Live streaming services refer to the delivery of video content in real time, as it happens, by broadcasting it to a remote audience over the internet. It has evolved into a massive industry. Every day, millions of users tune in to live streams on various platforms to watch a wide range of content. Not just that, video content is the primary revenue source for various well-established platforms around the world, including some of the biggest tech companies. Notable revenue streams include advertising, subscription, transactional VOD, in-line viewing of sponsored content like games, IAP (in-app purchases), micro-charity, or tipping in APAC for content across live streaming Singapore, video, and podcasting. Not only do platforms make money, their content creators also generate substantial profits, attracting both full-time and part-time streamers.
Since 2016, live streaming has become more prevalent in Singapore. Many platforms are currently streaming a wide range of content ranging from tutoring services to live music performances, but their primary draw is the gaming sector. Brands, too, are clamoring to enter this rapidly expanding industry. A good reason for this is that users have started paying for streaming content. Based on these developments, it seems timely to look at the current market landscape in Singapore, with several well-established live streaming service up and running and seeing some success. This article is the first of its kind to take a detailed look at live streaming service provider in Singapore. We will start by looking at the technological infrastructure that their platforms are built on. Next, we will compare their monetization strategy and challenges faced in their industry followed by a deep-dive into the online video services tech stack at each platform. In addition, we will also explore the respective data management platforms used. Finally, we will conclude with an overview of the future direction in the industry.
Definition and Evolution of Live Streaming Services
Live streaming service is a relatively new concept compared to other online streaming platforms. It was first made available to the general public in 2011 on Quora and Justin.TV and initially gained its audience from platforms such as Justin.TV and Ustream, where live stream services were introduced for e-sports events. Gradually, live stream services saw a shift in customer behavior towards more casual streamers, which included cooking shows, chat streams, and personal interest-related content. This change occurred when gaming live streaming platforms such as Justin.TV rebranded to Twitch to focus on more niche streaming services for different interests or hobbies.
Up to now, live streaming services have grown to be a multi-billion-dollar industry, with live streaming services currently active in various domains such as Zoom (for B2B web-based video conferencing), Cisco WebEx video (for B2B web-based video conferencing), Ustream (for live events broadcasting), and Ustream.tv. Twitch, Facebook Live, and YouTube Live make live streaming service commonly available for the masses. Over the years, there have been many technological leaps with the invention of video codecs and the rise of transcoding services. Live streaming services have indeed come a long way from their inception in 2011, and with the boom of faster internet services, CDNs, and video compression codecs having better capabilities, most user devices nowadays are capable of supporting these platforms.
Market Landscape of Live Streaming Service Providers in Singapore
Audiences today are drawn to live TV and sports streaming, and this appetite is being taken advantage of by the several live streaming service providers that have emerged. Each of these organizations has its own distinct competencies and they are all operating in a very dynamic external environment. This chapter takes into consideration the market landscape in the context of Singapore in order to provide a more complete view. Currently, there are no dedicated independent development houses present in Singapore. However, a complete picture could not be obtained because of our inability to interview one of the key players in the market. However, based on what we have gathered up to this point, a partial snapshot of the market has been presented herein. An ‘Analysis of the Market Landscape’ is presented, which is specifically designed from the point of view of the market in Singapore.
This section presents the current market landscape in Singapore. In particular, this section identifies the major players in Singapore who offer live TV sports streaming capability and the platforms they operate on. It delves into the market in Singapore, which offers sports streaming capability to its inhabitants, the dynamics of the market, and the capabilities of the platform. Through primary and secondary research, the market competitiveness and landscape in Singapore are regarded in this current section. Though a complete understanding of the market could not be developed due to time constraints and unwillingness on the part of the industry players to reveal trade secrets, it can be said that the information obtained through the interviews was valuable.
