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抖音、视频号出手,整顿团播
21世纪经济报道· 2025-07-31 07:57
Core Viewpoint - The rapid expansion of the group broadcasting industry has been marred by vulgar competition, prompting platforms like Douyin to implement stricter regulations to enhance content quality and protect user rights [1][2]. Group 1: Regulatory Changes - Douyin has upgraded its content management guidelines to address issues such as vulgar content and malicious competition, with a focus on comprehensive governance of the industry ecosystem [1][2]. - The new regulations prohibit lowbrow content, false marketing, and malicious competition, emphasizing systematic, precise, and long-term solutions [1][2]. Group 2: Content and User Protection - The new rules ban behaviors like inducing consumption and excessive comparison in tips, particularly protecting minors from irrational spending [2]. - The regulations also impose severe penalties on malicious practices and introduce a tiered punishment mechanism to deter violations from the source [2]. Group 3: Industry Evolution - The group broadcasting format is diversifying, moving beyond traditional entertainment to include immersive theater and outdoor live streaming, reflecting a shift from "aesthetic economy" to "content value" [3]. - The participation of professionals from various fields, such as actors and teachers, is enriching the content's cultural depth and artistic quality [3]. Group 4: Market Potential - The overall revenue of the online performance industry, including live streaming and short videos, is projected to reach 212.64 billion yuan in 2024, highlighting the significant market potential [4]. - For industry participants, innovation within regulatory frameworks is essential for group broadcasting to become a positive force in enriching online culture and meeting user demands [4].