关于“解码财经”的报告
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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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艾媒报告 | 2018上半年中国在线直播行业监测报告
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。 -
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艾媒报告|2018-2019中国在线直播行业研究报告
随着用户红利的消退，在线直播行业规模增长趋于稳定，行业发展回归理性，直播行业再度面临洗牌，各大直播平台积极求变求生。iiMedia Research(艾媒咨询)数据显示，2019年在线直播用户规模有望达到5.01亿人。行业监管仍然是直播行业的热点，80.8%的在线直播用户表示支持政府对直播平台的监管措施，58.1%的在线直播用户对政府的监管措施表示满意。
As the user bonus fades, the scale growth of online live broadcasting industry tends to be stable, and the industry development returns to rationality. The live broadcasting industry is facing reshuffle again, and major live broadcasting platforms are actively seeking change to survive. According to iiMedia Research, the number of live streaming users is expected to reach 501 million in 2019. Industry regulation is still a hot spot in the live streaming industry. 80.8% of online live streaming users express their support for the government's regulatory measures on live streaming platforms, and 58.1% of online live streaming users are satisfied with the government's regulatory measures. -
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