Real Talk: Livestreaming in Singapore is tougher than in other countries

I'm Vietnamese and currently working as a creator in Singapore, focusing on marketing products through livestreams with daily sessions. Yesterday, a friend from Vietnam came to visit and was really surprised by the relatively low number of views and orders here compared to TikTok Live in Vietnam, even though the Gross Merchandise Value (GMV) might be the same. They mentioned that for small creators in Vietnam, hitting 10,000 viewers during a livestream session is quite achievable, with peak viewership reaching 200-300. But anyone who has done livestreams in Singapore knows that these numbers feel like a dream, you really need to invite famous KOLs just to get close to that.

Livestreaming in Singapore is definitely much more challenging than in other Southeast Asian countries, and there are several reasons for that (my opinion):

1. Singapore's population is relatively small, and the fast-paced lifestyle here means that people are often very busy. Most Singaporeans have demanding work schedules and numerous commitments, leaving them with limited free time. As a result, finding individuals who can tune into TikTok and watch long livestreams is quite rare. Unlike in larger countries where there may be a greater pool of viewers available at any given time, Singapore's compact audience means that creators face a tougher challenge in attracting and maintaining viewership during their livestreams. This scarcity of available viewers makes it essential for creators to be strategic about their content and timing, ensuring they capture the attention of those few who do have the time to engage.

2. They have preference for shorter content. Many Singaporeans prefer shorter, more digestible content, such as quick videos or posts on social media. This preference can make it challenging for longer livestreams to capture and hold their interest.

3. Many Singaporeans might not see the value in watching livestreams, particularly if they are accustomed to traditional shopping methods or other forms of entertainment. In Singapore, shopping has long been associated with physical retail experiences, where customers can see, touch, and try products before making a purchase. This tactile experience is difficult to replicate in a digital format, and many consumers may feel more comfortable making decisions based on in-person interactions.

4. Singapore doesn't really have any standout KOCs in the livestreaming scene, which makes it hard for viewers to trust creators in this space. Without recognizable figures to endorse products, potential viewers might be skeptical about the authenticity of the livestreams, making it tough for creators to build credibility and a loyal audience.

   
   

5. The current income for livestreamers in Singapore is relatively low, which can lead to content creators feeling less motivated to produce new content. This results in viewers getting bored, as there isn’t fresh or engaging material to watch. Consequently, many people don't develop the habit of tuning into livestreams for entertainment.

I believe that any profession can be recognized and developed if the person behind it puts their heart into it. If you're looking to become a creator, feel free to reach out to us!