The disease of "addiction" to watching livestreams | SAIGON GIAI PHONG NEWSPAPER

With the explosion of technology as well as the trend of online shopping on e-commerce platforms and social networking sites, the "million dollar" livestream sessions and " livestream warriors" have attracted many viewers.

Users “hunt” for goods at a livestream on social media. Photo: Hoang Hung

Don't see it as... restless

Cooking rice while watching livestreams, hanging clothes to dry, watching livestreams... have almost "permeated" into the daily life of Ms. Thu Hong (living in District 5, Ho Chi Minh City). "If I don't watch, I feel a lack and sad. I watch for fun, not to buy anything," Ms. Hong confided. Also a "fan" of watching livestreams, Mr. Thanh Van (a parking attendant) has a passion for antiques, so every morning, noon or evening he goes to related livestream channels to watch. "If I don't watch livestreams, I feel restless. There are days when I sit and watch from morning to noon," Mr. Thanh Van shared.

It is noted that livestreaming online sales is becoming more and more popular, from clothes, shoes, cosmetics to technology accessories, ornamental birds and fish... Images of many people watching livestreams are not only seen in coffee shops, restaurants, but also in offices and in amusement parks. According to technology experts, with social networking platforms such as Facebook, TikTok..., opening a livestream sales channel is not difficult. There are countless websites and classes teaching livestream sales, just register and pay a fee to start learning. These classes also teach many tricks to keep livestream viewers from leaving their computer or mobile phone screens; there are even tricks like dressing attractively and saying sweet words to customers. Major e-commerce platforms in Vietnam also organize formal training courses for livestreamers, Shopee even has a Shopee "academy" specializing in livestream training.

The risk of shopping addiction

It can be said that the “addiction” to watching livestreams began to form when e-commerce developed. Currently, buying goods through watching livestreams has become an indispensable part of many people’s lives.

According to TikTok Vietnam, livestreams have reached 72% of users learning about products and services in Vietnam, especially during the shopping festival season in early 2024. Many TikTok channels with high followers also attracted attention when they achieved large revenue, earning billions of VND thanks to livestream sales. Meanwhile, Coc Coc browser recorded that the Vietnamese market has had many new changes in shopping habits, with a large proportion of customers shopping via livestream.

According to the report “E-commerce Market - The Time of Shopping and Entertainment” by Kirin Capital Company released in early April 2024, up to 91% of online consumers use mobile phones as an ordering tool. This data shows that the trend of using online shopping applications or using mobile phones to watch livestreams and shop online has become popular.

According to a representative of AccessTrade Vietnam (a company specializing in online marketing), shopping via livestream has the potential to boost e-commerce sales. The three most popular livestream platforms in Vietnam are Facebook (31.9%), Shopee (30.9%) and TikTok (17.2%).

On average, there are 2.5 million livestream sales sessions per month, with the participation of more than 50,000 sellers; the level of online shopping of Vietnamese people ranks 11th in the world . Livestream contributes to the development of e-commerce, but according to experts, it is also a factor causing "addiction" to online shopping.

Many studies have shown that shopping addiction is closely linked to certain illnesses such as bipolar disorder and lack of self-control; and livestream addiction also has other consequences, especially causing viewers to lack social communication skills.

On the other hand, according to psychologists, when a person has the habit of watching livestreams for many hours a day, but then stops watching, he will fall into a feeling of boredom and can lead to stress. Therefore, "addiction" to watching livestreams can also be considered an "online disease", causing no small harm in life.

A survey by market research company Nielsen IQ Vietnam shows that with a large population and good internet usage rate, Vietnam is a potential market for e-commerce development. Specifically, about 95% of online shoppers purchased products from livestream sessions in the first 3 months of 2024.

According to the Vietnam E-commerce White Book 2023, currently the most popular online shopping items are mainly clothes, shoes and cosmetics - with up to 63% of online users participating in shopping; followed by household appliances (53%), technology and electronics (39%). Particularly with livestream, items such as fashion accessories, beauty products, technology accessories... are the most sought after.

BA TAN

Source: https://www.sggp.org.vn/benh-nghien-xem-livestream-post756357.html