The Top 9 Livestreaming Statistics Marketers Must Know
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The Livestreaming Statistics Every Marketer Needs To Know
UPDATED October 10, 2017 — Livestreaming has been advancing quickly as social media platforms are scrambling to join the race. Beyond the basic livestreaming capability, platforms are now looking towards new features that enhance the livestreaming experience for content creators and for viewers. The newest features look to strengthen influencer-audience connections and differ across platforms.
YouTube Gaming, for instance, has added Twitch-style subscriptions to allow audiences and brands to directly support livestreaming gaming YouTubers. Additionally, Facebook Live has added a virtual reality feature that allows viewers to broadcast in front of a live background in a virtual space.
UPDATE — Livestreaming, it seems, is everywhere. Most major social networking apps are offering livestreaming options, from Facebook Live to Twitter’s Periscope and from Snapchat Live Stories to Instagram Live. If livestreaming’s what you’re looking for, it’s never been easier to find. There are dozens of applications for livestreaming. Influencers, celebrities, brands, publishers, and average users with modest followings are broadcasting events, concerts, protests, how-tos, and Q&As.
But with the boom in livestreaming platforms, formats, features, and content, it can be difficult to work out exactly how big livestreaming is, where it’s coming from, who’s streaming, who’s watching, and why it matters to advertisers and consumers alike. So we dug into the numbers to get a better idea of what the livestreaming landscape looks like. Here’s what we found.
1. The streaming industry is estimated to reach $70.05 billion by 2021.
The streaming industry is huge, but it’s poised to get even bigger. According to findings from Research and Markets, the video streaming market is on track to become a $70.5 billion industry by 2021. In 2016, video streaming was a $30.29 billion industry, meaning that the growth in the next few years is going to be astronomical.
2. Ad views on live video streaming grew 113% YoY Q3 2015, higher than on any other segment of online video.
Online video is growing across the board, but there’s no segment growing more quickly than live video. In Q3 of 2015, ad views on live video streaming grew 113%, which presents huge opportunities for advertisers. For context, ad view growth for long-form and short-form videos (as compared to live videos) were just 30% and 9% respectively.
Related Post: The Biggest 11 Online Video Statistics To Know
3. 81% of internet audiences viewed more live content in 2016 than they did in 2015.
According to livestream, 81% of audiences on the internet and on mobile consumed more live video in 2016 than they had the year before. That represents incredible YoY growth, but it also presents an opportunity for advertisers. Livestream also found that by and large, audiences prefer live video to other forms brand communications. 80% prefer live videos over blogs and 82% favor live video over social posts.
4. YouTube Live was the largest streaming platform in early 2016, but ceded some ground to Facebook at the end of the year.
YouTube has long been the video streaming giant of the internet. It stands to reason that YouTube live would be the giant of livestreaming. But Statista’s study shows that YouTube’s dominance might’ve fallen a bit to Facebook in late 2016. In June 2016, 21% of respondents to Statistic’s study watched livestreamed video on YouTube, but that number fell to 16% in November. On the other hand, only 14% respondents had watched live video on Facebook in June 2016, but by November, that number grew to 17%.
Related Post: The 11 Facebook Video Stats Every CMO Should Know
5. Live.ly, musical.ly’s livestreaming app, is reportedly bigger than Periscope with 4.6 million monthly active users.
According to Survey Monkey Intelligence, musical.ly’s livestreaming app, live.ly, is bigger than Periscope. Though its core user base is relatively narrow, a third of musical.ly’s 13.7 million monthly active users also use live.ly. Periscope, by way of contrast, reportedly has just 4.3 million monthly active users.
Related Post: What Is live.ly, musical.ly's livestreaming app?
6. 51% of users on smartphones streamed user-created short clips 2015, making it the top type of streamed video content.
Content from premium providers is certainly a massive portion of the video streaming market, but Iron Paper found that user-generated short clips were the number type of video content viewed on smartphones, tying with news and weather.
7. Twitch draws 15 million daily active users.
UPDATE: It may not be a livestreaming behemoth, but Twitch is a massive force within the gaming community. With 15 million users streaming content every day, Twitch has a massive streaming ecosystem, and it doesn’t have a “built-in” audience the way Facebook, Instagram, and Twitter do. An average viewer will watch approximately 106 minutes per day. At peak time, there are over 2 million viewers on the site.
It isn’t just viewers, though — Twitch’s talent community is huge, too, with over 2.2 million unique streamers broadcasting each month and over 2.2 thousand are recognized by the platform as Twitch Partners, which translates to top livestreaming gamers.
Related Post: The 5 Top Types Of YouTube Gaming Videos
8. Facebook Live Videos Are Watched 3x Longer Than Regular Videos.
Live video is great for engagement. On average, Facebook users spend three times as long watching a Facebook Live video as they do watching a video that isn’t live. You know what they say: Time is money.
UPDATE: Since launching, watch time Facebook Live broadcasts have grown by more than 4x. The format is being used by more content creators as well. Now, 1 in every 5 Facebook videos will likely be a Live broadcast.
9. Live video from Twitter’s content partners drew over 31 million viewers in Q4 2016.
In its fourth quarter, Twitter saw some struggles in growth and revenue, but livestreaming on the platform seems to be in good shape. Twitter’s content partners streamed 600 hours of live video content and drew over 30 million viewers. It’s no surprise that events related to Election 2016 drew some of the biggest audiences of the year, with the final debate, election night, and Inauguration Day drawing 4.2, 7.5, and 8.6 million viewers respectively.
UPDATE: Twitter's livestreaming partnerships with existing media channels such as Bloomberg, Live Nation, and the WNBA has been immensely popular. Together, Twitter has streamed over 1,200 hours of live premium content to more than 55 million unique viewers as of its second quarter in 2017.
10. Live.me produces over 200,000 hours of content a day
UPDATE: Rising livestreaming app Live.me is vying to be the most well-liked livestreaming platform for aspiring influencers. Just one year old, Live.me has over 20 million users who collectively create over 200,000 hours of daily content. The new app also enable content creators to make money through the platform by having more viewers.
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February 7, 2017 By Mediakix Team