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    2018年网络视频直播发展研究报告

    摘要

    2018年,直播行业分化加剧:头部主播、头部平台聚拢了更多流量、资本和经济收益,中部直播平台遭遇主播流失、资金链断裂等困境,若干中小平台直接退市;行业依然充满活力和不确定性:兼并收购动作不断,新增两家上市企业,表现亮眼,也有新增入局者,实力不凡;但从用户使用率和资本融资额两个重要指标来说,直播行业整体进入下行周期。在此背景下,“积极求变、业务重塑”成为现有市场主体自觉的选择,其在内容生产、资本变现、人才培育、企业发展等战略层敢于求新求变,促使行业生态趋于务实、理性和成熟。此外,直播行业的媒体报道舆情不容乐观,色情和未成年人价值观问题值得高度重视。无论是平台还是主播都要坚守底线、输出高品质内容、积极参与行业监管。行业本身仍需通过不懈努力向公众及社会展示更多的深层价值与意义。

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    Abstract

    In 2018,the differentiation of Network Live Video Industry intensified:head anchor and head platform gathered more traffic,capital and economic returns,the medium-sized live broadcasting platform encountered difficulties such as loss of anchor,rupture of capital chain,and several small and medium-sized platforms were delisted directly;The Industry is still full of vigor and uncertainty:merger and acquisition is continuing,adding two new listed companies and new entrants;However,the Network Live Video Industry as a whole has entered the downward cycle from the two important indicators of user utilization and capital financing. In this context,“Seeking Change and Rebuilding Business” has become the conscious choice of the platforms,which struggled to seek new changes at the strategic level of content production,capital realization,talent cultivation,enterprise development,etc. These efforts promoted the industry ecology to become pragmatic,rational and mature. In addition,the media coverage of the Network Live Video Industry is not optimistic,pornography and values of minors deserve great attention. Both the platform and the anchor should adhere to the bottom line,export high-quality content,and actively participate in industry regulation. The industry itself still needs to make unremitting efforts to show more deep value and significance to the public and society.

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    作者简介
    王建磊:王建磊,博士,深圳大学传播学院副教授,硕士生导师,主要研究方向为视听新媒体、视听文化产业等。
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