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直播行业或将出现合并 谁将成为直播界滴滴?
2017-08-11 13:03:53 中国青年网
中新网8月11日电 在互联网行业,“分久必合,合久必分”的态势体现的尤为明显。长达半年的打车大战之后,滴滴、快的合并;激烈拼杀的大众点评、美团最终达成战略合作。无独有偶,直播领域亦曾历经“千播大战”,如今也面临头部平台惨烈厮杀的境况,因此,不少人认为直播必如同打车、团购行业一样,将进入合并时期。
根据Trustdata发布的《2016年移动直播行业分析报告》显示,花椒直播、映客、一直播等三大泛娱乐移动直播平台总使用时长占比超八成,头部平台的集中态势日益明显。而根据中国互联网络信息中心的统计数据显示,截止2016年12月,直播行业用户规模已经占据中国互联网用户近47.1%的比例,业内人士则预计增长率在2017年将大幅下降。也就是说,直播市场的余量已相对狭小,头部平台市场份额的增长无疑会趋于缓慢。
在这种情况下,今年5月份,多家头部直播平台均获得巨额融资,其中花椒直播更是独揽10亿元资金,大量资本的注入势必会将平台之间的竞争推向新高潮。而经过观察发现,这些头部平台,不论是游戏直播还是泛娱乐直播均以综合平台为发展方向,这必然会形成惨烈的拉锯战。
比如,花椒直播在娱乐资源的基础上,一方面推出《卡拉偶客》直播版、《天黑别关灯》等优质PGC节目,一方面还大举进军游戏领域,并宣布投入1亿元人民币用于游戏内容的引入和游戏主播的扶持,开始全方位发力挖掘多元化优质内容,打造“一站式”直播平台。游戏直播如斗鱼直播则引入自媒体节目《大飙车》丰富平台全品类直播内容;熊猫直播提出“内容为王”,上线《Hello!女神》、《小葱秀》等诸多优秀节目,趋同的发展方向则将带来硬对硬的正面战争。
市场余量狭窄,行业增速渐缓,再加上趋同且激烈的头部竞争,显然,头部平台难以迅速拉开差距,这必将是一场持久战。处于资本逐利本性,直播平台背后的强大资本力量必将效仿打车、团购行业谋求合并,快速拉开与其他平台的差距,从而形成直播行业里的“巨无霸”。花椒直播副总裁郭鹤也表示:“资本推动下,直播行业未来并不排除会如同滴滴、快的一样产生竞合,从而为行业带来全新的气象。”
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