China Live Industry Ecological Research Report 2020
【Posted on: 2020 August】
The live streaming industry has once again become the focus of attention due to the rapid rise of e-commerce live streaming. Various platforms and companies have increased their investment in live streaming. At the same time, the scale of anchors and users are also growing rapidly.
According to “2020 Live Industry Ecological Research Report” released by the Research, by March 2020, the number of live streaming users had reached 560 million, accounting for 40% of China’s total population. 62% of netizens are live streaming users, with 265 million of them using e-commerce
Key Insights from the report:
Education Sector
Due to the impact of the epidemic in 2020, the attention of education live streaming content has increased. Taking the WeChat platform as an example, in March 2020, the number of articles mentioned in education live-streaming content reached 2,134, and the number of readers exceeded 12.49 million, an increase of 56 times over the same period.
Pan-Entertainment Sector
With the rise of live streaming, the production method of pan-entertainment content is also changing, with “cloud tourism”, “cloud travel museum”, “cloud concert”, etc. Besides, due to restrictions on offline activities, “slow live streaming” has also attracted users’ attention with typical content includes “live stream of construction”, “live stream of sleeping”, and “live stream of pets”.
The educational service platform includes Kuaishou, Huya, XDF, Xueersi, Nail, DIngtalk, WeChat work, Xiaoe-tech, etc.
E-commerce Sector
The report shows that from January 2019 to April 2020, the peak of the number of articles and readings number mentioned in the WeChat official account of “e-commerce live streaming” appeared in April 2020, with nearly 25,000 articles and total reading number nearly 60 million.
The industry chain of e-commerce live streaming is also improving. Various industries are trying live streaming, such as automobiles and real estate, etc. Meanwhile, Kuaishou, Douyin, Bilibili and other video platforms also provide traffic and operation support for e-commerce businesses.
Corporate live streaming has also become a new trend. The Boss speaks for his own brand, and actively links the platform and KOL to expand influence, increase conversion rate, and bring more traffic and exposure to the brand.
With the development of the live streaming industry, diversified content types, vertical content fields and refined content operations will be the future development trend of the live streaming industry.
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