Research On Current Situation And Development Of Webcast Platform

Following VR and Internet celebrities,webcast became another new business format of the Internet in the year of 2016.It has become the most fast-growing industry in domestic Internet industry due to the explosive growth rate and the attraction to many users and huge investment.The explosive growth of both live streaming platform and network anchor in webcast platform have attracted more people,thus the trend of national webcast is gradually formed.With the progress of science and technology as well as the constant renewal and development of Internet technology,the information gathered by computers or mobile device can be issued to webcast platform in live video at any time and any place,while other users can watch and interact in real time.The webcast platform has entered mobile times.The mobile live streaming in the scope of webcast has the features of interactivity,authenticity,instantaneity,openness and stronger mobility,which other media do not.Webcast in China comes from shows,which is different from that in other countries.Till today,the main way to make money for most platforms is to earn rewards.The pattern of live shows is confronted by transformation,while the problem of excessive cost of technical innovation and broadband should be solved in industry transformation.With the entrance of the Internet giants such as Tencent,Alibaba and Baidu,the emerging webcast industry can subside gradually and is now in stagnating period.There remain problems to be solved to enter a new era.Besides a viewer of live show,the author is also a senior experiencer of mobile live streaming and network anchor.Therefore,the author hopes to experience and analyze himself as the experimental subject and do gathering and sampling based on personal occupation through action research method.The author analyzes the feature and operation mode of webcast as well as the way to satisfy the audience from communicator,content and channel of communication,audience and communicating effect by using the classic research theory of communication-“5W” mode proposed by Lasswell.The influence of audience on the contents of webcast will be analyzed in the view of the audience by using the Uses and Gratifications theory and doing behavioral analysis on Chinese users.In this paper,the author hopes to provide some valuableadvice on the future development of mobile live streaming industry through research.The author will seek ways to find a new breakthrough between the anchor and platform in post-entertainment era as an anchor,combined with the situation of webcast platform at the present stage.Therefore,the optimizing strategy will be put forward to expand the influence of network communication.Finally,the author proposes the strategy to overcome the weak points of live streaming platform in this stage and achieve a healthy and orderly development.