China’s live broadcast industry report： Over 70% of the anchors are women, and they can get about 35% commission for gifts.

In the past two years, webcasting has become the online celebrity in the network interaction mode with its rich forms and realistic interaction. Moreover, because of its low cost and huge profit margin, a large number of network anchors have been born.

The "Big Data Report on the Graduation Destinations of College Graduates in 2016" shows that 45% of the graduates are most eager for the emerging profession of network anchor.

In the fierce market competition, what is the anchor’s living environment, geographical age distribution and income sharing? Literature jun takes you to browse quickly ~

Gender: female anchor bully screen

Live World Big Data Research Institute, together with Sour Peach Data and Sansheng, released the Analysis Report on the Development of China Live Broadcasting Industry in the First Half of 2017, and selected nearly 800,000 network anchor samples from 27 live broadcast platforms for investigation. The report shows that there is a big gap between male and female network anchors, of which 70.9% are female anchors and 29.1% are male anchors. Female anchors generally produce more show content and pan-life content, while male anchors are mostly in the field of live game broadcast. Compared with male anchors, female anchors are more concerned, with higher exposure and topic, but in many hot rankings and income rankings, male anchors occupy the forefront of the list.

Figure 1 Gender composition of network anchors (Source: Live World Big Data Research Institute & Sour Peach Data & Sansheng China Live Broadcasting Industry Development Report in the First Half of 2017)

Age: over 70% of the anchor is after 90.

On the whole, the network live broadcast market is obviously young and full of vitality, and the corresponding network anchor is also very young. Internet anchors are mostly concentrated in the post-90s generation, accounting for 73.8%, of which 36.0% are post-90s and 37.8% are post-90s. After 70~80, network anchors only account for 15.9%, and the number is small; Younger post-00 anchors account for 10.3%, but in the future, more post-00 anchors will emerge, and their proportion will also increase greatly.

Figure 2 Age composition of network anchors (Source: Live World Big Data Research Institute & Sour Peach Data & Sansheng "China Live Broadcasting Industry Development Report in the First Half of 2017")

Education: Secondary education is the majority.

In 2017, a survey conducted by Tencent Research Institute and Dragon Ball live broadcast platform showed that the academic qualifications of network anchors are diverse, but they are concentrated in secondary education levels such as high school/junior high school. Among them, the network anchors with high school education account for the most, accounting for 33%, followed by junior college education and junior high school education, accounting for almost the same, accounting for 24% and 23% respectively, while the bachelor’s degree or above only accounts for 18%, especially the master’s degree and doctoral degree only accounts for 3%. This is more consistent with the grassroots nature of network anchors. However, at present, the academic qualifications of network anchors have gradually shown a trend of high education, even professional anchors with high education. In the fierce competition, in order to gain traffic, many guilds, brokerage companies and live broadcast platforms have turned their attention to high-quality potential anchors with high academic qualifications in order to open up the pattern in the competition. Therefore, the higher education and specialization of network anchors is the future development trend.

Figure 3 The educational background of network anchors (data source: the survey results of 4,500 network anchors conducted by Tencent Research Institute and Dragon Ball Live)

Region: Northeasters love to be anchors.

Network anchors are distributed in various provinces and cities in China, but the distribution is uneven. Network anchors (based on IP addresses) are mainly concentrated in the eastern coastal areas and economically developed provinces and cities, such as Beijing, Shanghai, Jiangsu and other provinces and cities. Among them, in terms of provinces and cities alone, Beijing has the largest number of network anchors, accounting for 13.7%, nearly 5 percentage points more than the second-place Guangzhou (8.8%), while Sichuan, located in the southwest, is also on the list, ranking seventh with 6.0%. The number of network anchors in other provinces and cities after the top 10 is relatively small, mostly below 3%. Geographically, the number of network anchors in Northeast China is the largest, with the proportion of the three provinces reaching 15.1%, exceeding the number of anchors in Beijing. And if calculated by the native place of network anchors, the number of anchors in Northeast China will increase a lot.

Table 1 Distribution of Network Anchor Cities

Source: Live World Big Data Research Institute & Sour Peach Data & Sansheng China Live Broadcasting Industry Development Report in the First Half of 2017.

