以下文章来源于19号商研社 ，作者吴嘉敏 19号商研社 . 看透消费，看透你。互联网新闻信息服务许可证编号：44120230006 本文来自微信公众号： 19号商研社 ，作者：吴嘉敏，编辑：黎倩，题图来自：AI生成 深夜的直播间，炫目的红蓝灯光下，几名年轻女主播穿着靓丽站成V型，齐跳"扫腿舞"。 顶级长腿特效加上美颜滤镜，配合精准卡点的流畅运镜，堪比电视综艺的画面效果，每天都吸引着成 千上万的粉丝不断互动、打赏。 这种由多名主播同时在直播间进行唱跳表演、实时互动的直播形式即为团播，在2023年后迅速崛 起，如今风靡各大平台。仅在抖音平台，平均每天就有7000余个团播直播间开播。 它借鉴了此前的电视选秀节目，设立打赏、PK、争夺"C位"等机制——粉丝只要送出礼物，就能收获 主播的实时感谢；如果打赏一定金额的礼物，还能直接点播表演内容、决定主播的出场顺序甚至去 留。 有媒体报道，在头部娱播公会SK去年7月的一场公会赛中，旗下女团某位成员的"榜一大哥"为了帮她 拿下冠军，一晚豪掷903个嘉年华 （单个价值3000元） 。若按行业20%的分成比例计算，该主播当 晚的收入超50万元。 而据《三联生活周刊》报道，主播单场 ...

深夜的直播间，炫目的红蓝灯光下，几名年轻女主播穿着靓丽站成V型，齐跳"扫腿舞"。 顶级长腿特效加上美颜滤镜，配合精准卡点的流畅运镜，堪比电视综艺的画面效果，每天都吸引着成千上万的粉丝不断互动、打赏。 这种由多名主播同时在直播间进行唱跳表演、实时互动的直播形式即为团播，在2023年后迅速崛起，如今风靡各大平台。仅在抖音平台，平均每天就有 7000余个团播直播间开播。 它借鉴了此前的电视选秀节目，设立打赏、PK、争夺"C位"等机制——粉丝只要送出礼物，就能收获主播的实时感谢；如果打赏一定金额的礼物，还能直 接点播表演内容、决定主播的出场顺序甚至去留。 有媒体报道，在头部娱播公会SK去年7月的一场公会赛中，旗下女团某位成员的"榜一大哥"为了帮她拿下冠军，一晚豪掷903个嘉年华（单个价值3000 元）。若按行业20%的分成比例计算，该主播当晚的收入超50万元。 而据《三联生活周刊》报道，主播单场打赏收入破百万的例子屡见不鲜，坐拥几十个团的头部公会PK赛每场流水更是突破千万元。 门槛不高、月入十万的诱惑，不断吸引着年轻人，不少高校应届生，甚至在校生也涌入团播赛道。 想赚大钱的00后，涌入团播间 作为一个高汰换率的职业， ...

Core Viewpoint - Sujiang Media's decision to terminate contracts with two popular hosts from the girl group "Fire Sujiang 106" and indefinitely suspend the group highlights significant industry changes regarding the management of live streaming hosts and the evolving dynamics of the group broadcasting model [1][5][19]. Group 1: Company Actions - Sujiang Media announced the termination of contracts with two popular hosts from "Fire Sujiang 106," a profitable girl group, due to violations of company policy regarding private interactions with fans [1][5]. - The group had achieved impressive metrics, including 219 live broadcasts and over 14.42 million viewers in the past 180 days, indicating its commercial value [3][5]. - Following Sujiang Media's announcement, other agencies like Shuai Ku Network also took similar actions against hosts for violating policies against private fan interactions [5][19]. Group 2: Industry Trends - The live streaming industry is witnessing a shift as many agencies are moving away from the "ambiguous economy" model, which relied heavily on private interactions with top fans, towards a more structured group broadcasting approach [8][22]. - The emergence of group broadcasting has attracted a diverse audience, including female consumers, which presents new growth opportunities compared to traditional models that depended on male fans [8][10]. - The industry is increasingly focusing on professionalization, with significant investments in production quality and talent, moving away from the informal and often problematic practices of the past [24][31]. Group 3: Regulatory Environment - Platforms like Douyin have implemented strict regulations to curb inappropriate behaviors among hosts, linking their performance to a "health score" system that affects both hosts and their agencies [17][19]. - The crackdown on agencies involved in ambiguous economic practices has led to the closure of numerous agencies, indicating a significant shift in regulatory focus [13][21]. - The evolving landscape suggests that agencies are now prioritizing compliance and professional standards to attract new talent and maintain a positive industry image [22][23].

Core Viewpoint - The live streaming industry, particularly group streaming, is experiencing a competitive surge as it captures significant market share in China's entertainment live streaming sector, which is valued at over 200 billion yuan [3][43]. Group Streaming Overview - Group streaming typically consists of 5-7 diverse hosts performing collective dances and competitive activities, allowing audience interaction through gifts that unlock custom performances [2][3]. - Compared to individual streaming, group streaming employs a "human sea" strategy, enhancing viewer attraction and immediacy compared to traditional variety shows [3]. Market Dynamics - The group streaming market is bustling with various models, including talent-focused "trainee" formats and "vote-buying" strategies, as well as niche segments targeting older audiences and cosplay themes [4]. - The influx of institutions and agencies into the market has intensified competition, leading to a rise in operational challenges such as high turnover rates and short career lifespans for hosts [5][13]. Host Experiences - Many young hosts, like Xu Jing, transition to group streaming for better financial prospects, with base salaries around 6,000 yuan and potential earnings exceeding 10,000 yuan per night [6][9]. - The entry barriers for becoming a group streaming host are relatively low, with recruitment processes often involving simple applications and auditions [11]. Industry Challenges - The group streaming industry faces significant challenges, including high competition, the need for hosts to maintain fan relationships through "ambiguous economy" practices, and the pressure to generate revenue through audience engagement [19][29]. - Hosts must navigate complex dynamics, including maintaining a balance between performance and personal interaction with fans, which can lead to emotional and physical strain [22][42]. Economic Model - The revenue model for group streaming is heavily reliant on audience gifts, with hosts receiving 20%-25% of the revenue after platform and agency cuts [18][48]. - The industry operates on a "layered extraction" business model, where platforms and agencies profit significantly from the labor and emotional investment of young hosts [49][50]. Conclusion - The group streaming sector is characterized by rapid growth and high turnover, with hosts often viewed as disposable resources within a larger commercial framework, highlighting the industry's exploitative nature [50][51].