Live-streaming in China: why the hype is cooling

Rising to its peak just two years ago, the multi-billion-dollar industry is cooling rapidly amid intense competition and government scrutiny.

In March 2016, Papi Jiang attracted investment of Rmb12 million $1.8 million from a Chinese consortium in a groundbreaking deal that was dubbed as one of the most successful fundraising cases in China.

Did you think that Papi Jiang was a high-flying startup In fact, Papi Jiang is a female student who became an internet sensation by talking about everyday life online.

The 31-year-old cyber celebrity has 27 million followers on her Weibo social blog a similar level to twenty-time European soccer champion Barcelona, or the National Basketball Association NBA on Twitter.

Jiang’s case is a high-profile example of China’s live-streaming hype, created by...

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