BIGO Technology specializes in the development of video services whose audiences continue to grow. 60-70% of the audience of BIGO services are active consumers from Generation Z. Placements in the social platforms are available to advertisers via the standard Yandex Advertising Network auction in Yandex.Direct.
Users of BIGO social platforms are especially engaged in the consumption of video content. According to data from App Annie, Likee users spend an average of 43 minutes a day in the app. By comparison, figures for users of competing platforms like YouTube and Instagram stand at an average of 40 and 53 minutes per day, respectively. Celebrity activity inspires 20% of the platform’s users actively create content themselves. This is the main advantage of targeting Generation Z users on the platform: their contact with ads takes place in a positive environment where they are already watching content they enjoy.