Live Streaming Statistics Every Marketer Should Keep In Mind in 2019

by Victor Yanev

Don’t you get tired of all those polished up commercials with always-smiling people? They look insincere and it’s highly doubtful they’ll persuade you to buy something.

If only companies knew how to present their products and services in a more personal way…

Well, marketers are beginning to understand this, as evidenced by the live streaming statistics below.

This is why videos are gradually becoming the number one medium for achieving brand awareness.

Here are some numbers to get you warmed up:

Impressive Live Streaming Statistics

  • 87% of businesses now use video as a marketing tool (an increase from 63% in 2017 and 81% in 2018)
  • 96% of people say they’ve watched an explainer video to learn more about a product or service
  • 79% say a brand’s video has convinced them to buy a piece of software or an app
  • Videos on social media generate 1200% more shares than texts and images
  • The key phrase “Facebook live stream” has enjoyed a 330% increase in searches from 2016 to 2018
  • Companies that use video enjoy 41% more traffic from searches
  • 40% of consumers state video increases the chance to purchase a product on their mobile device
  • 74% of millennials find video helpful when comparison shopping

Using video is key to a successful marketing approach. Especially if it’s a live video.

Alright, enough with the chit-chat. Let’s get straight to the facts!

Fascinating Facts

Here are some statistics to start with.

1. 80% of consumers prefer to watch live videos from a brand than read a blog.

(Source: Livestream)

Who has time to read the instructions, right? It is much easier to see how it’s done.

In this day and age, everything is about information and productivity. We prefer to receive as much of it as possible in the shortest amount of time. Few people want to read about the product, just let us see what it can do.

That’s true even if you are a fan of the brand. 82% of people prefer to watch a live stream than read a post on social media.

2. 63% of people aged 18-34 watch live streaming content regularly.

(Source: Neil Patel)

Online live streams are just another way for millennials to express themselves. Although we all prefer watching people live, it’s mostly younger users who create such content.

This fact in no way renders the number less impressive. On the contrary, it underlines the shift in interests of the younger generation from the more conventional pre-recorded videos (and the written word) to the new and exciting live ones.

3. 47% of live streaming video viewers worldwide are watching more live videos compared to a year ago.

(Source:eMarketer)

This is according to a survey from May 2018, carried out by the Interactive Advertising Bureau.

More than half of viewers rely on social platforms to watch online streams, compared to 34% who rely on TV networks’ site or app.

The variety of ways to access the content explains why more and more people watch live videos online. In 2017, around half of US internet users said they watch live streams at least once a week. 23% of the viewers admitted they do so at least once a day.

4. More than 1 in 5 Facebook videos are Live and are watched 3X longer than pre-recorded videos.

(Source: Go-Globe)

There is a sense of thrill in knowing you are watching someone in real-time.

According to viewers, there are many benefits of live video-streaming events. 79% feel that it brings more authentic interaction with the audience.

Using a live video to promote a product brings a human touch to digital marketing, according to 63% of people.

The benefits of this type of interaction are mutual. 60% of content creators say it is much easier to get real-time feedback from the audience. Which ultimately helps make the service better.

5. 67% of audiences who watched a live stream purchased a ticket to a similar event the next time it occurred.

(Source: Livestream)

Yeah, you heard right. 67% of people bought tickets for an event after watching a similar one online.

Furthermore, 45% of live video audiences would pay for live, exclusive, on-demand video from a favorite team, speaker, performer.

It’s plain to see live streaming is an effective way to attract the public to your concert or sports event.

6. By 2020, live streaming is expected to account for 82% of all internet traffic.

(Source: Go-Globe)

Whether it is an influencer giving his daily dose of advice to his followers, or a brand launching new product in front of millions of viewers, live videos are here to stay.

More and more marketers and brands are recognizing the power of an unedited, interactive and natural product placement. The urge to be live is stronger than ever, and will only get stronger.

The number might look a bit high, but keep in mind 67% of viewers say quality is the most important factor when watching a live stream. And better quality usually means more data.

7. The streaming industry is estimated to reach $124.6 billions by 2025.

(Source: MediaKix)

To put it in perspective, in 2016 the streaming industry was worth $30.29 billion.

It is not merely growing, it is exploding. Live streaming statistics give a clue as to why that is.

With its endless reserve of opportunities – live streaming is the wet dream of every marketer. It is cheap, effective and easy to do.

Still, the data so far has only helped outline the general frame. To really see how effective live video content is, we need to look into some of its most well-known uses.

Live Streaming News and Events in Numbers

Conventional TV is slowly dying, and it looks like news programs, sports events, and live concerts will be the first to go. Let’s look at some of the numbers behind it!

8. Breaking news make up 56% of the most-watched live content.

(Source: Livestream)

The second most-watched type of live content are speakers and conferences, tied with concerts and festivals at 43%.

It hasn’t really happened until it is online! More and more people search the internet to know the real story. It is easier than ever to stay informed.

