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"Two-dimensional, but runway style."
Estimated reading time is 8 minutes
Author / Squid Nyan Huschai
This article was edited by
Recently stationed in the B station of the two-dimensional show anchor is a bit more, before there is a defendant compensation B station 1 million also insisted on jumping to the fish anchor Natto Nado returned in early February, after the B station single play nearly 10 million anchor Pineapple Saidong joined at the end of February, plus the previous small edge, Hanser has been from the bucket fish jumping station station, this year's two-dimensional anchor fever from the B station warm-up began.
These returning two-dimensional anchors have experienced the outlet period of the live broadcast circle, and are also facing the rise of a large number of platform self-produced newcomers, even if they return to the B station, what awaits them is not a blue ocean, but a big scuffle filled with virtual anchors and head UP masters.
In 2022, the game of the domestic live broadcasting industry is still continuing, and the platform and anchor are still in the dream.
The two-dimensional show, from absorbing gold and large flow, has become a "vase" of Generation Z
The two-dimensional anchor was once a treasure left by station B to various live broadcast platforms. At that time, Douyu, Huya, Panda and other live broadcast platforms competed to invite the dance and music area UP masters of the B station to settle in, including Xiaoyuan, Natto, Demon King, Li Changchao, rib god, Sanwu and other UP masters have signed a contract, although the B station also has a live broadcast section, and it is a two-dimensional base camp, but compared with the rich live broadcast platform, it is indeed impossible to retain the UP master who wants to make a lot of money.
In those years, these live broadcast platforms have spent a lot of money to sign up for two-dimensional anchors, and they have also brought significant popularity growth to the platform. Xiao Yuan and Natto Nado once occupied two of the "six sisters" of Douyu, and together with Feng Timo, Ah Leng and other well-known anchors who were on fire at that time, they were selected as the top ten peak anchors of Douyu in 2017, supporting the card face of the first generation of two-dimensional anchors.
2017 Douyu Top Ten Peak Anchors
The live broadcast content of the two-dimensional anchor is mainly based on chat, singing, dancing and other show talent displays, which are rich in types but not proficient, the content is seriously homogenized, and the audience is very prone to fatigue. As the competition in the live broadcast industry cools down, these handles have gradually become a burden, and the large signing fees invested in the two-dimensional anchors have earned less and less income.
From 2018 to 2019, Huya Douyu has been listed, and they have higher requirements for the return rate of anchors, while the two-dimensional anchors do not have the means of game technology anchors to absorb fans through high-end operations, and they are not as good as the anchors of traditional shows in talent. Over time, both the platform and the user have made a choice.
The solidified two-dimensional anchor fan base disk is being lost, they are attracted by the game and show anchors promoted by the platform, and the original gold-absorbing large-traffic partition of the second dimension has been thrown away by other partitions.
2021 Douyu Top Ten Peak Anchors
Looking at the top ten anchors of Douyu in 2021, there is no trace of the two-dimensional anchor, all of which are game, dance and face value anchors. In terms of content such as the second way of the event and the self-made variety show used by the platform to promote the anchor, the two-dimensional anchor has also been replaced by the anchor of the channel such as yan value and outdoor.
Xiao Hulu's data in 2018 shows that the top 30,000 anchors in the comprehensive evaluation of the annual index account for 2% of the secondary element partition, which is the same as the proportion of dancing, singing, and console games, and the gap with outdoor and appearance is not huge.
Nowadays, the popularity of the two-dimensional anchor's partition has fallen to the bottom, and it can be seen that the popularity of the "two-dimensional" division is not even in the top 30, which is 1/3 of the dance area, and only 1/14 of the glory of the king division.
The two-dimensional anchor has completely changed from the gold-absorbing and large-traffic category of that year to the "vase" of the Z generation attributes in the community such as Douyin, B Station, and Little Red Book. For the goodwill of Bo Z generation users, only the community still takes the initiative to recruit some overdone two-dimensional anchors to settle in, preserving the possibility of the future for them.
Behind the jumping around, there is still a fixed live broadcast business logic
The anchors who ran away from station B and would rather default and lose money than fight fish and tiger teeth have now returned to station B, and the live broadcast industry has indeed changed.
It is an indisputable fact that the fighting fish is no longer strong. According to the financial report data, the quarterly loss of Douyu from Q1 to Q3 in 2021 exceeded 100 million yuan. In the past two years, Douyu has also been lagging behind in content, losing a large number of e-sports content playback rights, including the LPL, as well as some head game anchors. At that time, the main content and head anchors have withdrawn, and it is logical for Douyu to give up the two-dimensional anchor.
A live broadcast guild manager Yu Yu (pseudonym) revealed to Reliable Quadratic (public number ID: kpACGN) that the renewal price offered by the two-dimensional anchors to the original platform after the contract expired was not low. However, the original platform believes that it has cultivated this anchor, and the other party's price increase is unreasonable. And the original platform is facing the pressure of profitability after listing, these two-dimensional anchors have become negative assets and "money-losing goods" in the eyes of the platform, and the original platform will naturally not renew the contract, and even feel that it is the one who has taken over the market.
