Shulou(Shulou.com)11/24 Report--

On January 4, Kuaishou released the "2022 Kuaishou Live Ecological report". From inheriting non-heritage to helping farmers and benefiting farmers, from popular science teaching to daily life display, the small live room carries the uniqueness of anchors and the diversity of live ecology. It also further deepens users' understanding and recognition of Kuaishou content ecology.

The report shows that the penetration rate of Q3 Kuaishou live DAU (daily active users) has reached nearly 80% in 2022, which means that nearly 80 out of every 100 Kuaishou users come to the studio every day to look for happiness and emotion. At the same time, anchors and users have also formed a "two-way trip". The average number of daily active users spent with users has increased by 30% compared with the average in 2021.

As Kuaishou continues to expand the supply of live streaming content, as of December 2022, Kuaishou has nearly 400 types of live streaming. The five most popular types of live streaming are: talent skills display, daily life records, helping farmers, popular science teaching and sports outdoor. Continue to bring more yuan, more high-quality live content, is Kuaishou's longest love confession to users, but also sends a signal to the outside world that Kuaishou live streaming ecology and operation are further mature.

Build a diversified Vientiane ecology to meet the needs of users with high-quality content

The demand for multi-segmented live content of users is increasing day by day, which means that the platform needs to continuously upgrade content to further meet the needs of users. Thanks to the inclusive ecology of Kuaishou live streaming, Kuaishou has emerged various types of live streaming, such as non-legacy inheritance, universal knowledge, helping farmers, online recruitment, online dating and so on.

In terms of non-heritage inheritance, in 2022, Kuaishou has had more than 2000 live broadcasts of non-relics and folk art, of which handicraft, weaving, Quyi and suona are the most. The live broadcast of traditional opera has reached 2.48 million in 2022, of which Qin Opera is the most. As of October 2021, the coverage rate of national non-heritage representative projects on hand has reached 97.9%.

In terms of universal knowledge, the studio has become an important platform for brothers to learn professional knowledge and practical life skills. The data show that Kuaishou has covered 9 major knowledge categories and 49 subcategories, including professional disciplines, language learning, compulsory education, blue-collar skills, interest teaching, sports and fitness, motor vehicle teaching, wealth policy and life skills. In the live broadcast of physical education, the most popular teaching contents are body building, ball games and martial arts.

In 2022, the live broadcast of medical knowledge has attracted much attention. In December this year, Kuaishou specially launched the "Special Topics on COVID-19 epidemic Prevention" and broadcast about 130 live broadcasts of epidemic prevention. From different perspectives of doctors, experts and ordinary users, Kuaishou efficiently extracted and identified fake things from huge amounts of information and retained the real things. At the same time, it cooperated with JD.com Health and other brands to open online consultation, bringing professional protection knowledge and all-round protection services to users.

Relying on the "Happy Rural Strategy" that Kuaishou continues to practice, in 2022, a total of more than 26 million live broadcasts related to agriculture were launched in Kuaishou, covering the sales of agricultural products, agricultural skills training and so on. In the next three years, according to the Happy Rural leaders Program, Kuaishou will also explore and support more than 1000 rural entrepreneurs and conduct more than 1 million short videos + live rural talent training.

At the same time, in 2022, a total of more than 7000 live dances and songs loved by users were staged on Kuaishou, and brothers watched the performances live online to gain new cultural and entertainment experiences in the studio.

In addition, the new live broadcast of leading Kuaishou old iron to apply for employment, blind date and house purchase has also become a characteristic scenery that only belongs to the digital inclusive community of Kuaishou. In the "Kuaishou Housing Festival" held not long ago, a total of 6 million users participated, driving 45 cities to participate, with a total sales amount of 3.88 billion yuan. In terms of live broadcast recruitment, in 2022, more than 5 million live broadcasts were hired, and the total number of enterprises providing jobs has reached 240000.

The maturity of live broadcast ecology creates long-term value for social development.

The development of enterprises is inseparable from economic and social development. Kuaishou has been committed to promoting the deep integration of platform and social development. Live streaming, as the core business of Kuaishou, plays an important role in enriching multiple content ecology and continuously expanding live broadcast boundaries. to help develop a digital community with more long-term value.

Turning on today's Kuaishou live broadcast, traditional skills such as bronze carving and silver decoration, paper-cut embroidery and clay figurines are all instantly "alive" through the screen, and the non-relics that were originally scattered among the people are being reborn through Kuaishou live broadcast platform.

At the Kuaishou gathering ceremony, which ended not long ago, the famous national dancer Yang Liping made a stunning appearance, jumping out of the enchanting beauty of Yunnan with a "Dianhai Song" and bringing a shocking dance art feast to the audience through live broadcast. With the continuous growth of "non-legacy", Kuaishou live broadcast has become a window for ordinary people to understand non-heritage and folk art, so that the originally remote and alienated non-heritage and traditional culture can be widely spread, and really become a "non-heritage of the people".

In addition, Kuaishou Live also strives to promote innovative employment among users and promote the all-round development of the industry. In the face of the demand that ordinary workers use a large number of short video platforms to apply for jobs, Kuaishou has continued to deepen the ecological scene of LVB + in the past year to meet the service needs of users in more scenarios. At present, the number of monthly active users of Kuaishou live recruitment platform "Kuaixiang" has reached 250 million. As a channel to connect "recruitment" and "job hunting", it has greatly promoted the efficient and accurate matching between enterprises and job seekers, and has provided a strong boost to the development of the job market.

2022 is also a year when Kuaishou holds high the banner of high-quality content and high-quality anchors and devotes itself to the professional development of anchors.

The report shows that in the third quarter of 2022, the number of live live guilds signed by Kuaishou increased by 65% compared with the same period last year, and the number of active anchors of guilds increased by more than 200%. Kuaishou LVB has been committed to continuously supporting high-quality anchors, creating differentiated high-quality content ecology, and accelerating the professional development of live broadcasting. In 2022, Kuaishou Live even spent 500 million in cash and 3 billion in flow to encourage quality content creation and anchors to grow. In addition to new professions such as anchors, live broadcast associations, live content providers, supply chain service providers, live broadcast hardware manufacturers, cloud service manufacturers and other upstream and downstream industries have also spawned a series of new employment forms, which have become new breakthroughs for job growth.

The annual selection of the top 100 anchors of Kuaishou, which ended in December last year, is one of the epitome of Kuaishou helping anchors achieve growth and transition. It is reported that Kuaishou platform will continue to provide rising and growth opportunities for more anchors with different vertical categories and different characteristics, bring more high-quality and rich content to users, and further expand the social value of live broadcasting.

According to a data report from the China Internet Network Information Center (CNNIC), as of June 2022, the number of webcast users reached 716 million, an increase of 12.9 million over December 2021, accounting for 68.1% of the total Internet users. Complying with the trend of the growth of the scale of live broadcast users, quickly focus on expanding the live broadcast mode, improving the content ecology, and continue to grow into the vanguard of the development of the live broadcast industry. at the same time, it has been on the road of implementing social responsibility to create long-term value for social development.

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