抖音、视频号出重拳，团播整活别过火

Core Viewpoint - Douyin and WeChat Video Accounts are enhancing governance of group live streaming content, cracking down on vulgarity and false marketing to promote industry ecosystem upgrades [2][3] Group 1: Regulatory Changes - Douyin has upgraded its "Douyin Live Group Broadcasting Content Management Specifications" and released new regulations focusing on stricter governance of group live streaming content, streamer behavior, and guild operations [2] - The 2023 regulations primarily target vulgar content and competitive misconduct, while the 2025 upgrade emphasizes comprehensive industry governance, extending oversight to guild operations and contractual relationships [2][3] - The new regulations explicitly prohibit vulgar content, false marketing, and malicious competition, highlighting their systematic, precise, and long-term nature [3] Group 2: Content and User Protection - The regulations ban behaviors such as suggestive actions and excessive beautification, aiming to return content to authenticity and health [3] - Streamer management includes prohibiting inducement of consumption and comparison of rewards, particularly protecting users, especially minors, from irrational spending [3] - Guild operations face strict penalties for malicious hype and infringement, with a tiered punishment mechanism introduced to curb violations at the source [3] Group 3: Industry Evolution - The regulations not only focus on "plugging loopholes" but also encourage the construction of professional live streaming bases and innovative scripted content, providing positive guidance for high-quality industry development [3] - WeChat Video Accounts have also strengthened governance against vulgar content in group live streaming, implementing penalties based on the severity of violations [3][4] - The industry is witnessing unprecedented diversity in performance forms and participant demographics, with traditional professionals like actors and teachers increasingly engaging in group live streaming [4] Group 4: Market Potential - The Chinese Performing Arts Association reported that the overall revenue scale of the online performance industry (live streaming and short videos) is projected to reach 212.64 billion yuan in 2024 [4] - For industry participants, innovation within regulatory frameworks and upgrading above baseline standards are essential for group live streaming to become a positive force in enriching online culture and meeting user needs [5] - Collaboration among platforms, guilds, and streamers is crucial for building a healthy and sustainable industry ecosystem, with platforms enhancing dynamic supervision and training, guilds optimizing operational models, and streamers improving professional skills [5]