On the afternoon of March 27, a forum on empowering the high-quality development of the industry with short video and live streaming was held in Chengdu. The forum was one of the theme forums of the 11th China Online Audiovisual Conference.

Zhu Yannan, director of the Development Research Center of the State Administration of Radio and Television, said in his keynote speech that China's online audiovisual industry is booming, short videos have risen to prominence, and short dramas have become a worldwide cultural phenomenon.

“The business of Chinese skits going overseas has brought us strong confidence, and has formed a prosperous scene unique to the world's culture.” Zhu Yannan said that in recent years, the development of China's short video industry has surpassed the pace of development in countries around the world. Short dramas and new online live broadcasts that have been extended are currently very attractive online audiovisual outlets in China and around the world.

Zhao Guoliang, deputy director of the Internet Audiovisual Program Management Department of the State Administration of Radio and Television, said in his speech that short videos and live broadcasts are rich in content, flexible in format, wide coverage, high reach rate, and strong influence. They are not only effective channels for platform companies to integrate into thousands of industries, but also content carriers that continuously output information volume and values, and have widespread dissemination and influence.

To achieve continuous online and offline linkage, it is necessary to make full use of the social, technological, and industrial characteristics of audiovisual content, continuously innovate new models of short video +, live stream+ and link to the real economy, drive online and offline further enhance the consumer service experience, create more new consumption scenarios in the fields of cultural tourism integration, sports and leisure, non-genetic heritage, rural revitalization, education and training, etc., so that the influencer economy and e-commerce of interest have more momentum for sustainable development.

At the main forum of the 11th China Online Audiovisual Conference, Sun Zhonghuai, vice president of Tencent and CEO of Tencent Online Video, said that the emergence of artificial intelligence may have an impact and opportunity on short video creation in the short term, but the impact on long videos still needs to be observed. This conference speech was Sun Zhonghuai's first public address since this year.

Video+live streaming related internet platform companies:

Kuaishou-W (01024): As a digital lifestyle portal for over 700 million users, Kuaishou injects new high-quality development momentum into the digital economy through the “short video+live streaming” business format to meet the employment and entrepreneurship needs of people from all walks of life. In 2023, the total number of live broadcasts of Quick Hire was nearly 5.5 million, and the number of online jobs in the manufacturing industry doubled, providing solutions for enterprise recruitment and blue-collar employment. By the end of 2023, the Kuaishou platform had driven a total of 40.22 million jobs. With just one e-commerce live broadcast room, it had created more than 30 new job formats, including anchors, broadcasters, and product selectors.

Bilibili-W (09626): In 2023, the average daily usage time of Station B users was 97 minutes, and the average number of daily video views reached 4.3 billion. Over the past year, more than 200 million users learned knowledge at Station B, 2.17 million people contributed general knowledge content, and 645 professors and scholars settled in Station B. The number of science and technology videos exceeds 8.5 million, and every day more than 13 million users watch science and technology videos on Station B. Station B provides creators with complete creative support and broad commercialization channels. In 2023, the average number of active daily UPs on Station B increased 24% year on year, and the average monthly video submission volume was nearly 21.5 million, up 46% year on year. Over 3 million UP owners received revenue on Station B, up 30% year on year. In 2023, a total of 2.4 million UP owners launched charging functions, and the B-station paid course with over 200 UP owners received more than one million yuan in turnover. Through continuous exploration and improvement of commercial channels, Station B helps many talented creators earn income, making “content creators” a new career choice for young people.

Tencent Holdings (00700): On February 2, Tencent WeChat launched a recruitment and support program for high-quality content creators of short dramas in collaboration with QQ Short Video and Tencent Content Open Platform. In the future, we will accelerate the rapid development of high-quality skits through various cooperation methods such as traffic incentives, revenue incentives, special area displays, special matchmaking, and business order support. According to reports, the recruitment targets are film and television companies, short drama MCN, film and television production agencies, and individual creators with copyrighted skits. In terms of specific support and incentives, the platform will support a single short drama with 1 million to 10 million traffic based on the quality of the content, new popularity, etc., and accelerate the content to break the circle quickly. Skit creators participating in the program can enjoy the unit price of 30-500,000 yuan for uploading and distributing copyrighted skit content, and can enjoy the revenue without posting.

JD Group-SW (09618): On April 10, JD officially announced that it will invest 1 billion in cash and 1 billion dollars in traffic as rewards to attract more original creators and high-quality content organizations to enter.

Meituan-W (03690): In 2023, Meituan's on-site wine travel business hit a record high, and achieved a year-on-year GTV increase of more than 100%, annual transaction users increased by more than 30%, and annual active merchants grew by more than 60%, all of which reached record highs. In the fourth quarter, Meituan not only deepened shelf-model merchant cooperation, but also further enhanced live streaming capabilities, enriched live streaming categories, and increased the frequency of live broadcasts.