Third of Chinese Livestream Viewers Born in '90s Goggle for Over Two Hours a Day
Dou Shicong
DATE:  Jan 09 2020
/ SOURCE:  yicai
Third of Chinese Livestream Viewers Born in '90s Goggle for Over Two Hours a Day Third of Chinese Livestream Viewers Born in '90s Goggle for Over Two Hours a Day

(Yicai Global) Jan. 8 -- Nearly a third of China's livestream viewers born in the 1990s tune in to more than two hours worth of broadcasts each day, according to new research findings.

That 32.7 percent figure rises to 33.6 percent for those born in or after 1995, showed a report published today by Momo, a free social search and instant messaging app. Almost two-thirds of the 10,000 livestream watchers of all ages who Momo surveyed said they do so for over 30 minutes a day. Thirty-two percent said they spend more than two hours watching live shows online and through mobile devices.

Apart from youth, loyalty and a mature fee paying habit are the other main characteristics of the country's livestream aficionados, according to the report.

Some 79.4 percent said they pay a premium for services each month, with 28.4 percent forking out more than CNY500 (USD72) and 19.8 percent more than CNY1,000. The findings also showed that men are likely to spend more than women. The number of male users paying more than CNY1,000 per month was 22.8 percent, compared with 7.6 percent for women.

The income of professional live-streaming anchors has been rising steadily thanks to regular user fees and gifts, the report said. Some 24.1 percent of anchors surveyed earned an average of more than CNY10,000 (USD1,430) a month, up from 21 percent in 2018. Among young anchors, 12.6 percent made over CNY10,000, compared with 15.5 percent for webcasters born after 1995.

The number of professional anchors also has obvious regional characteristics, with full-timers in north China far outnumbering those in the south. The three northeastern provinces of Heilongjiang, Jilin and Liaoning, however, boast the highest proportion.

According to the China Internet Network Information Center, the number of live webcast users in the country reached 433 million last June, surging by 36.5 percent from the end of 2018 and accounting for almost 51 percent of the total number of internet users.

Editor: Peter Thomas

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Keywords:   Momo,livestream