What Drives Landlords to Use Live Streaming? Insights from 58’s Rental Platform Research

Project Design

Since the rise of live streaming, platforms like 58 have added live‑streaming features to their rental business. To understand market status, satisfaction, and user expectations, a research project was launched at the end of 2020.

Research Background

Only a few landlords actively use the live‑streaming function, while most are unaware of it. The study aims to expand the audience, explore drivers of usage, satisfaction, desired features, and reasons for non‑use among landlords who know about live streaming but have not tried it.

Research Plan

Qualitative interviews were conducted with eight landlords (ages 26‑50, first‑ and second‑tier cities): two heavy users (100+ streams), two light users (<10 streams), and four potential users who have accessed the management page but never streamed. Topics included live‑streaming scenarios, workflows, motivations, satisfaction, and expectations.

Subsequently, a nationwide quantitative online questionnaire was distributed via in‑app banners and SMS, collecting 358 responses to validate the qualitative findings and assess overall market performance.

User Behavior Analysis

Conversion Analysis

The conversion funnel was divided into four steps: awareness, prior use, use in the last month, and frequent use. By measuring conversion rates at each step, the study identified pain points and opportunities for optimization, as well as comparative performance across channels.

Matrix Analysis

Importance and satisfaction were plotted on X‑ and Y‑axes, creating four quadrants: strengths (high importance, high performance), improvement needed (high importance, low performance), low‑priority (low importance, low performance), and over‑delivered (low importance, high performance). This guides product iteration toward the most impactful areas.

Conclusion

The research built a comprehensive framework combining qualitative insights and quantitative validation, highlighting key factors for live‑streaming adoption and informing future product enhancements.

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