Live broadcast time: Late night is the most popular.

Today, online celebrity United Head Network distributed 1,500 questionnaires to anchors and guilds nationwide, and extracted data from several live broadcast platforms such as pepper live broadcast. The survey results show that, generally speaking, the number of anchors online at the same time gradually increases from the morning, and continues to rise at night, and forms a peak in the early morning, and then begins to fade after the early morning, showing a "U" shape as a whole. Network anchors prefer to broadcast live at night, especially from 21: 00 to 3: 00 the next morning.

Figure 4 Distribution of live broadcast time of network anchors (data source: network anchor survey conducted by online celebrity United Headnet today).

Profitability: The commission for the online anchor’s gift is about 35%.

Network anchors generally have four profit models. One is live pay. That is, the network anchor signs relevant agreements with the live broadcast platform, and the live broadcast platform pays the anchor’s salary according to the comprehensive consideration of the anchor’s live broadcast duration, live broadcast content and number of users. The longer the live broadcast time of the anchor, the higher the popularity and the higher the salary.

The second is that users reward online. When the network anchor is broadcasting live, the watching users reward the anchor by purchasing the virtual gifts of the platform. The gift levels are different, but they can all be realized. Anchor mainly relies on talent show, language and other content to get users’ love, not absolutely dependent on the number of users watching, but more dependent on users’ strength and feelings for anchor. Online gift reward is an important channel for anchors to earn income, but they can’t realize all the gifts and need to share them with guilds and platforms in a certain proportion. Generally speaking, the anchor and the platform are divided in half, and the gift commission is about 50%, but 50% also includes the share of the guild, and the guild generally deducts 20%~30% from it, except for 8% personal income tax. Therefore, the gift commission that the network anchor can get is about 35%.

The third is offline sponsorship. Offline sponsorship is generally an extension of online rewards. Some users are fond of network anchors, hoping to provide them with extra support and training, sponsor their clothes and accessories, and support some activities of the anchors in addition to rewards.

The fourth is derivative sideline. In addition to live broadcast, network anchors also use their popularity to operate some sideline businesses, thus gaining additional income. For example, the anchor receives advertisements, runs his own clothing brand, and becomes an e-commerce. This model has gradually become popular among anchors and has gradually become an important part of anchor income. For example, Xiao Zhi, a well-known game anchor, has successively opened four Taobao stores, including men’s clothing stores and men’s shoe stores, with considerable income.

Income: Uneven distribution and serious polarization.

The income of network anchors has always been one of the important objects of public concern. Their income has become more and more a myth and even a mystery in the spread and fermentation of news media and social media. There are not a few high-income network anchors, but the income of ordinary network anchors is not high, and the income gap between anchors is often different. A survey conducted by the Beijing Cultural Market Administrative Law Enforcement Corps and the Beijing Municipal Committee of the Communist Youth League shows that 33.1% of network anchors earn less than 500 yuan, 14.6% earn 500~1000 yuan, 15.9% earn 1,000 ~ 2,000 yuan, 18.0% earn 2,000 ~ 5,000 yuan, and 10% earn 5,000 ~. There are obviously more low-income and middle-income network anchors.

Fig. 5 Income of network anchors (Source: Beijing Cultural Market Administrative Law Enforcement Corps & Investigation of Beijing Municipal Committee of the Communist Youth League, http://news.qq.com/a/20170314/002347.htm)

On the other hand, the income of the head network anchor is thousands or even tens of thousands of times that of the ordinary anchor, and the income gap is obvious. According to relevant data, in 2016, the top 10 annual incomes of network anchors were all above 10 million yuan, and the highest ones were MC Tianyou and Xiao Zhi, who reached the top with an annual income of 40 million yuan. The average annual income of TOP10 anchors is 23.43 million yuan (SAMA’s annual income is 10 million yuan), and the average monthly income is 1.95 million yuan. From this point of view, wealth is definitely concentrated in the head anchor, and 1% of the head anchor divides more than 75% of the wealth.

(The original title is "The maximum annual income is 40 million! How do network anchors make money? | Headline Source: China Internet Audio-visual Industry Development Report)