User first design is crucial for the future of streaming

With advancements in technology comes new opportunities for revenue, such as streaming media — when people view videos and audio files without downloading them. In the Asian Pacific (APAC) region, the video streaming market is projected to be worth $112.89 billion by 2030, and companies such as Agora inc. hope to capitalise on this trend by keeping the user at the forefront of tech development.

Live in Southeast Asia

Although streaming is becoming a more popular form of entertainment in Southeast Asia, the market is dominated by international giants and regional streaming companies. For example, the top five streaming services watched in Thailand included Netflix, and two local Thai companies, Kitty Live and Monomaxxx. Similarly, in Vietnam, the third most watched streaming service was local Vietnamese streaming company, Fim+. 

Since these companies are local, they are more aware of what is popular in their region and provide more tailored services to their consumers. As a result, for foreign companies that want to capitalise on this streaming trend, but do not have the same size as Netflix nor a local advantage, selling software that improves the customer experience to streaming companies is another option.

Predominant mobile devices

One such company is Agora, which provides real time communication (RTC) services, such as ones used for live streaming. The company provides software services and will be increasingly developing products that are mobile oriented. What this means is that streaming services using their product will be tailored to the smartphone for a more positive user experience on the device.

Traditionally, streaming services are adapted to the laptop, with platforms such as Twitch and Netflix emerging first as a website, and later being adapted to the mobile device. Since the computer has a much higher processing power than a smartphone, streams recorded on software made for the computer may be too elaborate for the phone. 

It can be argued that the type of streams made with a phone are different from the ones made with devices of higher processing power, where one on one interactions or meetings may be more viewed on mobile devices, but videos such as performances or gaming streams will be better suited for the computer.

In Southeast Asia, streaming is mostly watched on smartphones. 69% and 89% of users in Indonesia and Malaysia respectively use their mobile devices to consume content, meaning that most companies would benefit from using software designed with the smartphone in mind. This might entail software that prioritises a stable connection as opposed to premium graphics, which may exceed the devices’ bandwidth and impede the user experience.

"Agora is actively responding to the rapid shifts in the APAC video streaming landscape," said Effie Fang, Director of Agora’s APAC Sales Team. "Our technology not only supports but also drives innovation in how businesses interact with their audiences. Leveraging our advanced real-time communication solutions, companies can enhance user engagement and capitalise on the market’s explosive growth."

Future ready

Presently, Agora is implementing AI for functions such as suppressing background noise and real time transcription. These aspects of their services hope to integrate voice, video, and interactive features, so that the companies using their service will be able to maintain a stream even when people are in busy environments or places with low bandwidth network. 

This would encourage users to engage with this company, as the making and consuming of streams would be more smooth, so that content creators and stream watchers would not have to worry about aspects such as frustrating audio, laggy streams, or being disconnected.

Moving forward, Agora plans to continue developing their digital solutions with AI and multimodal communication technology. The company is also notable due to their emphasis on developing regional expertise. Agora invests in localised training so that its employees can deliver tailored solutions that meet the needs of each market.

This is pertinent in Southeast Asia, as we previously mentioned, local streaming services are popular in their respective countries, and therefore, likely require specific assistance as they provide regionally specific content. The company hopes to expand into other Asian markets, such as South Korea and Japan, in sectors like media, entertainment, and live commerce. 

Throughout this, the companies must also always have the experience of the users in the forefront of their mind. To do so, companies like Agora will have to optimise solutions for 5G networks, tackling security and privacy issues, and anticipating future advancements in technology to ensure that those who consume entertainment will continue to use their product.

Tony Wang, Co-Founder and Chief Revenue Officer at Agora said: “We are seeing unparalleled growth in the video streaming market, and Agora’s technology is at the forefront of this revolution.”  

“Our commitment to innovation ensures we meet current demands while anticipating future trends like AI integration, multimodal communication, and immersive AR and VR experiences. The key is enabling businesses to deliver real-time, interactive experiences that keep users engaged, no matter where they are.”