“零零后”勇闯团播的机会不多了

Core Viewpoint - The article discusses the challenges and realities of the group broadcasting (团播) industry, highlighting the disparity between the perceived opportunities for quick wealth and the actual experiences of many participants, particularly younger individuals seeking employment [2][3][4]. Group 1: Industry Overview - Group broadcasting has become a popular employment option for young people, especially those born after 2000, due to its low entry barriers, such as no educational or professional requirements [4]. - The market size for group broadcasting is expected to exceed 15 billion yuan by 2025, with a growth rate of over 3% compared to 2024 [9][27]. - The average daily number of group broadcasting sessions has surpassed 8,000 [9]. Group 2: Challenges Faced by Participants - Many young individuals, despite knowing the risks, still pursue group broadcasting due to financial urgency, leading to experiences of exploitation and low earnings [3][4]. - A user shared that after working for a month, they received only 26 yuan, highlighting the stark contrast between promised earnings and actual income [5][7]. - Participants often face high-pressure environments, including maintaining relationships with financial supporters (referred to as "大哥大姐") and fulfilling demanding work hours [5][6]. Group 3: Professionalization of the Industry - The group broadcasting industry is moving towards professionalization, with increased investment in training, equipment, and production quality, comparable to major television productions [10][15]. - Leading MCN (Multi-Channel Network) organizations are focusing on building professional teams, with many members having backgrounds in entertainment and production [10][11]. - The costs associated with establishing a professional group broadcasting team can range from hundreds of thousands to millions of yuan, indicating a significant investment requirement [13][16]. Group 4: Revenue Sources and Market Dynamics - The revenue model for group broadcasting is evolving from primarily relying on viewer donations to include e-commerce sales, idol economy, and brand partnerships [22][24]. - Group broadcasting has shown effectiveness in driving sales and increasing transaction volumes for brands, making it an attractive option for both platforms and advertisers [27]. - Major platforms like Kuaishou and Douyin are implementing supportive policies to attract quality group broadcasting organizations, with Kuaishou reporting a 2.5% increase in live broadcast revenue to 9.6 billion yuan [20][21].