Latest News: Live Streaming in Asia: Trends, Opportunities, and Challenges

The live-streaming industry in Social Commerce Asia has been on a rapid growth trajectory, driven largely by high smartphone penetration, changing consumer habits, and the increasing availability of affordable internet. With Southeast Asia and East Asia seeing a shift in media consumption habits, live streaming has become a key part of entertainment, social interaction, and even shopping. Here, we’ll explore the latest live-streaming trends in Asia, including the influence of mobile streaming, the competition between digital platforms and traditional TV, and what this means for brands and marketers.

Mobile Streaming’s Dominance in Asian Markets

With 90% smartphone penetration across Asia, mobile streaming has taken center stage. Markets like Indonesia, Vietnam and Malaysia are at the forefront, where more than 60% of viewers now consume content primarily on smartphones. This trend has redefined entertainment and commerce in these regions, enabling influencers such as, Malaysia KOL, Indonesia influencer and Vietnam KOL for example, to stream live events, product launches, and real-time conversations on the go. Indonesia, for example, has become one of the biggest consumers of mobile-streamed content, with younger audiences relying almost exclusively on mobile devices for their entertainment.

Countries with higher internet penetration, such as Vieynam and Malaysia, also show strong adoption of live-streaming platforms, driven by widespread access to high-speed internet and a culture of digital interactivity. Mobile-first platforms like TikTok Live, YouTube Live, and regional apps like Bigo Live are thriving, thanks to their easy-to-use interfaces and real-time engagement features.

The Role of Traditional TV and Ad Budgets

Despite the rapid adoption of digital media, traditional TV still plays a significant role in Asia’s media landscape, especially in terms of ad revenue. According to recent reports, TV retains 68% of Asia’s media ad spend, demonstrating the resilience of linear TV. While digital ad budgets are increasing, television remains a preferred medium for reaching mass audiences. This is especially true in countries like Taiwan, where nearly 98% of households still watch TV, even as internet penetration reaches similarly high levels.

For advertisers, this dual reliance on both digital and traditional media requires a cross-channel strategy. While digital platforms allow for targeted, real-time engagement, TV provides broad reach and perceived credibility. As budgets tighten and brands seek cost-effective advertising solutions, this balance between digital and traditional media will become increasingly essential.

The Rise of E-commerce Live Streaming

Asia’s e-commerce boom has also fueled the popularity of live-streaming as a sales channel, particularly in markets like China and Southeast Asia. Platforms such as Taobao Live in China and Shopee Live in Southeast Asia have pioneered a model where influencers and brands showcase products live, interact with viewers in real-time, and enable purchases directly within the stream. This unique blend of entertainment and shopping—sometimes called “shoppertainment”—has proven highly effective, with some brands seeing substantial boosts in sales through live-streaming events.

E-commerce platforms are doubling down on live-streaming, recognizing its power to drive sales and build community. Viewers can ask questions, receive discounts, and make purchases instantly, creating a highly interactive shopping experience. This trend is especially appealing to younger audiences who prefer interactive, experience-based shopping over traditional browsing.

Key Challenges for Live-Streaming Platforms

As live streaming grows, platforms face several challenges. One primary issue is content regulation, as governments across Asia work to monitor and control content in the live-streaming space. For example, in markets like China, platforms must comply with strict regulations on content moderation and user data. These regulations can be complex to navigate for companies looking to expand their live-streaming services across multiple countries.

Additionally, the need for reliable infrastructure is a challenge in developing markets where internet stability varies. While smartphone penetration is high, rural areas may lack consistent, high-speed internet, limiting the reach of live-streaming platforms. Brands and platforms must consider these factors as they look to scale live-streaming services across diverse regions.

What This Means for Marketers

For brands, live streaming in Asia presents immense potential for audience engagement, especially among young and digitally savvy consumers. However, to succeed, marketers need to embrace a multi-channel approach. By combining live streaming with traditional media and social media strategies, brands can maximize their reach while providing an interactive and personalized experience for consumers.

Adopting a cross-channel approach allows brands to leverage the power of live streaming while maintaining the credibility and reach of traditional media. As the competition for audience attention intensifies, the brands that can effectively engage consumers across multiple platforms are more likely to succeed.

The Future of Live Streaming in Asia

Looking ahead, the live-streaming industry in Asia is poised for further growth. With advancements in 5G and AI-driven recommendation algorithms, live streaming will become even more personalized and immersive. Platforms will likely incorporate new technologies to enhance user engagement, such as augmented reality (AR) and virtual reality (VR), creating more dynamic experiences.

As the demand for live-streamed content continues to rise, Asia remains a crucial market to watch. For brands and advertisers, understanding these trends and adapting to evolving consumer behaviors will be key to staying relevant and capturing the attention of this rapidly growing audience.