For some, what can start as a diversion can turn into an obsession. Wang Dong, 32, began watching broadcasts when he worked for bobo.com as a graphic designer. He said the content left him cold at first, but he soon found himself infatuated with one hostess.

"She had such a sweet smile," he said. “Every now and again she had this kind of feeling of sincerity, so I began watching her broadcasts every day.”

Wang began using his spare time to design personalised virtual gifts for her. He even helped her make a professional music video and met her in real life, but a non-virtual relationship never blossomed.

"We’re in contact occasionally... But I'm not as obsessed,” he said. “Perhaps it's because I feel reality is better after all."