Maximising the Social Media Live Content Opportunity

In 2022, about 548 billion hours of livestreamed content will be consumed globally (Data.ai 2022). As social apps like TikTok and Pinterest pursue live audiences with new online broadcasting formats, established players – including Twitch and YouTube – defend their market position with tools bringing creators and brand partners closer to their audiences and each other.

Democratising Digital Music Performance

Streamed live performances are winning with impromptu interactivity and micro-payment monetisation options that let fans connect with and support their favourite artists. New tech applications enable benefits unique to digital streaming contexts – like the opportunity for consumers’ avatars to perform on stage alongside their idols – and democratise virtual events for artists.

Watch Parties Fuel TV Fandom

TV and cinema fandoms are pulling closer to one another through livestreamed community summits surrounding tentpole entertainment moments. From Netflix and Scener’s celebrity-studded watch party for Stranger Things, to AMC and Facebook’s weeks-long audience-driven interactive storytelling event, future-facing entertainment brands are solidifying their fans’ belonging by making them active participants.

Selling Live Retailtainment

While live commerce generates huge revenues in Asia-Pacific (see Key Stats), western consumers are slower to engage. To entice these audiences, e-commerce outlets are letting entertainment lead, as Shopify diversifies YouTube creators’ revenue streams, Amazon courts influencers, and Tommy Hilfiger hosts simultaneous instant-buy shows at New York Fashion Week and on Roblox.