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live

streaming

services:Bigo

Live

followers

in

SpainConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofBigo

Livefollowers

inSpain:who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

toRegion:

56countriesbenchmark

BigoLive

followers

inSpain

(’’brand

users’’)againstSpanish

video

livestreaming

siteusers

ingeneral

(’’category

users’’),

and

theoverall

Spanishconsumer,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Spain)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

June

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsBigo

Live

is

the

eighth

most

used

video

live

streaming

service

in

Spain

withYouTube

Live

in

first

placeManagement

summary:

brandusageand

competitionTop10

most

used

videolivestreamingservicesinSpainYouTube

LiveTwitch67%48%Facebook

LiveSteamTV39%11%10%Gaming

TVDailymotion

GamesVimeo

LivestreamBigo

Live7%6%5%5%YouNowDLive5%4Notes:"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:

n=1,244

video

live

streaming

site

usersConsumer

Insights

Global

as

of

June

2024Sources:Bigo

Live

followers

in

SpainManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsBigo

Liveismore

popularamongGeneration

Zthanother

video

livestreaming

services.Anhonest

and

respectable

lifeis

lessimportant

to

Bigo

Livefollowers

than

toother

video

livestreaming

siteusers.Itstands

out

that42%

ofBigo

Livefollowers

boughtproducts

becausecelebrities

or

influencers

advertisedthem.Snapchatis

more

popularamong

BigoLivefollowers

thanthe

average

videolivestreaming

siteuser.55%

ofBigo

Livefollowers

aremale.Bigo

Livefollowers

are

more

interestedinhistory

than

other

video

livestreaming

siteusers.Bigo

Livefollowers

remember

seeingadson

blogs

and

forums

more

oftenthan

other

video

livestreaming

siteusers.20%

ofBigo

Livefollowers

areearlyadopters,

when

itcomes

toinnovation.Bigo

Livehasalarger

shareof

followerswith

ahigh

income

than

other

video

livestreaming

services.Making

musicisarelatively

popularhobbyamong

Bigo

Livefollowers.Arelatively

highshare

ofBigo

Livefollowers

thinkthatcivil

rightsare

issuesthatneed

to

beaddressed.Bigo

Livefollowers

are

more

likely

toliveincities

withover

1millioninhabitants

than

video

livestreamingsiteusers

ingeneral.5Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Bigo

Live

ismore

popular

among

Generation

Z

than

other

video

live

streamingservicesDemographic

profile:

generationsAgeof

consumersinSpainBrand

users38%41%21%0%Category

usersAllrespondents21%38%34%7%18%33%41%9%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";

Multi

Pick;Base:

n=66

Bigo

Livefollowers,

n=1,244

video

live

streaming

site

users,n=12,169

allrespondentsSources:Consumer

Insights

Global

as

of

June

202455%

of

Bigo

Live

followers

are

maleDemographic

profile:

genderGenderofconsumersinSpainBrand

users55%45%Category

usersAllrespondents52%48%49%51%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

websites

orapps

have

youused

in

the

past12

months

towatch

video

livestreams?";

Multi

Pick;Base:n=66

BigoLive

followers,n=1,244

video

live

streaming

site

users,n=12,169

allrespondentsConsumer

Insights

Global

as

of

June

2024Sources:A

relatively

high

share

of

Bigo

Live

followers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSpain32%31%30%24%

24%21%18%15%15%15%14%13%12%11%6%5%3%3%3%2%

2%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:n=66

Bigo

Live

followers,n=1,244

videolive

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:Bigo

Live

has

a

larger

share

of

followers

witha

high

income

than

other

video

livestreaming

servicesDemographic

profile:

incomeShare

ofconsumersinSpain

inthehigh,

middle,

andlow

thirdsofmonthly

household

gross

incomeBrand

users40%31%29%Category

usersAllrespondents35%33%33%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

towatch

video

livestreams?";Multi

Pick;Base:n=66

Bigo

Live

followers,n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

video

live

streaming

site

users,

Bigo

Live

followers

arerelatively

likely

to

live

in

a

single

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinSpain

live34%34%33%24%23%21%18%17%16%14%10%9%9%9%8%5%

5%

4%Other3%

3%Multi-generationalfamily2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";MultiPick;Base:n=66

