Why Baidu Is Betting on Knowledge Live Streaming: Strategy and Market Insights

On May 15, Baidu’s CEO Li Yanhong hosted a 70‑minute live broadcast with Fan Deng on the Baidu app, focusing on reading and personal development rather than product sales. The stream attracted more than 9.2 million viewers, surpassing one million viewers within the first ten minutes.

The broadcast highlighted Li’s book recommendations, including titles such as Bridge Cards for Beginners , The Hard Thing About Hard Things , Principles , and classic Chinese novels, positioning the event as a knowledge‑sharing session rather than a commercial sales pitch.

Analysts view the event as a strategic move for Baidu to promote its live‑streaming platform. By emphasizing “knowledge live streaming,” Baidu aims to differentiate from the crowded entertainment and e‑commerce live‑streaming market, leveraging its core competency in search to deliver targeted, information‑rich content.

Market data shows rapid growth in China’s live‑streaming sector: by 2020, online live‑streaming users are projected to reach 526 million, with live‑commerce sales exceeding ¥9.16 trillion. Baidu’s large user base (over 2.3 billion daily active users across its ecosystem) and its extensive creator network (2.2 billion content creators, 60 k partner institutions, 50 k experts) provide a solid foundation for scaling knowledge‑focused streams.

Historically, Baidu has experimented with live video since 2013, launching projects such as the Xiaodu i Camera and Baidu Park, which streamed scenic locations. The company now seeks to revitalize live streaming by focusing on educational and informational content, aligning with its search‑driven DNA.

To accelerate growth, Baidu announced a “聚能计划” (Energy‑Gathering Plan) offering ¥5 billion to support 1,000 star anchors and a “百川计划” (Hundred‑River Plan) allocating ¥500 billion of traffic to creators. The platform also promises higher revenue‑share rates (up to 80 %) for partner agencies, compared with the 50‑60 % typical on competing platforms.

Challenges remain, including retaining audience attention without the high‑energy stimuli of e‑commerce streams and ensuring a steady supply of charismatic knowledge hosts. Baidu’s success will depend on its ability to convert its search‑engine traffic into engaged viewers for educational live content.

Overall, Baidu’s entry into knowledge live streaming reflects a broader industry shift: as users grow weary of pure entertainment streams, platforms that can deliver valuable learning experiences may capture new market share and reinforce Baidu’s position as a knowledge‑centric internet leader.