MCN行业进入存量竞争阶段 转型策略出现明显分化

格隆汇
Jul 29
依托短视频普及和直播电商崛起,国内MCN(多频道网络)行业在过去十年迎来了爆发式扩张。凭借达人签约、内容创作、广告植入、直播带货这套成熟商业模式,大批MCN机构快速崛起,一度被视作创投赛道的“风口”。近期,一则股权转让公告,暴露了MCN行业的经营困境。一家曾为直播平台YY第一大公会的MCN机构,即便手握2000万级粉丝头部主播,年亏损仍接近7000万元。这并非个例,包括多家新三板公司及上市公司在内,亏损成为国内MCN机构的普遍现状。有业内人士坦言,行业已经进入存量竞争阶段,受流量成本攀升、商业模式存在短板等问题影响,大小机构的生存路线、转型策略正在出现明显分化。

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