Likee
Likee is a short-video creation, editing, and live-streaming social media platform owned and operated by BIGO Technology Pte. Ltd., a Singapore-based subsidiary of the NASDAQ-listed Chinese technology company JOYY Inc.[1][2] Launched in 2017, the app provides users with tools for producing and sharing brief videos augmented by artificial reality effects, dynamic stickers, and beauty filters, fostering a community focused on creative self-expression and real-time interaction.[3][4] The platform has achieved substantial global reach, with over 900 million downloads and approximately 33.9 million monthly active users as of 2025, primarily among teenagers and young adults engaging in viral challenges and talent showcases.[5] It positions itself as a competitor to ByteDance's TikTok, benefiting from regulatory scrutiny on rival apps, such as potential U.S. bans, which propelled its parent company's shares upward in early 2025.[6][7] Likee has faced significant controversies, including a 2020 ban in India alongside other apps over national security and data privacy risks, attributed to its Chinese parentage despite Singaporean operations.[8][9] Critics have highlighted child safety vulnerabilities, such as the inability to set accounts to private, enabling public exposure of user-generated content and reports of coercion into explicit material, prompting warnings from law enforcement and parental advocacy groups.[10][11][12]
History
Founding and Initial Launch
Likee, originally launched as the app LIKE, was developed by BIGO Technology Pte. Ltd., a Singapore-based technology firm specializing in live streaming and social media applications.[4] The company, founded with roots in Asian markets and later acquired by JOYY Inc. (formerly YY Live) in 2019 for approximately $1.45 billion, created LIKE to provide a platform for short-form video creation and sharing, emphasizing effects, stickers, and AR filters for user-generated content.[13] The app's initial release occurred in July 2017, targeting younger demographics interested in video editing and social interaction, with early availability in select Asian markets including India.[14] [15] Upon launch, LIKE featured core functionalities such as real-time video effects and community sharing, distinguishing it from contemporaries by integrating live streaming elements from BIGO's existing portfolio.[16] Within its first year, the platform saw rapid user adoption in regions like Southeast Asia, laying the groundwork for global expansion amid rising demand for mobile video apps.[17]Expansion and Rebranding
In June 2019, BIGO Technology Pte Ltd rebranded its short video application from LIKE to Likee, aiming to enhance user experience through expanded features and deeper engagement beyond basic content liking.[18] The rebranding introduced a redesigned user interface, additional beauty filters, and improved tools for content creation and sharing, aligning with the platform's new tagline "More than like" to emphasize transformative value for creators and viewers.[19][20] This shift occurred amid rapid global adoption following the app's initial 2017 launch, with the name change intended to amplify appeal in competitive short-video markets.[21] The rebranding supported Likee's international expansion strategy, particularly targeting high-growth regions like India, where the platform had already established a foothold by mid-2019, completing two years of operations and leveraging localized content to broaden its user base.[16] In parallel, BIGO intensified efforts in the Middle East and North Africa, adapting features for regional audiences and integrating with live streaming to drive cross-platform growth.[22] By late 2019, these initiatives contributed to Likee's positioning as a challenger to dominant apps like TikTok, with monthly active users surging in Southeast Asia, South Asia, and emerging markets through targeted marketing and feature localization.[7] In March 2023, Likee underwent a further brand refresh, updating its logo and slogan to "Explore Your Interests" to symbolize continued evolution and invite broader user participation in content discovery amid sustained global scaling.[23] This iteration reinforced expansion into diverse demographics, prioritizing algorithmic personalization and community-building tools to sustain momentum in over 150 countries where BIGO operated by that period.[23]Post-2020 Developments and Challenges
In June 2020, Likee faced a significant setback when the Indian government banned it alongside 58 other applications deemed to pose threats to data sovereignty and national security, primarily due to its ownership ties to Chinese entities via BIGO Technology.[9] This restriction curtailed access in a market where Likee had previously seen rapid adoption, with 6.1 million new installs recorded in India during the month leading up to the ban.[24] Despite this, the platform sustained global operations, reporting ongoing monthly downloads of approximately 3 million and revenue around $300,000 as of recent estimates, reflecting adaptation through focus on markets like Indonesia, Russia, and others.[25] Post-ban, Likee emphasized content moderation enhancements, including the suspension of 42,751 accounts in 2021 for violations such as vulgarity, racism, or bullying, as part of proactive compliance with platform safety rules.[26] In May 2024, BIGO Technology introduced security updates, enabling users to activate private modes for enhanced profile protection and restricting interactions to verified contacts, aimed at mitigating risks from unverified users.