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YouTube和Twitch两大平台“游戏网红”的发展现状

发布时间:2019-08-05 09:11:34 Tags:,,

YouTube和Twitch两大平台“游戏网红”的发展现状

原作者:Kerri Davies 译者:Vivian Xue

尽管电子游戏行业依靠“influencer”来提高知名度的做法已经延续好多年了,但直到最近人们才开始意识到它的强大影响力。(“influencer”译为“影响者”,主要指国外平台如YouTube上有一定粉丝数量、有影响力的人物,国内也称为KOL、大V、网红、主播等等)

传统主流媒体记者在报道里表达了他们对这些网络红人发展势头之猛的震惊(也许还有一点嫉妒,因为他们得到了赞助还能为大品牌方做宣传……?)虽然如今大多数主要行业都在利用influencer做宣传,但游戏行业显然率先采用了这种新颖做法。

这是游戏公司营销策略里的重要环节,无疑能决定一款游戏的成败。然而,和大部分无党派运动一样,专业性和实际的商业需求会影响一名成功的influencer。

比如,2016年全年,排名前十的influencer总共宣传了约300款不同的游戏,而2018年只有28款。这显然说明了如今influencer重点宣传那些最能提高浏览量、或者能促成他们与大发行商之间合作的游戏,这28款游戏中一半是3A主机游戏。

总的来看,过去三年里influencer发布的视频数量没什么变化——平均来看,每天至少一个视频——但排名前10的influencer却在不断变化。2018年前100名的influencer中,只有50%是2017年就在榜内的,并且根据我们的跟踪观察其中20%是新兴的influencer。

twitch-desk(from polygon)

twitch-desk(from polygon)

因此,似乎没有人能在YouTube上维持稳定的影响力地位——即便像DanTDM这种拥有2000万订阅量的大人物也在2018年掉出了前10,滑到了第16名。事实上,2018年排名前10的influencer中,8名都是新面孔。

人们对游戏直播的迷恋是无止境的,2018年12个月内YouTube前10的influencer粉丝数量总共增加了8600万,其中很大一部分属于游戏主播Ninja,自2018年1月起他的粉丝数量飙升了2100万。排名前100的influencer平均每人新增了50万名粉丝。

(排名前10的influencer宣传的游戏数量:2016年383款,2017年326款,2018年28款)

从浏览量上看,2018年排名前10的influencer的浏览量与2017年前10相比增长了40%,相差近21亿。如果计算前100名,浏览量总共增加了25亿,这无疑证明了YouTube前10的influencer影响力越来越大了,无论他们是谁。

我们判定一名influencer的标准是:拥有10万以上粉丝,或者发布了一个播放量5万以上的视频——超过了一万名YouTube用户都符合这个条件。在这些YouTube频道去年的播放量平均每个增长了约50万,这意味着YouTube平台的影响力仍然在不断扩大。更多的influencer播放量在上升而不是下滑。

Twitch平台,尽管可能与电子游戏更加契合,仍有待发行商、开发商和玩家的进一步利用。

Twitch上的influencer发布内容的频率和YouTube差不多,并且在过去的四周内,每个知名主播平均每日直播一场。然而,排名前100的主播最高观看量平均只有27000。

不过,值得高兴的是粉丝数量在增长。在过去4个月内,每个主播平均增长了36000名粉丝,尽管还是远低于YouTube,但Twitch平台呈现良性发展的态势,最终可能会威胁到YouTube的地位并影响influencer的平台选择,特别是如今在Amazon的扶持下,平台将通过提供丰厚的经济条件吸引更多内容提供者。

虽然如此,Twitch和YouTube在流量上相差甚远,因此YouTube暂可不必担忧。值得注意的是Twitch上的频道数量多如牛毛——根据我们的数据约有180万个,不过我们认为其中真正具有影响力的只有很小一部分,Twitch上粉丝数量和播放量的分布比YouTube要更均匀。

再来看看2019年值得关注的influencer,几个YouTuber榜上有名。Ghost Ninja 2018年获得了巨大的浏览量增长——然而,当我们研究他的游戏偏好时发现,他2018年发布的497个视频里,493个主要关于《堡垒之夜》。

2018年YouTube前100的influencer更加关注《堡垒之夜》,虽然其中只有两个人专门做该游戏的内容,但其它人发布的视频中,《堡垒之夜》相关视频比其它游戏要多得多。事实上,前100的influencer里,有43个人的视频重点是《堡垒之夜》,排名前10的8个influencer 2018年发布的视频里,总共只有87个与《堡垒之夜》无关——这有力证明了《堡垒之夜》在2018年底仍然保持着巨大的影响力。

(2018年YouTube排名前100、50和10的influencer发布的视频中《堡垒之夜》相关视频占比分别是61%、70%和94%)

观察这些数据,我们很容易发现Apex Legends选择在这时候发行是个明智的决定,influencer专注于大热的产品,果不其然游戏在YouTube和Twitch上都拥有很高的宣传率。

总之,这些分析表明如今让某个influencer帮你宣传游戏是越来越难了,因为他们只关注一小部分产品。此外,随着Apex Legends不断挑战《堡垒之夜》的地位,2019年排名靠前的influencer发布的内容可能会有重大变化,鉴于他们是如此偏爱吃鸡游戏。

我相信在过去的五年内,这些influencer促进了游戏行业的发展。除此之外,他们或许还帮助延长了实体版和数字版游戏的销售周期。纵然他们中很多人看似过着纸醉金迷的生活,未来数年内大众将会逐渐接纳认可他们。

本文由游戏邦编译,转载请注明来源,或咨询微信zhengjintiao

Even though the video games industry has utilized influencers for many years to raise awareness, it seems as of late the world has woken up.

