Is the live broadcast “cool” or “normal”? The most wanted job of the post-90s is the anchor

Li Chunhui, editor of

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of Ye Chunchi, author of

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, and editor of

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, has become a new force in the workplace with the first batch of

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full of 18 after 00, who have been labeled with numerous rebellious labels. Talking about baldness, Buddha nature and mourning, they still show their unique personality as Internet aborigines in front of life choices. According to the data released by the Ministry of human resources and social security of the people’s Republic of China,

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, 54% of college graduates in 2016 most yearned for the emerging career list, chose the online Red anchor, followed by the voice dubber, makeup artist and game evaluator.

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all felt that the sword was on the wrong side of many Post-70s and post-80s, while in the eyes of post-50s and post-60s, they were almost deviant. Especially the network red anchor, not all say now live broadcast go downhill?

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experienced the upsurge of national live broadcast in 2016. In 2017, the whole live broadcast industry became more and more rational, accompanied by many voices of failure. However, it is not difficult to find that the live broadcast, once a new and cutting-edge way of entertainment, has lost the freshness of its heated discussion. But on the other hand, live broadcasting has become a normal way of mass entertainment consumption. Just like TV, movies and games, people only care about the specific stars and works, not the form itself.

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on January 7, the 2017 career report of anchor released by mobile social platform Momo shows that the younger the user is, the higher the professional recognition of the anchor. From the perspective of income, the income of the anchor is basically proportional to the education background and the time devoted to work. Compared with the expectation of hard candy king, the proportion of high-income male hosts is slightly higher than that of female hosts.

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and “Internet addiction” have a very serious word in their early years, which is called “Internet addiction”. Few people have said it now, even when it is mentioned as a kind of ridicule. As the indigenous people of the Internet, the post-90s have long been used to the life without Internet, which also makes the post-90s have a natural sense of stickiness and belonging to video.

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data show that 70% of the post-90s choose to surf the Internet in their spare time instead of watching TV, movies, fitness, shopping, tourism and parties. Average network age of post-90s seven point five three In 1990, the most important thread in the Internet life of the post-90s is video + entertainment + star chasing. Live and short videos have become part of their lifestyle.

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in the 2017 anchor career report (hereinafter referred to as the report), through a sample questionnaire survey of nearly 10000 netizens and anchors, Momo found that both the audience and the anchors in the live broadcast industry are very young groups. Post-80s users of the live broadcast 28.29% Post-90s and post-95s 60.4% , post-90s in the host 67.5% , 15.5% After 95.

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have also changed the bottom concepts of the post-90s. They have become a more entertaining generation, presenting a more positive evaluation of the new career of anchor. The younger the age, the higher the recognition of the job of anchor, and 54% of the post-90s who are eager to become the anchor or the Internet red. Of course,

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, on the other hand, are also because the post-90s are immersed in consumer culture, witnessing the wave of wealth creation in China’s Internet, and their desire for wealth is more urgent. And live broadcasting is undoubtedly one of the most lucrative new professions in the past two years.

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in 2017, Dan Middleton, YouTube’s highest earning anchor in the previous year, made an annual income of 16.5 million US dollars one point zero nine Billion yuan). On the live broadcast platform of Momo, the top ten female broadcaster champion lion in 2017 made 21.47 million in the final night, which is equivalent to the box office revenue of Deyunshe in 2016.

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reports show that the income of full-time anchor is generally higher than that of part-time anchor, and about 35% of full-time anchor’s monthly income is higher than 8000 yuan, 6.6% The monthly income of the full-time anchor is more than 30000 yuan. Among the interviewees with monthly income over 8000 yuan, those from Tianjin, Beijing and Zhejiang accounted for the highest proportion.

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in terms of gender ratio, 85.8% The percentage of male hosts is less than 15%. As far as the whole country is concerned, boys in the north are more likely to be anchors, with the proportion of male anchors in the three northeastern provinces (heijiliao) reaching 63.3% The five provinces with the highest proportion of male anchors are Beijing, Shanghai, Heilongjiang, Jilin and Liaoning. The comparison between

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breaks the thinking pattern: the live broadcasting circle is not “beauty is justice”. Both the anchor and the audience think that “affinity” and “talent” rank ahead of “beauty”. The income of the anchor is also in direct proportion to the educational background. Among the anchors whose monthly income is higher than 8000 yuan, 63% of them have bachelor’s degree or above. The proportion of high-income male hosts is slightly higher than that of female hosts, and 16% of male hosts earn more than 8000 yuan per month. The income of

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male anchor is stronger than that of female anchor, which may be related to the relatively small number of male employees in the anchor industry and the small competitive pressure. But from the whole point of view: talent is greater than beauty, education determines income, and men “earn better” than women, which is determined by the entertainment consumption habits of the post-90s.

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, the post-90s

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, the industries of live broadcasting and short video, which refuse to plagiarize in vain, are thriving. The most important reason is that there are a group of 9000 year olds who are willing to pay for their hobbies. It is not just because they are young that the post-90s generation can become the leading force and the most influential consumer group in the consumer market. (the post-80s didn’t enjoy this kind of treatment in those years.) The post-90s generation of

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have a strong sense of copyright. Their consumption motivation mainly comes from interest. They are very willing to pay for virtual content as long as they “like it.”. The post-90s generation is in need of social networking. Whether they play games or watch live broadcast, they are more willing to establish close ties with strangers in the online world.

