Live Stream On This Made In India Video Sharing Platform And Earn Money

As an influencer on Bolo Indya, Ishban Yadav, a computer science and engineering graduate, has found a new way of monetizing his content. Today, on the quick video sharing site, this maker is getting paid to communicate with his fans. Bolo Indya made a soft launch of its Bolo-Live feature four months back, where content creators can interact and win gifts with their followers during their live streaming session.

This feature allows on the platform any content creator to live stream. While they are live streaming and communicating with their followers, the followers have the choice of giving creators gifts of distinct values starting as low as Rs 10 up to Rs 1,000. For content creators, these gifts translate into cash and therefore creators can monetize their content, Varun Saxena, Bolo Indya’s founder and CEO, told Moneycontrol. In the past four months, Yadav, who has tried the Bolo-Live feature, has earned close to Rs 50,000.

It wasn’t that successful at first, as the feature was new to people. But I got 5X viewership after four to five live sessions. In addition to this, on average from my followers/viewers who were watching me live, I received about 10,000 worth of gifts for one session, said Yadav.

Yadav is not the only one with live streaming sessions who has earned money. In reality, Saxena said that creators have gotten close to two lakh gifts worth Rs 45 lakh in the last four months.

Close to 17,000 gifts were given in December. We saw 41,000 gifts in January and we crossed over one lakh gifts in February and we expect the amount to go up to 1.2 lakh gifts by the end of the month.

He added that one of the most lucrative times for the live streaming function turned out to be Valentine’s Day.

We passed 25,000 gifts on Valentine’s Day, of which 75 percent were offered to women creators and 22 percent to male creators. In one single session, we saw three to four thousand gifts being given.

And as Bolo Indya has introduced a live streaming feature that can now be used by all users on the site, regardless of the number of followers, what Yadav and other creators have been doing for the last few months is now open to more creators.

We had a condition for the soft launch that users with more than 100,000 followers should use the live streaming features. But we have now made it available to any developer,’ Saxena said.

Although making money through live sessions is new on a made-in-India platform, before the ban on Chinese apps kicked in, Chinese short video sharing apps such as Snack Video did offer something similar in India earlier.

Saxena expects strong traction for Bolo-Live from tier III, IV markets for Bolo Indya as well. TikTok, too, via live streaming sessions, helps creators to earn money. Before it was banned, however, the platform had not launched the feature in India.

In January this year, India permanently banned 59 Chinese applications. Although earning sounds like an interesting opportunity via live streaming, the question is why will followers pay?

Saxena said it’s a gamified live session for followers as they get a chance to be in the same frame as the creator and followers often compete with each other in this way. “Depending on their gifts they can get a chance to either get a one-on-one chat or they can get their name mentioned in a chat.”

For eg, Saxena clarified that an influencer may make his/her session engaging by offering to say the name of a follower or viewer in the comments section for a gift worth Rs 20.

He further claimed that many followers want to understand the influencer’s daily routine or lifestyle, especially those who come from humble backgrounds. They (followers) want to learn more about a founder who made it big, but who came from a context close to theirs. Followers are also involved in unique content types that are created by influencers.

So, during live streaming sessions, what kind of material will one find?
Yadav, who has around 5.5 lakh followers on Bolo Indya, usually has his live sessions around his everyday life. “I keep my live sessions very casual and engaging, from trying a new food outlet to talking about my experience on recent vacations.” Even Saxena found out that more interaction was seen in live sessions where influencers talk about their routines or daily routine.

But for Bolo Indya, what’s in it?
One advantage is that if a gift is offered to a maker, the platform gets 30 percent in the form of fees. The other benefit, Saxena pointed out, is that it encourages content to go viral on the platform. What this (Bolo-Live) does, too, is that it lowers user acquisition costs. They go on social media to chat about their upcoming live sessions with creators being able to monetize content,” added Saxena.

Currently comprising seven million monthly active users (MAUs) and 2.9 million daily active users (DAUs), Bolo Indya has stiff competition from other short video sharing sites with a larger user base.

According to estimates, with about 75 million MAUs and about 35 DAUs, Josh has the largest number of users, Roposo has about 65 million MAUs and 15 million DAUs, MX Taka Tak has 55-60 million MAUs and 20-25 million DAUs.

It’s clear that Bolo Indya needs to gain more users compared to the above-mentioned video sharing platforms. And on the live streaming feature, the platform is betting high.

“In the next two to three months, we expect a good increase and we expect to reach 20 million users by the end of June,” Saxena said.

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