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{"id":21577,"date":"2016-09-27T09:30:11","date_gmt":"2016-09-27T07:30:11","guid":{"rendered":"https:\/\/asialyst.com\/fr\/2016\/09\/26\/brouillon-regard-copy-3\/"},"modified":"2016-09-27T12:16:42","modified_gmt":"2016-09-27T10:16:42","slug":"chine-les-applications-de-live-streaming-en-plein-boom","status":"publish","type":"post","link":"https:\/\/asialyst.com\/fr\/2016\/09\/27\/chine-les-applications-de-live-streaming-en-plein-boom\/","title":{"rendered":"Chine : les applications de live streaming en plein boom"},"content":{"rendered":"<div class=\"container\">\n\t<meta itemprop=\"keywords\" content=\"Economie\" \/>\n\t<a href=\"https:\/\/asialyst.com\/fr\/economie\/\" class=\"category category-37\">Economie<\/a><br \/>\n\t<time datetime=\"2016-09-27T09:30:11Z\" itemprop=\"datePublished\">\n\t\tPubli\u00e9 27 Septembre 2016<br \/>\n\t\tMis \u00e0 jour 27 Septembre 2016\t<\/time>\n\t<meta itemprop=\"dateModified\" content=\"2016-09-27T12:16:42Z\" \/>\n<\/div>\n<div class=\"container\">\n<div class=\"surtitre\" itemprop=\"headline\">Expert - l'Asie digitale<\/div><\/div>\n<div class=\"container\">\n\t<h1 itemprop=\"name\">Chine : les applications de live streaming en plein boom<\/h1>\n<\/div>\n<div class=\"container\">\n  <div class=\"authors\">\n    <ul>\n    \t        <li class=\"author\" itemprop=\"author\" itemscope itemtype=\"http:\/\/schema.org\/Person\">\n          <a href=\"https:\/\/asialyst.com\/fr\/auteur\/hadrien-markabi\/\" class=\"category-color\" itemprop=\"url\">\n            <span itemprop=\"name\" class=\"name\">\n              Hadrien Markabi            <\/span>\n            <img data-del=\"avatar\" alt=\"Hadrien Markabi\" src='https:\/\/asialyst.com\/fr\/wp-content\/uploads\/2016\/09\/PORTRAIT-HADRIEN-MARKABI-150x150.jpg' class='avatar pp-user-avatar avatar-150 photo ' height='150' width='150'\/>          <\/a>\n        <\/li>\n    \t    <\/ul>\n  <\/div>\n<\/div>\n<div class=\"container\">\n  <div class=\"photo-une\" itemprop=\"image\" itemscope itemtype=\"http:\/\/schema.org\/ImageObject\">\n    <figure>\n      <a href=\"https:\/\/asialyst.com\/fr\/wp-content\/uploads\/2016\/09\/CHINE-LIVE-STREAMING-YY.jpg\" class=\"article-image\" title=\"Sur le stand de YY, l'un des principaux \u00e9diteurs d\u2019applications de live streaming en Chine, lors de la 13\u00e8me China Digital Entertainment Expo, appel\u00e9e aussi ChinaJoy 2015, \u00e0 Shanghai le 28 juillet 2015. (Cr\u00e9dits : Stringer \/ ImagineChina \/ via AFP)\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/asialyst.com\/fr\/wp-content\/uploads\/2016\/09\/CHINE-LIVE-STREAMING-YY.jpg\" class=\"img-responsive\" alt=\"Sur le stand de YY, l&#039;un des principaux \u00e9diteurs d\u2019applications de live streaming en Chine, lors de la 13\u00e8me China Digital Entertainment Expo, appel\u00e9e aussi ChinaJoy 2015, \u00e0 Shanghai le 28 juillet 2015.