Traditional journalists of mainstream media report their astonishment at how these homemade celebrities are riding the crest of a wave (as well as their possible envy of how they can live the freebie dream whilst promoting major brands…?). Whilst influencers now exist in most major industry sectors, video games were clearly an early adopter for this refreshing communication vehicle.

Their use is well established in the communication strategy as they unmistakably can make or break a game’s success. However as with most nonpartisan movements, professionalism and commercial reality bites for a successful influencer.

For instance, in the 12 months of 2016, the top 10 influencers covered around 300 different games and this reduced to only 28 different games by 2018。 This is a clear indication that influencers are focusing on what drives the most views and/or the relationships they are forging with major publishers, with half of those 28 selected games being AAA console titles。

In general, influencers are posting the same number of videos over the last three years — on average, just over one video a day — but their staying power as a Top 10 influencer is being constantly challenged. Only half of the Top 100 influencers of 2018 are still holding their position when compared to 2017, and 20% are channels news to our monitoring system.

Therefore, it seems that no YouTuber’s influential status is guaranteed — even when you reach the dizzy heights of DanTDM who, with over 20 million subscribers, fell out of the Top 10 influencers in 2018, slipping ten places to 16th. In fact, 80% of 2018′s Top 10 influencers were not in the Top 10 of 2017.

Our fascination with watching other people play games is boundless, with 86 million new subscribers flocking to the Top 10 influencers on YouTube in 2018 over a 12-month period. The majority of this growth went to Ninja, who captured a mind-blowing 21 million new subscribers from January 2018. On average, subscribers grew 500,000 for each of the Top 100 influencers.

When examining views, the Top 10 influencers of 2018 also saw a growth of 40% when compared to 2017′s Top 10 views, securing almost 2.1 billion views between them. When looking at the entire Top 100 influencers, the overall view growth was up 2.5 billion, proving without a doubt that the Top 10 influencers on YouTube, regardless of who they are, have become even more influential.

We recognise YouTubers as having an influential effect if they have 100,000 subscribers or have posted a video with 50,000 views — amounting to more than 10,000 YouTubers. Out of all of these, views for each channel grew approximately half a million on average over the last year, signifying YouTube is still a growing influencer platform. And there were more influencers that grew in views than shrunk.

Twitch, however, is still yet to be totally utilised by publishers, developers and consumers, even though it could be considered more suited to video games。

Influencers on Twitch post more or less with the same regularity as YouTube and during the last four weeks, streams have been averaging one stream a day for each recognised influencer。 However, peak viewers for the Top 100 influencers during this period have only reached 27,000 viewers on average。

More encouraging, however, is ‘follower’ growth。 During the same period of the last four weeks, an average growth of 36,000 for each influencer is displayed。 Although again far lower than YouTube, the platform is showing a healthy growth。 Eventually this promising subscriber growth could start to challenge YouTube as the influencer platform of choice, especially with its financial transactions to incentivise the channel provider built into Twitch via its Amazon backbone。

That said, views need to increase massively before YouTube should feel worried. Also, it is worth noting that there are also an avalanche of channels on Twitch — we have over 1.8 million in our dataset, although we deem a mere fraction as being worthy of the label ‘influencer’, suggesting that views and followers are being spread rather more widely on Twitch than on YouTube.

When investigating the ones to watch for 2019, a few YouTubers stand out. GhostNinja is one that has reaped massive view growth in 2018 when comparing to 2017 – however, when delving into his game preference, out of 497 videos in 2018, 493 were indeed on Fortnite.

Focusing more on Fortnite in the Top 100 influencers for 2018, there are only two influencers that solely focus on the game. Among those that do post on other games, post count is astonishingly low for anything other than Fortnite. In fact, 43 out of the Top 100 focus more on Fortnite than any other title and eight out of the Top 10 influencers published only 87 videos combined in the whole 12-month period of 2018 that weren’t Fortnite-related — solid evidence that the Fortnite effect still held a strong stranglehold at the end of 2018.

It’s also fairly obvious when looking at these stats that Apex Legends chose an influencer-centric launch, a tactic that appears to be paying off with the game already seeing strong coverage across both YouTube and Twitch.

In summary, these analytics suggest it’s getting tougher to find beneficial influencers that drive views for your product with so many focusing on a small subset of games. In addition, with Fortnite being challenged by Apex Legends, we might see a massive change in top influencers in 2019 due to their battle royale preference.

I believe influencers have over the last five years facilitated growth for our industry。 In addition, they may have also assisted in increasing the ‘shelf life’ of top physical and digital games。 Even if many seem to live the life of luxury, we should and will ultimately embrace them for many years to come。 (source:)

 


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