1. Shopping
It can be said that the prototype of shopping live broadcast comes from TV shopping channels. In the past, the model of TV shopping channels was "beautiful models display + host hawking", but now the popularity of online shopping has basically made the TV shopping industry lose its living space, and it has turned into a platform where Internet celebrity anchors combine both display and sales. Function.
Shopping live broadcasts are currently mainly about various Internet celebrities interacting and socializing with fans on the "e-commerce + live broadcast" platform to achieve the purpose of selling products. The main platforms include Taobao, Jumei, Vipshop, and Youku Live.
Development status:
Although the most direct conversion of shopping live streaming is product sales. E-commerce platforms such as Taobao, Jumei and Vipshop can only be regarded as "latecomers" when they launch live streaming functions. Because of mobile social platforms such as WeChat, Weibo, Meipai, and Xiaokaxiu, a large number of Internet celebrities with product sales channels have gathered since 2014. Immediately after the second issue of 2015, live broadcast platforms focusing on social networking and appearance such as Inke and Huajiao also became the main battlefield for Internet celebrities.
2. Entertainment type
Entertainment live broadcast originated from the early YY Entertainment and Six Room Show Live Broadcast. The content is more professional and richer than the show live broadcast that simply attracts attention.
Development status:
The current platforms that mainly promote entertainment live broadcasts are YY, Meipai, and Douyu. Because YY started early, YY Voice, YY Sports, and YY Entertainment have accumulated 1 billion registered users. Now it has developed to the current YY Live Broadcast. Its anchor and content classification system, anchors and the brokerage company service team behind them are relatively complete.
3. Professional fields
There are not many online platforms that target professional vertical fields. The ones that focus on sports events are LeTV Sports, Live Bar, and Penguin Live. Those focusing on business activities include Weihou Live, those focusing on financial analysis include Mad Niu Live, and YY also has a financial live broadcast platform "Zhi Niu". Meipai’s live broadcast coverage is also relatively comprehensive, and live broadcasts in professional fields are also covered.
Development status:
Live streaming apps in the professional field are aimed at people who need to obtain information and knowledge. Contents related to sports events, stock market analysis, and business activities require a higher level of attention from anchors in their explanations and content due to their high professional threshold.
4. Celebrity reality show type
Celebrity reality show live broadcasts generally involve chatting and interacting with fans in a brand or individual live broadcast room at a predetermined time. Compared with Internet celebrities who compete for their looks and talents, and e-sports anchors who compete for their skills and eloquence, it is obviously easy for celebrities with their own huge fan base to live broadcast and gather millions or even tens of millions of viewers.
Development status:
Celebrities go on live broadcasts to interact with fans, mostly for publicity purposes, to build momentum for their new works or brand endorsements. Moreover, celebrities usually have a heavy workload and do not have the time to stay on one platform for a long time like game anchors and Internet celebrity anchors. Therefore, although it is very attractive, a live broadcast platform that only relies on the influence of celebrities cannot guarantee the retention rate of users.
5. Games
Game live broadcasts are mainly about games and e-sports competitions. Anchors need to show and explain their own or others’ game/match process in real time. Domestic game live streaming users are currently mainly concentrated on platforms such as Douyu, Huya, Zhanqi, Longzhu, Huomao, and Panda TV.
Development status:
Internet giants are currently accelerating the layout of domestic e-sports game live broadcasts. Tencent not only invested in supporting its own Longzhu live broadcast, but also participated in Douyu’s Series B financing; Alibaba Sports recently spent 100 million to create e-sports competitions. Although huge capital flows are pouring into this field, due to the high cost of bandwidth storage and anchors, the profitability of various game platforms is not ideal.