VOOV is a recently-created live streaming app for South African entertainment-gurus. Similar to other competing entertainment apps, its users connect and interact with the live streams of other users. Most people will simply watch their favourite icons streams, but they also have the opportunity to create their own live videos to connect with friends and followers. However, unlike most others applications, it has recently launched a DSTV component for supporters to watch featured users of the platform. This registers as a milestone achievement for a streaming app, especially for one that recently started airing. Moreover, the streaming service has caught the attention of numerous South Africans, including celebrities. Television presence bolstered this. The success of the platform reveals much about how modern-day media connects to its audience. It brings its fans as close as possible to their idols.
Some celebrities such as Somizi Mhlongo, DJ Zinhle, Pearl Thusi, Khanyi Mbau and DJ Zinhle have streamed aspects of their personal lives on the service. Their shows (and others) are aired real-time both on the app and on DSTV, while countless are users continue sharing content via the app. The app´s website explains how people are featured in the television programme. A user has to go live with relevant content, be noticed and create many viewer interactions. Offline content, which the service calls Mini Videos, allows for short pre-recorded inserts.
Why it works
First, the app is simple. To become a user, any South African over the age of 14 needs a stable internet connection, some content ideas and a flair for personality. Second, it´s genuine. The stream occurs in real-time and is often unrehearsed personal content. People can feel closer to other users. Also, the use of video instead of text or photo can make the user interactions more personal. Third, it´s new. There is not much functionally different between VOOV and pre-existing live streaming ideas. It just happened to bubble up at the right time to make it fresh. In fact, people are recently starting to shy away from conservative media like Facebook and YouTube for even more exciting internet ventures. After some time, regardless of how much a platform adapts, users just want something news.
In fact, social media is continually re-inventing itself. New, compelling sites absorb older sites which are unable to adapt, such a Myspace. Currently, massive multimedia enterprises are catching fewer young users leading to sites like YouTube and Facebook slowly curbing toward an older average user.
At some point, even VOOV may find itself struggling to satisfy youth. But for now, download the app on Google play or Apple iStore.
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