On January 3, the new version of the "health score" penalty for Douyin Live officially came into effect, and nearly 5,000 anchors were reduced on the same day, with live broadcast recommendations, restricted functions, and even permanent revocation of live broadcast permissions, and 303 anchors were turned off the "gift" function.
It is understood that the initial score of the new version of "health score" is 100 points, and the deduction of 1 to 8 points at a time for violations can be obtained, and accounts applied through professional or high-quality anchors can get an initial score of 120 points. At present, 27,500 people have passed the application for professional or high-quality anchors.
If the anchor completes the online learning Xi or continues to comply with the live broadcast, the anchor can get extra points, and the live broadcast for more than 2 hours every day for 5 days and no violations can be increased by 5 points. Take a 10-point anchor as an example, if you want to get rid of the dilemma of "no gifts", you need to live live without violations for more than 10 days, no less than 2 hours a day. If you want to return to the normal score, you need to accumulate 50 days of compliant live streaming.
This also means that when the long-term performance of the anchor is linked to his own revenue, he has to pay attention to compliance if he wants to continue to develop on the platform. At the same time, high-scoring anchors who have applied professionally can get a certain amount of traffic support.
The market size of game live streaming continues to rise
From 2019 to 2022, the scale of China's game live broadcast market showed an upward trend year by year, with a market size of 94.8 billion yuan in 2021, a year-on-year increase of 11.8%, and preliminary statistics show that the scale of China's game live broadcast market will reach 110.8 billion yuan in 2022. The game live broadcast industry has a high ceiling and good growth, and for related platforms, game manufacturers, MCN institutions, etc., the resource layout is at the right time.
The number of live game users is growing slowly
From 2019 to 2022, the scale of China's game live broadcast users grew slowly, and in 2021, the scale of China's game live broadcast users was 374 million yuan, a year-on-year increase of 7.16%. According to preliminary statistics, the scale of China's game live broadcast users in 2022 will be 382 million yuan.
More than 68% of users choose to watch live games on their mobile phones
In 2022, 68.4% of Chinese users chose to watch live games on their mobile phones, 15.5% chose to watch live games on PCs, and 14.2% chose to watch live games on tablets.
In February 2021, the seven departments jointly issued the "Guiding Opinions on Strengthening the Standardized Management of Online Live Broadcasting", proposing to establish a standardized management system for live broadcast accounts by classification and level, to promote the high-quality development of the online live streaming industry. The "Code of Conduct for Online Anchors" released in June 2022 also proposes to establish and improve a credit evaluation system for online anchors, divide and manage them according to the credit score level of anchors, and establish a mechanism for the restraint relationship between platforms and anchors.
The relevant person in charge of Douyin Live said that in the future, it will continue to iterate the details of "health points" and regularly communicate with MCN institutions, anchors and other relevant parties to promote the development of the industry.
Prospective Economist APP Information Group
For more research and analysis of this industry, please refer to the "2023-2028 China Online Entertainment Live Broadcast Industry Development Prospect and Investment Strategic Planning Analysis Report" by Qianzhan Industry Research Institute
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