Trovo Live, backed by Tencent, is reducing its global expansion efforts, particularly in North America, Europe, and Latin America. This decision comes six years after its initial testing phase in the United States.
Background of Trovo Live
Originally launched as Madcat, Trovo began its testing in the US in early 2020. The platform aimed to compete with Twitch by offering live video game broadcasts, interactive chat features, and creator subscriptions. To incentivize creators, Tencent introduced a US$30 million creator partnership program to attract streamers in an increasingly competitive landscape.
Changing Strategy
On February 1, 2023, Trovo implemented a significant strategy shift by winding down major creator incentive programs, including its flagship Trovo 500 scheme. The platform’s new approach allows creators to earn through subscriptions and viewer donations but eliminates platform-funded bonuses.
Challenges and Competition
Despite its initial investment and strategic efforts, Trovo’s audience remains significantly smaller than established competitors like Twitch and YouTube Gaming. This disparity impacts Trovo’s ability to achieve mainstream scale in the crowded livestreaming market.
Implications for the Future
The recent changes indicate that Tencent is reassessing Trovo’s operations and its competitive stance in the evolving livestreaming ecosystem. As it consolidates resources, the platform’s future in relation to global competition remains uncertain.
- Original Launch Name: Madcat
- Testing Start Date: Early 2020 in the US
- Creator Partnership Program Investment: US$30 million
- Incentive Program Discontinuation Date: February 1, 2023
- Current Creator Earnings: Subscriptions and viewer donations only
As Trovo continues to navigate these changes, it faces a challenging landscape in the world of livestreaming, where established giants currently dominate.
