[2] YouTube, the pioneer of online social media live broadcast： to create a ＂high-flow+high-quality creator＂

　　Abstract:

　　In social media, YouTube started live testing early. According to the data, a concert of U2 was broadcast live on YouTube in 2009. In February 2010, the first State of the Union address speech of then US President Barack Obama was broadcast live. In 2014, it competed with Amazon on the acquisition of Twitch, a vertical live broadcast platform for games. Focusing on the live e-commerce business, when did YouTube start to expand the live selling business? What channels or functions are online? What is the first global live e-commerce channel of YouTube launched in Korea in June 2023?

　　The following is part of the text:

　　According to public information, in 2014, when the e-commerce of live games was booming, Google was originally ambitious to acquire Twitch, a well-known vertical platform for live games at that time, through YouTube, but unexpectedly, the unsuccessful acquisition became Amazon's bag. To this end, in 2015, which is still in the global "live game era", YouTube Gaming, a vertical application for live video games on YouTube, competed with Amazon's Twitch.

　　However, if you want to trace back the live broadcast history of YouTube, it will be earlier, and the live broadcast audience of YouTube is not limited to the game field. According to Wikipedia, citing foreign media and official information, a concert of U2 was broadcast live on YouTube in 2009. In February 2010, the first State of the Union address speech of then US President Barack Obama was broadcast live. In September 2010, we planned to test our live broadcast infrastructure with our partners Howcast, Rocketboom, Next New Networks and Young Hollywood (broadcast an hour-long variety show); Announced the launch of YouTube Live in April 2011, providing a wide range of live broadcast channels for creators with a certain number of fans in their communities; Live broadcast of London Olympic Games in 2012; In 2017, the mobile live broadcast function was launched.

　　Around the e-commerce business, in 2020, YouTube launched a shopping advertising format, which enabled consumers to jump to the merchant's shop page through the browsable product pictures below the advertising video, and this mode of jumping to the third-party platform (such as Shopify store, etc.) continues to this day. Whether it is the cooperation between YouTube and Shopify's live e-commerce selling goods, the holiday live selling activities from November 15 to 22, 2021, YouTube Live, which was expanded from entertainment to brand marketing and selling goods, YouTube Shop, the creator's new live selling channel launched in April 2023, and even the short video Shorts shopping against Tik Tok launched last year, They all use the method of live/playing short videos on YouTube, and if consumers are interested, they click on the product carousel and jump to the merchant stores on other platforms to buy. However, these channels are also pan-type channels, not only for live e-commerce shopping.

　　Until June 30th this year, YouTube officially launched its world's first dedicated live e-commerce shopping channel in Korea. According to the data, YouTube, the live channel, runs in Korean, and plans to sell about 30 brands, aiming to create a rich and interesting live shopping experience for users in Korea. It is worth noting that some data predict that the size of South Korea's live e-commerce market in 2023 is expected to reach 10 trillion won (about 59.17 billion yuan). This is also one of the concrete measures announced by the main person in charge of YouTube at the beginning of this year to take e-commerce shopping as the key business development of YouTube, aiming to enter the Asian live e-commerce market through the Korean market and further expand YouTube's global live e-commerce market share. It is rumored that the purpose of YouTube's increasing investment in live e-commerce business is to cope with the shrinking advertising revenue in 2022, thus expanding the source of income growth.

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