China’s Twitch-like platforms remove gaming ads aimed at students following state media criticism
- Huya said it introduced ‘emergency changes’ to the site to address concerns highlighted by state media
- In the first quarter, Douyu reported a 53 per cent year-on-year increase in net revenue to US$321.1 million
Chinese live streaming giants Huya and Douyu have removed gaming ads targeting students from the education sections of their apps following criticism from state media.
A prime time news segment on China Central Television (CCTV) on Monday called out the two Twitch-like platforms for bombarding students with gaming ads while actively marketing themselves as online education portals for kids under quarantine from the coronavirus pandemic.
Hours after the segment was aired, gaming ads on Huya’s “Let’s Learn” and Douyu’s “Education” sections had vanished. In a statement released on social media, Huya said that it introduced “emergency changes” to the site to address concerns highlighted by state media. At the time of publication, Douyu had not replied to questions from the South China Morning Post.
The criticism levelled at Huya and Douyu reflects growing Chinese government scrutiny of live-streaming platforms as Covid-19 has made online education and live-streaming indispensable for students. The move also attests to the government’s efforts to tighten regulation of underage gaming.
In its news segment on Monday, CCTV also criticised the platform for failing to feature their education sections more prominently. As a result, students had to navigate through a myriad of gaming content before being exposed to any educational content.
Ding Daoshi, director of research at internet consultancy Sootoo in Beijing, said Huya and Douyu were now wrestling with how to balance their core live streaming game content with their new online courses, which have seen a surge in demand during the Covid-19 outbreak.