Every reporter: Xu Lianlian Every editor: Du Yi
On the stage with bright lights, Lin Yilian, Xue Zhiqian, Liang Yongqi, Wang Xinling, Gem Gem and other stars appeared in turns, but unlike the previous performances, this time, they have their own temporary "CP": majors from Momo Anchor.
Image source: provided by the organizer
This is a special scene that appeared on Momo Live on the evening of January 7, 2020. There is often a line between stars and anchors. The popular anchor broke the circle and became a star with high commercial value. In recent years, platforms such as Momo and Douyu have also stepped out of star singers such as Dazhuang and Feng Timo.
However, it is undeniable that although the road of live star making is favored by major platforms, the success of star making not only tests the operating ability of the live broadcast platform, but also tests the professionalism of the anchor himself. From the "2019 anchor professional report" released by Momo, many anchors are also the same as ordinary white-collar workers. The report shows that 24.1% of professional anchors have monthly income of more than 10,000.
24.1% professional anchors earn more than 10,000 yuan per month
Now people always habitually call 2016 the "first year of live broadcast". With the popularity of smartphones and 4G networks, thousands of live broadcast platforms were born and nearly 350 million live broadcast users were born that year. With the successful listing of Douyu in 2019, the front-line live broadcast platforms have completed their ambitions in the capital market.
The report shows that the overall number of users who watch mobile live broadcasts is young, with post-90s accounting for 23.7% and post-95s accounting for 18.5%. 74.8% of the users surveyed said that they watched live broadcasts for more than 30 minutes each day, and 32.1% of users watched live broadcasts for more than 2 hours per day. Among them, the younger the users, the longer they watched live broadcasts. 32.7% of post-90s watch live broadcasts for more than 2 hours every day, and the post-95s ratio is 33.6%. At the same time, men love to watch live broadcasts more than women.
The report also shows that the age of the anchor is also becoming younger. In 2019, 33.4% of the interviewed anchors were professional anchors, compared with 31% in 2018 and only 27.6% in 2017. Nearly half of post-95 anchors are professional anchors, and professional anchors account for 49%, and post-90 anchors account for 38.3%. After 2018, professional anchors accounted for 45.6%, and post-90s professional anchors accounted for 36%. The crowd engaged in the profession of anchor also has obvious regional characteristics. There are far more professional anchors in the north than in the south.
With the overall standardized development of the live broadcast industry, the anchor has gradually changed the impression that people are “not doing business”. The latest statistics show that 73.4% of respondents believe that “anchor is a profession”. The "Report" pointed out that 26.9% of professional anchors live longer than 2 years, and the higher the professional stability of higher-educated anchors, the higher the degree of live broadcasts for undergraduate diplomas for more than 2 years, accounting for 22.8%, the master's degree education for more than 2 years The ratio is 31%.
Among anchors with income over 10,000 yuan, higher education accounted for a higher proportion. Among the anchors whose monthly income exceeds 10,000, college education accounted for 10%, bachelor's degree accounted for 18.1%, master's degree or above accounted for 25.4%, of which 16.9% of master's degree and above degree anchor income was above 50,000 yuan.
Earlier, the live broadcast platform signed tens of millions of anchors, making people full of curiosity about the industry. However, it can be seen from the report that, for most anchors, live broadcasting is a job, and the income is equivalent to that of ordinary white-collar workers. Top anchors are still rare.
How far is the anchor from the star?
According to CNNIC data, as of June 2019, the number of online live broadcast users in China reached 433 million, an increase of 36.46 million compared with the end of 2018, accounting for 50.9% of the total netizens. After surveying nearly 10,000 mobile users, it was found that mobile live broadcast users have three characteristics: young user groups, strong stickiness, and mature payment habits.
The report shows that 79.4% of users will pay for live broadcasts each month, accounting for nearly 80%. Among them, users who paid more than 500 yuan per month accounted for 28.4%, and users who paid more than 1,000 yuan per month accounted for 19.8%. Men prefer to pay for live broadcasts than women. The proportion of men who pay more than 1,000 yuan per month for live broadcasts is 22.8%, and women are only 7.6%.
Momo entered the capital market earlier, and has been listed for more than 5 years. From the perspective of revenue structure, Momo ’s live broadcast revenue is still an important revenue pillar. According to the third quarter 2019 financial report released by Momo at the end of November, Momo's live broadcast service revenue in the third quarter of 2019 was 3.28 billion yuan, an increase of 18% year-on-year and accounting for 69%. In the third quarter of 2018, Momo's live broadcast revenue accounted for 76%, which was lower than 80% for the first time. After that, the live broadcast revenue accounted for 77%, 72%, and 75% in the next three quarters.
In addition to live broadcast revenue, value-added services including member subscription services and virtual gift services are Momo's second largest source of revenue. Compared with other live broadcast platforms, Momo Live's revenue share is relatively low, and its income diversification structure is more obvious.
Like other live broadcast platforms, Momo is also in the tide of live broadcasting. From the perspective of breaking the circle, Douyu successfully launched Feng Timo. Earlier, Feng Timo left Douyu to sign the B station's high signing fee, which has proved that an outcast anchor has extremely high commercial value. From Momo's point of view, Dazhuang, the most successful out-of-stream anchor currently launched, has become popular with the Divine Comedy "We Are Different".
Image source: Feng Timo Weibo
Judging from the way of making stars, Momo already has its own methodology. Momo has provided a series of entertainment star development channels for its anchors to create exclusive singles, offline performances, artist training, and participation in film and television dramas, increasing the exposure opportunities for anchors.
In 2019, major idol variety shows are frequently shot, and the newly debuted men's and women's groups are dazzling and make people feel that "the fans are not enough." From "Internet celebrity" to "Idol", this road must be difficult. However, at the scene, there was also an analysis by a practitioner that users of live broadcast platforms are generally highly sticky. The benefit of live broadcast platform starmaking is that they can use the platform's traffic advantages and operating capabilities to quickly accumulate fans for the anchor, but there are also disadvantages. There is a big difference between the circle and the entertainment circle. At present, no platform has explored a particularly mature star-making model, and it is generally still in the stage of hard exploration.
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