BigoLive

followers,n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Bigo

Live

followers

are

more

likely

to

live

in

cities

with

over

1

million

inhabitantsthan

video

live

streaming

site

users

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSpain38%35%33%26%25%23%18%18%17%17%16%15%7%7%6%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

websites

orapps

have

youused

in

the

past12

months

to

watch

video

livestreams?";Multi

Pick;

Base:

n=66

BigoLive

followers,

n=1,244

video

live

streaming

siteusers,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

202415%

of

Bigo

Live

followers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSpainBrand

users15%80%5%3%4%Category

usersAllrespondents9%87%7%89%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

websites

orapps

have

youused

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;Base:n=66

BigoLive

followers,n=1,244

videolive

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedAn

honest

and

respectable

life

is

less

important

to

Bigo

Live

followers

than

toother

video

live

streaming

site

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSpain59%58%52%50%42%41%32%35%31%38%35%35%34%33%30%27%31%27%30%24%22%17%15%17%20%19%17%15%7%

7%Anhonest

andrespectable

lifeAhappyrelationshipTobesuccessfulSafety

andsecurityMaking

myown

decisionsHavingagood

timeLearningnew

thingsAdvancingmy

careerSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:

n=66

Bigo

Live

followers,n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Bigo

Live

followers

are

more

interested

in

history

than

other

video

live

streamingsite

usersConsumer

lifestyle:

main

interestsTop10

interestsofBigoLivefollowers

inSpain58%56%55%55%51%50%45%45%46%43%39%44%44%42%42%42%41%42%41%40%38%35%35%35%35%35%34%34%28%27%Finance&economyFashion&beautyFood

&diningHealth

&fitnessHistoryTravelScience

&technologyCareer

&educationMovies,TVshows&musicSportsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:

n=66

Bigo

Live

followers,n=1,244

video

live

streamingsite

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Making

music

is

a

relatively

popular

hobby

among

Bigo

Live

followersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofBigo

Livefollowers

inSpain58%57%49%48%43%46%44%43%42%43%41%40%40%39%40%39%38%35%35%35%33%33%32%32%26%25%23%22%15%12%Cooking/bakingReadingVideo

gamingOutdooractivitiesCars/vehiclesDoing

sportsandfitnessPhotographyMaking

musicTravelingSocializingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

websites

orapps

have

youused

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;Base:n=66

BigoLive

followers,n=1,244

video

live

streamingsite

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Bigo

Live

followers

are

more

likely

to

play

basketball

than

other

video

livestreaming

site

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofBigo

Live

followers

inSpain26%25%24%23%

23%18%21%20%19%18%13%17%17%15%

14%13%15%15%14%12%12%11%11%10%9%9%7%5%3%2%BasketballRunning/joggingSoccerFitness,aerobics,

cardioYoga

/pilatesCyclingHikingSwimming/DivingBadmintonDancingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;

Base:

n=31

Bigo

Livefollowers,

n=716video

live

streaming

site

users,n=6,647

all

respondentsConsumer

Insights

Global

as

of

June

2024Bigo

Live

followers

are

more

likely

to

follow

American

football

than

other

videolive

streaming

site

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byBigo

Live

followers

inSpain40%35%27%26%24%20%24%20%16%15%13%14%13%11%11%11%11%9%9%9%8%8%6%6%6%5%6%5%4%3%SoccerBasketballTennisCyclingAmericanfootballMixedMartial

ArtsMotorsportsAthletics(track&

field)HandballBoxingBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:n=23

Bigo

Live

followers,n=569

video

live

streaming

site

users,n=5,061

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

onlineadvertising•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

42%

of

Bigo

Live

followers

bought

products

becausecelebrities

or

influencers

advertised

themConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&socialmediainSpain55%50%42%39%39%30%30%28%21%22%21%20%16%10%8%Ihaveboughtproductsbecause

