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China’s short video and live streaming sector still growing, with more than 15 million hosts, as online shopping fuels demand
- The number of professional short video hosts and live streamers in the world’s largest internet market totalled 15.08 million by December last year
- That expansion shows how short video and live-streaming campaigns have boosted online retail sales on the mainland
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China’s massive short video and live streaming sector has continued to expand, with the number of professional hosts surpassing 15 million, even though viewer numbers nationwide have reached a plateau, according to a report.
The number of professional short video hosts and live streamers in the world’s largest internet market totalled 15.08 million at the end of December last year, the state-run China Netcasting Services Association (CNSA) said in a report published on Wednesday.
That expansion shows how short video and live-streaming campaigns have boosted online retail sales, as popular influencers and small merchants peddle everything from lipsticks, food and beverages to smartphones and cars.
The CNSA estimated this e-commerce segment was already worth hundreds of billions of dollars on the mainland. The state-run body reports to the National Radio and Television Administration (NRTA), China’s broadcasting regulator.
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China’s live-streaming industry heats up as millions of would-be hosts vie to break into the field
China’s live-streaming industry heats up as millions of would-be hosts vie to break into the field
Last year, 71.2 per cent of users surveyed by the CNSA said that they made online purchases based on viewing short videos and live streams, compared to only 42.7 per cent in 2022, the report said.
The CNSA said the same 2023 survey also found that more than 40 per cent of internet users considered short videos and live streams as their “primary consumption channel”.
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