Four years have passed since 2016, and people have always habitually referred to 2016 as the “Live Year”, the year with the popularity of smartphones, 4G networks, the birth of thousands of live streaming platforms, the birth of nearly 350 million live users. Mobile live streaming has become popular, live broadcast has become a lot of netizens leisure entertainment, access to knowledge an important way. In the process, there are also a large number of young people see the career opportunities brought about by live broadcasting, into the live broadcast industry, engaged in live-streaming-related work, such as anchors, guild operations and other occupations.
On January 8, China’s leading mobile social platform, Stranger, released the 2019 Anchor Career Report, a sample survey of anchors found that 33.6% of 95 live streams per day for more than 2 hours; The post-95 host buys a house for his parents.
33.6% after 95 to watch live broadcast for more than 2 hours a day Black Jiliao professional anchor accounted for the highest proportion
According to CNNIC data, as of June 2019, the number of mobile Internet users in China reached 847 million, the proportion of Internet users with mobile phone Access as high as 99.1%. China’s live webcast reached 433 million, an increase of 36.46 million over the end of 2018, accounting for 50.9% of the total internet users. In the survey of nearly 10,000 mobile users, it is found that mobile live users have: young user groups, strong stickiness, payment habits mature three characteristics.
Users watching mobile live were younger overall, with 23.7% after 90 and 18.5% after 95. 74.8% of the users surveyed said that the daily time of watching the live broadcast is more than 30 minutes, 32.1% of the users watch the live broadcast every day for more than 2 hours, the younger users, the longer the daily watching live broadcast time. 32.7 per cent watched live broadcasts for more than two hours a day after 95, compared with 33.6 per cent after 95. According to the latest DATA from CNNIC, the average weekly Internet time for Chinese Internet users in the first half of 2019 was 27.9 hours. Despite the overall trend of personal Internet application slower, the service of webcasting has maintained a high half-year growth rate, with a half-year growth rate of 9.2% in June 2019, far exceeding that of instant messaging, search engines, web news, web music and other web services. Webcast has become the fastest growing online entertainment service, while live streaming has become an important daily entertainment and leisure mode for Netizens.
Men are more likely than women to watch live, and there is a significant increase in the amount of time men and women spend on the live stream. 77.3% of men watch live live for more than 30 minutes a day, 35.1% watch more than two hours a day, compared with 68.4% of male users watching live broadcasts for more than 30 minutes per day last year, compared with 64.6% of female users watching live broadcasts for more than 30 minutes in 2019 and 20.3% for more than 2 hours. Last year, just 60.2% of female users watched live broadcasts for more than 30 minutes a day.
According to the 2019 Anchor Career Report, the age of the mainaudience is clearly younger. In 2019, 33.4 percent of the anchors surveyed were professional anchors, compared with 31 percent in 2018 and 27.6 percent in 2017. Nearly half of post-95 anchors are professional anchors, with 49% of professional anchors and 38.3% of post-90s. The proportion of professional anchors after 2018 was 45.6%, and the proportion of post-90 professional anchors was 36%. The population engaged in the business of anchoring also has obvious regional characteristics, with the northern professional anchors far more than the southern professional anchors. The 10 provinces and cities with the highest proportion of professional anchors are Heilongjiang, Jilin, Liaoning, Chongqing, Gansu, Guangxi, Tianjin, Hunan, Guizhou and Guangdong.
Nearly 8 00 users pay for live streaming 24.1% of professional anchors earn more than 10,000 a month
The anchor has gradually become a new profession, which is closely related to the payment habits and the amount of money paid by live users when watching the live broadcast. According to the survey, 79.4 percent of users pay for live streaming each month, or nearly 80 percent. Among them, the proportion of users who pay more than 500 yuan per month is 28.4%, and the proportion of users who pay more than 1000 yuan per month is 19.8%. Men are more likely than women to pay for live broadcasts, with 22.8 percent of men paying more than 1,000 yuan a month and only 7.6 percent of women. The users interviewed said that the talent strength, the character of the intimate and interesting, high-value is an important factor affecting live broadcast payment.
