After live streaming host Viya was investigated for tax evasion, Taobao Live recently released its annual incentive plan for the year to support mid-tier and new hosts and to provide more cash incentives to producers.
The incentive plan is roughly divided into three parts: First, when a new host meets certain requirements, they will receive a one-time cash incentive issued by the platform. Second, the new host will also receive a one-time cash incentive when completing certain retention tasks. Third, MCN institutions with a high number of quality hosts can also be awarded with these incentives.
In addition, Taobao has increased itssupport of the platform’s traffic for live-streaming from the aspect of products. The company revealed that it has recently concentrated on testing and opening up more resources for its live-streaming business. On this basis, Taobao plans to provide a series of traffic support policies for mid-tier and new hosts in 2022.
In 2021, Taobao introduced a series of measures to strengthen its live-streaming business. On the eve of Double Eleven, Alibaba launched a content commercialization platform called “Heat Wave Engine”. This platform aims to provide two-way matching transactions for merchants and hosts, better evaluate online product selection and promotion while expanding the number of available traffic channels.
According to official data, from September 30, 2020 to September 30, 2021, the number of users watching Taobao live-streaming increased by more than 60 million, and the annual ARPU of consumers in live-streaming also increased by 30%.