Why live streaming is becoming China’s most-profitable form of electronic media

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Across China, live video streaming has become a popular form of entertainment. There are an estimated more than 900 live-streaming platforms and over 10 million active hosts in the country, cashing in on the concept of “entertainmerce” – a blend of e-commerce and entertainment. These enterprises are raking in billions of dollars for hosts, often known as “key opinion leaders” or KOLs, and the companies behind them.

The South China Morning Post took a look inside the work of one multi-media company in the southern China city of Guangzhou, where live-streaming hosts are trained to operate in a lucrative business.