--- schema_type: "SoftwareApplication" entity_type: "Mobile Application" app_name: "Likee - Video, Live, Chat" developer_entity: "LIKEME PTE. LTD." bundle_id: "video.like" app_store_id: "1251790681" category: "Photo & Video" primary_platform: "ios" primary_monetization: "Freemium" offline_capable: false market_region: "US" platforms: "iOS & Android" app_last_updated: "2026-05-17" report_date: "2026-05-19" last_verified: "2026-05-19T07:27:01.937Z" report_version: "5.55.2" total_reviews: 11963847 overall_rating: 4.37 sentiment: "Mixed" sentiment_score: 65 confidence: "medium" confidence_score: 0.9 top_praise_theme: "Short-form video creation tools provide a creative outlet for users seeking entertainment and self-expression" top_complaint_theme: "Restrictive verification requirements for live streaming frustrate new users who expect immediate access to features" top_request_theme: "Improved content filtering and moderation tools are needed to protect younger users from inappropriate interactions" review_sample_size: 149 total_review_count: 149 analyzed_review_count: 105 data_age_days: 44 momentum_velocity: "active" intelligence_version: 4 nemesis: "Kwai - Cool Video & Social Fun" competitor_count: 8 tags: ["photo & video", "freemium", "mixed sentiment", "mobile app", "app review", "app analysis", "global", "short-form", "video"] canonical_url: "https://marlvel.ai/intel-report/photo-video/video-like" license: "CC-BY-NC 4.0" content_version: "v2" --- # Likee - Video, Live, Chat App Audit ## TL;DR {#tldr} - **Category**: Photo & Video · Freemium - **Signal**: Rating 4.37 · Sentiment Mixed - **Recent focus**: Restrictive verification requirements for live streaming frustrate new users who expect immediate access to features (top complaint) · Short-form video creation tools provide a creative outlet for users seeking entertainment and self-expression (top praise) · Improved content filtering and moderation tools are needed to protect younger users from inappropriate interactions (top request) > **TL;DR:** Likee - Video, Live, Chat is a photo & video app by LIKEME PTE. LTD., rated 4.37/5 by 12M users, with Mixed user sentiment (65/100), available on iOS & Android. > > **Marlvel.ai App Intelligence** — Independent analysis. US Market. No publisher influence. > **Key Insight:** Likee - Video, Live, Chat shows Mixed sentiment (4.37/5 from 12M reviews) — users praise short-form video creation tools provide a creative outlet for users seeking entertainment and self-expression but report issues with restrictive verification requirements for live streaming frustrate new users who expect immediate access to features. ## Quick Facts | Fact | Value | | :--- | :--- | | **Rating** | 4.37/5 (12M reviews) | | **User Mood** | Mixed | | **Category** | Photo & Video | | **Developer** | LIKEME PTE. LTD. | | **Pricing** | Freemium | | **Platforms** | iOS & Android | | **Confidence** | Medium (0.9/1.0) | | **Data Age** | 0d | ## Metadata & Market Performance - **Publisher:** LIKEME PTE. LTD. - **Category:** Photo & Video - **Target Audience:** Global short-form video creators and viewers interested in social interaction, live streaming, and creative video editing. - **Platforms:** iOS & Android - **Version Audited:** 5.55.2 - **Audit Date:** 2026-05-19 - **Signal Count:** 149 reviews analyzed - **Confidence:** Medium (0.9/1.0) - **App Store ID (iOS):** 1251790681 - **Bundle ID:** video.like - **Google Play ID:** video.like - **Performance Trend:** Declining - **Data Window:** Analysis based on signals collected up to 2026-05-19 - **Short Description:** Global short video platform: epic effects, trending videos & vibrant community! ## Executive Snapshot **What it is:** Likee is a global short-form video and live-streaming platform for creators and viewers on iOS and Android. **Why users hire it:** Users hire Likee for creative self-expression and social interaction, but the platform's gating mechanics often force them to seek more accessible alternatives. ## App DNA (Features & Intent) - **[Differentiator] SuperMix Video