2017年是网络视频直播行业回归理性、价值沉淀和转型定向的关键一年。本报告从基本态势、突出问题、严管与善治三个方面进行了全面梳理。研究指出,2017年网络视频直播行业整体进入结构性盘整:市场与用户规模保持稳定增长,与短视频共筑一级视听市场;各类资源向头部企业集中,行业重组并购持续深入;网红经济强势向好;三农视频成为独特的网络现象。2017年针对行业的政策监管持续高压,有关部门“严管”和“善治”双管齐下,针对低俗、色情、极端、诈骗等违规违法行为的相关法律体系建设和多方协同治理模式走向成熟。未来,“直播+”将朝着横向和纵向进一步渗透,亟待探索更多的商业变现方式及提升用户黏性的有效途径。
<<2017 is a critical year for the webcast industry to return to reason,value precipitation and transformation orientation. This report has carried on the overall combing from the basic situation,the prominent question,the strict administration and the good governance three aspects. The study points out that in 2017,the network video broadcasting industry entered structural consolidation:the market and the scale of users remained stable growth,together with short video to build an audio-visual market,all kinds of resources to the head of the enterprise concentration,industry restructuring and mergers and acquisitions continued to deepen;The Internet celebrity economy was strong for the better;the three-rural video became the unique network phenomenon. In 2017,the policy and supervision for the industry continued to be high,the departments concerned “strict control” and “good governance” two ways,the vulgar,pornographic,extreme,fraud and other violations of the relevant legal system construction and multi-coordinated governance model towards maturity. In the future,“Live +” will be further infiltrated horizontally and vertically. It is urgent to explore more effective ways to realize business and enhance user stickiness.
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