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艾媒咨询|2020-2025年中国短视频/直播声卡设备领域应用发展白皮书
近年来在线直播以及短视频行业发展火热,有效激发短视频/直播声卡的使用需求。iiMedia Research(艾媒咨询)数据显示,预计2025年底,中国短视频/直播音频硬件市场规模将超100亿元。随着短视频/直播声卡市场的逐步发展,技术实力的竞争或将成为市场未来主基调,具有深厚实力的厂商有望形成显著的领跑态势。iiMedia Research(艾媒咨询)数据显示,在2020年中国短视频/直播声卡品牌用户份额与满意度调研中,森然以28.5%的用户份额与4.48的满意度排名第一。凭借在声卡市场多年的深耕,森然在声卡芯片研发以及算法积累上均领跑行业。在森然、得胜等短视频/直播声卡品牌商的持续布局下,中高低端产品生态进一步完善,大众购买设备的门槛将有效降低,短视频/直播声卡设备渗透率将持续提升。未来的声卡品牌将围绕用户需求展开新一轮竞争,在购置成本、易用性、功耗优化等方面持续升级,性价比高的短视频/直播声卡产品更易得到用户青睐。
In recent years, the online live broadcast and short video industry have developed rapidly, which has effectively stimulated the demand for short video and live sound cards. As the data of iiMedia Research showed, China's short video/live audio hardware market is expected to exceed 10 billion yuan by the end of 2025. With the development of the short video and live sound card market, the competition of technical strength may become the main tone of the market in the future, and manufacturers with profound strength are expected to form a significant lead. As the data of iiMedia Research showed, in the user share and satisfaction survey of Chinese short video/live sound card brands in 2020, Senran ranked first with a user share of 28.5% and a satisfaction rate of 4.48. With years of deep cultivation in the sound card market, Senran leads the industry in sound card chip technology and algorithm accumulation. With the continuous deployment of short video and live sound card brands such as Senran and Desheng, the ecology of mid-, high- and low-end products will be further improved, the threshold for the public to purchase equipment will be effectively reduced, and the penetration rate of short video and live sound card equipment will continue to increase. In the future, sound card brands will launch a new round of competition around user needs, and continue to upgrade in terms of purchase cost, ease of use, and power consumption optimization. Short video and live sound card products with high cost performance are more likely to be favored by users. -
艾媒咨询|2020-2021中国在线直播行业年度研究报告
2020年中国直播电商市场规模达到9610亿元,同比增长121.5%。随着教育直播等细分领域快速发展,中国整体在线直播用户规模达5.87亿人。首先是国家制定政策给予支持,积极推动行业发展,为直播行业提供了良好的发展环境。同时,居民在线上消费支出的逐年上涨为直播电商提供积极的社会消费环境。直播企业的兴起也带动了相关行业发展,中国MCN机构数量迅速增长且前景持续向好。iiMedia Research(艾媒咨询)数据显示,用户对直播认可度较高。其中公益直播获65.6%的用户认可,认可度高居首位。社会公益性和非利益性是用户对直播认可度的关键,而专职带货的电商直播亦有良好的社会认可度。电商直播为用户最常观看的直播类型,约五成用户频繁观看,其中17.0%的用户观看频率非常频繁。未来在线直播平台将提高多元实时交互功能,互联网用户的参与度以及直播的关注度将进一步提升。
In 2020, China's live broadcast e-commerce market will reach 961 billion yuan, a year-on-year increase of 121.5%. With the rapid development of education live broadcast and other sub-fields, the overall online live broadcast user scale in China has reached 587 million. The first is that the country formulates policies to support it, actively promotes the development of the industry, and provides a good development environment for the live broadcast industry. At the same time, residents' online consumption expenditure has been rising year by year to provide a positive social consumption environment for live broadcast e-commerce. The rise of live broadcasting companies has also led to the development of related industries. The number of MCN organizations in China has grown rapidly and the prospects continue to improve. According to data from iiMedia Research, users have a high degree of recognition for live broadcasting. Among them, public welfare live broadcasting has been recognized by 65.6% of users, and the recognition ranks first. Social welfare and non-profit is the key to users' recognition of live broadcasts, and full-time e-commerce live broadcasts with goods also have good social recognition. E-commerce live broadcast is the most frequently watched type of live broadcast by users. About 50% of users watch it frequently, and 17.0% of users watch it frequently. In the future, online live broadcast platforms will improve multiple real-time interactive functions, and the participation of Internet users and the attention of live broadcasts will further increase. -
艾媒咨询|2020第三季度中国在线直播行业专题研究报告
本报告研究涉及企业/品牌/案例:快手直播、飞猪直播、kk直播。
