{"id":4474,"date":"2017-11-04T17:54:53","date_gmt":"2017-11-04T17:54:53","guid":{"rendered":"http:\/\/focus.cbbc.org\/?p=4474"},"modified":"2025-04-23T10:23:10","modified_gmt":"2025-04-23T10:23:10","slug":"chinas-livestreaming-stars-are-earning-millions-in-a-new-social-media-revolution","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/chinas-livestreaming-stars-are-earning-millions-in-a-new-social-media-revolution\/","title":{"rendered":"China\u2019s livestreaming stars are earning millions in a new social media revolution"},"content":{"rendered":"

China\u2019s livestreaming stars are earning millions in a new social media revolution, writes Tom Pattinson<\/strong><\/h1>\n

\u2018Influencers\u2019 are people who have wide followings on social media platforms like Instagram or YouTube. They are people who can make serious money from posting branded content to their legions of followers. The majority are pop stars, reality TV personalities or supermodels, and brands pay thousands of dollars for them to showcase their products. The more followers they have, the more they can charge the brand.<\/p>\n

Taylor Swift, Kim Kardashian or Beyonc\u00e9 are household names who have dominated screens on and off social media for many years now. But how many people have heard of Li Tianyou? What about Yu Li or Wei Liuyuan? These are China\u2019s wanghong<\/em>, the country\u2019s own internet celebrities.<\/p>\n

China\u2019s wanghong<\/em> don\u2019t have armies of stylists, personal assistants and photographers who ensure their images are carefully curated; these internet personalities livestream from their own bedrooms.<\/p>\n

Wei Liuyuan, who goes by the name Qing Wu on social app Momo, has managed to attract over a million followers by performing exotic pole dancing. However, the rising stars today are young men from China\u2019s rural north east whose social commentary attracts audiences of tens of millions.<\/p>\n

China\u2019s live-stream market was worth\u00a0at least<\/a>\u00a0$3 billion\u00a0in 2016, up 180 percent on the previous year<\/p><\/blockquote>\n

Li Tianyou has more than 22 million fans that tune into his live streaming platform, on app YY. Described by the New York Times as \u201ca hero to a generation of disaffected young people in China\u2019s smaller cities and rural areas. Many of them are spiteful toward elites, sceptical of authority and eager for an escape from menial work,\u201d they attribute his success to \u201chis crude jokes and rat-a-tat riffs on modern life\u201d.<\/p>\n

Li, who is the son of a cattle farmer uses a style known as hanmai<\/em>, or \u201cmicrophone shouting.\u201d\u00a0It\u2019s a rap-like performance that is popular amongst more rural communities, and is a modern take on the traditional Chinese performance of crosstalk. His work, he told the Times, \u201cspeaks to Chinese people who come from common families, or even from poor families.\u201d<\/p>\n

Yu Li, who goes by the name Brother Li, also spends hours a day broadcasting hanmai<\/em> on a social network YY. He earns more than $100,000 a month.<\/p>\n

Whilst brands pay western celebrities to endorse their products \u2013 be that staying at their hotels, driving their cars or wearing their clothes, in China it is the individual fans rather than brands who are paying to watch their idols.<\/p>\n

Fans offer virtual gifts \u2013 for example teddy bears or perfume \u2013 that represent real money but often cost less than a dollar. Think of it as a virtual tip. Or perhaps slipping a note into the thong of a stripper.\u00a0 Those wanting to show off their wealthy status might offer more money to ensure their name flashes on to the screen. Pay enough and the star might give you a \u201cshout out\u201d mentioning your name to all his fans. You can pay to be a VIP in his chat room.\u00a0 Whilst dancer Wei made 2.5 million yuan from these online gifts, Li Tianyou earns more than $2m a year.<\/p>\n

China\u2019s live-stream market was worth\u00a0at least<\/a>\u00a0$3 billion\u00a0in 2016, up 180 percent on the previous year,\u00a0according<\/a>\u00a0to iResearch. The sector will soon generate more money than the Chinese movie box office, analysts predict.<\/p>\n

This has not gone unnoticed by authorities. According to official data, over 344 million people use one of China\u2019s 150 live-streaming apps. In late 2016 a formal set of regulations were implemented, imposing stricter controls on these apps, forbidding sexual content and news reporting during live-streams.<\/p>\n

Three live streaming sites were forced to shut earlier this year because they didn\u2019t have the correct licenses and the government how has the ability to reprimand streamers who would\u00a0\u201charm national security, damage social stability, disturb societal order, violate the rights of others or broadcast obscene or erotic activities.\u201d<\/p>\n

China has been leading the way in micro-payments for some time and as people continue to look for more authentic content rather than bland, corporate branded messages, western social media stars may also start to look to this as a means of income.<\/p>\n","protected":false},"excerpt":{"rendered":"

China\u2019s livestreaming stars are earning millions in a new social media revolution, writes Tom Pattinson \u2018Influencers\u2019 are people who have wide followings on social media platforms like Instagram or YouTube. They are people who can make serious money from posting branded content to their legions of followers. The majority are pop stars, reality TV personalities or supermodels, and brands pay thousands of dollars for them to showcase their products. The…<\/p>\n","protected":false},"author":4,"featured_media":4654,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[204,124],"tags":[2427,188,734],"class_list":["post-4474","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culture","category-technology","tag-paywall","tag-social-media","tag-streaming"],"yoast_head":"\nChina\u2019s livestreaming stars are earning millions in a new social media revolution - Focus - China Britain Business Council<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/focus.cbbc.org\/chinas-livestreaming-stars-are-earning-millions-in-a-new-social-media-revolution\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"China\u2019s livestreaming stars are earning millions in a new social media revolution - Focus - China Britain Business Council\" \/>\n<meta property=\"og:description\" content=\"China\u2019s livestreaming stars are earning millions in a new social media revolution, writes Tom Pattinson \u2018Influencers\u2019 are people who have wide followings on social media platforms like Instagram or YouTube. 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