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K: And between the two major platforms hosting virtual concerts, WeChat and Douyin, competitions are getting fierce. WeChat Channels’ daily active users (DAU) have topped 500 million in 2021, a 78 percent growth year on year. WeChat has a user base that falls between Douyin and Kuaishou, and because the WeChat platform is built around social interaction, it will continue to grow.

S: I agree. Many people initially regarded it as another Tencent’s attempt to create a short video application, but more people are now realising it's not that simple. When asked about video online, WeChat founder Zhang Xiaolong responded that what they want to do is infrastructure, and later WeChat gives a more official description called "atomisation components," which actually means what they want to do is not a video account link with the outside world, but a content carrier within the WeChat ecosystem. "Video account orientation is a way of life since the future of video accounts should be an organised form that can be tagged and engaged with,” he said.

K: That’s true. This kind of social relationship is also what Douyin wants. Previously, Douyin added the "friend" column to strengthen the social interaction of acquaintances based on the address list, while the "nearby" column is intended to promote the social interaction of strangers based on the location relationship. In 2021, Zhang Nan, CEO of Byte Dance China, said that Douyin is gradually changing its theme from entertainment to social life and then to a lifestyle. Coincidentally, the slogan of WeChat is "WeChat is a lifestyle".

S: According to market estimates, it only took 4 years for Douyin to build up a DAU of about 500 million from 2016 to 2020. And when the market of short video became relatively stable, WeChat Channels came back aggressively. But Douyin has already become very mature in terms of algorithm and commercialisation, and WeChat Channels is only up and coming. 

There’s still a huge problem with profitability of online concerts. At present, platforms are still in exploration in how to make a profit out of online concerts. The more common ones include brand sponsorship, online ticket sales and selling merchandise. For example, both Lo Ta-yu and Cui Jian used automobile brands as sponsors in their concerts. Jay Chou's online concert made a huge profit by selling merchandise. 

K: In fact, online concerts are still far away from most musicians. According to the 2021 Chinese musicians report released by the Communication University of China, up to 92.26% of musicians have never participated in this kind of online activity.

The main reason is that in view of the current market, only a very small amount of musicians are likely to be sponsored. At the same time, the difference between offline and online actual experience is enormous, it is difficult for infamous singers to implement the online model. The report also shows that 33.27% of the musicians' main source of income is music performance, which is a difficult goal for online concerts at present.

S: Well, that’s a whole different story for another discussion. Perhaps we could dig a little deeper about it some other time. That’s it for today, see you next week. 

5月27日晚八点，你也为选择看“罗大佑”还是“孙燕姿”的线上演唱会纠结发愁了吗？

当晚，在微信视频号平台上，身穿灰白色休闲服的罗大佑，准时出现在了观众的视野里，他缓缓将指挥的双手放在钢琴上以一首《滚滚红尘》演奏版开启了他首场线上演唱会。而同一时间，在抖音直播间，孙燕姿身穿全套白色宽西服，出现在红色绸绒背景前，她在沙发上和直播间的朋友互动了几分钟后，走上地毯站在了灯光下，随着《雨还是不停地落下》前奏响起，她也开启了自己的抖音线上演唱会。

两大平台线上演唱会的“撞期”，也引得网友发出”你今晚看罗大佑还是孙燕姿“的话题热议，从某种程度上而言，罗大佑与孙燕姿此次的演唱会主题都是以“怀旧”为主，有“华语乐坛顶级教父”之称的罗大佑，代表了一代人的青春回忆，此次演唱会便是以“童年”为主题展开，而孙燕姿同样作为华语乐坛的顶流歌手，至今仍流传着“男有周杰伦，女有孙燕姿”的说法，此次两人同时间举办的演唱会，不免引得观众难以抉择。

罗大佑演唱会持续了两小时，当天晚上11点，罗大佑微信视频号显示，点击“看过”的人数超过4000万次；孙燕姿的演唱会进行了一个小时，抖音直播间观看人数一度冲到2.4亿。但是，这两个平台对人数的统计方式不同，前者采用UV（独立访客数），后者采用PV（页面浏览数），看似数据悬殊却不能代表实际人数。

抖音自2016年推出以来，不论是在平台运营还是算法方面都有着十分成熟的体系，但是此次罗大佑与孙燕姿的“对决”，意味着微信视频号的快速兴起，已经和抖音平台进入竞争的阶段。