The present disclosure describes techniques for generating live streaming video data and playing live streaming video. The techniques comprise obtaining live broadcasting video data; identifying a target object in a video frame; determining a target area based on the target object in the video frame; encoding data indicative of the target area based on a predetermined format for supplementary enhancement information to obtain encoded target area data; and adding the encoded target area data to a data packet corresponding to the video frame, wherein the data packet is encoded based on a predetermined video data format, and wherein the predetermined video data format and the predetermined format for supplementary enhancement information are mutually compatible data encoding formats.