直播 (zhíbō) is one of the most important terms for understanding contemporary Chinese culture and its digital economy. Its significance goes far beyond its simple translation. While the West has platforms like Twitch for gaming and Instagram for social live streams, China's 直播 ecosystem is on a different scale, particularly in its fusion with commerce. The concept of 直播带货 (zhíbō dài huò)—“selling goods via live stream”—has transformed retail. Influencers, known as 主播 (zhǔbō), can sell millions of dollars worth of products in a single session on platforms like Taobao, Douyin, and Kuaishou. This creates a unique cultural dynamic. The relationship between a 主播 (zhǔbō) and their audience is highly interactive and personal. Viewers don't just watch; they participate through real-time “bullet comments” (弹幕, dànmù) that fly across the screen, ask questions about products, and send virtual gifts (打赏, dǎshǎng) to show support. This blurs the line between entertainment, social connection, and shopping, creating a powerful form of community-driven commerce that is far more integrated into daily life than in the West. It represents a shift from passive consumption to active, community-based participation.
直播 (zhíbō) is used constantly in everyday conversation, on social media, and in business.
You use it to refer to the event itself. `* 你看昨晚的直播了吗？ (Nǐ kàn zuówǎn de zhíbō le ma?) - Did you watch last night's live stream?` `* 这个直播太有意思了！ (Zhège zhíbō tài yǒuyìsi le!) - This live stream is so interesting!`
You use it to describe the action of broadcasting live. `* 我今晚八点要直播。 (Wǒ jīnwǎn bā diǎn yào zhíbō.) - I'm going to live stream at 8 PM tonight.` `* 他靠直播打游戏赚钱。 (Tā kào zhíbō dǎ yóuxì zhuànqián.) - He makes money by live streaming himself playing games.` The term is generally neutral but often carries a positive, modern connotation associated with technology, entrepreneurship, and entertainment.