Cultural consumption has become a defining lifestyle trend, and the shift has grown more visible in 2025. At the same time, group live streaming, a format built around multiperson on-screen talent performances, is emerging as a significant cultural practice.
The format traces its roots to early live streams of talent shows, although it did not begin meaningful development until 2021. In its earliest phase, most programming consisted of simple dance routines filmed against plain backdrops with fixed lighting and a single camera setup.
This year, however, the format has surged in popularity. Related hashtags on Douyin have accumulated more than 100 million views, pushing group live streaming from niche subculture into mainstream awareness. According to projections from the China Association of Performing Arts, the market is expected to reach RMB 15 billion (USD 2.1 billion) this year.
Platforms are responding to the momentum. In September, Douyin launched an initiative to nurture more than 100 high-quality, content-distinctive groups that meet industry standards by year’s end. The aim is to build a multi-category, multi-scenario, and multi-regional ecosystem that can serve as a model for the wider industry.
The sizable opportunity has drawn a wave of newcomers, including Changjing Media, which recently spoke with 36Kr. Li Shuai, its head, said the team originally entered the space as viewers. Many live streams looked too similar, he explained, and that prompted him to consider producing group live streams himself. Changjing Media was founded in 2023, marking its official entry into the sector.
Li acknowledged that the early stages were difficult. With no mature playbook and no ready-made team, he did not know where to begin. After a period of trial and error, he started to find direction. Many people assume group live streaming is something anyone can launch by propping up a phone. As Li put it:
“It is definitely not just about finding a few talented performers and putting them in front of a camera.”
A closer look reveals the level of precision required, even in deciding how many performers should appear on screen. Group live streaming typically features several performers in the same room, often dancing, singing, or showcasing other skills. Changjing Media initially assumed that more performers would create greater excitement, so the company experimented with teams of more than ten. The larger groups, however, made formations harder to coordinate, and camera shots could not capture individual strengths, making it difficult for viewers to remember each member.
After multiple rounds of testing, the team settled on seven to nine performers as the optimal range. This size allows for layered choreography while giving each performer enough screen time to balance group impact with individual presence.
Talent selection follows a targeted approach. Changjing Media partners with professional arts institutions such as Jilin University of the Arts, drawing many performers from related academic programs. These performers bring formal training in rhythm, body control, stage awareness, and discipline, along with skills such as camera intuition and rehearsal cooperation. This allows them to adapt quickly to the demands of group live streaming.
Even so, Changjing applies a strict evaluation process. Dance specialist candidates must first complete a live stream adaptability test that assesses on-camera expressiveness and their ability to learn basic interaction scripts. Those who pass enter a short training program before they are cleared to stream. Candidates with no formal background undergo a more detailed assessment that examines posture and learning ability, basic movement practice combined with interaction techniques, and simulated live streams that test on-camera stability. Only those who complete all stages enter the final candidate pool.
For performers who join the group, Changjing Media established a development system with individualized plans. “We hired trainers with more than five years of industry experience to work on talent performance, camera presence, and interactive ability,” Li said.
Behind the scenes, however, lies most of the operation’s complexity. Roughly 70% of the work happens off camera. Unlike companies that prioritize performers while downplaying backstage roles, Changjing Media reversed the model. On-screen performers are supported by a cast of backstage staff members, including hosts, camera operators, lighting specialists, operations managers, and teams responsible for styling, creative direction, and costumes.
Camera work, lighting, and styling are central to ensuring quality. Any weak link diminishes the viewer experience. If the camera does not track a performer’s movement accurately, viewers miss important details and the content loses impact. If the lighting is not tuned properly, performers look unnatural and the visual tone suffers. If styling or costumes do not match the theme, the contrast creates a sense of dissonance that breaks immersion.
Technical roles require more than equipment proficiency. Camera operators must understand the material and synchronize their work with the pacing of each performance. The camera team holds weekly workshops to study standout industry cases, not to replicate techniques but to analyze why certain shots highlight a performer’s strengths or how camera movement shapes rhythm and emphasis. Afterward, operators adjust shooting plans based on each performer’s style, coordinating which moves warrant focused shots or which angles capture the best effect. The lighting team follows similar routines, replacing default setups with flexible arrangements tailored to each show’s theme.
Creative direction anchors content development. The team handles planning, content structure, and innovation, while instructors rehearse with performers for two to three hours a day. Rehearsals are recorded, reviewed, and refined to ensure consistency in choreography, formation logic, and emotional delivery.
Meanwhile, the entry of professional troupes such as the Shaanxi Provincial Song and Dance Troupe and the Ningbo Yong Opera Troupe has raised industry standards. Changjing Media’s rigorous approach has positioned it well for this shift.
For the company, 2024 marked a turning point with the launch of its proprietary label. After producing standard group live streams for some time, the team realized that many groups lacked distinct identities. Li noticed that constantly shifting styles made it difficult for audiences to remember them. In response, the company created its own label focused on developing content with a recognizable style, cultural depth, and clear identity.
Changjing Media invested millions of RMB to upgrade its equipment. The studio now uses three fixed cameras and a professional jib for seamless switching, along with more than 200 lighting fixtures modeled on the standards of major televised music programs. Li said the company built the setup to professional stage specifications because traditional performances depend heavily on visual quality, and even strong content loses impact without the proper environment.
Each live stream follows a structured creative workflow. Performers do not select what they want to showcase. Instead, the team designs programming around audience needs to ensure the content remains coherent and substantive. Each show undergoes two weeks of planning and one week of rehearsals. The team performs a full dry run the day before airing, simulating all conditions, including camera work, lighting, styling, costumes, and sound. After each broadcast, performers, operators, creative directors, and technical staff meet for a comprehensive review.
Commercially, Changjing Media is expanding beyond live streaming, stage performances, and short dramas by connecting performers with offline stages, professional competitions, and art exhibitions. Next, the company plans to explore a model that merges livestream formats with offline performances.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This article was written by Li Xiaoxia for 36Kr.