Team livestreams explode in China, market to hit 15 billion yuan

China’s hottest new livestream trend, known as “Tuanbo” or team streaming, is expected to grow into a 15 billion yuan (HK$16.39 billion) market by 2025, fueled by a wave of “emotional consumption” that is reshaping spending habits across the mainland.

Tuanbo is a collaborative livestream format resembling mini-concerts, often supported by professional directors, lighting crews, cameramen and hosts.

Unlike single-host streams, it features subtle competition among hosts, while viewers’ virtual gifts act as votes that can influence performance order, screen placement, and interactions, creating a real-time, engaging experience.

The trend is drawing an increasingly diverse mix of participants, from graduates of China’s top universities to retired firefighters.

A team livestream featuring veteran actors Ron Ng Cheuk-hai and Bobby Au-yeung Chun-wah racked up 19 million views and more than 35 million likes.

E-commerce giant JD.com (9618) also hosted a Tuanbo livestream in a “male vs. female team” format during Chinese Valentine's Day to boost online sales.

A viewer said on social media that, for someone introverted like him, spending a small amount to interact with hosts provided a rare sense of companionship, and the instant gratification often led to higher-than-expected spending.

Economist Simon Lee Siu-po said the main motivation behind tipping hosts is emotional value. He said that by sending gifts, users can interact with hosts and gain psychological satisfaction, and this behavior is fundamentally voluntary and reasonable if kept under control, but excessive or uncontrolled giving can resemble gambling and lead to broader problems.

STAFF REPORTER