Video streaming apps are finding huge success in Asia. Here’s their secret.

Image Credit: Pixabay.

Mobile video streaming is rapidly redefining the way we consume media. The popularity of video streaming apps is at an all-time high in Asia. In China alone, live streaming is set to be a US$5 billion market by 2018, according to App Annie.

While Netflix and YouTube are internationally well-known brands, App Annie reports that other apps are outperforming the media giants in terms of revenue in Asia. Here are the apps and some insights on a trend that’s secretly taking over Asia.

Live streaming is winning our wallets and hearts

“I want to become a Youtube star.” Not an astronaut, doctor, or news reporter.

From the UK to Japan, kids are increasingly listing being an online streamer as one of their ambitions.

And how are online streamers making money? Microtransactions.

The inbuilt monetization model complements the live streaming experience. Like what you see on screen? Instantly purchase a small gift or donate to the streamer directly. These can be “star balloons,” fuelling South Korean streamers, or even a Ferrari.

The gratification is instantaneous. The personality is likely to acknowledge the fan’s presence, and the fan sees his contribution in the stream itself.

Comments and gifts flood the screen. Image credit: The Bridge.

No wonder talent is flocking to live streaming. Live streaming offers an additional broadcast opportunity and potential fame for aspiring performers. This brings in advertising dollars and freebies, ranging from video equipment to products or even the chairs live streamers sit on. With adoring fans or grateful viewers purchasing virtual gifts, these sales also offer revenue-sharing opportunities.

Itching to learn more about how to build a video streaming app in Asia? Download App Annie’s 2016 Video Streaming in Asia Report now by filling in the form below.

Asia prefers localized content

Many of us are enthralled by Netflix’s offerings such as Stranger Things and House of Cards. But while Netflix is strong across the region with its internationally popular Hollywood-production shows, there is still a strong preference for local content.

In South Korea, Pooq focuses on Korean products like reality shows and dramas. Same for iQiyi, whose main offerings are popular Mandarin shows, ranging from modern shows to period dramas with fancy kung-fu visual effects.

Live streaming apps also recognize these local preferences. In Japan and South Korea, pop culture is dominated by pop idols and celebrities. Apps like Showroom and V – Live Broadcasting are dedicated to live streaming local celebrities in intimate settings. A half hour with Korean pop act Big Bang is likely to earn more in the country than a TV show featuring Neil Patrick Harris.

A screenshot from V Live App, where Korean celebrities talk about their blood types (yes, medical information is not off-limits), and other personal details with fans.

Netflix has made significant efforts to localize content and is even commissioning shows in Asia to meet this demand.

Video apps could do with these best practices

If you want to be a top-earning live streaming app in APAC, here are some further recommendations from App Annie’s report on best practices from case studies, and data compiled by App Annie Intelligence.

First, play to the strengths of devices and platforms. Streaming apps should optimize screen space, and create a better user interface. For example, Showroom’s landscape orientation creates a theater-like experience. Viewers are virtual avatars, possibly allowing them to feel more at ease while engaging with the performer.

Next, live streamers should make use of technological innovations to deliver a world-class experience. For example, technology like augmented reality (AR) and facial recognition technology can enhance customers’ viewing experience. Apps like Inke also offers sound equalizers to allow streamers to tune their voices while they sing live.

Don’t sit back and watch the money come in: take engagement offline. Many live streaming apps already offer a revenue-share model with top streamers. To set yourself apart, create events and competitions that encourage engagement from both streamers and viewers. For example, V Live offered top streamers and fans opportunities to win prizes – including real-life meetups.

If you’re a video app developer, that’s good news. If you’re a consumer, you may soon find that your mobile screen is too small.

About App Annie

App Annie delivers the most trusted app data and insights for your business to succeed in the global app economy. Over 700,000 registered members rely on App Annie to better understand the app market, their businesses and the opportunities around them. The company is headquartered in San Francisco with 450 employees across 15 global offices. App Annie has received $157 million in financing, including from investors such as e.ventures, Greenspring Associates, Greycroft Partners, IDG Capital Partners, Institutional Venture Partners and Sequoia Capital. Learn more at www.appannie.com.

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