Facebook recently added a feature that allows pages to stream live, and brands have already discovered the magic of Periscope, an app that lets people stream live on Twitter. Don’t forget about Twitch, a network that was created to let gamers live stream video game play to each other. 2015 was really the first year that brands had live streaming widely available to them, and the results are in – and they are largely positive.
One streaming focused company, Brandlive, did a survey of 200 executives to see what they thought of livestreaming. Amazingly, 44% of these executives had held at least one livestreaming event during 2015, with another 20% planning to test live streaming this year in 2016. About 1/4 of these executives said that they plan to increase their budgets for live streaming efforts this year. 39% believe livestreaming to be important to them, while 20% know that it is very important to their marketing efforts.
Most experts in the marketing industry surmise that last year was all about testing how live streaming could be used effectively by companies, and that this year will be all about companies putting their expertise to good use and using live streaming to bring in more revenue. It will be interesting to see how consumers react to live streaming. When people used to watch more TV, they were used to scheduling their lives around watching their favorite things on certain days and at certain times. With the internet, people have gotten more used to doing whatever they want, when they want to do it, bringing popularity to on demand content. Will people really tune in for special broadcasts that are time sensitive or will they prefer to watch videos when they want to? Only time will tell.
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