On June 19, the 2024 China Online Performance (Live Broadcast and Short Video) Industry Annual Conference with the theme of "Renewing the Live Broadcast Ecosystem and Rejuvenating the Vitality of Cultural Tourism" was held in Harbin, Heilongjiang Province. At the meeting, the "China Online Performance (Live Broadcast and Short Video)" was released. Short Video) Industry Development Report (2023-2024)", which comprehensively presents the new characteristics and trends of the development of online performance live broadcast and short video industry, and analyzes the new paradigm and new ideas of online and offline integrated development. The
report shows that in , my country's online performance (live broadcast) industry market revenue will reach 209.5 billion yuan in 2023, an increase of 5.15% compared with 2022, and there will be 4,643 new national operating Internet cultural unit certificate holders. As of March 2024, the number of domestic MCN institutions exceeded 26,800, an increase of approximately 2,800 compared to 2023. As of the end of May 2024, the number of anchor accounts in my country's online performance (live broadcast) industry has exceeded 180 million (multi-platform non-deduplication data).
The annual conference consists of a main forum, theme sub-forums, industry festivals and other sections. More than 400 representatives from online live broadcast and short video platform companies, online performance agencies and cultural tourism companies attended the conference.
2024 China’s online performance (live broadcast and short video) industry annual meeting site
Inheriting culture and innovating culture
Enterprise platforms must be creatively transformed and innovatively developed
my country’s online performance industry has developed rapidly and has become an important content to meet the spiritual and cultural needs of the people. 2024 is not only an important node for the high-quality development of the national online performance market, but also a critical period for strengthening content innovation and promoting online and offline integrated development. At this annual meeting, the heads of relevant departments such as the Market Management Department of the Ministry of Culture and Tourism, the Literature and Art Bureau of the Central Propaganda Department, the Information Bureau of the Central Propaganda Department, the Comprehensive Management Bureau of the Central Internet Information Office, the 11th Bureau of the Ministry of Public Security, and the Heilongjiang Provincial Culture and Tourism The person in charge of the department and representatives of the cultural and tourism departments of various cities in Heilongjiang attended the event.
Hou Zhengang, Director of the Market Management Department of the Ministry of Culture and Tourism, delivered a speech, saying that the online performance industry is an important carrier for inheriting and developing China’s excellent traditional culture and promoting cultural innovation. It has played a positive role in leading cultural and tourism consumption and promoting cultural and tourism promotion. . Online performance companies and platforms must adhere to creative transformation and innovative development, be guided by the core socialist values, and vigorously promote China’s excellent traditional culture; strengthen the construction of online cultural content and continuously meet the people’s growing spiritual and cultural needs. It is necessary to conscientiously fulfill the main responsibility for content security and jointly create a good network ecology so that live broadcasts and short videos can better empower the high-quality development of culture and tourism, and better serve employment and the real economy.
Liu Kezhi, President of the China Performance Industry Association, said in his speech that online performances are an important part of the cultural market and an important carrier for cultural communication; the digital economy is an important support for smoothing the economic cycle and activating development momentum. In the wave of digital economy, online performances have become an important bridge connecting content creators and hundreds of millions of viewers. They are also a key link in the coordinated development of the digital economy and the real economy. They play a role in promoting employment, promoting the integration of culture and tourism, and spreading positive energy. increasingly important role.
In 2023, "Erbin"'s hospitable "city personality" was highly praised by the Internet. Qi Bin, deputy director of the Heilongjiang Provincial Department of Culture and Tourism, said that Longjiang, an "Internet celebrity" in the digital age, has received positive responses from major platforms and online content creators. In response, the tourism craze of "travel with videos and go to Heilongjiang" has started. The live broadcast and short video industry has continuously created economic, social and cultural value for Longjiang, and gathered strong momentum for the high-quality development and sustainable revitalization of Longjiang.
The market size exceeded 200 billion yuan
The output value and social benefits of the live broadcast industry continue to improve
At this annual meeting, the China Performance Industry Association released the "China Online Performance (Live Broadcast and Short Video) Industry Development Report (2023-2024)". The report shows that in 2023, the market revenue of my country's online performance (live broadcast) industry will reach 209.5 billion yuan, an increase of 5.15% compared with 2022.Based on their user base advantages, the three comprehensive content platforms Douyin, Kuaishou, and WeChat Video account lead the number of anchors/creators and business volume, and are at the top of the industry; platforms such as Bilibili, yy, Momo, and Huya, etc. The content and users have different focuses, the business development is showing a good trend, and the operational vitality is highlighted.
