Analysis on the feasibility of Twitch game Live mode in China

　　May, YouTube to buy Twitch 1 billion dollars, a time gaming video industry has been a lot of people's attention. What kind of industry is this, and what kind of value does he have in it, and will the Twitch pattern blossom in the other side of the ocean? 　　&http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; The origin of the Twitch mode   Twitch business model is very simple, the player uses the software to upload their own game live screen to Twitch, according to the game category and the number of viewers to the broadcast channel to order; The host can earn revenue based on the audience's subscriptions and advertisements.   As a result of Twitch's more than 40 million per month of huge active users, and the occupation of PCs, home machine channels, the 1 billion dollar purchase price was born.   Twitch's parent company, which had been bought by Google for $1.65 billion, and its imitators, Youku, climbed over 7 billion dollars in market capitalisation, it is hard to judge whether the value of 1 billion dollars is high or undervalued in the current state. However, we will use specific figures to analyze the future of the Twitch model in China.   The cost accounting   any business model of the domestic direct seeding platform, the costing is very important.   Game Live Mode cost = Bandwidth fee + Enterprise operating cost + market cost   We first analyze bandwidth costs, twitch in the United States almost no bandwidth costs, Twitch built the computer room and the state of the fiber, while in the states and municipalities, access to at& T these carriers are free, in the United States if you have a large amount of content, the telecommunications operators are very happy to open access to bandwidth, because users will pay for video more broadband packages, content and the telecommunications business here is the mutual profit. In China, the access to each k bandwidth, need to IDC room or CDN to pay for telecommunications or unicom. We have to calculate the game live example, provided to the user 800K rate of clarity, if the platform 100,000 people online, is 80G bandwidth, 1G per year 250,000, then the need to spend 20 million, and 100,000 people online, according to the game media to evaluate, one-day UV will not exceed 1 million. Because the personal live broadcast also cannot use the Peer-to-peer delay, therefore the bandwidth cost is very high.   Compared to bandwidth costs, the current domestic live platform "blood" generally rob high-end anchors, the cost of the market more frightening. To "Dou Fish" platform for example, April to buy high-end anchors, teams and pay the "King's Road" activities in total to pay more than 2.4 million yuan, May also more than 2 million, a single anchor a bit more presentable have opened 10,000, excellent anchor more than 350,000; Battle Team contract 1500,000/year, the king of the road to the activities of the Hero League King of all good and bad money. Because the high-end league resources for the TGA and other official platform master, Dou fish in the domestic ordinary place of the second-line three-line game also put a lot of costs. The same new platform "banner" for the EDG War team, pay 3 million/year costs.   The two parts of the cost Twitch costs close to 0, even so, Twitch is still in a loss situation, the domestic platform of "burning money" state is really staggering.   Income way of exploration   "burning money" in the internet industry is not unusual, if the future income can be, "burning money" is understandable, so we also analyze the game Live mode of income May.   Twitch Subscription mode, we do not analyze, the video site dismal paid subscriptions to tell us that the Chinese people do not have this habit; advertising mode, in the domestic short-term possibility of small, advertising mode required by the scale, the brand to determine CPM value, not overnight formation, It takes a long time to cultivate the market of live buffer advertising.   When it comes to live games, we might as well see another live "show field" mode, let 9158,yy, six room to make a pot full. There are many similarities between the show pattern and the live game, but the difference is great:   1. The same number of bandwidth expenditure games live about 7-8 times as fast as the show field (professional technicians can quickly understand).   2. The ARPU value of the show field is more than 400 everywhere, part of the show is even more than 1000, but the game live very poor, with YY number one anchor "I'm in Dongting Lake" For example, daily live viewers online more than 50,000, but prop income in January only tens of thousands of; ARPU value is only dozens of of the show field.   Live broadcast is a branch of the UGC, despite the large audience, but high spending and the unpredictability of income, so that the class of business model cast a shadow. To China's largest game live platform yy as an example, although the game live online more than yy show, but how does yy see the game live?   1. Although Lee Colling says game Live is an important model, it is regrettable that there is little mention of information in the earnings reports;   2. The underlying execution team is often not able to take place on the show team because of the bandwidth problem and the overall reduction in the rate subsidy show live.   More worrying is the risk of copyright law, game live video copyright by the game screen Copyright + Anchor Personal portrait and audio + Music copyright 3 composition, while the live platform to spend a lot of effort and the host signed agreement, only contains the anchor personal portrait and audio rights, once the official game company to disagree, It is difficult to guarantee the benefits of a live platform on the legal level.  　　The question and the hope   question of the live game One:   compared with yy, Dou Fish, the banner of these live platform lacks the flow, therefore money buys the person to become the only breakthrough means, but this pattern question.   1. Did not see the direct effect, the author and a lot of anchors, as well as live web site editing exchanges, showing the number of online fraud is very serious, a platform tens of millions of input, the daily average UV only about 40.5 million UV.   2. Due to the slow formation of ecological relationships, temporary anchors can only be sustained by throwing money at the site.   3. The Battle team signed the live broadcast cannot have the lasting effect, YY's first second anchor Dong Small SA, the dongting Lake side, the average daily direct broadcast 5 hours above, each month most rests the day, such high strength maintains the live on-line popularity, this is the professional team cannot do.   The above situation shows that the mode of the buyer's maintenance is actually not scientific, unless a steady stream of capital is involved, but if capital is investigated for cost-performance, it is easy to see the problem.   Two:   Team ability is the bottleneck of gaming video industry, the author learned the information, the industry's several platforms, the staff experience is scarce, the overall prime number is low, so it is also the root cause of the problem.   can be seen in the video game industry, although popular, but the current business model of the establishment of the problem is not small, so whether the practitioners have show experience, value-added services experience, the game of transport experience, community experience is particularly important. Otherwise, even if you get the investment, it will continue to wear out until closed.   Three:   This problem and direct business model is irrelevant, because the author is an electric competition enthusiasts, have to make up such a problem, game video live on the electricity competition market has some harm.   1. The team has no love for the live platform, just the relationship between payment and execution. If the money is finished, the team will have a big income, for the current immature electric competition team, it is likely to fluctuate   2. Gaming video industry makes the current many anchor income is higher than the battle team professional players, which makes the contestants are ready to move, the choice of retirement is even better than active duty, and such a phenomenon in Korea is to be eliminated. Wang Power competition Insight and gaming companies can be deeply concerned about this issue.   Although this article on the game has poured a lot of cold water, but the industry's popularity is beyond doubt, but also because of popular and Twitch case, hot money influx, but after all, the industry age is lighter, hot money is easy to know its shape and do not know why.