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Is live distribution “Twitch” the new common sense in the entertainment business? Reasons why the "tipping business" is popular
In recent years, in the entertainment and content industry, there is a mechanism called "throwing money" that allows you to send money directly to the target you want to support, such as "Twitch", a major live distribution company in the United States, and "SHOWROOM" and "17LIVE" in Japan. services based on the premise are growing rapidly. This time, we will explore the possibilities of such a “tipping business”.
Kaori Togashi, Associate Professor, Kyoto Seika University
Kaori Togashi, Associate Professor, Kyoto Seika University
Graduated from the Faculty of Law, Gakushuin University. Completed Waseda University Graduate School of Commerce (MBA), NHK (Japan Broadcasting Corporation), broadcast writer, WOWOW producer before current position. Specializes in business models, innovation processes, content business, and marketing. Broadcast program award history: Finalist in the 40th International Emmy Awards Art Program Category for "Blueman Group Connect to Japan" (WOWOW), 2nd Satellite Broadcasting Association Original Program Award Broadcast Program Category Best Program, Eibunren Award 2013 "Social Communication Category" Excellence Award, etc. His publications include "The Business Model You Can Understand Everything in This One Book" (2020, SB Creative) and "Soft and Logical Speaking" (2017, Crossmedia Publishing).
- What is the Creator Economy?
- Why People Are Attracted to “Throwing Coins”
- How Do You Earn Money from the Tipping Platform “Twitch”?
- What makes Twitch profitable, what is the mechanism behind the revenue model
- The role of "customers" in the age of tipping
- The decisive factor between entertainment in the age of tipping and traditional entertainment The Big Difference
What is the Creator Economy?
Currently, the keyword "creator economy" is attracting attention in the entertainment industry. This refers to an economic zone in which users pay directly for content posted through platforms such as SNS and video distribution, live game videos, and live music distribution of idols. A feature of the Creator Economy is that both professionals and amateurs alike can earn profits through the platform. Another feature is that users themselves become senders and organizers of the community (Figure 1). In Japan, on July 8, 2021, it was announced that the Creator Economy Association, consisting of companies such as YouTuber management pioneer UUUM, BASE, and note, would be launched to promote creative activities. In order to establish such a creator economy, it is essential to have a "tipping" mechanism on the distribution platform used by creators. From here, I will explain the features and possibilities of the tipping business. Why People Are Attracted to "Things"
"Things" refers to the amount of money that can be used online, such as a tip, when watching live streaming services on the Internet, in addition to buying tickets for the live. It is a system for sending money with Main services include "Twitch", a live game site that started service in the United States in 2011, and "SHOWROOM" and "17LIVE", which have many idol streaming live performances in Japan. There are various methods of remittance, such as purchasing items (bouquets, jewelry, towers, etc.) sold on the platform online, and specifying the amount when writing comments in the chat column. A typical example of this is the "Super Chat" function during live streaming on YouTube. With the advent of Super Chat, fans have started a new way of enjoying themselves by giving money to streamers. "Super Chat" is a function that allows you to add color to your own comments in the chat field displayed next to the video being distributed to make them stand out, or to place them at the top for a long time, by paying a fee. . It is a system that visualizes how much the contributor gave to the distributor by color, and the cheapest fee is from 100 yen. The highest price is 50,000 yen, which turns the comment red, and the posted comment will be fixed in a prominent position on the chat screen for up to 5 hours. With Super Chat, you can see who made the tip in real time, so the broadcaster can call out the audience's name and read the message. For those who pay money in this way, communication with the distributors they support is the greatest attraction. In addition to that, there is also the motive of ``I want to show other fans that I have thrown a lot of money. Considering this, there was also an opinion that it is better to tip than to buy CDs and goods that are cut out.” Of course, Youtube and 17LIVE also charge a fee, but it is thought that the method of support through the "tipping" platform is chosen because of the high rate of return to the artist. Related articles ▲ Close▼ Show all
How do you make money from the tipping platform "Twitch"?
The "tipping" business model is very old. It can be said that the American game live distribution service "Twitch" was the first to succeed in business. Twitch is a platform dedicated to game video distribution that started in 2011. The business model born from the company attracted attention from major platforms, and was acquired by Amazon three years after its establishment. The main content is content distributed in real time by game commentators around the world, and the category has expanded to cosplay and music distribution. has grown to the scale of live streaming. The appeal of Twitch, which has grown, is the tipping function called "Cheering". Besides that, Twitch is a business model with multiple value propositions (Figure 2). The value that Twitch provides to users is the satisfaction and engagement gained by directly supporting and communicating with streamers. In order to establish a platform that provides such value, we sell a currency called "Bits" that can be used within the site. This currency can be purchased through Amazon and Paypal. In the early days, Bits were a jewel icon, with different colors and shapes depending on the amount. In recent years, we have provided a custom function to create an icon with your own face, and have evolved to make the presence of viewers who donate more prominent. [next page] What makes Twitch profitable, what is the profit model?Recommended article
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