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企鹅高管空降虎牙,斗鱼会成“弃子”吗?

游戏直播赛道中一度大杀四方,并且最终笑到最后的斗鱼,为什么会变成现在的样子?

在游戏直播赛道中一度大杀四方,并且最终笑到最后的斗鱼,为什么会变成现在的样子?

当时一度被认为是城市名片的“互联网独角兽”的斗鱼,到现在转变为没那么时髦的互联网行业的“昨日黄花”,那么,过去这几年究竟发生了什么?

近日,据媒体报道,腾讯副总裁林松涛将接替黄凌冬出任虎牙董事长,同时他还将继续在腾讯履职,负责应用宝业务,向腾讯COO任宇昕汇报。

这也被认为是腾讯在各业务线强化联动的又一举措。 在此之前,腾讯旗下多家上市公司和产品线负责人都有类似的强联动任职出现,林松涛出任虎牙董事长,也被解读为游戏直播赛道对于腾讯最重要的游戏业务仍然是很重要的,所以,企鹅应该也会持续在这一看似衰退的领域加大投入力度。

但这对于同为企鹅游戏直播版图的斗鱼而言,是有一些尴尬的。林松涛的任职,也被一些分析人士认为是平台更重视虎牙,而对斗鱼似乎有点疏远——虽然,这不一定是事实,不过作为游戏直播领域最重要的玩家,斗鱼看起来麻烦确实更多一些。

1

5月初,相关部门派出工作组进驻斗鱼平台,开始为期一个月的集中整改督导。此次行动旨在严厉打击斗鱼平台存在的低俗、色情等严重生态问题,这引发了直播行业的“地震”,很多主播都表示直播的时候必须要更谨慎,也更要“积极向上”的来做直播。

之后,斗鱼官方表示,将积极配合工作组的检查和指导,认真按照监管要求深入开展内容整改等工作。目前斗鱼平台运营一切正常,感谢社会公众的关注和监督,斗鱼将进一步优化平台内容审核机制,切实履行平台监管责任,营造更加健康积极的网络直播环境。

必须要提的是,此次直播平台的整改并非针对斗鱼,在此轮“清朗行动”中,包括百度、新浪微博、斗鱼、豆瓣等都有需要整改的地方,只是斗鱼的问题可能略微严重些。

根据媒体报道,今年3月,有网友投诉称收到斗鱼官方推送的软色情表演内容,而后该话题一度登上微博热搜,后续相关媒体报道,发生该变化的原因是斗鱼修改了平台违规扣分规则,减少了违规扣分行为对主播收入的限制和影响。

这些,也被认为是斗鱼在经营压力之下的“变通”之举,但目前来看,在当前的大环境下,“变通”等于“不通”,被屡次点名整改的斗鱼,迎来监管部门的“重拳出击”。

那么,在游戏直播赛道中一度大杀四方,并且最终笑到最后的斗鱼,为什么会变成现在的样子?值得业界思考。

2

2018年的初夏,读娱君在武汉参加了线下的“斗鱼嘉年华”,被当时热闹的场景所震撼,写了《一座城和它的互联网独角兽名片》一文,在文章中也提到了在嘉年华活动中一些非常受欢迎的女主播,冯提莫、阿冷、周二珂、纳豆、陈某发等等。

时过境迁,阿冷已经停播,陈某发被封,周二珂摆烂,冯提莫在转投b站后也停播; 和这些曾经广泛受到欢迎的女主播们一样,斗鱼也从当时一度被认为是城市名片的“互联网独角兽”,转变为没那么时髦的互联网行业的“昨日黄花”,那么,过去这几年究竟发生了什么?

很多关注互联网和直播行业的朋友,应该对游戏直播行业的变迁非常熟悉,但也有很多朋友对此不太了解,读娱君在这里简单解读下游戏直播领域过去十多年的历程。

首先,游戏直播千播大战。游戏直播行业兴起之初,可以说是群雄并起,各携资本拼杀,一度形成了斗鱼、触手、战旗、熊猫等多足鼎立的格局;之后,经过优胜劣汰,最终形成了斗鱼、虎牙、企鹅直播三强的格局;

其次,最终整合未遂。 在游戏直播的整合过程中,斗鱼和虎牙都分别接受了来自腾讯的投资,并在其主导下开始合并,斗鱼、虎牙、企鹅直播也朝着三家归一的方向努力,不过最终,还是未能如愿——之后,企鹅直播关停,游戏直播赛道也就剩下了斗鱼和虎牙。

就在整合的最后阶段,疫情不期而至,电竞行业乃至整个互联网行业都迎来了“至暗时刻”,斗鱼和虎牙的运营也都面临着巨大的压力。这也是斗鱼在一些主播管理上“变通“的背景。

虽然是“游戏直播”平台,但斗鱼的“娱乐直播区”却很有底蕴,前文提到的女主播其实都是才艺主播,也都是斗鱼盈利最重要组成部分,也就是“虚拟礼物”的重要贡献者。根据斗鱼财报,2022年,超95%的营收是直播收入,具体是指通过销售虚拟礼物产生的直播收入,也就是打赏;另外不到5%是广告收入。