\" srcset=\"https:\/\/asialyst.com\/fr\/wp-content\/uploads\/2016\/09\/CHINE-LIVE-STREAMING-YY.jpg 1024w, https:\/\/asialyst.com\/fr\/wp-content\/uploads\/2016\/09\/CHINE-LIVE-STREAMING-YY-300x200.jpg 300w, https:\/\/asialyst.com\/fr\/wp-content\/uploads\/2016\/09\/CHINE-LIVE-STREAMING-YY-768x512.jpg 768w, https:\/\/asialyst.com\/fr\/wp-content\/uploads\/2016\/09\/CHINE-LIVE-STREAMING-YY-600x400.jpg 600w, https:\/\/asialyst.com\/fr\/wp-content\/uploads\/2016\/09\/CHINE-LIVE-STREAMING-YY-900x600.jpg 900w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a>\n      <meta itemprop=\"height\" content=\"1024\"\/>\n      <meta itemprop=\"width\" content=\"683\"\/>\n      <meta itemprop=\"contentUrl\" content=\"https:\/\/asialyst.com\/fr\/2016\/09\/27\/chine-les-applications-de-live-streaming-en-plein-boom\/\"\/>\n      <figcaption class=\"legend\" itemprop=\"description\">\n      \t<div class=\"container\">\n        \tSur le stand de YY, l'un des principaux \u00e9diteurs d\u2019applications de live streaming en Chine, lors de la 13\u00e8me China Digital Entertainment Expo, appel\u00e9e aussi ChinaJoy 2015, \u00e0 Shanghai le 28 juillet 2015. (Cr\u00e9dits : Stringer \/ ImagineChina \/ via AFP)        <\/div>\n      <\/figcaption>\n    <\/figure>\n  <\/div>\n<\/div>\n\n<div class=\"container\">\n\t<div class=\"chapo\" itemprop=\"description\">\n\t\tDans une ville de la banlieue de Chengdu, comme chaque mardi en d\u00e9but de soir\u00e9e, une jeune fille chante devant son smartphone dans sa chambre. Plusieurs milliers d\u2019utilisateurs de Yingke, l\u2019application de <em>live streaming<\/em> qu\u2019elle utilise, la regardent, lui posent des questions et lui envoient des cadeaux virtuels. Elle fait partie des 600 000 diffuseurs de Yingke, d\u00e9j\u00e0 t\u00e9l\u00e9charg\u00e9e 50 millions de fois en Chine. Et ce n\u2019est qu\u2019une application parmi les dizaines qui se partagent le march\u00e9.\t<\/div>\n<\/div>\n<div class=\"container\">\n\t<div class=\"text\" itemprop=\"articleBody\">\n\t\tD\u2019apr\u00e8s Feng Yousheng &#8211; CEO de Yingke &#8211; deux ph\u00e9nom\u00e8nes peuvent \u00e9clairer l\u2019\u00e9mergence et la popularit\u00e9 du <em>live streaming.<\/em> Le premier est technologique. Dans un pays o\u00f9 la part d\u2019utilisateurs d\u2019Internet est pass\u00e9e de 38 \u00e0 52% de la population totale ces cinq derni\u00e8res ann\u00e9es, le smartphone est devenu roi. Le second ph\u00e9nom\u00e8ne est g\u00e9n\u00e9rationnel. Selon Feng, les <em>\u00ab\u00a0personnes n\u00e9es apr\u00e8s 1990 ont une forte tendance \u00e0 \u00eatre connect\u00e9es en permanence\u00a0\u00bb,<\/em> une tendance qui s\u2019int\u00e8gre \u00e0 part enti\u00e8re dans leur mode de vie.\n<p>Alors qu&rsquo;en Occident des applications de <em>live streaming<\/em> comme Periscope et Meerkat en Occident connaissent un succ\u00e8s naissant en 2015, des dizaines de start-ups chinoises se lancent sur ce m\u00eame cr\u00e9neau. Aujourd&rsquo;hui, deux applications semblent dominer le march\u00e9.<\/p>\n<p>Yingke &#8211; r\u00e9guli\u00e8rement en t\u00eate des classements de l\u2019App Store chinois &#8211; compte plus de 50 millions de t\u00e9l\u00e9chargements. Sa rivale, Douyu, soutenue par les investissements de Tencent et de Sequoia Capital China, affirme que 600 000 personnes ont d\u00e9j\u00e0 diffus\u00e9 une vid\u00e9o et 150 000 sont des \u00ab\u00a0r\u00e9guliers\u00a0\u00bb. Si ces applications se sont directement inspir\u00e9es de la Silicon Valley, elles pr\u00e9sentent des sp\u00e9cificit\u00e9s propres \u00e0 la Chine.