网络主播 (wǎngluòzhǔbō): live streamer

网络主播 covers everyone livestreaming on 抖音 (Douyin), 快手 (Kuaishou), 虎牙 (Huya, gaming), 斗鱼 (Douyu, gaming), and 淘宝直播 (TaoBao Live, e-commerce). The 直播带货 (livestream selling) wave around 2019-2020 turned top streamers like 李佳琦 and 薇娅 into household names.

usage

主播 alone (just 'host / broadcaster') is the everyday word; 网络主播 adds the explicit 'online' framing common in news and policy contexts. For specific niches: 游戏主播 (game streamer), 带货主播 (sales streamer), 户外主播 (outdoor streamer).