2022 white paper of China’s game live broadcasting industry From Talking Data
The following is the 2022 white paper of China’s game live broadcasting industry From Talking Data recommended by recordtrend.com. And this article belongs to the classification: Talking Data, research report, network game, Webcast.
From the early days when the League of heroes took advantage of the live broadcast to the popularity of the “eat chicken” game all over the network, until now the king glory has won the first place in the income of mobile games in the world with the help of live broadcast. Live game broadcast has become an indispensable booster in the game industry and has also created a track worth hundreds of billions.
New traffic is sweeping across, and profound changes are taking place in the competitive elements, market pattern and business logic of the game live track. So, what is the current development status and future trend of the industry? What are the characteristics of the game live audience? How do anchors and users migrate between different platforms?
Talkingdata, based on data analysis and user research, released the 2022 white paper on China’s game live broadcasting industry, hoping to reveal the growth of the 100 billion game live broadcasting industry with the help of the new platform through a comprehensive perspective on the development of the industry and a comprehensive insight into the characteristics of the audience.
Summary of representatives of the analysis class on the current situation of China’s game live broadcasting industry:
The distribution of edition numbers was restarted, and the long-term benign development situation of the game industry was clear
The market size is more than 300billion yuan, covering more than 660million users, and the game industry has entered the era of stock
Game live broadcast accounts for more than 30% of the game market, with an average annual growth rate of more than 10%
Live broadcast content is mobile and the industrial chain is clear, so as to jointly accelerate the development of the game live broadcast industry
With the rise of Pan video platforms and the popularity of one-stop integrated entertainment platforms, Tiktok has become the preferred destination for many users to migrate
The coverage rate of head anchors on short video platforms is leading, and more and more head anchors are switching Tiktok
On April 11 this year, the release of the game version number, which has been suspended for more than 8 months, was officially resumed. Following the policy guidance, adhering to the strategy of “high growth + low addiction”, strengthening the protection of minors, and long-term operation will become rigid issues for the long-term benign development of the game industry.
By 2021, the game industry has a market size of 300 billion, covering 660million users, entering the stock era. At the same time, the market size of China’s game live broadcast in 2021 reached 94.8 billion yuan, an increase of 11.8% year-on-year; In 2022, the market scale is expected to reach 110.8 billion yuan, and the number of users will reach 382million, maintaining a rapid growth momentum.
There is also undercurrent surging under high growth. One stop comprehensive entertainment platforms that obtain content resources are becoming more and more popular. A large number of users have migrated from the vertical live game platform to the integrated short video platform, and Tiktok has become the preferred destination for many migrated users.
From the perspective of user size, the comprehensive short video platform has great advantages; From the perspective of content type, short video platform is the home of mobile game live broadcast, while vertical game live broadcast platform focuses more on PC-side online games.
Game anchors are also migrating. The short video platform represented by Tiktok has a fast growing popularity and mature commercialization ability, and is widely attracting a large number of high-quality anchors.
Summary of representatives of user research course in game live broadcasting industry:
Live game users have multiple preferences and are a group of “independent thinkers who dare to please themselves”
Nearly 70% of users watch the live broadcast for more than 1 hour every day, and the content stickiness of the short video platform is more prominent
“Reward” is still the main payment scenario, and the proportion of “bring goods” income is gradually rising
The head short video platform is becoming the main gathering area for live game users
The more mature users, the easier it is to migrate to the short video platform
2.1 game live broadcast audience insight
Based on a large number of human-oriented data, talkingdata highly refines the portraits of game live viewers. They are a group:
From the perspective of regional distribution of users, nearly 60% of live game users are distributed in second tier and above cities. Large and medium-sized cities are still the main gathering places for users, and the high concentration in Chengdu and Chongqing also echoes the entertainment temperament of this region. From the perspective of users’ basic attributes, the proportion of women has also reached 24.2%, and about 80% of users are less than 35 years old.
