在抖音或者小红书，你现在很难不刷到他们： 灯光闪烁，音乐鼓点震耳，一群妆容精致的帅哥美女正在整齐划一地跳着舞。你甚至来不及看清动作，镜头就忽然拉近，怼到一张扑闪着睫毛 的白皙脸庞上。 这是「团播」，一种多人在同一直播间进行舞蹈、唱歌等才艺表演的新型直播形式。 但今天，它已经变得无处不在，随手在抖音或者小红书划拉几下，就会映入视线，大众也开始习以为常。 事实上，团播也已经成为直播行业最热闹的赛道之一。 据《2025 中国网络表演行业团体直播业务现状与发展情况分析报告》，团播 2025 年日均开播房间数达到约 8000 个，同比增长超 20%，预计 今年营收将突破 150 亿元。 从一个边缘的小众文化，到如今被主流文化逐渐接受——甚至成为一个有望达到 150 亿市场规模的产业——这中间到底发生了什么？ 01 百万级灯光，一座「内容工厂」的诞生 从 2022 年开始，团播从一些模糊地带火起，最初只是一种小众文化，现场配置简单——纯色背景、固定灯光和单一机位，四五个主播按虚拟礼物点播顺 序，轮流登场表演舞蹈。 当时，团播只是直播边缘的小众玩法，缺乏成熟的运营模式，内容形式相对简单，往往流于表面。 最开始，团播只是几个 ...

Core Insights - The group broadcasting industry is rapidly growing, projected to reach 15,000 live streaming rooms daily and over 600 million in monthly revenue by 2025, indicating a potential multi-billion dollar market [1] - The industry faces challenges such as content homogenization and compliance issues, which need to be addressed for sustainable growth [1] Group 1: Characteristics of Qualified Group Broadcasters - Qualified group broadcasters are selected based on their interactive capabilities, including on-the-spot reactions, eloquence, empathy, and sales awareness, rather than just talent [2] - The choreography must focus on efficiency and communicability, producing standardized movements that are easy to learn and memorable, while the lighting team should create replicable visual templates to enhance the viewing experience [2] - The demographic of the audience is predominantly female, with 80% of viewers aged 18-35, who have high consumption rates and expectations for content quality and interactivity [2] Group 2: Monetization and Compliance - The monetization model consists of four main segments: entertainment tipping, live commerce, brand collaborations, and content licensing, with an initial focus on entertainment tipping to ensure stable cash flow [5] - A robust risk management system is in place, including clear definitions of fan interactions and inducements, high penalties for violations, and real-time monitoring through AI and human oversight [5] - The industry requires the establishment of standards, including pricing mechanisms for virtual gifts and labor rights protections, to ensure compliance and sustainability [5] Group 3: Addressing Content Homogenization - To combat content homogenization, the industry is exploring innovative directions such as integrating traditional culture, narrative storytelling, and cross-industry collaborations [9] - Future growth is expected to stem from cultural integration, advancements in AR, VR, and AI tools to enhance content production efficiency, and retaining talented individuals to maximize their potential [9] - The group broadcasting sector may evolve to coexist with the variety show industry, leveraging the strong star-making capabilities of traditional entertainment companies [9]

Core Viewpoint - The rise of group broadcasting (团播) has attracted significant attention, with many individuals from various professions transitioning into this field, driven by the allure of high earnings and new employment opportunities [5][39][90]. Group 1: Industry Dynamics - Group broadcasting has become a new employment trend, with many young people believing they can easily earn money by participating [39][41]. - The industry is characterized by a competitive environment where streamers engage in various performance styles to attract viewers and gifts [17][19][20]. - The phenomenon of "sweeping leg dance" has become a standard feature in live broadcasts, showcasing the evolving nature of group broadcasting [7][9][11]. Group 2: Employment Opportunities - Many individuals from diverse backgrounds, including former entertainers and professionals, are finding new opportunities in group broadcasting [4][38]. - The entry barrier is relatively low, with many companies offering training and a base salary exceeding 10,000 yuan, plus commissions [41][43]. - Real-life examples indicate that some individuals have achieved monthly earnings of up to 50,000 yuan within a short period [45][47]. Group 3: Challenges and Risks - Despite the attractive earnings, the reality of working in group broadcasting often involves long hours and significant preparation time, leading to a demanding work environment [55][56]. - Many newcomers face exploitation, with some companies employing unfair practices, such as withholding salaries and imposing hefty penalties for contract breaches [62][66]. - The industry has been criticized for its lack of regulation, leading to potential financial and emotional exploitation of both streamers and viewers [59][70][92]. Group 4: Industry Evolution - The entry of professional teams into the group broadcasting space is pushing the industry towards a more refined and high-quality direction [84][90]. - Companies with experience in entertainment production are enhancing the quality of broadcasts, indicating a shift towards a more structured and professional approach [88][89]. - However, the industry still faces challenges related to maintaining quality and addressing negative perceptions, necessitating collective efforts for improvement [94][95].

Core Viewpoint - The article discusses the rise of group broadcasting (团播) in the entertainment industry, highlighting its appeal to young people and the economic opportunities it presents, despite the demanding nature of the work [35][38]. Group 1: Industry Overview - Group broadcasting is a popular live-streaming format where multiple performers interact with audiences in real-time, showcasing diverse performances [4][6]. - The industry has seen significant growth, with projections estimating that the group broadcasting market could reach 15 billion yuan by 2025, amidst a broader network performance industry expected to generate 212.6 billion yuan in revenue [35][36]. - The number of live broadcasting companies in China has surged, with over 2.56 million registered as of mid-2025, reflecting a 28.47% year-on-year increase [36]. Group 2: Economic Opportunities - Group broadcasting offers attractive financial prospects, with non-first-tier city hosts earning between 5,000 to 8,000 yuan monthly, while first-tier city hosts can earn over 10,000 yuan [10][12]. - Top performers in the industry can earn over 1 million yuan in a single live session, with some agencies reporting daily revenues in the millions [8][10]. - The low entry barriers and high potential earnings have attracted many young individuals, particularly from lower-tier cities, seeking stable employment [38]. Group 3: Operational Dynamics - The operational structure of group broadcasting involves a team of professionals, including dancers, makeup artists, camera operators, and managers, all contributing to the live performance [10][12][22]. - The work is demanding, with hosts often working up to 14 hours a day, including preparation and post-broadcast activities [10][31]. - The success of a broadcast relies heavily on the coordination of various roles, with camera operators playing a crucial part in creating engaging visual experiences for viewers [15][17][22]. Group 4: Audience Engagement - Maintaining audience engagement is critical, with operators analyzing viewer data to optimize performances and enhance viewer retention [22][23]. - The competitive nature of the industry includes various ranking and competition systems designed to encourage viewer spending, with platforms incentivizing hosts to cultivate strong relationships with their audience [29][30]. - The industry is characterized by a continuous cycle of competition and performance improvement, with hosts and teams striving to attract and retain paying viewers [29][30].