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Media & Entertainment

China's livestreamer industry matures after clampdown on stars

Playing field starts leveling out in market seen reaching $11bn by 2025

Multichannel networks represent multiple content creators on social media like Weibo. (Photo by Shuhei Yamada)

TOKYO -- China's livestreamer economy appears here to stay, maturing beyond its pandemic-driven boom and pushing companies to adapt to a fast-changing environment for online marketing.

The market for multichannel networks, businesses that play a role similar to talent agencies for online content creators, is estimated at 43.2 billion yuan ($6.4 billion) this year, heading toward 74.3 billion yuan -- or $11 billion -- in 2025, in a July survey by iiMedia Research.

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