<\/p>\n<p>En 2008, David Li Xueling co-fonde YY avec Lei Jun &#8211; le fondateur du g\u00e9ant Xiaomi. YY est une plate-forme virtuelle destin\u00e9e aux joueurs de jeux vid\u00e9os pour \u00e9changer et jouer en temps r\u00e9el. Aujourd\u2019hui, elle compte 10 millions d\u2019utilisateurs et a \u00e9tendu loin du jeu vid\u00e9o les diff\u00e9rents genres de contenus accessibles sur la plate-forme. Comme pour les applications de live streaming aux Etats-Unis ou en Europe, leur usage s\u2019\u00e9tend de l\u2019information \u00e0 la prise de parole spontan\u00e9e par des c\u00e9l\u00e9brit\u00e9s, en passant par des sc\u00e8nes de vie quotidienne ou des tutoriels beaut\u00e9.<\/p>\n<p>Les marques chinoises semblent cependant mieux saisir les opportunit\u00e9s de ce nouveau media. TaoBao a lanc\u00e9 cette ann\u00e9e une plate-forme de vid\u00e9os en ligne o\u00f9 des \u00ab\u00a0influenceurs\u00a0\u00bb font la promotion de produits en direct. L\u2019une de ces vid\u00e9os, vantant une marque de v\u00eatement, a vendu plus de 200 000 pi\u00e8ces lors d\u2019une session de deux heures.\t<\/p><\/div>\n<\/div>\n\n<div class=\"container\">\n\t<h2>R\u00e9action des autorit\u00e9s chinoises<\/h2>\n<\/div>\n<div class=\"container\">\n\t<div class=\"text\" itemprop=\"articleBody\">\n\t\tOutre son potentiel commercial, pour Cao Xi de Sequoia Capital, le volume des utilisateurs de ces applications tient en partie des libert\u00e9s qu\u2019elles sugg\u00e8rent. <em>\u00ab\u00a0Dans un pays o\u00f9 la pornographie n\u2019est pas accessible, le march\u00e9 est plut\u00f4t porteur\u00a0\u00bb,<\/em> affirme-t-il. Les amendes que Douyu et Yingke ont pay\u00e9es ces derniers mois pour <em>\u00ab\u00a0information pornographique, de mauvais go\u00fbt et inappropri\u00e9e\u00a0\u00bb,<\/em> selon un organe de communication officielle du parti, semble donner raison \u00e0 l\u2019investisseur. \n<p>En r\u00e9action \u00e0 plusieurs vid\u00e9os mettant en sc\u00e8ne des couples ou des jeunes filles nues et \u00e0 l\u2019utilisation grandissante des services de <em>live streaming,<\/em> l\u2019Etat chinois a en effet rendu obligatoire l\u2019obtention d\u2019une licence de t\u00e9l\u00e9diffusion d\u2019une valeur de 10 millions de yuans. Licence que le gouvernement a tout pouvoir de retirer de m\u00eame que l\u2019acc\u00e8s \u00e0 Internet aux entreprises, selon un rapport du China International Capital.\t<\/p><\/div>\n<\/div>\n\n<div class=\"container\">\n\t<h2>Les start-ups s&rsquo;adaptent<\/h2>\n<\/div>\n<div class=\"container\">\n\t<div class=\"text\" itemprop=\"articleBody\">\n\t\tDevant l\u2019obligation d\u2019accepter une surveillance totale de l\u2019Etat, les start-ups ont d\u00e9velopper diff\u00e9rents moyens pour attirer des utilisateurs. Le premier a \u00e9t\u00e9 de filtrer les contenus diffus\u00e9s. Au sein de Yingke, 500 personnes surveillent le contenu contre 150 pour les op\u00e9rations. Tout comme chez Douyu o\u00f9 autant d\u2019employ\u00e9s sont responsables de surveiller ce qui est partag\u00e9, et le supprimer si besoin, que de d\u00e9velopper le produit.