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YY

YY is a prominent social media and platform that enables real-time interactions through , video, and text, allowing users to create channels for group chats, watch live broadcasts, and participate in virtual events such as talent shows, music performances, sessions, and educational content. Originally launched in 2008 as YY by Guangzhou-based YY Inc. (later renamed JOYY Inc. in 2019), the platform began as a communication tool for online gamers to coordinate during multiplayer sessions like . It quickly evolved into a multifaceted , introducing and versions in 2011 and expanding its offerings to include large-scale virtual concerts, interactive fashion shows, and personal finance discussions. YY generates revenue primarily through the sale of virtual items and gifts that users purchase to support broadcasters, alongside and services. The platform's ecosystem supports both PC and mobile access, fostering immersive community engagement across diverse categories like , e-sports, and social networking. In February 2025, JOYY Inc. completed the sale of its video-based entertainment business, known as YY Live, to Inc. for approximately US$2.1 billion in cash, marking a strategic shift for both companies. This acquisition integrates YY Live into Baidu's broader portfolio, enhancing its and AI-driven features, including recent additions like the YYDS powered by DeepSeek technology.

History

Founding and early development

YY Inc., originally established as Duowan.com, was founded in April 2005 by David Xueling Li and Jun Lei in , , with an initial focus on creating an online portal for gaming communities and communication tools targeted at gamers. The platform emphasized content and interaction for online multiplayer games, leveraging Li's prior experience in internet media to build a dedicated space for 's burgeoning gaming population. In July 2008, the company launched YY Client, commonly referred to as YY Voice, as a PC-based software enabling large-scale real-time voice chat for gamers, particularly in multiplayer online games like . This tool allowed users to form channels for group discussions, strategy coordination, and social interaction, quickly gaining traction among China's online enthusiasts through its free access model and word-of-mouth promotion within communities. By December 2010, YY had achieved significant early , boasting 35.4 million monthly and 124.7 million registered accounts, driven by its utility in fostering dedicated gamer networks. A key technological advancement occurred in late 2011 with the integration of basic video features, including live video-enabled channels that expanded YY's communication capabilities beyond voice-only interactions. However, the early years were marked by notable challenges, including intense competition from established chat applications such as Tencent's QQ, iSpeak, Dudu, and international services like , which offered similar voice and text functionalities with larger bases and greater resources. Additionally, issues arose due to rapid ; a partial system outage in resulted from a attack that overwhelmed , prompting investments in upgraded cloud-based systems and to handle concurrent users reaching up to 1.4 million in large events. These hurdles contributed to net losses of RMB238.9 million in 2010 and RMB83.2 million in , primarily from and costs. In 2012, the underwent a to to reflect its evolving identity.

IPO and expansion

YY Inc. went public on the on November 21, 2012, offering 7.8 million American depositary shares (ADSs) at $10.50 per share, raising approximately $81.9 million in gross proceeds under the "YY." The IPO, which was priced at the low end of the expected range amid market caution toward tech firms, marked YY as one of the few successful U.S. listings for a that year, with shares closing up about 7% on the debut day. The proceeds were primarily intended to support further platform development, technology investments, and potential acquisitions to broaden YY's social and entertainment offerings beyond its gaming origins. Following the IPO, YY accelerated diversification into non-gaming sectors, leveraging its voice and video infrastructure to enter music, education, and interactive commerce areas. In music, YY expanded its YY Music platform, which facilitated live online performances and virtual concerts, attracting performers and audiences through real-time interaction features. A key milestone was the June 2013 exclusive partnership with Hunan TV and EE Media, a major Chinese entertainment company, to broadcast live training sessions and behind-the-scenes content from the popular talent show Happy Boy, allowing users to engage via virtual gifts and votes during virtual events. This collaboration highlighted YY's growing role in digital entertainment, blending traditional media with online social experiences to drive user engagement and revenue from virtual items. In education, YY launched its dedicated platform, 100 Education, in February 2014, focusing on exam preparation, vocational training, and K-12 after-school programs delivered via live voice and video classes. The platform, accessible through www.100.com and later via mobile apps, aimed to capitalize on China's demand for affordable , integrating YY's group communication tools for interactive sessions between teachers and students. By mid-2014, YY's overall monthly active users surpassed 100 million, reflecting robust post-IPO growth fueled by these expansions and mobile adoption. YY also pursued international expansion starting in 2014 with an investment in Bigo Inc., a Singapore-based live streaming app, to tap into global markets beyond . This move supported multilingual features, including early adaptations for Southeast Asian languages, and helped grow YY's overseas presence through Bigo's user base. By the end of 2015, YY's paying users had increased 29.9% year-over-year to 3.2 million, underscoring the success of these diversification efforts in monetizing an expanding audience across entertainment, education, and emerging voice interactions.

