Seeking Love and Companionship through Streaming: Unpacking Livestreamer-moderated Senior Matchmaking in China

Livestreamer-moderated matchmaking has gained wide popularity among the elderly population in China. Compared to algorithm-mediated online dating, it is characterized by (1) the mediation of matchmakers in a synchronous virtual environment and (2) the natural development of livestreaming-based matchmaking communities. Nonetheless, how these new features influence single seniors’ match-seeking remains unknown. To fill this research gap, we conduct a qualitative study consisting of observations and semi-structured interviews with 6 livestreaming matchmakers and 12 senior match-seekers (age: 50-70). We uncover matchmakers’ mediation roles during and beyond livestreaming to facilitate seniors’ match-seeking, and their additional duties to enhance seniors’ safety in this process. Livestreaming-based matchmaking communities afford multiple important values for single seniors to acquire companionship and help in seeking late-life love. We unpack the perceived benefits and challenges of livestreamer-moderated matchmaking, and discuss how to support single seniors’ match-seeking in an accessible, safe, and convenient manner.