Flirting, flowers and friendship

The hostesses are predominantly singers, playing to an audience that is 90 percent male, and mostly between the ages of 20 and 35. Acting cute is okay. Anything explicitly sexual is off limits.

One hostess, Xiao Yue, 21, makes anything between a few thousand and more than ten thousand yuan ($1,600) a month getting users to send gifts. She explained how a rapport can develop between a hostess and her online fans.

"We don’t know each other but as time goes on, there's this indescribable feeling,” she said. “They really support you, and their support improves your self-esteem.”

"We have very strict rules for the users," said Zuo Ming, head of operations at bobo. “We have very clear rules about what you can do and what you cannot do.”

In total there are about 50 Internet companies in China running video chat services. The platforms typically take a cut of between 50 and 70 percent.

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."