The Interactive Advertising Bureau (IAB) published a report regarding live video streaming trends for 2018 a few months ago. The key objective of the study was to gain a better understanding of consumer experiences with and attitudes towards live video streaming. In particular, aim was to uncover trends in device usage (e.g. mobile, desktop, connected TV), platform preferences (e.g. social, skinny bundle, etc.), content preferences (e.g. sports, news, events, etc.), and consumer perceptions of advertising experiences during live video streaming. This research provides brand marketers and publishers with a global benchmark and insights into the value of live streaming to engage with audiences around the world.

21 countries (Australia, China, Germany, Hungary, Ireland, Italy, Russia, South Africa, Sweden, Switzerland, Turkey, United Kingdom, Saudi Arabia (KSA), United Arab Emirates (UAE), Canada, Mexico, United States, Brazil, Chile, Colombia, Peru) participated in the research and 4200 ‘live video streamers’ were recruited, 200 in each country. When referencing global averages or regional averages throughout the report, the results are derived from the 21 countries that participated in the research.

Key Findings from Live Video Streaming Trends Report

Video content is in demand – and appears set to grow further. 

70% stream video content at least once a day. 67% have live streamed video on any platform or device with 47% saying they have increased their live streaming since last year.

Live Video Streaming Trends – A Global Perspective 1

Live Video Streamed Consumers

Smartphones facilitate frequency of access – but do not command the most screen time.

Smartphones and tablets are used for short (under 30 minute) bursts of live streaming while other devices are used for longer live streaming video sessions.

Social platforms are the key source of live video content and TV is the most popular type of live video content accessed.

Nearly two-thirds of viewers plan to live stream the 2018 World Cup globally while roughly half plan to watch video recording of it online or on TV.

Consumers in most countries prefer free, ad-supported live video streaming over subscription services.

52% of consumers globally prefer free, ad-supported live streaming.

Consumers interact with advertising and it can build brand presence.

Nearly two-thirds of respondents globally have engaged with an ad seen while live streaming video.

Brand recall, clickthrough, and site visitation are the primary actions provoked.

Live streaming is a daily activity that provokes social interaction

Live Video Streaming Trends – A Global Perspective 2

Video Content Consumption

Market Opportunity: How Popular is Live Video Streaming

A majority of consumers stream live video and adoption continues to increase quickly. 

70% are consuming digital video content via a ‘connected device’ (PC/laptop, smartphone, tablet or connected TV) several times a day/once a day.

This reflects a clear desire for live video content around the globe. In MENA and South America, consumption is even higher, at 77% and 80% respectively.

Live video content appeals to consumers – 67% have streamed such content on any platform or device.

Once again the thirst for video content is seen more strongly in MENA, where 90% have live streamed.

Accessing live video content looks set to grow further and is changing consumer behavior.

47% state they stream more live video content now than they did a year ago.

Consumption of more traditional media channels has been affected: 44% now watch less live TV as a result of live streaming.

70% of consumers globally watch digital video content at least once a day.

Globally, 67% of consumers have live streamed video.

Live streaming video is on the rise globally: 47% say they now stream more live videos than last year

Live streaming is a daily activity that provokes social interaction

Consumption of live video content rises throughout the day, peaking in the evening.

73% of live video content is consumed at home. Outdoor consumption appears to accompany journeys and social events.

Group livestreaming is popular, especially on smartphones. Interestingly, 37% of viewers spend 81% or more of their time live streaming in the company of others, this increases to 56% when using a smartphone.
Live video streaming inspires ‘social contact’ – both related to the content being watched and unrelated. Using social networks (both checking and chatting) along with talking to those whom the live streaming experience is being shared with takes place when streaming live video content. • The topic of this interaction can be both related to, and unrelated to, the content being consumed.

More than half of consumers globally prefer free ad-supported live streaming.

52% of consumers globally prefer free ad-supported live streaming. Consumers in most countries prefer free ad-supported live video streaming over subscription services or à la carte services.

64% took action after seeing an ad during a live video stream. Pop ups, pre-roll, and sponsored-by ad units are the ads most visible to consumers

Brand recall, clickthrough, and site visitation are the primary actions provoked

Nearly two-thirds of respondents globally have engaged with an ad seen while live streaming video

Live Video Streaming Trends – A Global Perspective 3

Influencers of Live Video Streamers

What Motivates Live Streaming?

Staying up to date is a key motivator to live stream video.

The primary motivation for live streaming video content is the desire and need to stay in tune and up-to-date

Consumers want to be able to check in/catch up when they want, on the move, so that they don’t miss out and stay up-to-date. They also enjoy the
experience of sharing with others of similar interest.

Quality content and connection speed are key drivers in choosing what to watch.

While the above motivation drives consumers toward live streamed content, that content must be deemed by them to be high quality – 45% state this as the
as the key influencer when selecting content to live stream.

Connection stability is also important to consumers – which is why we can assume they choose to spend more time live streaming at home, while also
giving them the personal time required to fulfill their need to stay up-to-date.

Therefore, it would appear that a challenge to encouraging greater screen time (s17) for mobile devices (smartphones/tablets) could lie in the hands of the
mobile network operators and carriers. Proving and providing a strong stable connection for live video streaming could encourage and convince consumers
to extend screen time.

This post is an executive summary of the report published by IAB (Live Video Streaming – A Global Perspective, Kristina Sruoginis, IAB Research Director, June 2018)