The Livestreaming Landscape 2021

The Livestreaming Landscape 2021

Consumer Usage and Marketing Opportunities Across Social Networks and Video Platforms

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.

Here’s what’s in the full report

2files

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17charts

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12expert perspectives

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Table of Contents

  1. Executive Summary
  2. The Pandemic Accelerates an Existing Trend
  3. Livestreaming Monetization on Key Platforms
  4. Livestreaming with Influencers
  1. Virtual Events and Entertainment
  2. Gaming Livestreams
  3. Key Takeaways
  4. Insider Intelligence Interviews
  1. Read Next
  2. Sources
  3. Media Gallery

Charts in This Report

Interviewed for This Report

Andrew Beranbom
First Tube Media
Co-Founder and CEO
Interviewed October 21, 2020
Nicholas Vincent DiSanto
Activate by Impact
Vice President
Interviewed October 26, 2020
Erin Dorr
Mavrck
Vice President, Marketing
Interviewed January 17, 2021
Lindsey Gamble
Mavrck
Senior Influence Innovation Strategist
Interviewed January 17, 2021
Kari McHugh
Dunkin’ Joy in Childhood Foundation
Executive Director
Interviewed January 14, 2021
Sean Naegeli
Mavrck
Co-Founder and Chief Influencer Officer
Interviewed January 17, 2021
Patrick O’Keefe
e.l.f. Cosmetics
Vice President, Integrated Marketing Communications
Interviewed January 21, 2021
Stephanie Perdue
Chipotle Mexican Grill
Vice President, Brand Marketing
Interviewed January 8, 2021
Katie Puris
TikTok
Managing Director, Global Business Marketing
Interviewed October 15, 2020
Emily Safian-Demers
Wunderman Thompson Intelligence
Senior Trends Analyst
Interviewed January 6, 2021
William White
Walmart
CMO
Interviewed January 14, 2021
Amy Worley
VMLY&R
Chief Connections Officer
Interviewed October 20, 2020

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authors

Blake Droesch

Contributors

Chuck Rawlings
Researcher
Audrey Schomer
Peter Vahle
Forecasting Analyst
Debra Aho Williamson
Principal Analyst