11, Huya and Douyu released their respective third quarter financial reports for 2020, which is also their first financial reports after the merger was announced. Judging from the financial report data, the overall situation of Huya and Douyu is improving, with revenue and monthly active users both hitting record highs. After the merger of
, it will focus on different platforms in the domestic market
According to financial report data, Q3 Huya is higher than Douyu in terms of revenue, net profit, and mobile MAU, but the total MAU and number of paid users of Douyu are higher than Huya . The information revealed by this contrast is that tiger teeth has higher value and its operational efficiency is better than Douyu . Although Douyu has achieved profitability for seven consecutive quarters, the net profit of Huya is more than 3.6 times that of Douyu .
In the conference call, Huya and Douyu both emphasized the help of Tencent . Huya CEO Dong Rongjie revealed that Tencent ’s help to Huya is mainly on the mobile terminal. Q3 Huya All-Star Game Live attracted more mobile QQ users. Douyu CEO Chen Shaojie said that Douyu has increased more users, especially users of the PC platform through cooperation with Tencent game team. In fact, through the financial report data, we can see that Douyu has a higher PC MAU and Huya has a higher mobile MAU. After the merger, Tencent has already guided the two platforms in a preference to guide each of their more advantageous directions, forming different tones and wider coverage.
From the perspective of revenue structure, the main source of revenue of Huya and Douyu is still live broadcast rewards, accounting for more than 90% of the total revenue, and the revenue structure is still relatively single. However, the revenue of the two companies' advertising and other businesses is also gradually increasing, with Huya Q3 advertising and other businesses increasing significantly, with a year-on-year growth rate of 44.6%.
overseas, Douyu is busy in Japan, Huya watch revival market
in overseas market, Huya captures emerging markets such as Latin America, the Middle East, Southeast Asia, etc. through Nimo TV, Douyu is busy developing the game live broadcast platform Mildom in Japan. Tencent and Garena have also made layouts in different markets in the United States and India.
At present, looking at the entire overseas game live broadcast, Twitch is the boss, followed by YouTube Gaming and Facebook Gaming. After that, some of the presence of them are basically Chinese manufacturers. In China, Huju has given up the entire live broadcast market, including selling Huya to Tencent and selling YY to Baidu. Overseas, BIGO is currently mainly pan-entertainment, but the previous Cube TV, including the current main app BIGO LIVE, still had some powerful moves in the game.
Back to the topic, according to Huya Q3 financial report, the MAU of Nimo TV, an overseas product under Huya , has exceeded 30 million. According to the public data of Huya official account, Nimo TV's overseas monthly active users in March 2020 were 24 million, and the MAU in December 2018 was 11.5 million. It is understood that Nimo TV entered the Southeast Asian market in May 2018 and officially entered the Brazilian market in June 2019. In terms of html, the contribution of Brazilian users should be quite . In May 2020, Nimo TV officially entered India. Although there are also actions, it may not be too optimistic under the general situation.
Shortly after entering the Brazilian market, Nimo TV once became the second largest game live broadcast platform with ratings in September 2019. However, the three overlords of overseas game live broadcast platforms are still Twitch, YouTube Gaming and Facebook Gaming. The habits of overseas users do not seem to change overnight.
The most popular game in Brazil that is suitable for live broadcast and e-sports is Garena's "Free Fire", then "PUBG Mobile" and Shanghai Mutong's "Mobile Legends". Then, through coordination, it will do more localized exclusive events and competitions, which is a breakthrough point for Nimo TV overseas.
From the current information, according to SomagNews, Nimo TV took the lead in signing an exclusive live broadcast agreement with several local e-sports teams when entering Brazil. CanalTech's August 2020 article revealed that Nimo TV launched the "Nimo Elite Streamers" plan to attract anchors. All live broadcast users on the platform can obtain a minimum income of US$40 and a maximum US$1,200 through this plan .
In India, Nimo TV brings KOL even higher income than YouTube Gaming. Indian media IndianTelevision reported at the end of May 2020 that KOL "Vivek", with 79,000 followers, can earn about $1,000 a month from it. This is probably one of the reasons why the Huya anchor share increases, but spending money does have an effect.
huya Q3 financial report pointed out that the revenue sharing and content costs in Q3 costs increased to 1.8726 billion yuan, a year-on-year increase of 21.1%, mainly because of the increase in live broadcast share and KOL revenue
In Southeast Asia, Nimo TV is one of the most popular game live broadcast platforms certified by many local media. The strategy is to seize popular games and sign big anchor . Nimo TV and Motong Technology cooperated to broadcast the "Mobile Legends: Bang Bang" event, and announced that it would broadcast live on its platform when "League of Legends Mobile Game" was just launched, setting up KOL awards of more than 200,000 baht, and will also provide audiences with prizes worth 100,000 baht, including smartphones, mobile game controllers, etc.
But one thing is interesting is that the author was invited to participate in the finals of the Southeast Asian e-sports in "PUBG Mobile" a few days ago, but Tencent 's exclusive live broadcast partner in Southeast Asia is Facebook Gaming. As you can see here, although it is definitely an important point for live broadcast platforms to hold on to the thighs of game manufacturers, judging from the development of the entire country, the live broadcast platform's own hematopoietic ability has a ceiling, and some e-sports projects of game manufacturers also need to consider ROI. How to truly develop in concert between the two, rather than relying on the other side, is a question that needs to be carefully considered. In terms of
Douyu , it focuses on investing in the Japanese market. Douyu Q3 financial report pointed out that one of the reasons for its increased cost is the increase in investment in overseas markets such as Japan's game live broadcast platforms. According to ABeam Consulting data, it is estimated that the size of the Japanese e-sports market in 2020 will reach RMB 26.4 billion, and the number of Japanese e-sports users will reach 16.62 million.
Douyu cooperated with Japan's Mitsui Products to launch the live broadcast App Mildom (Mildom ・ルダム) in August last year, and it was officially launched in November of that year. But unlike Nimo TV's focus on mobile game live broadcasts, the live broadcast content on Mildom is richer, such as adding funny variety shows, film and television, etc.
Mildom borrowed the successful experience of Douyu in China and sponsored the legendary Japanese "Street Fighter" Daigo Umehara to reorganize the team and won the live broadcast rights of many events and game events that are highly concerned in Japan. The recent events distributed on Mildom include the 2020 League of Legends Global Finals, the Japanese Under 25 E-sports Competition, as well as popular game events such as " Call of Duty Mobile Game ", "Mobile Legends: Bang Bang".
In addition to allocating traffic income to KOLs, Mildom will also pay KOLs 500 yen per hour according to the live broadcast time. Each live broadcast user of can only receive 4 hours of salary per day , which is obviously to attract more users to participate in game live broadcasts, increase the diversity of platform content, and improve user activity. With the successful experience of Douyu and the local support of Mitsui Products, Mildom has currently ranked among the top three in the Japanese game live broadcast market. According to data released by App Annie in May 2020, Mildom's mobile MAU is 636,000, and the average monthly viewing time per capita is as long as 5.7 hours.
From the overseas market of Douyu and Huya , including some changes in China, it can be seen that after the merger, everyone has changed from competition to cooperation and made efforts in different directions.According to the financial report of Douyu , Douyu has submitted a delisting application and is scheduled to complete the merger with Huya in the first half of 2021. I will continue to observe whether the overseas game live broadcast market will change accordingly.
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