According to SCMP, the trend of livestreaming singing and dancing for profit is redefining the entertainment landscape in China, a market of over a billion people. This model is creating a craze by allowing audiences to actively choose what they want to watch. With a few taps on the screen, viewers can send virtual gifts or vote to decide which songs are performed, which idols remain, and who gets replaced. Meanwhile, hosts energize the atmosphere with live commentary. They frequently thank and call out the names of VIP accounts that have given many gifts.
In 2023, livestreaming exploded, filling the void after China banned idol survival shows in 2021. This model continues to thrive on the country's short video platforms and has attracted global attention. Groups of five to seven dancers perform, while audiences give gifts and vote to see their desired dance moves, actions, and outfits.
The boy group Joy-X, part of a leading Chinese livestreaming company, became a sensation with their leg-sweep dance move, garnering over 10 billion online views. Their broadcasts currently average over 20,000 followers.
Group livestreaming has become a lucrative form of entertainment in China, offering an interactive, immersive experience and generating significant profits. According to one report, the livestreaming industry's size exceeded 15 billion yuan (2 billion USD) in 2025. Some top streamers can earn up to 1 million yuan (145,000 USD) per month from their basic salary, virtual gifts, and bonuses. Xuanxuan, a member of the SK Girls group, accumulated virtual gifts worth 2,7 million yuan (390,000 USD) in just one night. After commission splits with her company and the online platform, she received approximately 600,000 yuan (86,000 USD).
Streamers often work more than 26 days each month, 10 h daily, learning many dance routines and constantly maintaining high energy to interact with fans and build a loyal fanbase.
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A group of female streamers on the Douyin platform, China. Photo: Douyin |
Witnessing the success of this model in China, Charlie, a Chinese American entrepreneur, recognized its profit potential in other countries. In 2024, Charlie adopted China's group livestreaming model and launched girl groups like CalixSunset in the US. After an initial investment of 100,000 USD, his business broke even after three months. The company's group livestreams now attract up to 5,000 viewers per session, generating approximately 6,000 USD in revenue.
Before Charlie's breakthrough, some American companies had tried this model but failed because streamers only performed simple dances with little interaction. Charlie stated, "Group livestreaming focuses on complete dance performances, mastering rhythm and atmosphere." According to him, many Americans previously did not realize that being a streamer could earn money. "My team once thought Americans would not accept the group livestreaming style, viewing them as 'puppets', but it turns out they have embraced it. A significant portion of our audience also comes from Asia and Europe," he said.
Charlie also highlighted cultural differences between China and the US in this model. While Chinese idols often use beauty filters and leg-lengthening effects, American artists prefer authentic images. Livestreaming in China sometimes carries sensual undertones, leading platforms to recently introduce regulations to restrict heavy makeup, beauty filters, and suggestive movements or language. Charlie requires his artists to wear modest attire and focus on powerful movements. Additionally, in the US, artists interact less with fans outside of work hours due to different perceptions of work-life boundaries.
Despite these differences, Charlie believes the core profitability of the livestreaming industry comes from the culture of voting and ranking. This culture encourages fans to spend heavily on virtual gifts, compete for top positions, and seek attention from their idols and admiration from others.
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Loubo (center, 26 years old) previously participated in the Idol Producer idol selection program, then joined the MAMA LAND group but was unsuccessful. He is currently gaining attention as a key streamer for the Joy-X group. Photo: Weibo |
Industry experts report that China's livestreaming sector, valued at over 200 billion yuan (30 billion USD), has become a global economic hit. Chang, a marketing manager at a livestreaming company in Wuhan, China, said in an interview: "Group livestreaming opens new avenues for fame and creates job opportunities."
However, he noted that while online short films are a successful example, not every Chinese business model can be directly applied globally. "Chinese audiences are accustomed to electronic payments, shopping via livestream, and the fast pace of short videos, but Western viewers may not be as receptive," Chang commented.
Thanh Thanh (according to SCMP)
