Where Are Bigo Users Really Spending Their Time?

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  Short Videos or Livestreams? Where Are Bigo Users Really Spending Their Time?

  In the era of digital entertainment, platforms must compete fiercely for user attention. Among them, Bigo Live stands out for offering both short video content and real-time livestreaming—two powerful formats that cater to very different user behaviors. But when it comes to how users actually spend their time on Bigo, a clear trend is emerging: livestreams still dominate.

  While short videos offer quick bursts of entertainment, Bigo Live’s core identity and engagement strength lie in its interactive livestreaming ecosystem. Users aren’t just passive viewers—they are active participants. This is what sets livestreams apart. A viewer can chat with a host, send virtual gifts, appear on a co-stream, or even become a broadcaster themselves. This interactivity creates a sense of connection and community that short videos can’t replicate.

  Livestreams on Bigo range from casual chatting sessions and music performances to makeup tutorials, gaming broadcasts, and even talent shows. Many users report spending hours each night watching their favorite hosts. According to recent usage data, an average Bigo Live user spends significantly more time on livestreams than browsing short videos, sometimes engaging with a single host for over an hour per session.

  So why do livestreams win more screen time? The answer lies in real-time presence and emotional engagement. Livestreams offer unpredictability, personal attention, and a sense of belonging. Viewers enjoy being noticed by the host, having their comments read aloud, or receiving a thank-you when they send digital gifts. It’s more than entertainment—it’s social interaction.

  That’s not to say short videos don’t have their place. Bigo’s short video section has grown in recent years, providing users with quick updates, funny moments, behind-the-scenes clips, and bite-sized talent showcases. They serve as a gateway: many users discover new hosts through these short clips and then transition into the longer livestream experience. It’s a smart content funnel that brings exposure to new creators while keeping the audience curious and engaged.

  Another key point is how virtual gifting plays a bigger role in livestreams. Users are more likely to spend money during a live session than while watching a short clip. The social pressure of gift rankings, the thrill of being acknowledged by the host, and the competitive atmosphere among top fans all drive user engagement and spending behavior during live broadcasts.

  In regions like Southeast Asia and the Middle East, livestreaming also aligns with cultural habits—late-night conversations, group hangouts, and talent sharing have all naturally migrated to the Bigo platform, further increasing livestream viewership.

  While short videos may be rising in popularity across other platforms, Bigo’s user base clearly prefers the depth and immediacy of livestreams. It’s not just about consuming content—it’s about being seen, heard, and connected.

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