[Rongyun perspective] The impact of the development trend of social pan-entertainment on the communication service industry

This article analyzes the market status of social pan-entertainment applications, summarizes product commonalities, and combines various environmental trends related to users to make preliminary judgments on the future development of the industry, and evaluate the impact on the communications industry based on this, for readers in the industry Provide direction and ideas in actual operation.

1. Market status

By observing App Annie’s social entertainment best-selling list in the second quarter of 2021, and counting the status of audio and video communications related apps on the list, we found that among the top 30 on the list, live streaming apps and matching dating apps together accounted for 60%. Blind dates, UGC+, and casual board games together account for 40%. This shows that users are more inclined to spend their personal time in live broadcast and matching dating apps. At the same time, it also forms a diversified social demand for game play, online karaoke, and online dating.

So in these five types of applications, can we find their business commonalities, and initially explore industry trends from a business perspective? By analyzing the commercialization methods of the above 30 applications, the table is listed as follows:

The distribution chart of the proportions of the voice room and live video scene in various applications is as follows:

It is not difficult to find that in these five categories of applications, providing users with chat rooms and live video scenes is the main means of commercial realization. At this stage, the social pan-entertainment application market has formed a live video and language chat room as its core content, covering show live broadcasts, game live broadcasts, voice chat rooms, voice live broadcasts, voice radio stations, game sparring, game matching, etc., to provide users with It provides a variety of service experiences such as emotional communication and entertainment skills. So far we can conclude that video and voice have become the development trend of mainstream social pan-entertainment applications.

2. User demand trend exploration

To B's core business is to provide customers with the underlying capabilities to meet the needs of their target users. It can be seen that the driving source of customers' demands to us is still the majority of user groups. The industry trend of social pan-entertainment is, in the final analysis, the demand trend of the majority of users, and user demand is inseparable from the social environment, economic environment, technological environment, and policy environment. The following is an attempt to explore the trend of user needs through the analysis of the C-side user environment.

social environment

Under the influence of the new crown epidemic, people have shifted the focus of entertainment to online. Playing games, watching live broadcasts, game sparring, and voice chat have become the choices of many users for online entertainment and online social interaction. Under the influence of this, the user scale of the entertainment and social networking industry will increase significantly in 2020, with the overall user scale reaching 370 million, a year-on-year increase of 17.3%. In the future, as users' entertainment needs and social needs increase, game users will continue to transform into game live broadcast users and game sparring users. Voice skills services will also attract more young people to participate, driving the further proliferation of social users with entertainment skills.

With the continuous improvement of the market influence of the entertainment and social industry, more and more young people are joining it. In the first half of 2020, due to the impact of the epidemic at home, offline employment has been greatly impacted, and the entertainment skills social industry has provided a large number of flexible employment opportunities for young talents. According to iResearch, the entertainment skills social industry sharers will be new in 2020. The scale of increase reached 5.13 million.

Economic environment

In 2020, China’s Internet economy has exceeded 6 trillion yuan. At the same time, compared with major developed countries, China’s Internet penetration rate has room for improvement of about 15%-20%. It is foreseeable that China’s Internet economy will remain considerable. The growth rate is expected to exceed 8 trillion yuan in 2022. As an important part of the Internet economy, online entertainment still has huge growth potential in the future as people's online entertainment time and entertainment demand continue to increase.

Technological environment

The widespread popularization and coverage of domestic communication technology has promoted the rapid development of the mobile Internet industry and brought online entertainment content to more people. The innovations and breakthroughs of many emerging technologies will drive the further upgrade of the mobile Internet. For example, the commercial application of 5G technology. Compared with 4G, 5G has the characteristics of faster transmission speed, lower latency, and higher resolution. It can be applied to ultra-high-definition live broadcast, or combined with VR, AR, AI, cloud games, etc. The combination of technologies will create a variety of high-quality, highly interactive online entertainment content, and realize the iterative upgrade of Internet entertainment content and Internet social forms.

Policy Environment

While the government strictly supervises online entertainment and regulates the healthy development of the industry, it has also issued a series of policies to promote the development, transformation and upgrading of the online entertainment industry. From the policies in the past two years, it can be seen that the emerging online entertainment industry such as entertainment skills and social networking has received greater support, which will greatly help its future development.

Through the above analysis, we can conclude that under the policy of encouragement and supervision, the industry will become more standardized and more sunny in the future. At the same time, young people enthusiastically join the industry with their entertainment skills, which will promote more professional platform services. The development of science and technology will further promote the upgrading of the industrial model. The diversified social needs of Generation Z young people are driving the integration and innovation of social scenes, and they are bound to become the main force of industry consumption.

3. Impact on the communications service industry

The needs of users for social scenes are diversified, and social forms are extending to other forms of interest and entertainment other than chat, video, sound, and games. This will prompt the industry to generally provide one-stop services, and will also have higher requirements for the integration of instant and real-time communication and the ability to switch scenes. How to better provide these capabilities to customers has become a common goal in the communications service industry. Rongyun recently launched a scenario-based SDK, combined with an open source Demo, so that customers can use a set of SDK to meet the needs of multi-scenario business construction.

In addition, the innovation and integration of many technologies such as AR, VR, AI, holography, and cloud games will create new forms of social interaction. In the future, immersive audio and immersive video may become the mainstream social scene for users, which also brings new opportunities to the communication service industry. Rongyun focuses on communication technology, supports customers' personalized customization of the upper layer, and meets the transmission of audio and video data of different specifications.

Rongyun will continue to explore industry trends and actively deploy to drive the forward development of the communications service industry.