The conversion of light alkanes to olefins is crucial to the chemical industry. The quest for improved catalytic performance for this conversion is motivated by current drawbacks including: expensive noble metal catalysts, poor conversion, low selectivity, and fast decay of efficiency. The in situ visualization of complex catalysis at the atomic level is therefore a major advance in the rational framework upon building the future catalysts. Herein, the catalytic C-H bond activations of ethylbenzene on TiO2(110)-(1 × 1) were explored with high-resolution scanning tunneling microscopy and first-principles calculations. We report that the first C-H bond scission is a two-step process that can be triggered by either heat or ultraviolet light at 80 K, with near 100% selectivity of β-CH bond cleavage. This work provides fundamental understanding of C-H bonds cleavage of ethylbenzene on metal oxides, and it may promote the design of new catalysts for selective styrene production under mild conditions.