Live streaming has gone from just a small branch in the Internet field to becoming a hot topic, and has now become a basic Internet setting and is favored by major apps for more than ten years.

live broadcast has been just a small branch in the Internet field to being in the forefront, and has now become a basic setting for the Internet and is favored by major apps for more than ten years.

In mature Internet sectors such as games, e-commerce, local life services, etc., there are only year-end festivals such as , "55th Black Festival", "Double Eleven Shopping Festival", "517 Foodie Festival" , but the live broadcast industry only has year-end celebrations with different time on major live broadcast platforms, and there is no self-created festival.

YY is the "big brother" in the live broadcast industry. It has set the basic gameplay of the live broadcast industry and the way the guild gets along with the platform. YY leads the "" in the live broadcast platform, and it is the most suitable in terms of qualifications and strength.

For 21 consecutive days from June 6 to 26 this year, YY Live presented users with exciting live broadcast content including celebrity live broadcasts, internet celebrity singing, anchor celebrations, innovative variety shows, etc. every night, and launched multiple innovative gameplay and user gift packages.

Official data shows that the 66 live broadcast festival attracted a total of 31 million viewers, with a total number of people interacting in the live broadcast room of 138 million. Among them, "Star Y Live" joined by Jane Zhang has become the most popular live broadcast with a single view of 3.07 million viewers.

Now that the 66 Live Festival has come to an end, the guild and anchors are still immersed in the heat of the industry's first festival and strike while the iron is hot. Audiovisual observation has noticed new signs of thinking about these live guilds in the 66 Live Festival.

Large-scale market investment

htmlOn April 26, YY convened dozens of core guild meetings to release a number of major positive news, the focus of which was on the huge cash subsidy of 1 billion yuan to the guild and 10 times the market investment.

This time, YY and Baidu jointly invested heavily to create the first "66 Live Festival". The duration, the degree of celebrity participation, the scale of traffic released, the degree of exposure inside and outside the platform, and the number of user participation are unprecedented in the industry. With the appearance of

, , , makes 66 live festival directly become the super festival IP online in the live broadcast industry, and squeezes into the ranks of several major Internet festivals.

Big stars such as Jane Jane, Jane Jane, Da Zhangwei, and other exclusive performances. Xiao Jingteng was a guest at "Star Y Live" and appeared as the opening guest. Combined with the personal characteristics of the stars, the live broadcast arranged famous scenes such as dialect tongue twisters, shooting challenges, and fan-loving and witnessing marriage, allowing fans to have close contact with "Rain God". Jane Jane not only showed off her classic dolphin sounds, but also invited fans to sing on stage, making her strong fans.

Liu Jun, Sun Yihang, Liang Sen, Xu Xinchi, Sun Ying Hao and other new idols have successively airborne several representative live variety shows in "See you on Friday" and "YY Big Star", and even chose YY Live as their first show after the talent show. In the

1-day program list, top internet celebrities such as Wu Dailin, Fan Sisi, Dai Yutong, and well-known anchors in the industry such as Dazhuang, Liu Yishou, Wener, Cui Azha, Han Yi, and were all involved.

's overly luxurious lineup and industry focus that can be seen with the naked eye, showing YY's large-scale market investment since the core meeting of the guild. YY, which has entered a new stage of development, can free up some brand promotion content, to absorb the long-tail traffic of young users and seek new development space .

Siphon effect on big anchors outside the site

More than a month ago, there was a trailer in the industry that in the coming days, YY live broadcast will become more and more lively. Many old anchors revisited the live broadcast room, such as the return of "Legendary anchor" Su San.

. In the 66 Live Festival, we saw many top anchors on foreign sites. "We Are Different" sings Dazhuang , the annual Ace Anchor Damumu , etc. also opened their first show in the 66 Live Festival.

Among them, Dazhuang also brought the first singing of his new single "The Unknown Little Soldier", and major anchors also came to send blessings on the spot. Not only that, we also saw the open-screen recommendations for Dazhuang's debut on Baidu APP, Haokan Video, etc., which shows the strength of traffic support.

According to previous views, there are too many S-level anchors on the platform, and big anchors outside the site will not be willing to get a share of the pie, and the competition is too fierce. Each live broadcast platform has its tone that is suitable for platform users, and "foreign monks" may not necessarily "recite scriptures".

As the anchor and guild weigh the pros and cons, YY live broadcast has a siphon effect on high-quality anchors in the industry . It can be seen that the benefits released by YY are enough for anchors and guilds to abandon their past ideas.

In addition to excessive concessions to anchors and guilds, YY live broadcasts self-made variety shows and celebrity entry in the past two years are a highlight of the industry.

live variety shows have invested heavily, and there are failure cases in the industry. However, YY live self-produced celebrity micro-variety shows have shifted from pilot to "mass production". The role of one-to-many efficient interactive tools for live broadcasts is favored by celebrities. Hundreds of celebrities join YY live broadcasts, bringing content that cannot be seen on the stage. It is a part of the high-quality content in the YY live broadcast content ecosystem and has a huge attraction to fans and audiences. Star fan clubs such as

TFBOYS, Times Youth League, Zhou Zhennan, Yang Chaoyue , and have entered the company. The cumulative team building support live broadcasts have nearly 6,000 live broadcasts. The ability and activity of celebrity fans to create hot topics is obvious to all.

