本报告研究涉及企业/品牌/案例：斗鱼直播，虎牙直播，now直播，淘宝直播，快手，咪咕视频，花椒直播，新东方在线，腾讯课程，环球网校，伯索云学堂，云朵课程，微吼，顶播，盟主直播，诺云直播，目睹，企鹅电竞，映客直播

iiMedia Research(艾媒咨询)数据显示，预计2019年中国在线直播用户规模将继续保持增长态势，增至5.01亿人，但增速趋于平缓。随着用户规模增速放缓，直播行业人口红利逐渐消失，内容将是推动利润进一步增长的关键。各平台积极布局“直播+”，在丰富平台内容的同时赋能其他行业创新发展，“直播+公益”、“直播+教育”成为热点。iiMedia Research(艾媒咨询)数据显示，超过八成用户愿意观看公益及教育直播。此外，直播造星继续火热，平台通过造星计划培育优质主播，为主播发展提供平台，同时可以提高创作内容的质量，用优质内容吸引用户并推动平台成长，形成良性循环。

As the data of iiMedia Research showed, the scale of China online live streaming users will continue to grow to 501 million people in 2019, but the growth rate will slow down. As the result, the demographic dividend of online live streaming industry gradually disappears. For online live streaming company, content will be the key to promote their further profit growth. Each platform actively arranged ‘online live streaming +’ to enrich the content of the platform and help other industries innovate. ‘Online live streaming + public welfare’ and ‘online live streaming + education’ became the spots. As the data of iiMedia Research showed, more than 80% of users are willing to watch online live streaming of public welfare and education. In addition, the trend of cultivating stars in online live streaming industry is still going on. The platform cultivates high-quality broadcasters through star creation plans, which provide anchors with platforms to become popular and attract more users with high-quality content.

本报告研究涉及企业/品牌/案例：斗鱼，虎牙，企鹅电竞，战旗直播，触手，章鱼TV,直播吧，腾讯体育，映客，花椒，NOW直播，抖音，KK直播，一直播，Bilibili,YY,快手，酷狗直播，蘑菇街，淘宝直播，目睹，好视通，布马网络

随着自制综艺、5G技术、虚拟直播等在线直播新浪潮的出现，在线直播平台用户规模持续上涨，2019年中国在线直播用户规模预计将超5亿人。2019年第二季度，在娱乐内容类直播平台中，花椒直播月活跃用户数超2600万，位居行业第一。iiMedia Research（艾媒咨询）数据显示，在自制综艺方面，近六成受访直播用户愿意观看直播平台的自创综艺且男女比例基本持平，其中，花椒直播平台自创节目最受受访直播用户青睐，大批专业主持人进驻花椒直播平台为花椒直播输出优质内容提供了重要保障。用户对直播平台自创综艺节目前景持乐观态度，56.2%的受访直播用户认为直播平台自创综艺节目发展前景一般，近三成受访直播用户表示看好。在直播带货方面，四成受访直播用户偶尔会选择购买明星／网红电商直播推荐产品，并且选择消费的女性用户占比超过男性用户，而衣物是直播平台用户最常购买的直播平台商品品类。内容垂直化或将成为在线直播行业竞争的主旋律，平台将更多把内容聚焦在某一特定用户群体的需求。未来直播行业内容垂直化趋势将更加明显，除了娱乐、游戏直播外，包括教育、电商等细分市场或将涌现新的市场机会。

With the emergence of the new wave of online live broadcasting, such as home-made variety, 5G technology and virtual live broadcasting, the scale of users of online live broadcasting platform continues to rise, and the scale of users of online live broadcasting in China is expected to exceed 500 million in 2019. In the second quarter of 2019, in the entertainment content live broadcasting platform, pepper live broadcasting has more than 26 million active users per month, ranking first in the industry. According to iiMedia Research data, nearly 60% of the respondents are willing to watch the self-created variety of the live broadcast platform, and the proportion of men and women is basically the same. Among them, the self-created program of the live broadcast platform of pepper is the most popular among the interviewed users, and a large number of professional hosts are stationed on the live broadcast platform of pepper. Broadcasting and output of high-quality content provides an important guarantee. Users are optimistic about the prospects of self-created variety shows on live broadcasting platform. 56.2% of the respondents think that the development prospects of self-created variety shows on live broadcasting platform are general, and nearly 30% of the respondents are optimistic. In the aspect of live broadcasting, 40% of the respondents occasionally choose to buy star/online red e-commerce live broadcasting recommendation products, and choose to consume more female users than male users, while clothing is the most commonly purchased product category of live broadcasting platform. Verticalization of content may become the main theme of competition in the online live broadcasting industry, and the platform will focus more on the needs of a particular user group. In the future, the vertical trend of content in live broadcasting industry will be more obvious. In addition to live entertainment and game broadcasting, new market opportunities will emerge in the market segments including education and e-commerce.

