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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

“从粉丝数量上看,这些直播平台上就连头部主播的粉丝都在成倍下滑。”一位不愿意透露姓名的前业内人士向记者透露,在2016年上半年,几大直播平台上排名前五的头部主播活跃粉丝数据可以达到几十万个,到了去年年底,活跃粉丝数据就已下滑到5万个,今年也许更厉害。“对于直播平台来说,要想存活下去,就需要优质的主播吸引流量,提高用户留存。所以,现在都在下大力气培养明星主播,让旗下潜力主播出演影视作品、出唱片、参加重大活动,以此提高曝光量。但在疯狂烧钱培养的背后,直播平台至今仍然没找到一个清晰的盈利方式,这才是更糟糕的。”

网红经济下半场洗牌

“风口”过后,网红经济会怎么走?艾媒咨询发布的《2016年中国在线直播/网红行业专题研究报告》显示,网红经济发展具有四大痛点:一是低俗文化倾向随时可能遭遇封杀;二是运作模式的同质化与可复制性,易产生审美疲劳;三是资本的介入将影响内容创作整体风格;四是受众转移成本低。

“这个市场上,本来就不需要那么多的直播平台,这轮泡沫确实需要挤一挤。”一位曾经投资过直播平台的风投人士直接告诉记者,在未来,只有用户规模达到千万级别、形成了直播和用户之间稳定生态关系的直播平台,才有存活下来的可能性。至于如何盈利,现在还在探索之下,“至少先要做到规模够大吧。”

来疯直播总裁张宏涛也表示,对于直播的下半场,谁能够有效控制获客成本和分成成本,尽早把自己的平台变成能够产生净利润的平台,谁就能笑到最后。而保守估计,未来有80%至90%的平台会被淘汰,这也意味着整个直播市场会持续进入缓慢下降的过程。

本报记者 赵莹莹 制图 张迪

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