Station B, which was half a beat slower in the live broadcasting industry in the past, is ushering in new opportunities. On the evening of January 8, station B held the annual live broadcast ceremony. According to the newly disclosed platform data, in 2021, the number of monthly broadcasters of station B increased by 50% year-on-year, the number of revenue anchors increased by 59% year-on-year, the per capita income of anchors increased by 38% year-on-year, and the overall ecology showed rapid development. In the view of insiders, "with the tightening of supervision in the second half of 2021 and the weakening of head live broadcasting, the live broadcasting industry will develop significantly, which gives new development opportunities to other platforms." In the "thousand broadcast war", station B was absent for a long time. Although the live broadcast of station B can be traced back to 2015, and station B launched the "Bili bilisheng broadcast", this substantive live broadcast function lacks sound volume for a long time. However, the rapid development of live broadcasting has never waited. In the past few years, some live broadcasting platforms that took the lead have seized the opportunity, like Betta and tiger teeth with a large number of game users. With the support of Tencent, they have firmly held the top position of the game live broadcasting platform in 2018. According to the survey data of the State Administration of market supervision, in 2021, tiger teeth and Betta had more than 40% and 30% of the downstream game live broadcasting market respectively. The cooperation between tiger teeth, Betta and Tencent constituted a strict barrier to the game live broadcasting industry. However, this barrier is no longer strong. In particular, in July 2021, relevant state departments stopped the merger of tiger teeth and Betta, which indicates that the game live broadcast competition will still evolve and the two are still losing. Kwai Kwai look at fiercely as a tiger does, tiktok and tiktok are among the most popular live broadcast platforms in the world. The live broadcast of station B started late. In 2019, Chen Rui, CEO of station B, said in an interview with latepost later, "our domestic animation is late. If we had done it a year earlier, there would be no other home; we don't pay enough attention to live broadcasting. Station B is the largest game video platform in China. Why didn't we make it the largest game live broadcasting platform in China?" In the past two years, station B tried to make up for this lesson. For example, introduce professional teams to manage operations, build MCN infrastructure, invest funds to buy the copyright of E-sports events, etc. In 2019, Chen Rui said at the earnings call that the live broadcasting business of station B is not only a revenue business, but also a necessary capability of station B, because it is a complete content ecology, and live broadcasting is an important link of the whole ecological environment. By the second half of 2021, with the dust of the "thousand broadcast war" settled, the outside world seems to see the future of the live broadcasting industry. For station B, the live broadcast is more like a battle of Normandy, but the end has not yet come. Why does station B do live broadcasting? For major Internet companies, live broadcasting has always been an important cash flow business of the company, and the efficiency is very high. In the past few years, with the support of capital, the whole live broadcasting industry platform has fallen into inferior competition regardless of cost. Digging anchor and anti prosecution anchor have become the concerto of the whole industry. In 2017, the Jedi survival anchor sy of Betta changed jobs. Previously, it was also rumored that tiger tooth spent more than 15 million yuan to poach the fish fighting Wei Shen and his team, and signed Uzi with 100 million yuan. In 2018 and 2019, the game live broadcasting business will send tiger teeth and Betta to the market; In 2019, the total income of Kwai Chung was 50 billion yuan, and the direct income was 30 billion yuan. However, for a long time, live broadcasting is not the highest priority business of station B. In 2018, station B was listed. At that time, the user scale and revenue scale of station B were not large. In the fourth quarter of the same year, the monthly living was 92.8 million, and the total annual revenue was 4.13 billion yuan. In this case, station B must spare no effort to cultivate user growth and launch the circle strategy. At that time, station B needs to face up to the platform traffic. However, live broadcasting in the community is a traffic consuming business, that is, there will be a loss when the platform traffic turns to live broadcasting, so the basic premise for live broadcasting on the platform and community is to have a large user base. Only when the user's overall market is done, can the traffic turn to live broadcasting and effectively penetrate and transform; Only by raising the revenue of the platform can more resources be invested in the live broadcast and the two rounds can turn. But at that time, the monthly live users of station B were less than 100 million, and the resources that could be gathered were limited. How to play live broadcasting? It's hard to control. Therefore, the strategy of station B is to get through step by step. In the top-level design, station B introduces professional team management. At the end of 2019, station B signed a contract with Feng Timo. Since 2019, the outside world has paid more attention to the live broadcasting business of station B. Then in 2020, station B introduced Wang Yuyang, the former CEO of geese culture, to be responsible for the live broadcasting business. On the content side, choose to carry forward the foundation of station B. At the end of 2019, the industry heard that station B spent 800 million yuan to shoot the three-year exclusive live broadcast copyright of the global finals of the League of heroes. In August 2020, station B and fist game jointly announced the strategic cooperation of hero League global events. It is reported that station B has integrated game video and game live broadcasting services by the end of 2020. This integration includes not only the integration of personnel, but also the integration of the two businesses in traffic, creator ecology and operation incentive strategy. Thus, station B can improve the efficiency and cooperation of community operation for the big category of games, and provide more intensive resources for supporting anchor and up host. This is also in line with the extension of the basic business of station B games. In terms of content, the game is an important content category of station B. At the revenue level, a large part of the revenue of station B comes from game agents and distribution. On the one hand, players start a game because of good quality and good experience, on the other hand, they are affected by their favorite up masters. Therefore, in station B, a circular chain of issuing games - game videos - live games - users downloading games can be formed. This also makes