Lai Lin Thomala
Research expert covering Greater China
Live streaming in China - statistics & facts
The pressing need for meaningful connections and authentic content in our fast-paced digital world is fueling the growth of live videos. With its real-time interactions and social engagement, live streaming is revolutionizing the way people consume media. In China, this video format is taking the center stage: in 2024, seven out of ten Chinese internet users had watched livestreams; and four out of ten users streamed live on a weekly basis. For many Chinese viewers, live streaming is not just a platform for entertainment, but also a means to shop, stay informed, and socialize.
In 2022, short video apps Douyin and Kuaishou overtook the long-time champion in transaction value. The large young and urban userbase of Douyin has given it an upper hand to secure its market dominance, whereas Kuaishou’s loyal lower-tier users and community culture have been the foundation for its robust growth.
From fun to commercial
First appearing in China’s online scene in 2003, live streaming has seen several industry shifts, with new players and disruptors reshaping the landscape. Live entertainment shows were the early winners until 2014, when the popularity of game streaming and eSports took over. In 2016, the Chinese tech major Alibaba introducedlive streaming e-commerce which soon became the sector’s powerhouse. Currently, the live streaming industry constitutes of four main segments — e-commerce, sports, gaming, and entertainment.A power shuffle in live commerce
Live commerce is a lucrative market with an estimated market size at seven trillion yuan and about 833 million audience. Half the mobile shoppers in China tuned in live selling videos for shopping advice and deals. For many years, the country’s largest e-commerce site Taobao was the frontrunner in the arena but its reliance on several scandalized A-list live streamers took its toll.In 2022, short video apps Douyin and Kuaishou overtook the long-time champion in transaction value. The large young and urban userbase of Douyin has given it an upper hand to secure its market dominance, whereas Kuaishou’s loyal lower-tier users and community culture have been the foundation for its robust growth.
