WeChat video number is about to launch a paid live broadcast room, and the knowledge paid track war is rekindled?

Songguo Finance learned that according to 36Kr, WeChat live broadcast will soon launch a knowledge column, covering multiple knowledge directions. At the same time, WeChat Live will soon launch a paid live broadcast room. In addition, WeChat Live announced that it will invest 5 billion cold start traffic packages this year to build a growth channel for new anchors and help new anchors start broadcasting traffic.

Recently, Internet giants are accelerating their pace on the knowledge payment track. Douyin launched the learning channel at the end of last year to open a separate page for knowledge video content; Station B accelerated the transformation of platform content form and began to lay out the knowledge payment market as early as the end of 2019; Zhihu was successfully listed last year and became the first domestic knowledge payment stock.

With the demand for high-quality content information from domestic users, the knowledge payment market has expanded rapidly. According to the data of Ai Media Consulting's "2020 Special Research Report on the Development of China's Knowledge Payment Industry", since 2017, the market size of China's knowledge payment industry has expanded rapidly, reaching 39.2 billion yuan in 2020 and is expected to reach 67.5 billion yuan by 2021.

Compared with platforms such as Zhihu and Douyin, WeChat, which already has an official account, has obvious advantages in content production. Based on WeChat's better private domain traffic operation ecology, it is much higher than other knowledge payment platforms such as Douyin and Zhihu in terms of traffic monetization ability. For example, Chi Ping, CEO of Jutu Culture, mentioned in his public account article that his video number live broadcast room can sell 20,000-50,000 per show, while the Douyin live broadcast room is only about 10,000 per game.

Because WeChat has a variety of media forms such as Mini Programs, Public Accounts, and WeChat Groups for private domain traffic operations, and its own user traffic is relatively rich, it has a competitive advantage over other knowledge payment platforms.

However, the knowledge payment industry still faces content challenges. At present, the knowledge payment industry has not yet established relevant regulatory mechanisms and industry standards, and there are problems such as low content quality and wrong views.

It is obvious that the knowledge payment market will still have broad prospects for development in the future, but at the moment when the domestic traffic dividend is bottoming out, how platforms can seize user time and attract users to pay in the era of stock competition undoubtedly need to work content. For example, the content is more abundant and diversified to meet the needs of more different user groups, and at the same time, the knowledge content is developing in the direction of verticalization and specialization.