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never regard themselves as strangers of a live broadcasting company in this respect, obviously they understand the psychology of young users very well. Strangers, who are transforming from strangers, have grasped the social attributes of the post-90s in the field of live broadcasting – these young people are eager to find a sense of belonging in the Internet and hope to establish a real connection in the virtual world.

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are the largest compared with pepper, Yingke and other live platformsThe difference lies in the accumulation of social level and the two-way point-to-point communication of users through live broadcast. In other words, Momo makes live broadcast become content consumption and creates a unique social way, which also effectively improves the social efficiency of users. According to the report, 54% of male anchors prefer to meet friends through live broadcast. However, female anchors are relatively pragmatic, and 35.3% of them prefer to earn income through live broadcasting.

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account for 77% of the total population aged 19-33 in Momo. Younger people have no introverted Internet users. They are willing to show themselves and pay for others’ self-expression. As long as the product can provide valuable content, services and value-added projects, users are willing to pay for the value, but the premise of consumption is that there are enough attractive content and forms. According to the report, 66.8% of the users who have seen the live broadcast have ever rewarded the anchor.

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users who are willing to spend money are also picky users. As the old saying goes, “praise and disparagement are buyers, while cheering is idle.”. This requires that the live broadcast platform and the anchor must continuously upgrade their products, and the professionalization of live broadcast becomes the general trend.

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are obviously upgraded in Momo: the host star, self-made variety show, cooperation with professional economic institutions, short videos and other major actions are constantly. Whether we can establish a real pan entertainment ecosystem from the social and live broadcasting start depends on whether users are willing to pay. Whether the live broadcast can support a wide range of users’ pan entertainment entrance, as the leading practice of Momo, will have important implications for the whole industry. What will

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and “live generation” look like?

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even though the post-90s have regarded the anchor as a “dream career”, in the eyes of the public, “network anchor” is still inevitable to be regarded as a colorful spectacle. The survey data of

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for the public shows that users who have seen the live broadcast have significantly higher positive evaluation on the anchor than those who have not. For the young people who are engaged in the broadcasting industry, they are most concerned about the recognition and support of their families and partners. The reports of

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show that 44.5% of the hosts interviewed are “single”. 76.1% of the non single hosts said their partners didn’t mind or supported them, 62.5% said their families and relatives didn’t mind or supported them. Compared with women, men are more concerned about their partner as the anchor, 36.7% of men are concerned about their partner as the anchor. The acceptability of

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to the host industry is obviously different in different regions. Interestingly, the most popular industry is not the northeast of China, which is the most rich in anchors. Guangxi, Hainan, Shanxi, Shaanxi and Guangdong are the top five provinces with the highest acceptance of the job of anchor. Shanghai, Beijing, Jiangsu, Tianjin and Anhui are the top five provinces that are most opposed to being the anchor, with the highest objection rate of 42.6%.

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have always been the characteristics of the post-90s, and “like” has helped them make a lot of choices. For the post-90s, they have to find what they like. What they like is nine to five, living in peace and stability, which doesn’t exist. They prefer to work in their own way.

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have increased the social recognition of the anchor profession. In addition to the post-90s’ life choices of “flying themselves”, the rapid rise and mainstream contribution of the first batch of online celebrities are indispensable. The economic foundation determines the superstructure. It is these rich and famous successful predecessors who have made a name for the anchors and pundits who used to be “not serious”.

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Papi sauce

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were added to many labels of the post-90s, some of which were recognized, some of which were laughed off. And its entertainment consumption behavior at least has rules to follow: prefer fragmented entertainment, prefer simple comments, in the “release of their original articles, videos, etc.” aspect, the proportion of post-90s is far lower than that of Post-70s and post-80s. After

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, 90 young people receive information, hope to make complaints about their own opinions, and eager to interact. Compared with staying in front of the TV, they will choose to hold their mobile devices and click on their favorite videos anytime and anywhere. And interactive sharing, also changed the previous form of creation.

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at present, live broadcast and short video are indeed the best forms of entertainment content at this stage. But once the form is normalized, people will put forward higher requirements for the content itself. Just like in the beginning, as long as it’s a 3D movie, people can’t close their mouths. Now, the movie is all about visual wonders, wonderful stories and emotional resonance.

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and “entertainment company” are bigger stories than “live company”. On the road of Pan entertainment and pan social interaction, whether it’s Momo or other live platforms, it’s not only a process of self enhancement, but also a journey of self reconstruction. The generation of

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has a generation of yearning and a generation of entertainment. Every generation of young people has their own way of life. At the beginning of the live broadcast, some people worried that young people would fall into a state of curiosity and decadence. But if we look back on the past, we will find that at the beginning of the birth of television, “people of insight” had the same concerns.

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, but now it seems that the “TV children” of the post-80s generation have grown into the backbone of the society. It is the instinct of human society to realize social self-regulation through wealth class and universal concept. The “Internet addicted teenagers” and “live generation” of the post-90s will also lead to their glory and dreams. And the ladder will naturally become the product of a generation, and who will spend it? “

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