Tech Planet (WeChat ID: tech618)
Wen | Zhai Yuanyuan
Cover source | Visual China
Douyin, Kuaishou, video number, the three short video platforms have finally stepped into the same river and began to make efforts to pay live broadcasting in different forms.
Tech Planet learned that following the first attempt at Tencent NBA account paid live broadcast at the end of January, the video number is gradually opening up the paid live broadcast permission to ordinary users a few days ago, and at present, the video number anchor has opened the paid live broadcast function, and the anchor live broadcast charges 5 yuan (50 WeChat beans), and a live broadcast can reach 20,000 hot. This means that the anchor can earn at least 2,000 yuan for a single paid live broadcast.
Different from the paid live broadcast form of the video number that can only be paid to watch the content, Douyin mainly focuses on paying for the microphone, that is, the anchor in the live broadcast room opens the paid microphone function, and the user needs to pay to consult with the anchor. Douyin officials even launched a week-long paid Lianmai promotion campaign from March 7 to 13, recommending paid Lianmai live broadcast rooms, and also launched a paid Lianmai anchor leaderboard.
Kuaishou's determination to make paid live broadcasts seems to be greater, and the platform has a special "paid live broadcast" entrance in the paid content channel. The channel has different live content previews, live broadcast types covering food, e-commerce, vocal music, psychology, etc., users can search according to the "live broadcast type" and "date filter", live broadcast pricing ranges from 1-9800 yuan, of which the most expensive live course is martial arts teaching, the course page introduction, teaching content includes: teaching martial arts techniques, including Panlong dance flower sticks, Simple Fist, etc.
Douyin, Kuaishou, and video numbers all aim at paid live broadcasting, making live broadcasting more likely to develop after the decline of live broadcasting on the show and the turmoil in the live streaming industry. But does this paid live broadcast model work, how far can it go in the future, how is the "money scene", and can it be compared to the commercial ceiling of live broadcasting with goods?
Video number: Main voice paid live broadcast
The video number official is increasing the recommendation of paid live broadcasting.
Enter from the WeChat live broadcast entrance, you will find that there are many more "paid live broadcasts" under the recommended channels. Fitness bloggers pay to teach yoga, and music anchors make users pay through sound. After a three-minute audition in these live rooms, you must pay to continue watching the live stream. Live broadcast forms include both voice and video, and anchors can set their own live broadcast forms according to their needs, and can also customize the payment threshold.
According to Tech Planet Experience, anchors charge as little as one WeChat bean (1 yuan = 10 WeChat beans), as much as 399. Yoga bloggers pay 399 WeChat beans for live streaming, i.e. users need to pay 39.9 yuan to watch their paid live broadcasts.
A video number blogger who recently tried to pay live broadcast told Tech Planet that the video number can now be paid live without authentication, and a few days ago, the threshold for paid live broadcasting was that the account must be authenticated before it can get the permission to pay live broadcast. In the past two days, he suddenly realized that his live broadcast room was officially recommended, and the live broadcast room suddenly poured in a lot of traffic, and the usual maximum number of views was only about 500 people, and now the number of viewers in the live broadcast room has doubled, which can reach more than 1,000 people, and the number of payers exceeds 100 people.
The paid live broadcast type began to break through the single category of "sports events" or "online concerts", and the group began to sink from KOLs to ordinary users. 2 months ago, WeChat video number launched the first paid live broadcast room, live content for the NBA regular season, the pricing is also more restrained, users can continue to watch live events after 3 minutes of free viewing after paying 9 yuan. At present, getting paid live broadcast permissions is more like being randomly tested by the platform, the above bloggers are not KOLs in the industry, and there are not many fans of video numbers, only about five or six thousand people.
