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        2019年中国游戏直播行业收入结构分析及未来市场规模预测[图]

        2019年06月03日 13:21:19字号:T|T

            中国已在2016年超越美国成为全球最大的游戏直播市场,2018年中国游戏直播行业MAU已经达到美国市场的4倍。2018年,中国游戏直播市场规模达到132亿元,较2015年增长约15倍,预计2023年将达到398亿元,对应未来五年CAGR月24.7%,增速是非游戏直播市场的约2倍。从月活用户规模来看,2018年中国游戏直播行业MAU已经达到2.55亿人,预计未来5年CAGR为9.4%,用户增长仍具潜力。

        中国直播市场规模及增速(单位:百万元)

        数据来源:公开资料整理

        中国游戏直播行业MAU(单位:百万)

        数据来源:公开资料整理

            根据统计,电竞直播市场占游戏直播市场规模的比例将由2018年的50.3%进一步提升至2023年的59.8%,电竞在游戏直播行业中所扮演的角色将更为重要。游戏直播用户一般而言拥有更长的生命周期,尤其电竞赛事直播对于维持游戏热度以及延长用户生命周期有着更重要的作用。以《英雄联盟》为例,该电竞游戏的游戏直播观看人数高于游戏本身的活跃玩家数——当游戏玩家不再活跃的时候往往并不会彻底流失,而是会转化成为电竞赛事的观众。游戏直播用户的参与度也相对更高。在移动端,2018年用户平均每天在游戏直播上花费42分钟,比非游戏直播平台的32分钟高出30.2%。用户对于电竞选手、相关游戏和赛事的高关注度在PC端更为显著。

        游戏直播/直播市场&电竞直播/游戏直播市场比例

        数据来源:公开资料整理

        《英雄联盟》世锦赛观众人数vs游戏MAU

        数据来源:公开资料整理

            游戏直播主播是游戏直播平台的重要资产,顶级主播在个性及技能方面表现出众,在吸引并留存大量粉丝以及通过打赏、广告等方式促进平台货币化变现上起到关键作用。游戏直播行业用户及市场过的增长为主播提供了更好的发展空间,主播数仍持续增长。中国游戏直播主播数量2018年达到约1800万人,是2015年的约3倍,预计2023年将达2800万人。

        中国游戏直播主播数

        数据来源:公开资料整理

            2018年游戏直播行业虚拟礼物收入占行业总收入比例约为88.6%。随着平台在内容创新、社交互动等方面的不断拓展和优化,用户的付费意愿以及付费额也将趋于提升。根据预测,游戏直播平台的年度付费用户数将由2018年的3200万增长至2023年的6300万人(CAGR约14.5%),付费用户的年度付费金额也将由2018年的365元增长至2023年的581元(CAGR约9.7%)。游戏直播平台目前也在拓展包括游戏发行、订阅会员和自制内容商业化等变现通道。用户的喜爱不仅仅基于主播,也基于对游戏本身的热爱,因此游戏直播往往相较其他类型的直播有更好的用户留存度,平台用户规模也相对更高。借助平台庞大的游戏用户规模,以及聚集度更高、更易精准对接的游戏玩家人群,品牌广告商以及游戏推广也对游戏直播平台青睐有佳。

        中国游戏直播行业收入结构(百万元)

        数据来源:公开资料整理

        中国游戏直播行业付费用户数及付费率(单位:百万)

        数据来源:公开资料整理

        中国游戏直播行业付费用户付费金额(单位:元)

        数据来源:公开资料整理

            相关报告:智研咨询发布的《2019-2025年中国游戏直播行业发展现状分析及市场前景预测报告》 

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        产业研究产业数据

         

         

         排行榜产经研究数据

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