Recent developments and spin-offs

In December 2019, YY Inc. rebranded to JOYY Inc. to better reflect its expanding international portfolio beyond its original Chinese focus, with the becoming effective on December 20 following approval at the annual general meeting. The rebranding emphasized a global, youthful identity aligned with platforms like and Huya. A key earlier milestone was the of Huya Live in November 2014, when YY announced the gaming streaming service would operate independently as a dedicated platform, allowing YY to retain a majority stake while focusing Huya on and game broadcasts. This separation enabled targeted growth in the competitive gaming sector, culminating in Huya's full IPO on the NYSE in May 2018, where YY maintained significant ownership. JOYY's international expansion accelerated with the 2018 acquisition of a in through a Series D in its Singapore-based , positioning the company to enter global markets with a leading non-Chinese app launched in March 2016. This move was completed with a full in March 2019 for approximately $1.45 billion, integrating BIGO's user base and short-video features like into JOYY's ecosystem. During the in 2020, JOYY responded by donating RMB 22 million to containment efforts and leveraging its platforms for charitable support and virtual interactions, contributing to a 36.3% year-over-year increase in the second quarter as global usage surged for and connectivity. The company's localized operations across 150 countries facilitated broader adoption for remote social and educational purposes amid lockdowns. As of 2025, JOYY has continued integrating AI-powered moderation systems to enforce guidelines and ensure safer user environments across its platforms, combining automated tools with human oversight for scalable . Platforms like have advanced metaverse-like features, including Virtual Live 3D avatars and customizable multi-guest rooms, enhancing immersive interactions with dynamic layouts and personalized themes. The global average monthly active mobile users stabilized at 262.5 million in the second quarter, reflecting refined user acquisition strategies amid market maturation. In February 2025, JOYY Inc. completed the sale of its mainland China video-based entertainment live streaming business, known as YY Live, to Baidu Inc. for approximately US$2.1 billion in cash, marking a strategic divestiture to focus on international operations and other segments.

Features and functionality

Voice and video communication

YY's voice communication system enables real-time group interactions through dedicated voice channels, supporting large-scale participation with capacities exceeding 1,000,000 concurrent users per channel as of 2025, facilitated by low-latency servers designed for applications like online gaming and collaborative discussions. This architecture prioritizes minimal delay to maintain fluid conversations in high-concurrency environments, leveraging optimized server infrastructure to handle dynamic group formations without significant performance degradation. Video integration was introduced in late 2011, enhancing the platform's core voice features by enabling live video streams within channels, initially for smaller sessions and later expanded to larger voice-based groups. These video capabilities support high-definition streaming for one-on-one calls and small group interactions, delivering clear audio-visual synchronization to improve user engagement in personal and educational contexts. The system's technical backbone relies on proprietary technologies for real-time audio and video processing, ensuring high-quality content delivery under varying network conditions. The YY app, developed to extend these communication tools to portable devices, incorporates and video functionalities tailored for on-the-go use, including seamless access and interactive group features. This mobile extension builds on the platform's real-time capabilities, allowing users to join discussions or initiate video sessions with comparable performance. Expansion of these tools has also supported integration with formats for broader content sharing. Following Baidu's acquisition in February 2025, the platform introduced the in February 2025, an AI-powered tool using DeepSeek's V3 and R1 reasoning model to facilitate interactions, available on and desktop.

