Streamers are broadcasting a product promotion event in Hangzhou, Zhejiang Province.

---

 

The emerging medium of live streaming is popular among youth and young adults, but it also faces a series of problems.

Sensationalism curtails the healthy development of the live streaming industry. The domestic market was worth 5.4 billion yuan in 2014 and grew to nearly 21 billion yuan in 2016. The figure was estimated to exceed 40 billion yuan in 2017. In the surging market, some top streamers have become millionaires. For example, born in 1994, MC Tianyou is the biggest star of Kuaishou, a leading live streaming platform in China, commanding a fan base of 35 million and a yearly revenue of over 10 million yuan. Put simply, the sector wins fans through We-media platforms and remains attractive to viewers by supplying content. After that, the operating organizations turn data into cash. Streamers may adopt sensationalism to improve their fame and solicit more attention and resources. For example, some of them broadcast mass brawl, false donation to rural area as well as swollowing a bulb. Negative effects and fundamental problems produced by such acts undoubtedly sabotage the sector.

The governance of the live streaming industry is increasingly tough due to borderless internet and geographically constrained management. The usual practice is for platforms to take the main responsibilities while government agencies play a supportive role. Unlike online video and pictures, there is not enough time to check the content of live streaming. Also, a number of platforms that were authorized by overseas companies generate illegal profits by streaming content that are deemed unhealthy for young people.

It is difficult to guide streamers’ mindsets and values. Almost half of viewers are under 25 years old, according to the investigation statistics. Some fans even heavily rely on the streamers and would do everything to develop a closer relationship with their idols. Streamers are becoming increasingly divergent due to various perception of values shaped by income, knowledge domain, mindset and life experience. A consensus on values is more tough to achieve.

The following measures may help the sector deal with these problems.

Improvement of content is a necessity. Currently, most streamers broadcast their singing and dancing and the quality varies, which will finally exhaust the interest of viewers. The sector must develop with an effort to create original and quality content.

A collective governance pattern is needed. The mainstream of the emerging sector is promising but departments in charge fail to work together. In the interviews, streamers expressed hope that a comprehensive management system could monitor the whole streaming process with innovative inspection technology and tougher punishment.

Policies and regulations should be optimized. Personnel in the sector suggest that streamers now must register their real names and record streaming video for 60 days for future potential inspection.

Also, greater guidance and support should be lent to live streaming industry. The fundamental difference of streamers from traditional anchors lies in their craze for economic benefits while paying little attention to social values. However, only a select few people can impact social perception and awareness. Governments need to make full use of their influence  and help streamers guide values  of fans in the right direction.

 

The article was translated from Guangming Daily.