New China live streaming regulations could benefit brands

Industry experts say the crackdown on China's exploding live streaming market could actually be a good thing for brands and their content strategies.

China’s live streaming boom has spawned online celebrities such as Papi Jiang (Source: Youku)

CHINA China’s long arm of censorship now reaches live streaming, a wildly popular phenomenon that has brands such as Xiaomi, Mondelez and Durex jumping on bandwagon to broadcast product-related videos to consumers in real time.

Earlier this month, Chinese authorities ordered the shutdown of thousands of live stream accounts which purportedly host “inappropriate content”. Starting next year, online live performance operators must apply for permits and performers are required to register their real identities.

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