Bigo Live has become a global sensation in the live-streaming world, not only for its interactive content but also for the unique ways viewers engage with streamers. One of the most popular features on the platform is sending virtual gifts. But what drives users to spend real money on digital items, and why has gifting become such an integral part of the Bigo Live experience? At the heart of...

In the fast-paced world of live streaming, viewer retention is everything. On Bigo Live, where thousands of streams are available at any given moment, streamers have just a few seconds to convince a viewer to stay. Whether a user quickly scrolls past, lingers for a minute, or fully immerses themselves, isn’t random—it’s driven by a set of underlying psychological and...