China's risqué live-streaming apps are now objectifying men too

Chinese live-streaming apps that built their billion-dollar empires leveraging women’s physical appeal are now tapping into their spending power.

Companies including YY Inc. (which has a US$6 billion-market capitalisation) and Momo Inc. ($9 billion) are adjusting their product offerings as educated women in China with higher incomes demand virtual entertainment that caters to their needs. The platforms are coming up with content that caters to women – adding sections targeted to their interests in gaming, outdoor sports, anime, and ahem, good-looking men.

Live-streaming platforms in China discovered their fan base with men – there are 30 million more men then women in China – as many migrated to big cities for jobs and sought human connection via the internet. The early days of live-streaming sites mimicked a mash-up of “American Idol” and online hostess clubs: a place awash with scantily clad women who sang and told jokes for virtual gifts.

With slowing growth and fierce competition, platforms like YY and Momo want to change that image and become places where women feel comfortable. The move coincides with how women in China are reaping the benefits of policies that encouraged them to pursue higher education, join the workforce and take part in China’s meteoric economic rise.

“Chinese women’s self-awareness is growing fast, and as a company we can’t afford not to pay attention to their needs and interests,” said Li Ting, YY’s chief operating officer. “The so-called ‘she economy’ is a huge untapped market and often you will see that women are even bigger spenders when it comes to culture and entertainment.”

Live-streaming is expected to nearly double from this year to 126.8 billion yuan ($19 billion) in China by 2022, according to a research report from internet consultant IResearch. YY and Momo both take about 60 per cent of the cut of tips that live-streamers make.