Reporter Xie Tao Reporter Shi Puning Reporter of Meike Editor Tang Yuan
"Love you alone and walk in the dark alley, love you and don't kneel"... When this song sounds, the whole family may have moved.
htmlOn September 2, Li Jian started singing on the video account line, with more than 40 million viewings on the spot. The next day, Andy Lau and his started singing on Douyin live broadcast. In less than 5 minutes, more than 50 million people flocked to the live broadcast room, and the number of viewers finally exceeded 350 million. On September 4, another "king of heaven" Eason Chan brought fans the world's first SHOW " " Lonely Brave " on QQ Music .
Picture source: Video account, Douyin, QQ Music
As online concerts frequently appear, the viewing data is often measured in tens of millions or even billions. The questions about concerts have gradually changed from "how long has it been since you watched an offline concert" to "how long will it take for the next online concert to be held."
Picture source: Douyin screenshot
Douyin , video account "front-front"
Starting from April this year, various online concerts that "out of the circle" have never been "stopped", and video account and Douyin are frequently moving.
Let’s talk about the video account first. Since the online concert mode was launched, the video account has tasted a lot of "sweetness", and it has been going on in 2022.
As early as December last year, the video account held an online concert of Xicheng Boys, with 164 million likes and over 27 million views. This year, the Video Account held online concerts of Cui Jian, Luo Dayou and Li Jian, with more than 40 million viewers.
With the online concert directed for TME Live, the video account also gained a lot of traffic. The most representative of these is the re-release of two concerts of Jay Chou "Magic Tianlun" and "The Strongest on the Earth". According to relevant statistics, not only does the number of viewers in each concert exceed 20 million, the total number of viewers is nearly 100 million, and nearly 100 topics have also become popular on Weibo.
Image source: TME live screenshot
And the video account and Douyin ushered in a head-on confrontation for the first time in May.
htmlOn the evening of May 27, Luo Dayou's first online video number concert and Stefanie Sun Douyin online singing and chat. Data shows that compared with Luo Dayou's tens of millions of data, Stefanie Sun attracted 240 million viewers on the Douyin platform.
The statistical caliber of Douyin and Video Account is different. According to the Red Star News Capital Bureau, the video account counts the number of user visits, while Douyin counts the number of page visits.
Recall that since 2020, known as the "first year of online concerts", Douyin's "scene" in online concerts has not been so big. At least from the data alone, Douyin's online concerts have made great progress this year.
According to the 2021 short video music big data report released by Douyin in June this year, the Douyin platform held a total of 124 official online concerts in 2020. By 2021, only 7 summer songs held from August to September are more influential. According to statistics from other media, the cumulative number of viewers of the seven songs reached 40 million, of which Stefanie Sun and Ouyang Nana viewers exceeded 10 million.
Picture source: Douyin
"Daily Economic News " reporter noticed that Stefanie Sun's online singing and chat will be the first "online concert" launched by Douyin since 2022. After August, not including Stefanie Sun’s online chat meetings, there have been 5 online concerts on the Douyin platform with more than 100 million viewers, namely Weekly Shen , Wang Sulong , Eason Chan, Liang Jingru , and Andy Lau.
In addition, it should be noted that the opening of a series of celebrities on Douyin will not be called "online concerts", but are mostly titled "singing parties, singing and chatting parties, singing parties, etc. From the scene, the venues held are generally mainly small indoor performance venues.
Tencent Music once led
In contrast, Tencent Music, its TME Live once led an online concert in the second quarter of this year, but it currently has a bit of "get up early and get up late".
TME Live was once a pioneer in online concerts. First, let’s look at the birth background of TME Live: TME Live was accelerated in March 2020 due to the large-scale cancellation of offline performances caused by the epidemic.
According to the "Tencent Music" Weibo, the original TME live brand was planned to be launched in the second half of 2020, but because the offline concert was suspended during the epidemic, it was decided to launch it in the form of a beta version first.
In previous online concerts held by TME Live, Mayday's "Suddenly Want to See You" online concert became a phenomenal event, but its commercialization model was not clear at that time. For example, Mayday's concert held in a large gymnasium had no audience at the scene, and all gifts were free from viewing.
Image source: TME live
In the same traffic diversion of Tencent Ecological Video Account, TME Live's online concert not only gained a lot of traffic, but also discovered business opportunities. At the first quarter financial report call, Tencent Music CEO Liang Zhu introduced that the company has carried out cooperation with WeChat for businesses including music content sharing and video accounts. During the epidemic, live broadcasts of concerts such as Mayday, , Leslie Cheung, , etc. proved that the new business model of online music scenes can generate investment income.