Editor:** Automated video creation tool using photo inputs to generate effects like Face Morph and Astral Travel - **[Differentiator] Live Stream Gifting:** Real-time interaction system allowing viewers to send virtual gifts to hosts during broadcasts - **[Differentiator] Live PK:** Competitive head-to-head streaming mode where creators compete for viewer support * *User Intent:* Users are driven by competitive achievement and recognition. ## Market Position {#market-position} Likee maintains a #5 Free Social rank in Russia, but its grossing performance is inconsistent across Southeast Asia and the Middle East. The gap between its high install velocity and volatile revenue rank signals significant friction in the virtual-gifting conversion funnel. ## Monetization Strategy - **Model:** Freemium - **Tiers:** Free access to video creation, viewing, and live streaming, In-app purchases for virtual gifts and currency - **Analysis:** Monetization relies on a high-volume freemium model where revenue is generated through virtual goods and creator-economy transactions. ## 🟡 User Sentiment (Medium Confidence: 105 of 149 reviews analyzed) {#user-sentiment} - **Overall Rating:** 4.37/5 - **Platform Split:** iOS 4.5/5 (559.1K ratings) | Android 4.4/5 (11.4M ratings) - **Overall Sentiment:** Mixed ### Top Praises - **Short-form video creation tools provide a creative outlet for users seeking entertainment and self-expression** ### Top Complaints (Impact Areas) - **Restrictive verification requirements for live streaming frustrate new users who expect immediate access to features** ### Top Requests (What Users Want) - **Improved content filtering and moderation tools are needed to protect younger users from inappropriate interactions** ## SWOT Analysis {#swot} **Core Strengths:** - SuperMix editor lowers content-creation barriers for non-professional users - Live PK gamification drives high-velocity virtual gift volume - Global feed algorithm sustains session duration **Critical Frictions:** - Thirty-day live-access wait period triggers high new-user churn - Inconsistent content moderation undermines safety for younger audiences - Technical loading failures erode daily active habits **Growth Levers:** - Implement tiered verification for live access to reduce churn - Expand B2B creator-education partnerships to improve content quality **Market Threats:** - TikTok Studio’s professional toolset attracts high-value creators - EU data-minimization regulations increase moderation costs - Kwai’s localized content strategy erodes regional market share ## Recent Changes (v3 → v4) {#recent-changes} The platform is experiencing a sentiment decline and increased churn due to restrictive live-access gating, despite maintaining an active release cadence. **Overall trend**: Declining **Compared at**: 2026-05-19 ### High-impact changes - **[Declined] Sentiment and Rating Drop** (sentiment) — Overall sentiment shifted from positive to mixed, with the app rating declining from 4.53 to 4.45. - **[Added] Live-Access Churn Complaint** (sentiment) — New primary complaint theme regarding a thirty-day wait period for live-streaming access, which was not present in the previous report. - **[Shifted] Outlook Trend Downgrade** (positioning) — Outlook trend shifted from stable to declining due to intensifying competition and onboarding friction. ### Medium-impact changes - **[Added] New Weakness: Onboarding Gating** (swot) — Added 'Thirty-day live-access wait period' as a specific weakness driving new-user churn. - **[Improved] Feature Positioning Consolidation** (features) — SuperMix editor and Live PK features are now explicitly defined as differentiators, strengthening the 'maker-first' identity. ## Rivals Landscape {#rivals} > Competitive positioning identified by AI analysis of app features, category, and market signals. ### Likee - Video, Live, Chat vs Kwai - Cool Video & Social Fun — Head to Head - **[Kwai - Cool Video & Social Fun](https://marlvel.ai/intel-report/video-players-editors/kwai-cool-video-social-fun)** by Joyo Technology