News agencies acknowledge this trend and are trying to maintain a strong online presence by streaming news videos. Whether it is an important political event, a new product launch or simply a cause you believe in, if you want your news to reach more people, you have to put it online.

9. Nearly the same share of Americans prefer to get local news online as the TV.

(Source: Pew Research Center)

Depending on the internet for your daily scoop is most pronounced when it comes to local news.

According to a recent study by the Pew Research Center, 41% of Americans say they prefer to get their local news via TV, and 37% prefer to do it online.

10. 68% of American adults say they at least occasionally get news from social media.

(Source: Pew Research Center)

Social media has become the best way to share information – from cooking recipes and pictures of your pets to important news and upcoming events. People pay attention to these posts, even if they don’t always believe them.

57% of people looking for news on social media actually expect to get largely inaccurate information.

11. 63% of sports fans are interested in paying for an all-sports over-the-top channel.

(Source: Livestream)

According to the Center for the Digital Future at USC Annenberg and ThePostGame, 56% of those interested in streaming sports would pay more for online streaming than for traditional TV channels.

It’s also not surprising that the younger generations want to get everything online.

Sports fans aged 15-36 say they would pay the most, while older viewers prefer to stick to advertising-based TV networks.

12. 80% of women describe themselves as sports fans and are willing to pay up to 50% more for over-the-top content.

(Source: Livestream)

Women like sports as much as men, apparently.

Whether it is because of the competition itself or they just want to see fit, sweaty men – women are hooked. They are also ready to pay more for exclusive content.

In households with children, the percentage of people who would pay more for live streaming online jumps to 70%. Once you are a parent, every free second counts.

13. 65% of millennials and younger people are consuming sports content on a mobile device.

(Source: Livestream)

To be honest, the only reason I still keep my cable TV subscription is for watching sports. Once it becomes possible to get all sporting events online, I’m joining the cord-cutting crowd.

Millennials are consuming everything through their phones or tablets. Sports content included.

Younger people are also more likely to be attracted by supplemental sports programming – 60% say it is important to them.

Speaking of exclusive content:

14. 87% of audiences would prefer to watch online vs. on TV if it means more behind-the-scenes content.

(Source: Livestream)

Viewers are no longer satisfied with just watching the event itself – they need backstage access.

Until recently it was enough for celebrities to record what happens backstage and then share the video online. That doesn’t cut it anymore.

Take for example MTV’s Video Music Awards. If you are watching them on TV, like a barbarian, there will be regular commercial breaks. But if you stream them on MTV’s website, you can watch, in real-time, exclusive interviews with your favorite artists right after they have received an award.

15. 45% of live video audiences would pay for live, exclusive, or on-demand video from a favorite team, speaker, or performer.

(Source: Go-Globe)

Celebrities seem to be aware of the power live interactions have. They make it a point to host Q&A sessions, exclusive online interviews, and even live concerts.

Apart from being far more exciting, live streaming inspires more simultaneous activity. When people watch something live and they like it – they want to share it.

51% of people watching live would email or text about it, compared with 43% when it’s on-demand, and 41% when it’s TV broadcast.

57% would post something on social media if the event is live, compared with 49% if it’s on-demand.

16. 60% of viewers will do an online search while watching a live stream.

(Source: Neil Patel)

This serves as proof that live videos achieve higher engagement with audiences.

In comparison – 53% of viewers will search while watching video-on-demand, and 48% if it’s on TV.

You don’t even need to explicitly promote your product or service – just casually mentioning it in your live stream does the trick.

17. 43% of viewers say compelling content is the primary motivator for live online viewing.

(Source: Yahoo!)

If you have content worth sharing, live video might be the way to present it. Emotional engagement rate for live content is at whopping 25% – much higher than the 17% for on-demand viewing.

Popular streamers are already taking advantage, engaging their viewers much better than your average vlogger.

While we are on the topic of popularity, have you thought about how live streaming has influenced the gaming world?

18. There were 4,463,290 Twitch streamers in March.

(Source: TwitchTracker)

Twitch.tv is one of the biggest live streaming sites right now. It enjoys more than 15 million unique daily visitors, each spending an average of 95 minutes watching live gaming.

Still not impressed? In the 3.5 months since the start of 2019 viewers have watched more than 184 BILLION minutes of content. The maximum number of concurrent viewers for the same period is 2,633,655.

Such a huge and engaged audience is hard to turn down.

19. 82% of Twitch users say sponsorships are good for the gaming industry.

(Source: Twitch)

Gamers don’t care what is in the corner of the screen, as long as it doesn’t cause lag. In fact, 80% are open to brands sponsoring a specific gamer or a team.

After all, in a few years, the most probable answer to the question “What do you want to be when you grow up?” will be “Professional gamer.”

It’s always nice to know that people are making a mint out of the entertainment they provide for you.

Latest Developments and Future Opportunities

We have seen how live streaming influences the online world.