除了少数头部游戏主播,大多数游戏直播的吸金能力其实比不上娱乐主播的。娱乐主播,也就是所谓的秀场直播,内容都是以唱歌、跳舞、聊天为主,主播发挥特长,以此获得观众的礼物打赏和关注——而这些娱乐主播,也就是擦边内容的高发区,也是此次整改的重点。

有行业自媒体认为,在越发激烈的竞争环境下,斗鱼等平台主播“擦边”,直播内容存在色情等现象主要是为了解决用户粘性和收益问题。斗鱼创始人、CEO陈少杰曾多次指出要提升斗鱼用户粘性,“2022年斗鱼通过优化营收活动、版权策略调整和加大自制内容投入等多种运营策略保持了公司整体业务的基本平稳。我们将深化内容平台的增长逻辑,以内容建设为基础,以社区互动为核心,提升用户粘性和留存。”

提高粘性,就要在游戏主播外更多扶持娱乐主播,娱乐主播为了出圈就会有可能在内容上“擦边”,由此形成了直播内容的恶性循环。这对斗鱼而言,确实是很难走出的泥潭。

对斗鱼来说,在企鹅内部的序列可能比不上某牙,这或许也使得游戏直播上投入减少;不过,就算斗鱼在娱乐主播领域发力,但想要赶超抖音快手视频号,也机会渺茫。

3

垂直娱乐直播赛道的竞争者,其实都是老面孔,yy、映客、花椒等等,但这个领域更大的玩家其实是两大短视频平台。

在快手发布的2023年一季度财报中提到,其营收252.2亿元,同比增长19.7%,其中,直播营收93.19亿元,同比增长18.8%;在用户规模方面,2023年一季度快手应用的平均日活跃用户和平均月活跃用户分别是3.743亿和6.544亿,同比增长8.3%和9.4%,短视频及直播内容的总观看次数同比增长超10%。

抖音的直播营收量级应该是更大。

再来看斗鱼,根据最新的财报,第一季度,斗鱼总营收为14.83亿元,毛利率高达11.9%,实现净利润1450万元,其中,直播收入为13.69亿——斗鱼盈利了!但这盈利更多还是“降本增效”的结果,而从收入来看,斗鱼直播收入大概是某手的七分之一。

再来看虎牙,根据2023年第一季度,虎牙直播收入为18.6亿元,同比下滑13.56%!虽然下滑了,还是比斗鱼的量级要大一些。

而在游戏直播赛道最重视的版权方面,过去数年,很多重要赛事斗鱼一度是没有版权的。当然,进入2023年,斗鱼又恢复了在游戏赛事版权的投入,据介绍,斗鱼在第一季度也恢复了对英雄联盟LPL、S赛等核心赛事版权的采买,财报中提到,第一季度斗鱼共转播了包括英雄联盟职业联赛(LPL)春季赛、王者荣耀职业联赛(KPL)春季赛等在内的超过20场官方大型赛事活动。

而在游戏版权采买背后,其实也是游戏直播赛道当前最大的显性特征,那就是企鹅生态一家独大。电竞赛事虽然项目繁多,五花八门,但在国内真正有影响力的电竞赛事,还是企鹅生态内的电竞赛事和项目,所以,虎牙、斗鱼以及b站才能够在这一领域保持足够的竞争优势,毕竟,字节系在电竞赛事直播版权上是受限的。

游戏和电竞市场,是充分竞争市场,但电竞赛事直播其实是一个非充分竞争的市场,这是由市场竞争环境决定的。

而多年来,虎牙财务上的表现,尤其是在成本控制上的表现应该是优于斗鱼的,这或许也是林松涛空降虎牙而非斗鱼的原因之一。

此外,根据自选股显示,腾讯持有虎牙46.69%的股份;持有斗鱼37.75%的股份,而斗鱼创始人陈少杰还持有超过17%的股份,而虎牙的第二大股东则是欢聚时代,持有超过16%的股份——或许正是因为如此,虎牙才能更容易和企鹅内部“一致行动”?不得而知,但和虎牙比起来,斗鱼的独立意识应该是要强一些的。

综上:

游戏直播赛道,企鹅体系似乎正在强化虎牙和平台的联动。秀场直播,短视频当道,再加上清朗行动的持续推进,斗鱼在运营上的压力可想而知。

此外,在主播层面,斗鱼和虎牙,已经失去了“造星”的本能。要知道,曾几何时,斗鱼和虎牙上不仅人气游戏主播辈出,当红娱乐主播也是层出不穷。但到了2020年以后,那些能够出圈的娱乐主播多数都集中于短视频平台,斗鱼和虎牙平台上的高人气才艺主播基本没有新鲜面孔,就算有也难留住——这或许也是大势所趋,毕竟,对于主播们而言,短视频平台的曝光度更高,商业化程度也更高,自然是“人往高处走“。

但读娱君也认为,作为季度营收接近20亿,年营收近百亿的互联网直播平台,斗鱼是有底蕴和底气的,也期待斗鱼能够在强监管下找到更符合当下潮流和趋势的内容方向,保持足够的竞争力,保持住其作为武汉这座城市互联网名片的地位。


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