体育赛事网络视频直播发展趋势研究--以腾讯NBA网络直播为例

Study on the trend of Online Live Broadcast of Sport Events——Take NBA Live Broadcast on Tencent as An Example

体育赛事网络直播拥有广阔的市场前景,随着国家将体育产业提升到战略高度,46号文打破了央视对赛事版权的垄断,体育赛事IP市场争夺空前激烈,通过赛事版权的播出吸引流量,以创新留住客户及变现是网络视频行业巨头们的基本战略思路,而对体育赛事网络直播的发展趋势的了解和掌握是体育传媒公司实施战略的前提。本文通过文献资料法等研究方法,在阐释了体育赛事IP价值以及腾讯NBA网络直播影响力的基础上,根据企鹅智库报告中NBA网络直播用户数据对腾讯NBA网络直播的发展趋势进行分析归纳,并得出以下结论:丰富直播内容,明星解说将成热点;不断革新技术,用户互动需求将被挖掘;用户逐渐改变观念,未来将改变付费方式;广告收入为主要来源,平台将调整广告的商品类别。旨在为体育赛事网络视频直播行业的发展提供参考。

Sports online live broadcast owns a wide market prospect. With the nation highlight sports industry to a new strategic level,the issue of No. 46 Document broke the monopoly of CCTV on event copyright,which brings fierce competition in sport event IP market. The basic strategic thought of online video giants lies in maintaining clients with innovation and liquidating through absorbing data from event copyright broadcast. The understanding and master of live broadcast act as the basis for sport media companies to execute their strategies. Through literature and other research methods,based on the IP value of sport events and the influence of NBA live broadcast,this paper analyzes the development trend of Tencent live broadcast according to penguin think tank reports and draws the following conclusions： to enrich the broadcast contents through super star narration; to continue technology innovation,and user interaction need will be explored; change the mind of audiences,and payment ways will be changed; rely on advertisement as the main income resource,and the platform will adjust advertise merchandise category. The aim is to offer reference for the development of sport events online live broadcast industry.