Era of viewer-cum-broadcaster dawns in China

People, who are called "hosts", speak to their audiences through live video streaming platforms. The year 2015 witnessed an explosion of online live show platforms with a market value of at least 12 billion yuan ($1.8 billion).ZHANG WEITAO/CHINA DAILY

But it's not all hunky-dory. Stricter regulations loom over the segment. On April 14, the Ministry of Culture announced a list of platforms it suspects had streamed obnoxious shows of violent, sexual or criminal nature.

Yet, Huachuang Securities estimated the market value of online live shows was as much as 12 billion yuan in 2015. The figure could balloon to 106 billion yuan in 2020, it projected.

The advent of 4G technology, which facilitates superfast online traffic in heavy digital data, and high-resolution front cameras in mobile phones, has helped popularize the use of such apps among a large and growing group of people.

Zhuang Minghao, vice-president of Panda TV, a live video streaming platform, said more consumers will use the services. And, going forward, content would grow beyond video.

"There will be more competition in specific sectors. For example, gaming platforms may try to expand into other sectors and become a pan-entertainment platform. The ultimate goal is to engage the audiences for long periods of time on a single app," Zhuang said.

Live video streaming is not only chic entertainment for ordinary consumers but a good way to make some extra money for performers like entertainers and self-run business owners who make niche products or provide various services.

Zhao Yue, 22, works part-time as a host with Longzhu. In her full-time day job, she works as an online services operations executive with a yacht company. At night, Zhao hosts live shows, which are basically casual chats with her viewers. Her post-dusk exertions generate a monthly income of around 4,000 yuan. She says the night shift does not entail intensive work, so she is not unhappy.

"With more viewers joining the sector, the manager of the platform has been stressing that hosts should improve the quality and content of their interactions with the audience, and pay attention to physical appearance as well. Most of my audience are middle and high school students. They have found in this medium a good after-school recreation," she said.

Like Zhao, Gu Yunyi, 25, holds two jobs. She works full time in a financial company in Shanghai. She started to host online video shows in March, mostly driven by curiosity. The content is quite simple: streaming of gatherings with friends.