On Female Audience Sending Virtual Gifts to Male Streamers on Douyin

TL;DR

This study explores the motivations and behaviors of Chinese female viewers who send virtual gifts to young male streamers on Douyin, revealing unique gender dynamics in live streaming interactions.

Contribution

It provides new insights into female audience engagement and gift-sending behaviors towards male streamers, highlighting a reversed gender relationship in live streaming.

Findings

Female viewers are motivated by social and entertainment factors.

Sending virtual gifts is linked to viewer-streamer relationship building.

Reversed gender dynamics challenge traditional entertainer-viewer roles.

Abstract

Live streaming has become increasingly popular. Our study focuses on the emerging Chinese female audiences who send virtual gifts to young male streamers. We observe a reversed entertainer-viewer gender relationship. We aim to study why they watch young male streamers, why they send gifts, and their relationships with these streamers.