Executive Summary

Livestreaming has gained newfound relevance amid the ongoing coronavirus pandemic. Viewership has grown across several platforms and new features are being introduced, expanding opportunities for marketers and creators within this space.

How popular is livestreaming among consumers?

It has become a prominent feature on social networks and video sites, but usage still lags compared with other forms of video. For example, a survey conducted by GlobalWebIndex in Q3 2020 found that 32% of YouTube users worldwide had watched a livestreamed video on the platform within the past month, while 58% had watched a music video and 38% watched a TV show or clip.

Has usage grown during the pandemic?

Yes. Instagram and Facebook reported big gains in livestreaming during the early months of the pandemic, while hours watched on gaming platforms like Twitch, YouTube, and Facebook Gaming increased throughout 2020.

What types of content are consumers viewing on livestreams?

Livestreaming has been a popular way for consumers to engage with influencers, attend virtual events, watch video game content, and more recently, discover products through live shopping.

How are marketers getting involved?

Livestreaming is still an exploratory format for marketers, but influencer marketing is a central component, as creators and celebrities are partnering with brands for virtual events, gaming, and live shopping.

Will livestreaming remain popular once the pandemic subsides?

Livestreaming was an existing trend whose adoption was accelerated by the pandemic. While some use cases, like virtual concerts and workout classes, may be less relevant in the post-pandemic world, livestreaming will remain popular in many forms.

WHAT’S IN THIS REPORT? This report looks at livestreaming viewership across social networks and digital video platforms, and details how marketers are exploring this format.

KEY STAT: A March 2020 survey from GlobalWebIndex suggested that close to a quarter (24%) of US internet users ages 16 to 64 began watching more livestreams during the first month of lockdowns.