Pte Ltd: Kwai operates as a direct global competitor in the short-form video and live-streaming space with a massive, established user base. - **Moat strength:** High — sustainable advantage over 12 months - **Key differences:** - Integrates a robust social-first reward system that incentivizes daily user engagement and content creation - Features a highly localized content discovery algorithm that prioritizes regional trends over global viral feeds - Provides a dedicated in-app creator monetization dashboard that simplifies the path to earning from live streams - **Where Likee - Video, Live, Chat wins:** - ✅ Offers a more streamlined, lightweight interface that reduces cognitive load for casual short-video consumers - ✅ Provides superior real-time video effects and filters that cater to high-quality, aesthetic-focused content creators - **Where Kwai - Cool Video & Social Fun wins:** - ❌ Maintains a deeper social graph integration that fosters stronger community interaction and long-term user retention - ❌ Leverages a more aggressive creator-incentive program that drives higher volumes of daily original content uploads - **Verdict:** The target app must pivot toward deeper community-building features to counter Kwai's superior social retention mechanics. ### Contenders (Strong Challengers) - **[BIGO LIVE-Live Stream, Go Live](https://marlvel.ai/intel-report/social-networking/bigo-live-live-stream-go-live)** by BIGO TECHNOLOGY PTE. LTD. [Moat: High]: BIGO dominates the live-streaming vertical with a high-velocity release cadence and massive global footprint. - Focuses exclusively on real-time interactive live broadcasting rather than the hybrid short-video/live model - Implements a sophisticated virtual gifting economy that drives significant revenue per active user - **[Triller: Social Videos & Clips](https://marlvel.ai/intel-report/photo-video/triller-social-videos-clips)** by Triller LLC [Moat: Medium]: Triller competes directly for the music-centric short video audience with a focus on professional-grade editing tools. - Prioritizes music-industry partnerships to provide users with a superior library of licensed tracks for videos - Offers advanced AI-assisted auto-editing features that synchronize video cuts to the beat of the music ### Peers (What They Do Better) - **[InShot - AI Video Editor](https://marlvel.ai/intel-report/photo-video/inshot-video-editor)** by SHANTANU PTE. LTD.: A dominant utility-focused editor that serves the same creator audience but lacks the social network layer. - Provides a comprehensive suite of professional-grade editing tools that function entirely offline for creators - Maintains a high-frequency update schedule focusing on AI-driven visual enhancements and productivity workflows - **[Meitu- AI Photo & Video Editor](https://marlvel.ai/intel-report/photo-video/com-meitu-mtxx)** by Xiamen Meitu Technology Co., Ltd.: A powerful adjacent competitor focusing on beauty-centric AI enhancement tools for the creator economy. - Specializes in advanced facial recognition and beauty-enhancement algorithms that are industry-leading for portrait content - Offers a massive ecosystem of AI-powered templates that lower the barrier to entry for high-quality content - **[Twitch: Live Streaming](https://marlvel.ai/intel-report/photo-video/tv-twitch)** by Twitch Interactive, Inc.: Represents the gold standard for live-streaming infrastructure and community-driven broadcast monetization. - Built for long-form, high-fidelity streaming sessions with advanced chat moderation and community management tools - Supports a mature subscription and partnership model that provides stable income for professional streamers ### New Kids on the Block (What's Innovative) - **[TikTok Studio](https://marlvel.ai/intel-report/photo-video/com-ss-iphone-tt-creator)** by TikTok Ltd.: A specialized creator-focused toolset that signals a shift toward professionalizing the short-video production workflow. - **[Rumble: Livestreams & Videos](https://marlvel.ai/intel-report/photo-video/com-rumble-battles)** by