Are you confused about live streaming and its popularity? Reading through the live streaming statistics that follow should help explain this phenomenon that still puzzles millions.
Whether it’s sporting events, concerts, or video game playthroughs, live streaming is one of today’s most common ways of consuming content. With its popularity on the rise, the downfall of cable TV and similar services is just a matter of time. It’s therefore worth considering whether marketers should adapt to this new reality and slowly phase out other forms of advertising.
To answer this, let’s take a look at some of the most important video and live streaming figures.
US consumers prioritize video over written content. The same applies to live videos. This is why live streaming is being adopted as a form of marketing by so many experts in the field. We are bound to see more live-streamed ads in 2020.
Video streaming is not falling behind in popularity, and it’s more than keeping up with the growth of live streaming. This year, the majority of Internet traffic will be directed towards video content, live or otherwise.
Increasing its viewership by 60%, the video streaming market is expected to grow to $70.05 billion by 2021. This marks a significant improvement in market value from 2016 when it was estimated at just under $30.3 billion.
The future of live streaming heavily depends on consumers. Since they are almost 40% more likely to share video than written content, video marketers have nothing to fear. With video, the overall consumer engagement is improved:
56% of video content consumers like the posted content vs. 40% for text.
36% of video content consumers comment on the posted content vs. 27% for text.
On-demand content used to be regarded as one of the marvels of the modern age. The live streaming industry, surprisingly enough, has started to replace it. Viewer attention is now increasingly directed towards live streaming, beating the viewing times of on-demand service providers by as much as 10-20 times.
China is one of the fastest-developing live broadcasting markets in the world, according to live streaming trends. An interesting fact is that 60% of the nation’s live stream hosts were born after the 1990s. The profession also seems to be predominantly female, with just over 20% of the hosts being male.
(Cx Tech News)
Watching live videos is a popular pastime in the western world as well, with live streaming stats pointing to a rapid increase in popularity in the US. Just a few years ago, in 2017, a quarter of Americans watched live-streamed content. Today, this number is quickly approaching half of the population. More than 137 million people stateside watched live-streamed content in 2018.
Sporting events are definitely the most popular type of content for Americans. Live streaming sports statistics suggest that Super Bowl’s live streaming numbers went up by 19% in 2019, to a total of 560 million minutes consumed. This sporting event was seen on 7.5 million devices across the US across various live stream sites.
Whether it’s their favorite sports team, speaker, or performer, almost half of live video consumers are willing to pay for watching live video streaming that involves their favorites.
Live streaming platforms come with some drawbacks — roughly 1 in 10 users are able to easily find what they’re looking for on these platforms. The rest struggle with content discovery and recommendations and describe them as deeply inadequate, showing how much of a hassle online live streaming can be.
Another major drawback of live streaming online today is video quality. In addition to the 30-90 seconds of average video delay, bad image quality is something not many consumers can put up with. Live video streaming statistics find that an average viewer gives a live stream a minute and a half before they leave it due to poor image quality.
Short clips created by users make more than half of all live video content streamed on smartphones. This includes streaming on Instagram, Snapchat, and other similar platforms.
Unsurprisingly, younger generations account for the majority of the live streaming audience and creators. Streaming statistics show that 63% of Millennials have watched live video content, while 42% have participated in creating this type of content. Social media live stream is especially popular (as you’ll see below).
Live streaming increases ticket sales, especially when it comes to music festivals. Festivals like Coachella that are live-streamed in their entirety are much more likely to be attended by those having watched the stream — statistics about live streaming audience indicate that 30% of those who watch will be at the event next year.
Among those aged 18-29, live video streaming sites, as well as Netflix and similar streaming services are much more popular than traditional TV subscriptions. While 70% of Millennials pay for Netflix and the like, 64% of the generation still has a pay-TV subscription, according to streaming stats.
17% of US Internet users list Facebook as their favorite platform for live video consumption. Meerkat shares the top spot with the same percentage. YouTube Live and Younow are close behind, with 16% of Internet users listing them as their preferred viewing platform. Snapchat and Twitter follow with 12%, Periscope is preferred by 9% of US Internet users, while 9% list other viewing platforms, according to the latest live video streaming usage statistics.
Facebook Live videos gathered 2 billion views between 2016 and 2018, as the latest Facebook Live stats show. Similarly to 2017, they accounted for around a fifth of all videos on this social media platform.
With 2.4 billion users, Facebook is the most popular social media platform in the world. Close to 80% of Internet users watch Facebook Live videos, and spend 3x more time on them compared to traditional videos. Live streaming facts and stats about video quality also apply here — 90% rate it as the most important aspect.
During 2016, Facebook ran a campaign to promote Live video, paying 140 media publishers over $50 million to create live content. Buzzfeed (paid $3.1 million), New York Times (paid $3 million), and CNN (paid $2.5 million) were just some of the media publishers paid for making live videos.
The majority of live video viewers on Twitter are young adults. Live streaming websites statistics show that 70% of those who followed the NFL live video event on Twitter last year were younger than 35. Our video marketing statistics show how marketers can benefit from this fact.
When the Animal Adventure Park YouTube channel was first launched, no one expected that it would peak in just 66 days. The channel started live-streaming their giraffe’s pregnancy and more than 232 million people tuned in. This stream climbed to the second spot on the most viewed live stream list on YouTube, with 7.6 billion minutes of live watch-time and average watch time of 30 minutes.
Even though the rise of live streams started back in 2015, the last two years have seen the peak of their popularity. According to YouTube, almost two-thirds of the most popular live streams occurred during this period.
(Think with Google)
Arguably the best live streaming platform, Twitch attracts a fairly young audience. The majority of users on this social media live streaming platform (81.5%) are male, with more than half of all users aged between 18 and 34.
Depending on the month, the number of Twitch broadcasters fluctuates by a million. As one of the most popular streaming platforms, with 220,000 affiliates and 27,000 partners, Twitch has average daily watch time of 95 minutes. Out of over 9 million channels, the most watched Twitch stream for January 2020 is GamesDoneQuick with more than 20 million viewer hours. Find more interesting Twitch statistics in our previous article.
During the last 3 years, the use of video as a means of advertising has increased by 24% among businesses. Live streaming is not yet at these levels of use, but we can expect more businesses to start incorporating it in their marketing strategies.
Live streaming business statistics show this form of advertising is on the rise, given the demand by consumers and the satisfaction of video marketing professionals; 88% are satisfied with the ROI of video marketing on social media.
With the popularity of video still climbing, one of Facebook’s higher-ups came out with a bold prediction — Nicola Mendelsohn, the social network’s VP for EMEA, suggested that Facebook will be almost fully mobile by 2021 and consist entirely of video.
Video and live streaming marketing are also being adopted by businesses that sell products or services to other businesses. Not only that, but the majority of these businesses have had a positive experience with this type of marketing, same as B2C companies.
With video making and streaming having both grown to become a viable career path, it was just a matter of time before they also made the list of the most desirable forms of marketing.
Live streaming is not only the future of entertainment; it might also emerge as the future of marketing. As evidenced by these live streaming statistics, consumers would rather watch a video than read through texts, and marketers are more than happy to oblige.