The audience pays to recharge the gifts for the anchor, the platform converts the gifts into virtual currency, the anchor extracts the virtual currency, and the virtual currency is extracted by the platform. If the anchor belongs to a trade union, it will be settled by the trade union and the live broadcast platform, and the anchor will be paid and partially drawn. This is the most common profit model of live broadcast products. Common pepper, Yingke, etc. All belong to this model.
The platform can set various gift pictures and types according to its own live broadcast characteristics. For example, some of our customers have wide brains and use spicy strips and feathers. As a gift name to increase the characteristics of the platform and distinguish it from other platforms.
2. Advertising mode (normal mode)
The live broadcast platform is responsible for placing advertisers' advertisements (including banner, live advertising map, etc.) in the App. ), live broadcast or live broadcast, and settle the fee with the advertiser according to the display/click or purchase.
3. Shopping guide mode
General e-commerce live broadcast products/auction products all adopt this profit model.
Anchor reds have their own shops (Taobao shop, micro shop, etc. ), or there are stores that need anchors for marketing promotion. When the anchor broadcasts live, it recommends the goods in the store, and users can directly buy or join the shopping cart with one click. At the same time, the live broadcast has discounts or participates in the auction. Finally, the anchor and the live broadcast platform are divided according to the established ratio.
4. Pay live broadcast
There are two modes of paid live broadcast, one is that the anchor needs paid live broadcast, and the live broadcast platform provides more advanced live broadcast services; The other is that the audience needs to pay for watching the live broadcast, the anchor sets the admission fee, and the platform and anchor are divided.
In addition, payment methods can also be divided into pay-per-view, pay-per-minute and so on. It is convenient for the anchor to choose the live broadcast mode independently and increase the live broadcast income reasonably.
5. Member value-added services
Members can be divided into anchors and spectators. After paying to become members, they can get exclusive privileges, such as some privileges that can be provided to anchor members:
① Open more functional rights in the live broadcast room, such as adding field control, raising the upper limit of chat room staff, doubling income, and opening a private live broadcast room.
(2) Status privileges, such as distinguished medal, accelerated upgrade, home page recommendation, etc.
For member audiences, you can provide some permissions:
① Functional privileges, such as: personalized praise, privileged gifts, video connection, stealth admission, etc.
② Identity privileges, such as avatar beautification, membership identification, admission special effects, etc.
(3) content privileges, such as watching specified (paid) content.
④ More other customization rights can be customized according to the characteristics of the live broadcast room.
6. Game combined transport
This kind of scene is very common in the game live broadcast platform. Game makers want to embed the game portal during live broadcast. If the audience clicks to download the game through the portal while watching the live broadcast room, the platform and the manufacturer will be divided into.
At the same time, the game live broadcast platform can also recommend the products and game props around the game, sell the products around the game at the same time of live broadcast, and increase the income of the game platform, which is divided by anchors, platforms and manufacturers.
In addition, there is a small game live broadcast mode, in which small games such as bullfighting and fried golden flowers are embedded. The anchor interacts with users to play small games, which increases the online time of users, and users buy gold coins to play games, which increases the income of the game platform.
7. anchor/program paid promotion
Similar to the advertising space sales model. The anchor can pay the platform to provide the promotion location exposure anchor, and the platform will settle the fee with the anchor according to the exposure and viewing volume.
8. quiz
This is similar to online gambling, a bit edgy, and will be used in live games/sports. The quiz platform is embedded in the live broadcast room. During the live broadcast, the audience bets through the quiz platform, and finally the quiz platform and the live broadcast platform are divided.
9. Copyright distribution
Which belongs to the secondary utilization of content. The live broadcast platform can protect the live broadcast content and provide it to the issuer in the form of copyright sale, and the issuer will process the content twice.
10, corporate publicity
The business model of To B live broadcast platform, enterprises pay live broadcast to live broadcast platform, or need live broadcast platform to provide technical support. The live broadcast platform provides services such as conference promotion for enterprises and finally provides viewing data for enterprises.
1 1, paid education
The business model of online education products, using live broadcast platform to sell courses, students pay for learning, and the live broadcast platform is finally divided into schools/teachers.
Other related products can also be sold on the education platform, such as a live broadcast customer in Fang Wei. As a live broadcast platform for teaching music courses, various related musical instruments can also be sold to increase other income of the education platform.
12, paid question and answer (live voice)
One of the business models of voice live broadcast products, respondents start the live broadcast and answer questions, and questioners need to pay to watch the live broadcast or check the answers, which are divided into platforms and respondents.
13, payment anchor operation tool
As a value-added service, it provides various statistical analysis tools for the anchor, guides the anchor to maintain fans, and improves the live broadcast effect. The functions that the tool can support include:
① Statistical function of live broadcast data
② Analysis of audience behavior.
(3) the audience relations maintenance function.
④ Suggestions on live broadcast optimization.
abstract
The above modes can exist independently or in a mixture. In short, live broadcast is essentially a channel for realizing traffic. Like news, e-commerce, videos, tools and other products, its value to users is to let users find their own interests, support their favorite anchors and consume their content. For the live broadcast platform, its business goal is to explore the user access path and tap the value of traffic.