Chinanews client, Beijing, May 18 (Reporter Song Yusheng) In 2020, the domestic online live broadcast industry will usher in a "trend" in the context of the impact of the new crown epidemic in the offline industry and the digital transformation of traditional enterprises.
What kind of people are broadcasting live under the "wind mouth"?
What is the outlook for this industry?
On May 18, the China Performance Industry Association Network Performance (Live Broadcast) Branch released the "2020 China Network Performance (Live) Industry Development Report", presenting the portraits of practitioners in this industry.
Photo courtesy of China Performance Industry Association Network Performance (Live) Branch
The number of live broadcast users reached 617 million
According to the report statistics, in terms of anchor groups, as of the end of 2020, the total number of anchor accounts in the online performance (live broadcasting) industry in my country has exceeded 130 million (according to the aggregated data of 23 platforms), of which the average daily peak value of new anchors is 43,000.
In terms of live broadcast users, the number of live webcast users in 2020 will reach 617 million, accounting for 62.4% of the total Chinese netizens.
E-commerce live broadcasts are booming, and e-commerce live broadcast users will grow rapidly in 2020, reaching 388 million.
In the distribution of per capita viewing time of live broadcast users, users who watched for 1-2 hours accounted for a relatively high proportion, accounting for 33.4%; users who watched for 0.5-1 hours accounted for 26.7%.
Photo courtesy of China Performance Industry Association Network Performance (Live) Branch
Most anchors earn 3000-5000 yuan a month
Since 2020, network anchors have gradually become a new professional form. In daily life, "eating, lodging, traveling, shopping, entertainment" and other aspects are closely integrated with live broadcasts, forming new consumption scenarios, and network anchor groups have also realized their personal lives through live broadcasts. Income and contribute corresponding taxes.
The portraits of the anchors listed in the report show that from the perspective of age distribution, anchors in the 24-30 age group account for nearly 40% of all anchors; from the geographical distribution, anchors are mainly concentrated in third-tier cities and above; from the perspective of income , Most anchors earn 3000-5000 yuan a month.
In addition, the entrepreneurial team formed around the anchor has derived more than 20 occupations in five categories, including operation management, live broadcast services, video services, live broadcast e-commerce, and auxiliary logistics, including planning, broadcast assistance, field control, quality control, customer service, etc. A variety of emerging employment forms.
Considering that these employment patterns cannot be displayed directly on the platform, in fact, the scale of employment driven by live broadcast is even larger.
Data map: The merchant "moved" the live broadcast room to the exhibition.
Photo by China News Agency reporter Hu Yixin
The industry structure is formed, and the capital tends to be stable
According to the management data of the Ministry of Culture and Tourism, as of the end of 2020, there are 5,966 operational Internet business units that have the qualification to operate online performance (live broadcast), of which 3,362 have obtained the qualification to operate online performance (live broadcast) in 2020. Home.
The report pointed out that there are currently about 20 leading platforms in the live broadcast industry, mainly in first- and second-tier cities such as Beijing, Shanghai, Guangzhou, Shenzhen, and Wuhan.
Among them, TOP5 accounts for more than 65% of the overall market size.
In 2020, a total of 23 investment and financing events occurred in the field of online performance (live broadcasting) in my country, with a total financing amount exceeding RMB 6.23 billion.
Compared with 2019, the number of investments has increased significantly, and the total amount of financing has declined after the outbreak of the previous two years, which is the lowest since 2016.
The report believes that this shows that the industry structure has formed and capital has stabilized.
Photo courtesy of China Performance Industry Association Network Performance (Live) Branch
Long-term development needs a healthy working atmosphere
It is worth noting that, in addition to driving economic growth, stimulating consumption vitality, and realizing new forms of cultural travel communication, the report also pointed out that the current live broadcast industry still has serious content homogeneity, and the practitioners’ sense of social identity is low, and there is a lack of training and long-term planning. And other issues.
The report believes that in order to gain attention, some live broadcasts have continuously lowered the lower limit of the content, which has caused the problem of vulgarization.
In addition, webcasting has experienced a period of barbaric growth. At that time, due to the uneven quality of the employees, the incomplete industry management rules, and the insufficient platform review mechanism, there have been many negative events in the industry, and the webcasting industry is seriously "labeled". , Especially the low social identity of the anchor, which leads to the lack of long-term career willingness.
According to the report, the long-term development of the live broadcast industry is inseparable from a healthy and progressive working atmosphere. Therefore, industry regulatory agencies, social organizations and platforms must form a joint force to strengthen the construction of a life-long vocational training system for live broadcast platform anchors and promote the normality of "Internet + vocational training". It will further standardize and improve the anchor professional evaluation system, and explore a vocational training cost input mechanism that adapts to the responsibilities, rights, and benefits of the live broadcast.
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