JOYY

JOYY operates a dual-sided model. On the consumer side, it owns and runs attention platforms that aggregate users, creators and gamers, then converts engagement into revenue through virtual gifting, subscriptions, in-app purchases and advertising. On the B2B side, it commercialises that audience and data through programmatic advertising products for advertisers and monetisation tools for publishers and developers, extending beyond owned inventory into third-party app supply.

JOYY Inc. is a Singapore-headquartered public internet company operating consumer social and entertainment platforms alongside a growing advertising technology business. Its main consumer assets include Bigo Live, Likee and Hago, which attract users through live streaming, short-form video and social gaming. The company monetises those audiences primarily through in-app purchases such as virtual gifting and through advertising sold across its owned platforms.

In parallel, JOYY has built a B2B advertising stack centred on BIGO Ads and the BIGO Audience Network. These products let advertisers, app developers and publishers buy traffic, acquire users and monetise mobile inventory using JOYY’s first-party data and third-party supply integrations. As a result, JOYY now operates as both a publisher/platform owner and an adtech operator, with revenue coming from consumer spending and advertising take-rates.