Alt data for live streaming and short video platforms in China
Helena Yu, Head of Asia Research (Shanghai/Taipei)
Anyone interested in the global live streaming industry must study the China market, which is enormous in terms of both users and demographics. Chinese streaming companies occupy a leading position with regards to new streaming technology, gamification, monetization methods, and product design. In the following report, we provide an introduction to the market itself, as well as how investors can leverage alternative data to analyse the revenue and performance of different categories of live streaming and short video platforms.
Although live streamers/anchors seem to be the main focus, various professions and industries related to ‘a small live room’ have been derived to complete the ecosystem: assistant broadcasts, fan operators, supply chain management, live studio setting, and live broadcast equipment production, to name a few. There are at least 5,000 MCNs (multi-channel networks) – talent agencies connecting KOLs with brands and sometimes assisting with content production as of March 2019, according to a TopKlout report.
SARS in 2003 contributed to the birth of China ecommerce, and today, the outbreak of coronavirus gives unprecedented opportunities to live streaming and short video industries.