[27] These measures coincided with sustained app availability on major stores, maintaining a user base engaged in short-video creation amid competition from platforms like TikTok. Persistent challenges include documented privacy vulnerabilities, with the app requiring extensive device permissions—including access to contacts, location, and storage—while its policy lacks transparency on data handling practices, raising concerns over potential misuse by parent company BIGO, which has faced scrutiny for opaque data flows to servers in China.[9] User safety issues remain prominent, particularly for minors, as independent analyses highlight inadequate moderation leading to proliferation of sexually suggestive content, predatory fake accounts, and grooming risks, with reports from parental oversight organizations underscoring weak enforcement despite age gates.[28][29] These factors have fueled calls for stricter parental controls and contributed to reputational strain, though Likee's official responses prioritize in-app reporting tools over systemic overhauls.[30]Ownership and Operations
Corporate Structure and BIGO Technology
BIGO Technology Pte Ltd, a Singapore-registered entity established in 2014, serves as the primary developer and operator of Likee, focusing on AI-enhanced social video platforms including short-video sharing and live streaming applications.[31][32] BIGO Technology operates as a wholly-owned subsidiary of JOYY Inc., a NASDAQ-listed company (ticker: YY) originally founded in China in 2005, which acquired BIGO in March 2019 for approximately USD 1.45 billion to bolster its international social media portfolio.[33][7][34] The corporate hierarchy positions JOYY Inc. as the ultimate parent, overseeing strategic direction and financial reporting, with BIGO handling product development, operations, and regional expansion under its umbrella.[1] BIGO maintains a decentralized structure with over 30 global offices and six research and development centers, emphasizing technology innovation in areas like video processing and user engagement algorithms, while leveraging JOYY's resources for scaling.[35] This setup allows BIGO to navigate international markets independently, though consolidated financials reveal dependencies on JOYY for profitability, as BIGO historically reported net losses or slim margins prior to deeper integration.[33] BIGO's technological emphasis includes proprietary AI tools for content recommendation, effects generation, and moderation, integrated across its platforms to differentiate from competitors through features like real-time video enhancement.[36] Despite its Singapore headquarters at Mapletree Business City, BIGO's ties to JOYY introduce operational influences from China, including data handling practices that have drawn scrutiny in regions with data sovereignty concerns, though the company asserts compliance with local regulations.[37][38]International Presence and Supply Chain
Likee, operated by Singapore-based BIGO Technology Pte. Ltd., maintains a global footprint with availability for download and use in approximately 180 countries as of recent reports, excluding regions with explicit bans such as India, where it was prohibited in June 2020 alongside other apps due to national security concerns over data practices and Chinese affiliations.[39][40] The platform has achieved notable traction in the Middle East and North Africa (MENA) region, Southeast Asia, and Russia, with Indonesia and Russia identified as key growth markets; for instance, it ranked as the seventh-most downloaded non-gaming app worldwide in early 2020, driven by user-generated short videos.[41][34] Regional hubs, including major centers in Egypt, support localized operations and content creator development in MENA, reflecting a strategy of establishing on-ground presence to adapt to local preferences and regulations.[42] Despite its Singapore headquarters, Likee's operational ties include data storage in both Singapore and China, raising privacy considerations as user data is processed across these jurisdictions with encryption during transfer but retention policies of up to 24 months post-account deletion.[43][9] BIGO Technology, the parent entity, leverages AI for global content moderation and has expanded services like review operations to markets such as Indonesia, partnering with local entities to handle video compliance amid increasing governmental demands for oversight.[44] The platform's supply chain for digital infrastructure relies on distributed servers and cloud-based processing to support real-time features like live streaming, though specific providers remain undisclosed; this setup enables scalability for its reported 150 million monthly active users as of August 2020, with ongoing adaptations to geopolitical risks through local cooperations.[41][38] Age and content restrictions vary by country, with users under 16 generally barred from signup and live streaming limited accordingly, enforced via server-side checks.[5]Features and Technology
Video Creation and Editing Tools
