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<script>/*jQuery('#hh').width(jQuery('#a').width());*/</script> <div id="i2i2jyu4k" class="Remark"> <span>2016年08月23日 11:13 | 来源：<a target="_blank">中国新闻网</a></span> <span id="i2i2jyu4k" class="fr"> <div id="i2i2jyu4k" class="jiathis_style_24x24"> <a class="jiathis_button_qzone"></a> <a class="jiathis_button_tsina"></a> <a class="jiathis_button_tqq"></a> <a class="jiathis_button_weixin"></a> <a class="jiathis_button_renren"></a> <a class="jiathis jiathis_txt jtico jtico_jiathis" target="_blank"></a> </div> <script type="text/javascript" src="http://v3.jiathis.com/code_mini/jia.js?uid=1399539302485450" charset="utf-8"></script> </span><span id="i2i2jyu4k" class="fr">分享到：<img src="http://www.rmzxb.com.cn/images/fx.jpg" /> </span> </div> <div id="i2i2jyu4k" class="text_box"> <p align="center"> <p style="text-indent: 2em; text-align: left;">中新网<span style="text-indent: 2em; font-family: inherit; line-height: 1.6;">8月23日电虽然里约奥运已经结束，赛事及运动员热点频出的里约奥运会，毫无疑问造就了规?？涨暗拿教迳啤６辈?、VR、智能推荐等移动互联网创新技术的应用，使得移动资讯类产品呈现出更加多元的奥运阅读和互动体验，成为奥运资讯用户市场爆发的关键。</span></p><div style="text-indent: 2em; text-align: left;"><p style="text-indent: 2em; text-align: left;">凭借内容层面的热点多角度及时深入挖掘、以前后方直播为核心的奥运信息流式传播以及一系列颇受年轻用户喜爱的互动游戏策划，网易新闻奥运版上线(7月22日)至今DAU(日活用户量)对比6月增长20.4%。网易新闻与全球领先的市场调研及品牌咨询机构华通明略合作开展的《2016里约奥运主流新闻资讯App媒体价值研究》调查结果显示，在各主流新闻资讯App产品中，网易新闻人均单日使用时长最高。</p><div style="text-indent: 2em; text-align: left;"><p style="text-align:center"><img src="/upload/resources/image/2016/08/23/960191_600x600.jpg" style="border-width: 0px; max-width: 580px;"/></p></div><p style="text-indent: 2em; text-align: center;">人均每天观看奥运直播和视频达45分钟直播追奥运成潮流</p><p style="text-indent: 2em; text-align: left;">不同于往届，奥运会遇上“直播元年”，移动直播以全新的新闻载体身份成为了奥运媒体报道中最重要的一环。而作为网易新闻“天网计划”直播战略发布后的首个大事件直播考验，里约奥运期间，网易新闻奥运相关直播总时长达1143小时，用户人均每天观看奥运直播和视频时间高达45分钟，用户粘性行业占优。</p><p style="text-indent: 2em; text-align: left;">里约奥运会网易新闻分别布局了前方直播访谈节目《冠军之家》及“16×24直击里约”不间断直播间，除赛事直播外，娱乐、时尚、财经、旅游多个频道联合，邀请各领域名人坐镇从不同角度解读奥运，《奥运下午茶》等直播节目成为赛事间隙网友们不可或缺的内容大餐。此外，聊球吧等多个PGC直播节目也在奥运期间大放异彩，结合热点话题多次引爆聊天室。奥运期间，“女子排球半决赛：中国VS荷兰”、“乒乓球女子单打决赛”、宁泽涛独家做客网易《冠军之家》、“傅园慧回国首次直播秀”、”林丹李宗伟终极一战”等成为最受网友欢迎的直播节目。</p><p style="text-indent: 2em; text-align: left;">网易新闻前后方直播并进，在赛事直播之外引入更多不同视角的直播节目，生态化的内容布局成为更广泛、快速、精准吸引用户的关键。</p><p style="text-indent: 2em; text-align: left;">用户忠诚度最高 90后用户最“粉”网易新闻</p><p style="text-indent: 2em; text-align: left;">研究显示，在各主流新闻资讯App的活跃用户中，网易新闻用户首选率最高，75%用户将网易新闻作为获取奥运信息的首选。