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China Live Streaming Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Live Streaming market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this Report

Livestreaming shows refer to the live video and audio coverage of events transmitted or received via websites or mobile apps. During live-streamed shows, the audience is able to post live comments, interact with the hosts or make a purchase. Livestreaming services are either offered by the specialised websites/apps such as YY Live, Inke or Douyu, or embedded in other websites/apps such as Momo or Taobao.

What you need to know

Enjoying the bloom in 2016 and 2017, the livestreaming market is estimated to continue its fast growth in 2018. However, it may face a challenge from short videos.

Penetration of livestreaming among tier one, two and three city residents has reached 89%, enjoying a year-on-year growth of 53%. Consumers would like to learn something new from livestreaming shows. The variety and quality of content matter the most to livestreaming audiences, while the hosts or celebrities come later. Variety shows/talent shows are the most popular types, while gaming and travelling saw the fastest growth from last year. The audience hold positive attitudes, agreeing that livestreaming shows allow more people to show talent and also let them learn more about brands.

Expert analysis from a specialist in the field

Written by Alina Ma, a leading analyst in the Leisure sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Consumers are eager to learn about new things via livestreaming shows. The content is the key. Livestreaming shows should be a way for brands to be real to consumers, and also to impress by offering something new. Alina Ma
Senior Research Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • A steady yet fast growth estimated in 2018
              • Figure 1: Livestreaming audiences among Chinese internet users, 2016-18
            • Key Players
              • The popularity of livestreaming quizzes and the challenge from short videos
                • Innovation highlights
                  • The consumer
                    • Livestreaming audiences among respondents grew by 53% in 2018
                      • Figure 2: Livestreaming penetration in the last six months, February 2017 and March 2018
                    • Attractiveness of content and time limitation are key barriers
                      • Figure 3: Reasons for not watching livestreaming shows in the last six months, March 2018
                    • Variety shows/live shows/talent shows are most popular
                      • Figure 4: Types of livestreaming watched in the last six months, March 2018
                    • Consumers prioritise content over the hosts/celebrities
                      • The hosts/celebrities matter more to the Post-90s generation
                        • Figure 5: Reasons for watching livestreaming shows, March 2018
                      • A marketing channel rather than a purchase channel
                        • Men and Mintropolitans are more likely to gift the hosts
                          • Figure 6: Activities while watching livestreaming shows, March 2018
                        • Showing usage experience is more important than the celebrities
                          • Figure 7: Reasons for purchasing products or services featured in livestreaming, March 2018
                        • High-quality content catered to consumers’ interest can appeal
                          • Figure 8: Attitudes towards livestreaming, March 2018
                        • What we think
                        • Issues and Insights

                          • In search of high-quality content
                            • The facts
                              • The implications
                                • Learning something new from livestreaming
                                  • The facts
                                    • The implications
                                      • Potential in gaming and travelling livestreaming shows
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Livestreaming market grew fast in 2017
                                              • Convenient access to the internet and clear regulations on livestreaming services drive market to grow
                                                • Potential risk lying in virtual gifts
                                                • Market Size

                                                  • A blooming market in 2016-17
                                                    • Steady growth in 2018
                                                      • Figure 9: Livestreaming audiences among Chinese internet users, 2016-18
                                                  • Market Factors

                                                    • More convenient access to the internet
                                                      • Regulations on livestreaming content for healthy development
                                                        • Potential risk lies in virtual incentive-based monetisation method
                                                        • Key Players – What You Need to Know

                                                          • The popularity of livestreaming quizzes
                                                            • The challenge from short videos
                                                              • Using livestreaming to present the products, to help people experience more or bring the services to consumers
                                                              • Competitive Strategies

                                                                • Diversified focus
                                                                  • The popularity of livestreaming quizzes
                                                                    • Facing the challenge from short videos
                                                                    • Who’s Innovating?

