China's live streaming industry has achieved leapfrog development from its embryonic stage to leading the world in more than a decade. Today, it has become one of the core pillars of the digital economy. From early show-based interaction to the current full-scenario penetration of "live streaming +", its rise and prosperity have not only reshaped consumption patterns but also spawned diverse values, while facing growing pains amid rapid development.

The Rise Driven by Technology and Demand

The rise of the live streaming industry is inseparable from the dual driving forces of technological innovation and market demand. Game voice live streaming emerged in 2004, the outbreak of mobile live streaming in 2016 gave birth to the "era of thousands of live streaming platforms", and live streaming e-commerce officially set sail in 2018, marking the industry's key leap from entertainment to commercial attributes. By 2025, the market size of China's live streaming industry has exceeded 1.85 trillion yuan, with a user base of 820 million and a penetration rate of over 58.7%, making it the world's largest live streaming market. Douyin, Taobao, and Kuaishou have formed a pattern of "three superpowers and multiple strong players". The maturity of technologies such as algorithm recommendation and mobile payment has transformed live streaming from entertainment for a few into a lifestyle for all, laying a solid foundation for its subsequent full-scale prosperity.

A Prosperous Picture with Blossoms in Multiple Fields

1. A Powerful Engine for Economic Empowerment

The explosive growth of live streaming e-commerce has restructured the industrial chain, realizing efficient matching between supply and demand. The Gross Merchandise Volume (GMV) of Douyin's live streaming e-commerce reached 2.8 trillion yuan, while both Taobao and Kuaishou exceeded the trillion-yuan mark. For every 100 million yuan increase in live streaming e-commerce GMV, about 1,200 jobs are driven. More importantly, live streaming has opened new channels for small and medium-sized merchants and rural economies. The "Let's Go Live" team from Yangzhou University achieved a maximum single-game turnover of over 8,000 yuan for agricultural products through scenario-based live streaming, and countless farmers have sold their specialties nationwide via cameras.

2. An Inclusive Platform for Employment and Entrepreneurship

Since "online host" was recognized as a national new occupation, the professionalization process of the industry has accelerated. By the end of 2024, the number of professional hosts had reached 38.8 million. Kuaishou alone drove 43.2 million employment opportunities and spawned 174 new occupations. From live streaming operations and atmosphere specialists to AI host application specialists, the segmented positions cover people with different skills. It not only provides flexible employment options for post-00s but also attracts high-educated talents. Some regions such as Hangzhou have piloted social security contributions for hosts, making flexible employment more secure.

3. Diversified Extension of Cultural and Social Values

Live streaming has become a new carrier for the dissemination of traditional culture. During the 2025 Spring Festival, the number of intangible cultural heritage (ICH)-related live streams averaged 173,000 per day, with total views exceeding 167.9 billion. 99% of national-level ICH projects have new media accounts. At the same time, "live streaming for job recruitment" serves over 250 million job seekers every month, building an efficient employment bridge for groups such as migrant workers and college graduates. Qianguo County in Jilin Province has helped 35,000 people find jobs cumulatively by training job-recruitment hosts, demonstrating the industry's social value.

Minor Chaotic Phenomena Amid Rapid Development

Behind the high-speed growth, the industry still has some issues that urgently need to be regulated. Complaints about false advertising and substandard product quality in live streaming e-commerce account for 53.6%. Some live streaming rooms have difficulties in after-sales service and no way to return or exchange goods. A few hosts even involve illegal acts such as tax evasion and selling prohibited items. These chaotic phenomena not only harm consumers' rights and interests but also affect industry credibility. However, with the tightening of regulatory policies and the improvement of platform compliance systems, "professionalization of content, professionalism of hosts, and standardization of the industry" have become the mainstream trend.

The prosperity of China's live streaming industry is essentially the in-depth integration of technological innovation and the real economy. Its created economic value, employment opportunities, and cultural communication efficiency are irreplaceable. In the future, with the popularization of AI virtual human live streaming and the advancement of global layout, the industry will develop in a more efficient and standardized direction.