CAMIA: Vietnam’s live streaming APP market seems to have reached saturation in 2018

In April 2011, YouTube launched a new feature, YouTube Live, which allowed users to broadcast live on the platform. At that time, live broadcasting was still a relatively unfamiliar concept to many Vietnamese users. It was not until the emergence of VNG's TalkTV (originally known as Cctalk) in early 2014 that the Vietnamese live broadcast market began to undergo a dramatic change. Focusing on game live broadcasting and celebrity live broadcasting, TalkTV quickly attracted a large number of users.

After TalkTV, the Vietnamese live broadcast market has witnessed the entry of many domestic and foreign players. Typical players that emerged later include IdolTV (VTC), 88sao, Hallostar, StarTV, etc., and these platforms also focus on developing celebrity live broadcast sections like TalkTV. Some international players such as Twitch and Azubu target the game live broadcast section of the market.

Live streaming in Vietnam really became popular when Facebook launched its live streaming feature to the public. Since the beginning of 2016, live streaming is still the focus of many Vietnamese users.

Currently, Internet users in Vietnam account for about 70% of the country's total population (64 million+), of which social media users account for about 53 million. Many players are vying for a share of this market. In addition to Youtube, Facebook, TalkTV (VNG), Twitch (Amazon), Bigo and other players, Vietnam VTV has also entered the live broadcast market with its product VTVGo.

TalkTV initially occupied the largest share of the Vietnamese market, but as more and more international players joined, TalkTV's share gradually shrank. Now the market share has gradually shifted to international players such as BIGO LIVE, Cube TV, Nonolive, and V LIVE.

(Some market players)

Nowadays, the Vietnamese live broadcast market seems to have reached saturation, and is generally in a relatively calm/stable state. Old players have stabilized their market positions, and it may not be so easy for new players to join.

Source: CAMIA