Charts of the Day: Brands Get Buyer’s Remorse Over Deals With Star Livestreamers

Brands that once relied on celebrity livestreamers’ star power to peddle products on China’s largest e-commerce platforms are trying to reduce their dependence on top hosts and take more control over their own marketing.

The share of brands conducting their own e-commerce livestreams rather than employing celebrity hosts has been growing since 2019, and the trend is expected to continue through to 2026, according to data from market research firm iResearch Inc.

Brands Cut Reliance on Livestream Stars