Home Make Money Online The rise of creator-first live streaming platforms in India

The rise of creator-first live streaming platforms in India

by Lottar


The internet has created many opportunities for creative people to make money online. In this era, writers, musicians, filmmakers, and other content creators can all share their creative visions with an appreciative audience—that’s how the creator economy is evolving.

Simply put, the creator economy is a large group of independent creators, curators and community builders who build independent, technology-enabled digital businesses using software and financing tools that enable them to monetize their content. Affordability, accessibility and ubiquity of creation tools were the most important factors for creators to supplement their income, and this trend increased when stay-at-home measures were introduced.

India is a country of more than 50 million content creators spread across global applications. The global creator market size has also seen significant growth to over $104 billion.

The era of live streaming

For years, the creator economy has taken many forms. One of the newer niches of the creator economy is live streaming, which provides an ultimate way for talented people to express themselves to a wide audience. Platforms that come with integrated real-time gamification, powered by microtransaction-led gifting options, have successfully hooked masses in a very short span of time. With a vision to democratize monetization for every content creator, these platforms empower fans to live chat, connect, engage and build communities with their favorite live streamers in their preferred languages.

Create value for users and streamers

Live streaming is the true creator economy, with fans opening up to their favorite live streamers with all their heart, trust and confidence. It is worth noting that a large number of female live streamers are now moving towards an aspirational lifestyle based solely on their earnings on the app. People mainly from Tier II and Tier III towns use the money earned for paying EMIs or the school fees of their children.

Role of Content IPs in Live Streaming

Emerging live streaming platforms are focusing heavily on live entertainment and social gaming and are investing heavily in developing game-led engagement features to strengthen their leadership position and bring innovations to its users. So they are building a one-stop destination for content lovers who can get value created for them through the earning opportunities on the platform. Live streaming platforms have started introducing content IPs as a step towards bringing more live entertainment to all users and bringing them closer to their favorite entertainers.

Interestingly, live streaming platforms today make as much revenue as any Indian content app, be it a short video app or any other app, without any ad revenue. This disproves the myth that users may not spend to watch live content when recorded content is available for free on YouTube or shot video apps.

Tier I and Tier III towns in India see real-time interaction of live streaming as a mode to connect, share and exchange emotions, interact with and build communities in the rawest form, with their favorite content creators in real-time. Making purchases to give gifts is of high perceived value to them and is not seen as paying for content.

Let’s take the example of Tencent’s most mainstream platform, Kuaishou, which was launched in 2011. It is especially popular with older users outside China’s Tier I cities and outside mainland China. Kuaishou’s focus is on Chinese rural life and its non-conventional content is perhaps what makes it all the more popular.

Overcoming moderation as a challenge

While live streaming has its own fun and benefits, it also comes with challenges. Live streaming and content moderation are inseparable. While comprehensive community guidelines help companies maintain a safe environment for self-expression and creativity, content moderation is critical to making sure those guidelines are enforced. Platforms need to be proactive and enable the right mechanisms to ensure that these areas are regularly reinforced for the trust and safety of both users and content.

Although artificial intelligence and machine learning are helping significantly to address the large volume of content that needs moderation, human intervention is still required. Multiple layers of content moderation must occur on the platform. These include technology-enabled moderation, manual moderation and community moderation. The combination of these three ensures ‘clean content’ flow on the platform.

The way forward

In India, live streaming platforms are focusing on widening the avenues of the app through which content creators can earn live interactions with their fans on the platform. New monetization streams will be introduced for creators in the coming years. To create more value for all creators and users, the apps will continue to innovate with categories like social gaming, find new ways for content creators to monetize consumer spending, and open up the platform for brands to leverage live streaming engagement.

(Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of YourStory.)



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