Beijing: Sina Weibo, the Chinese social media platform that counts 340 million monthly users, has been abruptly banned from showing video or live streaming services.

Sina Weibo had emerged as a rival to television networks, as the Chinese population shifts its media consumption to video, entertainment and news delivered via smart phone.

Staff members at a booth for Chinese microblogging website Sina Weibo at a conference in Beijing. Three popular Chinese internet services, including Sina Weibo, have been ordered to stop streaming video after censors complained they provided improper content Credit:AP

The Melbourne Cup and Australian Open were among the Australian sporting events that struck live broadcast deals with Sina Weibo in 2016.

The social medial platform is also regularly used by Australian tourism marketers.