In the early days of Bigo Live, it wasn’t uncommon to witness jaw-dropping scenes: virtual yachts gifted in succession, diamond showers lighting up the screen, and streamer rankings dominated by a handful of ultra-wealthy “whales.” These big spenders, often referred to as 土豪 (tuhao) in Chinese internet slang, built their reputations on high-value gifts and impulsive, showy generosity.

But over time, the landscape of virtual spending has evolved. While big gifting still exists, many of Bigo’s top supporters are shifting from flashy one-time donations to consistent, calculated contributions. This marks a transformation not just in consumer behavior, but in the culture of support and influence on the platform.

The Era of Extravagance

At its peak, Bigo Live’s tuhao culture was all about spectacle. Donating hundreds of thousands of diamonds in one sitting was a way to show dominance, court popular streamers, or climb to the top of the weekly contributor charts. These users often competed against each other in live PK battles, and streamers relied heavily on their few elite supporters for income and status.

This style of spending drew attention, but it also created instability. Once a tuhao disappeared—or moved to another streamer—their absence left noticeable gaps in the community and in the broadcaster's income.

Shifting Toward Strategy and Sustainability

In the past year, more and more wealthy users are changing their approach. Instead of blowing through large sums in a single session, they now focus on long-term relationships with streamers, spreading their contributions over time and often across multiple creators.

This trend mirrors broader shifts seen in digital gifting:

Tiered loyalty systems encourage consistent daily or weekly support over massive one-time gifts.

Streamer subscription perks and limited-time VIP events offer better value for lower but recurring spending.

More platform transparency allows users to track their own contributions and manage budgets wisely.

Some users even plan their giving based on event schedules and ranking deadlines, maximizing their diamond usage with strategic top-ups and gift timing.

The Psychology Behind the Shift

There are a few key factors driving this evolution:

Desire for lasting influence – Regular contributors often gain more trust and interaction from streamers than sudden big spenders.

Community belonging – Being part of a creator’s inner circle or “family” brings emotional satisfaction that goes beyond flashy leaderboards.

Platform incentives – Bigo now rewards consistent supporters with recognition badges, engagement rankings, and exclusive interactions.

For many modern tuhao users, the goal is no longer about showing off. It’s about building meaningful digital relationships—and that requires time, presence, and smart financial choices.

A New Support Economy

This shift in behavior is shaping a new support economy on Bigo Live. Streamers are adapting by engaging more deeply with loyal fans, diversifying content to attract sustainable contributors, and becoming less reliant on just one or two high-spending viewers. The result is a more balanced, stable, and inclusive environment for creators and fans alike.

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