The younger you are, the more mature your payment habits are in live streaming, and the higher the amount of money paid. According to the survey, 82.2% pay monthly after 95 in the live broadcast, 29.6% of the 95 after the month to reward more than 500 yuan, 21.6% of the monthly reward of more than 1000 yuan. The more developed the coastal provinces and cities users, the more love to pay in the live broadcast, the country-wide live consumption of more than 1000 yuan of TOP 10 provinces and cities for Fujian, Shanghai, Guangdong, Zhejiang, Beijing, Jiangxi, Jiangsu, Sichuan, Inner Mongolia, Anhui, the average monthly consumption of more than 1000 yuan accounted for: 27.8%, 27.3%, 26.4%、25.8%、24%、24%、22.9%、21.6%、20.5%、20.2%。
In contrast, users in the northern inland cities most dislike paying in live broadcasts, and the top 10 provinces and cities that do not like to pay in live broadcasts are Jilin, Liaoning, Guizhou, Hainan, Inner Mongolia, Heilongjiang, Guangxi, Ningxia, Henan and Gansu, respectively, without brushing gifts. %、28.3%、27.8%、27.3%、26.7%、25.85、25.6%。
According to the 2019 Anchor Career Report, the proportion of professional anchors earning more than 10,000 is 24.1%, up slightly from 21% in 2018, and the proportion of female career anchors earning more than 10,000 is slightly higher than that of male career anchors. According to the sample survey data, the younger the host, the higher the education, the higher the proportion of high income. 12.6% post-90 anchors earn more than 10,000 a month, and 15.5% post-95 anchors earn more than 10,000 a month.
Among the anchors who earn more than ten thousand yuan, high education accounts for a relatively high proportion. Monthly income of more than 10,000 anchors, college education accounted for 10%, undergraduate education accounted for 18.1%, master’s degree accounted for 25.4%, of which 16.9% of master’s degree and above the main broadcaster income of more than 50,000 yuan. In the geographical distribution of high-income anchors, the southern provinces and cities have a relatively high proportion of high-income anchors. Top 10 provinces and cities with the highest percentage of gross monthly income were Hunan, Fujian, Hubei, Zhejiang, Guizhou, Shandong, Yunnan, Anhui, Liaoning and Beijing, with monthly revenue accounting for 20%, 16.7%, 14.6%, 12.5%, 11.1%, 10.9%, 10.3%, 10.6%, 10.3 %、10.3%。 One in five Hunan anchors earns more than 10,000 yuan a month.
26.9% career anchors have been in business for more than 2 years Master’s degree anchor career life is the longest
As a new profession developed with the perfection of mobile Internet and communication technology, the life cycle of network anchors, whether it can develop in the long term has been one of the issues that the public pays close attention to. Nearly four years have passed since the first year of live broadcasting, and the life cycle of the host profession has been validated by many parties.
More than 20 percent of the anchors interviewed spent more than two years in the profession, and 26.9 percent of professional anchors spent more than two years live. Because the higher the academic qualifications of the host income, so the higher the professional stability of highly educated anchors. Undergraduate academic degree for more than 2 years live broadcast accounted for 22.8%, master’s degree or more broadcast live for more than 2 years accounted for 31%, are much higher than the average. More than 2 years of business in his provinces and cities mainly in the north, of which the professional anchor selling more than 2 years of the highest proportion of TOP 10 provinces and cities are Inner Mongolia, Heilongjiang, Shandong, Shaanxi, Jilin, Beijing, Hubei, Jiangxi, Anhui, Hubei, live broadcast more than 2 years accounted for: 28.8%, 27.3%, 26.6%、26.6%、24.4%、24.3%、22.3%、22.1%、21.8%、19.8%。
At the same time, the survey also found that most anchors are very confident about the future development of the career of anchors. 83.3 per cent of anchors said they would continue to pursue their careers as anchors for the next two years, with 87.6 per cent of female anchors saying they would continue to pursue the anchor career for the next two years. 91.2% of career anchors indicated that they would be engaged in the anchor career for the next two years, and 79.7% of part-time anchors indicated that they would be engaged in the anchor career in the next two years.
47.2% of professional anchors spend more than a thousand dollars a month to improve themselves 69% of anchors are supported by family partners
According to the 2019 Anchor Career Report, a large number of anchors will spend time and money improving their professional skills while live streaming in order to earn better revenue, expand their career platform, attract fans, and gain higher exposure. 78.2% of anchors said they would spend time and expense to improve themselves, with male anchors paying more attention to improving their professional skills and 84% of male anchors improving themselves in their spare time. 65.7% of anchors spend more than two days a week improving themselves. The higher the education, the higher the income of the anchor in order to seek better professional development, the more attention to self-improvement. 85.2% of undergraduate academic anchors will regularly promote themselves, master’s degree or above 86.1% will regularly promote themselves.