Key Players in the Singaporean Market
As of 2018, the key companies in Singapore that provide live streaming services include StarHub, M1, Singtel, followed by TPG. Herfindahl-Hirschman Index (HHI), which is used as a standard tool to represent the degree of competition within a market, shows that in terms of market share in 2018, StarHub and Singtel were the two primary players with HHI values of 2150 and 1925, respectively. From this, we can see that the Singaporean live streaming service market is somewhat concentrated. As shown in Fig. 6, StarHub, M1, and Singtel provided live streaming services as add-ons to their existing telecommunications services. In fact, TPG’s upcoming launch of its live streaming service offering at a low monthly fee will be a rarity within the Singaporean telecommunications landscape. With such a unique strategy, it will be useful to know how the Australian broadcasting environment influenced its decision to adopt this business model. Conceptually, TPG’s launch of its own service could also violate the expectations because it is the most recent entrant to the market, and mimicking those who have already been successful in the broadcasting venture can be expected.
TPG’s business model could potentially pose some threats to other live streaming service providers. In 2018, while the combined pay-TV subscribers of StarHub and Singtel exceed 822,000, the number of subscribers of Netflix and Viu (which also provides a few selected live streaming channels) were 230,000 and 660,000, respectively. Assuming that these two figures at least overlap to some extent, at a minimum, at least 108,000 people subscribed to Netflix and do not subscribe to a pay-TV service. If TPG is able to provide a cheaper stand-alone sports live streaming service through their low monthly fee model, it stands to reason that M1, Singtel, and StarHub are all susceptible to customer churn. Consequently, by examining what the top live streaming service providers offer in detail, we hope to gain a deeper understanding of the Singaporean market for this sector.
Technological Infrastructure and Features of Live Streaming Services
Live streaming services send video, audio, and associated metadata to clients via a network in real-time. The successful delivery and viewing of the end product greatly depend on several factors, which include bandwidth, video quality, and resolution. Audio and video signals are digitized before they are processed and transmitted through the network. When these are received, they are converted back to analog form to be viewed and listened to. The technologies used for this include analog and digital video cameras, digital video interconnection standards, production switchers, video servers, dissolves and wipes, chroma key and picture-in-picture effects, graphics tools and character generators, special effects, digital audio equipment, audio control room equipment, studio headsets, microphones, audio mixers, audio processors, and modulation and transport equipment. The communications medium of live streaming has evolved rapidly, moving from telecommunications circuits to the current days cable or satellite TV networks. The industry has for years relied on a local cable called Community Access TV.
The technologies used by live streaming service providers have made it possible for consumers to benefit from several features. One of the popular and broadband-delivered features is Video on Demand (VoD). More than sixty percent of live streaming subscribers use VOD. VOD can provide a subscriber the ability to pause or rewind the content for viewing. Telephone companies also provide a feature called video calling, in which a participant can view their caller. Video conferencing and e-education are some of the internet-available features. These programs are delivered using Voice-over Internet Protocol. In addition, by using this technology, a WiFi phone can also send and receive voice calls via public hotspots. The technology has also been used to transmit musical performances in high-definition audio and video. This is directed to the living room display through a home theatre system. The living room-based service is being branded as “BroadbandTV.” A program guide locates users in a vast array of on-demand and live streaming sports, movies, and programming metadata. Users are also provided with ratings, reviews, and recommendations from experts and users.
Video Quality and Resolution
Live streaming video quality is crucial to user experience, as it is the main factor determining whether the content viewed is appealing. Factors determining streaming video quality include frame rate, the resolution of the image, bitrate, compression, quality of source content, network conditions between the content source and destination receiver, and playback device characteristics. Frame rate refers to the number of frames shown within given seconds; the higher the playback frame rate (PFR), the smoother the motion. Video resolution represents the dimensions of the picture frames shown, and it plays an important role in determining the perceptual image detail. A parameter of image quality that relates to the resolution is called the spatial resolution, which can be made up of different pixel resolutions.
The choice of video resolution and frame rate has often been used in practice to describe the term video quality to optimize image quality based on a trade-off between perceptual quality and bit rate. The resolution at which image contents are available is also streaming server-driven, and different delivery selections bring various degrees of video quality. Specifically, a high-definition video has a 1920 pixel width, while an enhanced definition video has a 1080 pixel width. A standard definition video, on the other hand, comes with about 720 pixels width. The viewing monitor and the available bandwidth of the client can enable or disable the video quality. Thus, the higher the video resolution, the better the video quality in terms of overall aesthetic appeal.
