You Watch, You Give, and You Engage: A Study of Live Streaming Practices in China
summary
Mixed-method study of Chinese live streaming reports an online survey of 527 survey respondents and 14 interviews, finding users watch 7.2 hours/week and about 62 minutes per session, use four platforms on average, and 93% watch on mobile. Monetization is widespread: 66% paid for virtual gifts (examples include a $300 “rocket”), and fan groups form on QQ and WeChat for ongoing interaction and e-commerce sales; results show personality, novelty and gifting drive engagement and platforms support professionalized streamers.
AI-written summary · about
chapters (8)
- 0:00Introduction to study
- 1:12Market and UI characteristics
- 2:44Methodology and research goal
- 3:38User practices and motivations
- 5:43Content and interactions
- 12:04Rewards and social dynamics
- 14:13Design and social impact
- 16:48Q&A session
related talks
20mGames industry influencer campaigns: Facts and figures from the trenches
36mThe Holy Grail: How to get the best out of influencers
20mBuild a Chinese Blockchain Community From Scratch
15mQ&A session for Ljubica Lazarevic and Austin Parker's talks
53mWhat does the Ideal Virtual Event look like
21mChanging face of Developer Communities in the time of Covid-19
27mThe Go Community
39mThe Bitcoin Audience