What You Should Know About Your Live-Viewing Audience

Perhaps the biggest and most important rule in marketing and business is: know your audience. As online live video streaming becomes more popular, more brands are incorporating it into their marketing strategy.

Live video through television has been around for decades, with the first, United States nationally televised broadcast in 1951from San Francisco. During it, President Harry S. Truman spoke about the Multilateral Treaty of Peace with Japan.

However, live Internet video broadcasts are relatively new in comparison to television programming. Facebook Live video was only made available to the public last year, and Periscope launched in 2015.

Live online video content has only recently entered the mainstream, so it may be difficult to find insights on this emerging audience. Luckily, we’ve compiled the statistics about live-viewing audiences for you.

Who are the primary consumers of live online video?

Right now, Millennials (ages 18-34) are streaming the most live video content. Over 63% of Millennials watch live video content online. The second largest viewing group is 13 to 17 year olds at 53% followed by 35 to 54 year olds at 32%.

As history has shown, Millennials are often the primary adopters and users of new technologies, whether it’s social media, augmented reality or wearable devices. However, every great businesses knows that there is more to getting to know your audiences than just their age. Here are even more insights that will help brands learn more about the current live viewership.

1. They are mobile-first.

The rapid growth and popularity of live viewership online is in part due to the growing use of smartphones and mobile devices. In general, we all are viewing more video content on our phones.

In particular, 77% of Millennials view live videos from either a smartphone or tablet.

We’re also viewing Live videos on-the-go. When compared to TV and on-demand streaming, live viewing is more common when viewers are away from home.

According to Tubular Insights, people watch live videos for a longer period of time than they do video on demand (VOD). The average playtime for mobile is 3.5 minutes for live in comparison to 2.8 for VOD.

2. They demand high-quality.

Producing high-quality video content is critical if you want to attract a live audience. Livestream claims that the majority (67%) of viewers rate video quality as the most important factor when streaming a live broadcast. On Facebook Live, the quality is even more critical, with over 90% saying it is the most important factor.

3. Facebook Live is the platform of choice, for now.

In the livestreaming game, competition is fierce. According to data from UBS Evidence LabFacebook Live is in the lead for top streaming platform with 17% of viewers. However, it could be anyone’s game at this point. A reported 16% stream live video through YouTube, 12% watch Snapchat’s Live Stories and 9% use Periscope.

4. Live viewers are more like to take action.

If Live video has shown anything, it is that audiences are highly engaged and active. They comment more on live videos and spend longer watching them. That engagement also often translates into tangible actions, which are highly valuable for businesses. For example, 67% of individuals that view a live broadcast of an event or music concert are more likely to buy a ticket to the next event or one that is similar.

5. They want exclusivity.

Live video shouldn’t be treated the same as other video content. Instead, live viewers want and even expect something extra or exclusive. In addition to exclusivity, the Social Media Examiner claims that live viewers are curious, crave recognition, a sense of belonging and control.

One of the most effective forms of live broadcasts is behind-the-scenes access. In fact, more than 87% of viewers would choose online streaming to TV broadcasts because the former offered an inside look. Another 45% would pay for exclusive live access to videos from a speaker, performer or group that they admired.

6. Live viewers are more open to connect.

Based on research from Yahoo, live-viewing audience have a 75% higher emotional reaction to live video than normal videos. They claim that live viewers feel more excitement, urgency and connection to brands and businesses that broadcast. Emotions towards brands that broadcast live video footages has also been shown to be more positive.

7. They want compelling, live content.

One question you may be asking is why do people view live videos? What draws them to it. According to recent research, they are most drawn by compelling content. The top motivator for 43% of people is simply that they were interested. The second motivator shows what we already know, people don’t like to be bombarded with ads. In fact, 28% of people will watch a live video just because it has fewer advertisements.

Live viewers are also drawn to specific types of video content. Reports show that funny and entertaining videos are the most popular viewing choice for more than half of mobile users between the ages of 16 and 34. Following right behind are breaking news (40%), music concerts (38%) and broadcasts by brands (26%) and celebrities (21%).

Another report from Livestream ranks breaking news and concert viewership higher though. Based on their figures, over 56% of most-streamed live videos are breaking news. While music concerts and festivals are tied with conferences and speakers at 43%.

Live video is growing faster than any other type of video content. There is no denying its huge potential, but there are a few barriers that brands need to overcome to increase the viewership even more.

For one, out of habit, some people still rely on television for live broadcasts. However, as more people and brands use, consume and share live content, that mindset is starting to shift. In fact, according to a recent report from Deloitte, as a whole, the number of viewers that prefer online streaming has surpassed the number that prefer live TV. It is important to note that the figure includes pre-recorded forms of streaming like Netflix and Amazon Prime Video.

Another potential obstacle is the video quality. Brands worry that online live video won’t be able to meet the high quality standards of viewers. Yet, again, live video publishing tools and apps like Facebook Live and Periscope have been rolling out some serious changes to make it possible to record high-quality footage from professional cameras. In other words, steps are already being taken to overcome these potential barriers. It is only natural that online live video streaming will overcome them and continue to grow in usage and viewership.

Right now, the number of people that watch live videos on a frequent and regular basis may be relatively small, but it is growing fast. In fact, over 64% of people have streamed an online live video in the past year. This gives businesses the opportunity to enter the market and enjoy a higher audience reach before it becomes overcrowded. Live video streaming holds huge potential for businesses of all sizes. If you still have questions or want to find out more about how live video can help your brand connect with customers and grow, reach out to 10twelve .