A few years ago, many people thought the party could soon be over for China’s livestreaming video industry, as the tens of millions of yuan a year paid out to top presenters becomes unsustainable amid a decline in online viewer numbers.
The industry, however, has continued its rapid growth because of the integration of livestreaming video features with various e-commerce and entertainment platforms, and more recently, strong household and corporate demand during China’s coronavirus lockdown.
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