Live streaming: the race for market share in Vietnam The live streaming market has become competitive with the presence of many platforms and apps on mobile phones provided by international players and domestic firms.   In April 2011, Youtube launched Youtube Live allowing  live broadcasting of events. In early 2014, TalkTV (or it was called Cctalk at that moment), a product of VNG, was marketed. Focusing on developing two major entertainment programs, streaming Game and Idol live streaming performance, TalkTV quickly attracted a huge number of users. After that, the live streaming video market received new members, both foreign and domestic. These include IdolV of VTC, 88sao, Hallostar and StarTV. Meanwhile, Twitch and Azubu, foreign companies that focus on exploiting the game market. The ‘live streaming boom’ occurred in Vietnam after Facebook opened ‘Facebook live’ to all users on mobile phones. Live streaming has been hot in Vietnam since early 2016. Youtube has Youtube Connect, while TalkTV also offers personal live streaming to all users on its mobile version.  The live streaming market has become competitive with the presence of many platforms and apps on mobile phones provided by international players and domestic firms. Experts say that with 40 million internet users in Vietnam, the majority of whom are young people, it is understandable why live streaming is favored here. Having realized the potential in the vast market, big players now rush to develop products and update live streaming features. Besides Youtube, Facebook, TalkTV (VNG) and Twitch (Amazon), Asian players have joined the Vietnamese market, including Naver (Vapp), KJ (WSTV) and Bigo. VTVGo, belonging to the Vietnam National Television (VTV), has also joined the game by live streaming copyrighted content such as football (Euro 2016). Experts noted that thevYoutube Live platform was usef mostly to live stream events and live shows, while Facebook Live was mostly used by individual users for prompt interactions, and V-Live (Naver) focused on celebrities and K-Pop live shows. TalkTV is called a ‘Vietnamese star’ in the big live streaming game where it confronts foreign giants. Belonging to VNG, the Number 1 internet firm, TalkTV has technical infrastructure to develop high-quality products. As a pioneer in the potential live streaming market, TalkTV now has more than 6 million users, which, as analysts say, serves as the jumping board for TalkTV to become the largest video live streaming entertainment network. Since early 2016, besides Game & Idol, TalkTV’s entertainment content programs have included concerts, events and online/offline interaction formats. Buu Dien