\n<p>Leurs efforts se sont \u00e9galement concentr\u00e9s sur le renforcement des moyens de mon\u00e9tisation disponibles pour ses utilisateurs. C\u2019est ce qui fait la particularit\u00e9 principale des applications chinoises. Dans la droite lign\u00e9e de la <em>hong bao<\/em> (l&rsquo;enveloppe rouge pleine d&rsquo;argent), les spectateurs ont la possibilit\u00e9 d\u2019envoyer des cadeaux virtuels &#8211; des fleurs, un c\u00e2lin ou encore un bateau &#8211; aux <em>\u00ab\u00a0live streamers\u00a0\u00bb<\/em> si le contenu leur plait ou si ces derniers leur sugg\u00e8rent. Bien que virtuels, ces cadeaux peuvent \u00eatre \u00e9chang\u00e9s en yuans. Les cadeaux les plus chers peuvent aller jusqu\u2019\u00e0 500 yuans et les utilisateurs actifs peuvent donc gagner facilement plusieurs milliers de yuans par jour. L\u2019application et l\u2019utilisateur se partagent les gains. Yingke prendrait une part &#8211; 10% selon un utilisateur. Douyu affirme partager de mani\u00e8re \u00e9gale.<\/p>\n<p>Pour garder un flux de contenu constant et construire une programmation attractive et vari\u00e9e, certaines applications ont \u00e9galement des contrats avec des influenceurs. La source principale de r\u00e9mun\u00e9ration des utilisateurs restent cependant les spectateurs eux-m\u00eames.<\/p>\n<p>En ce sens, le <em>live streaming<\/em> est \u00e0 l\u2019\u00e9chelle du smartphone, une version mobile et instantan\u00e9e de la t\u00e9l\u00e9-r\u00e9alit\u00e9. Les applications mettent par exemple en avant les heures de diffusion des utilisateurs les plus actifs comme le ferait une cha\u00eene de t\u00e9l\u00e9vision pour ses programmes. La licence d\u00e9livr\u00e9e par l\u2019Etat devenue obligatoire, est la m\u00eame que pour une cha\u00eene de t\u00e9l\u00e9vision. Outil pour utilisateurs en qu\u00eate de popularit\u00e9 ou de reconnaissance de leurs talents, le <em>live streaming<\/em> r\u00e9duit la distance entre les c\u00e9l\u00e9brit\u00e9s et le reste de la population, dans un pays o\u00f9 acc\u00e9der \u00e0 son \u00ab\u00a0quart d\u2019heure de c\u00e9l\u00e9brit\u00e9\u00a0\u00bb est une nouvelle forme de libert\u00e9.\t<\/p><\/div>\n<\/div>\n\n<div class=\"container\">\n\t<div class=\"text\" style=\"background:#d9463d; padding:20px 20px 30px 20px; text-align:center; border-radius:8px;\">\n\t\t<h3 style=\"color:#fff; font-weight:700;\">Soutenez-nous !<\/h3>\n\t\t<p style=\"color:#fff; font-size:0.8em; line-height:1.5em; margin-bottom:30px;\">Asialyst est con\u00e7u par une \u00e9quipe compos\u00e9e \u00e0 100 % de b\u00e9n\u00e9voles et gr\u00e2ce \u00e0 un r\u00e9seau de contributeurs en Asie ou ailleurs, journalistes, experts, universitaires, consultants ou anciens diplomates... 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class=\"name\">\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/asialyst.com\/fr\/auteur\/hadrien-markabi\/\">\n\t\t\t\t\t\t\tHadrien Markabi\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<div class=\"description\">\n\t\t\t\t\t\tMarketeur bas\u00e9 \u00e0 New York, ayant v\u00e9cu et travaill\u00e9 en France et en Chine, Hadrien s'int\u00e9resse \u00e0 l'\u00e9conomie num\u00e9rique et aux \u00e9cosyst\u00e8mes entrepreneuriaux de l'Asie de l'Est.