The Rise of Online Livestreamers: A Mass Career with 15 Million Dream Chasers in Live Rooms

Tech 2024-11-11 15:27:33 Source: Network

The Rise of Online Livestreamers: A Mass Career with 15 Million Dream Chasers in Live RoomsOn November 7th, the Network Performance (Live Streaming) Branch of the China Performance Industry Association, in collaboration with Kuaishou platform, released the "Network Livestreamer New Career Development Report" (hereinafter referred to as the "Report"). This report unveils the booming development trend of online livestreaming as a new profession and its profound impact on social economics and mass employment

The Rise of Online Livestreamers: A Mass Career with 15 Million Dream Chasers in Live Rooms

On November 7th, the Network Performance (Live Streaming) Branch of the China Performance Industry Association, in collaboration with Kuaishou platform, released the "Network Livestreamer New Career Development Report" (hereinafter referred to as the "Report"). This report unveils the booming development trend of online livestreaming as a new profession and its profound impact on social economics and mass employment.

Professionalization, Specialization, Diversification: The Career Profile of Online Livestreamers

As of December 2023, 15,080,000 individuals have chosen online livestreaming as their primary occupation. This figure alone demonstrates that online livestreaming has become a mainstream career choice. The report systematically compiles and presents the overall career characteristics and development trajectory of online livestreamers through methods including questionnaire surveys, field research, focus group interviews, and expert consultations.

Report data reveals a trend of professionalization, specialization, and diversification among online livestreamers. In terms of work content, livestreaming jobs have evolved into a relatively systematic workflow, encompassing pre-live stages like demand analysis, content planning, and script preparation; live stages involving IP image building, valuable content presentation, and interactive activities; and post-live stages like data statistics, analysis, and optimization.

The Rise of Online Livestreamers: A Mass Career with 15 Million Dream Chasers in Live Rooms

Regarding career characteristics, the age distribution of online livestreamers is quite broad. Individuals born in the 1980s and 1990s account for 58%, making them the main force behind livestreaming. Even individuals born in the 1960s and 1970s comprise 25% of the workforce. Concerning income, over 80% of professional livestreamers have an average monthly income below 8,000 yuan, while over 60% of them stream for four days or more per week. Notably, 57.4% of livestreamers who stream daily broadcast for over six hours.

Analyzing employment intent, the primary reasons for choosing online livestreaming as a career are earning income, recognizing the promising future of the livestreaming industry, and personal interest in the field. Nearly 70% of professional livestreamers express high job satisfaction, and almost 90% are willing to pursue it long-term.

Concerning career value, professional livestreamers believe that the value of online livestreaming lies in personal fulfillment, financial gain, and helping those in need by solving their problems. Nearly 80% of respondents believe that recognizing livestreaming as a profession will boost the livestreaming industry and its upstream and downstream supply chains, contributing to social employment development. Moreover, professional livestreamers seek support in terms of better identity recognition, establishing career networking platforms, and launching programs dedicated to assisting youth employment.

From the PC Era to the Mobile Internet: The "Multiplier" Journey of Online Livestreaming

Online livestreaming emerged in the PC era and experienced a period of rapid growth fueled by the mobile internet wave. In 2013, thanks to the widespread adoption of the mobile internet, online livestreaming saw rapid development on mobile devices. By 2016, thousands of livestreaming platforms emerged, leading to a "survival of the fittest" scenario, gradually shaping the landscape of the entire livestreaming industry. That same year, the Kuaishou platform introduced livestreaming as a natural extension of its platform, attracting more ordinary individuals to join the mobile internet user base and become online livestreamers. Starting in 2018, the application scenarios for livestreaming technology deepened, gradually evolving into a fundamental internet function and service.

Live Streaming Empowerment: A New Engine Driving Digital Economic Development

The report points out that with the advancement of China's network technology, short video and livestreaming platforms, serving as entry points for individuals' digital lives and work, have made significant contributions in areas like promoting employment, leading digital economic development, accelerating cultural and artistic dissemination, expanding the online arts and entertainment ecosystem, and invigorating local life.

In the realm of network performance, an increasing number of performing arts professionals and ordinary individuals are achieving their career dreams on livestreaming platforms. In terms of promoting consumption, livestreamers have a demonstrable impact on consumer spending, with over 70% of users purchasing goods after watching live streams or short videos. In supporting agricultural development, livestreamers have become a unique force in facilitating rural revitalization. For driving digitalization in recruitment, livestreaming and short video platforms have opened up new employment avenues for a vast blue-collar workforce.

Furthermore, online livestreamers play active roles in promoting local tourism, igniting a learning craze among the general public, and optimizing life services. The vibrant livestreaming rooms not only witness the journey of traditional industries embracing digital transformation but also serve as a true reflection of the internet's service to an increasing number of sectors and industries.

A Significant Talent Gap: New Challenges Facing the Online Livestreaming Industry

The report indicates that China's livestreaming industry is expected to face a talent shortage of 19,415,000 by 2025. In the face of such massive market demand, the online livestreaming industry confronts new challenges while harboring tremendous growth opportunities.

Firstly, it's crucial to strengthen professional training for online livestreamers, enhancing their professional skills and ethical conduct. Secondly, establishing and improving industry regulations for online livestreaming is vital to protect their legal rights and promote healthy development. Lastly, fostering innovation and continuously exploring new models and formats for online livestreaming is necessary to inject fresh energy into the industry.

The rise of online livestreaming has not only brought new employment opportunities to society but also opened up new development avenues for traditional industries, further fueling the robust growth of the digital economy. Looking ahead, the online livestreaming industry is poised to continue its rapid growth trajectory, making new contributions to social development.

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