Livestreaming has become a prominent feature across the social media and digital video landscapes. Here’s how marketers are taking advantage of opportunities within the space.

Livestreaming is a small but growing part of creator culture. Much like Stories, livestreaming is a way for creators and other influential figures on social media to present content that is often less polished than photos or recorded video. Livestreams also give influencers a way to interact with their audience in real time through live chat.

The large increase in live video viewers is one of the biggest digital media growth stories of the pandemic.

Doug Scott, CMO of Twitch, speaks with eMarketer vice president of business development Marissa Coslov about the livestreaming platform’s user growth surge, the impact of popular programming beyond gaming, and building communities.

And Clubhouse isn’t only in danger of losing users and creators to audio livestreaming apps—it’s also competing against Twitch and Instagram, for example, which offer video livestreaming and multiple forms of creator monetization. It’ll need to roll out more options for creators soon if it wants to catch up.

The ecommerce giant has also leaned into Amazon Live, a livestreaming commerce feed that functions as its own version of QVC or HSN. Along with livestreaming feature rollouts on YouTube, Facebook, Instagram, and TikTok over the past year, it’s clear there’s strong impetus to drive this emerging medium forward.

Users can post Fleets that contain text, photos, videos, and reactions to tweets, and they will disappear after 24 hours, with sticker and livestreaming options available later. Twitter first began beta testing Fleets in Brazil back in March, before expanding to India, Italy, Japan, and South Korea.

It is key to see how the platform supports livestreaming, presentation content management, graphical capabilities, chat functionality, and networking features, but those elements are almost table stakes for virtual events at this point. Dig deeper into other needs from a logistics standpoint:. How much pre-event testing can be done?

For years, luxury brands around the world have been slow to adopt digital. But the pandemic has sped up the process, forcing many to pivot and innovate during a time when a large number of transactions are happening digitally.

Article: Livestreaming finds a home among influencers.

Singles’ Day is a must-see for tech watchers, as many of China’s digital giants have used past events to highlight retail tech, including virtual reality (VR) shopping, QR code payments, and livestreaming commerce. A few years ago, Alibaba introduced a Pokémon Go-like game called "Catch the Cat," which featured a virtual cat who drew shoppers to brick-and-mortar stores where they could earn points.

When adding in other types of livestreaming that CivicScience didn’t ask about (such as watching influencers or video game play), the percentage using livestreaming would likely be several notches higher.

Short-form video, social media, ecommerce, and livestreaming platforms will continue to dominate marketers’ thoughts. In terms of the short-form video sector, Douyin (TikTok’s sister app) and Kuaishou (which went public in Hong Kong in early February) have the largest user bases by far.

The app has recently made several new updates to boost user engagement, shareability, and discoverability, such as an enhanced search function, hashtags within chats, and livestreaming video. These changes have helped unleash tantalizing possibilities for marketers.

Short-form video platforms have become a nexus of digital entertainment and commerce—aided by influencers (known locally as key opinion leaders, or KOLs) and livestreaming—where brands can drive awareness and purchase consideration through their followers and engagement. In fact, it’s such a powerful formula that even traditional ecommerce players have launched similar short-video functionalities.

Although the return of more reliable and nearly-full-length sports seasons will help TV, viewers are showing increasing willingness to access sports via livestreaming or to forego them entirely.