Santa Claus is taking his online presence to another level by livestreaming on TikTok. With 1.3 million followers, Santa is hoping his fans will send him digital gifts using TikTok Coins. While he livestreams, Santa rarely mentions anything about Christmas and instead focuses on promoting his subscriber-only chat. But Santa’s livestreaming isn’t the only strange thing happening on TikTok. Users can watch a man who slaps himself every time he receives a gift, a streamer who sleeps for money, and salespeople selling various products like wigs and crystals. The livestreaming section of TikTok is a vibrant marketplace where billions of dollars are spent. ByteDance, the owner of TikTok, takes a cut of the revenue earned by creators on the platform. TikTok Live has become a major source of revenue for the app, surpassing $1 billion in consumer spending in a single quarter. Users can purchase TikTok Coins to give digital gifts to their favorite creators, which contributes to their popularity score and can eventually be turned into actual money. Giving gifts on TikTok is cheap and easy, with options like a digital rose costing just one Coin. The low price point attracts users who may not typically pay for content. While Twitch also allows users to give tips to creators, the dynamics on TikTok are different as interactions are often quick and transactional. Viewers pay for a sliver of attention or a slice of control, rather than offering gratuity. This participatory nature of livestreaming is not new, as previous examples like reality shows allowed audiences to participate in the spectacle. TikTok Live capitalizes on the demand for immersive entertainment, where creators work tirelessly to hold audiences’ attention for as long as possible. While it may seem strange to see creators working hard for little pay, perhaps we are all too busy paying for personalized experiences to notice.
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