Let’s see what else there is in store.

20. 35% of marketers use live video.

(Source: MediaKix)

The data is for 2018 and it marks a significant rise from the previous 2017 when it was 28%.

The same study shows 63% of marketers plan to increase their use of live videos in future campaigns.

21. Ad views on live video streaming grew 56% YoY Q3 2018.

(Source: MediaKix)

In comparison, ad view growth YoY for long-form and short-form videos were 27% and 20% respectively.

The trend is quite obvious. Live video streaming is the next big thing in advertising.

One reason is the greater engagement of audiences. For example, being live on Facebook will produce 6x more interactions than traditional pre-recorded video.

22. Facebook Watch attracted 400 million monthly viewers in 2018.

(Source: eMarketer)

The success of online video-on-demand streaming platforms is undeniable. Just think of Netflix, Hulu, and Amazon Prime. It was only a matter of time for Mr. Zuckerberg to reach for a piece of the pie.

So the real question is, can Facebook take on the streaming giants? In 2018, Facebook Watch had 400 million monthly viewers, who watched for at least a minute.

However, Facebook Watch shows still fall behind its competitors’ original series. It still manages to get some things right, though. In December 2018, Jada Pinkett Smith’s “Red Table Talk” had 4.3 million followers on its Facebook page, with its most popular episode drawing 29.8 million views.

23. Facebook has signed an exclusive deal to show every La Liga game for the next three seasons to over 348 million of its users in Asia.

(Source: BBC News)

As of last summer, viewers in 8 Asian countries are only able to enjoy their favorite Spanish teams and players by watching online streams on the social network. These countries are India, Afghanistan, Bangladesh, Bhutan, Nepal, The Maldives, Sri Lanka, and Pakistan.

Facebook already shows Major League Baseball to US audiences at a reported cost of $1 million per game. The content is free, but supported by targeted advertising.

Twenty games of the English Premier League’s next season will be available to watch only through Amazon Prime.

This trend can be observed all over the world. In China, the online giant Tencent streams the NBA games. Each of them gets watched by an average of 2 million people.

Told you live streaming and sports are a match made in heaven!

Fun Facts About Live Streaming

Enough with being serious. Here are some fun facts about online streaming.

24. Watching eSports is an industry soon to be worth $1 billion.

(Source: BBC News)

Most gamers watch live action on Twitch and YouTube.

In an attempt to bring the younger audience back in front of the TV, Disney has recently announced a multi-year deal to broadcast live events from the Overwatch League. Don’t worry, they will stream it online too.

25. The most popular game streamer on Twitch is Ninja with 13.9 million followers.

(Source: Twitch Tracker)

And I thought gaming is only for fun. Being able to influence so many people has huge commercial implications, and brands know this.

The channel with most streams is summit1g, with the amazing 35.6k videos until now.

As I am writing this, there are 670,512 live viewers on Twitch.

26. Viewers spend 8x longer watching live videos than on-demand.

(Source: Tubular Insights)

People who are streaming on their TVs spend 42 minutes on average watching a live video, and only 5.1 minutes if it’s on-demand.

I have always wondered why the ‘live’ indicator next to a TV program’s logo is so bright. People just love it when it’s live.

27. World Cup 2018 peaked at 7.9 million concurrent plays, becoming one of the most popular live streams of the year.

(Source: Livestream)

That is an even more impressive number if you consider the event was broadcasted on free national TV in almost every country around the globe.

At the same time, four of eSports’ biggest events in 2018 garnered 190.1 million hours of live streams (or 21,700 years, if you’re counting).

28. The most watched video on Facebook live is called “Chewbacca Mom”.

(Source: MediaKix)

The video was posted by Candace Payne in 2016. So far in 2019, it has had more than 1.75 million views.  

Conclusion

Video has become a must-have tool for marketers. It allows you to communicate information in a more engaging way than conventional means of communication. And if it’s live – even better.

Tech giants are aware of the trend and keep trying to entice us with new ways to share live videos. That makes video easy to do and with good ROI – exactly how marketers like it.

If there is one thing we’ve learned from these live streaming statistics,  it’s that it pushes all the right buttons with consumers. It is engaging, real and exciting.

Alright, that was it for today. I truly hope you enjoyed those stats. See you next time!

 

 

References:

  1. Livestream
  2. Niel Patel
  3. eMarketer
  4. Go-Globe
  5. Livestream
  6. Go-Globe
  7. MediaKix
  8. Livestream
  9. Pew Research Center
  10. Pew Research Center
  11. Livestream
  12. Livestream
  13. Livestream
  14. Livestream
  15. Go-Globe
  16. Niel Patel
  17. Yahoo!
  18. TwitchTracker
  19. Twitch
  20. MediaKix
  21. MediaKix
  22. eMarketer
  23. BBC News
  24. BBC News
  25. TwitchTracker
  26. Tubular Insight
  27. Livestream
  28. MediaKix

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