Live streaming and entertainment

YY's live streaming capabilities emerged as a core feature of the platform around 2012, allowing users to host large-scale virtual events such as concerts, fashion shows, and sports commentary through voice and video sessions. This expansion built upon the platform's foundational voice chat functionalities, shifting toward one-to-many to support diverse and . Streamers on YY utilize a range of tools to enhance their broadcasts, including customizable virtual rooms that facilitate immersive experiences and audience interactions via comments, enabling dynamic feedback and participation during live sessions. These features promote high levels of , with audiences contributing to the flow of content through immediate responses in the streaming interface. The platform's content ecosystem emphasizes entertainment, with popular categories encompassing music performances, karaoke, dance, comedy sketches, and social interactions like "making friends" sessions, alongside educational tutorials and gaming streams. By fostering these varied formats, YY has cultivated a vibrant for content creators to produce and share specialized broadcasts tailored to viewer interests. As of 2025, following the acquisition, YY Live incorporates AI digital humans, such as "Ling’er", which serves over 6,000 live rooms and 1 million users daily, increasing conversation by over 30%, paying users by more than 80%, and device interactions by 670%.

Virtual economy and user interactions

YY's revolves around its proprietary , YY Coins, and various virtual items such as roses, which were introduced around 2010 as part of the platform's expansion into social and entertainment features. Users can earn YY Coins through platform activities like participating in sessions or creating content, or purchase them directly with real money via integrated payment systems. These coins enable the acquisition of virtual gifts, including affordable items like lollipops (costing approximately 0.1 RMB, or about 0.02 USD as of 2012) and premium ones like virtual Lamborghinis (up to 2,500 RMB, or roughly 408 USD as of 2012). The core mechanics of the center on gifting during live streams, where viewers purchase and send items to performers, who receive them as animated displays on stage. For instance, as of , a of roses costing around 100 RMB (about 16 USD) yields performers approximately 30 RMB (5 USD) after platform fees. Top recipients, often popular streamers in music or education channels, could earn up to 20,000 USD monthly from these gifts as of , with the exchange rate pegged at roughly 1 YY Coin equating to 0.01 USD. This system incentivizes high-quality content creation while generating revenue through coin sales. Social features enhance user engagement and collaborative earning within the economy. Guild systems allow groups of users to form teams for joint activities, pooling resources to boost collective gifting and earnings during streams. Leaderboards rank top performers and guilds based on gift volumes and activity, fostering competition, while matchmaking algorithms pair users with similar interests or activity levels to facilitate interactions in channels. To maintain integrity, YY implements anti-fraud measures including identity verification for high earners to ensure legitimate withdrawals and daily limits on gifts to curb excessive or abusive transactions. Access codes further secure high-value interactions, preventing unauthorized use of coins. By 2015, the virtual economy contributed approximately 70% of YY's total revenue, underscoring its role in building a robust that supported over 10,000 full-time streamers. This model, where about 1% of users account for the majority of spending (averaging 200 USD annually), has solidified YY's position as a pioneer in monetized user interactions.

Business model and operations

Revenue streams

Prior to its acquisition by Inc. in February 2025, YY generated revenue primarily through services in , with virtual items such as gifts and tips forming the core component, accounting for the majority of its US$233 million in revenues in 2024 (10.4% of parent company JOYY Inc.'s total). Advertising and premium memberships provided secondary streams, including in-stream , sponsored , and tiered subscriptions (e.g., VIP or status) offering ad-free access and enhanced features for fees ranging from $5 to $50 monthly. YY's revenues peaked alongside the parent company's at $2.62 billion in 2021 before declining amid market saturation. Post-acquisition, YY operates as part of Baidu's portfolio, with potential diversification into during live streams and AI-enhanced features, though specific 2025 figures are integrated into Baidu's reporting.

User base and market position

YY's user base is predominantly male (around 70%), aged 18-35, and residents interested in gaming, entertainment, and social interactions. As of 2024, YY had approximately 300 million registered users and around 100 million monthly active users (), with 40% of engagement via devices. In China's live streaming market, YY held about 15% share as of , specializing in voice-based interactions while trailing video leaders like Douyin; post-acquisition, integration with may enhance its position through tools. YY faces challenges from short-video platforms, contributing to user migration trends.

Corporate ownership and subsidiaries

Since February 2025, YY Live has been a subsidiary of Inc. (NASDAQ: BIDU), a leading Chinese technology company focused on search, , and cloud services, following its acquisition from JOYY Inc. for US$2.1 billion. , incorporated in the with primary operations in , integrates YY into its ecosystem to bolster and -driven interactions, including the YYDS powered by DeepSeek technology. YY maintains operational hubs in , , with overseeing strategic direction through its board and committees emphasizing technology and compliance.

