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Live streaming has taken China by storm, changing the online entertainment and shopping scene. With a user base of *** million in China, the sector has become a lucrative business for many. Popular live streamers can earn a decent amount of money from advertising, virtual gifts, and tips, as well as product endorsements. 

A convenient way to relax

In China, live streaming has become the go-to platform for mobile entertainment. Two-thirds of internet users reported watching live streams on smartphones. The targeted audience was usually between ** and ** years old. E-commerce, food shows, and news were the most streamed content types.

Fusing with social events and e-commerce

But live streaming is more than just a way to pass time in China; it is also a social experience. From online shopping, gaming, to watching sports and concerts, viewers can connect with other internet users in real-time. Among all market segments, livestreaming e-commerce registered the highest penetration rate, raking in over **** trillion yuan of gross merchandise value in 2024.