Hello! I'm your financial journalist and economic expert friend. Today, we're going to talk about a phenomenon that you experience every day, but might not have thought about carefully: live streaming.
This article comes from *New Weekly* and doesn't just look back at the changes in the live streaming industry over the past decade; it's more like a "media health check" for us today. It tells us that live streaming has evolved from a novelty to an essential infrastructure, just like water, electricity, and gas, and it's even reshaping our language habits (for example, the term "zhubao" [a pun on "anchor" in Chinese]).
To make it easier for you to understand, I've broken down this long article into five key aspects and explained the logic and behind the scenes in plain language.
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1. The Great Transformation of Identity: From "Audience" to "Everyone Can Be an Anchor"
Key Point: Live streaming has broken the barrier between "performers on stage and viewers off stage," making everyone a potential content creator.
Plain Language Explanation:
Think back to 2016; live streaming was a privilege for celebrities or big influencers, and we were just audience members clapping at home on the screen. But ten years later, things have completely changed.
- Language Changes Reveal Attitudes: Nowadays, it's popular to refer to oneself as a "zhubao" (a pun on "anchor" in Chinese). The widespread use of this term shows that people subconsciously believe their lives can also be shared and that they have an "audience." Even if you've never hosted a live stream, your daily conversations or complaints could potentially be viewed as content.
- Low Barriers, Everything Can Be Streamed: In the past, you needed a complete movie or TV show to watch; now, eating, shopping, or even daydreaming can all be streamed with just a phone. Data from CNNIC shows that the number of live streaming users increased from 325 million in 2016 to 814 million in 2025, accounting for 72.3% of internet users. This means that live streaming is no longer just about "watching others"; it's about "being part of the action."
- Professional Recognition: In 2024, the state officially recognized "internet anchors" as a new profession, marking a shift from a hobby to a legitimate career with significant social and economic value.
In One Sentence: In the past, it was "I watch the world"; now, "the world watches me," and everyone is the "anchor" of their own life.
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2. Major Business Realignments: From "Shouting to Sell Products" to "Regular Store-Based Streaming"
Key Point: Live streaming for sales has moved beyond its initial period of rapid growth and has entered a phase of more refined operations and a distribution of traffic.
Plain Language Explanation: When you think of live streaming, you might think of Li Jiaqi's "OMG, buy it!" campaigns. But today, live streaming for sales doesn't rely solely on a few superstars.
- Super Anchors Are Still Powerful, But No Longer the Only Ones: Although Li Jiaqi has faced controversies, he still leads with a GMV (total transaction value) of 175 billion in 2025. This shows that top influencers still matter, but traffic is spreading among more creators.
- Store-Based Streaming Becomes the Norm: Brands are now setting up their own stores and having employees stream from there. Data shows that store-based streaming accounts for over 50% of GMV, making it a standard sales tool, just like physical stores.
- Business Language Penetrates Daily Life: Have you noticed that friends often use phrases like "jia ren men" (family members) or "shang link" (visit the link) in conversations? This indicates that the business logic of live streaming has integrated into our daily language.
- Decentralized Traffic: The proportion of GMV driven by top influencers has dropped to 10.66%, meaning money is no longer concentrated in a few hands; it's spread across numerous niche live streams.
In One Sentence: Live streaming for sales has evolved from a celebrity showcase to a regular part of business, no longer just a frenzy for a few, but a standard practice in the industry.
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3. Content Explosion: From "Entertainment Replacement" to "Knowledge Classrooms"
Key Point: The scope of live streaming content has expanded greatly. It's not just about selling products; there are also two popular areas:
- Group Streaming: A spin-off of talent shows, where multiple anchors dance and sing with a production team, and viewers decide who performs. This brings the interactive aspect of TV talent shows to mobile devices.
- Fitness and Knowledge: Live streaming has become more functional. For example, Liu Heng's "Compendium of Materia Medica" made live streaming a virtual gym, where people can follow along and share videos, creating a sense of community.
- Knowledge Sharing: Platforms like Douyin offer a wealth of educational content, making knowledge more accessible, fragmented, and easy to consume.
In One Sentence: Live streaming is no longer just for entertainment; it's a multi-purpose platform for entertainment, exercise, and learning, filling the gap left by traditional media.
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4. Technological Impact: AI Anchors Are Here, and "Human Feelings" Become a Luxury
Key Point: AI technology has made it possible to produce live streams efficiently, but it has also raised trust issues, making authenticity more precious.
Plain Language Explanation: This is the most thought-provoking part of the article. What happens when AI is involved in live streaming?
- Rise of AI Anchors: AI-powered anchors like JD.com's "Cai Xiao Dong Ge" and Bilibili's "Mu Ji Meng" are efficient and cost-effective, but they also raise concerns about trust and copyright violations.
- Ethical and Legal Issues: In 2024, someone used AI to create a fake Zhang Wenhong to sell protein bars, scamming over 1,200 orders, highlighting the ethical and legal risks of technology abuse.
- The Value of Authenticity: People miss the imperfections of real humans. For example, the "Xiyu Qunyinghui" event in Shouguang, Shandong, where four ordinary people streamed by the river without a script, and their spontaneous performances became popular.
- The Logic: In an era where AI can create perfect performances, "imperfections" and genuine emotions become valuable.
In One Sentence: AI makes live streaming efficient but also impersonal; people crave the warmth and authenticity of real human performances.
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5. Future Trends: Less Performance, More Authenticity, and Slower Connections
Key Point: The future of live streaming focuses on authenticity and connection, not just traffic and sales tactics.
Plain Language Explanation: The article concludes that in the next decade, live streaming will shift from speed and excitement to slower, deeper, and more authentic experiences.
- From Fast to Slow: People are tired of gimmicks and seek content that is genuine and meaningful.
- From Virtual to Real: The line between virtual and real is blurring, but people still yearn for authenticity. The success of the "Xiyu Qunyinghui" event shows that unscripted, real moments are more appealing.
- New Expectations: We don't need more perfect idols; we want real connections that make us feel seen and understood.
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💡 Insights for You
1. Don't Worry About Not Being an Anchor: Live streaming is a lifestyle. You don't have to become a celebrity, but you can use the camera to record your life and share your views—a new way of expressing yourself.
2. Be More Rational When Shopping: Since store-based streaming is common, compare multiple streams before making a purchase; it's often more cost-effective and reliable.
3. Be Vigilant of AI: Be cautious when familiar experts or celebrities sell products on live streams; verify their identities.
4. Cherish Authenticity: In an era of information overload, those who are imperfect, genuine, and warm are worth investing time and emotion in.
I hope this breakdown helps you understand the significant changes in the live streaming industry over the past decade and their impact on each of us.