US Live Video 2017: Still Buffering - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Schedule a Demo

Does My Company Subscribe?

eMarketer Report

US Live Video 2017: Still Buffering

Preview from eMarketer PRO

Executive Summary

Live video is a big priority for social platforms like Facebook and Twitter, as well as for publishers and other media companies that increasingly use those platforms to reach viewers and readers. Consumers have also shown high levels of interest, and marketers are experimenting even before there’s a clear monetization case around this emerging genre of digital content.

  • All of this would bode well for live video, yet many important questions remain unanswered. Will consumers stay interested? Will marketers find substantial ways to monetize it? Will media companies be able to use live video to augment, rather than distract from, their content mix?
  • So far, the data and insights show that live video will stay in the forefront, and many are invested in trying to make it work. But it’s by no means certain that this fledgling genre will find a safe and enduring place in the digital media ecosystem.
  • Video-sharing and social media platforms are focused on using live video to increase engagement. However, the extent to which they’re willing to invest in this emerging genre are unclear.
  • Consumers send mixed signals about live video. They seem to have embraced Facebook Live over the past year, while moving away from virtually every other platform. The jury is still out on recent experiments such as Twitter’s streaming of NFL games and Instagram’s entry into the space.
  • The marketing potential for live video is even more hazy. There is no certainty brands and agencies will reap the kinds of rewards they’ve seen in the broader digital video space.

"Millennials are the most likely US age demographic to watch live video. Although the rate of live video creation predictably lags the rate of consumption, the gap between the two isn’t as pronounced as with other forms of content."

Live Video Platforms that Matter

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Advertising and Marketing

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Who’s Using Live Video

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

Conclusion

This content is available to eMarketer PRO customers only. Request a live demo of PRO today to see what you can gain with access.

Request a demo today

9 charts are included in the full report:

US Live Video 2017: Still Buffering

US Internet Users Who Have Watched vs. Created Live Streaming Video on Social Media, by Age, Nov 2016 (% of respondents in each group)

Live Video Platforms that Matter

Platforms on Which US Internet Users Have Watched Live Streaming Video, June & Nov 2016 (% of respondents)

Live Streaming Video Services Used by US Streaming Video Viewers, Jan 2017 (% of respondents)

Platforms Used by US Internet Users to Watch Live Streaming Video, Aug 2016 (% of respondents)

Facebook Live vs. Periscope Usage Among Top Brands* Worldwide, Jan-Dec 2016 (% of total brands analyzed by Socialbakers)

Facebook Live vs. Periscope Usage Among Top Media Companies* Worldwide, Jan-Dec 2016 (% of total brands analyzed by Socialbakers)

Advertising and Marketing

Likelihood that US Agency vs. Marketing Decision-Makers Will Invest* in Live Streaming Video Advertising, June 2016 (% of respondents)

Who’s Using Live Video

US Internet Users Who Have Watched vs. Created Live Streaming Video on Social Media, by Age, Nov 2016 (% of respondents in each group)

US Internet Users Who Have Used Facebook Live, by Age, April 2016 (% of respondents in each group)

Interviews included in the full report:

Live Video Keeps Weather.com’s Audience Engaged When There Isn’t a Storm Coming

Interview conducted on January 30, 2017

How Brands Can Create Engaging Live Video—and Monetize It

Interview conducted on January 30, 2017

How Univision Refined Its Live Video Strategy

Interview conducted on January 19, 2017

Interview conducted on January 18, 2017

Interview conducted on January 30, 2017

Interview conducted on January 18, 2017

Interview conducted on January 20, 2017

Interview conducted on January 27, 2017

Interview conducted on January 19, 2016

Joe Babarsky

Director, Creative Intelligence

Shareability

Interview conducted on January 25, 2017

Joe Speiser

CEO and Founder

LittleThings.com

Interview conducted on January 24, 2017