Although Live Streaming services in China have been available for some time, 2016 by far has been its biggest year. The huge jump is due to the increase of available platforms and growing number of users. Credit Suisse estimates China’s live streaming total market size in 2016 is over RMB 25 billion.

 
Live Streaming Shifts from PC to Mobile
 
In 2012, YY and 9158‘s video streaming platform were now available on the open market improving the status of these companies. The after effects had them porting their live stream services onto mobile. Thus, starting livestream on mobile. And according to CNNIC, improvement in cellular data services like 3G and more locations with WIFI availability may have had an impact for livestream on mobile use in 2012.
 
When taking a deeper look at the activity prior this year, we see a shift from PC to Mobile. One of the key reasons to its rise in 2016.
 
People Can Access All Kinds of Live Streaming Platform on Mobile Easily
 
100+ Single APPS exist on iOS and Android App stores covering different subjects and interests
Super APPS, like e-commerce giant Taobao, are adapting live streaming feature onto their platform
 
Why People Choose to Watch Live Streaming?

An Attention for Unpredictable and Exciting Content

Livestreaming is a new form of entertainment that draws together audiences of different backgrounds connecting with an individual broadcaster. For people of significant characteristics, it is an outlet for self- expression.

Audiences enjoy watching unique and unpredictable content because it sparks emotion(Social eating to live streaming outdoor travel experiences).

High Engagement, Extreme Interactions

One of the primary functions of livestreaming is the ability to interact between the audience and the live streamer. Enthusiastic audiences can ask questions and receive instant response while having virtual face-to-face time creating an intimacy like never before.

Emotional Connection

The livestreaming community is massive with over hundreds of livestreams being broadcasted simultaneously over hundreds of available platforms.
For the audience, emotional connection is the one component that keeps them threaded to the live streamer. Audience members gifting, commenting, and following the live streamer are sure signs that they’re engaged and connect with the live streamer.
 
Live Streaming Audience Profile

 
Variances Between Mobile Fanatics and Live streaming Audience
Mobile Fanatics Audience: 6M+
Spends long periods throughout the day on their mobile phone
Live streaming core audience: 5M+
Heavy mobile users with defining characteristics
Demographics of Live Streaming Audience
 
The Internet Is Their Tool Box, Allows Them to Navigate For Multiple Purposes

For our TA, the internet is used as a multi functional tool that allows for easier communication, entertainment, and research, thus explaining why their usage is very fragmented They rely on internet. Without it the internet, means they lose access to what is really meaningful to them.

For Online Videos, They Are Watching Entertainment Programs, But Have Vast Interest in Other Types as Well
They watch entertainment programs, but they have a vast interest in different online videos. They are looking for content that produce real stories and involve real people e.g. TV Shows, Interviews, Talk shows, and Documentaries. As well as excitement driven content like sports and gaming.
 
Opportunities

1. A tactical media touchpoint: Considering its recent popularity and total number of users, live streaming can be a great opportunity for running different creative campaigns. A live streamer essentially is your pitchman/woman to push sales, spread brand awareness, drive O2O, etc.

2. Reach young adults, or specialized audience: With many different platforms covering different subjects, livestreaming is great for brands targeting key-specific groups (gamers, travelers, creatives, etc.), but an overall of young adults make up the live streaming community.

3. Discover new audience insights: It’s typical for the viewers to ask questions and express what they are thinking and feeling throughout a livestream. This is a great opportunity to get close and truly understand who your audience is.
 
Implications

1. Selecting the ideal platform: With a wide range of platforms covering different verticals, the live streaming landscape is very fragmented. The content, live streamer, and platform should be planned accordingly to your campaign and audience.

2. Making sure your content resonates with the audience: Many of the platforms have poor taste of content (many platforms have users dressing in scandalous manner), by providing solid content you will gain the trust and attention of the audience.

3. Finding the right live streamer: The live streamer should be the right fit to represent and deliver the brand message. Most importantly, they should be able to develop an emotional connection with the audience