The traffic and exposure that fans can bring are urgently needed by guilds and anchors to "get out of the circle". YY Live is also the well-known " Internet celebrity manufacturing machine " in the industry. It has formed its own Internet celebrity style in the industry, and its topicality has lasted forever. So it is not difficult to understand the gathering of the big anchors of the foreign station and the "Yeqing Hui" anchors on YY.

High requirements for content test guild professionalism

Show live broadcast is the most "old" content in the vertical classification of live content and the most profitable content. The threshold is low, fast monetization, small initial investment and short cold start period are the first choice for start-up guilds.

However, in the past two years, the level of live broadcast users has improved, and high requirements for the live broadcast content are put forward. As the number of live broadcast platforms increases, major live broadcast platforms have made attempts in the content ecosystem and want to build their own moats.

show live broadcast native mode itself reaches a bottleneck period in traffic, further intensifying industry competition. YY Live smelled this trend and foreseeably promoted the transition from platform strategies to content-oriented.

YY creates 66 live broadcast festivals, which is to create a festival for the live broadcast industry, and to show the achievements of YY in content cultivation in more than a year to the industry by gathering high-quality festivals within the platform. At the same time, it also reveals the importance and strong signals of future development content to all links of the platform's ecology.

The guild obviously cannot ignore it when facing YY's "open paper exam" in advance. In YY's latest guild policy, YY Live has created a form of sharing the cost of anchor signing. For high-quality guild anchors, considering that the anchor signing fee may rise during the renewal, YY will provide large subsidies for guild renewal in 2021, and guilds have received as much as 5 million.

Other policies cover upgrading guild management tools to reduce the manpower and material costs of both parties; providing brand exposure to the guild on the platform, providing guild exclusive gifts, prop gift packages, gameplay skins and other services to the guild, enhancing the guild's cohesion with anchors and fans.

These general policies for the guild for the New Year are intended to to enable the guild to turn its focus to improve itself, improve its professionalism, and guide the anchors to contribute high-quality live content and correct content orientation to the platform.

How does the guild actively undertake new traffic

YY live broadcast most guilds have been working with YY for several years. For a long time, YY Live has continuously adjusted its guild policies and strongly bound it with guilds, and the platform has become a wealth of soil that is very suitable for guild survival and development. A guild leader said that YY live broadcast is the most friendly platform for guilds, and YY is preferred when creating guilds.

This does not mean that the guild can choose to "live your youth" on YY live broadcast. With the introduction of Baidu traffic, the user traffic diversion policies of Baidu App and Tieba have helped YY live broadcasts to be directly exposed to Baidu's traffic of up to 100 billion. Under the star effect, new young users will inevitably arrive. Guild needs to actively break through its comfort zone and think about how to undertake, retain and convert new users of these platforms.

Although YY Live encourages and helps the flowers of guilds on the platform to grow together from a broad perspective, this does not mean that there will be no competition among guilds on the platform. The rights that top guilds can enjoy are beyond the reach of guilds in the bottom ecology, and it is also the driving force that drives the upward breakthrough of the guilds at the bottom of the pyramid. The entry of new traffic and the influx of young new users, for the guilds within the platform, open a window period for the upward channel.

html Baidu App, which has a daily active users of 230 million yuan at the beginning of the year, uses red envelope gameplay to divert traffic to YY live. During the 66 live broadcast festival, netizens can participate in live interaction on five major platforms: YY live broadcast, Baidu App, Baidu Tieba, Haokan Video, and Duxiaoshi.

Among them, YY's well-known and popular anchor Cui Aza's new song press conference was recommended by many Baidu. For a time, many Baidu users flocked to Cui Aza's live broadcast room, and 's popularity soared to over one million. 1 days is enough for a guild to complete the first round of traffic "roaming". Of course, such opportunities will continue to emerge.

Postscript: In recent years, major vertical live broadcast platforms have been trending to be overwhelmed on the live broadcast industry stage. Short video live broadcast platforms represented by Douyin and Kuaishou, e-commerce live broadcast platforms such as Taobao and JD.com, and even the stranger social platforms of Momo and Tantan all enter the live broadcast track with their respective traffic and content, which puts certain pressure on vertical live broadcast platforms.

YY Live is a famous "big brother" in the vertical live broadcast platform. Through the creation of festivals, YY Live fully demonstrates the strength of the vertical live broadcast platform to deepen its live broadcast industry, expanding professional development space for the development of guilds and anchors, and attracting talents and resources to return.

This is a two-way demand for YY and the live broadcast industry to this stage. So this year's 66 Live Festival ended perfectly, what will happen in a year? Audiovisual observation will bring good wine to watch the story.