It is becoming an independent form of entertainment, with an online live streaming scale of over 180 billion yuan
The "Cultural Trade Blue Book: China International Cultural Trade Development Report" released during the 2023 China International Fair for Trade in Services pointed out that online performance is gradually becoming an independent form of performance, from simply playing recorded offline performance videos online to exploring new forms of performance and viewing relationships through technological means.
According to Blue Book, in 2022, the scale of China's online performance live streaming industry reached 184.442 billion yuan, with 141 million live streaming accounts in related industries.
According to the data from Tiktok, in 2022, there will be more than 1.78 million live broadcasts of folk music, with 2.33 million hours of cumulative live broadcasts, more than 6.1 billion viewers, 87% of the anchors of folk music will receive rewards, and Xun, solo, Konghou and other minority instruments will also achieve "box office" revenue of tens of thousands of levels. The daily broadcast of intangible cultural heritage shows 1617 sessions, with a year-on-year increase of 533% in total revenue from tipping. Through live streaming rewards and more opportunities brought by live streaming, folk musicians not only obtain stable income, but also achieve industry self rescue during the epidemic. The viewing time of Quyi live streaming has increased by nearly 300%. In addition, the addition of well-known actors to live streaming has further expanded the influence of online entertainment. In June 2022, Shi Yihong, a famous Peking Opera actor, held the first live broadcast of his personal online concert in his Tiktok studio, with 4.145 million viewers.
The rise of online performance is not only due to the direct impact of the COVID-19, but also due to the urgent desire of industry professionals to use new forms of online performance to find new opportunities. In recent years, there have been problems in China's performing arts industry, such as the significant impact of folk performances, the aging audience of traditional opera performances, the immaturity of the domestic performance market, and the lack of real connectivity between the upstream and downstream industry chains. People have all taken a new path of online performing arts.
The Blue Book of Cultural Trade is jointly published by Beijing Second Foreign Languages Institute and Social Science Literature Publishing House.