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China's 2023 Live Streaming Content Marketing White Paper: A Deep Dive

The 2023 Live Streaming Content Marketing White Paper provides an insightful overview of the mobile internet's growth and the burgeoning live-streaming industry in China. This article will explore the key findings from the first three quarters of 2023, focusing on user penetration rates, industry trends, and the commercial value of live-streaming events.

Mobile Internet Growth from Q1 to Q3 in 2023

  • The Surge in Travel and Tourism

The travel and tourism sector saw the highest year-over-year growth in user penetration rates as of September 2023, with a significant increase of 7.8%. This growth was spurred by the summer travel peak and the National Day Golden Week holiday. The industry has experienced a continuous nine-month positive growth in overall traffic, with the user demographic predominantly female, aged 18-35, residing in higher-tier cities. The number of unique devices used for travel-related apps has consistently grown, with a notable rise during the first quarter, peaking in April, followed by a slight dip in May and June, and then a resurgence in the summer months.

  • Outdoor Sports: The Accessible Alternative

Outdoor sports have become a popular and accessible alternative to travel, especially in the post-pandemic era. The enthusiasm for outdoor activities has seen exponential growth from February to April 2023, with the market for outdoor goods in China reaching a revenue of 197.1 billion yuan by the end of 2022. It is expected to surpass 200 billion yuan by the end of 2023, with a steady growth rate of about 7%. The outdoor enthusiast demographic in China is estimated at 540 million, potentially expanding to 770 million in the future.

Current State and Trends in the Live Streaming Industry

The Expanding Live Streaming Market

The China Internet Network Information Center (CNNIC) reported that by December 2022, the number of live-streaming users had reached 751 million, a 47.28 million increase from the previous year, accounting for 70.3% of netizens. The live streaming market's user base and usage rates have been on a steady rise.

  • Trend 1: Diversification of Content

Platforms are delving into vertical fields and differentiating content operations. Douyin, for instance, boasts over 600 live-streaming content categories, while Kuaishou approaches 400, both platforms enriching their live-streaming ecosystem with diverse content and scenarios.

  • Trend 2: Leveraging Celebrities and Quality Content

Platforms are using the AIDA model (Attention, Interest, Desire, Action) to boost traffic and brand exposure through live streaming. By featuring celebrities and high-quality content, they create immediate engagement and drive purchase intent, effectively converting exposure into sales.

Marketing and Commercial Value of Live Streaming Events

Case Study: "Summer with Us 2"

The user demographic for "Summer with Us 2" closely aligns with that of the travel and tourism industry, which has significantly increased the program's marketing and commercial value. The post-live edited episodes have successfully reached audiences twice, with those who watched both the live and edited episodes showing a higher intent to purchase.

  • Strong Interaction Through Live Streaming

Live streaming creates a sense of immediacy and intimacy, enhancing emotional expression online. The premiere episode of "Summer with Us 2" saw the most user engagement, with subsequent episodes building a loyal viewership.

  • Deep Brand Integration

Suntory Oolong Tea, as the exclusive sponsor of "Summer with Us 2," has made a lasting impression through interactive live-streaming events. The brand has cultivated a loyal audience and increased brand awareness, affinity, and recommendation intent.

  • Brand Asset Enhancement

Suntory Oolong Tea's brand assets have seen a significant increase, with the brand's performance exceeding industry averages by 1.5 times. The brand's association with the program has boosted recall and relevance, with a 10% overall increase in brand assets.

  • Strong Brand-Program Association

GAC Toyota Wildlander and The North Face have both seen strong brand-program associations, with the former exceeding industry relevance indices by 32% and the latter by 21%. These partnerships have enhanced brand recall and relevance, outperforming industry benchmarks.

The 2023 Live Streaming Content Marketing White Paper highlights the dynamic nature of China's live-streaming landscape. With travel and outdoor activities driving growth, and innovative content strategies engaging massive audiences, the industry is poised for continued expansion. Brands that successfully integrate with live-streaming content can expect to see substantial gains in visibility, engagement, and ultimately, commercial success.

Ready to harness the power of live streaming to elevate your brand? Contact us today to craft a bespoke marketing strategy that taps into the heart of China's digital audience and drives engagement, or you can download the White Paper here.


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