station B live broadcast different from other live broadcast platforms. Major game manufacturers are more willing to invest in the operation cost of station B special area. According to the latest released data, the live data and video data of game category of station B in 2021 have increased significantly. In the field of live game broadcasting, the monthly broadcasting volume of station B increased by 79% year-on-year, and the monthly viewing number increased by 60% year-on-year. In the past year, the game area received more than 38 million video contributions, a year-on-year increase of 58%, with a total duration of nearly 8 million hours. This background is the rapid growth of the user base of station B and the expansion of revenue. In the first quarter of 2020, the revenue of station B was still 2.32 billion yuan and the monthly live users were 172 million. In May of the same year, the market value of station B exceeded iqiyi for the first time. By the third quarter of 2021, the revenue of station B has reached 5.21 billion yuan and the monthly live users have reached 267 million. Users and community content are two rounds of each other. The increase of user base and the strategy of going out of the circle bring richer people, driving the diversified supply of community content, such as live broadcast, variety show, film and television and so on. This law has been verified again and again in the development history of station B. According to the financial report of the third quarter of 2021, the value-added service covering live broadcasting and large member business has become one of the fastest-growing business modules of station B. The business revenue increased by 95% year-on-year to RMB 1.91 billion, accounting for 36.7% of the revenue. It continues to be the most profitable business in station B. Behind the shift from "not paying enough attention" to attention, there have been significant changes in the whole industry, as well as in the user and content side of station B. The third way out of the live broadcast of station B It is worth noting that with the development of live broadcasting industry, live broadcasting on pure traffic platform is facing more and more challenges. In July 2021, after tiger teeth and Betta failed to pursue merger, they had to move towards the construction of community-based platform. However, it is too difficult to rely on the game live broadcast business. This kind of ecological community that highly depends on the head anchor is doomed to fail. Compared with the Kwai Yue and the voice entertainment, there are also the pure game live platform of tiktok and tiger tooth. The idea and method of B station's live broadcast are slightly different. Tiktok and Kwai Yin are widely used for entertainment and live broadcast, and naturally more rewards and revenue are needed. There is a highly dramatic and tense atmosphere between creators and between creators and users. However, the responsibility of the platform is to expand the cake and mobilize the elements of all parties. Station B is taking the third way in this regard. It is trying to promote the integration of video content producers and live broadcast producers. In the first quarter of 2021, Chen Rui said at the earnings conference that in the future, live broadcasting will become the ability of every up owner. The live broadcasting business of station B is endogenous and has nothing to do with external competition. Figure / visual China In a sense, the live broadcast of station B is to serve the community ecology. It cannot compete head-on with the outside independent of the existing video business and creators. It needs to be more integrated into the video creation itself and become the basic tool of up master in station B. What can up master do in the blank period of video creation and editing? Interact with fans through live broadcast to strengthen stickiness and retention. Live broadcasting and submission form a two-way cycle, thus promoting the overall content growth. On the one hand, station B is the main station in the excavation support station. For example, since 15 years ago, the up main player in the game area of station B, Shaobei, has become the head game anchor in the station, with nearly 6 million fans. On the other hand, station B is also actively introducing "foreign talents". The champion of BLS in 2021 is Feng Timo, who signed the contract for station B in December 2019. The same driving mode is performed in the field of knowledge zone and pan entertainment live broadcast. More and more up hosts are broadcasting, and more and more anchors contribute to become up hosts. For example, Luo Xiang and Dai Jianye are also opening live broadcasting to share knowledge content. In July 2021, the "hard core half Buddha immortal" of the up master in the knowledge zone was broadcast to talk about the development history of the live broadcasting industry, and many up masters such as Ma dugong, Dong Jianing and Gu Zhixuan talked about the industrial development history. Anchors such as Feng Timo and Xiao shener are also trying to contribute to vlog, dance and music. Meanwhile, old fellow tiktok Kwai, compared to the fast old iron, the UP owners at B station are more respectful and more harmonious to fans. The reason is that the B station's fan tune and the difficulty of becoming a UP master is relatively high. Jin yechen, a partner of high creative services, once mentioned in the live broadcast that at that time, more than one million up owners would be equipped with two operators for live broadcast, "this is a thing that is difficult to imagine on other platforms." Station B has a rich supply of live broadcasting, which also attracts more users to participate. According to statistics, the monthly broadcast duration of station B in 2021 increased by 140% year-on-year, and the monthly viewing duration increased by 70% compared with 2020. Meanwhile, according to the financial report of the third quarter of 2021, the average monthly paying users of station B increased by 59% year-on-year to nearly 24 million, and the payment rate increased to 8.9%. In the conference call, CEO Chen Rui said that the user quality of station B is very high, and the payment rate is expected to reach double digits in the future. For video creators, live broadcasting provides a channel for them to realize their traffic. At the same time, it also provides new traffic for each special area of live broadcasting. For the anchor, creating video can accumulate fans and bring some video creation income. Whether it is games, pan entertainment, knowledge, life, or virtual idols, with the further improvement of the integration with the ecology of station B, it will produce a better self circulation content ecology. What station B needs to do is to build a good framework and maintain basic order and services. According to statistics, in 2021, the number of live broadcast creators of station B further increased year-on-year, and the number of monthly broadcast creators increased by 50% year-on-year; The integration trend of live broadcasting and pugv ecology is significant, and it is open