What’s more, I love games ≠ not work: “white collar” is one of the most common professional roles for game live audiences, and it’s common to earn about 10000 yuan a month. This group shows strong stickiness in the use of “job recruitment” and “workplace social” apps (the TGI of many mainstream apps is more than 2 times higher than the average), and has the potential to be a “champion”.
In addition to the off-site, the proportion of game live broadcast users’ use of rental, purchase and decoration apps is also significantly higher than that of the whole network users. Reading, tourism, food, sports, national fashion, blind box fashion, and hand-made apps also have a high TGI index. At the same time, the high-frequency use of some luxury platforms also suggests that users have a high purchasing power. They delight their souls with games and praise life with consumption. They are not only spectators of live games, but also protagonists who enrich life.
In particular, it is worth noting that in all kinds of social software, live game people prefer “emotional interaction” and “anonymous” social networking. They have delicate emotions and many “little secrets” in their hearts; They are willing to embrace intimate relationships and are used to anonymous social intercourse. They have mild social phobia in public life, but colorful in private world.
From the perspective of platform selection, content professionalism, richness and decompression experience are the factors that users pay more attention to.
From the perspective of viewing duration, nearly 70% of users watch live broadcast for more than 1 hour every day, and the content stickiness of short video platform is more prominent.
From the perspective of consumer behavior, rewards and gifts still account for the highest proportion of payment behavior, and vertical live broadcast platform users are the main force of this payment method. The short video platform is more “good” at bringing goods, opening up a new revenue channel for anchors.
2.2 research on cross platform migration of live game users
Based on the comprehensive data research of multiple dimensions, talkingdata tries to draw a conclusion: the more mature live game players are, the easier it is to migrate from the vertical game platform to the comprehensive short video platform.
From the perspective of gender proportion, according to talkingdata Q1 2021 data, women accounted for 40% of users who migrated from the vertical live broadcast platform to the short video platform, far exceeding the proportion of women in the retained population.
The game preferences of migrant people are more diverse, including strategies, actions, leisure and other types, and the game experience time tends to be fragmented; While the vertical live broadcast users are relatively focused on strategic and adventure games.
From the perspective of life preferences, vertical live broadcast users are concentrated in the range of 18-24 years old, with entertainment games, fitness, social networking and other preferences; Migrated users are more evenly distributed between the ages of 18-34, with business, information, home shopping and other preferences.
From the perspective of game participation, vertical live broadcast users pay attention to game experience and will realize through games; The preferences of migrated users are scattered in e-commerce, short video, travel, community and other diverse fields, and the commercialization space is broader.
Based on the above insights and migration studies of live game audiences, it can be seen that live game audiences are a group of “independent thinkers who dare to please themselves”. They have rich and diverse life preferences, and cross platform migration behavior is becoming increasingly prominent – live game users are rushing to comprehensive entertainment platforms.
Summary of representatives of the development trend class of China’s game live broadcasting industry:
Through a comprehensive perspective of China’s game live broadcasting industry and detailed insight into relevant groups, analysts believe that six trends in the domestic game live broadcasting industry are emerging:
Industrial diversification
The diversified development of users, content, platforms and business models is shaping a new live game industry.
Mobile & large screen
The mobile terminal keeps growing, the big screen rises faster, and the living room has become a new battlefield for the game live broadcast platform.
Live & video streaming
Live broadcast and video go together: live game and video bring users different content consumption experiences, complement each other, and jointly promote the improvement of user stickiness.
Popularization of communication
The Internet has lowered the threshold and set off the atmosphere for the industry, and the form, content and interaction of live games are becoming more and more popular.
Audience maturity
Game live broadcast users are more mature in mind and behavior, and have more diversified choices of game categories and game peripheral products.
Audience migration tends to be clear
The migration trend of game live users to integrated short video platforms will continue for a long time, and Tiktok will become one of the most competitive game live platforms.
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