Since 2015, when live webcasting officially gained popularity and entered the public's view, the industry has experienced an influx of capital and white-hot competition, and the competition pattern gradually formed in 2017, and the expansion of the scale slowed down after the precipitation of users. With the gradual stabilisation of the industry, the trend of universal live broadcasting has gradually subsided, and truly high-quality PGC and PUGC content has been retained and become mainstream. As the industry enters a mature period, the focus of the current development lies in the establishment of a truly healthy and scalable business model, and platforms are beginning to gradually focus on revenues from the B-side, and are beginning to pay attention to how to make use of the advantages and features of live broadcasting to help advertisers market their products and brands, so as to realise the maximum traffic realisation.

      Live E-commerce:From 2022 to 2023, China's online retail market continued to grow steadily, and as of June 2023, the scale of online shopping users reached 884 million.

Accompanied by the continuous expansion of the user scale and the rising transaction volume, the live broadcast e-commerce industry is experiencing rapid change and development, the transaction volume, the number of venues, the number of viewers and the number of live commodities have shown a sustained growth, and live broadcast e-commerce has become an important way for merchants to promote their products and cash in on their traffic.