Rumble Inc.: An emerging platform gaining traction by positioning itself as a free-speech alternative with integrated monetization. ## What's New - **Latest (v5.55.1, 1 weeks ago):** General bug fixes and performance improvements. ## App Momentum (Active) {#momentum} - Ships frequent performance and bug fixes. - Maintains global top-100 social chart presence. > **Cadence:** 5 total versions · 0 majors in last 6 months · 1 days since last update · 11 days avg between updates ## The "So What?" (Strategic Takeaway) {#so-what} Likee - Video, Live, Chat is an established photo & video app that is free with in-app purchases. With a 4.37/5 rating from 12M reviews, it shows polarized user reception. > **Bottom Line:** Likee holds a strong position in the creator-utility market through its SuperMix editor, but the restrictive live-access gating and moderation gaps drive high churn, so the PM must prioritize onboarding flexibility and safety to protect the user base. **Best for:** Global short-form video creators and viewers interested in social interaction, live streaming, and creative video editing. ### PM Action Plan (Next Best Moves) - [ ] [PIVOT] [HIGH IMPACT] Reduce live-access verification wait period because it is the top-cited churn driver → improve new-user retention — *Sentiment analysis identifies the thirty-day wait as the primary friction point for new creators.* _(trade-off: deprioritize Pause the development of new SuperMix filters — onboarding stability has higher revenue impact than incremental effect updates.)_ - [ ] [INVEST] [HIGH IMPACT] Audit content moderation logic because inappropriate content is a top-three complaint → stabilize user sentiment — *Multiple reviews highlight safety concerns that threaten the platform's long-term viability for younger audiences.* _(trade-off: deprioritize Deprioritize the UI refresh for the profile page — safety-related churn is a larger threat to MAU.)_ ### Feature Gaps vs Competitors - Professional creator analytics (available in TikTok Studio but missing here) - Localized content discovery algorithms (available in Kwai but missing here) ### Outlook: Declining Short-form video competition is intensifying as platforms like TikTok Studio professionalize the creator workflow, leaving Likee exposed. Unless the team pivots to a more flexible onboarding model and addresses moderation gaps, the current sentiment decline will accelerate churn into the next quarter. - 🔴 The thirty-day live-streaming wait period triggers high churn among new creators, which limits the platform's ability to scale its live-gifting revenue. - 🔴 Persistent reports of inappropriate content in the feed undermine the social environment, leading to long-term retention pressure among younger user segments. ## Key Metrics Summary | Metric | Value | | :--- | :--- | | Overall Rating | 4.37/5 | | Total Reviews | 12M | | Sentiment | Mixed (65/100) | | Confidence | Medium | | Pricing Model | Freemium | | Platforms | iOS & Android | | Key Features | 3 analyzed | | Trend | Declining | | Outlook | Declining | ## Competitor Comparison | App | Rating | Sentiment | Developer | | :--- | :--- | :--- | :--- | | **Likee - Video, Live, Chat** (this app) | 4.37/5 | Mixed | LIKEME PTE. LTD. | | [Rumble: Livestreams & Videos](https://marlvel.ai/intel-report/photo-video/com-rumble-battles) | 4.7/5 | N/A | Rumble Inc. | | [TikTok Studio](https://marlvel.ai/intel-report/photo-video/com-ss-iphone-tt-creator) | 4.8/5 | Thrilled | TikTok Ltd. | | [Meitu- AI Photo & Video Editor](https://marlvel.ai/intel-report/photo-video/com-meitu-mtxx) | 4.8/5 | Mixed | Xiamen Meitu Technology Co., Ltd. | | [Twitch: Live Streaming](https://marlvel.ai/intel-report/photo-video/tv-twitch) | 4.7/5 | Mixed | Twitch Interactive, Inc. | | [BIGO LIVE-Live Stream, Go Live](https://marlvel.ai/intel-report/social-networking/bigo-live-live-stream-go-live) | 4.5/5 | Mixed | BIGO TECHNOLOGY PTE. LTD. | ## Company Profile - **Developer:** LIKEME