摩根士丹利-中国媒体行业-中国在线直播：行业收入正在见顶-2021.7.15-44页

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摩根士丹利-中国媒体行业-中国在线直播：行业收入正在见顶-2021.7.15-44页

# 媒体 # 直播 # 投行报告大小：2.80M | 页数：44 | 上架时间：2021-07-24 | 语言：英文

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类型: 行研

上传者: ghq.sjz

撰写机构: 摩根士丹利-

出版日期: 2021-07-15

摘要：

In China the live streaming (virtual gifting) industry could see revenue growth of only 0-5% in 2021, mainly due to a series of tighter regulations since early 2020, companies' change of focus to other segments (VAS, advertising, e-commerce), and Douyin as the only share gainer. The Ministry of Culture and Tourism issued guidelines on July 12 to prohibit streamers/talent agencies from inducing virtual gifting on live streaming platforms, effective January 1, 2022. Hence, revenue growth could turn negative in 2022. Profit could fall further due to higher revenue sharing.

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