celebrities

orinfluencers

advertisedthemIdon’tmindadvertising

ifIgetfree

content

inreturn

(immersive

virtualworld)Iamexcited

aboutusingthemetaverseIdon’tmind

whencompanies

usemy

personal

dataforadvertisingIoften

havedifficultydistinguishingadvertising

from

contentBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:n=66

Bigo

Live

followers,n=1,244

video

live

streaming

siteusers,n=2,030

all

respondentsConsumer

Insights

Global

as

of

June

202420%

of

Bigo

Live

followers

are

early

adopters,

when

it

comes

to

innovationConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSpain44%40%39%32%31%24%20%18%14%13%12%10%2%1%0%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

websites

orapps

have

you

used

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;Base:n=66

BigoLivefollowers,n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Bigo

Live

followers

think

that

civil

rights

are

issues

thatneed

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Spain

accordingtoBigo

Live

followers60%59%58%57%55%54%52%49%41%41%44%42%42%37%35%39%38%39%33%37%

37%32%36%34%33%33%32%30%22%

22%EconomicsituationUnemploymentPovertyEnvironmentImmigration

ClimatechangeEducationCivilrightsCrimeHealth

andsocial

securityBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:n=66

Bigo

Live

followers,n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

video

live

streaming

site

users,

Bigo

Live

followers

tend

tohave

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSpainBrand

users30%23%38%9%9%Category

usersAllrespondents33%30%28%29%34%26%12%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

websites

orapps

have

youused

inthe

past

12

months

towatch

video

livestreams?";Multi

Pick;Base:n=66

BigoLive

followers,n=1,244

video

live

streaming

site

users,

n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsSnapchat

is

more

popular

among

Bigo

Live

followers

than

the

average

video

livestreaming

site

userMarketing

touchpoints:social

media

usageSocial

mediausageinSpain

by

brand84%81%79%76%66%74%73%68%63%58%53%50%47%42%40%32%

32%37%34%32%21%26%22%21%7%19%15%13%8%4%RedditFacebook

Instagram

YouTubeTikTokLinkedInSnapchatTwitchX(Twitter)Brand

usersCategory

usersAllrespondents26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";MultiPick;Base:n=19

BigoLive

followers,n=308

video

live

streaming

site

users,n=3033

all

respondentsConsumer

Insights

Global

as

of

June

2024Bigo

Live

followers

tend

toread

magazines

more

often

than

video

live

streamingsite

users

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinSpain

havebeen

using

inthe

past

4weeks85%84%79%77%76%69%

70%70%65%62%58%

59%52%55%49%56%55%54%

54%52%48%45%37%39%36%29%33%31%29%26%17%8%6%DigitalvideocontentMovies

/cinemaTVDigitalmusiccontentMagazinesPodcastsRadioOnlinenewswebsitesDailynewspapersOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

websites

orapps

have

youused

in

the

past12

months

to

watch

video

livestreams?";Multi

Pick;

Base:

n=66

BigoLive

followers,

n=1,244

video

livestreaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Bigo

Live

followers

remember

seeing

ads

on

blogs

and

forums

more

often

thanother

video

live

streaming

site

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereBigo

Livefollowers

inSpain

have

come

across

digital

advertisinginthe

past4weeks54%52%45%44%40%41%39%37%37%36%36%35%35%35%35%34%33%30%30%22%29%28%27%27%26%23%20%15%15%10%Video

portalsSocial

mediaVideo

games

Video

streamingservicesBlogs/forumsOnlinestores

Searchengines

MusicportalsWebsitesandappsof

brandsPodcastsBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

websites

orapps

have

youused

in

the

past12

months

towatch

video

livestreams?";Multi

Pick;Base:n=66

BigoLive

followers,n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024Bigo

Live

followers

remember

ads

they

saw

on

TV

less

often

than

other

videolive

streaming

site

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSpainhave

come

across

non-digital

advertisinginthepast4weeks64%

64%47%38%41%39%38%29%38%37%35%33%32%31%

31%31%30%26%24%21%21%21%18%18%Directly

inthestoreInprintedmagazinesandjournalsOnTVAtthemovies/cinemaInprinteddailynewspapersOnadvertising

By

mailshot

/Ontheradiospacesadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

websites

orapps

have

youused

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;Base:

n=66

Bigo

Livefollowers,n=1,244

video

live

streaming

site

users,n=12,169

all

respondentsConsumer

Insights

Global

as

of

June

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.W