而90后用户对网易新闻的满意度为8.34，为行业最高，最多90后用户认为网易新闻是“有影响力”的新闻资讯App。</p><p style="text-indent: 2em; text-align: left;">年轻用户对网易新闻青睐有加，除了得益于打破传统奥运报道框架的创新阅读尝试，还与新生代网友的“玩家”文化挖掘密不可分。进入移动交互时代的奥运会，年轻用户赛事竞猜和竞技游戏需求大爆发。网易新闻奥运期间互动游戏总pv达2.83亿，动者为王养成游戏用户参与量达1217万。刷爆朋友圈的《画一个小人》H5小游戏短时间内便实现了1600万的pv量?；髀酝臣剖菹允?，网易用户对网易新闻客户端的互动游戏吸引力认可度最高。</p><div style="text-indent: 2em; text-align: left;"><p style="text-align:center"><img src="/upload/resources/image/2016/08/23/960192_600x600.jpg" style="border-width: 0px; max-width: 580px;"/></p></div><p style="text-indent: 2em; text-align: center;">5000个网易号加盟奥运报道个性化资讯受宠</p><p style="text-indent: 2em; text-align: left;">体育竞技的“亲民”、90后等年轻运动员的个性释放让本届奥运会呈现出体育竞技之外更多的人文魅力。对于网友来说，赛事和金牌不再是奥运会的核心关注点。网易新闻统计数据显示，本届奥运会“马龙×张继科”的CP新闻相关跟贴量高达14.8万，成为当之无愧的黑马“CP”。而在单个运动员关注度上奥运会开幕前后也出现了较大的反差。新闻热度最高的男运动员为孙杨、宁泽涛和张继科，开幕前最受网友期待的运动员除宁泽涛外，林丹和内马尔均未进入前三。而女运动员方面傅园慧、李晓霞、福原爱则完全“替换”掉了开幕前最受关注的刘湘、孙妍在及何姿，成为本届奥运会的“热度女王”。</p><p style="text-indent: 2em; text-align: left;">一方面赛事和运动员热点话题被用户追捧，引发大量UGC传播，而另一方面，自媒体大显身手，成为了本届奥运会移动资讯平台热点事件传播的重要一环。里约奥运期间，网易新闻吸引了100家核心自媒体、总计5000个网易号加入到奥运报道大军，个性化的视角为网友呈现出热点背后奥运百态。</p><p style="text-indent: 2em; text-align: left;">内容引爆之外，网易新闻坚持以产品技术创新引领报道，将VR、H5、个性化推荐技术创新应用于奥运整体内容策略中，以达到触达不同圈层用户的效果。如“一首歌一个奥运人”H5、“空降里约贫民窟”VR报道以及基于用户兴趣点的奥运新闻订阅，以轻松多元化的阅读体验获得用户认可。</p><p style="text-indent: 2em; text-align: left;">凭借前后方多角度实时直播、轻松多元的个性化阅读体验和互动游戏等一系列里约奥运布局，网易新闻品牌影响力得到极大提升，在商业化探索中亦迈出了重要一步。仅奥运会开幕前网易新闻携手可口可乐纯悦举行的“走向里约”一个线上互动活动，便吸引了200万用户参与。研究显示，94%网易用户表示至少对1个网易新闻的奥运营销活动印象深刻，91%网易用户表示参与过营销活动。</p></div><p><br style="text-indent: 2em; text-align: left;"/></p> </div> <p class="Editor">编辑：薛晓钰 </p> <div id="i2i2jyu4k" class="Paging"> </div> <p class="Keyword">关键词：网易新闻DAU 直播奥运</p> <h1 class="pv_title_2 mt_15"><a target="_blank" class="more mtb_14">更多</a><span id="i2i2jyu4k" class="t" id="a3"><a ><img src="http://www.rmzxb.com.cn/images/xg_t1.jpg" /></a></span></h1> <div id="i2i2jyu4k" class="pa_0_5_0_10"> <ul class="Related_ul bh_150"> <li><a target="_blank" href="/c/2016-08-22/991887.shtml">25省出台降成本专项方案千亿级规模降成本效果初显</a></li> <li><a target="_blank" href="/c/2016-08-22/991614.shtml">香港中宝搭建产业联盟助推园区科学发展</a></li> <li><a target="_blank" href="/c/2016-08-22/991458.shtml">央企交叉持股应定位深化国企改革诉求</a></li> <li><a target="_blank" href="/c/2016-08-22/991442.shtml">国产奶粉要靠品质赢回信心</a></li> <li><a target="_blank" 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