团播玩出新花样！500万元造行业首个XR直播间

In Malanshan, a key hub for MCN agencies in China, group live streaming has become a core business development focus for many institutions. This trend has not only fostered a number of leading enterprises but also spurred technology-driven innovations. Among them, a company named Second Grade Media invested over RMB 5 million to build an XR live studio, introducing XR (Extended Reality) technology—previously used in the Spring Festival Gala and film/TV production—to the group live streaming sector, making it the industry’s first XR group live studio.

在国内MCN机构的重要聚集地马栏山，团播已成为众多机构的核心业务扩展方向，不仅涌现一批头部企业，更催生出技术驱动的创新实践。其中，一家名为二年级传媒的公司斥资500余万元搭建XR直播间，将曾应用于春晚和影视制作的XR（扩展现实）技术引入团播领域，成为业内首个XR团播直播间。

Over time, group live streaming content has transcended the limitations of single dance performances, developing into diverse models such as narrative performances and idol development programs. The "technological solution" developed by Second Grade Media based on XR technology undoubtedly provides the industry with another possibility: leveraging technology as a backbone and content as the core, it propels the group live streaming industry toward a more promising future within the compact setting of live studios. According to public statistics, as of mid-July 2025, the number of existing live streaming-related enterprises in China has reached 2.5696 million. Among these, Hunan Province has recorded the addition of over 24,400 new enterprises in the past three years.

经过发展，团播内容早已跳出单一舞蹈表演，衍生出故事演绎、偶像养成等多元模式。而二年级传媒依托XR技术打造的“技术方案”，无疑为行业提供了另外一种可能——以技术为支撑，以内容为核心，在直播间这方小天地里，推动团播行业走向更广阔的未来。公开数据显示，截至2025年7月中旬，国内现存直播相关企业达256.96万家，其中，湖南省近三年新增超2.44万家。