Pan Yan, vice president and secretary-general of the China Performance Industry Association, released the "China Online Performance (Live Broadcast and Short Video) Industry Development Report (2023-2024)"
Data shows that as of the end of 2023, the number of licensed market entities for commercial Internet cultural units It exceeded 15,000, with 4,643 new units added in 2023. It has not been negatively affected by the recovery of the offline real economy. The live broadcast and short video industry has become a stable content and consumption channel for users, and will remain in a stable development trend for a long time.
Organization, anchor, and user data show that as of March 2024, the number of domestic mcn organizations exceeded 26,800, an increase of approximately 2,800 compared to 2023. As of the end of May 2024, the number of anchor accounts in my country's online performance (live broadcast) industry has exceeded 180 million (multi-platform non-deduplication data). As of December 2023, the number of online live broadcast users has reached 816 million.
Live broadcasts and short videos are providing new momentum for the high-quality development of the cultural and tourism industries. Short videos are deeply integrated into traditional culture and tourism industries, helping to realize iterative upgrades of the entire industry chain, enabling them to adapt faster and better to the development of the Internet economy and digital economy, greatly enhancing industry vitality, innovation capabilities and competitiveness, and achieving high-quality development . At the
annual meeting, the China Performance Industry Association, Tsinghua University Cultural and Creative Development Research Institute, and Tencent jointly released the "Report on Short Videos Promoting the High-Quality Development of the Cultural Tourism Industry in the New Era". The report pointed out that live broadcasts and short videos not only enhance cultural tourism Industrial communication power, enhanced immersive experience, mobilize the widest range of users to participate, and can incubate new business products, create new business methods, and give birth to new organizational forms. It also plays a prominent role in stabilizing employment and maintaining growth. Digital employment creates social value, and digital literacy constantly updates the knowledge structure of cultural and tourism talents and expands development space.
Taking content as the foundation
Helps cultural tourism expand online and offline space
From content production to communication and distribution, from the creation of hot hits to the release of derivative value, how much potential will cultural tourism and new media communication have? What are the anchor brokerage agencies? How much space can be used for performances and cultural tourism? The 2024 China Online Performance (Live Broadcast and Short Video) Industry Annual Conference is based on market practices, looking for new industry opportunities for breakthrough development and integration and co-creation. At the
event, relevant persons in charge from platforms such as Douyin, WeChat Video Account, Taotian Group, Kuaishou, ost Media, etc. focused on short video live broadcasts to help the high-quality development of the cultural and tourism industry and to help art troupes create a second online stage. Topics such as promoting the monetization of cultural tourism to break the circle and assisting government new media publicity practices were shared. The
annual meeting also released the strategic content of the 2024 Art Broadcasting Plan, showing the support objects and support methods formulated by Douyin, Tencent, Taobao, Kuaishou, and Wuyou Media for the Art Broadcasting Plan to help more high-quality performing arts content go online. . At the same time, representatives of 10 live broadcast platforms and mcn organizations, including Douyin, Tencent, Taobao, Kuaishou, Yingyushu Group, Zhiwen Group, Quwan Technology, Wuyou Media, Lianmeng Media, and Feibo Co-creation, jointly launched a high-quality content support initiative , stating that it will continue to expand the promotion and support of high-quality content, continue to strengthen the exploration and training of high-quality anchors, and promote high-value content in performing arts, traditional culture, tourism promotion, rural revitalization, sports competitions, knowledge sharing, technological innovation, etc. , to promote the deep integration of digital economy and real economy in various fields.
Representatives of 10 live broadcast platforms and mcn organizations jointly launched the high-quality content support initiative
It is reported that this China Online Performance (Live Broadcast and Short Video) Industry Annual Conference is guided by the Market Management Department of the Ministry of Culture and Tourism and hosted by the China Performance Industry Association. The Association's Online Performance (Live Broadcast) Branch and the China Performance Industry Association's Online Performance (Live Broadcast, Short Video) Brokerage Agency Committee jointly organize the event. It has been held for six sessions so far, attracting nearly 5,000 industry insiders, experts and media to participate. The same day will also host a cultural and tourism new media communication themed forum, an online performance agency innovation and integration development forum, and the 2024 China Online Performance (Live Broadcast and Short Video) Industry Annual Ceremony, etc.
Writing: Nandu reporter Zhang Yuting Yuan Jiongxian
Design: Ouyang Jing
Onsite picture source: Picture provided by the organizer
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