After being internally tested, the live broadcast settings page will have an additional "paid visible" option. There are more prohibited words in the live broadcast of video numbers, the first of which is that it is impossible to mention competitors "Douyin" and "Kuaishou". The above blogger told Tech Planet that this is the rule of the live broadcast room, the anchor mouth broadcast, typing, can not be mentioned, otherwise it is a violation, the most serious will receive the punishment of closing the live broadcast. Before switching to the video number, the blogger's live broadcast position was mainly in K song and Kuaishou.
For platforms, paid live streaming has obviously allowed them to add a monetization method in addition to live streaming tips. Anchors pay for live broadcasting, and the platform directly has one more charging item. In the past, for free live broadcasting, anchors needed to distribute the "heat" of the rewards received in the live broadcast room to the platform according to the proportion of 50%. In the paid live broadcast, the anchor must hand in the proportion of paid live broadcast revenue in addition to the equalization of the heat.
However, at present, the anchors who have the permission to pay live broadcasts are not very high in the quality of live content. Neither the content uniqueness nor the useful value dimension seem to meet the paying criteria. The above-mentioned anchor paid live broadcast mainly plays selected songs for everyone.
Another music anchor who charges 5 yuan, the live broadcast form is similar to the radio broadcast, the anchor himself does not appear, only the voice is exposed, and chats with users about relaxed daily topics. There is also an anchor who charges 0.1 yuan, and the live broadcast content is similar to the chat style of the show anchor, "boiling eagle" chat, the anchor has a live broadcast that insists on live broadcasting for 12 hours, and the final result reaches 19,000 people watching and 12,000 popularity.
Douyin paid Lianmai: The anchor's single live broadcast income is nearly 4,000 yuan
Douyin is one of the platforms that actively dig deep into the paid live broadcast scene earlier.
As early as August last year, Douyin launched a paid live broadcast, and the official account of Douyin launched the "Summer Song Festival" special activity, inviting professional singers, niche bands or stars with relatively high topics in the entertainment industry to participate, with prices ranging from a few yuan to dozens of yuan. According to public information, Ouyang Nana's paid live broadcast reached 7.5 million views, with a peak of 203,000 people.
Essentially, summer songs are the same as paid online concerts. A month later, Douyin paid live broadcast evolved to version 2.0, looking for a more segmented and higher unit price of the payment scenario - paid continuous wheat. This kind of live broadcast does not need to be paid before watching, but the anchor sets up a paid lianmai, and the live broadcast room only consults with the paid user Lianmai.
Paid lianmai has been widely promoted this year. In March this year, Douyin launched a week-long paid continuous wheat activity on March 7-13, and strongly recommended paid live broadcast anchors.
According to the Douyin paid Lianmai anchor rankings, most of the anchor types are emotional bloggers, psychological counselors, offline course trainers, e-commerce lecturers, etc. Among them, the anchor who ranks first in the overall list of anchors has a heat value of 318,000 during the event. The top ten anchors can get a certain reward from the platform, up to a 1500 Dou+ coupon.
The charging standard of paid continuous wheat can be customized, and the form of continuous wheat includes two kinds of voice continuous wheat and video continuous wheat. According to Tech Planet Observation, there are anchors who charge 69.9 yuan (699 trills) for 15 minutes, and 200 yuan for 20 minutes. Among them, the anchor who charges 69.9 yuan shows that the connection record has reached 434 times.
The level of Lianmai anchors is uneven, and psychological counseling anchors usually have the professional background and certificate of psychological counselors, but it is difficult for emotional anchors to provide relevant certificates, and many times only experience consulting services are provided.
An emotional anchor assistant who charges 200 yuan told Tech Planet that they belong to paid live broadcasting, and the anchor live broadcast time is usually around 9 pm to 3 am. A single consecutive wheat 20 minutes 200 yuan, when there are many people need to queue. In addition, the anchor also provides one-on-one WeChat consulting services, but the fee is also higher, 800 yuan per hour. There are also online courses, with prices ranging from a few dozen to a few hundred.
The above-mentioned emotional anchors have been operating in Douyin for four years, and before that, they were mainly active in Zhihu and WeChat public accounts, providing emotional experience sharing in the form of graphics and texts. In Zhihu, which has more than 200,000 fans, it was once called "male version of Mimon" by many netizens because of its extreme views.
