When the "Face Value" live broadcast overdraft is in progress: the bubble of Internet celebrities and the live broadcast economy is fading

with the rise of consumption upgrading and personalized consumption, live streaming and online celebrities will become more and more vertical, so that VJs and platforms can form a deep business binding instead of frequent job-hopping entertainment live streaming. VJs dominated by traffic and marketing are extremely easy to change platforms.

performance has soared and stock prices have plummeted. Momo, whose main business is live broadcast, has recently staged a capital paradox, behind which the bubble of online celebrities and live broadcast economy has faded, especially entertainment and live shows represented by "appearance". In the context of high cost and marketing, it seems to be on the road of overdraft in the future.

before the opening of US stocks on August 22nd, Momo disclosed its second-quarter results, with revenue of US $312 million, a year-on-year increase of 215%, and net profit of US $60.8 million, a year-on-year increase of 294%. Live broadcast revenue accounted for 83% of Momo's revenue. From a digital point of view, this is a beautiful performance, combined with the social transformation of strangers from the past, Momo tells a beautiful bottom rebound story.

but a few hours later, U. S. stocks opened with no face, and Momo shares plummeted, closing down as much as 20.14%. In many analyses, it is widely believed that the contrast is due to positive results. For example, Momo's share price has risen 80% this year, revenue and profit growth has slowed, and even profits have declined for two consecutive quarters.

if you take a closer look at the reasons, live streaming seems to have fallen into a strange circle of high input and high output. Momo's cost and expenditure in the second quarter were $233 million, an increase of 189 over the same period last year. Two important reasons given by Momo officials are the increase in anchors' share and marketing expenses. Correspondingly, Momo's live streaming subscribers declined in the first quarter and zero in the second quarter, respectively.

in the live broadcast industry classification, Momo is classified as pan-entertainment or live show, which is a typical representative of appearance economy, but the above signs seem to emphasize the arrival of the live broadcast ceiling, and it is not the fault of a Momo company.

the survey shows that both the size of users and the proportion of live streaming users in the overall netizens are on a downward trend.

specific to the ranking of live streaming companies, among the top 50 hot platforms, game live streaming has obvious advantages, occupying 9 seats, and 4 companies are in the top 10. On the contrary, the original largest variety of show, pan-entertainment live broadcast has begun to have less obvious advantages, and presents a serious "inequality between the rich and the poor" phenomenon. Live world analysis believes that, in terms of total, live show is still the mainstream, but has entered a weak period.

the reason is that LVB believes that the live broadcasting industry has shifted from eyeball effect to in-depth development, and only a more commercially promising model can attract anchors and users.

it is generally believed in the industry that singing, dancing, chatting and reward are the main business models of "appearance" live streaming, and the ability to expand the business is limited, and the platform and VJ are easy to cause disputes due to the proportion. In contrast, live games and e-commerce live streaming, in essence, game distribution and online shopping diversion, there are richer business scenarios in addition to reward, such as games can build IP extension products, e-commerce directly brings sales revenue, and there is no aesthetic fatigue for users.

LVB is judged that with the rise of consumption upgrading and personalized consumption, live streaming and online celebrities will become more and more vertical, so that VJs and platforms can form a deep commercial binding. Instead of frequent job-hopping entertainment live streaming, it is extremely easy for VJs to change platforms under the guidance of traffic and marketing.

Edit: mary