There's always a first, and those that are first at something popular will always have the advantage over their competitors. I'm sure it will get more defined, and refined as time goes on. It seems pretty impressive to me as it is right now.

It seems petty that there are some that think it will be a flop because military time is used for the shows time instead of a.m. and p.m., as well as some shows running live as late as 11 p.m. Eastern time. The whole world doesn’t tell time using the 12 hour clock (a.m. and p.m.)
https://sourcetacticalgear.com/military-time/

Just because it is 11 p.m. in NY for example doesn't mean it is late in the day in Asia.

Where is live shopping most popular today?
https://emplifi.io/resources/blog/live-shopping-statistics

Seems like late shows in the US would be prime time in China. Those bedwetters that live in their parent's basement and have a bedtime curfew keeping them from watching the live events can always watch it later after nappy time.
https://youtu.be/Iw9NvkMR1Ws