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How live-streaming craze has gripped China

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Ananth Krishnan
Ananth KrishnanFeb 14, 2018 | 10:21

How live-streaming craze has gripped China

The offices of Inke, in a modern northeast Beijing complex, are like those of any Chinese start-up: the upper age-limit is probably 40, and no suits in sight. Every morning, millions of mostly young Chinese log on to Inke’s app, which is part of the newest craze sweeping China’s 700 million Internet users.

Inke’s live-streaming app gives viewers an inside look into the lives of celebrity broadcasters, who can spend up to 12 hours a day showcasing their daily lives. All you need is a smartphone and a story to tell, and you’re now a celebrity.

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The live-streaming craze in China is also big business. Broadcasters make money off virtual gifts, which users purchase for them if they want a direct interaction. There are also advertising opportunities. The platforms take a neat share. Broadcasters can rake in lakhs of rupees a month.

In a country where media is tightly controlled, live-streaming gives you a raw look into ordinary lives. It’s the unadulterated quality that sells, not to mention the voyeurism, and it also capitalises on the rapidly growing celebrity worship culture in China. The live-streaming rage took off in South Korea, but in China, the scale has become massive.

Inke’s stars range from attractive young women who’ve amassed millions of fans — and make up to Rs 10 lakh a month by just showcasing their morning routines, from their make-up to getting dressed and driving to work — to enterprising young English teachers. A farmer in rural China was an unlikely hit, showing the daily grind of village life.

Last year, total revenues of the entire industry reached $4.76 billion (Rs 30,575 crore), according to Chinese authorities, up 40 per cent from last year.

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This was despite a crackdown by authorities “to purify” online content, especially what was deemed pornographic, as broadcasters pushed the boundaries in the highly competitive race for eyeballs and monetary gifts. More than 70 live-streaming websites were closed and 1,879 received “lifetime bans” in the first half of last year alone.

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The live-streaming obsession has also had other unfortunate consequences as broadcasters sought weirder and weirder approaches in the race for popularity. Wu Yongning was one of them, whose claim to fame was dangerous climbing feats. He, however, fell to his death while climbing a 62-floor building in south China as he shot a video on his smartphone.

Yet making profits for most is still a struggle, even if the top broadcasters are able to rake in big money. As the South China Morning Post reported, a survey of 4,500 live-streamers by Tencent Research Institute found only 5 per cent made Rs 1 lakh a month, while 70 per cent earned less than Ra 1,000. That hasn’t, however, appeared to dampen the enthusiasm of tens of thousands who still log on every morning.

(Courtesy of Mail Today)

Last updated: February 14, 2018 | 10:21
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