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网红主播粉丝减少收入下降 网红经济面临洗牌

2017-06-07 17:06:15   北京晚报

然而,在光鲜的掌声之下,身处行业之外的人很难想象到的是,月收入过万元并非“网红”们的普遍生存状态,普通“网红”的薪水甚至比不过在写字楼间工作的基层白领。

晓静(化名)就是今年刚刚入行的普通“网红”,做了将近3个月的主播,每月的收入最高时也就在4000元上下。“因为我的粉丝少,也没有人给我刷大额的礼物。”晓静笑着说,她没有经历过那段最火的时刻,而在她所认识的同行中,像自己这样月入几千元的普通“网红”其实是绝大多数,“不过,因为我只是兼职,家里也不缺钱,对收入倒没那么在意。”

“腾讯研究院”最近推出的《2017网络主播新风尚:4500多位主播告诉你的直播真相》报告中就写道,在对全国4500多位主播进行问卷调查后统计发现,直播月收入1万元以上的头部主播占比仅为5%,而月收入在1万元以下的普通主播占比却高达95%,其中月收入仅在100元以下的主播占比超过7成。也就是说,主播收入呈现出“L形分布”的特点,只有处于头部的少部分主播才能够实现外界传言的高收入,大部分主播的直播收入都处于中低收入水平。

“网红这个行业的真相是,光鲜的永远是很小一部分,大部分人都在‘搬砖’。”一名经纪人告诉记者,过去,他除了培养兼职“网红”,也培养专职“网红”。不过,从今年4月份起,他已经放弃了专职“网红”,因为入不敷出,投入的培训费、包装费等根本赚不回来,“网红行业的变化太大了,今年可是大大不如去年了。”

头部主播粉丝也成倍下滑

在采访中,无论是“网红”本人、经纪人,还是行业从业者和风投人士,所有人给出的一个共同结论是,网红经济的“风口”已随着2016年过去了。

表现之一就是,那些最爱凑热闹的企业,在去年的新品发布会中,乐此不疲地邀请着“网红”主播坐镇,“网红”们一度PK掉了传统的意见领袖,成为新一代的KOL。然而,到了2017年,这些烈焰红唇的主播们集体从企业发布会的平台上消失了。

“我认识的一名大‘网红’,能上花椒、映客等直播平台前10的那种,现在就靠着在朋友圈给产品做点广告挣钱了。”一位业内人士告诉记者,从她的观察看,从今年1月份起,网红经济的势头就开始明显表现出下降的趋势。

表现之二就是,因为涉黄、违反规定、资金链断裂等原因倒闭的直播平台数量正在不断增加,据不完全统计倒闭平台已经超过15家,在资本市场中,那些依然风光的直播平台估值也在下降。估值一度高达70亿元的映客直播,最近却以35亿元“卖身”给了一家公关公司,就有评论认为直播行业已进入“山雨欲来风满楼”的节奏。

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