In the monthly self-promoting spending survey, 54.3 percent of anchors spend more than 1,000 yuan a month on self-improvement, and 67.8 percent spend more than 1,000 yuan a month on self-improvement. This figure is also up significantly from 2018, when 33.8 percent of anchors spent more than $1,000 a month on self-improvement. In addition, the younger you are, the higher the revenue of the anchor, the higher the monthly cost of self-improvement. 9.1% of the anchors spend more than 5000 yuan a month to promote themselves, 11.4% of 95 after the anchor spend more than 5000 yuan a month to promote themselves. 9.3% of college students spend more than 5000 yuan a month to improve themselves, 10.8% undergraduate academic anchors spend more than 5000 yuan a month to improve themselves, and graduate students or above the proportion of anchors as high as 38%.
With the further standardization of the live broadcast industry, the popularity of further enhanced, the host of the profession of social recognition has also been enhanced. Of the nearly 10,000 users surveyed, 78.5 percent said “the anchor is a profession”, with female users being more recognized as anchors, 81.8 percent of women saying “anchors are a profession” and 77.6 percent of male users. Compared with last year, the public’s acceptance of the anchor profession also increased, in 2018, the proportion of users who think “anchor is a profession” was 73.4 percent.
The younger the age, the higher the income, the higher the recognition of the host career, 84.5% of 95 after the “anchor is a profession”, after 85, 90 after more than 80% think that “the host is a profession.” 76.3% of the monthly income of 5000 yuan below users think that “the main broadcaster is a profession”, the monthly income of 5000-10000 yuan users this data ratio is 79.5%, monthly income 10000-20000 yuan for 81.1%, 82.4% monthly income of 20,000 yuan or more users think “anchor is a profession.”
Nationwide, the top 10 provinces and cities with the highest professional recognition for anchors are Yunnan, Fujian, Hunan, Guangdong, Zhejiang, Tianjin, Shanghai, Guangxi, Jiangxi and Shandong, and the percentage of “anchoristis is a profession” is: 86.4%, 84.5%, 83.3%, 83.2%, 82%, 80.5% 、80.2%、80%、79.3%。
The data on career recognition for anchors matched those of the audience, with 69 per cent receiving support from family members and partners, 74.2 per cent of female anchors receiving support from family members or partners, 82.8 per cent of career anchors receiving support from family members or partners, and 62.7 per cent of part-time anchors receiving support from family members or partners. The younger you are, the more your family and partner will recognize your partner. Only 66.8 per cent received support from family members and partners after 80, 70.3 per cent after 85, 72.4 per cent after 90 and 75.9 per cent after 95.
Among them, 70% of post-secondary school students received the support of family and partners, 66.7% of undergraduate anchors received support, master’s degree or above to obtain family and partner support is relatively difficult. In terms of the recognition of the host profession by family members and partners, the northern provinces and cities are relatively open, and the southern provinces and cities are relatively conservative. Nationwide, the top10 provinces and cities with the most open professional attitude to the anchors are Liaoning, Jilin, Tianjin, Heilongjiang, Guizhou, Gansu, Inner Mongolia, Shandong, Hebei and Hunan. Support ratings were 83%, 82.2%, 80.6%, 78.8%, 78.2%, 77.8%, 76.9%, 75.1%, 73.7% and 72.6%. The top 10 provinces and cities with the most conservative attitude to the anchor’s career are Guangxi, Xinjiang, Shanghai, Jiangsu, Hubei, Fujian, Beijing, Shaanxi, Zhejiang and Sichuan, with disapproval rates of 42.5%, 37.5%, 37%, 37%, 36.6%, 36.4%, 35.9%, 35.8%, 34.5%, 33.5%。
Nearly 80% of professional anchors are single 11.8% of post-95 anchors buy homes for their parents
According to the sample survey data, due to the intensity of work, stress, younger, 69.5% of the anchors interviewed are single, 79% of professional anchors are single. The main three reasons for choosing to be anchors are: freedom of time, development prospects in the live-streaming industry, self-talent, and the three biggest gains from being anchors are: expanding social circle; growing self-confidence, achieving self-growth; and gaining recognition and realizing self-worth.
Despite the younger group as a whole, the group showed a strong sense of responsibility for the family that far exceeded that of its peers. For the most accomplished things done through live broadcasting, 8.8% of the host said that through live broadcast income for parents to buy a house, of which 90, 95 after the family sense of responsibility is stronger, 11.6% after 90 anchorsaid said that buying a house for parents is the most successful thing to do in the live business, 95 after “buying a house for parents” 11.8 per cent.