\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n<\/div>\n[asl-front-abonnez-vous]\n<div class=\"block3news\">\n\t<div class=\"container\">\n\t\t<div class=\"recommand\">\n\t\t\t<h5>On vous recommande<\/h5>\t\t\t<ul class=\"row\">\n\t\t\t\t<li class=\"col-md-6 col-sm-12 col-xs-12 news\"><a href=\"https:\/\/asialyst.com\/fr\/2016\/05\/23\/chine-les-grandes-tendances-du-e-marketing-pour-2016\/\"><span class=\"photo\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"351\" src=\"https:\/\/asialyst.com\/fr\/wp-content\/uploads\/2016\/05\/CHINE-ECOMMERCE-CONSOMMATEURS-600x351.jpg\" class=\"img-responsive wp-post-image\" alt=\"Les consommateurs chinois sont de plus en plus s\u00e9duits par le e-commerce et les entreprises investissent donc de plus en plus dans le marketing digital.\" \/><\/span><span class=\"info\"><span class=\"metadata category category-\">Economie<\/span><h4>Chine : les grandes tendances du e-marketing pour 2016<\/h4><\/span><\/a><\/li><li class=\"col-md-6 col-sm-12 col-xs-12 news\"><a href=\"https:\/\/asialyst.com\/fr\/2016\/04\/21\/en-chine-les-expatries-plus-actifs-sur-wechat-que-les-chinois\/\"><span class=\"photo\"><img loading=\"lazy\" decoding=\"async\" width=\"393\" height=\"244\" src=\"https:\/\/asialyst.com\/fr\/wp-content\/uploads\/2016\/04\/WECHAT-PRESENTATION-ETRANGER.jpg\" class=\"img-responsive wp-post-image\" alt=\"L&#039;application WeChat est de plus en plus utilis\u00e9e par les \u00e9trangers en Chine.\" srcset=\"https:\/\/asialyst.com\/fr\/wp-content\/uploads\/2016\/04\/WECHAT-PRESENTATION-ETRANGER.jpg 393w, https:\/\/asialyst.com\/fr\/wp-content\/uploads\/2016\/04\/WECHAT-PRESENTATION-ETRANGER-300x186.jpg 300w\" sizes=\"auto, (max-width: 393px) 100vw, 393px\" \/><\/span><span class=\"info\"><span class=\"metadata category category-\">Economie<\/span><h4>En Chine : les expatri\u00e9s plus actifs sur WeChat que les Chinois ?<\/h4><\/span><\/a><\/li>\t\t\t<\/ul>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n<div class=\"container\">\n\t<div class=\"comments\">\n\t\t\t<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Nouveau canal de la t\u00e9l\u00e9-r\u00e9alit\u00e9, le live streaming est symptomatique de l&rsquo;usage des applications smartphone en Chine, notamment sur la mon\u00e9tisation.<\/p>\n","protected":false},"author":576,"featured_media":21579,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[37],"tags":[23,22,163,194],"class_list":["post-21577","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-economie","tag-asie-du-nord-est","tag-chine","tag-numerique","tag-regards"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Chine : les applications de live streaming en plein boom - Asialyst<\/title>\n<meta name=\"description\" content=\"Nouveau canal de la t\u00e9l\u00e9-r\u00e9alit\u00e9, le live streaming est symptomatique de l&#039;usage des applications smartphone en Chine, notamment sur la mon\u00e9tisation.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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