艾媒咨询|2020上半年中国在线直播行业研究报告

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本报告研究涉及企业/品牌/案例：斗鱼直播、kk直播。

随着移动设备的普及、移动互联网用户的扩大，在线直播行业飞速发展，进入多维发展、多强并行的成熟阶段。网络直播行业在经历高速增长后经历了2018-2019年的行业沉淀阶段，而2020年在疫情期间“宅经济”的刺激行业又恢复了强势增长劲头。iiMedia Research(艾媒咨询)数据显示，预计2020年用户规模将有望达到5.26亿。目前，在线直播行业在模式和内容上都有很大的创新。“直播+”模式以直播媒介输出社会价值，与传统产业相结合，模式重构传统场景、创新商业模式，促进在线直播向细分领域拓展，同时也激活了社会就业生态。在内容创新上，除了UGC内容，越来越多的直播平台已经开始涉足PGC内容。数据显示，直播+渗透至各个领域，但娱乐消遣仍为主流，趣味挑战成为泛娱乐平台直播用户的偏好创新形式。未来，在线直播将发挥下沉优势，为传统企业数字化转型起助推作用。

With the popularization of mobile devices and the expansion of mobile Internet users, the online streaming industry has developed rapidly and entered a mature stage of multi-dimensional development and multi-strong parallel. After experiencing rapid growth, the online streaming industry experienced a precipitation stage from 2018 to 2019, while in 2020, the industry stimulated by the "home economy" during the epidemic period regained strong growth momentum. As the data of iiMedia Research showed, the scale of users is expected to reach 526 million in 2020. At present, the online streaming industry has made great innovations in both mode and content. The “live streaming +” model outputs social value through live broadcast media, combines with traditional industries, reconstructs traditional scenes and innovates business models, promotes the expansion of online live broadcast to subdivided fields, and also activates the social employment ecology. In terms of content innovation, in addition to UGC content, more and more live-streaming platforms have begun to set their hands on PGC content. Data show that “live streaming +” has penetrated into all fields, but entertainment is still the mainstream, and fun challenge has become the preferred innovative form of live streaming users on pan-entertainment platforms. In the future, online streaming will give full play to its sinking advantage and play a facilitating role in the digital transformation of traditional enterprises.