Imagine a world where your favorite cultural pastime isn’t just watching passively—it’s an immersive, group-powered spectacle unfolding live on your screen, captivating millions and reshaping entertainment as we know it. In 2025, that’s exactly what’s happening with the explosive rise of group live streaming, a vibrant new frontier that’s turning heads and sparking debates in the industry. But here’s where it gets controversial: Is this just a flash-in-the-pan trend, or could it redefine how we connect through shared experiences? Stick around, because we’re diving deep into how Changjing Media is navigating this thrilling evolution.
Cultural consumption isn’t just a habit anymore; it’s a lifestyle that’s exploding into prominence, particularly in 2025. Alongside this shift, group live streaming—think multiple performers dazzling audiences with synchronized dances, songs, and skills right on your screen—has emerged as a groundbreaking cultural phenomenon that’s hard to ignore.
This innovative format can trace its origins back to the early days of live-streamed talent shows, but it really didn’t hit its stride until 2021. Back then, productions were straightforward: simple dance moves against basic backgrounds, with unchanging lights and just one camera capturing the action. It was charming in its simplicity, but far from the polished extravaganza we see today.
Fast forward to this year, and the buzz is undeniable. Hashtags related to group live streaming on Douyin have racked up over 100 million views, catapulting it from a hidden subculture to a mainstream sensation. Projections from the China Association of Performing Arts predict the market could hit a whopping RMB 15 billion (about USD 2.1 billion) by year’s end. That’s a lot of eyeballs and excitement!
Platforms are stepping up to fuel the fire. In September, Douyin kicked off a big initiative to cultivate over 100 top-tier groups that stand out for their quality and uniqueness, meeting strict industry benchmarks by the end of the year. The goal? To create a diverse ecosystem spanning multiple categories, scenarios, and regions—one that could set the gold standard for the entire sector.
This golden opportunity has lured a fresh wave of players, including Changjing Media, which recently chatted with 36Kr. Li Shuai, the company’s leader, shared how his journey began as a fan. He noticed that too many live streams felt repetitive and uninspired, sparking his idea to produce his own. Founded in 2023, Changjing Media officially jumped into the fray.
Li admits the launch wasn’t smooth sailing. Without established strategies or a pre-built crew, it was a steep learning curve of experimentation. Many folks wrongly assume group live streaming is as easy as grabbing a phone and hitting record—anyone with talent and a camera could pull it off. As Li puts it, “It is definitely not just about finding a few talented performers and putting them in front of a camera.” And this is the part most people miss: the intricate planning that goes into making it feel effortless and engaging.
Let’s break it down for beginners: Group live streaming typically involves several artists in the same space, showcasing talents like dancing or singing. Changjing Media initially thought bigger was better, testing groups with over ten members to amp up the energy. But they learned the hard way—large ensembles made coordinating formations a nightmare, and cameras struggled to spotlight individual highlights, leaving viewers confused about who was who.
After plenty of trials, they landed on the sweet spot: seven to nine performers. This number strikes a perfect balance, allowing for dynamic choreography layers while ensuring each person gets meaningful screen time. It blends group synergy with personal shine, making the experience memorable.
When it comes to selecting talent, Changjing Media takes a strategic route. They collaborate with professional arts schools like Jilin University of the Arts, recruiting students trained in the essentials: rhythm, physical control, stage presence, discipline, and even camera-savvy skills like quick adaptation and teamwork during rehearsals. This foundation helps performers thrive in the fast-paced world of live streaming.
But even with that background, Changjing enforces a rigorous vetting process. Dance pros face a live adaptability test first, checking their expressiveness on camera and grasp of simple interaction scripts. Successful candidates dive into a brief training stint before going live. Those without formal training go through an even deeper evaluation, covering posture, learning aptitude, basic moves paired with interaction tips, and mock streams to gauge on-camera poise. Only the best make it to the final roster.
For the lucky ones who join, Changjing Media sets up personalized growth plans. “We hired trainers with more than five years of industry experience to work on talent performance, camera presence, and interactive ability,” Li explained. This investment ensures performers evolve, turning raw potential into polished stars.
Now, here’s where it gets controversial again: Behind the scenes is where the real magic—and debate—happens. Contrary to some companies that focus almost exclusively on the performers, Changjing Media flips the script, emphasizing the unseen heroes. About 70% of the effort is off-camera, with a full team of hosts, camera operators, lighting experts, operations managers, stylists, creative directors, and costume designers supporting the stars.
Technical details like camera work, lighting, and styling are non-negotiable for top-notch quality. A single misstep—like a camera that fails to follow a dancer’s fluid moves—means viewers miss key moments, diluting the thrill. Poor lighting can make performers look off or unnatural, ruining the mood. And mismatched outfits or themes? That dissonance shatters the immersive bubble, pulling audiences out of the experience.
But it’s not just about handling gear; these roles demand deep understanding. Camera operators study the content intimately, syncing their shots with the performance’s rhythm. They hold weekly sessions dissecting top industry examples—not to copy, but to understand how certain angles spotlight strengths or enhance flow. Then, they customize plans for each artist’s unique style, deciding what deserves a close-up or dramatic pan. The lighting crew does the same, ditching generic setups for theme-specific designs that elevate each show.
Creative direction is the heartbeat of content creation, overseeing planning, structure, and fresh ideas. Instructors rehearse with performers for two to three hours daily, capturing and refining sessions to nail down choreography, group formations, and emotional delivery.
Meanwhile, the arrival of established groups like the Shaanxi Provincial Song and Dance Troupe and the Ningbo Yong Opera Troupe is pushing standards higher. Changjing Media’s methodical approach has them poised to thrive in this competitive landscape.
For the company, 2024 was a game-changer with their own branded label. After churning out generic streams, they saw a problem: many groups lacked a distinctive vibe, making it tough for fans to recall them amid style shifts. Li’s solution? A dedicated label for content with clear identities, rich cultural layers, and standout styles.
They poured millions into upgrades, transforming their studio with three fixed cameras, a pro jib for smooth transitions, and over 200 lights inspired by big TV music shows. As Li noted, they built to professional stage specs because, in entertainment, even brilliant performances flop without the right visual environment.
Every live stream follows a disciplined creative process. Performers don’t pick their acts; the team tailors content to viewer interests for depth and coherence. Shows get two weeks of planning and one of rehearsals, with a full dress rehearsal the day before, mimicking real conditions. Post-broadcast, the whole team reviews everything.
On the business side, Changjing Media is branching out from live streams into stage shows, short dramas, and even linking performers to real-world events like competitions and exhibitions. Their next move? Blending live streams with offline performances for a hybrid model that could be the future.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This article was written by Li Xiaoxia for 36Kr.
What do you think—will group live streaming evolve into something even bigger, or is it just a fad destined to fade? Do you agree that the behind-the-scenes work is undervalued compared to the performers? Share your thoughts in the comments; I’d love to hear differing opinions or counterpoints, like whether simplicity is underrated or if this format democratizes talent in ways we haven’t considered!