Monetization Strategies for Live Streaming Service Providers
The chapter examines live streaming service providers’ monetization strategies. It also briefly discusses intellectual property rights. With the proliferation of digital streaming platforms, generating revenue from content has grown to be a primary concern for service providers. In the live streaming industry, various options to monetize content are provided, with subscription models and pay-per-view options being the preferred. This chapter presents the economic aspects of live streaming and analyzes – in particular – subscription and pay-per-view options.
In conclusion, generating revenue from digital content is important for the sustainability of live streaming service providers. The primary source of revenue is subscription fees followed by pay-per-view sales. However, the quality of content must be balanced against the high prices attached, as viewers expect high standard production quality. Additionally, e-sports and fertility sectors seem to be more successful and promising in Singapore. Making a perception against the statement, viewers’ in-depth analysis of video quality plays an important role meanwhile for the statement. The linking of live content will attract more viewers. This indicates that good picture quality attributes to the initial interest of viewers who subsequently adopt the subscription packages. The on-demand pattern of the subscribers can contradict Mann’s theory. Hence, pay-per-view (Exp.) mode of mental condition was not statistically significant with the choice. Concerning H5, a descriptive analysis showed that e-sports and music events gathered the highest number of viewers in Singapore and the region.
Subscription Models and Pay-Per-View Options
Several monetization strategies have been employed by live streaming service providers. Two primary methods are that of subscription-based and pay-per-view offerings. For instance, while Netflix is a subscription VoD service provider, FITE is a pay-per-view live streaming service provider concentrating on combat sports. Clearly, the two directions differ. Notably, the latter option commands exorbitant prices for individual events, as the scale of viewers tends to be lesser. Nonetheless, both methods offer exclusive content to users. In the case of subscription models, all exclusive content can be accessed with a single price payment, whereas pay-per-view models require users to pay for each exclusive content/video. According to Yang and Ku (2008), the consumption patterns of customers in a pay-per-view system may differ from those in a subscription system, perhaps even increasing with falling costs.
Challenges and Future Trends in the Live Streaming Service Industry
The media market is heavily regulated due to the high market entry cost as well as the close association of local media companies and political organisations. Live streaming services are no exception. Service providers are required to comply with various regulations to continue providing consumption choices to Singaporean consumers.
There are some changes on the horizon that will likely impact the provision of live streaming services. These up-and-coming developments should be actively watched as they may very well have a cascading disruptive effect on the standard operating procedure related to the development of this service. Furthermore, the way trends develop could result in an upheaval to the business model of the industry altogether.
Currently, the unstable position of a live streaming service for games and esports, together with the speed of technological changes, has given live streaming an escape from traditional forms of media content delivery regulation. The current generation of policymakers, being less equipped with knowledge in IT, gaming and online entertainment (especially if they originate from non-digital natives generation), may not have adequately understood live streaming and its relationship with gaming, online personalities, competitive gaming and internet culture. Bulk of the money is still earned using traditional advertising in order to use influencers to appeal to their community. It remains to be seen if influencer live streaming services will split into a new cluster of online entertainment websites and applications, or if they will go round the challenge of regulation. In the later situation, influencers would make a shift to either establish themselves as entertainment zones in a gaming app, for example, or use a relabelling tactic to redefine gaming streaming into general entertainment content production. In either situation, changes go hand-in-hand with developments in the regulatory arena. If both changes meet head to head, there is the potential for disruptions in standard regulatory development. The rate to which game-themed live streaming continues to be operated in a free regulatory environment, in markets like Southeast Asia remains to be seen until general trends in internet policy play out.
Potentially, companies in Singapore could move into providing sufficient relevant talent or infrastructure to host esports or gaming events (software, hardware, gaming desk/chairs, and a live studio). Adaptation of a niche hub route in Singapore would perhaps make it less beating against an already feverish chase by many nations to set up their own gaming hubs. Alternative possible routes are a niche marquee merchandising event or catch investment into streaming service providers. Novel logistical attention could also be given to establishing a Solidarity or Amateur/Community Gaming Event vacation/entertainment package in cooperation with existing hotels and event operators. Fundamental Trend Live streaming for games and esports currently rests on a fundamental trend of gamer interest.