At this time, Station B, as a "receiver", not only conforms to the impression of anchor fans on Station B's "large traffic and good development", but also makes the content of Station B's live broadcast rich and in line with its own positioning. For station B, which has been listed for many years and still pursues user growth, the head two-dimensional anchor who has been exercising outside for many years can not only directly bring a group of external fans, but also attract many video users who only watch live playback clips on other platforms, and transform them into their own live broadcast audiences. Today's B station live broadcast has the shadow of the fighting fish thirsty for talents.
They seem to have achieved a win-win situation for many parties, Douyu has saved a large amount of signing fees and successfully reduced expenditure, B station has gained the increase in the combat strength of new anchors, and the live broadcast career of anchors can once again "continue to live".
But it's not a world where no one gets hurt, and the logic of live streaming platforms has never changed. Mengxin anchors grow up with the platform, and after becoming a "big person", they are too expensive to intentionally jump ship, and then there is a new platform that is willing to take over. However, when penguin e-sports carried away Xiao Zhi and smiled, Douyu snatched back PDD, and Huya went along with GodV and No. 7. They have been competing for several years, the live broadcasting industry has matured, and there are not many platforms that can take over. Today's B station has begun to write the story of "receiver" with a pen, which has become a spark for all anchors to predict the way forward.
In 2019, Station B spent a huge amount of money to win the broadcast rights of the League of Legends S Game, signed a contract with Feng Timo, and continued to strengthen in the field of live broadcasting. In addition to the long-term recruitment of anchors, Station B has also received many anchors at nodes such as the collapse of tentacle live broadcast and the main broadcast of penguin e-sports. 3 years have passed, and now the anchor type of Station B is more abundant, and the two-dimensional anchors have also returned, and the live broadcast business may be the time to exert strength and achievements.
Go to the second dimension in exchange for the two-dimensional anchor, what is the B station map?
The two-dimensional anchor has returned, but station B is no longer the original station B.
Nowadays, the traffic of Station B is scattered in many fields such as life, technology, education, etc., which is very different from the secondary-related partitions such as games, animation, and dance a few years ago. There are many traditional show contents in the live broadcast of Station B, and it is not inferior to Douyu Huya in terms of gameplay and scale.
Screenshot of an anchor of Station B
The continuous iteration of algorithm recommendations coupled with the daily massive content accumulation makes almost every user see the different content of each partition in station B. In addition, Station B launched a "Story-mode" mechanism similar to the vibrato tree recommendation this year, allowing users to "brush brush" in the video content recommended by the algorithm.
Station B, which continues to try to "go to the second dimension" from content to product, is increasing the concentration of the second dimension of live broadcasting. Although the two-dimensional anchors who have returned from other platforms have more or less accumulated the attributes of the show. PK interaction, receiving gifts and other aspects of experience, in the current environment of station B can play, station B live broadcast relatively young users can accept, but also to further observe.
In December 2019, the entry of Feng Timo, a sister of Douyu, was already a lose-lose end in the eyes of the outside world. The entry of the two-dimensional anchors this time is different from Feng Timo's single-soldier combat in that year, at least with a relatively lively opening.
Obviously, the future of these anchors is not to sit back and relax, the pressure of traffic and monetization is still there, it seems that station B has become the only choice for slightly famous two-dimensional anchors, but how much traffic the live broadcast plate can get from the main station is still unknown.
In terms of traffic, the main traffic of the B station is still on the main site side, contributed by the PUGV content created by the MAIN OUTPUT OF UP, and the average time of each user staying in the B station is 88 minutes, in the extremely rich content selection, it is difficult to predict how much can be reserved for the live broadcast area and the secondary anchor in the area.
In addition, compared with the more mature user payment environment formed by Douyu Huya, and the traffic pool accumulated from e-sports events and game anchors to help secondary anchors increase fans and realize the conversion, the ecology of B station live broadcasting still needs to be improved. Now station B live also has the copyright of e-sports events and sports events, and some of the game anchors, virtual anchors and returning two-dimensional anchors brought old fans with decent data. Whether it can form a healthy, long-term and stable positive cycle next, and whether this business income can make the financial report of Station B look better, is still a mystery.
Virtual anchor Jiaran
The 12dora who broke up with the B station returned to the article, the small edge that spoke for 12dora returned to the B station live, the UP main lexburner who was sued by the B station returned to be the B station anchor, and the anchor Natto Nado, who was sued by the B station, also returned to live broadcasting. Dust returns to dust, soil returns to soil, but this year has long ceased to be the same year, and reincarnation has ushered in not only a new life, but also fierce competition. The two-dimensional anchor has returned, but the B station that users miss may never come back.
Conclusion
For Station B, whether it is a loss or a gain, the core is a game around traffic.
The migration of the two-dimensional anchor is also another transformation of the entire live broadcast industry from ideal to reality. When the live broadcast platform collectively stood at the cusp, each platform increased investment in order to "create a diversified ecology" and introduced a batch of anchors that were not very relevant to themselves. After the outlet receded, the platform's strategy returned to the crude thinking of traffic-only theory and revenue-only theory.
To this day, the old receivers have fallen one by one. The anchor who seems to be still beautiful is a pawn in the capital game after all, wandering in one dream after another.