                                                                      • Livestreaming, a way to prove it
                                                                        • Livestreaming to help people experience more
                                                                          • Livestreaming brings the services to you
                                                                          • The Consumer – What You Need to Know

                                                                            • 89% of respondents have watched livestreaming in the last six months
                                                                              • Unappealing content and lack of time are major barriers
                                                                                • Variety shows continue to top, while gaming and travelling shows enjoy highest growth
                                                                                  • Content is essential
                                                                                    • Posting comments and gifting the hosts while watching livestreaming shows
                                                                                      • Audiences make purchases as they can see the whole usage experience
                                                                                        • Mintropolitans are more likely to spend money while watching livestreaming
                                                                                        • Livestreaming Audiences

                                                                                          • 89% of respondents have watched livestreaming shows
                                                                                            • Figure 10: Livestreaming penetration in the last six months, February 2017 and March 2018
                                                                                          • Who are the audiences?
                                                                                            • Figure 11: Livestreaming penetration in the last six months, by demographics, March 2018
                                                                                          • Attractiveness of content and time limitation are key barriers
                                                                                            • Figure 12: Reasons for not watching livestreaming shows in the last six months, March 2018
                                                                                        • Types of Livestreaming Shows Watched

                                                                                          • Variety shows/live shows/talent shows are most popular
                                                                                            • Figure 13: Types of livestreaming watched in the last six months, March 2018
                                                                                          • Faster growth in livestreaming shows about gaming and travelling
                                                                                            • Figure 14: Types of livestreaming watched in the last six months, February 2017 and March 2018
                                                                                          • Both genders are interested in variety shows, quizzes, news and talk shows
                                                                                            • Figure 15: Types of livestreaming watched in the last six months, by gender, March 2018
                                                                                          • Sponsoring livestreaming shows rather than producing ones
                                                                                            • Figure 16: Repertoire analysis on types of livestreaming watched in the last six months, March 2018
                                                                                        • What’s Attractive about It?

                                                                                          • More likely to watch livestreaming shows with a purpose of learning
                                                                                            • Desire higher for quality content compared to interaction
                                                                                              • Figure 17: Reasons for watching livestreaming shows, March 2018
                                                                                            • Women watch livestreaming to keep up with trends, while men want to fill up the inner emptiness
                                                                                              • Figure 18: Reasons for watching livestreaming shows, by gender, March 2018
                                                                                            • Young consumers care more about the hosts
                                                                                              • Figure 19: Reasons for watching livestreaming shows, by generation, March 2018
                                                                                          • Activities while Watching Livestreaming

                                                                                            • Enjoying making a star
                                                                                              • A marketing channel rather than a purchase channel
                                                                                                • Figure 20: Activities while watching livestreaming shows, March 2018
                                                                                              • The post-80s, married consumers and tier one city residents are more open to commercials in livestreaming shows
                                                                                                • Figure 21: Activities while watching livestreaming shows, by gender, March 2018
                                                                                                • Figure 22: Activities while watching livestreaming shows, by generation, March 2018
                                                                                                • Figure 23: Activities while watching livestreaming shows, by city tier, March 2018
                                                                                              • Showcasing the usage experience is essential to motivate purchase…
                                                                                                • Figure 24: Reasons for purchasing products or services featured in livestreaming, March 2018
                                                                                              • …and it is especially true among those with a higher personal income
                                                                                                • Figure 25: Reasons for purchasing products or services featured in livestreaming, by monthly personal income, March 2018
                                                                                            • Attitudes towards Livestreaming

                                                                                              • Content matters a lot
                                                                                                • Figure 26: Attitudes towards livestreaming content, March 2018
                                                                                              • Have a positive attitude towards livestreaming shows
                                                                                                • Figure 27: Attitudes towards the impact of livestreaming, March 2018
                                                                                              • Young consumers and those with children in the household are more positive
                                                                                                • Figure 28: Attitudes towards the impact of livestreaming, by generation and monthly personal income, March 2018
                                                                                                • Figure 29: Attitudes towards the impact of livestreaming, by children in the household, March 2018
                                                                                            • Meet the Mintropolitans

                                                                                              • 99% of Mintropolitans have watched livestreaming shows
                                                                                                • Figure 30: Livestreaming penetration in the last six months, by consumer classification, March 2018
                                                                                              • Mintropolitans show higher interest in food/cooking shows and livestreaming marketing activities
                                                                                                • Figure 31: Types of livestreaming watched in the last six months, by consumer classification, March 2018
                                                                                              • Mintropolitans are keen to interact with others while watching livestreaming
                                                                                                • Figure 32: Reasons for watching livestreaming shows, by consumer classification, March 2018
                                                                                              • Mintropolitans are more likely to spend money
                                                                                                • Figure 33: Activities while watching livestreaming shows, by consumer classification, March 2018
                                                                                              • Becoming livestreaming hosts may appeal to Mintropolitans
                                                                                                • Figure 34: Attitudes towards the impact of livestreaming, by consumer classification, March 2018
                                                                                            • Appendix – Methodology and Abbreviations

                                                                                              • Methodology
                                                                                                • Abbreviations