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大佬撒币:直播平台的“劫后重生”?
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Topic: 大佬撒币:直播平台的“劫后重生”? (Read 73 times)
ongerk
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大佬撒币:直播平台的“劫后重生”?
January 11, 2018, 09:31:53 AM
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王思聪、周鸿祎、张一鸣和奉佑生带来了2018年互联网圈第一波热潮:直播答题。
1月3日,普思资本董事长王思聪发布微博称:“每天我都会发奖金,今晚9点就发10万。如果你觉得自己很聪明,那就来试试‘冲顶大会’App,只要你答对12道题,就能拿到钱,随时提现,非常简单。我撒币,我乐意。”
直播答题热潮看似新鲜,味道却很“熟悉”。
上世纪九十年代末,有奖竞猜类节目曾火爆一时,由英国推出的《百万富翁》有奖竞猜节目,在全球10多个国家推广。不过,由于巨额奖金导致节目被质疑过于偏重博彩,容易刺激用户投机心理,因此被叫停。后续推出的电视竞猜节目,也取消了重奖环节。如今的直播答题节目,形式与电视有奖竞猜类似,本质是利用大家想中大奖的心理玩游戏。
具体到此次答题热潮,某种程度上也是去年直播平台遇到发展瓶颈后的再次试水。两年以来,直播虽号称风口,但众多直播平台问题频出,诸如部分女主播卖弄性感,节目内容低俗等,导致主管部门进行多轮整肃。
此次“撒币”恰逢平台洗牌后的重塑期。以知识问答的形式再塑直播业,一方面,知识广博的自我满足感会提升用户的参与度;另一方面,平台也可在短时间内实现用户爆发性增长,收割流量,于双方算是一场“双赢”。
不过,由于直播平台的主播群体两极分化严重,金字塔尖的少数主播自带巨大流量,而底部主播则普遍与用户黏性不够。加之主播跳槽频率过高,用户跟着主播走,对直播平台的品牌培养并无太多益处。这便难怪各大直播平台不惜重金争夺“网红”了。
因此,直播平台的突破重点在于寻求新的商业突破路径。
事实上,被王思聪自黑为“撒币”的直播答题节目,是将本用于挖主播的钱,投放到用户身上,通过高额奖金吸引更多人参与,然后再寻求其他变现回报方法。目前来看,由于直播答题模式回报路径相对单一,主要依赖于广告投放,而用户都是为奖金而来,一旦重奖因后续投入,或其他不可控因素减少甚至取消,用户流失的危机或难以避免。
毕竟,相比用户主要将情绪与喜好投射到主播身上,直播答题节目与用户的交互场景会随着节目停播而消失。而平台通过此节目吸引来的新用户,是否会成为其他节目的拥趸,成为了摆在平台面前的问题。
目前,直播陷入停滞期,各大平台也在不断试行新的玩法。若竞猜直播如王思聪、周鸿祎等大佬预期,能够成为持续的用户和流量入口,对行业规范及变现模式予以借鉴,未尝不是一桩好事。只不过,在大多数用户难以中奖的情况下,参与者对于竞猜直播能保持多久热情,则是各大平台不得不正视的问题。
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