Big earthquake in the live streaming industry! Restricting joint live streaming pk, canceling the reward leaderboard, the top one has become history.

From now on, there will be no more top one in the arena.

On May 7th, four national ministries took strong action and released the 'Opinions on Regulating the Online Live Streaming Rewards and Strengthening the Protection of Minors.' In these opinions, there are two regulations, which directly hit the show live streaming, targeting the pain points.

One is cancelling the reward leaderboard, the other is restricting the gold time slot pk joint live streaming, these are the two core scenes where anchors earn money and traffic.

Cancelling the reward leaderboard means there will be no more top one in the future. Also cancelled are the popularity leaderboard and hourly leaderboard created by gifting, indirectly canceling the traffic recommendations for the anchors.

So, what does restricting the gold time slot joint live streaming pk mean? You must know that many anchors now earn traffic by joint live streaming pks. The more pks they have, the more audience they reach. Why would people spend money on you, give you gifts? Of course, it's because they want to see the anchor being punished in a pk. The punishment could be singing, dancing, or other sensational behaviors, not going into details here.

This regulation prohibits anchors from pk during the peak gold time, each person cannot pk more than twice, and cannot set pk punishment segments. Basically, the ways to easily earn traffic are blocked.

This should be considered one of the few good things this year, after all, the disappearance of the top one has been long awaited by everyone.

In history, the top-ranking big brother has caused too many absurd incidents. When Qiao Biluo revealed her true appearance, the top-ranking big brother deleted his account overnight and fled with a train on his back; a 59-year-old top-ranking big brother in Hangzhou loaned 0.81 million online, spent all the money on a female anchor, and was blacklisted. Just by searching on Baidu, you will find countless stories of love, hatred, and grudges between the top-ranking big brother and the female anchor.

But have you noticed that these top-ranking big brothers are not the foolish rich men we think they are, but middle-aged men who appear to be honest and sincere. They may be so down-and-out that they can't even afford to eat, yet they are willing to spend all their money on gifts for female anchors.

Those influential top-ranking big brothers are either unsuccessful in their careers or have family troubles, they are marginalized by society. In this situation, they can only find satisfaction by giving gifts in live streaming rooms. The more gifts they send, the more attention the anchor pays to them. In the repeated 'thank you, big brother,' they gradually lose themselves, spending hundreds, thousands, even millions on gifts, willing to go bankrupt to help the anchor top the charts.

What if there are no generous top-ranking big brothers? Then they create one themselves.

Live streaming guilds will send a tycoon to the live stream room, spending hundreds of thousands at once to boost the atmosphere. The fans below will think, 'If I spend a few thousand, it shouldn't be a big deal, right?' Unable to be the top-ranking big brother, they at least strive for second, third, or fourth place, feeding their fans' competitiveness, and gifts start pouring in.

The money spent by the guild, aside from a small fee paid to the platform as a toll, can be mostly recouped. But the money spent by fans is all given away for free, to the anchor, the guild, and the platform, like an unexpected windfall.

This kind of behavior is not uncommon, but rather has become a kind of unwritten rule. In 2019, a well-known short-selling institution, Muddy Waters, revealed that in an event, YY's annual champion anchor, Lao Li, artificially inflated 7 million yuan. During the Douyu Fan Festival, the 'League of Legends' anchor PDD used his girlfriend's account to artificially inflate 20 million at once.

This tactic is very similar to the initial greed of 'The Legend of Mir' game, where a group of people swindles one person, inducing them to spend money to satisfy their vanity, mostly targeting middle-aged men.

Looking back at the issue of live streaming, live streaming regulations have actually been tightening in recent years, with each new policy being like peeling off a layer of skin.

For example, the previous "Measures for the Operation of Internet Performance", restricted guilds from falsely giving gifts and inducing others to consume by acting. Also, restricting minors from giving rewards, so the pressure of live streaming revenue has shifted to adults.

However, major live streaming platforms have their own ways of coping. Early platforms like 6.cn, Huajiao, Yingke, Momo, these live streaming apps, some chose to transform, while others almost died off.

The most typical example is Yingke, the first live streaming stock listed in Hong Kong, as the name suggests, originally relied on 3.176 billion yuan of live streaming revenue, accounting for 95% of total revenue. But what is Yingke doing now? Live streaming, dating, socializing. It has attached other labels to itself, reducing the proportion of live streaming revenue to 30%.

On the other hand, a negative example is Momo, also started with live streaming but now its stock price has dropped to a low point, and it is evaluated as a short sell by Snowball.

In addition to platforms, live streaming guilds will also be affected. Taking the mcn institution Wuyou Media behind Liu Genhong as an example, it used to be a large live streaming guild, but later transformed, started making short videos, doing live stream e-commerce, because it's really not that easy to make money from live streaming shows.

Without the support of the big brother in the ranking, will live streaming shows disappear? The answer is no. Each new policy is guiding the market towards a more standardized and reasonable direction. As long as the reward mode is not canceled, live streaming shows can survive.

Moreover, where there are policies, there are countermeasures. This time it's just the removal of a single-dimensional reward list, but actually, even after incorporating fan views, likes, and interaction into the ranking criteria, a popularity list can still be created.

But this time, the donors will be more rational, which can be considered as pulling some of the big brothers out of the quagmire.

By / Chen Yiting

$Hello Group (MOMO.US)$$INKEVERSE (03700.HK)$$JOYY Inc (JOYY.US)$

48K Views