On July 25, Thailand's best-selling list was very lively. "Bigo Live", which has been in the top ten best-selling list of iOS in Thailand since its official launch on March 12, ushering in its direct competitor "It'sMe". The latter rose three places in a row in one day, ranking eighth in iOS best-selling list, second only to "Bigo Live". At this point, the top 3 best-selling Thai entertainment category are all Chinese products.
Bigo Live is a product of YY Huya Times. It topped the top 1 free download list for Thai iOS social applications one month after it was launched. "It’sMe" was developed by a domestic listed company. It currently has regions on the shelves including Thailand, Singapore, Malaysia, Vietnam, Cambodia and Laos. Both live video software are developed by domestic companies and are mainly issued for the Southeast Asian market.
(1) Product comparison: All live broadcast
Popular videos, recording videos and searching users are the three main functions of the two live broadcast software. Users can give the broadcaster gifts and love when watching videos, and maintain real-time interaction. This is similar in function to domestic live video broadcast software. "Big Live" and "It'sMe" are basically the same in terms of functions, and the low registration threshold, wide audience and easy operation have made the video live broadcast platform more and more popular. In addition, Bigo Live can watch popular videos in different regions. "Bigo Live" distinguishes videos from more than 40 countries including Thailand, Indonesia, the United States, and the United Kingdom. Users want to watch popular videos from which country they want to watch.
(2) Promotion comparison: If you have internet celebrities, I use celebrity
"It’sMe" to focus on celebrity promotion. Shortly after "It'sMe" was launched, it invited the famous Thai pop band Summer Stop to promote it. Summer Stop's live concert on "It'sMe" attracted a large number of fans. This has also opened up a new publicity model, not only inviting celebrities to live broadcast daily life on the platform. This promotional method has made many celebrities want to "reside on" the "It'sMe" platform. For example, manifold queen Aum Kasiya and famous Thai art group I hear Band have all broadcast live on "It’sMe".
"Bigo Live" takes the "mass" route. "Bigo Live" invites more well-known local internet celebrities to promote it. For example, onboatz, a well-known Thai internet celebrity, often broadcasts Bigo Live. She has nearly 80,000 followers on Instagram. Bigo Live also often posts live videos on Facebook. On July 24, Beijing time, "Bigo Live" released a League of Legends live video on Facebook, attracting many League of Legends players to watch the live broadcast.
(3) User comparison: "Bigo Live" has attracted more ordinary netizens
The popular live videos on "Bigo Live" are mostly Thai users and have the characteristics of "popularity". Most of the live broadcasters are ordinary netizens. Watching the live broadcast on Bigo Live will find that Muslim women have also joined the live broadcast and are very popular and have received a lot of love and gifts.
Most of the live broadcasters of "It’sMe" are internet celebrities and celebrities, and most of the content is live broadcast of beautiful entertainment.
(4) In four years, 5 live video software seized the Thai market
In addition to "Big Live" and "It'sMe", there are three live video platforms in Thailand, namely "Talktalk", "hallostar" and "ishow". The three live video software entered the Thai market early, the earliest of which was Garena's "Talktalk", which was launched on the Thai App Store in June 2014. "Hallostar" also entered the Thai market in 2014, while "Ishow" began to be launched in the Thai market in 2015. "Talktalk" has about 480,000 Facebook fans and about 4 million yuan in monthly flows. On the Thai iOS bestseller list on July 25, "Talktalk" ranked tenth. The success of these three games in the Thai market has allowed many domestic large companies to discover the big cake of Thailand's mobile live broadcast market. Large companies have high initial investment and have experience in live broadcasting in China. For example, YY Live has already had a relatively mature operating model in China. In addition, the high similarity between Thai users and Chinese users has caused many large Chinese companies to seize the Thai live broadcast market.
Why is Thailand not other Southeast Asian markets? The Beluga community analyzed two reasons. First, the Thai market has a large demand for mobile video live broadcasts.Related to the local Thai culture, Thailand's unique scenery has attracted many foreign tourists. In order to meet users who have not been able to travel to Thailand, some live broadcast software has begun to broadcast content on topics such as "Take You to Thailand"; the number of Thai stars is very large, but due to the fierce competition, only a few first-tier stars can star in film and television programs, which has caused many second- and third-tier stars to promote themselves through live videos. Such a huge user demand has driven the development of live video broadcasting in Thailand.
Second, Thai users are highly similar to Chinese users. Moreover, Internet users in Thailand are relatively young, with 74% of users aged 15-35. Thailand is a country with very strong sociality, and social media is popular with 88.6% of the Internet users surveyed. In addition, video live broadcast has already developed a mature development model in China. Whether it is a new video live broadcast software developed mainly for the Thai market or a well-known live broadcast platform in China, going overseas to the Thai market will have certain advantages.
Currently, mobile video live broadcasts are also beginning to show signs of popularity in the Vietnamese market. The latest ranking shows that "Bigo Live" has jumped to the second place in the Vietnam iOS best-selling list, with a ranking of 29 places. The Vietnamese market is highly similar to the Thai market. The beluga community will follow up on how mobile video live broadcast develops in Vietnam in the future.
