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关于“直播”的报告

本报告研究涉及企业/品牌/案例:斗鱼直播,虎牙直播,企鹅电竞,龙珠直播,战旗直播,触手直播,蘑菇街,淘宝直播,映客直播,花椒直播,NOW直播,KK直播,一直播,BiliBili,YY直播,快手,CC直播,秀色直播,酷狗直播,抖音,目睹直播,好视通,布马网络等。

中国在线直播行业用户规模近五年来一直保持稳步增长,iiMedia Research(艾媒咨询)数据显示,2019年中国在线直播行业用户规模已增长至5.04亿人,增长率为10.6%;预计2020年在线直播行业用户规模达5.26亿人。2019年,VR、AI等技术带动在线直播行业发展,“直播+”的产品与内容创新不断显现,其中“直播+电商”迎来了高速发展的风口。艾媒咨询分析师认为,未来“直播+”的商业模式将继续发展完善,在线直播平台将更加注重精细化与专业化运营,通过产品、形式与内容的创新塑造和强化自身差异化优势,并通过技术赋能提升用户体验,布局更多业务和内容模块,赢得在线直播行业赛道的竞争。
The user scale of China's online live streaming industry has grown steadily in the past five years. Data from iiMedia Research shows that the user scale of China's online live streaming industry has increased to 504 million in 2019, with a growth rate of 10.6%. It is estimated that the figure will reach 526 million in 2020. In 2019, the development of online live streaming industry will be driven by VR, AI and other technologies, and the innovations on products and contents of “live streaming +” will continue to emerge, among which “live streaming + e-commerce” will usher in the outlet of rapid development. iiMedia Research analysts believe that the “live streaming +” business model will continue to develop in the future. China’s live online platforms will pay more attention to their refinement and specialization operations, build and strengthen their differentiation advantages through the innovations on products, live forms and contents. Through the technology, they can improve their users’ experience, set better business layouts and make more great content modules, to win the competition and stand out in the online live streaming market.

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.

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