Reception and controversies

Cultural impact in

YY has significantly influenced the development of hanmai, a shouting rap genre originating in , by providing a digital platform for its popularization through rooms and live starting around 2012. Users repurposed YY's video features for performative streaming, transforming hanmai from local offline gatherings into a widespread online that expresses urban-rural tensions and social frustrations via high-energy, lyrical shouts. This adaptation fostered a unique "" on YY channels, where performers and audiences built communities around shared regional identities and rebellious aesthetics. The platform has played a pivotal role in nurturing virtual idol culture and fan economies by enabling interactive live events that blend digital avatars with real-time engagement, often attracting massive audiences. For instance, YY-hosted virtual concerts and idol broadcasts, such as those featuring popular groups like Modern Brothers, have drawn over 11 million viewers, highlighting the scale of -driven virtual gifting and loyalty systems. These events exemplify how YY's model empowers "net idols" to monetize fan interactions, contributing to a broader where emotional investment translates into economic value for creators and the platform alike. During the 2020 , YY facilitated remote socializing by offering accessible voice and video rooms that helped mitigate , with users reporting increased reliance on for community building and emotional support. This surge in usage amplified discussions around , as streamers shared personal stories of anxiety and , aligning with broader trends in that promoted coping through online connections amid physical restrictions. YY's contributions to the have empowered rural streamers by democratizing access to audiences and income opportunities, allowing individuals from underserved areas to showcase talents like or and earn through virtual gifts. Pioneering features like real-time gifting have enabled rural participants to build sustainable livelihoods, bridging urban-rural divides and fostering economic independence in regions with limited traditional job prospects. YY, operated by JOYY Inc., has encountered substantial regulatory scrutiny in over , particularly concerning vulgar and lowbrow material on its live-streaming platform. In April 2018, the (CAC) included YY among 18 major live-streaming and short video platforms ordered to bolster content review processes to eradicate vulgar, obscene, or spoofing content, as part of a nationwide campaign to purify online spaces. This directive followed broader efforts to curb inappropriate broadcasts, including temporary restrictions on teen livestreamers and the removal of apps promoting exploitative content. Although YY avoided a specific ban at the time, the platform faced related enforcement actions, underscoring the government's emphasis on moral and cultural standards in digital media. A prominent controversy erupted in November 2020 when short-seller released a accusing JOYY of massive , claiming that approximately 90% of YY Live's reported revenues stemmed from inflated user metrics, bot-generated interactions, and fictitious transactions. The allegations triggered an immediate 40% plunge in JOYY's NASDAQ-listed price, erasing billions in market value and sparking multiple U.S. securities lawsuits alleging misleading disclosures to investors. JOYY vehemently refuted the report as containing "numerous errors, unsubstantiated statements, and misleading conclusions," asserting that its financials were accurate and supported by independent audits; the lawsuits were ultimately dismissed by the Ninth Circuit Court of Appeals in 2023 for lack of evidence of material misstatements. Ethical concerns have centered on the potential of young streamers and underage users on YY's and in the broader live-streaming industry. Investigative reports have highlighted instances of minors engaging in live streams under pressure to perform for virtual gifts and income, raising alarms about labor and inadequate safeguards. In response to national guidelines on protecting minors online, platforms including those operated by JOYY have introduced enhanced age verification protocols, such as ID checks and AI-driven monitoring, to restrict access for users under 18 and prevent predatory interactions. These issues gained renewed attention in when JOYY's subsidiary faced global backlash and app store removals in multiple countries for hosting child sexual material, prompting the company to reaffirm its zero-tolerance policy and invest in advanced detection tools. Following the February 2025 acquisition of YY Live by Inc., ongoing compliance efforts have focused on China's evolving regulations for , effective in 2025, which mandate transparent labeling of AI-generated and ethical use of algorithms to prevent or harmful outputs. As a platform now integrated with Baidu's AI-driven features, including the YYDS powered by DeepSeek technology, YY has updated its moderation framework to include watermarking for and human-AI hybrid reviews, ensuring alignment with CAC directives on responsible AI deployment in . Failure to comply could result in further fines or operational suspensions, reflecting broader tensions between and ethical in China's tech sector.

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