This idea was continued in the second quarter financial report. According to Caixin report, in order to maintain the user scale, Tencent Music has enhanced its integration with the Tencent ecosystem, such as synchronizing QQ music songs as ringtones on the WeChat side and cooperating with the video account to broadcast a live concert. At the earnings call, Ye Zhuodong, chief strategy officer of Tencent Music, introduced that the company and Tencent have indeed had more and more cooperation, "We hope this cooperation will continue."
With huge traffic, charging naming fees once became a monetization method for online concerts, and TME Live is no exception.
According to an earlier report by "Daily Economic News", Cui Jian's online concert naming fee for Video Account is at the level of tens of millions. Specifically for TME Live, in time order, Pepsi exclusively named Jay Chou's re-screening online concert. " Zhang Yadong and old friends' songs" was launched by TME Live and JD . TME Time Golden Song Awards were "presented" by Beijing Hyundai. However, this naming method ended abruptly and stopped at the online concert of Andy Lau's re-screening online concert that could not be broadcast. According to the poster, the online concert was originally exclusively named by Yili Jindian Milk. The "feelings" that the
platform cannot let go
There is no doubt that the short video platform is becoming one of the well-deserved "number ones" and its status is becoming increasingly prominent.
htmlOn August 31, China Internet Network Information Center (CNNIC) released the 50th " China Internet Development Statistical Report ", among which short videos have the most obvious growth in Internet applications. According to the report, as of June 2022, the number of short video users in my country reached 962 million, an increase of 28.05 million from December 2021, accounting for 91.5% of the total netizens.
Specifically for video accounts and Douyin. According to QuestMobile "2022 China Mobile Internet Semi-annual Report" (hereinafter referred to as the "Report"), the number of active users of video accounts reached 813 million, while Douyin is 680 million.
In addition, compared with other platforms, netizens spend more time on short video platforms. According to the report, from June 2021 to June 2022, the total length of short video users accounted for nearly 30%, increasing from 25.7% to 28.0%, while the total length of instant messaging users decreased from 22.9% to 22.0%. According to statistics compiled by Northeast Securities , by the end of 2021, the average usage time of video numbers will be 35 minutes. In comparison, the average usage time of Douyin and Kuaishou is 102 minutes and 108 minutes.
Although the ecology built by Douyin and Video Accounts on their respective platforms is different, in the context of the rapid development of short videos, online concerts have undoubtedly become a tool for Douyin and Video Accounts to compete for traffic entrances.
In fact, Kuaishou also attracted a lot of attention in July with Jay Chou's new album live broadcast, with the cumulative number of viewers in the live broadcast room reaching 110 million. In addition, Kuaishou also announced that it will live broadcast Jay Chou’s concert “Jay Chou Online ‘Brother’ Friends Club”. The number of reservations has exceeded 1 million in less than 2 hours after it was launched. As of press time, the number of reservations has exceeded 10.63 million.
Image source: Kuaishou screenshot
Although the current online concert has found a monetization entrance on the "To B" end, the online concert has also shown considerable "money-making ability" on the "To C" end.
Take the Untamed Chinese Music Concert held in 2019 as an example. This concert held online and offline simultaneously has an online revenue of over 100 million - even if the live broadcast is left for the starring actors Xiao Zhan and Wang Yibo only has three songs to perform. At the end of this online live broadcast, which requires at least 30 yuan (not VIP 50 yuan) to be watched, the total number of people in the live broadcast room had reached 3.267 million. However, with the strengthening of regulatory measures, online concerts with the "fan economy" as the selling point gradually disappeared in the second half of 2021.
After this, the singers who have become popular in the online concert are basically "feelings". They debuted early, have good popularity among passers-by, and have representative works. This also means that the stock of such singers is limited.
For example, Stefanie Sun held online concerts on Douyin last year and this year; Jay Chou was used to swim the screen by Video Account, Tencent Music, Kuaishou, etc.; and if there was no delay, Andy Lau should have appeared on both Video Account and Douyin.
"It is not brought by music performances, but by artist IP. Those who trigger feelings can be Luo Dayou, Cui Jian, Jay Chou, or Han Han , Guo Degang , "Zhang Zhaoyi, a senior music industry practitioner and founder of Jujiang Music, once said in an interview with the media, "The number of such artists is limited, and the number of times that can trigger feelings is also limited."
When all the "feeling" stars are used, where is the way out for online concerts?