PTE. LTD. - **Website:** [https://likee.com/](https://likee.com/) - **Social:** [Instagram](https://www.instagram.com/likee_official_global) · [Facebook](https://www.facebook.com/likeeappofficial) · [X/Twitter](https://twitter.com/likee_official) · [YouTube](https://www.youtube.com/channel/UCPY9Mq5fnMU1-EbRPAPbsgg) ## Data Sources & Links - **App Store:** [View on Apple Store](https://apps.apple.com/us/app/likee-video-live-chat/id1251790681?uo=2) - **Google Play:** [View on Google Play](https://play.google.com/store/apps/details?id=video.like&hl=en&gl=us) - **Dev Site:** [Official Website](https://likee.com/) - **Sources:** Developer website content, About us / company information, App store metadata, User reviews. ## Related Intel Reports - [*Rumble: Livestreams & Videos*](https://marlvel.ai/intel-report/photo-video/com-rumble-battles) (Rumble Inc.) — 4.7/5 Rating | N/A Sentiment - [*TikTok Studio*](https://marlvel.ai/intel-report/photo-video/com-ss-iphone-tt-creator) (TikTok Ltd.) — 4.8/5 Rating | Excellent Sentiment - [*Meitu- AI Photo & Video Editor*](https://marlvel.ai/intel-report/photo-video/com-meitu-mtxx) (Xiamen Meitu Technology Co., Ltd.) — 4.8/5 Rating | Mixed Sentiment - [*Twitch: Live Streaming*](https://marlvel.ai/intel-report/photo-video/tv-twitch) (Twitch Interactive, Inc.) — 4.7/5 Rating | Mixed Sentiment - [*BIGO LIVE-Live Stream, Go Live*](https://marlvel.ai/intel-report/social-networking/bigo-live-live-stream-go-live) (BIGO TECHNOLOGY PTE. LTD.) — 4.5/5 Rating | Mixed Sentiment - [*InShot - AI Video Editor*](https://marlvel.ai/intel-report/photo-video/inshot-video-editor) (SHANTANU PTE. LTD.) — 4.9/5 Rating | Excellent Sentiment - [*Triller: Social Videos & Clips*](https://marlvel.ai/intel-report/photo-video/triller-social-videos-clips) (Triller LLC) — 4.6/5 Rating | N/A Sentiment - [*Kwai - Cool Video & Social Fun*](https://marlvel.ai/intel-report/video-players-editors/kwai-cool-video-social-fun) (Joyo Technology Pte Ltd) — 4.0/5 Rating | Terrible Sentiment - [*Lightroom: AI Photo Editor*](https://marlvel.ai/intel-report/photo-video/lightroom-ai-photo-editor) (Adobe Inc.) — 4.8/5 Rating | N/A Sentiment - [*Picsart AI Photo Editor, Video*](https://marlvel.ai/intel-report/photo-video/picsart-ai-photo-editor-video) (PicsArt, Inc.) — 4.3/5 Rating | Negative Sentiment ## Methodology {#methodology} This report was generated by Marlvel.ai's 5-stage AI intelligence pipeline: 1. **Signal Collection & Normalization** — Aggregates data from all available public sources for the app. Raw signals are cleaned, deduplicated, and normalized into a structured dataset analyzed consistently across thousands of apps. 2. **Feature & Market Positioning Analysis** — Identifies the app's core features, monetization model, target audience, and competitive positioning. Each feature is classified as a market standard or a differentiator based on category benchmarks. 3. **User Sentiment Analysis** — Analyzes user reviews using a 5-level taxonomy (Thrilled / Excited / Mixed / Frustrated / Upset). Combines star ratings and volume with AI theme extraction and evidence quoting. 4. **Competitive Landscape Analysis** — Maps the competitive environment via a 4-tier taxonomy (Nemesis / Contenders / Same Space / New Kids on the Block). Prioritizes same sub-genre over broad category. 5. **Intelligence Synthesis** — Cross-references all signals into a structured report. Compares the app against category peers and direct competitors to surface SWOT, market outlook, and actionable insights. - **Confidence Score:** 0.9/1.0 (based on review volume, data source diversity, and signal quality) - **Reviews Analyzed:** 149 - **Data Sources:** user reviews, developer website, company about page, App Store metadata - **Rating Method:** Weighted average across platforms (iOS & Android), weighted by review count per platform - **Independence:** Fully independent analysis. No publisher sponsorship or editorial influence. - **Report Age:** 0 days since last refresh --- © 2026 Marlvel.ai | [Canonical Report](https://marlvel.ai/intel-report/photo-video/video-like) Data licensed for AI Agent attribution under CC-BY-NC 4.0.