Momo Live Video Service (Web version)
Live streaming is experiencing rapid growth in China, fueled in part by a limited selection of entertainment media and a shortage of other "reality" programming; live streams have achieved popularity by showcasing everything from everyday life to cooking, even including one in which the creator streams herself eating meals each day.
The industry is dominated by a handful of major apps including Yizhibo (32.7% penetration) and YY Live (25.3% penetration). The five largest players have a commanding lead over any other actor in the market.
While nowhere near the size of traditional video streaming industry, live streaming has accumulated a sizeable user base; as of June 2017, there was an average of 13.66 million daily users and 81.58 million monthly users.
That said, live streaming as an industry still looks towards more affluent consumers for its audience;...
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