Create a fan economy, and release the live broadcast potential

Published on : 02 September 2019

A few days ago, the market research organization Analysys issued the "A comprehensive analysis of the China Entertainment Live Market in 2019". The report pointed out that the economic model of the entertainment live broadcast industry has evolved from quantity to quality. At the same time, the head platforms such as YY, Yingke, Showself and so on occupy the absolute traffic resources of the industry with the corresponding layout in the situation of active user scale reduction, which is expected to create greater value.

 

The economic model is upgraded, and the fan economy is the trend of the times.

According to the report, the current live broadcast entertainment encounters a fan economy and a red-hot economy. The fan economy can consolidate the business model, representing the development direction of the entertainment industry's economic model from quantity to quality upgrade.

The fan economy is in a bottleneck. For live broadcasts, entertainment relies on user virtual gift rewards, advertisements, etc. as the main source of income. The reduction of the online fan has become one of the main factors restricting the development of the platform. The high cost of obtaining customers and the loyalty of enterprise users are increasing, and the difficulty of effective fan conversion is increasing, which affects the sustainable development of the platform.

The fan economy is not sustainable. The overall size of the network host is large but the average life cycle is short. The head host training process is slow and the number is sparse. In the current situation of the homogenization of live content, the industry barriers are difficult to establish, and the network red economy has also entered the cooling period after the industrial explosion.

Nonetheless, the fan economy is in just the right time. By improving reputation and brand awareness, the platform improves the host training system, enhances its influence and the production capacity of high-quality content, and establishes a strong sense of belonging and identity between platforms, hosts and users, with strong and higher cohesiveness. The loyalty of the business model and an improved efficiency of liquidation are the positive solutions for the continued growth of the industry.

 

Positive layout of the head platform, fan economy advantage obviously

According to the data, as of the second quarter of 2019, the number of active users in the live broadcast entertainment sector reached 132.63 million, a decrease of 4.72% year-on-year. This reflects the current state of the industry in which high-quality and diversified content supply is insufficient, and user engagement is declining.

The head platforms such as YY, Yingke, Showself, and so on rely on strong resource integration capabilities to organize diversified content production, online and offline linkage, develop fan economy, win the favor of the majority of users, and realize the concentration of industry traffic to the head platform.

YY Pan entertainment series includes dance, talk show, music, outdoor sports, etc., to meet the diversified content needs of users. In operation, the guild mode drives PUGC content production and precipitation, and establishes the host and platform. The strong interaction between the user and the host, YY tries to open up online and offline resources and traffic, which further enhances the multi-party interaction between the host, users, and the platform. At present, YY has the most active users in the live broadcast entertainment industry, verifying the effectiveness of the development of fan economy.

In recent years, the star-making activities represented by Mr. Yingke and Sakura Girls have been widely practiced in the art of host artists in recent years. Through the efforts of host IP creation, film variety show production, sinking market development, etc., Yingke continues to enrich the content ecology, expand brand value, and let the platform develop a multi-profit model to benefit from the fan economy.

Showself which belongs to Scienjoy (Beijing) Technology Co., Ltd. (Scienjoy), focuses on online and offline integration development, with live broadcast as the core, creating new interactive entertainment, new brokerage, new film and television, new media and other multi-interactive entertainment new ecosystem, and horizontally expanding multi-link live content. The fan economy runs through it and becomes a highlight.

Showself has an elite program for hosts to help quality hosts grow. Quality hosts not only get better exposure in daily live broadcasts but also have multiple online and offline opportunities. The self-made variety shows such as the Alliance made the hosts stand out, and the live broadcast of the flash store and the annual event of the offline became a high-profile platform event, providing a broad stage for the main broadcast. In addition, Showself relies on unlimited group resources to provide opportunities for high-quality hosts to participate in positive energy activities so that the hosts can reflect social values online. For example, in this year's series of live broadcasts of "I am writing love poems for my hometown" launched by Scienjoy and Guangming.com, Showself host will introduce the natural landscape and customs of the hometown to the majority of audiences, so that more people can understand their hometown. The event gave the fan economy a richer content, showing the possibility of extending to the integration of the arts and tourism.

Showself has an elite program for hosts to help quality hosts grow. Quality hosts not only get better exposure in daily live broadcasts but also have multiple online and offline opportunities. The self-made variety shows such as the Alliance made the hosts stand out, and the live broadcast of the flash store and the annual event of the offline became a high-profile platform event, providing a broad stage for the main broadcast. In addition, Showself relies on unlimited group resources to provide opportunities for high-quality hosts to participate in positive energy activities so that the hosts can reflect social values online. For example, in this year's series of live broadcasts of "I am writing love poems for my hometown" launched by Scienjoy and Guangming.com, Showself host will introduce the natural landscape and customs of the hometown to the majority of audiences, so that more people can understand their hometown. The event gave the fan economy a richer content, showing the possibility of extending to the integration of the arts and tourism.

 

With the continuous development of the multi-content ecology, the users not only appreciate the wonderful performance of the hosts, but also get rich entertainment experience, and have a better connection with the host and users. It is worth noting that the core user groups of Showself and other platforms have the characteristics of a strong willingness to pay, a high frequency of payment, and willingness to accept new things. It is also the mainstream consumer group of entertainment content, which is the multi-variable realization of the platform in the field of entertainment, which created a solid user base.

The practice of developing fan economy by YY, Yingke, Showself, and other entertainment live broadcast leaders undoubtedly has a model role for the industry. When the whole industry pays attention to the production of high-quality content and explores the diversification of the fan economy, entertainment live broadcast is expected to renew its new look and gain a new round of considerable growth.