随着中国在线直播用户规模趋于稳定,直播行业开始进入下半场,细分领域的精细化发展成为各大直播平台重点考虑的内容。直播活动的泛娱乐特征、内容的精细化品质化发展,加上电商直播技术发展的不断完善,将会为消费者带来更佳的购物体验。直播平台与OTA平台合作打造“旅游+直播”新业态,推动旅游业回暖,结合直播与私域流量推广,完善旅游行业产业链。iiMedia Research(艾媒咨询)数据显示,近七成用户观看过旅游直播,80、90后年轻男性是观看旅游直播的主力军,在直播间消费的用户中,有28.9%的消费金额为1501至2000元。目前,旅游类APP直播活动丰富,用户观看时最关注旅游产品内容质量,主播驱动旅游决策作用明显。因此,“旅游+直播”能够契合用户需求,实现精准营销,而“主播+内容+技术”是提升旅游直播带货能力的关键。
With the scale of China's online live broadcasting users tending to stabilize, the live broadcasting industry began to enter the second half, and the refined development of subdivision fields has become the focus of major live broadcast platforms. The pan entertainment features of live broadcast activities, the refinement and quality development of content, and the continuous improvement of e-commerce live broadcasting technology will bring consumers a better shopping experience. The live broadcast platform and OTA platform cooperate to create a new format of "tourism + live broadcast", promote the recovery of tourism industry, and improve the tourism industry chain by combining live broadcasting and private traffic promotion. As the data of iiMedia Research showed, nearly 70% of users have watched the live tourism. Young men born in the 1980s and 1990s are the main force to watch the live tourism broadcast. Among the users who spend money in the live broadcast room, 28.9% of them spend between 1501 and 2000 yuan. At present, there are rich live broadcast activities of tourism app, users pay most attention to the content quality of tourism products when watching, and the anchor plays an obvious role in driving tourism decision-making. Therefore, "tourism + Live Broadcasting" can meet the needs of users and realize precise marketing, and "anchor + content + technology" is the key to improve the carrying capacity of tourism live broadcast. -
艾媒咨询|2021年第一季度中国在线直播行业研究报告
本报告研究涉及企业/品牌/案例:KK直播,虎牙直播,淘宝直播,斗鱼直播
2020年中国在线直播行业用户规模达到5.87亿人,预计在2021年和2022年将分别涨至6.35亿和6.60亿人。首先是国家出台政策、加强监管,推动行业产出更多如科普、公益等具有积极意义的内容,为行业发展良好环境。其次,随着直播电商、电竞直播的兴起,行业得到新的发展动能,也为上下游企业带来发展机遇,包括MCN机构、声卡设备、电竞硬件等行业均迎来规模增长。 iimedia Research(艾媒咨询)数据显示,在线直播平台用户以年轻群体为主,24岁及以下用户占比49.0%,30岁以下用户更接近八成。艾媒咨询分析师认为,目前游戏类和电商带货类型直播平台用户渗透增长较快,因此对年轻用户吸引力增强,并成为新一代人群娱乐和消费的重要选择。短视频平台是最受受访者欢迎的直播平台类型,占比超四成;其中第一季度受访用户最主要遭遇的不规范直播内容是虚假内容,占比63.5%;同时用户也最反感该类不规范内容,占比45.3%。未来在线直播行业将继续发展,在加强多元内容化布局,使得用户能够观看更多垂直化内容的同时,平台需要利用其日渐增加的影响力,通过加强内容监管和公益活动的手段输出正能量,同时建立良好品牌形象。
The number of users in China's online live streaming industry reached 587 million in 2020, which is expected to rise to 635 million in 2021 and 660 million in 2022.First of all, the government has introduced policies and strengthened supervision of the industry. As a result, more positive pieces of works about fields like science popularization and public welfare were created, so as to create a better environment for the development of the industry.Secondly, with the rise of live streaming e-commerce and live streaming of e-sports, the industry has gained new development momentum, which also brings development opportunities for upstream and downstream enterprises. MCN institutions, sound card equipment, e-sports hardware industries were benefited.According to data from iiMedia Research, users of live streaming platforms are mainly young. Users aged 24 accounting for 49.0 percent, while the proportion of users under 30 were closed to 80 percent.According to analysts of iiMedia Consulting, the prevailing of gaming and e-commerce makes living stream platforms more attractive to young users and become an important choice for the new generation to entertain and consume.Short video platforms are the most popular type of live streaming platforms among respondents, accounting for more than 40%.In the first quarter, the most irregular live streaming content encountered by the surveyed users was fake content, accounting for 63.5%.At the same time, users are also the most disgusted with such non-standard content, accounting for 45.3%.In the future, the online broadcast industry will continue to develop. While strengthening the layout of diversified content so that users can watch more content that they are interested in , the platform needs to make use of its increasing influence to produce more positive works with the works of enhancing supervision and public welfare activities, in order to establish a good brand image.
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