艾媒咨询|2020-2021中国在线直播行业年度研究报告
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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.
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