The term 主播 (zhǔbō) is more than just a job title; it's a window into modern Chinese society and its “livestreaming economy” (直播经济 zhíbō jīngjì). While the West has “influencers” and “streamers,” the Chinese 主播 often operates on a different scale and with a unique purpose, especially in e-commerce. In China, being a 主播 is a highly visible and aspirational career path. Top e-commerce streamers, like Li Jiaqi (李佳琦), are national celebrities who can sell hundreds of millions of dollars' worth of products in a single broadcast. This has deeply integrated livestreaming into the fabric of Chinese retail and consumer culture. Unlike a typical Western influencer who might post a sponsored ad, the 带货主播 (dàihuò zhǔbō), or “goods-carrying streamer,” engages in a live, interactive, and high-pressure sales event that blends entertainment with commerce. This role reflects the fast-paced, entrepreneurial, and highly digitized nature of modern China, where digital connection and consumerism are powerfully intertwined.
The meaning of 主播 is highly dependent on the context.
This is the original, more formal usage. It refers to a professionally trained journalist or host in traditional media.
This is the most common usage today, referring to online content creators who broadcast live. It's usually informal.