China’s TikTok expands beyond short video with live-streaming audio for live podcasts and talk shows
Live podcasts, talk shows and concerts are now popular forms of entertainment on platforms like Ximalaya and Lizhi
TikTok might be the world’s most famous short video platform, but the Chinese version of the app is now flirting with live audio shows.
The feature is currently reserved for people using the beta version of the app and can be found under a third option on the app’s live-streaming page next to “game live streaming” and “video live streaming” options. Douyin’s live audio shows allow up to eight people to chat with the host at once, but an unlimited number of users are allowed to tune in.
What could be so fascinating that people want to hear it live? The top three genres are music, entertainment and shows about relationships.
Even though the industry has entrenched incumbents, some industry watchers say Douyin’s foray into live audio can open up new opportunities for both users and content creators.
Douyin’s audience of 400 million daily active users many times larger than that of Ximalaya, Chen added, so the company could help grow the industry.
“It’s hard to get to the top with the existing platforms now,” Zhang said. “I’m considering starting a live audio show on Douyin for sure… After all, Douyin has 400 million users.”
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