Likee equips users with an integrated video editor supporting core functions such as trimming, splitting, and merging clips to assemble short-form content up to 60 seconds in length.[45][46] These tools enable precise control over video duration and sequence, facilitating quick adjustments without requiring external software.[45] The platform offers extensive visual enhancement options, including a library of face filters, beauty adjustments, and augmented reality (AR) effects like dynamic stickers and face-swap capabilities, which apply in real-time during recording or post-editing.[3][47][48] Users can further customize videos with transitions, speed modifications (e.g., slow-motion or reverse playback), and creative overlays to achieve polished, engaging outputs.[45][49] Audio integration features allow seamless addition of licensed music tracks, sound effects, and beat-synchronized edits, supporting lip-sync and freestyle video production.[45][48] Text overlays, stickers, and templated effects complement these, enabling layered compositions for thematic content like dances or challenges.[46][3] Proprietary modes such as SuperMix convert static images into animated videos via automated special effects, streamlining creation for novice users while preserving creative flexibility.[50][3] Overall, these tools prioritize accessibility, with intuitive interfaces that reduce barriers to entry, though advanced AR rendering may demand compatible device hardware for optimal performance.[47][45]Social and Live Streaming Functions
Likee's social functions facilitate user engagement through mechanisms such as liking, commenting on, and sharing short videos, enabling creators to build audiences and foster community interactions. Users can follow preferred content producers, participate in trending challenges, and discover personalized feeds based on algorithmic recommendations, which promote viral content dissemination within the platform's ecosystem.[51] These features draw from BIGO Technology's operational expertise in real-time interactions, allowing seamless connectivity among global users without requiring external social media linkages.[52] Live streaming constitutes a core component, permitting broadcasters to transmit real-time video sessions accessible to viewers for interactive viewing. Participants can engage via in-stream chat, where messages appear instantaneously, and support streamers through virtual gifts that translate into monetary value for recipients.[50] Distinctive elements include LIVE PK battles, competitive duels between two streamers judged by audience engagement metrics like gift volume, and organized tournaments that escalate viewer participation.[50] Fan clubs further enhance retention by offering exclusive live access and loyalty perks to dedicated supporters, integrating social bonding with potential monetization avenues.[50] These functions, operational since the app's early iterations, leverage low-latency streaming technology to minimize disruptions, though user reports occasionally note variability in connection stability during peak hours.[3]User Base and Growth
Demographic Profile and Global Adoption
Likee maintains a user base estimated at approximately 33.9 million monthly active users as of November 2024, with concentrations in non-Western markets reflecting its origins and marketing focus.[6] Earlier peaks included 150 million monthly active users reported in the second quarter of 2020, driven by expansions into emerging markets amid competition with platforms like TikTok.[41] By 2023, monthly active users had declined to around 44.9 million, indicating moderated growth amid regulatory challenges and platform saturation.[53] Demographically, Likee's audience skews toward younger adults, with the largest visitor age group being 25-34 years old based on website traffic analysis.[54] Gender distribution shows a slight female majority, at 58.65% female and 41.35% male among visitors to its video domain.[54] The platform enforces a minimum age of 16 for users per its privacy policy, though enforcement relies on self-reporting without mandatory verification, leading to potential underage access despite app store ratings of 17+.[9] Global adoption is uneven, with significant traffic from Russia (accounting for 37-56% of visits to Likee domains), followed by Malaysia (12%), Ukraine (5-6%), and smaller shares from the United States (5%), Brazil (2%), Germany (3%), and Indonesia.[55][54] The app operates in over 180 countries, with historical emphasis on Southeast Asia and South Asia, where it capitalized on TikTok's 2020 India ban for temporary gains before user shifts reversed.[56][6] Recent download estimates, such as 200,000 in the U.S. market, suggest limited penetration in high-income Western regions compared to Asia and Eastern Europe.[57]Key Metrics and Expansion Milestones
Likee launched globally on July 26, 2017, marking the start of its expansion as a short-video platform developed by Singapore-based BIGO Technology.[58] Initial growth focused on Southeast Asia and India, with rapid adoption driven by features like AR effects and live streaming, leading to availability in over 150 countries by 2020.[41] Key expansion milestones include reaching 80.7 million monthly active users (MAU) by the second quarter of 2019, followed by 115.3 million MAU in the October-December 2019 quarter, reflecting strong traction in emerging markets such as India and Indonesia.[56] By August 2020, Likee surpassed 150 million MAU worldwide, positioning it as a notable competitor to platforms like TikTok amid global short-video demand.[41] The app expanded aggressively into markets like Russia and the Middle East, with active promotion in high-download regions including India, Russia, and Indonesia as of 2024.[25] As of late 2024, Likee had accumulated over 900 million global downloads, though MAU stabilized at around 33.9 million amid competitive pressures and regional bans.[5] Revenue metrics indicate an estimated annual figure of $60.2 million, with monthly estimates around $300,000 in recent periods, primarily from in-app purchases and ads.[59][25]| Metric | Value | Timeframe | Source |
|---|---|---|---|
| Global Downloads | >900 million | As of 2024 | [5] |
| Monthly Active Users (Peak) | 150 million | August 2020 | [41] |
| Monthly Active Users (Recent) | 33.9 million | Late 2024 | [5] |
| Estimated Annual Revenue | $60.2 million | Current estimate | [59] |