China's Livestreaming Market: Depicting the New Normal

Consumer Staples Author: Mengyao Zhang May 17, 2020 03:14 PM (GMT+8)

Contributors-

EditorLuke Sheehan

Pages45

CopyrightEqualOcean Intelligence

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Introduction

Once a pure entertainment tool, livestreaming has grown into a business method enmeshing with e-commerce and other technology-powered models. In this report, EqualOcean investigates the world's biggest livestreaming market -- China, digging into the related strategies of the country's largest tech corporations.

Highlights

The livestreaming-derived market in China grew to CNY 61 billion in 2019, with a projection of a 12% CAGR till 2023
Multi-channel networks (MCNs) are the ‘pushing hand’ behind the rising market, with 6,500 active platforms in 2019
Livestreaming is a medium that can be blended into numerous kinds of businesses, which makes it hard to classify it as an independent industry

1 Introduction Highlights
2 What's behind China's livestreaming craze? An MCN case study
3 Is livestreaming a 'gold rush' for everyone? Live e-commerce, livestreaming on short-video platforms, livestreaming gaming
4 A flash in the pan or well-grounded trailblazers? Taobao vs. Pinduoduo, Douyin vs. Kuaishou, Douyu vs. Huya