People's Republic of China once again solicited public comments on the "Regulations on the Protection of Minors on the Internet (Draft for Comment)"
Strengthen the cultivation of minors' online literacy; strengthen the regulation of online information content; strengthen the protection of minors' personal information;
●April 15, 2022
The Publishing Bureau of the Propaganda Department of the Central Committee of the Communist Party of China issued the "Notice on Strengthening the Live Streaming Management of Games on the Online Audio-visual Program Platform"
Guide and urge all game live broadcast platforms or online platforms that carry out game live broadcasts to set up anti-addiction mechanisms for minors, take effective measures to ensure that the "teenage model" has practical effects, prohibit minors from recharging and rewarding, and establish a special system for the return of rewards for minors. Disposal channel.
●May 7, 2022
The Central Civilization Office and other four departments issued the "Opinions on Regulating Online Live Rewards and Strengthening the Protection of Minors"
Minors are prohibited from participating in live rewarding.
Strictly control minors from engaging in anchors.
Optimize and upgrade "Youth Mode".
Cancel the reward list.
Every day from 20:00 to 22:00, the number of "Lianmai PK" for a single account in the live broadcast room shall not exceed 2 times. After 22:00 every day, all services under the "Youth Mode" will be forced offline.
Beijing News Shell Finance reporter Song Meilu Baijin Lei Sun Wenxuan