YouTube's new gifting feature for vertical livestreams will allow viewers to buy digital gifts for creators, granting them 'rubies' redeemable for monetary value. This initiative closely mirrors TikTok's successful gifting system which has proven effective in e-commerce.
The implementation of YouTube's gifting feature reflects a competitive drive in the livestream e-commerce sector, which has seen significant revenue growth, with predictions estimating it could reach $68 billion in the U.S. by 2026.
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