Although the anchor is full of emotional answers when live broadcasting Lianmai, the consulting attitude is sometimes absent-minded, and the solution is not reliable, fans think that the anchor consultation is very professional. A paid Lianmai user in the live broadcast room told Tech Planet that he has been paying attention to the anchor for a long time, because he himself is not very good at dealing with emotional problems, and he is worried that the more he pushes it, the worse it is, so the paid Lianmai anchor has a sense of security in his heart. Another user also reported that the anchor spoke more objectively and professionally, had its own theoretical system, and was not simply based on experience.
Kuaishou Paid Live: Live Version "Get"
Kuaishou's paid live broadcast may be the most complete "infrastructure" and has a special entrance.
On the paid content square, there are both popular courses, popular entertainment, and paid recording and paid live broadcasting, just like a knowledge paid product "get".
At present, nearly 100 live broadcast trailers are provided under the paid live broadcast channel, and the price ranges from 1 yuan to 9800 yuan. The types of live broadcasts are relatively diverse, and most of them are practical skills teaching live broadcasts. For example, live streaming of car maintenance solutions, minicoin tutorials, live streaming of chopped pepper fish head practices, erhu teaching courses, debtor psychological counseling courses, wealth creation practical courses, peace elite 13 kinds of technical teaching, etc. Among them, the live course with the largest number of purchases is "Interpretation of the Meta universe", which is priced at 9 yuan, showing that 705 people have purchased it. The live broadcast has not yet started has already earned nearly 10,000 yuan.
Kuaishou paid live broadcast can be watched for free for 3 minutes, and there is a comment opportunity before payment, and if it exceeds the trial time, it cannot be commented.
Kuaishou told Tech Planet that after the outbreak of the epidemic, the performance of theatrical clubs (such as dramas, operas, etc.) was restricted from performing offline, and Kuaishou launched paid live broadcasts under this opportunity. The performance troupe broadcasts live on the Kuaishou online, and the audience can try to watch a certain period of time, and after purchasing tickets, they can watch the whole scene. This innovative form, on the one hand, helps the theatrical performances to make offline performances online and expand the consumption scene and crowds; on the other hand, the audience can more easily watch more diverse cultural performances, regardless of geographical location.
The live broadcasting industry has changed from live broadcasting to live streaming with goods, and now paid live broadcasting has become standard. In contrast, Kuaishou paid live broadcast is positioned as "ticket", Douyin payment mode is Lianmai Consulting, and video numbers are currently paid live broadcasts for voice live broadcasts, and the three present paid content of different tones. Judging from the paid results, paid live broadcasts show a certain "money scene", and many users are willing to pay for some live broadcasts.
But does this mean that an era of paid live streaming has begun?
For the platform, by increasing the supply of live content and seeking a wider range of commercial monetization forms, there is a certain necessity, and the platform needs to be profitable. Especially in the downturn of the entire Internet industry, the traffic dividend has peaked, and enterprises generally take cost reduction and efficiency increase as the theme of development. However, while paying live broadcasting brings economic benefits, it also raises the consumption threshold of live broadcasting, which may be urgent for accounts or platforms that need to expand the scale of users.
The WeChat public account has previously opened a precedent for paid reading, and there are still public account IP settings for paid reading. However, this monetization method has certain limitations, and it seems that it can only be used as a monetization supplement, and it has never been able to set off a big splash. Paid reading revenue is almost negligible compared to advertising revenue.
A senior technology blogger told Tech Planet that it has no intention of paying for live broadcasting, does not want to charge from C-end users, and it is difficult to adjust, and it is difficult to deliver.
The essence of paid live broadcasting is still knowledge payment, but the platform that started with knowledge payment is declining in terms of sound volume and user scale. It remains to be seen how large the paid live streaming can be developed in the future, and how high the ceiling will be.
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