本报告涉及企业/品牌包括：花椒直播、YY直播、KK直播、虎牙直播、斗鱼直播、一直播、NOW直播、映客直播、龙珠直播、酷狗直播、触手直播、战旗直播、企鹅电竞、淘宝直播、陌陌直播、网易CC直播、咪咕直播、小米直播、全民直播、B站

iiMedia Research(艾媒咨询)数据显示，2019年中国在线直播用户预计增至5.01亿人。2019年第一季度，游戏内容类直播平台的用户趋于年轻化，且超七成用户是男性；近七成的直播用户在近半年内仍使用同一直播平台，而内容及主播是平台留存用户的关键；秀场及游戏直播内容更受用户欢迎，而超五成用户认为未来应该大力发展“直播+综艺”。目前，直播行业呈现三大趋势：一是获取融资或冲击上市；二是进军海外市场，而东南亚市场成为多数平台出海的首选；三是“直播+”领域的拓展，涵盖公益、综艺、教育、非遗、电商等，旨在构建多元化和高品质的直播生态体系。

The number of live streaming users in China is expected to grow to 501 million in 2019, according to the data from iiMedia Research. In the first quarter of 2019, users of live streaming platforms focusing on games tend to be younger, and over 70% of them are males. As nearly 70% of the users still use the same live streaming platforms within 6 months, the content and anchors are crucial to retain the users. The live shows and games are more popular among users, and more than 50% of users reckon that “live streaming + variety show“ should be prioritized in the future. Currently, there are three major trends in the live streaming market. One is to gain access to financing or IPO. The second one is to enter the overseas market, and the market in Southeast Asia has become the first option for most platforms. The third one is to expand “live streaming+“, covering public welfare, variety shows, education, intangible cultural heritage, e-commerce, etc., aiming to build a diversified and high-quality live streaming ecological system.

现阶段在线直播市场趋于稳定，在线直播行业已形成游戏内容类直播、娱乐内容类直播、企业直播等各细分类平台，头部平台优势明显。iiMedia Research(艾媒咨询)数据显示，2018年在线直播用户规模预计将达4.60亿人，增长28.4%。而超六成用户因直播内容质量而一直使用某平台，优质内容依然是直播平台的核心竞争力，高品质内容是聚拢用户的重要因素。

As the data of iiMedia Research showed, in 2017, the scale of Chinese online live streaming users increased to 398 million, with a growth rate of 28.4%.

本报告研究涉及企业/品牌包括:花椒、泰迪鲜花、KK、光明网、斗鱼、京东、虎牙直播、熊猫直播、龙珠直播、陌陌、斗鱼直播、猫啵、目睹直播、展视互动、云视互动、云犀直播、算云直播、创视界、微吼直播、映客、一直播、秀色秀场、六间房、YY直播、酷狗直播、NOW直播、淘宝、企鹅体育、章鱼直播、全民直播、战旗直播、酷学直播、荔枝微课、视吧直播、知牛直播

iiMedia Research(艾媒咨询)数据显示，预计2018年在线直播用户规模达4.60亿人，预计增长率为15.6%。2018上半年，优质主播仍是在线直播平台的“核心竞争力”，花椒打造直播生态圈，上线“猫啵”打通流量入口多元化;企业直播方面，平台助力企业精准营销，行业发展势头显现，目睹布局产品生态升级企业服务，给企业营销方式和商业模式也带来新的机遇。

iiMedia Research(艾媒咨询)数据显示，2017年在线直播用户规模达到3.98亿人，增长率为28.4%，预计2018年在线直播用户规模达4.60亿人。艾媒咨询分析师认为，在线直播行业趋向稳定健康发展，增速逐步放缓。在线直播为直播答题提供了良好的用户基础，直播答题活动以其兼具益智性和娱乐性的特点，为直播行业带来新的活力。

iiMedia Research(艾媒咨询)数据显示，2017年在线直播用户规模达到3.98亿人，增长率为28.4%，预计2018年在线直播用户规模达4.60亿人。艾媒咨询分析师认为，中国在线直播平台用户逐渐消失，头部平台已经形成稳定的用户规模和运营模式，同时明星主播资源基本垄断在头部平台，新入局者很难对头部平台造成强冲击。而头部平台间竞争未来或将往差异化模式发展、商业变现方面转变。

　　iiMedia Research（艾媒咨询）数据显示，在线直播行业用户规模2017年达3.98亿，2019年将超5亿。行业整体趋向稳定健康发展，增速逐步放缓，其工具化特征逐渐显现。直播答题活动为直播行业带来新的活力，且兼具益智性和娱乐性，符合行业发展需求，拥有较好的在线直播用户基础。

本报告研究涉及企业/品牌包括:微吼直播、云视互动、目睹直播、想播就播、云犀直播、算云直播、创视界、咪咕直播、花椒、映客、一直播、YY直播、KK直播、秀色秀场、六间房、棒直播、淘宝、京东、企鹅体育、章鱼直播、视吧直播、知牛直播、全民直播、战旗直播、虎牙直播、熊猫直播、龙珠直播、斗鱼直播、陌陌、NOW直播、酷学直播、荔枝微课

iiMedia Research（艾媒咨询）数据显示，2017年中国在线直播用户规模达到3.98亿，预计2019年用户规模将突破5亿；相比2016年，2017年直播行业用户规模增速明显放缓，增长率为28.4%。艾媒咨询分析师认为，在政策监督，社会需求理性化的大环境下，在线直播行业趋向稳定健康发展，增速逐步放缓。直播的工具化特征逐渐显现，未来直播将嵌入民众生活各个方面，用户规模持续稳定扩大。