This paper analyzes the market status quo of social pan-entertainment applications, summarizes the product commonalities, and combined with various environmental trends related to users, makes a preliminary judgment on the future development of the industry, and evaluates the impact on the communication industry based on this, so as to provide direction and ideas for the industry readers in practical operation.

1. Market status quo

By looking at App Annie’s social entertainment top-grossing list for the second quarter of 2021, we find that among the top 30, live-streaming apps and matching and dating apps account for 60%, while dating, UGC+, and casual board games account for 40%. This indicates that users are more inclined to spend their personal time on live broadcasting and matching and dating APPs, and at the same time form diversified social needs such as games, online karaoke, online dating and so on.



Can we find common business commonalities among these five types of applications and start to explore industry trends from a business perspective? Through the analysis of the commercialization methods of the above 30 applications, the table is listed as follows:

The score of voice room and live video scenes in various applications is as follows:

It is not difficult to find that among these five types of applications, providing users with chat rooms and live video scenes is the main means of commercialization. At the present stage, the social pan-entertainment application market has formed with video live broadcast and language chat room as the core, and the content covers show live broadcast, game live broadcast, voice chat room, voice live broadcast, voice radio, game training partner, game matching, etc., providing users with emotional communication, entertainment skills and other aspects of service experience. So far, we can conclude that video and voice have become the development trend of mainstream social and pan-entertainment applications.

2. Exploring the trend of user demand

To B enterprise’s core business is To provide customers with the underlying capabilities To meet the needs of their target users. Visible customers to our demand driving source, is still the majority of users. The industry trend of social and pan-entertainment, in the final analysis, is the demand trend of the majority of users, and the demand of users is inseparable with the social environment, economic environment, technological environment, policy environment. The following is an attempt to explore the trend of user demand through the analysis of the C-end user environment.

The social environment

Under the influence of COVID-19, people shift the focus of entertainment to online. Playing games, watching live broadcasts, training partners in games, and voice chat have become the choices of many users for online entertainment and social networking. Under this influence, the user scale of the entertainment social networking industry will increase significantly in 2020, with the overall user scale reaching 370 million, a year-on-year growth of 17.3%. In the future, with the improvement of users’ entertainment needs and social needs, game users will continue to convert to game live broadcast users and game companion users. Voice skills service will also attract more young people to participate, driving the further spread of social users with entertainment skills.

As the market influence of the entertainment social industry continues to rise, more and more young people are joining it. In the first half of 2020, affected by the epidemic at home, offline employment was greatly impacted, while the entertainment skills and social networking industry provided a large number of flexible employment opportunities for young talents. According to iResearch, the new number of users in the entertainment skills and social networking industry reached 5.13 million in 2020.

The economic environment

In 2020, the scale of China’s Internet economy has exceeded 6 trillion yuan. At the same time, compared with major developed countries, China’s Internet user penetration rate still has about 15%-20% room for improvement. It can be predicted that China’s Internet economy will still maintain a considerable growth rate, and the scale is expected to exceed 8 trillion yuan in 2022. As an important part of the Internet economy, online entertainment still has huge growth potential in the future with the continuous improvement of people’s online entertainment time and entertainment demand.



Science and technology environment

The widespread popularization and coverage of domestic communication technology has promoted the rapid development of the mobile Internet industry, bringing online entertainment content to more people. The innovation and breakthrough of many emerging technologies will drive the further upgrading of the mobile Internet. For example, the commercial application of 5G technology, compared with 4G, 5G has the characteristics of faster transmission speed, lower delay and higher resolution, etc. If applied to ultra-high definition live broadcast, or combined with VR, AR, AI, cloud game and other technologies, it will create a variety of high-quality and interactive online entertainment content. Internet entertainment content and Internet social forms of iterative upgrading.



The policy environment

While strictly supervising online entertainment and standardizing the healthy development of the industry, the government has also introduced a series of policies to promote the development, transformation and upgrading of the online entertainment industry. It can be seen from the policies in the past two years that the emerging online entertainment industry, such as entertainment skills and social networking, has received great support, which will greatly boost its future development.



Through the above analysis, we can conclude that under the policy of encouragement and supervision, the industry will be more standardized and sunny in the future. At the same time, young people enthusiastically join the industry with their good entertainment skills, which will promote more professional platform services. The development of science and technology will further promote the upgrading of industrial model. The diversified social needs presented by Gen Z young people promote the integration and innovation of social scenes, and they are bound to become the main force of industry consumption.

Third, the impact on the communication service industry

Users’ demands for social scenes are diversified, and social forms are extending to other forms of entertainment other than chat, video, sound and games. This will force the industry to offer one-stop services, and demand for the ability to merge real-time and instant communication and switch between scenarios. How to better provide these capabilities to customers has become a common goal of communication service industry. Rongyun recently launched scenario-based SDK, which combined with the open source Demo, enables customers to use a set of SDK to meet the requirements of multi-scene business construction.

In addition, the innovation and integration of AR, VR, AI, holography, cloud gaming and many other technologies will create a new form of social interaction. In the future, immersive audio and immersive video may become the mainstream social scene for users, which also brings new opportunities to the communication service industry. Rongyun focuses on communication technology and supports customers’ personalized customization of the upper layer to meet the transmission of audio and video data of different specifications.

Rongyun will keep exploring the trend of the industry and actively layout to drive the development of the communication service industry.