Aside from the older social media platforms allowing live streams, some emerging platforms, like Twitch.tv, now cater specifically to live stream viewers.
While people find live streams entertaining because they offer them a chance to see raw, authentic footage, view behind-the-scenes video from their favorite influencers, or interact in live Q&As with industry experts, brands also find this content beneficial for boosting awareness.
When it comes to live video, there are many creative opportunities that could allow brands to reach and interact with their audiences. But, because this tactic is still somewhat new, many companies might not know where to start when brainstorming live content.
Like with any new trend, brands might also wonder, "Is streaming live video worth my time, or is this strategy just built on hype?"
To give you a bird's eye view of the live video landscape, here are 25 stats that you should keep in mind if you're considering live video.
25 Live Video Stats That Marketers Need to Know
Growth in Live Video
In 2019, internet users watch 1.1 billion hours of live video. (StreamElements)
70% of consumers prefer to watch live video on YouTube over other platforms. (Livestream)
60 of the most-viewed YouTube live streams happened in the last two years. (Think With Google)
"Facebook Live Stream" saw a 330% increase in searches between 2016 and 2018. (Mediakix)
One in five Facebook videos is a live broadcast. (Facebook)
Live Stream Audience Behaviors and Content Preferences
On average, 1.05 million viewers were on Twitch at any given time in Q4 of 2019. (Statista)
70% of consumers who live stream do so at least once per day. (IAB)
67% of people say the quality of the video they're watching is the most important factor of a live stream. (Livestream)
The most-watched live streams have to do with news coverage, while concerts and live conferences tie in second. (Livestream)
87% of people will watch a live stream if it includes behind-the-scenes content. (Livestream)
Almost half of Gen Z watches their favorite shows live on social media. (eMarketer)
Planning Your Live Video Strategy
From the stats above, we can see that live video isn't going away any time soon.
But, before you start your first live video, you'll want to plan out your live event ahead of time to ensure that it's both valuable and professional looking to your audience.
You'll also want to determine which platform will allow you to reach audiences that most align with your brand. For example, if you're interested in gaining awareness from a more general audience, Facebook Live might be a great option due to the platform's age and its number of users. On the other hand, if you want to reach gamers or Gen Z, you might want to test out a Twitch stream.
If you're interested in creating your own live campaigns, but don't know where to start, here's a great guide to help you.