Combining gamers’ social and competitive drives, together with the general inclination to spectate skill and being entertained with gaming content, gaming streams and clips (which are either recorded Zoom calls or Conversations held while gaming or traditional edited game recordings with commentary) penetration in Western markets can be seen to have slowed but gaming clip viewing and gaSPactivity appear to be repurposing the streaming technology into a new pansocial web oddity. A panAnz audience suggests it will not revert to an inherently larger state of exclusion (largest excluded group is due to age restrictions). This is not only for the audiences which gaming clips especially those that are intentionally funny, like fails or trolls, there is almost a guaranteed laugh potential for when non-gamers are introduced to this type of gaming based cross internet culture meme. Software developers keen to harness issues of public participation in journalism are just beginning to see the potential of gaming clips – some of them are not funny but are educational due to small passages of how the software and gaming industry have sometimes been successful in subverting advertising rules in the pan social internet market. Software engineers and business owners keen to promote in-videogame cinema are also seeing the clip potential – montages of player footage in serious well known gaming cinematic photography using editing software to mix match and adapt video layers before filming in a new angle are being made and released –.
The makers of these movie making softwares are not too far from the hardware players cutting peices on Super Dream working Bluetooth and smartphone double wirelesselectronically controlled nitrous injection. These are certainly gadgets that appeal to a teen and adolescent demographic but these are serious gear for professional gamers beauty glamorous and spectacle. The fact these montages have hardly anybody except for those that pay any actual attention to the complex and riskier properties of the high performance gear to get off their arses as they launch off cliffs on dream hardware indicates how far along the path of bored hobbyist film maker we are. Casual gamers interested in filming reams of hardware and software that will be sold as the key to e-living get-togethers on YouTube and other on social networks are in large supply. A few months after the COVID-19 pandemic has reached its first death toll within China, the Chinese government has channeled the anger
of the masses by issuing a document which requires Chinese gaming companies to show greater play incentive. The government cites a letter from a father who expresses the opinion that “The lives of minors are suffering seriously from the vitality of online game witnessing as we speak.” In response, China has now implemented a selection system which not only limits the gaming time for youths but includes a variety of in-game tests which require the playing AI to select for positive contributions, such as protecting the environment.
Regulatory Challenges and Compliance Issues
In this section, the various regulations and acts that live streaming service providers would be subject to when operating in Singapore would be discussed. This understanding of the various regulations that could be relevant to such businesses would be beneficial as regulatory problems can affect market entry from an early stage, and some companies have been charged with breaching existing regulations as they proceed. This information would be especially beneficial when live streaming service providers are setting up companies or employing talent unfamiliar with Singapore’s legal and governance regime. Additionally, it offers some insight into the current government’s approach to addressing live streaming’s potential negative consequences.
Anti-Money Laundering and Combatting the Financing of Terrorism (AML/CFT) regulations present a legal and compliance challenge for highly liquid live streaming shopping markets. The overseas providers that facilitate transfers of gamifiable assets for the companies featured in their live streams are affected by these regulations. Additionally, the companies and hosts, as well as buyers, would want to avoid handling the proceeds of crime, as it could affect their brand. Additionally, as mentioned, by doing so, it also allows them to expand their market of consumers. Various countries have divergent AML/CFT regimes though, which can make operations tricky, especially for multi-jurisdictional providers. Given the growth expected in this area, and multiplicity of public and private actors whose regulations would have to be navigated, there may, in the longer term, be a growing business case for doing so. However, in-world, this is an open problem. Additionally, there is precedent for countries like Iran being shut out of virtual worlds due to international law and sanctions. All of the robust social systems that we will outline could be implemented in other settings to prevent evasion or country shopping, however, we will not detail them in this schema. We would also only shift to using a more centralized, account-linked human enhancement model when we had significant verification and greater public safety requirements, which are not currently present in live streaming shopping.
