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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
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This article originally appeared on ABACUS
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.
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Douyin recently started testing a new feature that lets content creators live-stream audio. This means users in China could start seeing audio for live podcasts, talk shows and concerts show up alongside other TikTok fare like humorous videos or dangerous stunts.
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.
The move is seen by some industry watchers and content creators as ByteDance trying to leverage its massive user base to expand into the live audio. As in other countries, podcasts have become popular in China, but live audio shows have also been taking off recently.
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Industry heavyweights include Ximalaya, Lizhi and Dragonfly FM. China could have as many as 542 million people consuming online audio content this year, according to a projection by iiMedia Research. Live audio appeals to younger users in particular, with 57 per cent of listeners being under the age of 35, according to Analysys.
What could be so fascinating that people want to hear it live? The top three genres are music, entertainment and shows about relationships.
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