EXCLUSIVE: TMTPost Debuted the Most Comprehensive & In-Depth Report into the Chinese Online Live Streaming Industry
摘要： Want to understand the behavior trend of young internet users in the era of new marketing and live streaming? Want to find tentative suggestions for future development?
From the aspect of capital and market, we can tell that the Chinese live streaming industry has undergone a major reshuffle after the past two years. As a result, the basic competition landscape has gradually been formed.
For the past two years, live streaming was undoubtedly one of the most hot-spot investment areas in the Chinese capital investment circle, with new live streaming platforms established one after another.
Today, live streaming has already risen into a new form of content distribution and has been expanding its influence in other industries as well. In fact, its influence has gone beyond the public and towards enterprises.
Whether for enterprises in need of external publicity, or professional content production and marketing organizations, live streaming has already become their mainstream information distribution gateway. Large platforms and enterprises have all been attempting to make use of this new media form to grab as many streamers, platform and user resources, win over more young users and improve their competitiveness as a result.
To disclose the mystery about live streaming users and understand the internal operation mechanism behind live streaming platforms, TMTPost teamed up with New Media & Communication Institute, Qingdao University of Technology and initiated the “2017 Research over User Behavior and Mentality of Online Live Streaming Users” in March 2017, with TMTPost columnist Dr. Ning Chang as the project leader.
In our research, we interviewed 2,007 live streaming users and comprehensively interpret their user behavior through thirteen aspects, including watching mentality, consumption behavior, attitudes towards ads, ads effectiveness, willingness to pay for paid live streaming content, etc.
On August 15th, TMTPost officially debuted “2017 Report: An In-Depth Observation of Online Live Streaming Young Users”. To present the public of actual “way of survival” of Chinese online live streamers through first-hand interview and research findings, Chang also issued two special reports, titled “An In-Depth Interview with Female Streamers: Going Back and Forth Between the Virtual and Real World” and “The Way of Survival for Streamers in the Post Live Streaming Era”, during the research.
In our research, we focused our attention primarily on young live streaming users. In fact, 81.9 per cent of our respondents are at the age of 19 to 39. Following are some of our findings:
- Public Attitudes
Over half of our respondents (51.5%) made it clear that they “thought the online live streaming industry quite promising”, 40.4 per cent of respondents held a neutral attitude towards live streaming, while the rest 8.1 per cent were quite concerned about it. In general, a majority of users do hold a positive attitude towards the online live streaming industry.
- User Mentality
According to the report, live streaming users relate more to streamers they followed and would show them greater support. While 66.1 per cent of our respondents would like to see streamers that they liked become more popular, only 5.5 per cent didn’t think so. Nevertheless, as streamers become increasingly popular, it’s natural that subtle change of mentality would occur among some of their older fans.
Through further research, we find that as streamers get popular, some of their older fans would get really proud. In fact, 55.1 per cent of our respondents made it clear that they would feel so.
In other words, young users not only hold a positive attitude towards the live streaming industry, but also relate a great deal to streamers they liked and want them to become popular or even rise into online celebrities. Therefore, they would be willing to show greater support to streamers they are fond of.
To wrap up, online live streaming platforms were first established to get everyone involved and make it a new way of life, though online. Such decentralized design would make individual users feel more sense of achievement and existence and enjoy greater freedom at the same time. In this sense, recognizing, following and even touting a streamer is actually one way of self-recognition.
Through in-depth data mining and analysis, we finally present you here a 20,000-character report filled with visualized charts. More importantly, however, we include in this report some of our key findings as well as marketing tips for further development.
More specifically, “2017 Report: An In-Depth Observation of Online Live Streaming Young Users” is comprised of three chapters, including:
1. User Portrait of Four Groups of Live Streaming Users
2. Consumption Habits & Differences of Different User Groups
3. Key Factors Affecting User Attention and Retention of Live Streaming Platforms
4. Future Development of Online Live Streaming
5. Major Contributing Factors for the Formation of Three Groups of Live Streaming Platforms
6. Five Mentalities Affecting User Behavior
7. Two Internal Mechanism Affecting the Operation of Live Streaming Platforms
8. From Live Streaming Watching, Interaction to Mentality and Consumption
9. A Glimpse of the Development Trend of Online Live Streaming via Multiple User Consumption-Related Factors
10. A Discussion of the Feasibility of Paid Live Streaming Business Model based on the Attitudes of Different Groups of Users towards Live Streaming
11. Three Fundamental Mentalities behind Users’ “Tipping” and “Rewarding” Behaviors
12. Size of Effect of Different Forms of Ads
13. “Reactive Power” towards Ads of Four Groups of Live Streaming Users
Research Project Leader
Ph.D from Communication University of China, professor, media worker and columnist. His primary interest lies in new media & communication, social media and consumer research and he’s long been following global technological advances. He’s also a veteran journalist and columnist at TMTPost and won “Top Ten Columnists of the Year” for four consecutive years.
New Media & Communication Institute, Qingdao University of Technology
New Media & Communication Institute from Qingdao University of Technology is a rising third-party research organization dedicated to any data mining and analysis related to media, communication, user behavior and mentality and marketing, etc. Its mission is to hold unique points of view, know exactly what’s to be researched into and what problems are to be solved, and be able to conduct research in an insightful, in-depth, practical, incredulous and scientific manner.
For New Media & Communication Institute, a quality research report has to be more like an action guide based on thousands of clues and filled with unique findings and opinions.
An independent, professional and efficient financial information platform towards the primary market dedicated to providing the most professional and valuable information and service for the Chinese tech and innovation circle.
An In-Depth Observation of Online Live Streaming Young Users”
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[The article is published and edited with authorization from the author @CheckZeit. Please note the source and hyperlink when reproduce.]
Translated by Levin Feng (Senior Translator at PAGE TO PAGE), working for TMTpost.