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Chinese Livestream Anchors Helping e-Commerce

China Livestream began in 2016. With the popularity of smartphones and 4G networks, thousands of Livestream platforms have been born in China.

During the development of Livestream streaming, numerous young people come to realize new opportunities and joined the Livestream industry. They are engaged in work related to live broadcast, such as anchor, operation and other occupations.

On January 8, 2020, Momo as the mobile social platform released the report of 2019 China Video Anchor. A survey of nearly 10,000 mobile Livestream users and video anchors found that 33.6% of post-95s watch live broadcasts for over 2 hours a day, and nearly 80% of users pay for live broadcasts, 24.1% of professional anchors earn more than RMB10,000 monthly earnings.

According to CNNIC, as of June 2019, the number of mobile phone users in China reached 847 million, and the proportion of users using mobile phones to go online was 99.1%. The number of online live broadcast users in China reached 433 million, an increase of 36.46 million compared with the end of 2018, accounting for 50.9% of the total Internet users. There are three major characteristics of mobile live broadcast users are young user groups, strong stickiness, and mature payment habits.

The users who watch mobile live broadcasts are generally young, with post-90s accounting for 23.7% and post-95s accounting for 18.5%. 74.8% of the users surveyed said that they watched live broadcasts for more than 30 minutes each day, and 32.1% of users watched live broadcasts for more than 2 hours per day. The younger the users, the longer they watch live broadcasts every day. 32.7% of post-90s watch live broadcasts for more than 2 hours every day, and the post-95s ratio is 33.6%.

In the first half of 2019, the average weekly online time of Internet users in China was 27.9 hours. Although the overall development trend of personal Internet applications is relatively stable, the live broadcast service has maintained a high half-year growth rate. The half-year growth rate of online live broadcast services in June 2019 was as high as 9.2%, far exceeding the instant messaging, search engines, online news, online video, online music and other online services. Webcast has become the fastest growing online entertainment service. Live broadcast has become an important daily entertainment and leisure way for online users.

Men love to watch live broadcasts more than women, and both men and women spend significantly more time on live broadcasts. 77.3% of men watch live broadcasts for more than 30 minutes per day, and 35.1% watch more than 2 hours per day. Last year, the proportion of male users who watched live broadcasts longer than 30 minutes per day was 68.4%. In 2019, the proportion of female users watching live broadcasts for more than 30 minutes per day is 64.6%, and 20.3% for more than 2 hours. Last year, the proportion of female users watching live broadcasts for more than 30 minutes per day was only 60.2%.

The age of the anchor group is obviously younger. In 2019, 33.4% of the interviewed anchors were professional anchors, compared with 31% in 2018. Nearly half of post-95 anchors are professional anchors, and professional anchors account for 49%, and post-90 anchors account for 38.3%. After 2018, professional anchors accounted for 45.6%, and post-90s professional anchors accounted for 36%. The crowd engaged in the profession of anchor also has obvious regional characteristics. There are far more professional anchors in the north than in the south.

Anchor gradually becomes a new profession, which is closely related to the payment habits and payment amount of live broadcast users when watching live broadcasts. Survey data shows that 79.4% of users will pay for live broadcasts each month, accounting for nearly 80%. Among them, users who paid more than 500 yuan per month accounted for 28.4%, and users who paid more than 1,000 yuan per month accounted for 19.8%. Men prefer to pay for live broadcasts than women. The proportion of men who pay more than 1,000 yuan per month for live broadcasts is 22.8%, and women are only 7.6%. Interviewed users said that talented, friendly and interesting personality, and high value are important factors affecting live broadcast payment.

The younger you are, the more mature your paid habits will be in live broadcasts, and the higher your payments will be. The survey shows that 82.2% of the post-95s will pay monthly in live broadcasts, 29.6% of post-95s will receive an average monthly reward of more than 500 yuan, and 21.6% will receive an average monthly reward of more than 1,000 yuan. The more economically developed coastal provinces and cities users, the more they like to pay for live broadcasts.

The proportion of professional anchors with income over 10,000 was 24.1%, a slight increase from 21% in 2018. The proportion of female professional anchors with income over 10,000 is slightly higher than that of male professional anchors. According to the sample survey data, the younger and the higher educator, the higher the proportion of high income. 12.6% post-90s anchors earn more than 10,000 yuan per month, 15.5% post-95s anchors earn more than 10,000 yuan per month. Among anchors with income over 10,000 yuan, higher education accounted for a higher proportion.

Whether the life cycle of network anchors can be developed for a long time has always been one of the issues that the public is paying close attention to. Since 2016, the life cycle continuity of the anchor has been verified by many parties.

Among the interviewed anchors, more than 20% of the anchors have been engaged in this profession for more than 2 years, and 26.9% of professional anchors have been broadcasting live for more than 2 years. As the higher the educational background of the anchor, the higher the income, so the higher the professional stability of the higher education anchors. Most anchors are very confident about the future development of the profession. 83.3% of the anchors said they would continue to engage in the anchor profession in the next 2 years, and 87.6% of female anchors said they would continue to engage in the anchor career in the next 2 years.

91.2% of professional anchors said they would engage in the anchor profession in the next 2 years, and 79.7% of part-time anchors said they would engage in the anchor profession in the next 2 years. 70% of college anchors have the support of their families and partners. Of the interviewed anchors, 69.5% are single, and 79% of professional anchors are single.